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Service Design Thinking


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My keynote at #AgileCanvass conference in Bangalore, Feb 18

Published in: Design
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Service Design Thinking

  1. 1. Service Design ThinkingTathagat Varma
  2. 2. Meet Sharmaji’s family
  3. 3. They have just one goal —
  4. 4. And so many options —
  5. 5. Web vs. World!!!
  6. 6. Let’s help them…
  7. 7. What’s your…
  8. 8. …and the…
  9. 9. Let’s take Airlines • They deliver same functionality • They offer similar price points • They buy same aircrafts, mostly • They utilise same infrastructure • They even hire the same “people” • So, why do we prefer one over the other?
  10. 10. Why…?
  11. 11. Did you say…
  12. 12. Joshie the Giraffe, 2012
  13. 13. My story, circa 1997
  14. 14. Power of an “Upset” Customer…
  15. 15. Product vs. Service • “what can we make?” • Tangible and identical objects that can be touched, tried, felt, tasted, or transferred or even returned. • They must be manufactured, stored, transported, marketed, and sold, and are separable from the seller. • Production and consumption might have a time lag - there might be goods ready to be sold • Mass production ensures uniform quality. • There is no customer involvement. • Car, mobile, pen, mattress, table, etc. • “what can we do?” • Intangible and diversified amenities provided by people that are often “experienced” but never retained, transferred or ever returned. • They are outputs of individual action or collective performance and can’t be “stored”, and are inseparable from the service provider. • Production and consumption must occur simultaneously - there are no inventories • Uniformity in services and timeliness are key. • The customer has a high involvement. • Transport, internet, banking, music streaming, hotel booking, etc.
  16. 16. Service Cycle
  17. 17. What is Service Design “A service is something that I use but do not own. Service design is therefore the shaping of service experiences so that they really work for people. Removing the lumps and bumps that make them frustrating, and then adding some magic to make them compelling.” Mat Hunter, Chief Design Officer at the Design Council, UK
  18. 18. Product Design vs. Service Design
  19. 19. Principles of Service Design • User-centered • Co-creative • Sequencing • Evidencing • Holistic
  20. 20. Service Design Thinking
  21. 21. McDonald’s “Speedee System” Design
  22. 22. DT, HCD, SD…
  23. 23. Recap • We have increasingly more and more services around us. • Service Design is an interdisciplinary approach to designing (better) services. • Service Design Thinking is an iterative and collaborative “process” to create and improve customer experiences.
  24. 24. References • Marc Stickdorn: Service Design Thinking, • • • • • • • • • • services •