The document discusses the importance of service design, highlighting the shift from product-centric to service-centric approaches in contemporary business. It defines service design as a practice that focuses on creating valuable user experiences through an iterative and collaborative process that considers various touchpoints. Additionally, it outlines practical tools for service design, such as user research, service blueprints, and the process of identifying user journeys and touchpoints.

1. Servicise:
Thinking
beyond
products
N EXT 2 0 1 3 / A P R I L 2 3 , 2 0 1 2
Katrin Dribbisch &
Martin Jordan,
Service Design Berlin

2. What to expect from today
• Why service design matters
• Designing products vs. designing services
• Service design mindset
• Useful service design tools
What?
Who?
How?
• Hands-on session

3. Katrin
PhD Candidate,
University of
Potsdam
Who are we?
Manuel
Service Designer,
Fjord
Olga
Community
Manager,
Stylemarks
Martin
User Experience,
Nokia

4. Why service design
matters

5. A Shift From Manufacturing ...
Sources: Government Accountability Office; Bureau of Labor Statistics
— New York Times, January 22, 2012

6. Almost certainly you are building a service, not a
product.
Services could be considered the new products.
Products do not vanish but are embedded in an
ecosystem. This service ecosystem encompasses
all touchpoints with the user.
In other words ...

7. From products
to services

8. “[Everything] that you can’t drop on your foot,
ranging from hairdressing to websites.”
What is a service?
— M AT T H E W B I S H O P
The Economist
* – in ‘Essential Economics: An A to Z Guide’, 2004
*

9. The difference between a ...
P R O D U C T S E R V I C E
A pre-produced,
finished thing
waiting on the
shelf to be picked
up by a consumer.
A pre-planned set of
activities waiting to
be shaped and
executed in inter-
action with a user.

10. Hybrids
Past
Product Service
Present
Product Service
Service Product
— The Product Service Hybrid (after Spath / Ganz)
Future
Service
Product
(Amazon Kindle)(Car) (Car sharing)(Laundry) (iPod)

11. Let‘s look at an example.
R E CO R D STO R E I T U N E S
has limited space
for records, fixed
opening hours and
is dependent on its
location – staff
knows your taste
has almost unlimited
digital storage for all
kinds of music, is
always and from
anywhere accessible –
Genius knows your taste

12. P R O D U C T D E S I G N
singular object &
usage thinking
S E R V I C E D E S I G N
thinking of user
flows, touchpoints
and ecosystem
Designing products vs. services

13. How can
one think
of single
products
still?
Images: Daimler AG
communicate
drive
welcome
register
locate
enter
startenjoy

14. A service design
mindset

15. “Service Design is a practice to create useful,
usable, desirable, effective and distinctive
services. These are developed through an iterative,
user-centred and collaborative design process,
focusing on the end user experience and taking
multiple tangible and intangible touchpoints in
consideration. Service Design aims to create value
for both the business as well as the customer.”
Icons: Ugur Akdemir / The Noun Project

16. “Service Design is a practice to create useful,
usable, desirable, effective and distinctive
services. These are developed through an iterative,
user-centred and collaborative design process,
focusing on the end user experience and taking
multiple tangible and intangible touchpoints in
consideration. Service Design aims to create value
for both the business as well as the customer.”
Icons: Ugur Akdemir / The Noun Project

17. Image: Inter IKEA Systems B.V.
useful

18. Image: Thomas Hawk / Flickr
usable

19. desirable
Image: Maxene Huiyu / Flickr

20. Image: Deutsche Post DHL
effective

21. distinctive
Image: atmtx / Flickr

22. “Service Design is a practice to create useful,
usable, desirable, effective and distinctive
services. These are developed through an iterative,
user-centred and collaborative design process,
focusing on the end user experience and taking
multiple tangible and intangible touchpoints in
consideration. Service Design aims to create value
for both the business as well as the customer.”
Icons: Ugur Akdemir / The Noun Project

23. iterative

24. user-centred

25. collaborative

26. “Service Design is a practice to create useful,
usable, desirable, effective and distinctive
services. These are developed through an iterative,
user-centred and collaborative design process,
focusing on the end user experience and taking
multiple tangible and intangible touchpoints in
consideration. Service Design aims to create value
for both the business as well as the customer.”
Icons: Ugur Akdemir / The Noun Project

27. Useful service
design tools

28. Tools & deliverables
User research..........
Personas..................
User Journey............
Business model
canvas......................
Service Blueprint.....
Service prototype....
What is the user need
Who is the target audience
How does the customer
experience the service
What is the business
model
The user & business view
on the service
How does the service feel
like

29. Tools & deliverables
User research..........
Personas..................
User Journey
Business model
canvas......................
Service Blueprint
Service prototype....
We would like to
use these in our
hands-on session

30. Service Blueprints are …
•a way of visually mapping out the
complexity of services
•aligning frontstage customer experience
with backstage business processes
•offer a simultaneous user-centered and
enterprise-centered focus

31. What? EX A M P L E BY S R I S H T I R AO

32. What? K E Y A S P E C TS
Icons: Juan Pablo Bravo, Jon Trillana / The Noun Project
Frontstage
(seen by customer)
Backstage
(not seen by
customer but
necessary
to performance)
L I N E O F V I S I B I L I T Y
user / customer journey -
phase by phase, step by step
channels / touchpoints -
channel by channel,
touchpoint by touchpoint
backstage processes -
stakeholder by stakeholder,
action by action

33. What? CO M P O N E N TS
Icons: Olyn LeRoy, Dmitry Baranovskiy / The Noun Project
Customer Actions
Onstage / Visible Contact Employee Actions
Backstage/Invisible Contact Employee Actions
Support Processes
Physical Evidence
L I N E O F V I S I B I L I T Y
L I N E O F I N T E R AC T I O N
I N T E R N A L I N T E R AC T I O N

34. Why?
understand how different parts of a service
work as a whole
break down barriers between business units
coordinate parallel workstreams
reveal opportunities for joining up
processes

35. When?
analysing an existing service
creating a new service

36. Exercise
From user
journey to
service blueprint

37. Task 1
Describe the
user journey
for your persona
(15 min)

38. Servicise - Thinking beyond products
Elevator Pitch & Persona for “Kitchensurfing”
Lars, 37
Freelance Developer
...thinks
...feels
...says
...does
I love the variety of dishes that I
can get with Kitchensurfing.
I don’t want to have the hassle of
cooking and I hate doing the
dishes.
Always books the same two
chefs, because he loves the
dishes that they cooked for him.
I want to impress my friends
when they come over.
For
TARGET
CUSTOMER
CUSTOMER
NEED
SERVICE
NAME
MARKET
CATEGORY
who
in
that
Unlike
the service
is a
ONE KEY
BENEFIT
COMPE-
TITION
LOCATION
(STREET)
UNIQUE
DIFFEREN-
TIATOR
What he...
Food lovers
don’t want to cook themselves at
private dinner events
Kitchensurfing
market place for chefs
Berlin & New York
brings chefs into their customers
home
a catering service
establishes a close connection
between the cook and the customer

39. Task 2
Identify the most
important
touchpoints
(15 min)

40. Servicise - Thinking beyond products
Service Blueprint: User Journey & Touchpoints
Aware
The point when the
user first learns about
the service
From: “Service Design - From insights to implementation” by Andy Polaine et al.
The sign-up or
registration phase
The usual usage period of
the service
The user’s expanding
usage of the service
The point when the user finishes
using the service (for a single
session of forever)
Join Use Develop Leave
Touchpoints

41. Task 3
Visualise the
backend
processes for
this service
(15 min)

42. Servicise - Thinking beyond products
Service Blueprint: Backstage processes
From: “Service Design - From insights to implementation” by Andy Polaine et al.
Line of visibility

43. Take-away

44. combine user-centered and business-
centered perspectives
think beyond products, rather envision the
ecosystem of a service
understand how different parts of a service
work as a whole

45. Reading recommendations
Andy Polaine et al.:
‘Service Design:
From Insight to
Implementation’
Marc Stickdorn /
Jakob Schneider et
al.: ‘This is Service
Design Thinking’
Mary Jo Bitner et al.:
‘Service Blueprinting:
A Practical Technique
for Service Innovation’

46. Questions
please!
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin