Introduction to Service Design               SERVICE JAM LA | March 1-3, 2013               Savitri Lopez Negrete, Consult...
//What is Service Design?“Service Interfaces are designed for intangibleproducts that are, from the customer’s pointof vie...
//What is Service Design?“Service Designers visualize, formulate andchoreograph solutions that are not yet available.They ...
//Service Sectors                                                                    Securities,                          ...
//So what?60-70% GDPServices account for in developed nations.New jobs & companies Almost all are in this tertiary sector....
//Customer Loyalty
//Customer Loyalty“Service Design is a new concept,introducing new processes andmethods to service providers.”
//The SceneMiami U. Libraries - Digital Collection
//The Scene                                                ScriptSet (space)                                           Act...
//Time and Channels“Services need to be understood as a journey or cycle - aseries of critical encounters that take place ...
//User Journey“The framework of a customer journey helps you thinkabout the experiences and touchpoints that exist beforea...
//Service Spectrum                 Restaurant                                                        Consultancy          ...
//TouchpointsServices have intangible and tangible elements that generate value - tangiblegoods are used as physical evide...
//Service Design Phases    ETHNOGRAPHIC          DEEP DIVE &       DESIGN DEVELOPMENT    RESEARCH              IDEA GENERA...
//Service Design Phases    ETHNOGRAPHIC                 DEEP DIVE &           DESIGN DEVELOPMENT    RESEARCH              ...
//Culture Hunt                 Aim: Gain deeper understanding                 of the workings of a place through          ...
//Shadowing                           Aim: Immerse yourself in the lives              ACT          of customers and staff....
//Interviews               Aim: Uncover unknowns through               questions and observations of the               use...
//Elements of Service DesignINTER-DISCIPLINARY
//Elements of Service DesignINTER-DISCIPLINARYCREATE EVIDENCE
//Elements of Service DesignINTER-DISCIPLINARYCREATE EVIDENCECO-CREATION
//Elements of Service DesignINTER-DISCIPLINARYCREATE EVIDENCECO-CREATIONHOLISTIC
//Elements of Service DesignINTER-DISCIPLINARYCREATE EVIDENCECO-CREATIONHOLISTICRADICALKoivisto & Miettinen, 2009
//BibliographyEngine Service Design (2013). Methods [online] London:     Samalionis, Fran (2013). Designing Interactions [...
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Crash Course: What is Service Design?

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A crash course in what service design is & why it's important. Also includes methods for conducting service design research. By Savitri Lopez Negrete

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Crash Course: What is Service Design?

  1. 1. Introduction to Service Design SERVICE JAM LA | March 1-3, 2013 Savitri Lopez Negrete, Consultant slnegrete@gmail.com
  2. 2. //What is Service Design?“Service Interfaces are designed for intangibleproducts that are, from the customer’s pointof view, useful, profitable and desirable, whilethey are effective, efficient and different forthe provider.”Mager, 2006 2007
  3. 3. //What is Service Design?“Service Designers visualize, formulate andchoreograph solutions that are not yet available.They watch and interpret needs and behavioursand transform them into potential futureservices.”Mager, 2007
  4. 4. //Service Sectors Securities, Professional, Commodities, Scientific, Contracts,Information Technical Financial Administrative, Support,Healthcare, Waste Management, Transportation,Social assistance Remediation Warehousing Other Arts, grantmaking, advocacy, drycleaning, laundry,Rental, Entertainment, parking, dating services,Leasing Recreation pet care, death care....North American Industry Classification System (NAIC); Penin, 2009
  5. 5. //So what?60-70% GDPServices account for in developed nations.New jobs & companies Almost all are in this tertiary sector.8% customer satisfactionWhile 80% of companies believe their service is good.Koivisto & Miettinen, 2009
  6. 6. //Customer Loyalty
  7. 7. //Customer Loyalty“Service Design is a new concept,introducing new processes andmethods to service providers.”
  8. 8. //The SceneMiami U. Libraries - Digital Collection
  9. 9. //The Scene ScriptSet (space) Actors Props Miami U. Libraries - Digital Collection
  10. 10. //Time and Channels“Services need to be understood as a journey or cycle - aseries of critical encounters that take place over time andacross channels.”Parker & Heapy, 2006
  11. 11. //User Journey“The framework of a customer journey helps you thinkabout the experiences and touchpoints that exist beforeand after the most obvious parts of the service.” entering ticketing waiting boarding starting riding planning learning arriving continuingSamalionis, (Customer Journey Map) IDEO
  12. 12. //Service Spectrum Restaurant Consultancy Tangibility + - Hospital Services X-Ray Lab Complexity + - Nursing Home Internet Banking Customer Contact+ -Penin, 2009
  13. 13. //TouchpointsServices have intangible and tangible elements that generate value - tangiblegoods are used as physical evidence of a service called ‘touchpoints’http://www.zipcar.com
  14. 14. //Service Design Phases ETHNOGRAPHIC DEEP DIVE & DESIGN DEVELOPMENT RESEARCH IDEA GENERATION & PROTOYPING
  15. 15. //Service Design Phases ETHNOGRAPHIC DEEP DIVE & DESIGN DEVELOPMENT RESEARCH IDEA GENERATION & PROTOYPING• Culture Hunt • Customer Journey Map • Desktop Walk-throughs• Interviews • Personas • Mock-ups• Shadowing • Service Blueprint • Role Play• System Maps • Storyboarding • Testing
  16. 16. //Culture Hunt Aim: Gain deeper understanding of the workings of a place through photo documentation. Emphasis on quantity + quality! What you get: A collection of insights that can be used to stimulate ideas. Playful, explorative and high energy! [Engine Service Design]
  17. 17. //Shadowing Aim: Immerse yourself in the lives ACT of customers and staff. Observe daily routines and spot genuine reactions and problems. What you get: Understanding of how people really use a service and how to change or improve it. Helps in the ideation and prototyping phases to DO SAY identify processes, resources, touch- points and stakeholders. Use photos, observation, and casual interviews with this technique! [Engine Service Design] FEEL
  18. 18. //Interviews Aim: Uncover unknowns through questions and observations of the user in their own environment. Ask permission, keep it a casual chat, and take mental notes! What you get: Deeper understanding of the user’s desires, motivations, and challenges. Stories and insights can be used to validate the need for your new service. Interview service users and service providers to get a varied perspective and document as much as you can! [Engine Service Design]
  19. 19. //Elements of Service DesignINTER-DISCIPLINARY
  20. 20. //Elements of Service DesignINTER-DISCIPLINARYCREATE EVIDENCE
  21. 21. //Elements of Service DesignINTER-DISCIPLINARYCREATE EVIDENCECO-CREATION
  22. 22. //Elements of Service DesignINTER-DISCIPLINARYCREATE EVIDENCECO-CREATIONHOLISTIC
  23. 23. //Elements of Service DesignINTER-DISCIPLINARYCREATE EVIDENCECO-CREATIONHOLISTICRADICALKoivisto & Miettinen, 2009
  24. 24. //BibliographyEngine Service Design (2013). Methods [online] London: Samalionis, Fran (2013). Designing Interactions [online]United Kingdom. Available at: http://www.enginegroup. IDEO. Available at http://www.designinginteractions.com/co.uk/service_design/methods/. [Accessed February 23, chapters/6. [Accessed February 28, 2013).2013]. ImagesHeapy, Joe and Parker, Sophia (2006). The Journey tothe Interface:How public service design can connect Miami U. Libraries - Digital Collections [image online].users to reform. [online] Demos. Available at: http:// Available at: http://www.flickr.com/photos/muohio_socialinnovation.typepad.com/files/journey-to-the- digital_collections/3200520408/sizes/l/in/photostream/.interface.pdf [Accessed February 28, 2013]. [Accessed February 28, 2013]Koivisto, Mikko and Miettinen, Satu (2009). Designing Orange, Kelly [image online]. Available at: http://www.Services with Innovative Methods [online] University flickr.com/photos/kellyorange/4731994400/sizes/z/in/of Art and Design Helsinki. Available at: http://www. photostream/. [Accessed February 28, 2013]service-design-network.org/system/files/media/Final-Service%20Design%20as%20an%20emerging%20field. Penin, L., 2009. Introduction to Service Design,pdf. [Accessed February 23, 2013]. Urban Services. Parsons The New School for Design, unpublished.Mager, Birgit (2007). Design Dictionary:Perspectives onDesign Terminology [online] Basel: Birkhauser. Available Photo 2217 [image online]. Available at: http://www.at: http://www.service-design-network.org/system/ flickr.com/photos/photo2217/5028575299/sizes/z/in/files/media/Mager_Service%20Design_0.pdf. [Accessed photostream/. [Accessed February 28, 2013]February 23, 2013]. Think Public, 2013. Available at: http://www.thinkpublic.Penin, L., 2009. Introduction to Service Design, com. [Accessed February 28, 2013]Urban Services. Parsons The New School for Design,unpublished. Zipcar, 2013. Available at: http://www.zipcar.com. [Accessed February 28, 2013]

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