Chapter 10

1. Designing Services
The Smart Entrepreneur

2. Designing services
“Your customers are going to have
experience anyway. You might
As well design it so it is as good as
possible.” Clive Grinyer, Head
of experience design, Cisco
So how do you design a great experience?
Copyright of Clare Brass - RCA

3. UK Economy by Gross Value Added
Distribution by employment is similar
What are services?
“Products of economic activity that you can’t drop
on your foot” -The Economist
Services
70.2%
agriculture 1.1%
extraction 2.9%
manufacturing 18.7%
utilities 1.9%
construction 5.2%
Copyright of Clare Brass - RCA

4. Traditional Services (e.g.,
independent shops,
restaurants, hotels, etc)
Professional Services
(e.g. legal, accounting &
consulting practices)
Public Services (e.g. education
system, social services,
defence)
Complex, Systemic Services
(e.g. banks, airlines, large
scale retailing,)
On the increase…
Copyright of Clare Brass - RCA
On the Decline

5. Physical services to people Services to stuff
Intellectual services to people Services to information
Copyright of Clare Brass - RCA
Service Typology

6. Complex services can engage in all these to offer a service package
Copyright of Clare Brass - RCA
Service Typology

7. Passenger hospitality Baggage handling
In-flight entertainment Ticket booking
All these aspects of the service have “tools” to make them
possible, often physical products but sometimes digital support
systems
Copyright of Clare Brass - RCA

8. What about a hamburger?
A product or service? (What are you actually buying?)
Copyright of Clare Brass - RCA

9. Revenue Growth from Services (£ Bn)
Source www.rolls-royce.com Copyright of Clare Brass - RCA

10. “Whenever we are developing designs, we would get cabin crew or
ground staff into the team so we are designing around the way
they work”- Joe Ferry, Head of Design at Virgin Atlantic Design
Council Magazine, Winter 2007, p. 52
Phase 1: Observe / Identify / Understand
Phase 2: Co-creation & Brainstorming
Phase 3: Refine, Measure & Implement
Designing user experiences
Copyright of Clare Brass - RCA

11. Who else?
Copyright of Clare Brass - RCA
Who else would you need in order to make the
service?

12. Copyright of Clare Brass - RCA
Service Design Process Blueprinting

13. Blueprinting is a way of visualising
the touch-points of a service
Copyright of Clare Brass - RCA

14. 1.The identification of the service process, that is supposed to be
blueprinted
2.The identification of the customer segment or the customers that are
supposed to experience the service
3.Picturing the service from the customer’s perspective
4.Picturing the actions of the contact employee (onstage and
backstage), and/or technology actions
5.Linking the contact activities
6.Adding the evidence of service for every customer action step
Service Blueprinting: A Practical Technique for Service Innovation, by
MJ Bitner, AL Ostrom, FN Morgan
Building a blueprint (6 steps):

15. Awareness Join Use LeaveContinue
Face to face
Telephone
Web
Print
Other