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Service Design: an introduction

  1. Service Design: an introduction JANUARY  2014  
  2. Agenda •  •  •  •  Service  design:  what  is  it?   Why  design  services?   How  it’s  done   Challenges   2  
  3. A look back HOW  DID  WE  GET  HERE?  
  4. It all started with the industrial revolution. 4  
  5. We began designing things to make life better. 5  
  6. Soon, we could make things faster than ever. 6  
  7. And before we knew it… 7  
  8. The world was overflowing with well-designed products. 8  
  9. Industry has figured out efficient production. 9  
  10. These days, companies focus on lean consumption. 10  
  11. And providing services to customers. 11  
  12. Customers increasingly choose products and services based on the quality of their experiences. 12  
  13. Which is why it’s important to design those services carefully. 13  
  14. Service Design WHAT  IS  IT?  
  15. Service Design: The practice of crafting and orchestrating experiences across time and touchpoints. 15  
  16. Service Design Because services are human interaction based, user centered design practices come into play. 16  
  17. 17  
  18. Service Design Product companies are increasingly reframing their businesses as service organizations. 18  
  19. Business moving from products to services 19  
  20. Why design services? IS  IT  NECESSARY?  
  21. Why design services? Experiences   Experiences   Interactions   Interactions   Processes   Systems MAGIC From on Service Design, Adaptive Path 21  
  22. The experience is the product. BRANDON  SCHAUER,     ADAPTIVE  PATH   22  
  23. Why design services? When services are consistent across touchpoints and time, they deliver great experiences. 23  
  24. Why design services? MARKETING  PLANNING   Big  spend   SERVICE   ANTICIPATION     GAP   SERVICE  PLANNING   Small  spend   24  
  25. Why design services? SERVICE  ANTICIPATION  GAP   The  loss  of  future  potenIal  revenues  and  the  wasted   ad  spend  when  a  service  doesn’t  meet  or  exceed  the   expectaIons  set  with  the  customer.   Borrowed from Adaptive Path 25  
  26. How it’s done RESEARCH,  PLAN,  DESIGN,  MEASURE  
  27. When designing services, we: •  Design for time and context. How it’s done •  Design the links between touchpoints •  Set consistent expectations •  Fulfill expectations •  Design for the experience of both users and staff. 27  
  28. How it’s done 1.  Research 2.  Plan 3.  Design 4.  Measure 28  
  29. 1. Research GATHER  INSIGHTS   Insights  are  gained  through  qualitaIve  research.   29  
  30. Insights vs. Numbers From Service Design, from Insight to Implementation 30  
  31. 1. Research DEPTH  INTERVIEWS   Lengthy,  contextual,  loosely  structured   interviews  with  customers 31  
  32. 1. Research OBSERVATIONAL  RESEARCH   Shadowing  customers  as  they  go  about  their  lives   32  
  33. 1. Research SERVICE  SAFARIS   Team  members  parIcipaIng  in  services  outside  the  one  being  designed     33  
  34. How it’s done 1.  Research 2.  Plan 3.  Design 4.  Measure 34  
  35. 2. Planning EXPERIENCE  MAP:  WHERE  WE  ARE  NOW   Visual  narraIve  of  the  customer’s  actual  journey,  as   it  stands  today.   Includes  elements  of  “doing,  thinking  and  feeling.” 35  
  36. 36  
  37. 37  
  38. 38  
  39. 2. Planning SERVICE  BLUEPRINT:  WHERE  WE  WANT  TO  BE   a  map  of:   •  the  user  journey:  phase  by  phase,  step  by  step   •  the  touchpoints:  channel  by  channel,  touchpoint   by  touchpoint     •  the  backstage  processes:  stakeholder  by   stakeholder,  acIon  by  acIon 39  
  40. From Adaptive Path 40  
  41. How it’s done 1.  Research 2.  Plan 3.  Design 4.  Measure 41  
  42. 3. Design PROTOTYPING   Design  and  test  the  experience  before  spending   resources  and  making  it  permanent 42  
  43. Levels of Experience Prototypes From Service Design, from Insight to Implementation 43  
  44. •  •  Do people see value in the service in? •  Do people understand how to use it? •  Goals of Service Prototyping Do people understand the service? Which touchpoints are central to providing the service? •  Are the visual elements of the service working? •  Does the language and terminology work? •  Which ideas do the experience prototype testers have for improvement? From Service Design, from Insight to Implementation 44  
  45. How it’s done 1.  Research 2.  Plan 3.  Design 4.  Measure 45  
  46. 4. Measure MEASURING  RETURN  ON  INVESTMENT   •  Financial  gains  (Cost  and  revenue  across  touchpoints)   •  Improvement  in  customer  saIsfacIon     (ExpectaIon  gap,  Net  promoter  score)   •  Reduced  drain  on  resources 46  
  47. Avoiding measurement pitfalls Measure across touchpoint 47  
  48. Avoiding measurement pitfalls Measure across time 48  
  49. Challenges TO  SERVICE  DESIGN  
  50. Challenges “WE  ALREADY  DO  THAT.”   Service  design  is  a  truly  different  approach  to   developing  service  offerings.     50  
  51. Service Design 1.  Customers as co-creators of services, not recipients 2.  Specific people-centric tools and techniques like experience maps and blueprints 3.  Zooms in and out from guiding principles to tactical elements 51  
  52. Challenges SERVICE  DESIGN  IS  COLLABORATIVE     A  proper  service  design  engagement  involves  many   voices,  many  points  of  view,  many  moIvaIons. 52  
  53. Challenges MOVING  FROM  PRODUCTS  TO  SERVICES   Overhauling  business  pracIces 53  
  54. Discussion
  55. thanks