Service Design:
an introduction
JANUARY
2014

Agenda
•
•
•
•
Service
design:
what
is
it?
Why
design
services?
How
it’s
done
Challenges
2

A look back
HOW
DID
WE
GET
HERE?

It all started with the industrial revolution.
4

We began designing things
to make life better.
5

Soon, we could make things
faster than ever.
6

And before we knew it…
7

The world was overflowing
with well-designed products.
8

Industry has figured out
efficient production.
9

These days, companies focus on
lean consumption.
10

And providing services
to customers.
11

Customers increasingly choose
products and services based on
the quality of their experiences.
12

Which is why it’s important to
design those services carefully.
13

Service Design
WHAT
IS
IT?

Service Design:
The practice of crafting and orchestrating experiences
across time and touchpoints.
15

Service Design
Because services are human
interaction based,
user centered design practices
come into play.
16

17

Service Design
Product companies are
increasingly reframing
their businesses as
service organizations.
18

Business moving from products to services
19

Why design services?
IS
IT
NECESSARY?

Why design services?
Experiences
Experiences
Interactions
Interactions
Processes
Systems
MAGIC
From on Service Design, Adaptive Path
21

The experience is the product.
BRANDON
SCHAUER,
ADAPTIVE
PATH
22

Why design
services?
When services are consistent
across touchpoints and time,
they deliver great experiences.
23

Why design services?
MARKETING
PLANNING
Big
spend
SERVICE
ANTICIPATION
GAP
SERVICE
PLANNING
Small
spend
24

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

How it’s done
RESEARCH,
PLAN,
DESIGN,
MEASURE

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

How it’s done
1. Research
2. Plan
3. Design
4. Measure
28

1. Research
GATHER
INSIGHTS
Insights
are
gained
through
qualitaIve
research.
29

Insights vs.
Numbers
From Service Design, from Insight to Implementation
30

1. Research
DEPTH
INTERVIEWS
Lengthy,
contextual,
loosely
structured
interviews
with
customers
31

1. Research
OBSERVATIONAL
RESEARCH
Shadowing
customers
as
they
go
about
their
lives
32

1. Research
SERVICE
SAFARIS
Team
members
parIcipaIng
in
services
outside
the
one
being
designed
33

How it’s done
1. Research
2. Plan
3. Design
4. Measure
34

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

37

38

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

From Adaptive Path
40

How it’s done
1. Research
2. Plan
3. Design
4. Measure
41

3. Design
PROTOTYPING
Design
and
test
the
experience
before
spending
resources
and
making
it
permanent
42

Levels of
Experience
Prototypes
From Service Design, from Insight to Implementation
43

•
•
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

How it’s done
1. Research
2. Plan
3. Design
4. Measure
45

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

Avoiding
measurement
pitfalls
Measure across touchpoint
47

Avoiding
measurement
pitfalls
Measure across time
48

Challenges
TO
SERVICE
DESIGN

Challenges
“WE
ALREADY
DO
THAT.”
Service
design
is
a
truly
different
approach
to
developing
service
offerings.
50

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

Challenges
SERVICE
DESIGN
IS
COLLABORATIVE
A
proper
service
design
engagement
involves
many
voices,
many
points
of
view,
many
moIvaIons.
52

Challenges
MOVING
FROM
PRODUCTS
TO
SERVICES
Overhauling
business
pracIces
53

Discussion

thanks