SERVICE DESIGN 101
Linnea “Linn” Vizard
Service Design Toronto
servicedesigning.org/cities/toronto
groups.google.com/forum/#!forum/service-de...
What is
Service Design?
http://brianlucid.tumblr.com/post/42020737105/the-disciplines-of-user-experience-a-diagram-by
http://www.kickerstudio.com/wp-content/uploads/2013/03/ux.jpg
http://blogs.forrester.com/kerry_bodine/13-10-04-how_does_service_design_relate_to_cx_and_ux
services
products
services
governance . health . elections
sanitation . education . energy
communications . justice . transit
How is Service Design
different from UX?
One designs the interface
of the experience and the
other the service and
organization behind it.
“
Oliver King - Engine
Service design is holistic while UX tends to
focus on one touchpoint at a time.
Service design describes cross channel
exp...
http://optimalexperience.com/2014/01/temp/
http://optimalexperience.com/2014/01/temp/
What are the
tools of Service
Design?
Service Design Tools
Personas Desktop Walkthrough
Storyboard Service Prototypes
Stakeholder Mapping Co-Creation
Contextual...
Personas
- Fictional profiles representing a user group.
- Based on research.
-Shift focus away from demographics,
towards ...
http://www.servicedesigntools.org/tools/40
Stakeholder Mapping
- Visual or physical representation of various
groups involved with a particular service.
- Interplay ...
http://www.richardprice.com
Customer Journey Map
- Vivid but structured visualization of a
service user’s experience.
- Touchpoints are defined.
- Over...
http://www.servicedesigntools.org/tools/8
Desktop Walkthrough
- Small scale 3-D model of a service
environment.
- Simple models are built with Lego,
cardboard and s...
http://commongroundpeople.com/projects/service-design-training
Service Blueprint
- A visual schematic to specify and detail each
individual aspect of a service.
- Produced collaborative...
Who is
doing Service
Design?
Forrester report ‘The State of Service Design
2013’ identified:
- 70 EMEA agencies
- 35 North American agencies
- 8 Canadia...
Where can I
learn more?
Service Design Resources
This is Service Design Thinking - Stickdorn, Scheider
Service Design Polaine, Lovlie, Reason
serv...
THANKS!
servicedesigning.org/cities/toronto
groups.google.com/forum/#!forum/service-designing-toronto
@wittster
linnvizard...
Service design101
Upcoming SlideShare
Loading in …5
×

Service design101

1,852 views

Published on

Service design101

  1. 1. SERVICE DESIGN 101
  2. 2. Linnea “Linn” Vizard Service Design Toronto servicedesigning.org/cities/toronto groups.google.com/forum/#!forum/service-designing-toronto
  3. 3. What is Service Design?
  4. 4. http://brianlucid.tumblr.com/post/42020737105/the-disciplines-of-user-experience-a-diagram-by
  5. 5. http://www.kickerstudio.com/wp-content/uploads/2013/03/ux.jpg
  6. 6. http://blogs.forrester.com/kerry_bodine/13-10-04-how_does_service_design_relate_to_cx_and_ux
  7. 7. services products
  8. 8. services governance . health . elections sanitation . education . energy communications . justice . transit
  9. 9. How is Service Design different from UX?
  10. 10. One designs the interface of the experience and the other the service and organization behind it. “ Oliver King - Engine
  11. 11. Service design is holistic while UX tends to focus on one touchpoint at a time. Service design describes cross channel experiences or journeys from multiple points of view. UX tends to focus on “the user” Service design may or may not include digital channels or touchpoints. UX tends to focus on digital products.
  12. 12. http://optimalexperience.com/2014/01/temp/
  13. 13. http://optimalexperience.com/2014/01/temp/
  14. 14. What are the tools of Service Design?
  15. 15. Service Design Tools Personas Desktop Walkthrough Storyboard Service Prototypes Stakeholder Mapping Co-Creation Contextual Inquiry Story Telling Cultural Probes Service Blueprints Customer Journey Maps Customer Lifecycle Maps Business Model Canvas Swim Lane Journey Maps
  16. 16. Personas - Fictional profiles representing a user group. - Based on research. -Shift focus away from demographics, towards wants and needs of real people. This is Service Design Thinking
  17. 17. http://www.servicedesigntools.org/tools/40
  18. 18. Stakeholder Mapping - Visual or physical representation of various groups involved with a particular service. - Interplay between groups can be analyzed. - Shared interests can cluster stakeholders. This is Service Design Thinking
  19. 19. http://www.richardprice.com
  20. 20. Customer Journey Map - Vivid but structured visualization of a service user’s experience. - Touchpoints are defined. - Overview of factors influencing the experience from a user’s perspective. This is Service Design Thinking
  21. 21. http://www.servicedesigntools.org/tools/8
  22. 22. Desktop Walkthrough - Small scale 3-D model of a service environment. - Simple models are built with Lego, cardboard and sketching. - Iterative analysis of the situations depicted - allowing for assessment and co-development. This is Service Design Thinking
  23. 23. http://commongroundpeople.com/projects/service-design-training
  24. 24. Service Blueprint - A visual schematic to specify and detail each individual aspect of a service. - Produced collaboratively to create shared awareness of each team’s responsibilities. - Provide a roadmap for actual service delivery. This is Service Design Thinking
  25. 25. Who is doing Service Design?
  26. 26. Forrester report ‘The State of Service Design 2013’ identified: - 70 EMEA agencies - 35 North American agencies - 8 Canadian agencies http://www.forrester.com/The+State+Of+Service+Design+2013/fulltext/-/E-RES108541
  27. 27. Where can I learn more?
  28. 28. Service Design Resources This is Service Design Thinking - Stickdorn, Scheider Service Design Polaine, Lovlie, Reason servicedesigntools.org servicedesigntoolkit.org smaply.com thisisservicedesignthinking.com service-design-network.org
  29. 29. THANKS! servicedesigning.org/cities/toronto groups.google.com/forum/#!forum/service-designing-toronto @wittster linnvizard@gmail.com linnea@usabilitymatters.com

×