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Introduction to the service model canvas

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The work of a UX designer is becoming increasingly complex, as products and services become increasingly complex. UX designers can no longer design a website, product or app in isolation: they need to consider the broader context - the wider service and customer experience.

But it can be difficult to know where to start when designing a new digital service, or indeed when looking at ways to improve an existing service. There are so many things to think about, so much to consider and explore. Inspired by the business model canvas, the service model canvas is a great way to think about, de-construct, explore and document a service.

In this highly interactive and informative tutorial which I originally ran at Cambridge 2015 you'll learn what the service model canvas is and why it is so useful.

Published in: Design
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Introduction to the service model canvas

  1. 1. Introducing the service model canvas Tutorial
  2. 2. What is the service model canvas? How do I fill it in? When should I use it? Group exercise… Overview
  3. 3. What is the service model canvas?
  4. 4. But I’m a UX designer, not a service designer
  5. 5. UX design ≈ Service design
  6. 6. The service model canvas
  7. 7. Users
  8. 8. Actors
  9. 9. YOU HAVE 60 SECONDS TO IMPRESS ME… Service proposition
  10. 10. Usage
  11. 11. USAGE • Self-service • Listen to music • Share and recommend service • Create playlists • Download apps • Seek out new music • Daily usage
  12. 12. Channels
  13. 13. Competitors
  14. 14. Key activities
  15. 15. KEY ACTIVITIES • Signing artists • Curating content • Blogging • Promoting Spotify • Updating website and app • Resolving support issues
  16. 16. Key resources
  17. 17. KEY RESOURCES • Website • Mobile app • Content delivery infrastructure • Product development team • Marketing team • Customer support team
  18. 18. Challenges
  19. 19. Costs
  20. 20. COSTS • Music royalty payments • Marketing costs • Infrastructure costs • Product development costs • Support costs
  21. 21. Return on investment
  22. 22. Key performance indicators (KPIs)
  23. 23. KPIs • Number of users • Premium subscriptions • Song plays • Frequency of use • Shares • Customer satisfaction
  24. 24. When should I use it?
  25. 25. Implementation Discovery Concept Design
  26. 26. Group exercise
  27. 27. ?
  28. 28. www.uxforthemasses.com/service-model-canvas THANK YOU :-) @neilturnerux slideshare.net/neiljamesturner

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