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Defining Service Design
Katrine Rau Ofenstein gave a presentation on service design at Krabbesholm Højskole on November 14, 2011. She discussed where services can be found, such as in governments, non-profits, businesses and more. She defined service design as planning people, infrastructure, communication and materials to improve quality and customer interactions. Unlike product design, service design cannot prescribe exact results from customer interactions. Effective service design considers the actors involved, service scenarios and components used. Tools like customer journey maps are also important.
Defining Service Design
- 1. Hello again Krabbesholm Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
- 2. Service Design Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
- 3. Where do youfind services? Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
- 4. The Govern- Organisational Acedemia Marketing ments structure Public Non-Profit Sector Fundraising Library Where do you find services? Product Service System Marketing Private Businesses Bank Systems Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
- 5. Iphones, Ipod, Ipads,Itunes,... Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
- 6. Transportation Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
- 7. Hospitals Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
- 8. How to defineService Design? Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
- 9. “ Service Design ... is the activity of planning and organizing people, infrastructure, ” communication and material components of a service in order to improve its quality and the interaction between service provider and customers. Design according to the needs of customers, so the service is user- friendly, competitive and relevant to the customers. Focus on the behavior of the customers, their needs and motivations. Cottam, Hilary; Leadbeater, Charles (2004), Co-Creating Services Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
- 10. Some of thedifferences between Product Design & Service Design Products are created and “exist” before being purchased and used. Services come to existence at the same moment they are being provided and used. Product; A designer can prescribe the exact configuration of a product. Service; A designer cannot in the same way prescribe the result of the interaction between customers and service providers nor prescribe the form and characteristics of any emotional value produced by the service. Consequently, service design is an activity that suggests behavioural patterns or “scripts” to the actors interacting in the service, leaving a higher level of freedom to the customers’ behaviour. Inspired by Cottam, Hilary; Leadbeater, Charles (2004), Co-Creating Services Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
- 11. When designing services... ServiceDesign becomes a way of thinking Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
- 12. Think of everythingin steps You take one step at a time... Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
- 13. Examples on ServiceDesigns Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
- 14. Service Design Virtual Supermarketin a Subway Station Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
- 15. Service Design Making LIFEbetter in local communities Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
- 16. Service Design Student projectat CIID - Family on the Wings Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
- 17. Service Design Student projectat CIID - Mind Thread Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
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- 20. Three Main Factorsto Consider 1) Identify the actors involved in the service (Who is involved?) 2) Consider the different service scenarios (What is happening? Is it taking place in a specific area of the location? Which steps does the user have to go through? Is it taking place in front of the end-user or “behind the scenes”? ) 3) Consider the components of the service (Which physical elements are used? Which interactions? Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
- 21. Service Design Tools andMethods Together with the most traditional methods used for product design, service design requires methods and tools to control new elements of the design process, such as the time and the interaction between actors. Cottam, Hilary; Leadbeater, Charles (2004), Co-Creating Services Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
- 22. Think of everythingin steps - Customer Journey Map You take one step at a time. Consider who, when, where, what. Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
- 23. Service Design Network Denmark Web: denmark.service-design-network.org Linkedin group: Service Design Network Denmark Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011