The document explores the concept of service design and its principles, emphasizing the need for organizations to adapt to market demands and innovate in service delivery. It outlines various types of service innovation, including improvements in service provision and technology-driven solutions, and discusses the importance of blueprinting services to visualize the delivery process. Additionally, it presents selected methods and tools for enhancing service processes through user-centered research and engagement.

1. DESIGNING AND
MANAGING SERVICE
C H A P T E R V I

2. Learning Objective
At the end of this chapter, you should
be able to:
• Understand the concept of service
design
• Be familiar with the different service
design principles
• Learn the differences among the type
of service setting, and
• Explain the necessity for service
process redesign

3. Introduction
To form an innovative mechanism and
to implement innovative ideas it is
necessary to develop local tourism
systems aimed at creating new tourist
resources and products to stimulate
their growth.

4. Concept of Service Design
Design is used for various purposes in
the different aspects of running a
business organization, such as creating
standards in order to justify the premium
price.
Design is often connected to the
organization’s action to changing market
demands, technological innovations, and
emergence of competitors.

5. Service Innovation and Design
Organizations with impeccable track records
apply strategies and philosophies that best fit
their organization. These approaches may be
cutting-edge designs and innovations that
provides impressive products and services.
Organizations tend to adopt strategic balance
to product or services delivery process.
Before implementing service innovation,
organizations can invest more attention in
their cultural dimension.

6. Service Design Principles

7. Service Design Principles
1.HOLISTIC- A carefully planned design
would consider how the different factors
from the environment can enhance the
service process.
2.CO-CREATIVE- Consider as well the
impacts on how the design process can
be properly communicated or delivered
through the stakeholders to maximize
the potential of the service design.

8. Service Design Principles
3. USER-CENTERED- Design must focus on
how customers expect how the products or
services will be delivered. Ultimately, designs
will be dictated on how customers will require
the service.
4. SEQUENCING- In order to render the
best service, proper sequencing and timely
delivery should be done, which may even
increase the level of satisfaction of the
customer.

9. Service Design Principles
5. EVIDENCING- Services should
somehow create a visual expectation of
the product. This would make the service
establishment difficult to forget for it has
created an impact to the customers
already.

10. Types of Service Innovation
1. SERVICE PROVISION INNOVATION- This
innovation is about the services offered by firms
which are either new or improvements of existing
services.
2. SERVICE INNOVATION AROUND CUSTOMER-
This innovation happens when the customer’s role
is redefine or altered.
3. INNOVATION THROUGH SOLUTION- Firms
approach the customer needs not by the traditional
offering of products, but by offering activities
translating to provisions of solutions.

11. Types of Service Innovation
4. SERVICE INNOVATION THROUGH
INTERCONNECTIVITY- The advancement of
technology brought forth the digitization of most
electronic products. This interconnectivity may
result in technology development to be able to
provide comfort and convenience to guest.

12. Blueprinting Services
It is an illustration on how services are
rendered. It shows how service design is
implemented. It is a plan displays the
interaction between departments, or elements
and activities as part of one entity. Some of
the of the steps in blueprinting services are
the following:
a. Prepare diagrammatic format of all the
elements and process of the service design.
Geometric figures may be used to present the
different elements and process flow.

13. Blueprinting Services
b. Recognize possible decision points and
conflicts zones or areas where there could be
possible issue and concern that may arise.
c. Set standards in terms of allowable
adjustments acceptable from the perspective
of both the customer and the organization.
d. Any photos, slides, or videos of the
process can be very useful as pieces of
evidence that represent contact points,
encounters, or interactions

14. Blueprinting Services
e. Analyze the impact of the pieces of
evidence, contact points, and interactions
as regards to the effects to efficiency and
profitability of the organization.

15. Selected Methods and
Tools for Services Process
1.Affinity Diagram
2.Brainstorming
3. Character Profiles
4. Contextual Interview
5.User Journey

16. 6. Cultural Probes
7. Documentaries
8. Empathy Probes
9. Ethnographic User Research
10.Experience Prototype
11.Focus Group
12.Immersion

17. 13. Observation
14. Personas
15. Prototyping
16.Scenarios
17. Service Prototype
18. Shadowing
!9. Stakeholders