What is service design and why should you care? What about user-centered design and all the UI/UX? Digital is a key touchpoint for the customer, however, successful delivery of delightful customer experiences is a multi-modal effort that involves your employees, partners, systems, and even brand. Great service experiences involve elegant orchestration of all the moments customers engage with your company, whether they are visiting a physical space, being attended to, calling a support number, or receiving an SMS alert. In this session, we will understand the difference between service design and other design disciplines you might already be employing, and will check out tools that will help you see your customer’s entire journey with your service clearly, identify ways to make it more seamless and delightful, and unite your organization in delivering on this vision.

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NASSCOM Design Summit
Beyond the screen:
Service Design in the age
of digital
Peyush Agarwal
2018.01.19
Designit

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Hi!
I’m Peyush.

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digital components are only a
portion of the complete customer
journey through your brand
landscape

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customers expect smarter
products, better services and more
meaningful experiences that create
true value in their lives.
digital and/or analog.

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creating great experiences requires
orchestrating interactions between
customers, employees, systems,
machines, and the physical world.

7. think not product

8. but product-service
ecosystem

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what about service
design for India?

10. %GVA of services
sector in India
53.6
Trade, hotels, transport,
communication,
broadcasting, financial, real
estate, professional services,
public administration,
defence…
source: http://statisticstimes.com/economy/sectorwise-gdp-contribution-of-india.php

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source: https://cdn.static-economist.com/sites/default/files/imagecache/1280-width/20180113_WOC222.png

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net net:
well crafted service design
in a service economy is a
powerful tool to create
significant competitive
advantage

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SD vs. UX vs.
UCD vs. CX vs…

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service design
vs. UX
Interaction between a person and a
touchpoint.

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service design
vs. UCD (user-centered design)
putting people at the heart of the design
process. Agnostic to the type of design -
visual, digital, service etc.

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service design
vs. CX (customer experience)
how a customer experiences or interacts
with a business, independent of the
business’s experience of providing value.

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service design vocabulary
Front stage
Backstage
Channels
Touchpoints
Actors
Sequencing
Customer
journey
Service
design
blueprint

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front stage
everything evident to and experienced by
the customer. Includes products,
touchpoints, and channels.

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backstage
everything necessary to enable customer
experience but not evident to the customer
- channels, employees, operations, policies,
partners, technology, infrastructure,
systems, processes etc.

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channels
Medium of interaction between the
customer and the org - digital tools, apps,
chat, SMS, email, kiosk, voicecall, social, in-
store etc.

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touchpoints
Instance of interaction between the
customer and the org. Includes device,
channel, and context of interaction.

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actors
Mostly people, sometimes devices,
locations, and even props. Customers,
employees, vendors, contractors, front
stage, backstage etc.

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sequencing
Lining up touchpoints in temporal order.
Can be several simultaneously occurring
such orders.

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customer journey
A series of touchpoints that together
illustrate end-to-end of a specific context of
interaction between the customer and the
org, from the customer’s pov. Frontstage.

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service design blueprint
All interactions that happen between front
stage and backstage, and between
customers, employees, systems, locations,
etc. for a customer journey. Frontstage and
backstage.

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Let’s try this out!

27. buy formal trousers for men
online

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Customer journey
Browse Select Checkout Submit Ship Unbox Trousers

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Looks great!
finally!
Customer journey II
Pick up
trousers
Drive to… Tailor Wait while
length is
altered

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HMW redesign this journey?
Browse Select Checkout Submit Ship Unbox Trousers
Success! Ship back Alteration To the tailor Pickup

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creating the
service design
blueprint

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Physical
evidences
Customer
activity
Actors FS
Actors BS
System
Policy/rule
Location
Observation
Questions?
Key moment
Opportunity
Browse Select Checkout Submit Ship Unbox Trousers Success!Ship backAlterationTo the tailorPickup
Service design blueprint
Frontstage
Backstage
Insighting

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z
Thanks
Gracias
Gràcies
Danke
Tak
Takk
Tack
‫תודה‬
ありがとう
धन्यवाद
Peyush Agarwal
Global Strategic Design Director
Designit
+91 9972 000 188
peyush.agarwal@designit.com