Service design is focused on creating usable, easy, and desirable experiences for services through a combination of tangible and intangible channels. It takes a user-centered approach to understand behaviors, needs, and expectations in order to develop new service solutions. Some key tools of service design include service safaris to experience services firsthand, storyboards to prototype experiences, and service blueprints to map the customer journey. Applying service design helped a clothing manufacturer improve collaboration between departments, provide better support to user groups, and deliver a more seamless service experience leading to increased profits and staffing.
Creating The Best Customer Experience CX Strategy Complete DecksSlideTeam
Customer Experience CX is the interaction between a customer and the business. Customer service is just one aspect of customer experience as CX involves all interactions with a business. A great customer experience ensures brand loyalty. It results in lower churn and increased revenue. Companies are, therefore, giving importance to developing a customer experience strategy to ensure a positive and seamless experience across all touchpoints of the customer journey, be it online or offline. For businesses wishing to learn how to go about building a CX strategy or reviewing theirs, this complete deck walks you through developing the perfect customer experience strategy from scratch. This involves developing customer personas to have a better understanding of the customers needs and wants and mapping customer journey to know their thoughts, feelings and behaviour at each stage of the buying journey. The customer experience templates provided in this extensively researched deck help you list out the pain points of the customer, identify their root cause and find solutions. These steps help you in developing the CX strategy and creating a roadmap to ensure successful implementation of the project. https://bit.ly/2WN0o8i
These are slides I used to keynote the inaugural MarTech Delhi event in India. It covers the topic of CX (Customer Experience) and provides practical advice to build a roadmap and strategy for your organization.
Service in the Industry is not a Product Feature but a Business ModelOuke Arts
Produced by Ouke Arts, Strategy Consultant
working for Strategy Boutique Thaesis and supported by trendwatching.com.
http://www.linkedin.com/in/oukearts
http://www.thaesis.nl
http://www.trendwatching.com
How important is customer satisfaction for your business today? Meeting the needs of the customer through business process outsourcing is the new lynchpin for organizations when it comes to determining their profits. Customer service outsourcing is no longer a novelty. It is a necessity. There is now an increasing need to strike a balance between customers and shareholders. Is your organization equipped to address this need?
Digital will be on the business agenda for the foreseeable future. Using service design thinking can bring another level of capabilities to organisations by bringing in the crucial human perspective that makes any digital endeavour more relevant.
Presentation at CCC (Callidus Customer Conference) in Vegas earlier this year (April 2015). Covers the topics related to Customer Experience at a high level for Executives to get the knowledge they need.
Creating The Best Customer Experience CX Strategy Complete DecksSlideTeam
Customer Experience CX is the interaction between a customer and the business. Customer service is just one aspect of customer experience as CX involves all interactions with a business. A great customer experience ensures brand loyalty. It results in lower churn and increased revenue. Companies are, therefore, giving importance to developing a customer experience strategy to ensure a positive and seamless experience across all touchpoints of the customer journey, be it online or offline. For businesses wishing to learn how to go about building a CX strategy or reviewing theirs, this complete deck walks you through developing the perfect customer experience strategy from scratch. This involves developing customer personas to have a better understanding of the customers needs and wants and mapping customer journey to know their thoughts, feelings and behaviour at each stage of the buying journey. The customer experience templates provided in this extensively researched deck help you list out the pain points of the customer, identify their root cause and find solutions. These steps help you in developing the CX strategy and creating a roadmap to ensure successful implementation of the project. https://bit.ly/2WN0o8i
These are slides I used to keynote the inaugural MarTech Delhi event in India. It covers the topic of CX (Customer Experience) and provides practical advice to build a roadmap and strategy for your organization.
Service in the Industry is not a Product Feature but a Business ModelOuke Arts
Produced by Ouke Arts, Strategy Consultant
working for Strategy Boutique Thaesis and supported by trendwatching.com.
http://www.linkedin.com/in/oukearts
http://www.thaesis.nl
http://www.trendwatching.com
How important is customer satisfaction for your business today? Meeting the needs of the customer through business process outsourcing is the new lynchpin for organizations when it comes to determining their profits. Customer service outsourcing is no longer a novelty. It is a necessity. There is now an increasing need to strike a balance between customers and shareholders. Is your organization equipped to address this need?
Digital will be on the business agenda for the foreseeable future. Using service design thinking can bring another level of capabilities to organisations by bringing in the crucial human perspective that makes any digital endeavour more relevant.
Presentation at CCC (Callidus Customer Conference) in Vegas earlier this year (April 2015). Covers the topics related to Customer Experience at a high level for Executives to get the knowledge they need.
Becoming Customer Centric: A Business and IT RoadmapPlus Consulting
The rapid rise of global competition, combined with the adoption of Internet-based communications and cloud processing power, has created a state of hypercompetition across most industries. The antidote? Become customer centric. Here's a brief business and IT roadmap to make it happen.
Addressing the contact center opportunity, discuss five important contact center trends, and explain how companies can embrace these trends to create a smart strategy that can improve the top and bottom line.
Product Vision and Strategy - Creating Value Doug Henderson
Discussion at the Alpha Loft's Full Stack meetup in Portsmouth NH on 3/25/2015. Discussed Product Value Proposition, Business Model Canvas, Value Map, Customer Segments, Customer Research, Lean Startup Methodology.
We are here to help organizations to become agile and efficient during their digital transformation, we help them to create competitive edge, increase customer satisfaction, minimize the overheads and eventually increase revenue.
Roadmap to omnichannel customer excellenceEnrico Pruis
This is the age of the customer. How can we change our organisations in such a way that we can adapt to the omnichannel behaviour of generation Y. Tieto helps you to bridge the gap between McKinsey's integrated retail theory and a real transformation to all levels of your organisation. The consumer of today is omnichannel. We can help you becoming omnichannel customer excellent.
The Customer Experience Radar is a lens for marketing transformation leaders to look through to gain added perspective on the relationship between elements of culture change. It illustrates company core values as the nucleus of change and then radiates out to company culture and then to Customer Experience.
This lens is helpful if you're looking for transformation simplification and is intended to be hijacked and changed itself to better meet your specific needs.
Excellent isn't good enough anymore - now you need to deliver the experience,...Chris Parker
CIO's of today and tomorrow need to connect directly to the customer journey if they want to avoid being commoditised by the consumerisation and commercialisation of IT.
This presentation was given during the 2010 CIO Day in the Netherlands (www.cioday.nl) and was a call to action for the audience to choose where they will be positioned in the future: supporting, inspiring or leading the customer journey.
How do you know you're ready for a Design Sprint?Highland
For leaders who want their teams to embrace human-centered approaches and collaborate in new ways, Sprints are a fantastic way to start.
Join Highland’s CX Practice Director David Whited and Lead Experience Designer Amrita Kulkarni as they share how Research Sprints and Design Sprints make Design Thinking—a reliable methodology to address complex, ambiguous problems—accessible in a way they have never been before. David and Amrita will introduce the purpose and philosophy of Sprints, talk through the differences between Research and Design Sprints, and what kind of issues, problems, or opportunities are the right fit for each.
We’ll be joined by Jennifer Severns, CXO, and Jennifer O’Brien, Innovation and Insights Manager, from the American Marketing Association, who will share how their organization has used Sprints to catalyze a culture of Design Thinking at the AMA. They will reflect on the realities of introducing Sprints and Design Thinking into an established organization, sharing advice for helping others think and work in new ways.
Attendees will learn:
- How are Research Sprints different from Design Sprints
- When is the right time or moment to conduct a Sprint
- What it takes for Sprints to be successful
- How to amplify Sprint outcomes for change in your organization
Client Experience for Professional Services - KeynoteCX Pilots
Experience for Client Services is different. Law firms, consultancies, engineering firms, management consultancies have to plan for and deliver experiences where the relationship is the core product. This keynote was delivered by Steven Keith from CX Pilots at CXPS 2017. It details what Client Services professionals need to thinking and doing to succeed in Professional Services today.
It explores the difference between CX/CEM (customer experience) and Client Experience.
Customer Experience: Customer Experience is the sum total of all feelings and interactions a customer has with a brand over time. It’s a volume concern. Lower incremental stakes.
Sure, it’s about relationships, but it’s a lot more about removing friction from discrete interactions.
Client Experience: Client Experience has a similar sum but it is far more concerned with longevity and depth of relationships.While discrete interactions are important, it’s more about qualitative relationships where highly-skilled services are the “product” delivered, personally.
Frequently asked questions about customer journey mappingsuitecx
Customer Journey Mapping is a tried and true technique to better understand your customers' experiences as the foundation for driving change and innovation.
This document contains the best of our knowledge from over 50 combined years of consulting using Customer Journey Maps with clients.
This article seeks to prove the growing widespread presence of the 6th vertical, their increasing economic power, and what they almost uniformly want from their service providers.
How human insights focused organizations become CX leaders UserTesting
In this webinar, guest speaker Forrester Analyst Kelly Price, and UserTesting VP of Strategic Services Janelle Estes will discuss why customer understanding driven by Human Insights is the foundation of great customer experience (CX).
To become a CX leader, it is vital to cultivate customer empathy and push more human insights to all edges of your organization. Join us to find out more about various trends in the industry today and key recommendations to facilitate your CX transformation.
You'll learn:
Forrester’s six core concepts that make or break CX leaders
Where some go wrong, shortcomings of typical approaches
How to transform into a human-insights led organization
Real-world success stories from CX leaders
customer experience evaluation and modeling - opiniacZbigniew Nowicki
How to plan, implement, and develop customer experience evaluation project. Research methods. Opiniac.com platform key information. Main advantages of implementing CX solution.
Digital Banking: Enhancing Customer Experience; Generating Long-Term Loyalty ...Cognizant
To stay profitable and grow in the new digital economy, banks need to adopt a customer-centric business model, diversify online delivery of products and services channels and begin making meaning from valuable trails of digital information.
A presentation at the FISCAR2010 Activity Theory conference in Helsinki on my research on new forms of academic research work using approaches from agile programming and peer production.
DIY Service Design, the toolkit (euroIA 2014, Brussels)Koen Peters
In this euroIA workshop, moderated by Kristel Vanael, Joannes Vandermeulen and Koen Peters, you will learn the methods and techniques to create an optimal service experience for your customer. During the exercises, you will be using the workshop material, posters and technique cards from the Service Design toolkit (http://www.servicedesigntoolkit.org/) that Namahn and Design Flanders have developed together.
Becoming Customer Centric: A Business and IT RoadmapPlus Consulting
The rapid rise of global competition, combined with the adoption of Internet-based communications and cloud processing power, has created a state of hypercompetition across most industries. The antidote? Become customer centric. Here's a brief business and IT roadmap to make it happen.
Addressing the contact center opportunity, discuss five important contact center trends, and explain how companies can embrace these trends to create a smart strategy that can improve the top and bottom line.
Product Vision and Strategy - Creating Value Doug Henderson
Discussion at the Alpha Loft's Full Stack meetup in Portsmouth NH on 3/25/2015. Discussed Product Value Proposition, Business Model Canvas, Value Map, Customer Segments, Customer Research, Lean Startup Methodology.
We are here to help organizations to become agile and efficient during their digital transformation, we help them to create competitive edge, increase customer satisfaction, minimize the overheads and eventually increase revenue.
Roadmap to omnichannel customer excellenceEnrico Pruis
This is the age of the customer. How can we change our organisations in such a way that we can adapt to the omnichannel behaviour of generation Y. Tieto helps you to bridge the gap between McKinsey's integrated retail theory and a real transformation to all levels of your organisation. The consumer of today is omnichannel. We can help you becoming omnichannel customer excellent.
The Customer Experience Radar is a lens for marketing transformation leaders to look through to gain added perspective on the relationship between elements of culture change. It illustrates company core values as the nucleus of change and then radiates out to company culture and then to Customer Experience.
This lens is helpful if you're looking for transformation simplification and is intended to be hijacked and changed itself to better meet your specific needs.
Excellent isn't good enough anymore - now you need to deliver the experience,...Chris Parker
CIO's of today and tomorrow need to connect directly to the customer journey if they want to avoid being commoditised by the consumerisation and commercialisation of IT.
This presentation was given during the 2010 CIO Day in the Netherlands (www.cioday.nl) and was a call to action for the audience to choose where they will be positioned in the future: supporting, inspiring or leading the customer journey.
How do you know you're ready for a Design Sprint?Highland
For leaders who want their teams to embrace human-centered approaches and collaborate in new ways, Sprints are a fantastic way to start.
Join Highland’s CX Practice Director David Whited and Lead Experience Designer Amrita Kulkarni as they share how Research Sprints and Design Sprints make Design Thinking—a reliable methodology to address complex, ambiguous problems—accessible in a way they have never been before. David and Amrita will introduce the purpose and philosophy of Sprints, talk through the differences between Research and Design Sprints, and what kind of issues, problems, or opportunities are the right fit for each.
We’ll be joined by Jennifer Severns, CXO, and Jennifer O’Brien, Innovation and Insights Manager, from the American Marketing Association, who will share how their organization has used Sprints to catalyze a culture of Design Thinking at the AMA. They will reflect on the realities of introducing Sprints and Design Thinking into an established organization, sharing advice for helping others think and work in new ways.
Attendees will learn:
- How are Research Sprints different from Design Sprints
- When is the right time or moment to conduct a Sprint
- What it takes for Sprints to be successful
- How to amplify Sprint outcomes for change in your organization
Client Experience for Professional Services - KeynoteCX Pilots
Experience for Client Services is different. Law firms, consultancies, engineering firms, management consultancies have to plan for and deliver experiences where the relationship is the core product. This keynote was delivered by Steven Keith from CX Pilots at CXPS 2017. It details what Client Services professionals need to thinking and doing to succeed in Professional Services today.
It explores the difference between CX/CEM (customer experience) and Client Experience.
Customer Experience: Customer Experience is the sum total of all feelings and interactions a customer has with a brand over time. It’s a volume concern. Lower incremental stakes.
Sure, it’s about relationships, but it’s a lot more about removing friction from discrete interactions.
Client Experience: Client Experience has a similar sum but it is far more concerned with longevity and depth of relationships.While discrete interactions are important, it’s more about qualitative relationships where highly-skilled services are the “product” delivered, personally.
Frequently asked questions about customer journey mappingsuitecx
Customer Journey Mapping is a tried and true technique to better understand your customers' experiences as the foundation for driving change and innovation.
This document contains the best of our knowledge from over 50 combined years of consulting using Customer Journey Maps with clients.
This article seeks to prove the growing widespread presence of the 6th vertical, their increasing economic power, and what they almost uniformly want from their service providers.
How human insights focused organizations become CX leaders UserTesting
In this webinar, guest speaker Forrester Analyst Kelly Price, and UserTesting VP of Strategic Services Janelle Estes will discuss why customer understanding driven by Human Insights is the foundation of great customer experience (CX).
To become a CX leader, it is vital to cultivate customer empathy and push more human insights to all edges of your organization. Join us to find out more about various trends in the industry today and key recommendations to facilitate your CX transformation.
You'll learn:
Forrester’s six core concepts that make or break CX leaders
Where some go wrong, shortcomings of typical approaches
How to transform into a human-insights led organization
Real-world success stories from CX leaders
customer experience evaluation and modeling - opiniacZbigniew Nowicki
How to plan, implement, and develop customer experience evaluation project. Research methods. Opiniac.com platform key information. Main advantages of implementing CX solution.
Digital Banking: Enhancing Customer Experience; Generating Long-Term Loyalty ...Cognizant
To stay profitable and grow in the new digital economy, banks need to adopt a customer-centric business model, diversify online delivery of products and services channels and begin making meaning from valuable trails of digital information.
A presentation at the FISCAR2010 Activity Theory conference in Helsinki on my research on new forms of academic research work using approaches from agile programming and peer production.
DIY Service Design, the toolkit (euroIA 2014, Brussels)Koen Peters
In this euroIA workshop, moderated by Kristel Vanael, Joannes Vandermeulen and Koen Peters, you will learn the methods and techniques to create an optimal service experience for your customer. During the exercises, you will be using the workshop material, posters and technique cards from the Service Design toolkit (http://www.servicedesigntoolkit.org/) that Namahn and Design Flanders have developed together.
As the leaders in social design and data visualization, JESS3 shares ten of their insights that they apply to every project. From considering the minute details of Facebook share copy, to developing strategies from the get-go that optimize for the right browsers and devices, this deck promises to share practical (and often unconsidered) advice.
This deck was originally presented at the Intel "Be Social" social media leadership summit by JESS3 co-founder Leslie Bradshaw and Director of Strategy, Brad Cohen on July 11, 2011.
Intel is not only the world's largest semiconductor chip maker, but also one of the leading brands in social --- from strategy, analysis, measurement and execution to innovation, global scaling and operationalizing social. JESS3 is proud to be one of Intel's partners in their continued pioneering in the realms of social strategy and social design.
Social Design / Service Design network meetup in Helsinki 04.02.2014Leyla Nasib
These are the slides that accompanied my introduction to a discussion on Social Design in a Service Design network meetup in Helsinki 04.02.2014.
@SDN_Finland @leyla_nasib
Design thinking is a problem solving process geared for ambiguous situations. There are four principles of design thinking: empathize, visualize, co-create and iterate. This presentation gives tips and techniques for empathizing includes how to interview and how to analyze research data.
The visual analysis of 10 popular/ successful Design Toolkits. 4 Graduate Service Design Students from SCAD (Lauren Peters, Lindsay Vetel, Louis Finklestein, and Richard Ekelman) explore the contextual value of these Design Toolkits and Whom they are created for.
.....................
Contextualizing, analyzing, and quantifying each
toolkit, gave us a new and deeper understanding of
each.
Which also posed the question, are designers too
intimidated to write for other designers?
Or were these toolkits written in order to expand the
notion of design thinking to users who wouldn’t
normally employ these philosophies and to bring a
deeper understanding to outliers?
Explaining Experience Design in a Simple WayJani Modig
What's the difference between User Experience (UX), Customer Experience (CX) and Service Design? In the following slides you'll find out how I interpret the different parts.
The Platform Canvas - Learn how to build Platform Business Models in 45Min Year of the X
The Platform Canvas - Learn how to build Platform Business Models in 45Min @Wolfram Römhild & Marc Ziegler
21st April 2016 at Year of the Monkey in Munich
This is an updated release:
First, I released the Platform Design Canvas alone, then I added the Platform Motivations Matrix to a newly born "toolkit" made of different tools (most of them are still in the making).
Here you can find a context post with a step by step guide to using this preliminary version of the toolkit: http://bit.ly/PDToolkitGuide
This was presented at Service Design 2011 on 3 May, 2011 in Sydney, Australia.
The description:
Service design cannot be practiced to its fullest extent without the capability of capturing and expressing what a service is. In addition to capturing the core processes and logistics of service delivery, such as touchpoints, roles, contexts and purposes, we also need to capture the inherent qualities of the service experience, from both a customer and business perspective.
Drawing on their work with some of Australia’s largest organisations and smallest start-up businesses, Janna DeVylder and Iain Barker of Meld Studios will share practical insights applicable to anyone wanting to use service mapping within their practice. They will look at service mapping as both a process and as an outcome. First they will define what a service map is, what elements are required to create it, and an overview of how you can express a service visually. They will also discuss how the map can be used dependent upon where in the project process you are, from mapping current-state and identifying opportunity areas, expressing future state, or articulating the service roadmap of getting from today to the future.
Based in Sydney, Meld Studios are strategic designers with business brains. They help organisations to see new ways of thinking, explore opportunities and turn ideas into tangible realities.
A talk I gave at UX People 2013 as an attempt to demystify the term 'Service Design'. I talked about the methodologies and tools that service designers use, as well as the attitudes and skills requires to practice the discipline.
Blueprint+: Developing a Tool for Service DesignAndy Polaine
Presented at the Service Design Network Conference 09 in Madeira. The presentation is about a work-in-progress examining how we can best expand the service design blueprint diagramming to include other critical information such as time and emotional states of the participants in the service.
A slidedeck Marc Stickdorn and Jakob Schneider use for presentations on Service Design Thinking in 2013. It uses some examples from the field of tourism to explain the basic concepts, process, methods and tools of service design. Have a look at our websites to learn more on what we're doing or get in touch with us:
The book "This is Service Design Thinking": www.tisdt.com
The software "smaply": www.smaply.com
The mobile ethnography software "myServiceFellow": www.myservicefellow.com
Presentation by Marc Stickdorn & Jakob Schneider.
Graphic design by Jakob Schneider. Like his style? Check his agency: http://kd1.com
How to Become a Thought Leader in Your NicheLeslie Samuel
Are bloggers thought leaders? Here are some tips on how you can become one. Provide great value, put awesome content out there on a regular basis, and help others.
Hvilke deler av forretningsmodellen du kan gjøre mer lønnsom med teknologi? Vi viser deg hvordan du bruker The Business Model Canvas til å finne ut hvordan en applikasjon kan spare bedriften penger.
Marketing Your Technical Communication Services Internally and ExternallySaul Carliner
Whether working internally or externally, technical communicators work as service providers. By actively promoting—marketing—our work, we promote strong relationships with our internal and external clients, satisfaction with our work, and build interest in the full range of services that we provide. This session provides an introduction to marketing technical communication processes in services, including reasons for marketing, the effective use of online and social media to make people aware of our services, and the use of well-timed messages to build and maintain relationships with internal and external stakeholders.
SD101: An Introduction to Innovation Through DesignHuddle Innovation
Traditional approaches to innovation are largely a product of a manufacturing mindset - a hangover from our industrial past.
Today, most developed economies are dominated by the service sector, with services accounting for 70%-80% of GDP. This has lead to the emergence of what Pine and Gilmour (1998) have dubbed the ‘experience economy’. Service design offers organizations a toolset for creating better service experiences through holistic, cross-departmental co-creation.
Successful companies need to be ambitious in improving their products and channels. They must look at them from the users’ point of view to drive digital transformation and remain compelling in a competitive environment. Read our guide for seamless user experience to understand more.
Lo speech di Stefano Guerrieri che racconta il metodo con cui è arrivato a progettare il modello di business della sua startup Playwood. Questo speech è stato fatto a Creativity Day e durante un incontro gratuito presso Impact Hub di Reggio Emilia.
OSS-EBM: Open Source Software Entrepreneurial Business ModellingJoni Salminen
CITE: Teixeira, J., & Salminen, J. (2014). Open-Source Software Entrepreneurial Business Modelling. In L. Corral, A. Sillitti, G. Succi, J. Vlasenko, & A. I. Wasserman (Eds.), Open Source Software: Mobile Open Source Technologies (pp. 80–82). Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-642-55128-4_10
Return on Design: The business value of design for servicesCsilla Narai
Service design is at the forefront of innovation and customer-centered business value generation. This deck explains how we, service designers approach problems, what tools we use and what exactly you, as a decision maker gain from working with us.
In recent months, we have noted growing interest in customer-centricity among our clients. In parallel with delivering great digital experiences, we are having discussions on which other business activities could be enhanced and how. Moreover, many industry conferences have identified integrated UX and customer understanding as the next step in the evolution of business process design.
We therefore decided it was the perfect time to share our own thoughts by publishing our introductory ebook.
2. What is Service Design?
Service Design is all about making the services we
use usable, easy, and desirable. Focused on creating
experiences using a combination of intangible and
tangible mediums to cover a broad range of
channels.
It’s an age old focus, as far back as when trades
were first developed, in Ancient Near East... Can
you guess which trade it was?
2
3. What is Service Design?
Service Design is an emerging field of design
focused on creation of well thought through
experieces.
A service happens over time and is made up of
Touchpoints - the people, information, products and
spaces that we encounter. To design great service it
is important to have service users in mind: do they
include staff, suppliers or customers?
3
4. Example: Service & Product
Apple sells computer products. What makes them
stand out is their service, every touch point that
supports a customer to make a purchase.
From website, online store, inventory, shipping, to
in-store experience, servicing, apps, and accessories,
all of these possible ‘experiences’ act as services
help to support the sale and use of their products.
4
5. How does Service Design help?
Service Design helps to develop well thought out
environments, tools, and processes which enable the
delivery of a superior holistic experience to all
users, and in the end, delights the end-user.
How? By using design tools and methods that can
deliver and in-depth understanding of user
behaviours, their likes, needs, and expectations,
which can enable new solutions to be developed.
5
6. Why Service Design?
When two or more companies offer the same
product or service at similar prices, service design is
what makes you buy from one and not the other.
With larger companies/organisations that have
complicated human to human systems, the Silo
Effect often occurs, this is where Service Design
becomes an increasingly important.
Can you think of some large organisations that
could probably use some more focus with their
Service Design?
6
7. What’s in it for the business
side?
The company with the better thought out
environment, systems, and processes will lend itself
to better staff experiences which leads to better
touch points output that trickles down to better
customer experiences as a whole. All this means
better profit.
Service Design can be used to create an entirely
new service, allowing a business to become a leader.
7
9. Service Design scope
Macro approach and focus.
Organisational level down to various user groups.
Works with qualitative methods to observe people
to people, people to organisations, and orgs to orgs
interactions from the business environment, to
systems, and its processes.
Results in objective strategy for innovation or
change. Sometimes projects for tool development
are needed in order to facilitate the delivery of a
service, and/or to improve the holistic experience.
9
10. UX Design scope
Micro approach and focus.
Project based, people to interfaces (tools/products).
Focuses on a specific user group, such as End-User,
or Customer.
Performs both qualitative and quantitative research
to ensure needs and values are met, resulting in
delightful experiences for the targeted end-users.
10
12. 5 Principles of Service Design
User-Centred
Processes should be experienced through the user’s eyes. Empathy based.
Co-Creative
All stakeholders should be included in the service design process
Sequencing
The service should be visualised as a sequence of interrelated actions
Evidencing
Intangible services should be visualised in terms of physical artefacts
Holistic
The entire environment of a service should be considered
12
14. Service Design Tools
These help Service Designers to discover and define an
organisation’s needs and values within the environment,
systems, processes, the intangibles, as well as it’s end-user
groups needs and values.
Co-creative Brainstorming
ideation techniques used to generate alternative
solutions and opportunities quickly
14
15. To list a few more...
Service Safari
go on-location to experience first hand to gain better understanding
User Shadowing
observe user’s experience in their environment, helps to gain context
and further understand how they interact and identify their needs
Experience Prototyping
a way of testing new service ideas or designs for specific touch points
STORYBOARDS - Quick hand-drawn comic-like
ACTORS - Act the service out using scenarios
15
16. To list a few more...
Business Model Canvas
visual tool describing and developing business models
The Business Model Canvas
Designed for: Designed by: Date: Version:
Key Partners Key Activities Value Propositions Customer Segments
Channels
Revenue Streams
Key Resources
Cost Structure
Customer Relationships
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
is your business more
Cost Driven (leanest cost structure, low price value proposition, maximum automation, extensive outsourcing)
Value Driven (focused on value creation, premium value proposition)
sample characteristics
Fixed Costs (salaries, rents, utilities)
Variable costs
Economies of scale
Economies of scope
designed by: Business Model Foundry AG
The makers of Business Model Generation and Strategyzer
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:
http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
channel phases
1. Awareness
How do we raise awareness about our company’s products and services?
2. Evaluation
How do we help customers evaluate our organization’s Value Proposition?
3. Purchase
How do we allow customers to purchase specific products and services?
4. Delivery
How do we deliver a Value Proposition to customers?
5. After sales
How do we provide post-purchase customer support?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?
For whom are we creating value?
Who are our most important customers?
Mass Market
Niche Market
Segmented
Diversified
Multi-sided Platform
What type of relationship does each of our
Customer Segments expect us to establish
and maintain with them?
Which ones have we established?
How are they integrated with the rest of our
business model?
How costly are they?
examples
Personal assistance
Dedicated Personal Assistance
Self-Service
Automated Services
Communities
Co-creation
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
catergories
Production
Problem Solving
Platform/Network
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
types of resources
Physical
Intellectual (brand patents, copyrights, data)
Human
Financial
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquairing from partners?
Which Key Activities do partners perform?
motivations for partnerships
Optimization and economy
Reduction of risk and uncertainty
Acquisition of particular resources and activities
What value do we deliver to the customer?
Which one of our customer’s problems are we
helping to solve?
What bundles of products and services are we
offering to each Customer Segment?
Which customer needs are we satisfying?
characteristics
Newness
Performance
Customization
“Getting the Job Done”
Design
Brand/Status
Price
Cost Reduction
Risk Reduction
Accessibility
Convenience/Usability
types
Asset sale
Usage fee
Subscription Fees
Lending/Renting/Leasing
Licensing
Brokerage fees
Advertising
fixed pricing
List Price
Product feature dependent
Customer segment
dependent
Volume dependent
dynamic pricing
Negotiation (bargaining)
Yield Management
Real-time-Market
strategyzer.com
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17. To list a few more...
Service Journey Mapping or Blueprinting
a detailed visual representation of the total service over time
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18. Case Study
Couloir Actionwear, Outerwear manufacturer and wholesaler
Problem: 2 year repeat yo-yo cycle of profit and decline, as
well as staff turnover.
Strategy: Service design. Listed observed problem areas, and
began user centred inquiry to discover and define what could
be made better. Included people to people, people to
organisation, and organisation to organisation touch points.
Results: Post 1.5 year change management and implementation
for improvements, company grew from staff of 7 to 17, and
profits increased 30%.
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19. Major breakdowns: Lack of collaboration between touch
points; certain user groups where lacking support from other
groups in order to perform better; products were late in
development, rushed; sales materials were late due to lack of
manpower to meet print deadlines; etc... After all the trickle
down effects, retailers did not receive the best possible service
experience from the company, thus their sales diminished,
which equated to less profits for the company.
Can you see what other effects the breakdowns would have
caused in any of the people to people, people to organisation,
and organisation to organisation touch points?
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20. RESOURCES
SERVICE DESIGN
From Insight to Implementation
THIS IS SERVICE DESIGN
Basics - Tools - Cases
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