This document provides an overview of service design presented by James McConnell. It includes an agenda covering McConnell's background, definitions of service design, key principles such as being user-centered and co-creative, thinking approaches, processes, tools, a planned case study, and resources. The document aims to introduce service design and provide foundational information on its main concepts and approaches.

1. 2012-07-13
v 1.0James McConnell
james.mcconnell@screeninteraction.com
SERVICE DESIGN

2. 2012-07-13
v 1.0James McConnell
james.mcconnell@screeninteraction.com
SERVICE DESIGN
AGENDA
1. Me
2. Definition
3. Principles
4. Thinking
5. Tools
6. Case Study
7. Discussion

3. SERVICE DESIGN V 1.0
- my experience: Work in the community, lifeguard, customer service, manager of childcare scheme, teacher, travelling on SJ.
-

4. SERVICE DESIGN V 1.0
JAMES
DESIGN TOOLS KNOWLEDGE
PHOTOSHOP
ILLUSTRATOR
INDESIGN
WORDPRESS
HTML / CSS
ABLETON LIVE
DESIGN SKILLS
COPYWRITING
VOICEOVER
DESIGN TOOLS (LEARNING)
OMNIGRAFFLE
AXURE
FINAL CUT PRO X
SKILLS
STRUCTURAL
ORGANISATIONAL
PLANNING
CREATIVE
LEADERSHIP
MOTIVATIONAL
PRESENTATIONAL
ATTENTION TO DETAIL
COMMUNICATION
KNOWLEDGE
BRANDING
GROUP DYNAMICS
USER EXPERIENCE
TECHNOLOGY
CONCEPTS
WORKING METHODSRESEARCH & ANALYSIS
BIRD'S EYE VIEW OF PROJECT
USER IN FOCUS
QUESTION / DEBATE
FIND TOOLS & RESOURCES
ASK WHY?
STRUCTURE & VISUALISE
PERSONALITYOPEN
HONEST
CALM
DIRECT
HUMBLE
RELAXED
WORK EXPERIENCELEISURE INDUSTRY
TENNIS COACH
HUMAN RESOURCES
PLAY LEADER
CIRCUS WORKSHOPS
MANAGEMENT OF CHILDCARE ORGANISATION
TEACHER
DESIGNER
EDUCATION
SPORTS COACHING
PLAY-WORK
SVENSKA
VISUAL COMMUNICATION
INTERACTIVE ART DIRECTOR
PHILOSOPHY80% STRUCTURE 20% CHAOS
FOR THE TEAM
SEE THE POSITIVE
INTERESTS
TECHNOLOGY MAC
INNOVATIVE SOFTWARE
FOOTBALL
PODCASTS RADIOLAB
BBC CLICK
GAMESPOT UK
MUSIC PRODUCTION
DJ
GAMES
SCIENCE FICTION
THE MIND DERREN BROWN
FAVOURITE QUOTES
"You were so busy thinking about if you
could, you forgot to consider if you should."
"People ignore design that ignores people"
GOALSHAPPY, HEALTHY FAMILY
MAKE USEFUL THINGS
ENTERTAIN
INNOVATE
STRATEGIC
IOS
WEAKNESSESOVER ANALYSE
CAN WORK SLOWLY
- the older you get, the more experience and skills you gain

5. SERVICE DESIGN V 1.0
T
broad understanding in various disciplines
deepknowledgeinaspecificfield
-You soon become a T-shaped person, is vital when collaborating and working in teams. It’s useful to have some understanding of other’s expertise.
- Service design needs such people as understanding is needed among the various disciplines involved in services.

6. SERVICE DESIGN V 1.0
DESIGN
SERVICE
// DEFINITION
There are many different definitions of service design
It combines many different disciplines, tools and methods.
It’s evolving, which explains why there is no common language or definition

7. SERVICE DESIGN V 1.0
Service design is all about making the
service you deliver useful, usable, efficient,
effective and desirable.
-STEFAN MORITZ, 2005
// DEFINITION

8. SERVICE DESIGN V 1.0
Service design is a holistic way for a
business to gain a comprehensive,
empathic understanding of customer
needs.
-FRONTIER SERVICE DESIGN, 2010
// DEFINITION

9. SERVICE DESIGN V 1.0
Focuses on experiences and interactions,
rather than products.
-LUCY KIMBELL
// DEFINITION
You can have a great product, but you need to consider the entire experience around the product.
Value of a product is often measured by the experience

10. SERVICE DESIGN V 1.0
SERVICE
Services I like:
✦ Amazon
✦ Ikea
✦ Pressbryån
// DEFINITION

11. SERVICE DESIGN V 1.0
SERVICE
Services I don’t like want to improve:
✦ SJ
✦ Arbetsförmedlingen
✦ Försäkringskassan
// DEFINITION

12. SERVICE DESIGN V 1.0
SERVICE
Services we like, even love...
✦ are consistent
✦ are easy to use
✦ match our mental models
✦ provide the right information at the right time
✦ give us escape or undo options
✦ are desirable
// DEFINITION
Sound familiar?

13. SERVICE DESIGN V 1.0
SERVICE
Services constitute around 70% of western nations GDP
BIG BUSINESS!
// DEFINITION

14. SERVICE DESIGN V 1.0
Service design starts with investigation.
Try to understand the entire picture of a
service. You need to see it through the
customer’s eyes and live in their shoes, to
gain insights and discover pain points.
You can then think about designing and
testing. It’s an iterative process and
mistakes are welcomed.
-JAMES MOLE MCCONNELL, 2012
// DEFINITION

15. SERVICE DESIGN V 1.0
DESIGN
SERVICE
// PRINCIPLES

16. SERVICE DESIGN V 1.0
// PRINCIPLES
1. USER-CENTERED
// SERVICES SHOULD BE SEEN THROUGH THE CUSTOMER’S EYES
To have a service, you need a customer
Services are created through interaction between a service provider and a customer

17. SERVICE DESIGN V 1.0
// PRINCIPLES
BORN 1948
MALE
BRITISH
MARRIED
SUCCESSFUL
WEALTHY
2 KIDS
LIKE DOGS
LOVE OF THE ALPS
We need to understand the user and this isn’t done sitting behind a computer.
Here are 2 users of our service. From statistical data they could be seen as very similar.

18. SERVICE DESIGN V 1.0
// PRINCIPLES
BORN 1948
MALE
BRITISH
MARRIED
SUCCESSFUL
WEALTHY
2 KIDS
LIKE DOGS
LOVE OF THE ALPS
HABITS // CULTURE // SOCIAL CONTEXT // MOTIVATIONS
DID YOU CONSIDER...?
They’re not.
We need to use methods and tools to get deeper into their experience. We are all customers. but with different needs and mindsets.

19. SERVICE DESIGN V 1.0
// PRINCIPLES
A COMMON LANGUAGE
There can be a lot of confusion when designing a service due to the vast amount of stakeholders and people involved.
We all have different backgrounds.
A user-centered approach offers a common language and reference point. The users.

20. SERVICE DESIGN V 1.0
// PRINCIPLES
THE USER’S LANGUAGE
The users.

21. SERVICE DESIGN V 1.0
// PRINCIPLES
2. CO-CREATIVE
// INVOLVE ALL THE STAKEHOLDERS
There are many different stakeholders involved in a service
Involve everyone.
Service designers need to create the environment to allow creativity and genuine insights.
Co-creation evokes co-ownership.

22. SERVICE DESIGN V 1.0
// PRINCIPLES
3. SEQUENCING
// RHYTHM AND SERVICE MOMENTS
A service can be imagined like a movie or a stage play.
We need to consider the timing of each stage or process. Too long or too short affects the rhythm
We need to deconstruct the service into touchpoints and interactions. These are the service moments.
Human-human, human machine, machine machine. Also third party interactions like online media.

23. SERVICE DESIGN V 1.0
// PRINCIPLES
PRE SERVICE SERVICE POST SERVICE
touchpoints
service period
We need to ensure the customer wants to progress to the next stage or touchpoint.
Like a stage play, we need to prepare the front of stage but also the process off scene need to be well prepared.
We also need to rehearse to ensure a greta performance. Services can be prototyped and iteratively tested to assess the impact.

24. SERVICE DESIGN V 1.0
// PRINCIPLES
4. EVIDENCING
// MAKING THE INTANGIBLE TANGIBLE
Physical reminders of positive service moments can enhance users perceptions of service received.
It can be a reminder in an app, a souvenir from a hotel. This reminder in the post service period can help make customers come back for more.
What happens backstage to give the customer a great experience can be pointed out to them. Folded toilet paper.

25. SERVICE DESIGN V 1.0
// PRINCIPLES
5. HOLISTIC
// SEEING THE BIGGER PICTURE
It’s impossible. But you can strive to see the wider context in which a service process takes place.
Services take place in a physical environment and therefore customers are using all their senses to perceive the environment. Consciously or subconsciously.

26. SERVICE DESIGN V 1.0
// PRINCIPLES
CUSTOMER MANAGEMENT STAFF
SERVICE
DESIGNER
Are you guys all on
the same wavelength, eller?
The service designer should map and get an overview of everyone’s mood and feelings throughout the service journey.
Is the corporate identity the same for customers as the one possessed by management and staff?

27. SERVICE DESIGN V 1.0
DESIGN
SERVICE
// SERVICE DESIGN THINKING

28. SERVICE DESIGN V 1.0
// SERVICE DESIGN THINKING
SERVICE
DESIGNER
There are service designers, who will go in and examine a service, and by using various tools and methods aim to improve it.

29. SERVICE DESIGN V 1.0
// SERVICE DESIGN THINKING
SERVICE
DESIGNER
GRAPHIC
DESIGNER
INTERACTION
DESIGNER
SOCIAL
DESIGN
STRATEGIC
MANAGEMENT
OPERATIONS
MANAGEMENT
PRODUCT
DESIGNER
DESIGN
ETHNOGRAPHY
However. service design thinking involves many different disciplines. Each person should be aware how their role affects the overall design of a service.

30. SERVICE DESIGN V 1.0
// SERVICE DESIGN THINKING
SERVICE
DESIGNER
PRODUCT
DESIGNER
GRAPHIC
DESIGNER
INTERACTION
DESIGNER
SOCIAL
DESIGN
STRATEGIC
MANAGEMENT
OPERATIONS
MANAGEMENT
DESIGN
ETHNOGRAPHY
SERVICE
DESIGN
THINKING

31. SERVICE DESIGN V 1.0
DESIGN
SERVICE
// PROCESS
Being iterative, a process should never be followed exactly. You need to decide according to the project. However, I will show you one simple process.

32. SERVICE DESIGN V 1.0
// PROCESS
EXPLORATION CREATION REFLECTION IMPLEMENTATION

33. SERVICE DESIGN V 1.0
// PROCESS
•who is the company?
•identify the real problem
•explore and understand behaviours
•visualise findings
EXPLORATION

34. SERVICE DESIGN V 1.0
// PROCESS
•testing ideas
•explore and make mistakes
•co-creation with all stakeholders
•sticky notes
CREATION

35. SERVICE DESIGN V 1.0
// PROCESS
•prototypes
•storyboards
•roleplay
REFLECTION

36. SERVICE DESIGN V 1.0
// PROCESS
•clear communication of desired user experience
•motivated and engaged staff
•review the change, be iterative
IMPLEMENTATION

37. SERVICE DESIGN V 1.0
TIRED?

38. SERVICE DESIGN V 1.0

39. SERVICE DESIGN V 1.0
DESIGN
SERVICE
// TOOLS

40. SERVICE DESIGN V 1.0
// TOOLS
STAKEHOLDER MAPS
A visual representation of the various groups involved in a service
To highlight issues concerning each,
Deploy resources more effectively

41. SERVICE DESIGN V 1.0
// TOOLS
A visual representation of the various groups involved in a service
To highlight issues concerning each,
Deploy resources more effectively

42. SERVICE DESIGN V 1.0
// TOOLS
SERVICE SAFARIS
Go out and document good and bad services
To develop an understanding of common needs and common problems
To get people to think about and analyse services

43. SERVICE DESIGN V 1.0
// TOOLS
SHADOWING
Designers immerse themselves in the lives of customers, staff to observe behaviour and experiences
Designers aren’t assessing, just watching with an aim to improve
Why: people may say one thing but do another. Real research.

44. SERVICE DESIGN V 1.0
// TOOLS
CUSTOMER JOURNEY MAP
A structured visualisation of a user’s experience
The touchpoints construct a journey
Important to display emotions at each stage
Can connect to personas
To give a high level overview
Can be more personal using photographs
Can be used to compare many experiences to allow comparisons

45. SERVICE DESIGN V 1.0
// TOOLS

46. SERVICE DESIGN V 1.0
// TOOLS

47. SERVICE DESIGN V 1.0
// TOOLS

48. SERVICE DESIGN V 1.0
// TOOLS

49. SERVICE DESIGN V 1.0
// TOOLS
ACTIVITY
•interview the person about their service experience
•break it down into service moments
•record interactions, emotions & circumstances
•create a customer journey map

50. SERVICE DESIGN V 1.0
// TOOLS
MOBILE ETHNOGRAPHY
The participants themselves choose to structure the research
To see touchpoints specifies by users

51. SERVICE DESIGN V 1.0
// TOOLS
THERE ARE MANY MORE TOOLS!

52. SERVICE DESIGN V 1.0
// TOOLS
SERVICE BLUEPRINT
SHOWS CRUCIAL AREAS
A collaborative effort
show processes that define UX
a clear roadmap

53. SERVICE DESIGN V 1.0
// TOOLS

54. SERVICE DESIGN V 1.0
DESIGN
SERVICE
// CASE STUDY

55. SERVICE DESIGN V 1.0
DESIGN
SERVICE
// DISCUSSION

56. SERVICE DESIGN V 1.0
// RESOURCES
http://www.servicedesigntools.org
http://thisisservicedesignthinking.com
http://www.tjanstedesignbloggen.se
http://www.wearesnook.com
http://www.transformatordesign.se
http://www.adaptivepath.com

57. SERVICE DESIGN V 1.0
// RESOURCES
http://www.servicedesigntools.org
http://thisisservicedesignthinking.com
http://www.tjanstedesignbloggen.se
http://www.wearesnook.com
http://www.transformatordesign.se
http://www.adaptivepath.com

58. 2012-07-13
v 1.0James McConnell
james.mcconnell@screeninteraction.com
THANK YOU