A crash course in what service design is & why it's important. Also includes methods for conducting service design research. By Savitri Lopez Negrete

1. Introduction to Service Design
SERVICE JAM LA | March 1-3, 2013
Savitri Lopez Negrete, Consultant
slnegrete@gmail.com

2. //What is Service Design?
“Service Interfaces are designed for intangible
products that are, from the customer’s point
of view, useful, profitable and desirable, while
they are effective, efficient and different for
the provider.”
Mager, 2006
2007

3. //What is Service Design?
“Service Designers visualize, formulate and
choreograph solutions that are not yet available.
They watch and interpret needs and behaviours
and transform them into potential future
services.”
Mager, 2007

4. //Service Sectors
Securities,
Professional, Commodities,
Scientific, Contracts,
Information Technical Financial
Administrative,
Support,
Healthcare, Waste Management, Transportation,
Social assistance Remediation Warehousing
Other
Arts, grantmaking, advocacy,
drycleaning, laundry,
Rental, Entertainment, parking, dating services,
Leasing Recreation pet care, death care....
North American Industry Classification System (NAIC); Penin, 2009

5. //So what?
60-70% GDP
Services account for in developed nations.
New jobs & companies
Almost all are in this tertiary sector.
8% customer satisfaction
While 80% of companies believe their service is good.
Koivisto & Miettinen, 2009

6. //Customer Loyalty

7. //Customer Loyalty
“Service Design is a new concept,
introducing new processes and
methods to service providers.”

8. //The Scene
Miami U. Libraries - Digital Collection

9. //The Scene
Script
Set (space)
Actors
Props
Miami U. Libraries - Digital Collection

10. //Time and Channels
“Services need to be understood as a journey or cycle - a
series of critical encounters that take place over time and
across channels.”
Parker & Heapy, 2006

11. //User Journey
“The framework of a customer journey helps you think
about the experiences and touchpoints that exist before
and after the most obvious parts of the service.”
entering ticketing waiting boarding
starting riding
planning
learning arriving continuing
Samalionis, (Customer Journey Map) IDEO

12. //Service Spectrum
Restaurant
Consultancy
Tangibility
+ -
Hospital Services X-Ray Lab
Complexity
+ -
Nursing Home Internet Banking
Customer Contact
+ -
Penin, 2009

13. //Touchpoints
Services have intangible and tangible elements that generate value - tangible
goods are used as physical evidence of a service called ‘touchpoints’
http://www.zipcar.com

14. //Service Design Phases
ETHNOGRAPHIC DEEP DIVE & DESIGN DEVELOPMENT
RESEARCH IDEA GENERATION & PROTOYPING

15. //Service Design Phases
ETHNOGRAPHIC DEEP DIVE & DESIGN DEVELOPMENT
RESEARCH IDEA GENERATION & PROTOYPING
• Culture Hunt • Customer Journey Map • Desktop Walk-throughs
• Interviews • Personas • Mock-ups
• Shadowing • Service Blueprint • Role Play
• System Maps • Storyboarding • Testing

16. //Culture Hunt
Aim: Gain deeper understanding
of the workings of a place through
photo documentation.
Emphasis on quantity + quality!
What you get: A collection of insights
that can be used to stimulate ideas.
Playful, explorative and high energy!
[Engine Service Design]

17. //Shadowing
Aim: Immerse yourself in the lives
ACT of customers and staff. Observe daily
routines and spot genuine reactions
and problems.
What you get: Understanding of how
people really use a service and how
to change or improve it. Helps in the
ideation and prototyping phases to
DO SAY identify processes, resources, touch-
points and stakeholders.
Use photos, observation, and casual
interviews with this technique!
[Engine Service Design]
FEEL

18. //Interviews
Aim: Uncover unknowns through
questions and observations of the
user in their own environment.
Ask permission, keep it a casual chat,
and take mental notes!
What you get: Deeper understanding
of the user’s desires, motivations, and
challenges. Stories and insights can
be used to validate the need for your
new service.
Interview service users and service
providers to get a varied perspective
and document as much as you can!
[Engine Service Design]

19. //Elements of Service Design
INTER-DISCIPLINARY

20. //Elements of Service Design
INTER-DISCIPLINARY
CREATE EVIDENCE

21. //Elements of Service Design
INTER-DISCIPLINARY
CREATE EVIDENCE
CO-CREATION

22. //Elements of Service Design
INTER-DISCIPLINARY
CREATE EVIDENCE
CO-CREATION
HOLISTIC

23. //Elements of Service Design
INTER-DISCIPLINARY
CREATE EVIDENCE
CO-CREATION
HOLISTIC
RADICAL
Koivisto & Miettinen, 2009

24. //Bibliography
Engine Service Design (2013). Methods [online] London: Samalionis, Fran (2013). Designing Interactions [online]
United Kingdom. Available at: http://www.enginegroup. IDEO. Available at http://www.designinginteractions.com/
co.uk/service_design/methods/. [Accessed February 23, chapters/6. [Accessed February 28, 2013).
2013].
Images
Heapy, Joe and Parker, Sophia (2006). The Journey to
the Interface:How public service design can connect Miami U. Libraries - Digital Collections [image online].
users to reform. [online] Demos. Available at: http:// Available at: http://www.flickr.com/photos/muohio_
socialinnovation.typepad.com/files/journey-to-the- digital_collections/3200520408/sizes/l/in/photostream/.
interface.pdf [Accessed February 28, 2013]. [Accessed February 28, 2013]
Koivisto, Mikko and Miettinen, Satu (2009). Designing Orange, Kelly [image online]. Available at: http://www.
Services with Innovative Methods [online] University flickr.com/photos/kellyorange/4731994400/sizes/z/in/
of Art and Design Helsinki. Available at: http://www. photostream/. [Accessed February 28, 2013]
service-design-network.org/system/files/media/Final-
Service%20Design%20as%20an%20emerging%20field. Penin, L., 2009. Introduction to Service Design,
pdf. [Accessed February 23, 2013]. Urban Services. Parsons The New School for Design,
unpublished.
Mager, Birgit (2007). Design Dictionary:Perspectives on
Design Terminology [online] Basel: Birkhauser. Available Photo 2217 [image online]. Available at: http://www.
at: http://www.service-design-network.org/system/ flickr.com/photos/photo2217/5028575299/sizes/z/in/
files/media/Mager_Service%20Design_0.pdf. [Accessed photostream/. [Accessed February 28, 2013]
February 23, 2013].
Think Public, 2013. Available at: http://www.thinkpublic.
Penin, L., 2009. Introduction to Service Design, com. [Accessed February 28, 2013]
Urban Services. Parsons The New School for Design,
unpublished. Zipcar, 2013. Available at: http://www.zipcar.com.
[Accessed February 28, 2013]