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service design
Your Next Career Move
or… Totoro’s Umbrella of UX
Service Design
Your Next Career Move
or…
Totoro’s Umbrella of UX
Experience Designer
Brandon E.B. Ward
@uxward nonlinear.me
who is totoro?
My Neighbor Totoro by Hayao Miyazaki
o_OWhat the…
Service Design:
…aims to create services that are Useful, Useable,
Desirable, Efficient, and Effective
…is a human-centred approach that focuses on customer
experience and the quality of service encounter as the key
value for success.
…is a holistic approach, which considers, in an integrated
way, strategic, system, process, and touchpoint design
decisions.
Service design: Show me!
Service design: Show me!
?
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
this is service
design…done right
Winning!
service design From whence came this magical
creature, by whom and when?
service design timeline
service design timeline
Service Design is the purview of
the Marketing department.
Introduce the “service blueprint” to
map the sequence of events in a
service and its essential functions
in an objective and explicit manner
1982
service design timeline
1982 1991
Marketing
Service Blueprint Dr. Michael Erlhoff introduces
Service Design as a design
discipline at Köln International
School of Design
service design timeline
1982 1991
Marketing
Service Blueprint
2001
Live│Work, the first Service
Design consultancy, opens for
business in London
Design Discipline
Dr. Erlhoff
service design timeline
1982 1991
Marketing
Service Blueprint
2001
Design Discipline
Dr. Erlhoff
2004
The Service Design Network is
launched by Köln International
School of Design, Carnegie Mellon
University, Linköpings Universitet,
Politecnico di Milano and Domus
Academy in order to create an
international network for service
design academics and
professionals
Live | Work
First SD Consultancy
service design timeline
1982 1991
Marketing
Service Blueprint
2001
Design Discipline
Dr. Erlhoff
2004
Live | Work
First Service Design
Consultancy
2013
Adaptive Path launches the
Service Experience Conference
in San Francisco, CA
service design timeline
1982 1991
Marketing
Service Blueprint
2001
Design Discipline
Dr. Erlhoff
2004
Live | Work
First Service Design
Consultancy
2013
What will you do now?
SDN
Network
Launched
Adaptive Path
Service Experience
Conference
service design So…what does it look like?
Service design
WHAT ARE SOME SD BUZZWORDS?
๏ Touchpoints
๏ Actors
๏ Customers
๏ Service Blueprints
๏ Experience Maps
๏ Much more…
What is a
Touchpoint?
Point of Interaction between the customer
and the brand…
a brandshake
What is an
Actor?
Managers, marketers, engineers, designers,
front-line staff, and customers
What is a
Customer?
User, Client, Person, Persona etc.
What is a
service
blueprint?
Ideally, employees should contribute to the
prototyping of certain service moments,
and therefore have a clear vision of the
concept…
Service Blueprints are the standard method
to illustrate these processes and evidence.
This is Service Design Thinking, Stickdorn/Schneider
What is a
Experience map?
(Also called Customer Journey Map)
It provides a vivid, but structured visualization of a
service user’s experience. The touchpoint where
users interact with the service are often used in
order to construct a “journey” — an engaging story
based upon their experience. This story details their
service interactions and accompanying emotions…
This is Service Design Thinking, Stickdorn/Schneider
What else is there?
Lots!
๏ Stakeholder Maps
๏ Service Safaris
๏ Shadowing
๏ Contextual Inquiry
๏ The Five Whys
๏ Cultural Probes
๏ Mobile Ethnography
๏ Day In The Life
๏ Expectation Maps
๏ Personæ
๏ Idea Generation
๏ What if…
๏ Design Scenarios
๏ Storyboards
๏ Desktop Walkthrough
๏ Service Prototypes
๏ Service Staging
๏ Agile Development
๏ Co-Creation
๏ Storytelling
๏ Drama Coaching
๏ Customer Lifecycle Maps
๏ Business Model Canvas
๏ ???
service design? So…Who cares?
Service design - who cares?
Information
Architecture
User
Research
Visual
Design
Interaction
DesignEditing &
Curating
Copy
Writing
Design Process
Management
Information
Design
Agile
Methods
Analytics
Use-Cases
Marketing
Technology
Domain
Knowledge
ROIBusiness
Knowledge
Social
Networks
Ethnography
Storytelling
SketchingPresenting
Facilitating
Critiquing
UX
Service design - who cares?
UXWebsite
Service design - who cares?
UXWebsite
UXSEO
UXSupport
UXSales
UXReception
UXCatering
UXMarketing
UXWebsite
UXSEO
UXSupport
UXSales
UXReception
UXCatering
UXMarketing
Service design - who cares?
This is service design
EVERYTHING IS UX!
It’s Over?
Yep! Thanks!
Experience Designer
Brandon E.B. Ward
@uxward nonlinear.me
Totoro illustrations by Phil Crash

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