Service design101

SERVICE DESIGN 101

Linnea “Linn” Vizard

Service Design Torontoservicedesigning.org/cities/torontogroups.google.com/forum/#!forum/service-designing-toronto

What is

Service Design?

http://brianlucid.tumblr.com/post/42020737105/the-disciplines-of-user-experience-a-diagram-by

http://www.kickerstudio.com/wp-content/uploads/2013/03/ux.jpg

http://blogs.forrester.com/kerry_bodine/13-10-04-how_does_service_design_relate_to_cx_and_ux

services

products

services

governance . health . electionssanitation . education . energycommunications . justice . transit

How is Service Design

different from UX?

One designs the interface of the experience and the other the service and organization behind it.“

Oliver King - Engine

Service design is holistic while UX tends to focus on one touchpoint at a time.

Service design describes cross channel experiences or journeys from multiple points of view. UX tends to focus on “the user”

Service design may or may not include digital channels or touchpoints. UX tends to focus on digital products.

http://optimalexperience.com/2014/01/temp/

http://optimalexperience.com/2014/01/temp/

What are the

tools of Service Design?

Service Design ToolsPersonas Desktop Walkthrough

Storyboard Service Prototypes

Stakeholder Mapping Co-Creation

Contextual Inquiry Story Telling

Cultural Probes Service Blueprints

Customer Journey Maps Customer Lifecycle Maps

Business Model Canvas Swim Lane Journey Maps

Personas

- Fictional profiles representing a user group.

- Based on research.

-Shift focus away from demographics, towards wants and needs of real people.

This is Service Design Thinking

http://www.servicedesigntools.org/tools/40

Stakeholder Mapping

- Visual or physical representation of various groups involved with a particular service.

- Interplay between groups can be analyzed.

- Shared interests can cluster stakeholders.

This is Service Design Thinking

http://www.richardprice.com

Customer Journey Map- Vivid but structured visualization of a service user’s experience.

- Touchpoints are defined.

- Overview of factors influencing the experience from a user’s perspective.

This is Service Design Thinking

http://www.servicedesigntools.org/tools/8

Desktop Walkthrough- Small scale 3-D model of a service environment.

- Simple models are built with Lego, cardboard and sketching.

- Iterative analysis of the situations depicted - allowing for assessment and co-development.

This is Service Design Thinking

http://commongroundpeople.com/projects/service-design-training

Service Blueprint- A visual schematic to specify and detail each individual aspect of a service.

- Produced collaboratively to create shared awareness of each team’s responsibilities.

- Provide a roadmap for actual service delivery.

This is Service Design Thinking

Who is

doing Service Design?

Forrester report ‘The State of Service Design 2013’ identified:

- 70 EMEA agencies

- 35 North American agencies

- 8 Canadian agencies

http://www.forrester.com/The+State+Of+Service+Design+2013/fulltext/-/E-RES108541

Where can I

learn more?

Service Design ResourcesThis is Service Design Thinking - Stickdorn, Scheider

Service Design Polaine, Lovlie, Reason

servicedesigntools.org

servicedesigntoolkit.org

smaply.com

thisisservicedesignthinking.com

service-design-network.org

THANKS!

servicedesigning.org/cities/torontogroups.google.com/forum/#!forum/service-designing-toronto

@wittster

linnvizard@gmail.com

linnea@usabilitymatters.com