Aditya Pawar

Jan 2014

SERVICE DESIGN BASICS

Pure

Ser

vice

s

Pure

Goo

ds Timber

Furniture

Soap powder

Perfume

Restaurant meal

Building repairs

Airlines

Education

Management consultancy

What’s a Service industry?

What are we aiming for when creating services?

Experience Economy, Pine and Gilmour

Service design: The application of design methods and tools to the creation of new service systems and service activities with special emphasis on perceptions of quality, satisfaction and experience.

Service design requires an understanding of the customer outcome and customer

process, the way the customer experience unfolds over time through interactions at

many different touch-points.

Service Design

Services…- Are not tangible- Are note separable from consumption- Cannot be stored- Cannot be owned- Are complex experiences- Quality is difficult to measure

IHIP (intangibility, heterogeneity, inseparability, and perishability) View: Service should be defined and studied as different from and a complement to products.

SDL (service dominant logic) view: Service should be defined and studied as everything involving purposeful value-co creation between entities. Value co created in use by resource integrators.

PSS (product Service System) view: Services should be defined as a flow of resources (human, goods, finance) between systems and subsystems. An operative perspective for a supplier.

Dominant view of Services

IfM and IBM. (2008). Succeeding through service innovation: A service perspective for education, research, business and government. Cambridge, United Kingdom: University of Cambridge Institute for Manufacturing.

Intangibility Services cannot be seen, felt, tasted or touched in the same manner in which goods can be sensed

Inseparability Most services require the presence of customers for the production of services

Heterogeneity The quality of the performance may vary from time to time, depending on the situation and service participants

Perishability Most services can’t be stored and therefore depend upon the ability to balance and synchronise demand with supply capacity

PSS Source: http://3.bp.blogspot.com/

Example: Citizen M

CitizenM started as an observation: the world has seen the evolution of a new type of traveler. These modern individuals are explorers, trekkers, professionals and shoppers. They are independent, share a respect for different cultures and are young at heart. You might be one of them. If so congratulations: you are what we call a Mobile Citizen of the World. You’re so important to us that we named our hotel after you.

Example: Task Rabbit

Example: ZIP Car

Example: Dabbawallas of Mumbai

The transport of lunch boxes from home to office. Daily 4000-5000 dabbawallas carry 1,75,000 – 2,00,000 tiffin boxes everyday .

That’s one error in every 8 million deliveries, or 16 million if you include the return trip.

This is what happens when a service goes wrong!

METHODS- BLUEPRINTINGhttp://www.servicedesigntools.org/

Service Blueprinting: A Practical Tool for Service Innovation , Mary Jo Bitner

Service blueprinting

“Just as architects use blueprints to communicate their designs to engineers, building occupants and owners, service blueprinting can be used as a communcative tool between those who consume services and those who design, enable, track and deliver services” - SusanSparagen, IBM

Blueprinting=Theater production

1. Onstage: • What the user sees/feels/is aware of

2. Backstage:• Necessary provider actions the customer is not exposed to 3. Line of Visibility: • Curtain • Conscious guide of what the customer should see or not see

Physical evidence

Customer action

Onstage employee actions

Background employee actions

Support processes

Line of visibility

Line of interaction

Line of internal interaction

ON

STAG

EBA

CKST

AGE

Onstage Employee Actions

“Actions of frontline contact employees that

occur as part of a face-to-face encounter” (Bitner et al., 2008)

Customer Actions“All of the steps that customers take as part of the service delivery

process” (Bitner et al., 2008)

Physical Evidence

“Tangibles that customers are exposed to

that can influence their quality perceptions” (Bitner et al., 2008)

Process Evidence Completion Evidence

Support Processes“Activities carried out by individuals and units

within the company who are not contact

employees” (Bitner et al., 2008)

Backstage Employee Actions

“Employee actions that occur „behind the scenes‟”

(Bitner et al., 2008)

Script before blueprinting!

Service blueprinting

Importance:- Critical for capturing the intangible nature of service- Visual depiction reduces complexity when designing- Highlights the steps (the highs and lows in user experience)- Establishes key ‘contact points’ (touch-points) with the user and the physical

artifacts, spaces and human actors that form a part of the service- Service providers can identify fail points (broken journeys), but also leverage

points at which user experience (or profit!) can be enhanced

Thanks!Q & A