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Deep DiveInto Service Design
PRESENTED BY HEATHER MADDALOZZO
Who am I?
Heather MaddalozzoSenior Project CoordinatorSoftweb Solutions
UIUX Lead, Project Coordinator, Account Manager, Design Lead
Email: [email protected]
What is Service Design?
There is no “one” definition for Service Design, as it is an evolving approach and there is no clearly articulated language of service design.
Source: This is Service Design Thinking, Wiley.com
Though, a way to describe it is simply “Service design is a method for improving the quality of your service.”
But does that really mean?
What is Service Design?
Here are a couple of definitions I think really encompass what Service Design is today.
“Service Design as a practice generally results in the design of systems and processes aimed at providing a holistic service to the user.”
The Copenhagen Institute of Interaction Design, 2008
“Service Design is a holistic way for a business to gain a comprehensive, empathic understanding of customer needs.”
Frontier Service Design, 2010
Source: This is Service Design Thinking, Wiley.com
“Designers look holistically at a service experience and map out all aspects of it, looking for points at which the service fails or delivers a sub-optimal experience as well as opportunities to inject delight or surprise.”
https://www.marketingmag.com.au/hubs-c/service-design-marketers-care/
Service Design Beginnings
Service Design has been around for a few decades, and is utilized heavily by marketers and managers.
In 1991, service design was first introduced as a design discipline by Prof. Dr. Michael Erlhoff[1] at Köln International School of Design (KISD).
Service Design plays an important part in all industries, becoming more heavily integrated into business processes to this day.
There are several conferences, education outlets and interactive workshops across the country that educate business on the benefits of Service Design.
Source: https://en.wikipedia.org/wiki/Service_design
Service Design Beginnings
Source:http://www.cooper.com/journal/2014/07/service-design-101
Service Design has become even more prevalent within the processes of development life cycles of projects, services and products of businesses.
Service Design is an over-arching and holistic concept that continues throughout the journey of all stakeholders, whether as working in the background or at the forefront.
Service Design Influences
When thinking about the entire Service Design process, there are some key influences that I believe are taking part right now.
Service Design and UX
With good User Experience in any project, we need to understand the importance of the Service Design Process.
Service Design and UX have a certain synergy with each other. While UX is about designing better experiences for users, Service design is about improving businesses with many stakeholders overall, something that UX designers ultimately achieve (or want to achieve) with good UX anyway.
Source: http://www.usabilitycounts.com/2013/05/13/service-design-for-ux-designers/
Usability
The Importance of Usability
It’s easy to focus on business goals, the fancy features of a product or software, and the technological capabilities of that product - but what about your users?
How your users react, behave and use your product is sometimes overlooked in some business models – or worse, not even considered at all.
Source: Usabilityfirst.com
http://www.brainsins.com/en/blog/marketing-techniques-for-ecommerce-v-usability-and-ux/3126
Service Design & Marketing
Service Design has always worked directly with Marketing, and lately this partnership has become a necessity.
Ultimately, marketers need to understand all the evolving, complex touch-points involved in the customer life cycle. This is where service design saves the day.
With Service Design, Marketers can create and maintain value among audiences far beyond the limits of what’s being sold.
Source:https://www.marketingmag.com.au/hubs-c/service-design-marketers-care/
Service Design & Marketing
For Marketers, Service Design helps deep dive into the customer experience to strengthen those customer relationships with a businesses’ brand –
which Marketers are constantly striving for – thus making Service Design and Marketing a match made in heaven.
Source: https://www.marketingmag.com.au/hubs-c/service-design-marketers-care/
Tools of Service Design
PERSONASKeep a database of typical users across multiple projects.
STAKEHOLDER MAPSVisualize the relationships between Stake holders in your system.
JOURNEY MAPSCreate maps of the journeys your personas experience.
EMOTIONAL JOURNEYSEvery touch point evokes positive or negative emotion.
DRAMATIC ARCSExperiences depend on dramaturgy.
SMAPLY
Tools of Service Design
Tools of Service Design
INVISIONAPP – Prototyping tool
Principles of Service Design
With Service Design, growth and development of design services are key. Ultimately, the shared experiences of the users help understand and build a better and more cohesive experience.
Source: This is Service Design Thinking, Wiley.com
1. User-Centered
Source: This is Service Design Thinking, Wiley.com
Services should be experienced through the customer’s eyes.
By gaining a genuine understanding of the customer, the service designer can slip into a customer’s shoes and understand their individual service experience in its
wider context.
A user-centered approach to service design offers a common language we can all speak; the services user’s language.
2. Co-Creative
There are more than just one customer group in service design, and each group possesses different needs and expectations.
Source: This is Service Design Thinking, Wiley.com
Everyone has a stake in creating, providing and consuming a service; such as managers, marketers, engineers, designers and front-line staff and of course,
customers. They all need to be involved in the process of creating, proto-typing and testing; this is called co-creation.
During a service design process, we need to involve customers as well as all other stakeholders involved in exploring and defining the service proposition.
3. Sequencing
The service should be visualized as a sequence of interrelated events.
Source: This is Service Design Thinking, Wiley.com
Basically, Sequencing maps out a service from start to finish, from the moment a person thinks about buying an Smart Phone, to setting up the Smart Phone, to surfing the web or app store, and then to buying your product on their mobile device. It’s a story. The person, Smart Phone and your product all lived happily ever after. The End.
Like a movie analogy, service design thinking deconstructs service processes into single touchpoints and interactions.
Touchpoint interactions take place human-human, human-machine, and even machine-machine, but also occur indirectly via third parties (reviews online, print from customers, etc.
4. Evidencing
Intangible services should be visualized in the terms of physical artifacts.
Source: This is Service Design Thinking, Wiley.com
If the user knows the inherent story of a service or product, the results can bring about a deeper appreciation by the experience they are having, like seeing behind the scenes of a movie. Visualizing these user stories from all perspectives can shed a better light on the
efforts that go into a service, thus strengthening that user experience.
In service design, making evidence out of intangible services is basically prolonging the experience after it occurred; such as triggering those memories of the service in a post-service period. For example, a customer keeps items from staying at a hotel room like soap bottles or towels. Or a customer gets a survey after getting their car repaired.
5. Holistic
The entire environment of the service should be considered, like The Big Picture of the event.
Source: This is Service Design Thinking, Wiley.com
The Environment of a service is different and indicative of that service provider. The culture of where the service is taking place has an impact on your customers too, thus adding a more
abstract, yet sensory aspect to the user experience.
The system design of an organization, its inherent culture, values and norms as well at its organizational structure and processes are important issues for design of services.
Service Design Overview
Obviously, in any project, users of different roles bring certain inputs to the project. Not all of these roles are alike, of course, and with service design we can assess how each person impacts the project, from their opinions to their contributions. In determining their impacts further, these personas undergo stakeholder interviews to better define the user experience of the project.
Source: This is Service Design Thinking, Wiley.com
Stakeholder Maps
Source: This is Service Design Thinking, Wiley.com
With Stakeholder Maps, by visual representation we can identify all the various groups involved with any service involved in the project.
Ultimately, by interviewing all these stakeholders, we can create a comprehensive view of the contributions of these stakeholders, which shape the overall project, thus improving the engagement through the project lifecycle.
It is important to map the mood and feelings of all stakeholders throughout the service journey.
Service Design
Consequently, the more we know about each persona and their services to the project, the better we can map out the intricacies of these relationships - to create the best user experience for all involved in the project.
Defining Personas
For example, a President, a marketing professional, a sales person, and a customer have different point of views toward a company website which is not mobile friendly…
President of Company A
Marketing Director
SalesPerson
RegularCustomer
“Our website was designed 5 years ago. Still looks great. Re-designing it for mobile would cost too much. Our product
sells itself and has nothing to do with the site.”
“Our website could use a major update. I can’t even show people how it looks on my phone. We should design it to keep up with our competitors but the
President will never agree because he’s too old
fashioned…”
“I wish I could show my customers this website,
and even score new customers, but I have to
pinch and stretch the screen just to see the text. I can’t show anybody this outside the web. I’d sell
more if I could just use my mobile.”
“I like Company A’s products, but sometimes I can’t wait to order until I
get in front of a computer. I wish I could order on my
iPhone. Company B, however, has the same
product on mobile, and is more convenient.”
By interviewing all stakeholders in the process of your service, you discover what works and what doesn’t from your employees to your customers.
Knowing all inputs from your stakeholders in full depth can optimally define the user experience to create a more successful project and/or service.
Source: This is Service Design Thinking, Wiley.com
Use Cases
Customer Journey Maps
A customer journey map provides a vivid but structured visualization of a service user’s experience. The touchpoints where the users interact with the service are often used in order to construct a “journey” – an engaging story based upon their experience.
Source: This is Service Design Thinking, Wiley.com
A typical customer journey map is shown to be multi-channel and time-based.
Dramatic Arcs
Source: http://servicedesign.smaply.com/journey-maps
Within the journey mapping are Dramatic Arcs, a graph showing the level of engagement at each touchpoint.
Stakeholder Motivations
In service design we explore to gain an in-depth understanding of the stakeholders.
Ways service design explores stakeholders of the project:
Interviews The Five Whys to establish links between root causes and problems Cultural Probes Mobile Ethnography (Using mobile to interact within a service) Visualizing user routines (A day in the life) Expectation maps Personas (perspectives on a service) Brainstorming sessions What if? Scenarios (and looking to the future) Design (user) Stories Storyboarding Using Models as a small scale environment (to test) Service Prototypes Service Staging
Source: This is Service Design Thinking, Wiley.com
Agile Development
With all stakeholder interviews and journey maps gathered, Agile development is next in the process, with Service Design making it stronger than ever.
Source: This is Service Design Thinking, Wiley.com
Service Design Summary
Service design is an iterative method developed by DesignThinkers of design thinking methodologies to build a culture of trust and adaptability. It is an effective way to gain insights and improve your customers’ experiences.
Here are some points that simplify the process:
Context and stakeholder mapping Personas Emotional Customer Journeys Creation Introducing the priority grid Co-creation: developing solutions with customers Reflection: Solution service blueprint Implementation: The real moment of truth
In essence, Service Design brings knowledge, already embedded in the organization, to the surface and makes explicit what is implicitly already there. Service Design never leaves a project, it is always there, working at all facets in the background.
Source: This is Service Design Thinking, Wiley.com
Great Service Design Resources
History of Service Design
https://en.wikipedia.org/wiki/Service_designhttp://www.service-design-network.org/intro/http://www.servicedesigntools.org/http://www.servicedesigntoolkit.org/http://thisisservicedesignthinking.com/http://www.cooper.com/journal/2014/07/service-design-101http://www.servicedesignbooks.org/http://liveworkstudio.com/themes/service-design/
Usability and Service Design
http://www.usabilitycounts.com/2013/05/13/service-design-for-ux-designers/http://www.servicedesigntools.org/tools/10https://uxmag.com/articles/taking-service-design-into-the-fieldhttp://ux.stackexchange.com/questions/73868/what-is-the-difference-between-ux-design-and-service-designhttps://www.quora.com/How-do-you-describe-the-difference-between-UX-and-Service-Design
Marketing and Service Design
http://www.edenspiekermann.com/magazine/is-service-design-the-new-marketinghttps://uxmag.com/articles/service-designhttps://www.marketingmag.com.au/hubs-c/service-design-marketers-care/http://mediabuzz.com.sg/asian-emarketing?catid=0&id=1685http://qualiaagency.com/serviceshttp://magazine.startus.cc/marketing-vs-design-thinking-lessons-learned/http://magazine.startus.cc/design-thinking-from-shareholders-to-the-5-whys/
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