20150914 it smf belgium service design
TRANSCRIPT
Service design addresses the functionality and form of services from the perspective of clients.
It aims to ensure that service interfaces are useful, usable, and desirable from the client’s
point of view and effective, efficient, and distinctive from the supplier’s point of view.
Prof. Birgit Mager, University of Applied Sciences, Köln.
Service Design
Source: Squiggle by Damien Newman - visualisation of the design thinking process
Service Design
Stanford D.School
Service Design
Design & innovation course syllabus (Chalmers University of Technology) / Design Council UK
Service Design
Experiences
Interactions
Processes
Systems
Service design produces understandingthat influences strategy and tacticsBy understanding the customer's expectations,the organization can start changing the machine
Service Design 10
User centered
Co creation
Sequencing
Evidencing
Holistic
Through the customers eyes
Involve all stakeholders
Visualised as a sequence of interrelated actions
Entire environment considered
Intangible service visualised with physical artefacts
Source: 5 principles of service design thinking - Marc Stickdorn - This is Service Design Thinking
Service Design 11
Humanize processes to co-create value for businesses and the people with whom they
interact.
Service Design 12
Helping someone to do something. What is the customers’ job-to-be-done?
An activity or series of activities… provided as solution to customer problems
Service Design 13
Design thinking is more about doing and making
than thinking and meeting
Think with your hands
Personas
source: www.jasontravisphoto.com/persona
source: www.jasontravisphoto.com/persona
Make a persona of your ‘target group’
Service Design 19
Assignment 1
Service Design 20
User centered
Co creation
Sequencing
Evidencing
Holistic
Through the customers eyes
Involve all stakeholders
Visualised as a sequence of interrelated actions
Entire environment considered
Intangible service visualised with physical artefacts
PROBLEM DEFINITION OFFER PLANNING SEND SAMPLEFIRST CONTACT SCAN SAMPLE COMMUNIC
Description of the problem
drawing, photo, 3D drawing, descrip-tion…What do I want to know?
• Material properties, Measure analysis• Segmentation, Porosity• …
Description of the problem
drawing, photo, 3D drawing, description…
Quality /R&D
PRO
DU
CT EXPER
T
MA
N
AGER
INSID
E M
ATTERS
INTER
NE SCAN
NER
EXTERN
E
SCANN
E
R
ProjectionImages
NEW
CLIENT
• Which parts• Resolution• 3D sample
• Which scanner• Settings• Sample cutting• Mounting• Region
Scan the object
What do you want to see?
• Material properties, Measure analysis• Segmentation, Porosity• …If needed, make a second offer
What service can we offer for
the clients?
• Reconstruction• Visualization• AnalysisThe price for the service
Sample preparation, packaging, documentation...
Set the schedule
Sample
Receive the object, preparation, mounting
Send the object to IM
Send the object to Scanner
What do I want to see?
• Which parts• Which properties• Provide slices parameters
Planning Verkoop Configuratie Installatie Support
Telefoon
Mail/post
Gesprek
Bezoek
Eerste contact
Info doorsturen
Presentatie
Offerte
Contract
Details opvragen
Briefing
Levering kast
Installatie & opstart
Uitleg
Upgrade?
Opvolging
JOURNEY MAP
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Concept and design: Marc Stickdorn, Jakob Schneider, Klaus Schwarzenberger — www.smaply.com This work is licensed under the Creative Commons Attribution-ShareAlike 3.0 Unported License. To view a copy of this license, visit
http://creativecommons.org/licenses/by-nc-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
&
Actor(s) Actions Context
Thoughts Feelings
Customer journey
Issues
+
-Use
r ex
peri
ence
Cha
nnel
s
Thoughts,
Feelings
Web
Mobile
Phone
Social media
Employee
Retail service point
Other
Description
Stakeholders
Name
Description
Stakeholders
Name
Description
Stakeholders
Name
Emotional
experience
Stakeholders
Instructions
Who are the stakeholders that participate in the journey? Are they
internal to your organisation or external?
1
2
3
4
5
6
7
8
Internal
External
Internal
External
Internal
External
Internal
External
Internal
External
Internal
External
Internal
External
Internal
External
The journey map template allows you to visualise the AS IS
journey as experienced by the end user. You can analyse step
by step the interactions between the various stakeholders
and actors.
There are 6 crucial questions to reflect upon:
1. Which stakeholders (organisations or individuals) are
involved?
2. What are the general steps or phases in the journey?
3. What are the interactions that occur?
4. Which channels are used?
5. What are the user’s thougts / feelings?
6. What is the user’s emotional experience?
7. Are there any ssues in the customer journey that lead to a
bad experience?
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1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8
1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8
powered by
Phas
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Use
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Map the customer journey and experience Step by step , using template and guidelines
Service Design 25
Assignment 2
Service Design 28
User centered
Co creation
Sequencing
Evidencing
Holistic
Through the customers eyes
Involve all stakeholders
Visualised as a sequence of interrelated actions
Entire environment considered
Intangible service visualised with physical artefacts
Ideation toolkits and methods
Create a concept10 x 10
Service Design 33
Assignment 3
Storyboard
Storyboard
STORYBOARD VAN JE CONCEPT
1 2 3
4 5 6
7 8 9
een buitenlands expert wordt door Carehub Aalst uitgenodigd om een lezing te geven
de gedeelde kennis en middelen worden automatisch toegevoegd aan de kennis en middelen van Carehub Aalst
met zijn gedeelde kennis en netwerk ‘betaalt’ de expert zijn transport en verblijf in het Carehub Hotel
met de gedeelde gezondheidsdata en -statistieken huurt de ontwikkelaar de Carehub Laboruimte
de expert komt aan in Aalsten wordt automatisch ingechecktin het Carehub Hotel
samen met 5 andere zorgexperts en -professionals verzorgt hij een dagvullend programma op de Carehub Academy
in een bezoek aan het Carehub Labo raakt hij betrokken bij een van de producten die er ontwikkeld en getest worden
hij spreekt met de ontwikkelaar van het product af om zijn kennis en netwerk als expert in te zetten in ruil voor gezondheids-data en -statistieken
Service Design 38
Storyboard
A visual (cartoon style) representation of the service scenes, put together in a narrative sequence to represent experiences and interactions between people and products or services.
Make a storyboard
Service Design 39
Assignment 4
Service Design 40
User centered
Co creation
Sequencing
Evidencing
Holistic
Through the customers eyes
Involve all stakeholders
Visualised as a sequence of interrelated actions
Entire environment considered
Intangible service visualised with physical artefacts
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Service Blueprint
Concept and design: Marc Stickdorn, Jakob Schneider, Klaus Schwarzenberger — www.smaply.com This work is licensed under the Creative Commons Attribution-ShareAlike 3.0 Unported License. To view a copy of this license, visit
http://creativecommons.org/licenses/by-nc-sa/3 .0/ or send a letter to Creative Commons, 171 Second Street, Sui te 300, San Francisco, California, 94105, USA.
powered by
Proc
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41
Internal parties, processes and systems
Artefacts
Customer journey
Make a Service Blueprint
Service Design 43
Assignment 5
Service Design 44
User centered
Co creation
Sequencing
Evidencing
Holistic
Through the customers eyes
Involve all stakeholders
Visualised as a sequence of interrelated actions
Entire environment considered
Intangible service visualised with physical artefacts
