ddc pdf

www.enginegroup.co.uk | better services, happier customers

It’s design, but not as they know it!

Oliver KingCo-founder Engine | service design

www.enginegroup.co.uk | better services, happier customers

The next 30 mins…• What is service design?• Why is it valuable to design services?• What are service design projects like?• What can I take back to work?

www.enginegroup.co.uk | better services, happier customers

What is service design?

www.enginegroup.co.uk | better services, happier customers

What is service design?

Service design is…

www.enginegroup.co.uk | better services, happier customers

What is service design?

…the design of services!

www.enginegroup.co.uk | better services, happier customers

What is service design?

Service design orchestrates new or existing service experiences to deliver greater value to the providers and receivers of the service.

www.enginegroup.co.uk | better services, happier customers

www.enginegroup.co.uk | better services, happier customers

www.enginegroup.co.uk | better services, happier customers

www.enginegroup.co.uk | better services, happier customers

Why is service design relevant today?

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SustainabilitySustainability

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UsershipAssistanceInnovation

UsershipAssistanceInnovation

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Usership: we need to dematerialize the world!

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QuickTime™ and aTIFF (Uncompressed) decompressor

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Assistance:we need to help people cope…

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QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.

Innovation:we need to help people view things at a systems level

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• 74% of GDP comes from service (UK)

• 80% of employment is service related (UK)

• 80% of people report bad experiences (UK)

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How does service design create value?

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Happy customers are worth more• Spend more, more often (increase revenue)• Stay longer (reduce churn)• Tell their friends (reduces costs to acquire)

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‘Service’ counteracts commoditisation• Markets naturally become commoditised• Value adding services defeat this

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Service relationships can’t be copied• Because they rely on history, context and knowledge

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The meaning of ‘better’

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ConvenientUsableDesirableConsistentEfficientEffectiveSustainable

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SustainableUsableConvenientConsistentEfficientEffectiveDesirable

SUCCEED}

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Scope of projects

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Translation space

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Three skills

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Scope of deliverables

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Five Fundamentals of service

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Five FundamentalsSystems, Value, People, Journeys, Propositions

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Value:Understanding how to create the best value for users and providers through their interactions.

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Systems:Understanding that services are consumed through systems of relationships between people, things and processes, which can all be orchestrated and innovated

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People:Understanding the part people play in providing and designing services, and how to include them.

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Journeys:Understanding that services are experienced over time and need to be seen and innovated as journeys

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Propositions:Understanding how to innovate and package a serviceand how to develop a proposition towards a vision.

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Identify. Build. MeasureService innovation made simple

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10 tips…

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#1. Be use-centric. Always view the situation from your customer’s perspective

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#2. Co-design: Bring stakeholders into the heart of the process

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#3. Map journeys: Services happen over time, so explore them that way

www.enginegroup.co.uk | better services, happier customers

www.enginegroup.co.uk | better services, happier customers

#4. Visualize: Bring ideas to life to engage and solicit input from those around you

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#5. Back stage: Innovate throughout the whole system

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#6. Design measurables:

Ensure staff measures and incentives support a delightful customer experience

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#7. Everyone serves: Because everyone’s actions impact on the customers service

www.enginegroup.co.uk | better services, happier customers

www.enginegroup.co.uk | better services, happier customers

#8. Evidence: Create tangible evidence of the service in action

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#9. Join the dots: Make the experiences as seamless as possible for the user

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#10. Work with designers: We don’t bite…

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5 designer lessons

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1. Lose the ‘I’ in design: co-create and facilitate2. Do your own empathic research3. Systems before symptoms4. Visualize - it’s your USP5. Prototype, prototype, prototype

www.enginegroup.co.uk | better services, happier customers

Thank you for listening…

Oliver KingCo-founder Engine | service design