designing the intangible: an introduction to service design
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Designing the intangibleAn introduction to service design
Jennifer Bove & Ben Fullerton
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1. What?2. Why?3. How?4. Case studies5. What makes a good service experience?6. Any questions?
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1. What?2. Why?3. How?4. Case studies5. What makes a good service experience?6. Any questions?
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2 definitions:
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“Service design: A method for designingexperiences that reach people through manydifferent touch-points, and that happen over time.”
from: http://servicedesign.org/service_design/
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“Service design can be both tangible and intangible. It can involve artefacts and other things including communication, environmentand behaviours. Whichever form it takes, itmust be consistent, easy to use and have strategic alliance.”
from: “Total Design: Managing the Design Process in the Service Sector”. W & G Hollins, 1990
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Let’s unpack those statements a bit.
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“Intangible.”
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“Many different touch-points.”
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“Over time.”
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image courtesy of live|work Studio Ltd. - http://www.livework.co.uk
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What else?
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Services are produced at the same momentas they are consumed - the customer is a “co-creator” of the service.
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Services can be constantly monitored againstsuccess factors and incrementally improved“on the fly”.
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1. What?2. Why?3. How?4. Case studies5. What makes a good service experience?6. Any questions?
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"e “service industry” accounts for around 75% of the Western economy (currently!)
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But services are rarely designed with thesame care and attention to detail as products.
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Better designed services lead to greatercustomer loyalty - from customers who pay more! - and more efficient business processes.
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Service envy!
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And by promoting use over consumption - encouraging people to use services rather than products - we also promote sustainability
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1. What?2. Why?3. How?4. Case studies5. What makes a good service experience?6. Any questions?
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Service design isn’t a new discipline.
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"e thinking, tools and methodologies come from interaction design - for so$ware and products - so the process looks somewhat the same...
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small man courtesy of live|work Studio Ltd. - http://www.livework.co.uk
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Design research:Internal (to the business) and external (to the customer and the world the service willexist in)
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Example deliverables might include:
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Personas
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Service Ecology
courtesy of live|work Studio Ltd. - http://www.livework.co.uk
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Essentially, design for opportunities:unmet customer and business needs.
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Example deliverables might include:
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Service Blueprint
courtesy of live|work Studio Ltd. - http://www.livework.co.uk
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Experience Prototype
courtesy of live|work Studio Ltd. - http://www.livework.co.uk
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Storytelling (Scenarios)
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Touch-point Specifications
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Go into production.
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Release and monitor.
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Techniques for doing this include:
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RATER (SERVQUAL):
ReliableAssuranceTangiblesEmpathyResponsiveness
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Take learnings from this back intodiscovery, iterate, and improve!
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1. What?2. Why?3. How?4. Case studies5. What makes a good service experience?6. Any questions?
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3 examples of real world services designed in a customer-centric way
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Case Study 1“My BAA”live|work, London, UK
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“Raise awareness of the BAA brand in the mind of the traveller.”
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We visited Heathrow.
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We talked to passengers.
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“"at’s BAA.”
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We created personas
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We created a framework based onthe existing customer journey
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We used that framework to generate service propositions
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"en we illustrated what thosepropositions might look like
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We also created businessrationale and principles
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And finally, we walked our personasthrough their new travel experience.
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Case Study 2“Favor Link”IDII, Italy
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“Make the day to day life of the working mother just a little bit easier”
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We interviewed working moms
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We mapped their routines
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"en we analyzed their days
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We created user scenarios
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And designed a service concept
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We created an experience prototype
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And created interface designs
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We tested the application with mothers
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Case Study 3Streetcarlive|work, London, UK
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“Improve the customer experience of a great idea.”
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We mapped and evaluated the existing experience...
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...and highlighted “pain points” where the experience could be improved.
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We created a service blueprint to describe how the service should behave.
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...and that helped to focus on thosetouch-points that needed improving.
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Following these improvements, Streetcar became the fastest growing car club in Europe.
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1. What?2. Why?3. Case studies4. What makes a good service experience?5. Any questions?
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6 opportunities for designing service quality
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1. Responsiveness
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Design for different circumstances.
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Services are multi-functional
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Services are multi-functional
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Services are multi-functional
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Services are multi-functional
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2. Consistency
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Tangible evidence tells customerswhat kind of service to expect.
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3. Adaptable
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Services should anticipate potential fail points.
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4. Tailored
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A service can learn from customer behavior and anticipate needs.
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5. Efficient
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Getting the internal business processes right will create a more consistent customer experience.
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6. Rewarding
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Service loyalty can be designed into the details.
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another example of a reward
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1. Responsive2. Consistent3. Adaptable4. Tailored5. Efficient6. Rewarding
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1. What?2. Why?3. Case studies4. What makes a good service experience?5. Any questions?