introduction to service design
DESCRIPTION
This presentation has been shown three times by Trent Mankelow from Optimal Usability: 23 February 2010 - Wellington 30 March 2010 - Wellington 21 April 2010 - Auckland You can see the video of this presentation in 3 parts at http://www.youtube.com/watch?v=GXitPLqQDxc http://www.youtube.com/watch?v=nj14MWheZ1o http://www.youtube.com/watch?v=o84IbnUhFDoTRANSCRIPT
![Page 1: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/1.jpg)
Trent Mankelow
Introduction to
Service Design
![Page 2: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/2.jpg)
Customer?
Customer?
![Page 3: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/3.jpg)
![Page 4: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/4.jpg)
"In March of 2003, we made a decision to be about customer service. We view any expense that enhances the customer experience as a marketing cost because it generates more repeat customers through word of mouth"
- Tony Hsieh, Zappos CEO
Quote from http://www.fastcompany.com/fast50_09/profile/list/zapposPhoto from http://bondcreative.files.wordpress.com/2009/03/zappos-tony-ceo-shoes.jpg
![Page 5: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/5.jpg)
Zappos’ goal is to make sure every interaction results in the customer saying, “That was the best customer service I have ever had”
![Page 6: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/6.jpg)
From http://trainingtime.wordpress.com/2009/02/27/why-zappos-sent-my-mom-a-get-well-card/
![Page 7: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/7.jpg)
Photo from http://scott-allison.net/2009/12/08/culture-at-zappos-and-how-everyone-benefits/
![Page 8: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/8.jpg)
New employees are offered $2,000 to quit
![Page 9: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/9.jpg)
![Page 10: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/10.jpg)
“It's best to know early on if an employee doesn't buy into the vision or the culture, it just makes economic sense”
- Tony Hsieh, Zappos CEO
10
![Page 11: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/11.jpg)
![Page 12: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/12.jpg)
![Page 13: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/13.jpg)
X 1,000,000,000
![Page 14: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/14.jpg)
Zappos is a service company that happens to sell shoes
Photo from http://www.flickr.com/photos/lachlanhardy/83702051/
![Page 15: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/15.jpg)
What’s the best service experience you've ever had?
![Page 16: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/16.jpg)
What’s the worst service experience you've had?
![Page 17: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/17.jpg)
So why is customer service so average?
![Page 18: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/18.jpg)
Most companies think inside-out
From http://blogs.harvardbusiness.org/merholz/2009/06/a-framework-for-building-custo.html
![Page 19: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/19.jpg)
SYSTEMS
![Page 20: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/20.jpg)
PROCEDURES
![Page 21: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/21.jpg)
TOUCHPOINTS
![Page 22: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/22.jpg)
...Advertising
![Page 23: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/23.jpg)
...Websites
![Page 24: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/24.jpg)
...Customer-facing staff
![Page 25: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/25.jpg)
... Communication and mailings
![Page 26: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/26.jpg)
... Physical environments
![Page 27: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/27.jpg)
INTERACTIONS
![Page 28: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/28.jpg)
EXPERIENCES
![Page 29: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/29.jpg)
![Page 30: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/30.jpg)
![Page 31: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/31.jpg)
What is a service?
![Page 32: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/32.jpg)
Intangible
Product Service
Tangible
![Page 33: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/33.jpg)
Advertising
A service is often made up of several interactions using a range of touchpoints over time
Website
Customer-facing staff
Communications
Physical environments
Support meGuide meInform meEngage me
![Page 34: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/34.jpg)
My TV Buying Experience
![Page 35: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/35.jpg)
![Page 36: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/36.jpg)
![Page 37: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/37.jpg)
![Page 38: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/38.jpg)
Your TV is ready to pick up!
![Page 39: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/39.jpg)
Photo from http://www.dnzproperty.com/images/objectImages/highres_images/PMC-Noel-Leeming.jpg
![Page 40: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/40.jpg)
A new TV!!
![Page 41: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/41.jpg)
Customer-facing staff
Websites
Communications
Physical environments
Payment systems
Packaging
![Page 42: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/42.jpg)
![Page 43: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/43.jpg)
![Page 44: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/44.jpg)
ServiceDesignProcess
![Page 45: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/45.jpg)
ServiceDesignProcess
![Page 46: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/46.jpg)
ServiceDesignProcess
![Page 47: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/47.jpg)
ServiceDesignProcess
![Page 48: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/48.jpg)
ServiceDesignProcess
![Page 49: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/49.jpg)
ServiceDesignProcess
![Page 51: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/51.jpg)
Personas
![Page 52: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/52.jpg)
ServiceDesignProcess
![Page 53: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/53.jpg)
![Page 54: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/54.jpg)
![Page 55: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/55.jpg)
![Page 56: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/56.jpg)
![Page 57: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/57.jpg)
![Page 58: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/58.jpg)
![Page 59: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/59.jpg)
Target
increaseActual increase
Page views 10% 25%Page views (by staff)
10% 32%
![Page 61: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/61.jpg)
Experience prototypes
![Page 62: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/62.jpg)
ServiceDesignProcess
![Page 63: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/63.jpg)
![Page 64: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/64.jpg)
![Page 65: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/65.jpg)
What’s the best service experience you've ever had?
Photo from www.vernonresearch.com/site-images/FocusGroup.jpg
![Page 66: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/66.jpg)
Photo from http://www.eavesconsulting.com/storage/concierge.jpg
![Page 67: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/67.jpg)
Photos from www.appleinsider.com
![Page 68: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/68.jpg)
![Page 69: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/69.jpg)
![Page 70: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/70.jpg)
“Oh, God, we're screwed!”...
![Page 71: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/71.jpg)
So we redesigned it. And it cost us, I don't know, six, nine months...
![Page 72: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/72.jpg)
Photos from http://blogs.eweek.com/applewatch/content/channel/remembering_apples_first_store.html, http://www.baytopiedmont.com/2009/12/16/apple-tysons-corner-i-love-this-place/ and apple.com
![Page 73: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/73.jpg)
Photo from http://www.slideshare.net/monstro/customer-service-is-the-new-marketing-next09-hamburg
![Page 74: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/74.jpg)
![Page 75: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/75.jpg)
Annual sales per square foot in USD
Saks = $362
Best Buy = $930
Tiffany & Co = $2,666
Apple = $4,032From http://money.cnn.com/magazines/fortune/fortune_archive/2007/03/19/8402321/index.htm
![Page 76: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/76.jpg)
![Page 77: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/77.jpg)
![Page 78: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/78.jpg)
![Page 79: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/79.jpg)
![Page 80: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/80.jpg)
![Page 81: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/81.jpg)
![Page 82: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/82.jpg)
![Page 83: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/83.jpg)
![Page 84: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/84.jpg)
In conclusion
![Page 85: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/85.jpg)
Transform New Zealand organisations into providers of world-class customer experiences
Our vision is to
![Page 86: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/86.jpg)
Service Design
Focus on a single touchpoint
Usability
User Experience
Focus on a single screen
Focus on all of the touchpoints that make the entire experience
![Page 87: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/87.jpg)
You are here
Photo from http://www.hardbrassmedia.com/about.html
![Page 88: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/88.jpg)
Three key takeaways:
1. A service is made up of several interactions using a range of touchpoints over time
2. You can’t provide world-class customer service unless you intentionally design the experience
3. Service Design helps design from the “outside in”, and create brilliant customer experiences
![Page 89: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/89.jpg)
![Page 90: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/90.jpg)
guardian.co.uk/service-design
![Page 91: Introduction to Service Design](https://reader037.vdocument.in/reader037/viewer/2022102621/54c7045e4a79597c678b45f7/html5/thumbnails/91.jpg)
ThanksTrent MankelowOptimal Usability
Sign up to our newsletter at optimalusability.com!