servicedesign jam linz keynote #1 von alexander wiethoff
TRANSCRIPT
Design Services Create Experiences
wwwservicedesign-linzat
ServiceDesign Jam Linz 2015 Keynote 1
Alexander Wie1048552off
ServiceDesign and UX
27 Februar 2015
Design Services Create Experiences
Service Design and UX Dr Alexander Wiethoff - University of Munich (LMU)
You are what you usehellip not what you own
Slogan From LiveWork
httpwwwmarkabullcomwp-contentuploads201101stagejpg
Front Stage
httpblogentrepreneurtheartscometablogwp-contentuploads201008backstagejpg
Back Stage
The introduction of emerging technologies (sensors smart-phones internet of things) makes Service Design highly relevant as it
involves bridging the gap between technology and people
But is this really something newhellip
source [3]
http3bpblogspotcom_Tjn2n1CMss0TTsJZ_GCTIIAAAAAAAAFXIQvUK4TfntBYs400telephone_operators_springfield_il_jpg
Phone Service
People Places Productssource [3]
Processes and Performancesource [3]
httphotlineccsinsightcom_images-articleimode-logojpg
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Transport
Payment
Vending
Media
httpwwwtropicalislanddeCPT20Cape20Town20International20Airport20South20African20Airways20B747-40020aircraft20bjpg
Traveling with an Airline
15 years ago
go to travel agent
receive tickets by mail
go to the check in desk
receive boarding pass
check in bags
board plane
Today
go to airlines website
receive mobile boarding pass
drop bags at self check in
board plane
copy Marc Stickdorn
Customer Journey
source [3]
Customer Journey
Service Design in a NutshellOne (over-) view form LiveIWork
Service design focuses on multiple touch-points and the users interactions with these touch-points over time These touch-points are typically places products processes and people
source httpwwwliveworkcouk
Service Design
ensures that all the touch-points work brilliantly
source httpwwwliveworkcouk
Service Design
ensures that the touch-points work together to create wonderful experiences
source httpwwwliveworkcouk
Service Design
involves people that use and provide the service
source httpwwwliveworkcouk
Service Design
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
Service Design and UX Dr Alexander Wiethoff - University of Munich (LMU)
You are what you usehellip not what you own
Slogan From LiveWork
httpwwwmarkabullcomwp-contentuploads201101stagejpg
Front Stage
httpblogentrepreneurtheartscometablogwp-contentuploads201008backstagejpg
Back Stage
The introduction of emerging technologies (sensors smart-phones internet of things) makes Service Design highly relevant as it
involves bridging the gap between technology and people
But is this really something newhellip
source [3]
http3bpblogspotcom_Tjn2n1CMss0TTsJZ_GCTIIAAAAAAAAFXIQvUK4TfntBYs400telephone_operators_springfield_il_jpg
Phone Service
People Places Productssource [3]
Processes and Performancesource [3]
httphotlineccsinsightcom_images-articleimode-logojpg
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Transport
Payment
Vending
Media
httpwwwtropicalislanddeCPT20Cape20Town20International20Airport20South20African20Airways20B747-40020aircraft20bjpg
Traveling with an Airline
15 years ago
go to travel agent
receive tickets by mail
go to the check in desk
receive boarding pass
check in bags
board plane
Today
go to airlines website
receive mobile boarding pass
drop bags at self check in
board plane
copy Marc Stickdorn
Customer Journey
source [3]
Customer Journey
Service Design in a NutshellOne (over-) view form LiveIWork
Service design focuses on multiple touch-points and the users interactions with these touch-points over time These touch-points are typically places products processes and people
source httpwwwliveworkcouk
Service Design
ensures that all the touch-points work brilliantly
source httpwwwliveworkcouk
Service Design
ensures that the touch-points work together to create wonderful experiences
source httpwwwliveworkcouk
Service Design
involves people that use and provide the service
source httpwwwliveworkcouk
Service Design
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
You are what you usehellip not what you own
Slogan From LiveWork
httpwwwmarkabullcomwp-contentuploads201101stagejpg
Front Stage
httpblogentrepreneurtheartscometablogwp-contentuploads201008backstagejpg
Back Stage
The introduction of emerging technologies (sensors smart-phones internet of things) makes Service Design highly relevant as it
involves bridging the gap between technology and people
But is this really something newhellip
source [3]
http3bpblogspotcom_Tjn2n1CMss0TTsJZ_GCTIIAAAAAAAAFXIQvUK4TfntBYs400telephone_operators_springfield_il_jpg
Phone Service
People Places Productssource [3]
Processes and Performancesource [3]
httphotlineccsinsightcom_images-articleimode-logojpg
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Transport
Payment
Vending
Media
httpwwwtropicalislanddeCPT20Cape20Town20International20Airport20South20African20Airways20B747-40020aircraft20bjpg
Traveling with an Airline
15 years ago
go to travel agent
receive tickets by mail
go to the check in desk
receive boarding pass
check in bags
board plane
Today
go to airlines website
receive mobile boarding pass
drop bags at self check in
board plane
copy Marc Stickdorn
Customer Journey
source [3]
Customer Journey
Service Design in a NutshellOne (over-) view form LiveIWork
Service design focuses on multiple touch-points and the users interactions with these touch-points over time These touch-points are typically places products processes and people
source httpwwwliveworkcouk
Service Design
ensures that all the touch-points work brilliantly
source httpwwwliveworkcouk
Service Design
ensures that the touch-points work together to create wonderful experiences
source httpwwwliveworkcouk
Service Design
involves people that use and provide the service
source httpwwwliveworkcouk
Service Design
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
httpwwwmarkabullcomwp-contentuploads201101stagejpg
Front Stage
httpblogentrepreneurtheartscometablogwp-contentuploads201008backstagejpg
Back Stage
The introduction of emerging technologies (sensors smart-phones internet of things) makes Service Design highly relevant as it
involves bridging the gap between technology and people
But is this really something newhellip
source [3]
http3bpblogspotcom_Tjn2n1CMss0TTsJZ_GCTIIAAAAAAAAFXIQvUK4TfntBYs400telephone_operators_springfield_il_jpg
Phone Service
People Places Productssource [3]
Processes and Performancesource [3]
httphotlineccsinsightcom_images-articleimode-logojpg
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Transport
Payment
Vending
Media
httpwwwtropicalislanddeCPT20Cape20Town20International20Airport20South20African20Airways20B747-40020aircraft20bjpg
Traveling with an Airline
15 years ago
go to travel agent
receive tickets by mail
go to the check in desk
receive boarding pass
check in bags
board plane
Today
go to airlines website
receive mobile boarding pass
drop bags at self check in
board plane
copy Marc Stickdorn
Customer Journey
source [3]
Customer Journey
Service Design in a NutshellOne (over-) view form LiveIWork
Service design focuses on multiple touch-points and the users interactions with these touch-points over time These touch-points are typically places products processes and people
source httpwwwliveworkcouk
Service Design
ensures that all the touch-points work brilliantly
source httpwwwliveworkcouk
Service Design
ensures that the touch-points work together to create wonderful experiences
source httpwwwliveworkcouk
Service Design
involves people that use and provide the service
source httpwwwliveworkcouk
Service Design
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
httpblogentrepreneurtheartscometablogwp-contentuploads201008backstagejpg
Back Stage
The introduction of emerging technologies (sensors smart-phones internet of things) makes Service Design highly relevant as it
involves bridging the gap between technology and people
But is this really something newhellip
source [3]
http3bpblogspotcom_Tjn2n1CMss0TTsJZ_GCTIIAAAAAAAAFXIQvUK4TfntBYs400telephone_operators_springfield_il_jpg
Phone Service
People Places Productssource [3]
Processes and Performancesource [3]
httphotlineccsinsightcom_images-articleimode-logojpg
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Transport
Payment
Vending
Media
httpwwwtropicalislanddeCPT20Cape20Town20International20Airport20South20African20Airways20B747-40020aircraft20bjpg
Traveling with an Airline
15 years ago
go to travel agent
receive tickets by mail
go to the check in desk
receive boarding pass
check in bags
board plane
Today
go to airlines website
receive mobile boarding pass
drop bags at self check in
board plane
copy Marc Stickdorn
Customer Journey
source [3]
Customer Journey
Service Design in a NutshellOne (over-) view form LiveIWork
Service design focuses on multiple touch-points and the users interactions with these touch-points over time These touch-points are typically places products processes and people
source httpwwwliveworkcouk
Service Design
ensures that all the touch-points work brilliantly
source httpwwwliveworkcouk
Service Design
ensures that the touch-points work together to create wonderful experiences
source httpwwwliveworkcouk
Service Design
involves people that use and provide the service
source httpwwwliveworkcouk
Service Design
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
The introduction of emerging technologies (sensors smart-phones internet of things) makes Service Design highly relevant as it
involves bridging the gap between technology and people
But is this really something newhellip
source [3]
http3bpblogspotcom_Tjn2n1CMss0TTsJZ_GCTIIAAAAAAAAFXIQvUK4TfntBYs400telephone_operators_springfield_il_jpg
Phone Service
People Places Productssource [3]
Processes and Performancesource [3]
httphotlineccsinsightcom_images-articleimode-logojpg
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Transport
Payment
Vending
Media
httpwwwtropicalislanddeCPT20Cape20Town20International20Airport20South20African20Airways20B747-40020aircraft20bjpg
Traveling with an Airline
15 years ago
go to travel agent
receive tickets by mail
go to the check in desk
receive boarding pass
check in bags
board plane
Today
go to airlines website
receive mobile boarding pass
drop bags at self check in
board plane
copy Marc Stickdorn
Customer Journey
source [3]
Customer Journey
Service Design in a NutshellOne (over-) view form LiveIWork
Service design focuses on multiple touch-points and the users interactions with these touch-points over time These touch-points are typically places products processes and people
source httpwwwliveworkcouk
Service Design
ensures that all the touch-points work brilliantly
source httpwwwliveworkcouk
Service Design
ensures that the touch-points work together to create wonderful experiences
source httpwwwliveworkcouk
Service Design
involves people that use and provide the service
source httpwwwliveworkcouk
Service Design
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
But is this really something newhellip
source [3]
http3bpblogspotcom_Tjn2n1CMss0TTsJZ_GCTIIAAAAAAAAFXIQvUK4TfntBYs400telephone_operators_springfield_il_jpg
Phone Service
People Places Productssource [3]
Processes and Performancesource [3]
httphotlineccsinsightcom_images-articleimode-logojpg
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Transport
Payment
Vending
Media
httpwwwtropicalislanddeCPT20Cape20Town20International20Airport20South20African20Airways20B747-40020aircraft20bjpg
Traveling with an Airline
15 years ago
go to travel agent
receive tickets by mail
go to the check in desk
receive boarding pass
check in bags
board plane
Today
go to airlines website
receive mobile boarding pass
drop bags at self check in
board plane
copy Marc Stickdorn
Customer Journey
source [3]
Customer Journey
Service Design in a NutshellOne (over-) view form LiveIWork
Service design focuses on multiple touch-points and the users interactions with these touch-points over time These touch-points are typically places products processes and people
source httpwwwliveworkcouk
Service Design
ensures that all the touch-points work brilliantly
source httpwwwliveworkcouk
Service Design
ensures that the touch-points work together to create wonderful experiences
source httpwwwliveworkcouk
Service Design
involves people that use and provide the service
source httpwwwliveworkcouk
Service Design
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
source [3]
http3bpblogspotcom_Tjn2n1CMss0TTsJZ_GCTIIAAAAAAAAFXIQvUK4TfntBYs400telephone_operators_springfield_il_jpg
Phone Service
People Places Productssource [3]
Processes and Performancesource [3]
httphotlineccsinsightcom_images-articleimode-logojpg
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Transport
Payment
Vending
Media
httpwwwtropicalislanddeCPT20Cape20Town20International20Airport20South20African20Airways20B747-40020aircraft20bjpg
Traveling with an Airline
15 years ago
go to travel agent
receive tickets by mail
go to the check in desk
receive boarding pass
check in bags
board plane
Today
go to airlines website
receive mobile boarding pass
drop bags at self check in
board plane
copy Marc Stickdorn
Customer Journey
source [3]
Customer Journey
Service Design in a NutshellOne (over-) view form LiveIWork
Service design focuses on multiple touch-points and the users interactions with these touch-points over time These touch-points are typically places products processes and people
source httpwwwliveworkcouk
Service Design
ensures that all the touch-points work brilliantly
source httpwwwliveworkcouk
Service Design
ensures that the touch-points work together to create wonderful experiences
source httpwwwliveworkcouk
Service Design
involves people that use and provide the service
source httpwwwliveworkcouk
Service Design
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
http3bpblogspotcom_Tjn2n1CMss0TTsJZ_GCTIIAAAAAAAAFXIQvUK4TfntBYs400telephone_operators_springfield_il_jpg
Phone Service
People Places Productssource [3]
Processes and Performancesource [3]
httphotlineccsinsightcom_images-articleimode-logojpg
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Transport
Payment
Vending
Media
httpwwwtropicalislanddeCPT20Cape20Town20International20Airport20South20African20Airways20B747-40020aircraft20bjpg
Traveling with an Airline
15 years ago
go to travel agent
receive tickets by mail
go to the check in desk
receive boarding pass
check in bags
board plane
Today
go to airlines website
receive mobile boarding pass
drop bags at self check in
board plane
copy Marc Stickdorn
Customer Journey
source [3]
Customer Journey
Service Design in a NutshellOne (over-) view form LiveIWork
Service design focuses on multiple touch-points and the users interactions with these touch-points over time These touch-points are typically places products processes and people
source httpwwwliveworkcouk
Service Design
ensures that all the touch-points work brilliantly
source httpwwwliveworkcouk
Service Design
ensures that the touch-points work together to create wonderful experiences
source httpwwwliveworkcouk
Service Design
involves people that use and provide the service
source httpwwwliveworkcouk
Service Design
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
People Places Productssource [3]
Processes and Performancesource [3]
httphotlineccsinsightcom_images-articleimode-logojpg
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Transport
Payment
Vending
Media
httpwwwtropicalislanddeCPT20Cape20Town20International20Airport20South20African20Airways20B747-40020aircraft20bjpg
Traveling with an Airline
15 years ago
go to travel agent
receive tickets by mail
go to the check in desk
receive boarding pass
check in bags
board plane
Today
go to airlines website
receive mobile boarding pass
drop bags at self check in
board plane
copy Marc Stickdorn
Customer Journey
source [3]
Customer Journey
Service Design in a NutshellOne (over-) view form LiveIWork
Service design focuses on multiple touch-points and the users interactions with these touch-points over time These touch-points are typically places products processes and people
source httpwwwliveworkcouk
Service Design
ensures that all the touch-points work brilliantly
source httpwwwliveworkcouk
Service Design
ensures that the touch-points work together to create wonderful experiences
source httpwwwliveworkcouk
Service Design
involves people that use and provide the service
source httpwwwliveworkcouk
Service Design
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
Processes and Performancesource [3]
httphotlineccsinsightcom_images-articleimode-logojpg
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Transport
Payment
Vending
Media
httpwwwtropicalislanddeCPT20Cape20Town20International20Airport20South20African20Airways20B747-40020aircraft20bjpg
Traveling with an Airline
15 years ago
go to travel agent
receive tickets by mail
go to the check in desk
receive boarding pass
check in bags
board plane
Today
go to airlines website
receive mobile boarding pass
drop bags at self check in
board plane
copy Marc Stickdorn
Customer Journey
source [3]
Customer Journey
Service Design in a NutshellOne (over-) view form LiveIWork
Service design focuses on multiple touch-points and the users interactions with these touch-points over time These touch-points are typically places products processes and people
source httpwwwliveworkcouk
Service Design
ensures that all the touch-points work brilliantly
source httpwwwliveworkcouk
Service Design
ensures that the touch-points work together to create wonderful experiences
source httpwwwliveworkcouk
Service Design
involves people that use and provide the service
source httpwwwliveworkcouk
Service Design
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
httphotlineccsinsightcom_images-articleimode-logojpg
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Transport
Payment
Vending
Media
httpwwwtropicalislanddeCPT20Cape20Town20International20Airport20South20African20Airways20B747-40020aircraft20bjpg
Traveling with an Airline
15 years ago
go to travel agent
receive tickets by mail
go to the check in desk
receive boarding pass
check in bags
board plane
Today
go to airlines website
receive mobile boarding pass
drop bags at self check in
board plane
copy Marc Stickdorn
Customer Journey
source [3]
Customer Journey
Service Design in a NutshellOne (over-) view form LiveIWork
Service design focuses on multiple touch-points and the users interactions with these touch-points over time These touch-points are typically places products processes and people
source httpwwwliveworkcouk
Service Design
ensures that all the touch-points work brilliantly
source httpwwwliveworkcouk
Service Design
ensures that the touch-points work together to create wonderful experiences
source httpwwwliveworkcouk
Service Design
involves people that use and provide the service
source httpwwwliveworkcouk
Service Design
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Transport
Payment
Vending
Media
httpwwwtropicalislanddeCPT20Cape20Town20International20Airport20South20African20Airways20B747-40020aircraft20bjpg
Traveling with an Airline
15 years ago
go to travel agent
receive tickets by mail
go to the check in desk
receive boarding pass
check in bags
board plane
Today
go to airlines website
receive mobile boarding pass
drop bags at self check in
board plane
copy Marc Stickdorn
Customer Journey
source [3]
Customer Journey
Service Design in a NutshellOne (over-) view form LiveIWork
Service design focuses on multiple touch-points and the users interactions with these touch-points over time These touch-points are typically places products processes and people
source httpwwwliveworkcouk
Service Design
ensures that all the touch-points work brilliantly
source httpwwwliveworkcouk
Service Design
ensures that the touch-points work together to create wonderful experiences
source httpwwwliveworkcouk
Service Design
involves people that use and provide the service
source httpwwwliveworkcouk
Service Design
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
Content Provider
Hardware Manufacturer
Network Provider
iMode Service CORE Stakeholders
Transport
Payment
Vending
Media
httpwwwtropicalislanddeCPT20Cape20Town20International20Airport20South20African20Airways20B747-40020aircraft20bjpg
Traveling with an Airline
15 years ago
go to travel agent
receive tickets by mail
go to the check in desk
receive boarding pass
check in bags
board plane
Today
go to airlines website
receive mobile boarding pass
drop bags at self check in
board plane
copy Marc Stickdorn
Customer Journey
source [3]
Customer Journey
Service Design in a NutshellOne (over-) view form LiveIWork
Service design focuses on multiple touch-points and the users interactions with these touch-points over time These touch-points are typically places products processes and people
source httpwwwliveworkcouk
Service Design
ensures that all the touch-points work brilliantly
source httpwwwliveworkcouk
Service Design
ensures that the touch-points work together to create wonderful experiences
source httpwwwliveworkcouk
Service Design
involves people that use and provide the service
source httpwwwliveworkcouk
Service Design
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
httpwwwtropicalislanddeCPT20Cape20Town20International20Airport20South20African20Airways20B747-40020aircraft20bjpg
Traveling with an Airline
15 years ago
go to travel agent
receive tickets by mail
go to the check in desk
receive boarding pass
check in bags
board plane
Today
go to airlines website
receive mobile boarding pass
drop bags at self check in
board plane
copy Marc Stickdorn
Customer Journey
source [3]
Customer Journey
Service Design in a NutshellOne (over-) view form LiveIWork
Service design focuses on multiple touch-points and the users interactions with these touch-points over time These touch-points are typically places products processes and people
source httpwwwliveworkcouk
Service Design
ensures that all the touch-points work brilliantly
source httpwwwliveworkcouk
Service Design
ensures that the touch-points work together to create wonderful experiences
source httpwwwliveworkcouk
Service Design
involves people that use and provide the service
source httpwwwliveworkcouk
Service Design
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
15 years ago
go to travel agent
receive tickets by mail
go to the check in desk
receive boarding pass
check in bags
board plane
Today
go to airlines website
receive mobile boarding pass
drop bags at self check in
board plane
copy Marc Stickdorn
Customer Journey
source [3]
Customer Journey
Service Design in a NutshellOne (over-) view form LiveIWork
Service design focuses on multiple touch-points and the users interactions with these touch-points over time These touch-points are typically places products processes and people
source httpwwwliveworkcouk
Service Design
ensures that all the touch-points work brilliantly
source httpwwwliveworkcouk
Service Design
ensures that the touch-points work together to create wonderful experiences
source httpwwwliveworkcouk
Service Design
involves people that use and provide the service
source httpwwwliveworkcouk
Service Design
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
copy Marc Stickdorn
Customer Journey
source [3]
Customer Journey
Service Design in a NutshellOne (over-) view form LiveIWork
Service design focuses on multiple touch-points and the users interactions with these touch-points over time These touch-points are typically places products processes and people
source httpwwwliveworkcouk
Service Design
ensures that all the touch-points work brilliantly
source httpwwwliveworkcouk
Service Design
ensures that the touch-points work together to create wonderful experiences
source httpwwwliveworkcouk
Service Design
involves people that use and provide the service
source httpwwwliveworkcouk
Service Design
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
source [3]
Customer Journey
Service Design in a NutshellOne (over-) view form LiveIWork
Service design focuses on multiple touch-points and the users interactions with these touch-points over time These touch-points are typically places products processes and people
source httpwwwliveworkcouk
Service Design
ensures that all the touch-points work brilliantly
source httpwwwliveworkcouk
Service Design
ensures that the touch-points work together to create wonderful experiences
source httpwwwliveworkcouk
Service Design
involves people that use and provide the service
source httpwwwliveworkcouk
Service Design
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
Service Design in a NutshellOne (over-) view form LiveIWork
Service design focuses on multiple touch-points and the users interactions with these touch-points over time These touch-points are typically places products processes and people
source httpwwwliveworkcouk
Service Design
ensures that all the touch-points work brilliantly
source httpwwwliveworkcouk
Service Design
ensures that the touch-points work together to create wonderful experiences
source httpwwwliveworkcouk
Service Design
involves people that use and provide the service
source httpwwwliveworkcouk
Service Design
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
Service design focuses on multiple touch-points and the users interactions with these touch-points over time These touch-points are typically places products processes and people
source httpwwwliveworkcouk
Service Design
ensures that all the touch-points work brilliantly
source httpwwwliveworkcouk
Service Design
ensures that the touch-points work together to create wonderful experiences
source httpwwwliveworkcouk
Service Design
involves people that use and provide the service
source httpwwwliveworkcouk
Service Design
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
ensures that all the touch-points work brilliantly
source httpwwwliveworkcouk
Service Design
ensures that the touch-points work together to create wonderful experiences
source httpwwwliveworkcouk
Service Design
involves people that use and provide the service
source httpwwwliveworkcouk
Service Design
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
ensures that the touch-points work together to create wonderful experiences
source httpwwwliveworkcouk
Service Design
involves people that use and provide the service
source httpwwwliveworkcouk
Service Design
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
involves people that use and provide the service
source httpwwwliveworkcouk
Service Design
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
tests a new service with users to make sure all works
source httpwwwliveworkcouk
Service Design
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
ensures that all parts work together throughout the customer journey Often there are multiple pathways and therefore processes through a service experience
Service Design
source httpwwwliveworkcouk
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
What is a service bull a chain of activities that form a process and have
value for the end user (customer journey) bull services affect our daily qualify of life (user experience) bull service design focuses on the entire system of use (via touchpoints)
source [5]
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
1 Intangible Although services are often populated with objects the service itself is ephemeral customers canacutet see or touch the service itself-only the physical embodiments 2 Provider ownership Customers who use a service may come away from it with an owned object such as a cup of coffee or used car but they donacutet own the service itself 3 Co-created Services arenacutet made by the service provider alone they require the involvement and engagement of the customers as well 4 Flexible Each new situation or customer requires that the service adapt to it 5 Time Based Services take time to perform and that time cannot be recovered if lost 6 Active Services a created by human labor and are thus difficult to scale 7 Fluctuating demand Most services vary by time of the day season and cultural mood
Service Characteristics
source [5]
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
Service Design leads to
source httpwwwliveworkcouk
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
bull environmentally friendly solutions (Car sharing service) bull good business models well designed and executed services will increase sales and helping tying users to a specific brand
Service Design leads to
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
Shelley Evenson bull teaches service and interaction design at CMU Pittsburgh
bull Co-founder of seeSpace and chief experience scientist for Scient
httpresearchmicrosoftcomen-usnewsfeaturesimagesShelleyjpg
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
Service design can involve person2person interaction = check in desk person2machine interaction = self check in kiosk machine2machine interaction = airport baggage system
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
Service as Design Triangle
Service Provider
People (User)
Service Medium
brand relationship
designmeta design
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
Service design addresses the functionality and form of the service medium The aim is to ensure that service interfaces are usable and useful effective and efficient desirable and
differentiated from the provider and the persons point of view
after Birgit Mager
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
User Experience Design
httpsemanticstudioscomcopyPeter Morville
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
Service design is the design of intangible experiences that reach people through many different touch-points and that happen over
time
source [3]
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
Thank You
hellipand see you tmr
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz
Design Services Create Experiences
wwwservicedesign-linzat
Danke Facebook fbcomServiceDesignLinzTwi1048567er sdjlnzEmail jamservicedesign-linzat
Praumlsentationen slidesharenetServiceDesignLinz