would you like service design with that? presented by suze ingram at web directions south
DESCRIPTION
Service design focuses on understanding what customers want, then designing services which meet their needs. Sound familiar? Web designers have focused on user-centred design for years to create websites and applications that are user friendly.Service design is well established in Europe and North America and there’s already a handful of Australian businesses offering service design. What is it? Does experience in designing for screen interaction translate to designing services too? Will service design be the next big thing?TRANSCRIPT
Would you likeservice design with that?
We’ve all had bad service experiences
Service design makes better services
What is service design?
Why care
Similarities
Methodology
Skills needed
Pitching
I’m going to talk about…
customer Service provider
EffectiveEfficientDistinctive
UsefulUsable Desirable
What is service design?
Some service design examples…
Banking + insurance bundle
Service design is all about…
The customer’s point of view
Service design is all about…
Interactions
Jenny
Newspaper ad
Visit website
Phonestore
Visitstore
Receive phone call
Delivery
Service design is all about…
Positive experiences
Service design is all about…
Understanding customers
Why the world wants service design
Demandingcustomers
Companiesalready use
service design
Economy is changing
It’s growing
Delivers innovation
…only
of their customers
agree
8%of companies think they
offer a superior service…
80%
Why the world wants service design
http://www.bain.com/bainweb/PDFs/cms/Public/BB_Closing_delivery_gap.pdf
User-centred
Similarities between designing for online interaction and designing for services
Intangible
Similarities between designing for online interaction and designing for services
Methods and techniques
Similarities between designing for online interaction and designing for services
Service design methodology
ImplementDiscovery Design Test
Service design methodology
ImplementDiscovery Design Test
Service design methodology
ImplementDiscovery Design Test
Service design methodology
ImplementDiscovery Design Test
Service design methodology
ImplementDiscovery Design Test
Has your team got the skills?
Experience in design research
People who design for
people
Peopletrained toobserve
Pitching service design
• Large service providers looking to differentiate
• Energetic and agile management teams
• Reactively developed services
• New focus on customer experience
Public service design
Quick recap…
What is service design?
Why care
Similarities
Methodology
Skills needed
Pitching
Service Design Network
Service design drinks
Service Design Camp 2010
Service Design Hub
What next?
“Keep the change”- IDEO http://www.ideo.com/work/featured/bofa
“Banking + Insurance bundle” – live|work http://www.livework.co.uk/our-work/gjensidige-start-package
“Virgin Atlantic check-in” - http://www.v-flyer.com/pages.asp?pageid=264
“Talk to front line staff” http://www.flickr.com/photos/markhillary/3309490947/
“Shadowing customers” http://www.flickr.com/photos/dlytle/3106056074/
“Customer journey map” “THE TRAINRIDE” by 31Volts http://www.servicedesigntools.org/tools/8
“Co-design sketching” – UK Design Council http://www.servicedesigntools.org/tools/34
“Co-design brainstorming” – Engine Service Design http://www.enginegroup.co.uk/projects/pcs_page/engaging_fathers
“Design storyboard” – Thinkpublic http://thinkpublic.com/news/
“Miniature prototyping” – Stby for T-Mobile http://www.servicedesigntools.org/tools/21
“Life-size prototypes” – IDEO for 1ST SOURCE BANK http://www.servicedesigntools.org/tools/18
“Hotel room prototype” - IDEO for Marriott http://www.ideo.com/work/featured/marriott
“Service blueprint” – Live|work for Gjensidige Insurance http://www.livework.co.uk/our-work/gjensidige-start-package
“Service blueprint for a clinic” - http://www.servicedesigntools.org/tools/35
Image and photograph attributions