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Within Service Design the “product” consists of what happens between customer and service provider. Let us call it interaction.
Service
provider Cu
stom
erProducts in Service Design?
Service
provider
Cust
omer
Stakeh
older
Designer
Understand the product
Understanding the product means understanding what happens between the Customer, Service provider and other Stakeholders.
!e process at a glance
}}
{{}{ Service Blueprint
Understand people Structure in JourneyInsights
Create Vision Combine to conceptIdeas
Build prototypes Detail in blueprintTest
Customer Journey
Empathy methods
Empathy methods help people understand other people.
Help the Service provider understand the Customer.
Help the Stakeholder understand Service provider
and Customer.
Help the Designer understand interactions between
Service provider, Stakeholder and Customer.
Empathy methods II
Watch peopleAsk peopleTalk to peopleAct like peopleUse your own service{Note down what
seems intersting.
We write down all generated insights. Now we structure them in a Customer Journey Map.
Structuring insights{Customer journey map
The Customer Journey
structures the customers
experience into small steps.
!e customer journey
We worked out which interactions happen in each step in the customers journey. We have insights on these interactions to evaluate them.
Developing a vision
For each step we work out what an ideal interaction would be. This ideal state we call visions.
Visions - ideal states
From Idea to concept
Several ideas form one concept. This process can be structured through methods like clustering, matrixes or force fit. {
Ideas Concept
Testing the idea
We build physical prototypes of our concept. We test it on stage. We test it in real life. We test it anywhere we can and improve it.
Concept Prototype
Service Blueprint
!e "nal product
Finally we detail the product in a service blueprint. We set a frame what Customer and Service provider experience.
We define in which situation people meet
and through which objects they interact.
All in one
}}
{{}{ Service Blueprint
Understand people Structure in JourneyInsights
Create Vision Combine to conceptIdeas
Build prototypes Detail in blueprintTest
Customer Journey
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