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S E R V I C E D E S I G N From Insight to Implementation
b y A N DY P OL A IN E , L AV R A N S LØ V LIE ,
a n d BE N R E A S ON fo r e w o r d b y J o h n Tha c k a ra
Service Design is an eminently practical guide to designing services that
work for people. It offers powerful insights, methods, and case studies to
help you design, implement, and measure multichannel service experi-
ences with greater impact for customers, businesses, and society.
“For anyone making the journey into the world of service design, this book, informed by its authors’ hard-won knowledge and field experience, should be your first stop.”
JESSE JAMES GARRETTAuthor of The Elements of User Experience
“A great introduction to service design by people who shaped this approach from its early years on.”
MARC STICKDORNEditor and Co-Author of This Is Service Design Thinking
“An easy-to-read introduction to service design, with great examples from one of the world’s leading service design agencies. A ‘must read’ for anyone who wants to become familiar with service design in theory, methods, and practice!”
PROF. BIRGIT MAGERPresident, Service Design Network gGmbH
“There’s no better way to learn about service design than from those who have built it from the ground up.”
MARK HUNTER Chief Design Officer, Design Council (UK)
Cover Illustration by Lotta Nieminen
www.rosenfeldmedia.com
MORE ON SERVICE DESIGNwww.rosenfeldmedia.com/books/ser vice-design/
SER
VICE
DE
SIGN
by POLAIN
E, LØVLIE, and R
EASON
Designing services for messy livesUX Australia 2013Andy Polaine
[email protected]@apolainewww.polaine.com
Notes: http://pln.me/uxoz13
Image source: Smithsonian's Cooper-Hewitt, National Design Museum
Start with the people
"Really everything I had done wasn’t very interesting or important. The thing that was really important was what was
happening between me and the software on the screen.”
Bill Moggridge on the GRiD Compass Computer
Image source: Smithsonian's Cooper-Hewitt, National Design Museum
Great UX doesn’t help much if it’s different every time
Especially when this happens
SERVICES ARE MULTICHANNEL & TIME-BASED
Service gaps – Lavrans flying to New York with his family
Website-Call Center Gap
Website-System Error Gap
Website-Call Center Gap
Husband-Wife Expectation Gap
Call Center Staff-Check-In Staff Gap
Boarding Staff-Computer System Gap
The human service element finally wins
Cracks can accumulate to form an experience crevasse
Image source: http://www.summitpost.org/jeff-jumping-crevasse-dc-route-july-8-2006/207527
EVERYTHING IS A MICRO-INTERACTION
Some touchpoints are thought through and branded
Some touchpoints “just happen”
If you don’t design it, somebody else will
Image source: http://www.flickr.com/photos/atoach/
If you don’t provide channels, somebody else will
PEOPLE,RELATIONSHIPS, UNDERLYINGMOTIVATIONS
People are not trying to use a website, but buy something
What is the underlying motivation and meaning?
Image source: Flickr user Jon Large
Interaction with backstage people, services & systems
Image source: http://www.materialiste.com/culture/inside-amazon
Somewhere in an Amazon.com warehouse...
Image: Lucas"lm Ltd
Third party services form part of the experience too
This means designing with people versus for people
Image source: live|work
SOME GUIDING PRINCIPLES
Be personal, human and authentic
Remember people’s lives beyond the screen
Image source: http://consumeconsume.com/post/13272453418
Fail gracefully, recover well
Say sorry - apologies matter to people
Image source: michael_davies on Flickr
Small acts make all the difference
Remember real life isn’t always as neat as we plan
S E R V I C E D E S I G N From Insight to Implementation
b y A N DY P OL A IN E , L AV R A N S LØ V LIE ,
a n d BE N R E A S ON fo r e w o r d b y J o h n Tha c k a ra
Service Design is an eminently practical guide to designing services that
work for people. It offers powerful insights, methods, and case studies to
help you design, implement, and measure multichannel service experi-
ences with greater impact for customers, businesses, and society.
“For anyone making the journey into the world of service design, this book, informed by its authors’ hard-won knowledge and field experience, should be your first stop.”
JESSE JAMES GARRETTAuthor of The Elements of User Experience
“A great introduction to service design by people who shaped this approach from its early years on.”
MARC STICKDORNEditor and Co-Author of This Is Service Design Thinking
“An easy-to-read introduction to service design, with great examples from one of the world’s leading service design agencies. A ‘must read’ for anyone who wants to become familiar with service design in theory, methods, and practice!”
PROF. BIRGIT MAGERPresident, Service Design Network gGmbH
“There’s no better way to learn about service design than from those who have built it from the ground up.”
MARK HUNTER Chief Design Officer, Design Council (UK)
Cover Illustration by Lotta Nieminen
www.rosenfeldmedia.com
MORE ON SERVICE DESIGNwww.rosenfeldmedia.com/books/ser vice-design/
SER
VICE
DE
SIGN
by POLAIN
E, LØVLIE, and R
EASON
Thank [email protected]@apolainewww.polaine.com
Notes and downloads: pln.me/uxoz13
