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Service Design Doing Designing services that people fall in love with
Icons by : Whitespring Service Design // www.whitespring.de
Some FACTS
Age of the customer
Empowered buyers demand new level of
customer obsession
www.flickr.com/photos/8058853@N06/6045258692
Products are becoming services
www.flickr.com/photos/juehuayin/3251667785/
Products are becoming services
www.flickr.com/photos/juehuayin/3251667785/
Product market is satisfied
20 different available products are fulfilling same purpose
Basic Function & Quality is taken for granted
Service relationship can’t be copied
Good product design is not the only
ingredient to success www.flickr.com/photos/lexnger/10171653336/
Traditional organisation silos are
breaking
Emotions are becoming a decisive
factor
www.flickr.com/photos/bigfatgreycat/10313692763/
Emotions bigger impact on loyalty
Employee engagement as priority
www.flickr.com/photos/ronsombilongallery/5828172072
Holistic service experience is new
standardshttp://www.kaaathryn.com/wp-content/uploads/2014/03/emirates.png
Service Design Benefits
Service Design is a holistic approach that considers the end-to-end service experience across all channels and touch points from a customer and organisation perspective.
What is Service Design ?
Service Design Principles
Service Design Process
Service Design Process
Workshops & Tools
Business Model Canvas
Business Model Canvas
Purpose:
This tool is used to map and detail out the
essential components of a business and
understand their relationship to each other.
Outcome:
This leads to consideration of a business’s full
scope and describes how the elements fit
together to provide a clear picture of the business
and how the internal components affect the
customer experience.
Stakeholder Mapping
Stakeholder Mapping
Purpose:
This tool helps visualise and map out the various
stakeholders in the organisation’s ecosystem.
Outcome:
This provides us with a clear picture of the direct,
less direct and indirect stakeholders that are part
of the ecosystem in order to further evaluate their
relationship and value.
Stakeholder Mapping
Value Exchange Mapping
Value Exchange Mapping
Value Exchange Mapping
Purpose:
This tool helps identify the value that is created
and exchanged between the organisation and its
stakeholders.
Outcome:
This provides a clear understanding of the value
network in the ecosystem of stakeholders in
order to generate a systematic view of the
service and its context.
Empathy Mapping
Empathy Mapping
Empathy Mapping
Purpose:
This tool is used to identify and describe what the
customer/stakeholder personas are thinking, feeling,
doing, seeing, and hearing as they engaged with the
service. It helps us to zoom out from focusing on
behaviours to consider the users’ emotions and
experience as well.
Outcome:
This activity reveals the underlying “why” behind users’
actions, choices and decisions so as to proactively design
for their real needs - those that are difficult for users’ to
perceive and articulate.
Visualising drivers of change
Visualising drivers of change
Purpose:
This tools helps identify the drivers of change
that are considered to be shaping the issues one
plan to address.
Outcome:
It provides clear knowledge and shared view of
the drivers of change shaping the context of a
service which help in identifying the major issues
or opportunities.
Customer Journey Mapping
Purpose:
This tool is used to describe the journey of a user
by identifying and representing the different
touch points that characterise his interaction
with the service.
Outcome:
This provides a step by step visualisation of the
interaction that a user has with the given service
which helps identify the usually ignored problems
that affect the user’s experience.
Customer Journey Mapping
Service Blueprint
Service Blueprint
Purpose:
This tool describes the nature and the
characteristics of the service interaction
including the all the touch points and the back-
stage processes aligned to the user experience.
Outcome:
A detailed visual picture of the front end and
backstage activities and interactions that affect
the service.
Brainstorming
Brainstorming
Purpose:
This group activity is used to generate fresh
ideas or alternatives to the status quo.
Outcome:
It provides a bunch of ideas that can result in
something new for value addition or innovation.
Storyboarding
Storyboarding
Storyboarding
Storyboarding
World without Service Design Thinking
By Claudio Perrone
World without Service Design Thinking
By Claudio Perrone
Thank You !
Icons by : Whitespring Service Design // www.whitespring.de
