The Introduction to Service Design

ServicesDesign|@nabilaasad

Hi! I’m

@nabilaasad

Introduc6ontoServiceDesign

Monday Class– Oct 5th, 2015 with Nabila As’ad (@nabilaasad)



WhatService Design

is?


Example: South Korea’s Tesco QR Shopping


WhatService Design

is?Services? §  Intangible §  Perishable §  Heterogeneous §  Literally means “jasa” in

Bahasa


Service-Dominant Logic (Prof. Stephen L. Vargo)

The Paradigm Shift

Past•  The Goods-Dominant Logic

PresentandFuture•  The new approach:

“Goods are the channels to deliver services”

•  Value co-creation

•  Value through experience –  Value depends on the beneficiary


Product Customer

Deliver value

Destroy value

•  The Industrial Society •  The Networked Society

Service-Dominant Logic (Prof. Stephen L. Vargo)


So?

Value co-creation through resource integration and service exchange.

ü  Diverse interaction

ü  Social behaviors

For further curiosity, kindly check sdlogic.net

Service Design … Humanize processes to co-create value for the business

and the people with whom they interact.


- Service Design Network

The 4P in Marketing Mix §  Price §  Place §  Product

§  Promotion

Designing the Service Offering (+3P) §  Physical Evidence

§  People §  Process


Services Marketing (Bitner, Booms, 1981)

WhatService Design

is?

The Services System …Configuration of people, technology, and other resources that interact with other system to co-create value

Five Principles of SD: (Stickdorn, 2010)

ü  User-centered ü  Co-creative ü  Sequencing ü  Evidencing ü  Holistic


Services Design as an Interdisciplinary Field (Patricio, Fisk, 2012)


Design Thinking


A Design Thinker’s Personality

•  Empathy

•  Integrative Thinking

•  Optimism

•  Experimentalism

•  Collaboration


“Thinkinglikeadesignercantransformthewayyoudevelopproducts,services,processes—andevenstrategy.”

–TimBrown,IDEO

Tim Brown, IDEO ServicesDesign|@nabilaasad

Method- ology



Adaptation of the Bridge Model (Dubberly, Evenson, 2008)

Multilevel Services Design (Patricio et al., 2012)



Service Prototyping


•  Static prototypes (static state): –  Storyboard

–  Customer Journey Map

–  Services Experience Blueprint (Bitner, Patricio)

•  Ongoing prototype (dynamic state): –  Service Walkthrough (Johan Blomkvist, Stefan Hölmlid)

–  Role playing


•  Issues in prototyping: –  how the whole services that do not exist yet be represented in

prototypes?

–  represent the whole service, not only separate parts

–  how we really know if the service’s value is delivered and perceived properly?

–  behavior of the service system?


Service Design Tools


REDESIGNING BLOOD DONATION EXPERIENCE FOR HOSP. SÃO JOÃO, PORTUGAL


Example:

Stakeholders’ Map


Blood Donation Stakeholders

Students

Donors

Potential Donors

AEFEUP Social

Responsability Dpt

Hospital São João

Imunotherapy Department

Donors Association


Constant flow of donors The service should ensure a constant daily flow of donors

Be the reference The service should promote Hospital São João as the main place for blood

donation

Create a better experience for students

The service should improve students’ donating blood experience

Donors’ Loyalty The service should maintain donors’ loyalty

Needs Requirements


Play a collaborative role with the service at

HSJ

The service should ensure the involvement of AEFEUP as an

active partner.

Promote and inform students about blood

donation.

The service should ensure that AEFEUP has support and material for

promotion.

Encourage the donation at the HSJ

The service should ensure conditions for students donation.

Needs Requirements


Receive Information

Remember himself

Move (by foot, car, Bus or Underground)

Look for the Immunotherapy

Department

Fill the initial questionnaire

Show documents at reception and

receives stickers

Waiting room


Medical Consult

ation

Second Waiting Room

Blood Collection

Fill a confidential

form with final confirmation

Leave the Immunotherapy

Department

Receive feedback

Eat

Eat

Donor

Potential Donor

Lack of process

information

Fears / Personal

Time / Quality of

the service

Lack of donation

sites Feedback Rewards Access

Lack of promotion

8

14

11 18 19 5 8 4 7

16 27 17 6 9 9 9

22 27 45 36 11 17 13 16

Offered Solution: Students’ Blood Donation

Community


DESIRE / SERVICE

RECOGNITION REGISTRATION

GROUP ACTIVITIES

DONATION RECOVERY

Student

Community Member

Ipad

Facebook

Billboard

Driver

AEFEUP Staff

HSJ Staff

AEFEUP Backend System

Bac

ksta

ge S

uppo

rt

Ser

vice

Inte

rfac

es

Service System Architecture

Persona – Meet Pedro

Name: Pedro

Age: 20 years old

Pedro plays football, loves going to the cinema, and jogging.

Pedro has volunteered in some social activities during his studies and he has been registered also in some communities related with social work.

Pedro wants to donate blood but his problems are that he doesn’t know which blood-donation service provider he can choose and when he can donate. He is also afraid of going there alone.

“I am a bit scared of donating blood alone.

And I don't know where, when, and how

I can donate blood.”




Service Design

aroundtheWorld


Bandung Tourism?



#2 | Stakeholders Map

#1 | Brainstorming 10’

10’

#3 | Customer Journey 20’

#4 | Speak Ur Idea! 5’

June, 2015

SD Workshop: Re-(service)designing Bandung Tourism



Source: http://www.natgeotraveler.nl/artikel/het-vliegtuig-dat-je-hartslag-meet

Solution: Built-in Heart Rate Monitor on Passengers’ Seat


Problem: •  KLM makes a sudden emergency landing because a passenger is seriously

unwell.

“Why doesn’t a passenger pressing the emergency button when he/she feels unwell?”

Research Findings: •  The biggest physical problems = people who say nothing when they feel unwell •  Who complains a lot = usually just emotional problems, which often did not need to

be landed.

#1 | Brainstorming – 10’


1.  List all problems – 5’ – Be wild

– No Judgment

2.  Categorize the list of problems – 5’

#2 | Stakeholders Map – 10’


1.  Choose & discuss a category of problem to be solved – 2’

2.  Make a stakeholders map – 3’

3.  Discuss a proposed solution – 5’

#3 | Customer Journey – 20’

1.  Imagine a persona (s)

2.  Define his/her journey when he/she uses the proposed set of services –  Identify each touchpoint(s).

Touchpoint is an element of service interfaces.

Establish relation between the user & the organization.

Can be physical, virtual, or human.

3. Evaluate by defining the J and L for each state


Courtesy of Flaminia del Conte

Customer Journey? What For?


•  Services Prototyping •  Customer Journey OR Service Blueprint?

What’s Next?

Services Design

Jam Bandung

SD in the

future?



Design for Service Innovation and Development (Sangiorgi, Prendiville, 2014)

What we (the IT Geeks) could do?

Bring together the technology with what people actually want.


more questions & discussions addressed to: [email protected] Twitter & instagram: @nabilaasad Blog: http://www.bhellabhello.wordpress.com/

Thank you. Matur nuwun. Terima kasih.

