Service Design ProcessBest, K. (2006). Design management:

Managing design strategy, process and implementation. Lausanne: AVA Publishing.

Managing the Design Strategy

• Identifying Opportunities for Design• Understanding the Audience and Market• Interpreting Client and Customer Needs• Auditing the Use of Design• Establishing the Design Strategy• Promoting and Selling the Design Strategy• Planning for Long-term Growth

Understanding the Audience and Market

• products and services makable NOT necessarily marketable• Marketable products satisfy a customer need and make a profit.

• Marketing identifies opportunities, anticipates and satisfy needs, creates differentiation, gains competitive advantage, generates income and adds value.

• Design creates value through innovation, improved functionality, visual differentiation, brand reinforcement and a positive customer experience.

• Marketing and Design Departments: work together but "how" relying on the nature of the organisation and the market opportunities available.

• Tools to uncover the consumer voice

• To talk to potential and existing customers and market researchers to learn more about consumer preferences

• Focus groups - small, targeted groups of consumers in a discussion about a proposed product or service

• Field research - study the factors that affect a consumer's choice of product or service

• Customer-satisfaction survey - plus to collect complaints• PLC (Product Life Cycle) - shows the stages in the life of a

product or service• The Ansoff matrix - charts existing and new products against

existing and new markets, and is used to plan ways in which to increase sales

• Boston matrix - used in product-portolio planning to chart the relationship between market share and market growth

Boston matrix

Ansoff matrix

Product Life Cycle

Old 4P -> New 4E, 4B in Service Research

• Old 4P- Product, Place, position, promotion• New 4E- Experience, Everyday, Exchange,

Evangelism (Jack and Jill's story)• 4 B: 4 Bonds- Structural, Financial, Emotional,

Social

• Total Customer Value - transaction, lifetime, advocacy, collaboration– Marketing has changed often; Follow the customer not

the technology; Be authentic and karaoke!