the what, why and how of service design
TRANSCRIPT
Ine Marie Vassøy, Lead Service Designer
My take on Service design.
@spotint | @inevassoy
What we do at Spotless
Service design. GA. January 2017.
Service design
Delivering value to people through innovating or improving systems, communication and material components of a service across every touchpoint.
Business innovation
Designing more effective processes to increase your competitive advantage and likelihood of success.
Experience strategy
Defining a customer experience vision and aligning activities and success criteria to create better experiences, resulting in happy customers, and healthy businesses.
Design research
Observing and understanding people and how they interact with products and services provides a solid foundation for any project.
What is Service Design?
Service design. GA. January 2017.
Service design is the designing and marketing of services that improve the customer experience, and the interactions between the service
providers and the customers.
- This is Service Design thinking
“
Service design. GA. January 2017.
Services are produced at the same time they are consumed - the customer is a co-creator of the service.
Service design. GA. January 2017.
What?
A service happens over time
Service design. GA. January 2017.
What?
There’s a lot of similarities in UX & service design. We both map the user journeys.
website.com}
Enters website Login / sign up Browse Purchase
Service design. GA. January 2017.
What?
}
What triggers the event?
Ask friends for advice
Check out the competitors
Ask another friend
Use the help chat
Get lost in the details…
Service design. GA. January 2017.
website.com
Check out the physical store
There’s a lot of similarities in UX & service design. We might map the user journeys a little bit differently.
What?
“I like to feel the product in my hands before I buy it”
-figurative user
}Service design. GA. January 2017.
website.com
There’s a lot of similarities in UX & service design. We look at how the different touch-points support the user.
}physical shop }help centre}before }after
What?
A method for designing experiences that reach people through many different touch-points, and that happen over time.
- www.servicedesign.org
“
Service design. GA. January 2017.
You can’t design a service, you can only design for a service.
Service design. GA. January 2017.
What?
Fundamentally, it’s about people.
Service design. GA. January 2017.
What?
Why Service Design?
Service design. GA. January 2017.
There’s big opportunities. The service industry counts for about 75% of the western economy.
Source: Livework
Service design. GA. January 2017.
Why?
Product demands continues to decrease. Research shows that Millennials care less about stuff.
Social media
47%
30%
11%8%
3% 3%
Fashion styles Cars Smartphones Sneakers Alcohol
Source: The Pool, Mindshare
Service design. GA. January 2017.
Why?
Every product is a service waiting to happen.
Service design. GA. January 2017.
Source: Malin Maki.
Sharing is caring. The popularity of ride sharing differs across generational lines.
7%
7%17%
35%
Baby boomers
Generation Z
Millennials
Generation X
Source: Goldman Sachs ‘Cars 2015’: www.goldmansachs.com/our-thinking/technology-driing-innovation/cars-2025/
Service design. GA. January 2017.
Why?
Better designed services lead to customer loyalty and they’re willing to pay more. The business processes are also a whole lot more efficient.
Service design. GA. January 2017.
Will purchase if friends & family recommend the product.
Research by Cenk Bulbul, Netta Gross, Steven Shin & Jeremy Katz
74%
Service design. GA. January 2017.
Why?
Design-led organisations are 219% more profitable than any other businesses.
219%
$39,427.34
$17,999.37
Design conscious companies: Apple Coca-Cola Ford Herman-Miller IBM Nike Starbucks Walt Disney Target Etc.
Service design. GA. January 2017.
Why?
How to do Service Design?
Service design. GA. January 2017.
There are three levels of innovation ambition.
Source: 10 types of innovation.
Core innovation.
Adjacent innovation.
Transformational innovation.
Service design. GA. January 2017.
How?
It’s a journey…
…the ‘internet’
Service design. GA. January 2017.
How?
Service design is evolving from traditional design.
Service design. GA. January 2017.
Ideate TransformDefineExplore
Business
Objectives
Customer
Insight
Guide
Implem
ent
Support
Design
Evaluate Test
HypothesisInteractions
StrategyTechnology
People
The tools and methods we use in service design is familiar to what is being used in industrial design.
Source: Spotless’ design process
Service design. GA. January 2017.
How?
Business
Objectives
Customer
Insight Design
Evaluate Test
HypothesisInteractions
StrategyTechnology
People
Service design
Explore Define Create
Research
Service design. GA. January 2017.
How?
Diary studies
Also called Cultural Probes, is used for collecting information about the users without being intrusive. It’s quite handy if the topic is sensitive and the user wants anonymity.
Challenges with this study is that you're not in control (the user is) with means that the results can be varied.
Service design. GA. January 2017.
Shadowing
Is a great method to understand the context of the user and the factors that influence their interaction with the service.
Challenges with this study is that you don’t get to follow up with ‘why’ and ‘what’ which is why Participatory Observation is a popular tool coming from this ethnography method.
Service design. GA. January 2017.
How?
How?
Contextual interviews
Meeting people in their natural habitat to talk. By going where they are you get a better understanding of who you're talking with and they open up more being in an comfortable and familiar environment.
Challenges with this study is that it’s time consuming to travel.
Service design. GA. January 2017.
How?
Contextual interviewsTo save time (and money) inviting the users to a set location can be easier. To get the conversation flowing bringing paper tools and lo-fi sketches can be good.
Challenges is that these ‘design environments’ often are a bit pretentious, and that can change the way the users talk and even what they believe in.
Service design. GA. January 2017.
How?
Contextual prototyping
Prototype and test ideas in the actual environment and observe how people interact with it.
Challenges with this study is that you need permission do so and it takes time to set up the scene.
Photo/project cred: Design Managers Australia Pty Limited (DMA)
Service design. GA. January 2017.
How?
Personas
Service design. GA. January 2017.
Ideate
Service design. GA. January 2017.
Co-creation workshops
Service design. GA. January 2017.
How?
The Value Proposition Canvas
https://strategyzer.com/canvas/value-proposition-canvas
Service design. GA. January 2017.
How?
Service design. GA. January 2017.
How?
Brain writing
Create
Service design. GA. January 2017.
Understanding the client needs
Geoff works with his client to understand the timeframe, budget, the building location and use.
It is important to have awareness of different opportunities so that they can bring these ideas to clients early on in the project.
"I will take notice of information sent to me [from
brands] if it's relevant to a project I'm working on.
You need to understand the client and how they
want to use a building."
Agreeing on a rough idea quickly
At this stage Geoff is working with his client to agree on the look, feel and basic layout of the building and for reassurance that their initial ideas are possible.
With each stage you get more zoomed in. We're
going to build this building with this purpose.
Agreeing on a rough idea quickly
At this stage Geoff is working with his client to agree on the look, feel and basic layout of the building and for reassurance that their initial ideas are possible.
With each stage you get more zoomed in. We're
going to build this building with this purpose.
Agreeing on a rough idea quickly
At this stage Geoff is working with his client to agree on the look, feel and basic layout of the building and for reassurance that their initial ideas are possible.
With each stage you get more zoomed in.
We're going to build this building with this
purpose.
Agreeing on a rough idea quickly
At this stage Geoff is working with his client to agree on the look, feel and basic layout of the building and for reassurance that their initial ideas are possible.
With each stage you get more zoomed in. We're
going to build this building with this purpose.
Agreeing on a rough idea quickly
At this stage Geoff is working with his client to agree on the look, feel and basic layout of the building and for reassurance that their initial ideas are possible.
With each stage you get more zoomed in. We're
going to build this building with this purpose.
client logo
GeoffArchitect
Inceptos elit ullamcorpe scelerisque mi a dolor integer ullamcorper hendrerit a suspendisse felis sociosqu morbi hac adipiscing netus consectetur lacinia habitasse hendrerit.
Journey Name
Exploring materials and systems.
Working with suppliers to understand the feasibility of their idea.
Face to face or phone support from brands technical team.
Clients can have their own prejudice that limits design or use of systems.
Brands want too many details about the project before it is even confirmed - this is a barrier.
Brands are too focused on sales and not on helping Architects answer questions.
Downloadable rvt/dwg files are too detailed for this phase when details have not been ironed out (thus causing more questions at planning stage).
Exploring materials and systems.
Working with suppliers to understand the feasibility of their idea.
Face to face or phone support from brands technical team.
Clients can have their own prejudice that limits design or use of systems.
Brands want too many details about the project before it is even confirmed - this is a barrier.
Brands are too focused on sales and not on helping Architects answer questions.
Downloadable rvt/dwg files are too detailed for this phase when details have not been ironed out (thus causing more questions at planning stage).
Exploring materials and systems.
Working with suppliers to understand the feasibility of their idea.
Face to face or phone support from brands technical team.
Clients can have their own prejudice that limits design or use of systems.
Brands want too many details about the project before it is even confirmed - this is a barrier.
Brands are too focused on sales and not on helping Architects answer questions.
Downloadable rvt/dwg files are too detailed for this phase when details have not been ironed out (thus causing more questions at planning stage).
Exploring materials and systems.
Working with suppliers to understand the feasibility of their idea.
Face to face or phone support from brands technical team.
Clients can have their own prejudice that limits design or use of systems.
Brands want too many details about the project before it is even confirmed - this is a barrier.
Brands are too focused on sales and not on helping Architects answer questions.
Downloadable rvt/dwg files are too detailed for this phase when details have not been ironed out (thus causing more questions at planning stage).
Exploring materials and systems.
Working with suppliers to understand the feasibility of their idea.
Face to face or phone support from brands technical team.
Clients can have their own prejudice that limits design or use of systems.
Brands want too many details about the project before it is even confirmed - this is a barrier.
Brands are too focused on sales and not on helping Architects answer questions.
Downloadable rvt/dwg files are too detailed for this phase when details have not been ironed out (thus causing more questions at planning stage).
Exploring materials and systems.
Working with suppliers to understand the feasibility of their idea.
Face to face or phone support from brands technical team.
Clients can have their own prejudice that limits design or use of systems.
Brands want too many details about the project before it is even confirmed - this is a barrier.
Brands are too focused on sales and not on helping Architects answer questions.
Downloadable rvt/dwg files are too detailed for this phase when details have not been ironed out (thus causing more questions at planning stage).
PLANNING DEVELOPED DESIGNSTART TECHNICAL DESIGN HANDOVER IN-USE
Service design. GA. January 2017.
How?
User Journey maps
Service design. GA. January 2017.Service design. GA. January 2017.
How?
Proof of concept
Service design. GA. January 2017.
How?
Test
