1 Designing the intangible An introduction to service design Jennifer Bove & Ben Fullerton
2 1. What? 2. Why? 3. How? 4. Case studies 5. What makes a good service experience? 6. Any questions?
3 1. What? 2. Why? 3. How? 4. Case studies 5. What makes a good service experience? 6. Any questions?
4 2 definitions:
5 Service design: A method for designing experiences that reach people through many different touch-points, and that happen over time. from:
6 Service design can be both tangible and intangible. It can involve artefacts and other things including communication, environment and behaviours. Whichever form it takes, it must be consistent, easy to use and have strategic alliance. from: Total Design: Managing the Design Process in the Service Sector. W & G Hollins, 1990
7 Let s unpack those statements a bit.
9 Many different touch-points.
10 Over time.
11 image courtesy of live work Studio Ltd. -
12 What else?
13 Services are produced at the same moment as they are consumed - the customer is a co-creator of the service.
14 Services can be constantly monitored against success factors and incrementally improved on the fly.
15 1. What? 2. Why? 3. How? 4. Case studies 5. What makes a good service experience? 6. Any questions?
16 The service industry accounts for around 75% of the Western economy (currently!)
17 But services are rarely designed with the same care and attention to detail as products.
18 Better designed services lead to greater customer loyalty - from customers who pay more! - and more efficient business processes.
19 Service envy!
20 And by promoting use over consumption - encouraging people to use services rather than products - we also promote sustainability
21 1. What? 2. Why? 3. How? 4. Case studies 5. What makes a good service experience? 6. Any questions?
22 Service design isn t a new discipline.
23 The thinking, tools and methodologies come from interaction design - for software and products - so the process looks somewhat the same...
24 small man courtesy of live work Studio Ltd. -
25 Design research: Internal (to the business) and external (to the customer and the world the service will exist in)
26 Example deliverables might include:
28 Service Ecology courtesy of live work Studio Ltd. -
29 Essentially, design for opportunities: unmet customer and business needs.
30 Example deliverables might include:
31 Service Blueprint courtesy of live work Studio Ltd. -
32 Experience Prototype courtesy of live work Studio Ltd. -
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