Designing the intangible An introduction to service design. Jennifer Bove & Ben Fullerton

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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.

8 Intangible.

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:

27 Personas

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. -

33 Storytelling (Scenarios)

34 Touch-point Specifications

35 Go into production.

36 Release and monitor.

37 Techniques for doing this include:

38 RATER (SERVQUAL): Reliable Assurance Tangibles Empathy Responsiveness

39 Take learnings from this back into discovery, iterate, and improve!

40 1. What? 2. Why? 3. How? 4. Case studies 5. What makes a good service experience? 6. Any questions?

41 3 examples of real world services designed in a customer-centric way

42 Case Study 1 My BAA live work, London, UK

43 Raise awareness of the BAA brand in the mind of the traveller.

44 We visited Heathrow.

45 We talked to passengers.

46 That s BAA.

47 We created personas

48 We created a framework based on the existing customer journey

49 We used that framework to generate service propositions

50 Then we illustrated what those propositions might look like

51 We also created business rationale and principles

52 And finally, we walked our personas through their new travel experience.

53 Case Study 2 Favor Link IDII, Italy

54 Make the day to day life of the working mother just a little bit easier

55 We interviewed working moms

56 We mapped their routines

57 Then we analyzed their days

58 We created user scenarios

59 And designed a service concept

60 We created an experience prototype

61 And created interface designs

62 We tested the application with mothers

63 Case Study 3 Streetcar live work, London, UK

64 Improve the customer experience of a great idea.

65 We mapped and evaluated the existing experience...

66 ...and highlighted pain points where the experience could be improved.

67 We created a service blueprint to describe how the service should behave.

68 ...and that helped to focus on those touch-points that needed improving.

69 Following these improvements, Streetcar became the fastest growing car club in Europe.

70 1. What? 2. Why? 3. Case studies 4. What makes a good service experience? 5. Any questions?

71 6 opportunities for designing service quality

72 1. Responsiveness

73 Design for different circumstances.

74

75 Services are multi-functional

76 Services are multi-functional

77 Services are multi-functional

78 Services are multi-functional

79 2. Consistency

80 Tangible evidence tells customers what kind of service to expect.

81

82

83

84

85

86

87

88

89 3. Adaptable

90 Services should anticipate potential fail points.

91

92

93

94 4. Tailored

95 A service can learn from customer behavior and anticipate needs.

96

97

98

99

100

101

102

103

104 5. Efficient

105 Getting the internal business processes right will create a more consistent customer experience.

106

107

108 6. Rewarding

109 Service loyalty can be designed into the details.

110

111 another example of a reward

112

113 1. Responsive 2. Consistent 3. Adaptable 4. Tailored 5. Efficient 6. Rewarding

114 1. What? 2. Why? 3. Case studies 4. What makes a good service experience? 5. Any questions?

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