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. -
SERVICE DESIGN Customer journey CONTENT Customer journey Service moments and touchpoints Service blueprint TOOLS AND METHODS Customer journey Service blueprint SERVICE DESIGN PROCESS USER INFORMATION USER
We have to admit it. we really love what we do. We get to work with great brands to create brilliant customer experiences that their customers love and their employees can t wait to deliver. It s not just
SERVICE DESIGN User stories CONTENT User stories Scenarios Storyboards TOOLS AND METHODS A scenario type user story SERVICE DESIGN PROCESS USER INFORMATION USER PERSONAS USER STORIES CUSTOMER JOURNEY SERVICE
02 03 FIFTH QUADRANT Established in 1998, Fifth Quadrant is a Management Consultancy and Analyst Organisation specialising in: METHODOLOGIES USED CUSTOMER EXPERIENCE STRATEGY CUSTOMER EXPERIENCE RESEARCH
Architecture Design Engineering Urbanism Sustainability Lighting Acoustics Strategic Consultancy by BDP About BDP BDP is a major international, interdisciplinary practice of architects, designers, engineers
http://voice.aiga.org/ Answering the Call to Service Design: An Interview with Phi-Hong Ha Written by Steven Heller Published on November 3, 2009. Filed in Voice: Journal of Design Isn t all design a service
F e at u r e Service design is a hydraheaded issue that involves intangibles, touch-points, and the entire staff of a company. And sometimes, it is the service designer s job to convince managers to lead
Design Portfolio of Jodi Schwartz W: http://jodischwartz.me P: 914.715.7657 E: Jodi.S.Schwartz@gmail.com Design process Optimism, Passion, Determination As a... Human-Centered Designer Designing for the
KEY SUCCESS FACTORS IMPLEMENTING A CUSTOMER EXPERIENCE STRATEGY Sara Sillén In the age of the customer, you need your customers more than they need you. 2 What is Customer Experience? Your customers' perception
LearningDiscoveriesClub Learning for tomorrow Moving from Customer Service to Customer Experience Discoveries Report Winter 2012/13 To view the full 36 page report, please register to become a member of
Delivering exceptional customer experiences Customer Service QA can work with you to create customer experiences that consistently reflect the aims, values and aspirations of your organisation. Every organisation
Transforming Student Services in Higher Education Heather Madden firstname.lastname@example.org Cork Institute of Technology, Cork, Ireland Abstract At Cork Institute of Technology (CIT), there are many disparate
OUTLINE EXECUTIVE PROPOSAL TRAINING Gaining competitive advantage through Service Design Luxinnovation November 2014 Livework 2014 www.liveworkstudio.com Livework has helped build Service Design capacity
Multi-Channel Customer Journeys Connecting the Touch Points Workshop at UX Hong Kong 18 February 2012 Dr. Geke van Dijk, Strategy Director Dr. Bas Raijmakers, Creative Director STBY London/Amsterdam..STBY...
Hennepin County Geo:Code Accessibility Jam In partnership with Hennepin County Library, MN.IT Services, State of Minnesota Office of Accessibility and Open Twin Cities January 31, 2015 AGENDA Saturday,
work for people. It offers powerful insights, methods, and case studies to help you design, implement, and measure multichannel service experiences with greater impact for customers, businesses, and society.
Getting Behind The Customer Experience Wheel Create a Voice of the Customer Program for your Organization In any business, serving your customers well is critical to success, loyalty and growth. But do
1 You can t create a truly customer-centric business culture without delivering actionable and tailored customer insight to every employee every time they touch customers. Companies that hold back from
and 7 Key result area 1 Shaping the future Developing new products and services, planning and behavioural change 1. Change behaviour to encourage sustainable transport choices To develop an awareness of
FIFTH QUADRANT CREDENTIALS DOCUMENT WHO WE ARE Management consultants Researchers Analysts Educators Established in 1998, Fifth Quadrant Pty Ltd is a Customer Experience Strategy, Design and Research company.
perspective Customer Relationship Management Solutions for effective Customer & Dealer Management Abstract Large numbers of OEMs / auto manufacturers are looking for integrated ways to manage their customers.
The transition imperative: from project to operations Dr Andy Davies* Breakfast Seminar, Friday 17 th June 2011 BI, Norwegian Business School * Innovation and Entrepreneurship Group Imperial College Business
Isabel Mobile: flexible, quick and safe The project Isabel NV is the primary Internet banking supplier for professional users in Belgium. Obviously, Isabel wants to offer this important service on mobile.
Service Design Glossary By Live Work www.servicedesign.org Prepared by Lara Penin School of Design Strategies Parsons The New School for Design Evidence s Service evidence are touch-points that represent
CIM Level 4 Certificate in Professional Marketing Customer Experience (2102) March 2015 Assignment The assignment comprises THREE compulsory tasks Task 1 is worth 25 marks Task 2 is worth 40 marks Task
THE CONSUMER DECISION JOURNEY: SKINCARE BEAUTY DECISIONS ARE ALL ABOUT IN HER SKIN, HER LOOKS AND IN PRODUCTS THAT WORK. For most women, there is a constant stream of hints and reminders that their skin
The Experience: People Make the Difference You cannot generate superior long-term profits unless you achieve superior customer loyalty. Moreover, the increased speed of change, the need for flexibility
Creating Exceptional Customer Service Tim Maples - Inova Group Chris Wrathall City Care Ltd Why Bother? The Value of Exceptional Customer Service The Cost of Poor Customer service How many customers do
Drupal Website Design and Build. 750 per day. Why Orange Bus? Using a scientific approach that gets results. Orange Bus is a multi-award winning UK digital agency, made up of technical engineers, concept
Customer Journey Mapping: A Walk In Customers Shoes The Experience Matters To Airline Customers Just As Much As The Destination A customer journey mapping strategy enables airlines to identify the desires
8 September 2010 Understanding the links between employer branding and total reward An overview of our research findings and the implications for reward Limited is authorised and regulated by the Financial
B2C Marketing Management Marketing Funnels integrated into your Customer Journey Maps: A Winning Combination On most websites the most common path is usually followed by less than five percent of visitors,
CUSTOMER FLOW MANAGEMENT PART I: INTRODUCING CFM A QMATIC WHITEPAPER This whitepaper is the first part of three in a series of whitepapers aimed at explaining customer flow management, how it fits into
What users want: Functional user experience John Sandler Telstra Corporation Melbourne, Australia Abstract Increasingly, consumers of all product types and services demand and expect ease of use and functionality
CUSTOMER EXPERIENCE MANAGEMENT WITH ARIS 9.8 SR2 ARIS Product Marketing October 2015 1 2015 Software AG. All rights reserved. 3 QUESTIONS THAT CHANGE YOUR BUSINESS CUSTOMER EXPERIENCE MANAGEMENT WITH ARIS
A Guide to Customer Journey Mapping About This Guide What s Inside Getting Started with Customer Journey Mapping An Introduction Today, customer experience is at the forefront of company strategy across
WE CREATE INNOVATION WE ARE ONE OF THE FEW REALITIES ABLE TO TREAT THE PRODUCT-SERVICE-SYSTEM WITH A 360 APPROACH. THE INDUSTRIAL PRODUCT AND THE BRAND ARE AT THE SAME LEVEL WITH THE SAME RELEVANCE. THE
Q3 IIBA Corporate Member Forum Will start promptly on the hour AGENDA 7:00 Welcome and Introduction 7:05 The Business Analyst Guide to Business Architecture, Damian Wilson; Business Analysis Practice Leader,
Customer Experience Professionals June 18, 2014 Executive Q&A: Learning Maps; Innovative Tools For Customer Experience Training by Samuel Stern with Harley Manning and Dylan Czarnecki Why Read This Report
Great customer expectations Joining the dots between loyalty and customer experience Introduction Ever since we ve had goods to exchange, we ve needed financial services to store our assets and offer loans.
Choice: The new currency of commerce Services Omnichannel will redefine retailers relationship with consumers Customers are more demanding, and more fickle, than ever Using co-channelling to embed customer
www.pwc.co.uk Data analytics Delivering intelligence in the moment January 2014 Our point of view Extracting insight from an organisation s data and applying it to business decisions has long been a necessary
Learning about online collaboration: pedagogical perspectives Stanley Oldfield and David Morse Department of Computing The UK Open University Overview Online collaboration Learning outcomes Appropriate
DESIGN THINKING WITH SAP CUSTOMER STORIES Nikkei Sangyo Simbun (Japan) Japan Economic Newspaper The Nikkei is the world s largest financial newspaper with 300 million copies in circulation daily. As part
SAP Fiori Design rapid-deployment solution V2.731 Customer Contents Overview of SAP Rapid Deployment Solutions SAP Fiori Design rapid-deployment solution Overview and Details SAP Fiori Design rapid-deployment
How Strong Are Your Club s Switching Costs? A Powerful Force in Building a Sustainable Competitive Business Advantage The objective of any great business is to ascend to a position where they have a sustainable
Accenture Interactive Point of View Series Banking on Digital: Enabling a digital first mindset Integrated Experience Design Digital Operating Model Socially Engaging Banking Digital Relationship Management
Understanding Agile Project Management Author Melanie Franklin Director Agile Change Management Limited Overview This is the transcript of a webinar I recently delivered to explain in simple terms what
Multichannel Customer Experience Auke Douwe Veenstra, Principal Analyst April 4, 2013 2013 Forrester Research, Inc. Reproduction Prohibited We help you make better decisions in a world where technology
Why you need Customer Flow Management About this white paper Ask anyone whether they like standing in line and the answer will almost invariably be no. So how can some establishments get away with relatively
How emotions drive value. Benefits from Customer Experience & Involvement Dirk van der Laan Windesheim University of Applied Sciences April 2014 How to make the difference? 2 Content Introduction How customers
Ileana Stigliani, Anne-Laure Fayard Designing new customer experiences: a study of socio-material practices in service design Discussion paper 2010/12 June 2010 DESIGNING NEW CUSTOMER EXPERIENCES: A STUDY
MIDDLETOWN FAMILY FINDS ITS NICHE IN NURSING FIELD Posted: April 25, 2015 By SALLY VOTH The Winchester Star The McNeely family (from left) Linda, Jennifer, Kyle and Keith, are shown at Winchester Medical
Are waterfall and agile project management techniques mutually exclusive? by Eve Mitchell, PwC 22 MARCH 2012 www.pmtoday.co.uk Projects need to be managed to be successful Change is a ubiquitous feature
Press Release (For Immediate Release) 30 July 2009 Dah Sing Bank and British Airways launch co-branded credit card Cardholders to earn BA Miles on everyday purchases, enjoy attractive introductory mileage
Agile user-centred design Marc McNeill Thoughtworks, 9th Floor Berkshire House 168-173 High Holborn London, WC1V 7AA Agile methods are becoming increasingly common in application design, with their collaborative
Project Management Guidelines Overview Section 86-1506 (5) directs the NITC to adopt guidelines regarding project planning and management. The goal of project management is to achieve the objectives of
Sømløse reiser i Norge Technology trends that affect the transport sector Copyright 2015 Accenture All rights reserved. 1 Increasing traffic in the major cities across Norway must not lead to any increase
SEYMOUR SLOAN IDEAS THAT MATTER MOVING BEYOND CUSTOMER EXPERIENCE TOWARDS CUSTOMER - A WINNING APPROACH INTRODUCTION The traditional discussion within organisations has always focused around the customer
STRATEGIC ACCELERATION SERVICES Mapping the Customer Journey By Donnovan D. Simon This document examines the concept of Customer Journey Mapping and how it helps companies develop initiatives to enhance
Email Media: CRM opportunities from employee email traffic $ CONVERSION RETENTION PERSONALISATION PROFILING CRM opportunities from employee email traffic No matter how sophisticated a company s CRM programme
Digital Customer Experience Digital Customer Experience Digital Employee Experience Digital Insight Internet of Things Payments IP Solutions Cyber Security Cloud 2015 CGI IT UK Ltd Contents... Exceeding
British Airways 2009/10 Annual Report and Accounts 27 Our strategy and objectives our business FOCUSED ON OUTSTANDING CUSTOMER SERVICE Meeting the rising expectations of our customers remains central to
Campus Information & Listening Session University Extended Education Discussion Regarding Potential Partnership with Online And Marketing Service Provider Agenda Introduce the team Overview of UEE project
Design Maturity Matrix Your overall design maturity score identifies the level of maturity within your organization. This matrix outlines what different maturity levels may mean for each of the five key
WHITE PAPER Customer Centricity in the Life and Pensions Industry Moving towards a more customer focused approach Delivering Transformation. Together. CONTENTS Executive summary 03 Introduction 04 What
SMART MARKETING GROWS LOYALTY AND REVENUES NCR Airline Digital Marketing helps you boost revenues and build customer loyalty An NCR Travel Brochure First look: what our customers say Initial feedback from
Best customer experience Entering the age of the customer Louise Persson Olsson, Annie Runeman Lund University, Faculty of Engineering Master thesis summary, June 2015 ABSTRACT The way companies do business
How Great Schools Use Design Thinking to Improve Student Agency Laboratory on Design Thinking in Education University of Kentucky dlab.uky.edu 2013 Indiana's Future Conference Indianapolis, IN November
User Experience (UX) services A key differentiator for Redweb, is our experience and knowledge around user centric websites and a user centric design process. We seek to understand what the user expects
Consumers are becoming smarter than organisations. The implications are stark. Smart Organisations need to answer a whole new set of exam questions... David Williams, CEO Delivering an Unmatched Customer
USER EXPERIENCE DESIGNER & RESEARCHER Hello! My name is Syed Lagoon and I am a UX Designer & Researcher with a broad UX skillset that ranges from user research and competitive analysis to rapid wireframing
WHITEPAPER Business Intelligence Solution for Clubs This whitepaper at a glance This whitepaper discusses the business value of implementing a business intelligence solution at clubs and provides a brief
Loyalty Employee Relationship Management Improving Performance by Understanding Your Employees Ipsos MORI provide leading edge employee research and consultancy services. Over the last 40 years we have
A framework for the implementation of a Customer Relationship Management strategy in retail sector Jawed Siddiqi, Babak Akhgar & Tim Wise, Sheffield Hallam University (UK) Abstract - This paper focuses
Data-DrivenDesign DigitalExperienceTeamsAreFocusedonWebsite MetricsThatDon tdemonstratebusinessvalue A Forrester Consulting Thought Leadership Paper Commissioned By Extractable Digital Experience Teams
COMPANY PROFILE Who We Are Kampyle is a group of innovative, creative and engaged people who are enthusiastic about our customers, our work, our families and our diverse interests. Together, we have developed
Uncover the value in your advice Value proposition resource Knowing what s valuable about your advice has never been more important Financial advisers who can demonstrate value to clients will fare much
Agile Contract Options By Allan Kelly, Director & Consultant Agile Contract Options One question frequent questions asked about Agile methods is: "How do you sign a contract based on Agile working?" The