Service Design is a practice of innovating (creating new) or improving (existing) services through research, developing ideas and testing customer experiences. It is all about making services we deliver more useful, usable, desirable and enjoyable for clients, and efficient as well as effective for organisations. Every touchpoint within the client’s interaction with a product or a service is designed to deliver experiences based on the brand’s promise, and responding to customer needs and expectations.
INNOVATING & IMPROVING SERVICES
SERVICE DESIGN IS BASED ON CO-CREATION
INNOVATING & IMPROVING SERVICES REQUIRES
MULTIDISCIPLINARY EXPERTISE & FOCUS ON
CUSTOMER JOURNEY MAPPING & EXPERIENCE DESIGN
It enables you to focus on customer experience as a movement through stages that can be understood and improved on. In a world where physical and virtual environments rapidly converge, people have a digital device in their hands at any second, and the individual moment they are in is now the most important part of their customer journey. Across the customer journey, every touch-point is a brand experience.
WHAT IS SERVICE DESIGN?
Thinking like a Designer can transform the way you develop your visual communication, products, services, processes, strategy, or the way you solve your organisation problems. Designing a service around customer experience means applying best practices to the design and prototyping process to deliver an intuitive, simple and enjoyable service. Design and design thinking are poised to transform our economy in the 21st century like science and technology did in the last century. Service Design helps to innovate (create new) or improve (existing) services to make them more useful, usable, desirable and enjoyable for clients, and efficient as well as effective for organisations. It is a new holistic, multi-disciplinary, integrative field.
Service Design: When service design thinking methodology is applied a service is designed around end to end customer experience rather than around the process flow. A key principle here is to integrate service end-users into the design and prototyping process that will help to fine-tune a service model and deliver an intuitive, enjoyable and empowering customer experience.
User Experience Design: User experience is not the same as client experience. While most service designers influence the UX, they also need to see the larger context of the client experience. The UX is the client/user’s experience with a specific product, for our purposes, a website, app, or software. The design of the interface — its usability, information architecture, navigation, comprehension, learnability, visual hierarchy, etc. Client experience design has a greater scope: it is the client’s experiences with all channels of the brand, including a specific product like an app. Service design is an umbrella concept encompassing all channels (including non digital and face to face ones) and all products within a brand, and how the user feels about them.
Business Value: Scale, adaptability, agility and innovation. In today’s volatile and rapidly chaining world, these are essentials that every company needs to grow and to remain relevant. Service design thinking that is focus on customer perspective and user experience is a real game changer and a raising new big direction across many industries. More and more we realise the necessity to become customer centric as opposite to process centric. In fact companies are seeking balance between excellent lean processes and excellent customer service. Driven by adaptation of new digital technologies services are being designed around customer needs and experience fusing digital and physical environments. Service Design methodology is entering service world the same way as Lean/ Six Sigma/ Operational Excellence was entering services world 7-8 years ago. Read more...
Customer Journey Mapping: Customer Journey Map is used as one of the main tools shared across service design. It captures customers emotions and experience throughout the service model. It also helps to ideate the future aspirational customer experience. Every touchpoint within the client’s interaction with a product or a service is designed to deliver experiences based on the brand’s promise, and responding to client needs and expectations.
Great client experience design is about injecting purpose and empathy into everything a brand does. Numerous research has shown that over 70 percent of buying experiences are based on how clients feel they are being treated—and a large part of that has to do with showing the client we (as the brand) care about them, and value their business. Because in a world where physical and virtual environments rapidly converge, people have a digital device in their hands at any given second, and the individual moment they are in is now the most important part of the customer journey. Across the entire customer journey, every touch-point is a brand experience.
Service Design is a holistic, customer-centric approach to using design principles, tools, processes and an empathic understanding of customer needs to design services that deliver a discernible difference that customers perceive provides a positive value proposition and 'edge' over competing service offerings . It is a both a creative and practical way to improve and innovate service offerings and to creatively and innovatively design new ones. Essentially service design is an iterative process by nature.
USER-CENTRED: DESIGN AROUND CUSTOMER NEEDS, CREATE CUSTOMER PERSONAS
CO-CREATIVE: ENGAGE CUSTOMERS & MULTIDISCIPLINARY TEAMS IN THE DESIGN PROCESS
HOLISTIC: CONSIDER ALL END-TO-END EXPERIENCE TOUCH-POINTS (DIGITAL & PHYSICAL).
SEQUENCING:SERVICES DESIGNED AS A SEQUENCE OF INTERRELATED MAPPED OUT ACTIONS & EVENTS, FROM 1 TO 26...
SHARING INSIGHTS & ARTICLES
'Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they did not really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they have had and synthesize new things. And the reason they were able to do that was that they have had more experiences or they have thought more about their experiences than other people.' In the Insights section you can explore more on design thinking, service design and delivered projects.