Introduction to Service DesignSERVICE JAM LA | March 1-3, 2013

Savitri Lopez Negrete, Consultantslnegrete@gmail.com

Mager, 2006

//What is Service Design?

“Service Interfaces are designed for intangible products that are, from the customer’s point of view, useful, profitable and desirable, while they are effective, efficient and different for the provider.”

Mager, 2007

“Service Designers visualize, formulate and choreograph solutions that are not yet available. They watch and interpret needs and behaviours and transform them into potential future services.”

//What is Service Design?

Mager, 2007

//Service Sectors

Information

Professional,Scientific,Technical

Securities, Commodities,Contracts,Financial

Transportation,Warehousing

Rental,Leasing

Arts,Entertainment,Recreation

Healthcare,Social assistance

Administrative, Support,Waste Management, Remediation

Othergrantmaking, advocacy, drycleaning, laundry, parking, dating services, pet care, death care....

North American Industry Classification System (NAIC); Penin, 2009

//So what?

Services account for in developed nations.

60-70% GDP

New jobs & companiesAlmost all are in this tertiary sector.

8% customer satisfactionWhile 80% of companies believe their service is good.

Koivisto & Miettinen, 2009

//Customer Loyalty

//Customer Loyalty

“Service Design is a new concept, introducing new processes and methods to service providers.”

//The Scene

Miami U. Libraries - Digital Collection

//The Scene

Set (space)Actors

Props

Script

Miami U. Libraries - Digital Collection

//Time and Channels

“Services need to be understood as a journey or cycle - a series of critical encounters that take place over time and across channels.”

Parker & Heapy, 2006

//User Journey

learning planning starting entering ticketing waiting boarding riding

arriving continuing

“The framework of a customer journey helps you think about the experiences and touchpoints that exist before and after the most obvious parts of the service.”

Samalionis, (Customer Journey Map) IDEO

Tangibility

Complexity

Customer Contact

+

+

+

-

-

-

RestaurantConsultancy

Hospital Services X-Ray Lab

Nursing Home Internet Banking

//Service Spectrum

Penin, 2009

//Touchpoints

Services have intangible and tangible elements that generate value - tangible

goods are used as physical evidence of a service called ‘touchpoints’

http://www.zipcar.com

ETHNOGRAPHICRESEARCH

DEEP DIVE &IDEA GENERATION

DESIGN DEVELOPMENT & PROTOYPING

//Service Design Phases

ETHNOGRAPHICRESEARCH

DEEP DIVE &IDEA GENERATION

DESIGN DEVELOPMENT & PROTOYPING

//Service Design Phases

• Culture Hunt• Interviews• Shadowing• System Maps

• Customer Journey Map• Personas• Service Blueprint• Storyboarding

• Desktop Walk-throughs• Mock-ups• Role Play• Testing

//Culture Hunt

Aim: Gain deeper understanding of the workings of a place through photo documentation.

Emphasis on quantity + quality!

What you get: A collection of insights that can be used to stimulate ideas.

Playful, explorative and high energy!

[Engine Service Design]

//Shadowing

Aim: Immerse yourself in the lives of customers and staff. Observe daily routines and spot genuine reactions and problems.

What you get: Understanding of how people really use a service and how to change or improve it. Helps in the ideation and prototyping phases to identify processes, resources, touch-points and stakeholders.

Use photos, observation, and casual interviews with this technique!

DO SAY

ACT

FEEL

[Engine Service Design]

//Interviews

Aim: Uncover unknowns through questions and observations of the user in their own environment.

Ask permission, keep it a casual chat, and take mental notes!

What you get: Deeper understanding of the user’s desires, motivations, and challenges. Stories and insights can be used to validate the need for your new service.

Interview service users and service providers to get a varied perspective and document as much as you can!

[Engine Service Design]

//Elements of Service Design

INTER-DISCIPLINARY

//Elements of Service Design

INTER-DISCIPLINARYCREATE EVIDENCE

//Elements of Service Design

INTER-DISCIPLINARYCREATE EVIDENCECO-CREATION

//Elements of Service Design

INTER-DISCIPLINARYCREATE EVIDENCECO-CREATIONHOLISTIC

//Elements of Service Design

INTER-DISCIPLINARYCREATE EVIDENCECO-CREATIONHOLISTICRADICAL

Koivisto & Miettinen, 2009

//Bibliography

Engine Service Design (2013). Methods [online] London: United Kingdom. Available at: http://www.enginegroup.co.uk/service_design/methods/. [Accessed February 23, 2013].

Heapy, Joe and Parker, Sophia (2006). The Journey to the Interface:How public service design can connect users to reform. [online] Demos. Available at: http://socialinnovation.typepad.com/files/journey-to-the-interface.pdf [Accessed February 28, 2013].

Koivisto, Mikko and Miettinen, Satu (2009). Designing Services with Innovative Methods [online] University of Art and Design Helsinki. Available at: http://www.service-design-network.org/system/files/media/Final-Service%20Design%20as%20an%20emerging%20field.pdf. [Accessed February 23, 2013].

Mager, Birgit (2007). Design Dictionary:Perspectives on Design Terminology [online] Basel: Birkhauser. Available at: http://www.service-design-network.org/system/files/media/Mager_Service%20Design_0.pdf. [Accessed February 23, 2013].

Penin, L., 2009. Introduction to Service Design, Urban Services. Parsons The New School for Design, unpublished.

Samalionis, Fran (2013). Designing Interactions [online] IDEO. Available at http://www.designinginteractions.com/chapters/6. [Accessed February 28, 2013).

Images

Miami U. Libraries - Digital Collections [image online]. Available at: http://www.flickr.com/photos/muohio_digital_collections/3200520408/sizes/l/in/photostream/. [Accessed February 28, 2013]

Orange, Kelly [image online]. Available at: http://www.flickr.com/photos/kellyorange/4731994400/sizes/z/in/photostream/. [Accessed February 28, 2013]

Penin, L., 2009. Introduction to Service Design, Urban Services. Parsons The New School for Design, unpublished.

Photo 2217 [image online]. Available at: http://www.flickr.com/photos/photo2217/5028575299/sizes/z/in/photostream/. [Accessed February 28, 2013]

Think Public, 2013. Available at: http://www.thinkpublic.com. [Accessed February 28, 2013]

Zipcar, 2013. Available at: http://www.zipcar.com. [Accessed February 28, 2013]