Service

Research

UX Poland 2013

Design

Service DesignDesigning customer experienceat the time of service

Great experience across all touch points

Touch points

ServiceExamples

Visiting the museum

Concierge

Online loan

Service Design

Lucy Kimpbell

Discovery

Definition Design Delivery

Service Design Process

Journey MapHow the customer perceives and experiences the service interface along the time axis

Customer

Maps of a customer experience focus on how things will be experienced, not how they're made.

ResearchIdentifying, discoveringand understandingthe service contextand users

ResearchContext

Touchpoints

www, mobileMailingSocial media, forumAdvertisement – display, tv, radio, outdoorPlaces – store, institute, home, officeDokuments – POS, invoice

Touchpoints

ResearchUsers

People

Users, customersFrontstage employeesBackstage employeesPartnersStakeholders

People

ResearchMethods

InterviewsIndividual, in-depthAt lab, home, office

InterviewsWith customers, employees,partners, stakeholders

Field studyObserving users in the fieldat the time of service

Field studyWatch people visiting the institutionWatch customers shopping at the moll

Mystery shopperResearcher in customer’s shoes

Mystery shopperShop online and try to take the loanTalk with consultant about the service

Diary studyUsers record their experiences related to a particular subject over a period of time

Diary studyMoments when looking for helpExperience when visiting museums

Usability testingObserve how customers are useing interactive products

Usability testingTest the website and mobile appConduct eyetracking of landing page

QuestionnaireOnline or offlineFor users, employees or partners

QuestionnaireAsk call center employees about calls

Desk researchAnalysis of customers’ opinions

Desk researchRead forums and Facebook fanpage

Report analysisHelp desk, call center, FAQs

Expert reviewExpert analysis of touch points– websites, documents, places

live|work

Thx!

www.servicedesigntools.orgicons by www.picol.org

Stormtroopers 365 on Flickr by StefanLego experience map

Rail Europe experience mapThird example of experience map