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Service Design 101

Global Service Jam 2015Los Angeles

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Dima Todorova-LilavoisInteraction Design Lead @ Fjord

Proud Service Design Jammer, 2013

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We are hiring in the LA Studio! Junior Interaction Designers

Let’s get started …

What are services?

Services are intangible economic goods — they lead to outcomes as opposed to physical things customers own.

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What are services?

www.timothybird.co.uk

Outcome

Intangible

What are services?

Services are intangible economic goods — they lead to outcomes as opposed to physical things customers own.

Outcomes are generated by value exchanges

that occur through mediums called touchpoints. 

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What are services?

www.timothybird.co.uk

Value exchange

Interactions/touchpoints

Services are always co-created.

Service Employee

Service User

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Backstage

Frontstage

Credit: Noun project, Flaticon

In a service, exchanges occur through mediums called touchpoints which take place over time.

Pre-service Service Post Service

1 2 3 4 5

The blurry line — service or product?

http://www.fastcodesign.com/1670034/great-brands-are-about-fusing-product-and-service-how-do-you-do-it

What is service design?

1. the activity of planning and organizing

people, infrastructure, communication and

material components of a service in order

to improve its quality and the interaction

between service provider and customers.

— Service Design Network

2. a method for designing experiences that

reach people through many different

touchpoints and that happen overtime.

From http://liveworkstudio.com

3. When you have two coffee shops right

next to each other, and each sells the exact

same coffee at the exact same price,

service design is what makes you walk into

one and not the other.

31 VOLTS SERVICE DESIGN, 2008Stickdorn, Mark (2012-12-20). This is Service Design Thinking: Basics-Tools-Cases

Service Design Principles

1/ user centered

Establish a common language!

Stickdorn, Mark. This is Service Design Thinking: Basics-Tools-Cases

2/ co-creative

Everyone can be creative!

Stickdorn, Mark. This is Service Design Thinking: Basics-Tools-Cases

3/ sequencing

Imagine service as a movie!

Stickdorn, Mark. This is Service Design Thinking: Basics-Tools-Cases

4/ evidencing

Make the intangible tangible!

Stickdorn, Mark. This is Service Design Thinking: Basics-Tools-Cases

5/ holistic.

Keep the big picture!

The double diamond process model

http://www.thecreativeindustries.co.uk/uk-creative-overview/news-and-views/view-what-is-design-and-why-it-matters

But, in reality it is more like this …

http://v2.centralstory.com/about/squiggle/

The Tools

• Discovery

• Define

• Design

http://www.servicedesigntools.org/repository

Where can I learn more?VideosWhat is service design? https://www.youtube.com/watch?v=it_bBXonabAService Design in Emergency Waiting Room https://www.youtube.com/watch?v=3e2urSZUorcFun Theory https://www.youtube.com/watch?v=qOuJNXjhcU8Design Thinking https://www.youtube.com/watch?v=a7sEoEvT8l8Design Thinking https://www.youtube.com/watch?v=3sOeSkTUTA0

Websiteshttp://www.service-design-network.org/http://www.servicedesigntools.org/repositoryhttp://liveworkstudio.com/themes/service-design/https://www.fjordnet.com/conversations/fjord-launches-annual-trends-report-2015/

BooksThis is Service Design Thinking: Basics-Tools-Casesby Mark Stickdorn

Service Design: From Insight to Implementationby Andy Polaine and Lavrans Løvlie

The Service Innovation Handbook: Action-oriented Creative Thinking Toolkit for Service OrganizationsBy Lucy Kimbell

Twitter#servicedesign

Less talking, more doing.

Let’s Jam!