designing your service around experience

Designing Your Service Around ExperiencePRESENTED BY HEATHER MADDALOZZO, SOFTWEB SOLUTIONSFEBRUARY 24TH 2016

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Who Am I?

Heather MaddalozzoSenior Project Coordinator

Softweb SolutionsUIUX Lead, Project Coordinator, Account Manager, Design Lead,

Former Product DesignerEmail: [email protected]

What is Service Design?

There is no “one” definition for Service Design, as it is an evolving approach and there is no clearly articulated language of service design.

Though, a way to describe it is simply “Service design is a method for improving the quality of your service.”

But does that really mean?

Source: This is Service Design Thinking, Wiley.com

Service Design is…


“Designers look holistically at a service experience and map out all aspects of it, looking for points at which the service fails or delivers a sub-optimal experience as well as opportunities to inject delight or surprise.”

https://www.marketingmag.com.au/hubs-c/service-design-marketers-care/

Service Design Beginnings

Service Design has been around for a few decades, and is utilized heavily by marketers and managers.

In 1991, service design was first introduced as a design discipline by Prof. Dr. Michael Erlhoff at Köln International School of Design (KISD).

There are several conferences, education outlets and interactive workshops across the country that educate business on the benefits of Service Design.

https://en.wikipedia.org/wiki/K%C3%B6ln_International_School_of_Design

Tools of Service Design - SMAPLY


PERSONASKeep a database of typical users across multiple projects.

STAKEHOLDER MAPSVisualize the relationships between Stake holders in your system.

JOURNEY MAPSCreate maps of the journeys your personas experience.

EMOTIONAL JOURNEYSEvery touch point evokes positive or negative emotion.

DRAMATIC ARCSExperiences depend on dramaturgy.

https://app.smaply.com/users/sign_in

Tools of Service Design - Brainstorming

Tools of Service Design - Invisionapp

Principles of Service Design


With Service Design, growth and development of design services are key. Ultimately, the shared experiences of the users help understand and build a better and more cohesive experience.

User Centered / Empathy


Services should be experienced through the customer’s eyes.

A user-centered approach to service design offers a common language we can all speak; the services user’s language.

By gaining a genuine understanding of the customer, the service designer can slip into a customer’s shoes and

understand their individual service experience in its wider context.

Co-Creative


There are more than just one customer group in service design, and each group possesses different needs and expectations.During a service design process, we need to involve customers as well as all other stakeholders involved in exploring and defining the service proposition.

Everyone has a stake in creating, providing and consuming a service; such as managers, marketers, engineers, designers and front-line staff and of course, customers. They all need to

be involved in the process of creating, proto-typing and testing; this is called co-creation.

Sequencing


The service should be visualized as a sequence of interrelated events.

Basically, Sequencing maps out a service from start to finish, from the moment a person thinks about buying an Smart Phone, to setting up the Smart Phone, to surfing the web or app store, and then to buying your product on their mobile device. It’s a story. The person, Smart Phone and your product all lived happily ever after. The End.

Evidencing


Intangible services should be visualized in the terms of physical artifacts.In service design, making evidence out of intangible services is basically prolonging the experience after it occurred; such as triggering those memories of the service in a post-service period. For example, a customer keeps items from staying at a hotel room like soap bottles or towels. Or a customer gets a survey after getting their car repaired.

If the user knows the inherent story of a service or product, the results can bring about a deeper appreciation by the experience they are

having, like seeing behind the scenes of a movie. Visualizing these user stories from all perspectives can shed a better light on the efforts that

go into a service, thus strengthening that user experience.

Holistic


The entire environment of the service should be considered, like The Big Picture of the event.

The system design of an organization, its inherent culture, values and norms as well at its organizational structure and processes are important issues for design of services.

The Environment of a service is different and indicative of that service provider. The culture of where the service is taking place has an impact on your customers too, thus adding a more abstract, yet sensory

aspect to the user experience.

Key points of Service Design

Source: servicedesign.smaply.com

PersonasCustomer Journey MapsStakeholder MapsTouchpointsDramatic Arcs

When I think of the Service Design process, these key components are always present:

Personas


President of Company A

Marketing Director

SalesPerson

RegularCustome

r

“Our website was designed 5 years

ago. Still looks great. Re-designing it for mobile would cost

too much. Our product sells itself and has nothing to do with the site.”

“Our website could use a major update. I

can’t even show people how it looks on my phone. We should design it to keep up with our

competitors but the President will never agree because he’s too old fashioned…”

“I wish I could show my customers this website, and even

score new customers, but I

have to pinch and stretch the screen

just to see the text. I can’t show anybody this outside the web. I’d sell more if I could just use my mobile.”

“I like Company A’s products, but

sometimes I can’t wait to order until I

get in front of a computer. I wish I could order on my

iPhone. Company B, however, has the same product on

mobile, and is more convenient.”

For example, a President, a marketing professional, a sales person, and a customer have different point of views toward a company website which is not mobile friendly…

Stakeholder Maps


With Stakeholder Maps, by visual representation we can identify all the various groups involved with any service involved in the project.

Ultimately, by interviewing all these stakeholders, we can create a comprehensive view of the contributions of these stakeholders, which shape the overall project, thus improving the engagement through the project lifecycle.

Touchpoints

Source: http://www.servicedesigntools.org/tools/108

A touchpoint allows designers to connect the dots of the user experience with a visual framework.

By creating these touchpoints you find connections throughout the whole service experience.

Journey Mapping


A customer journey map provides a vivid but structured visualization of a service user’s experience. The touchpoints where the users interact with the service are often used in order to construct a “journey” – an engaging story based upon their experience.

A typical customer journey map is shown to be multi-channel and time-based.

Dramatic Arcs


Within the journey mapping are Dramatic Arcs, a graph showing the level of engagement at each touchpoint.

Service Design & UX

With good User Experience in any project, we need to understand the importance of the Service Design Process.

Service Design and UX have a certain synergy with each other. While UX is about designing better experiences for users within digital interactions, Service design is about improving customer experiences with many stakeholders overall, something that UX designers ultimately achieve (or want to achieve) with good UX anyway.

Source: http://www.usabilitycounts.com/2013/05/13/service-design-for-ux-designers/

UX within Service Design

There is no Service Design vs. UX. UX is already working with Service Design principles, albeit not always in the in-depth ways that Service Design works.

Service Design is already becoming more important for UX practitioners to this day, as they take a broader view of the digital touch-points that fit into the customer’s journey.UX, being about the user, does not take in account ALL the angles of service beyond the consumer or end user, but with service design by its nature will look at the actors and actions around that end user and beyond.

Source: http://www.usabilitycounts.com/2013/05/13/service-design-for-ux-designers/

What Can UX learn from Service Design?

Source: www.usabilitycounts.com

Design thinking is applied to all spectra of industries and job functions. UX designers need to step up and fill the gap.

Essentially, UX designers can also solve problems by looking at a bigger realm.

Workshop

“All the world’s a stage, and all the men and women are merely players.”

As You Like It, William Shakespeare

Theater Journey Map Exercise

Obviously there are many roles in creating a successful theater production, but let’s focus on some main roles for this customer experience through the service design process.

Audience Member Journey

In Summary

Service design is an iterative method developed by DesignThinkers of design thinking methodologies to build a culture of trust and adaptability. It is an effective way to gain insights and improve your customers’ experiences.

Here are some points that simplify the process:

Context and stakeholder mapping Personas Emotional Customer Journeys creation Co-creation: developing solutions with customers Reflection: Solution service blueprint Implementation: The real moment of truth

Thank You!

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