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A Brief Guide to Service Design, presented at UX Brighton by Paul Thurston (Thinkpublic) andNick Marsh (Conchango)
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UX Brighton – Jan 2010
A brief guide to service design (and why it ma?ers for UX people)
@p_thurston thinkpublic
@choosenick EMC ConsulIng
www.xbox.com/live www.streetcar.co.uk
1. A brief guide to service design
2. Some examples
3. Why UX people should care
1. A brief guide to service design
Services are everywhere
Services are important
Services are designed by everyone, all the Ime
And generally not very well!
Source: Bain Customer-Led Growth diagnostic questionaire;Satmetrix Net Promoter database
So, what can ‘design’ bring to improving service experiences?
Two, broad and overlapping areas
Service Design Doing & Thinking
Service Design Doing & Thinking
Most projects involve a bit of both…
Design is useful for improving services because it…
is able to take a broad viewpoint provides new methods of engaging customers
is a flexible process
can make complicated things simple
deliver be;er outcomes
Service Design Thinking
The use of design approaches and methods
as an organisa>onal strategy. (i.e -‐ a process)
Back in 10min
2. Some Examples
Companies & Projects
OrganisaIons that use design doing + thinking
The NHS
Building a ‘design thinking mentality’
www.insItute.nhs.uk
So, two different uses for the term service design
Very much like the two versions of User Experience Design
User Experience Design Doing & Thinking
User Experience Design Doing & Thinking
Most projects involve a bit of both…
So, Service Design and User Experience Design aren’t really that different.
UX design thinking PuHng people and their
experiences at the heart of the design process.
SD design thinking The use of design approaches
and methods as an organisa>onal strategy.
UX design doing The design of new digital user
experiences across hardware and soIware interfaces
SD design doing The design of new services, experiences and touchpoints.
But, why should people interested in UX care about service design?
1. Service design can (probably) help you make more money
2. Service design (may) help you get more excited about your work
1. Service design can (probably) help you make more money 2. Service design (may) help you get more excited about your work
SD is a great new business development tool that opens doors to new organisaIons and new
bits of organisaIons
(bits that impact on the customer)
1. Service design can (probably) help you make more money 2. Service design (may) help you get more excited about your work
SD enables you to move up the ‘value chain’ and have conversaIons about projects at an
earlier stage – thus shaping the work more, and creaIng bigger projects
1. Service design can (probably) help you make more money 2. Service design (may) help you get more excited about your work
Broadly focused, conscienIous, UX people are doing SD anyway – UCD, prototyping,
visualising etc
6 Ips for geang more into service design
1: Have one killer case study!
You get the work you do… And you get the work you talk about…
2: You don’t win SD projects talking about UX
3: Start by selling user research projects with a
broad focus
4: Make sure you’re selling to the right people
5: Make sure you like designing strategies, running workshops, thinking about business models and so on.
6: Work on stuff that ma?ers to you and have a great story about why you’re doing it.
choosenick.com paulthurston.co.uk
Service Design is new and exci>ng, explore and help define it here: servicedesigning.org
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