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