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SERVICE DESIGN 101
Linnea “Linn” Vizard
Service Design Torontoservicedesigning.org/cities/torontogroups.google.com/forum/#!forum/service-designing-toronto
What is
Service Design?
http://brianlucid.tumblr.com/post/42020737105/the-disciplines-of-user-experience-a-diagram-by
http://www.kickerstudio.com/wp-content/uploads/2013/03/ux.jpg
http://blogs.forrester.com/kerry_bodine/13-10-04-how_does_service_design_relate_to_cx_and_ux
services
products
services
governance . health . electionssanitation . education . energycommunications . justice . transit
How is Service Design
different from UX?
One designs the interface of the experience and the other the service and organization behind it.“
Oliver King - Engine
Service design is holistic while UX tends to focus on one touchpoint at a time.
Service design describes cross channel experiences or journeys from multiple points of view. UX tends to focus on “the user”
Service design may or may not include digital channels or touchpoints. UX tends to focus on digital products.
http://optimalexperience.com/2014/01/temp/
http://optimalexperience.com/2014/01/temp/
What are the
tools of Service Design?
Service Design ToolsPersonas Desktop Walkthrough
Storyboard Service Prototypes
Stakeholder Mapping Co-Creation
Contextual Inquiry Story Telling
Cultural Probes Service Blueprints
Customer Journey Maps Customer Lifecycle Maps
Business Model Canvas Swim Lane Journey Maps
Personas
- Fictional profiles representing a user group.
- Based on research.
-Shift focus away from demographics, towards wants and needs of real people.
This is Service Design Thinking
http://www.servicedesigntools.org/tools/40
Stakeholder Mapping
- Visual or physical representation of various groups involved with a particular service.
- Interplay between groups can be analyzed.
- Shared interests can cluster stakeholders.
This is Service Design Thinking
http://www.richardprice.com
Customer Journey Map- Vivid but structured visualization of a service user’s experience.
- Touchpoints are defined.
- Overview of factors influencing the experience from a user’s perspective.
This is Service Design Thinking
http://www.servicedesigntools.org/tools/8
Desktop Walkthrough- Small scale 3-D model of a service environment.
- Simple models are built with Lego, cardboard and sketching.
- Iterative analysis of the situations depicted - allowing for assessment and co-development.
This is Service Design Thinking
http://commongroundpeople.com/projects/service-design-training
Service Blueprint- A visual schematic to specify and detail each individual aspect of a service.
- Produced collaboratively to create shared awareness of each team’s responsibilities.
- Provide a roadmap for actual service delivery.
This is Service Design Thinking
Who is
doing Service Design?
Forrester report ‘The State of Service Design 2013’ identified:
- 70 EMEA agencies
- 35 North American agencies
- 8 Canadian agencies
http://www.forrester.com/The+State+Of+Service+Design+2013/fulltext/-/E-RES108541
Where can I
learn more?
Service Design ResourcesThis is Service Design Thinking - Stickdorn, Scheider
Service Design Polaine, Lovlie, Reason
servicedesigntools.org
servicedesigntoolkit.org
smaply.com
thisisservicedesignthinking.com
service-design-network.org
THANKS!
servicedesigning.org/cities/torontogroups.google.com/forum/#!forum/service-designing-toronto
@wittster
