Service Design Thinking - Designing services that people fall in love with

Service Design Thinking Designing services that people fall in love with

Icons by : Whitespring Service Design // www.whitespring.de

Empowered buyers demand new level of customer obsession

Age of the customer www.flickr.com/photos/8058853@N06/6045258692

Products are becoming services www.flickr.com/photos/juehuayin/3251667785/

20 different available products are fulfilling same purpose Basic Function & Quality is taken for granted

Product market is satisfied

Service relationship canâ&#x20AC;&#x2122;t be copied

Good product design is not the only ingredient to success www.flickr.com/photos/lexnger/10171653336/

Traditional organisation silos are breaking

Emotions are becoming a decisive factor www.flickr.com/photos/bigfatgreycat/10313692763/

Emotions bigger impact on loyalty

Technology canâ&#x20AC;&#x2122;t measure sentiments

Employee engagement as priority www.flickr.com/photos/ronsombilongallery/5828172072

Services arenâ&#x20AC;&#x2122;t made on an assembly line www.flickr.com/photos/pasukaru76/6893926948

Holistic service experience is new standards http://www.kaaathryn.com/wp-content/uploads/2014/03/emirates.png

Service Design Benefits

What is Service Design ?

Service Design is a holistic approach that considers the end-to-end service experience across all channels and touch points from a customer and organisation perspective.

What is Service Design ?

Service Design Principles

Service Design Process

Identify Problems Opportunities Needs

Define the solution Space

Discover

Build a rich knowledge resource with inspiration & Insights

https://public.edigitalresearch.com/fs/fs/FSM-924840784/f/FSF-926908306/derekblog1image1.jpg

Analysed output of discovery phase

Synthesise the findings in to reduce number of opportunities

Define

Define a clear brief for sign-off by stakeholders

Business Model - The Empathy Map

Designed for:

Designed by: Date:

Customer Perspective:

Interation:

What does she

THINK and FEEL? what really counts major preoccupations worries & aspirations

What does she

SEE?

What does she

HEAR?

environment friends what the markets offers

what friends say what boss says what influences say

What does she

SAY and DO ? attitude in public appearance behavior towards others

PAIN

fears, frustrations, obstacles

www.XPLANE.com

GAIN

“wants”/needs, measures of success, obstacles

Adapted from XPLANE. XPlane.com

Develop initial brief in to product or service for implementation

Design service component in detail & as part of holistic experience

Develop

Iteratively test concept with end users

Taking Product / Service to launch

Ensure customer feedback mechanism are in place

Deliver

Share lessons from development

Schedule

Basics

Intermediate

Advance