THE ROLE OF INTERACTION IN SERVICE DESIGN Zhaoyi Yin Thesis Commi/ee: Gerald Michaud / Craig M. Vogel
Service
Service Design
Conclusion
INTRODUCTION Service Design is mul?-‐disciplinary. To deal with the complexity of a system, Service Design has to integrate and link various fields of exper?se, not only from the fields of design, but also from such fields as marke?ng, managements and engineering. Service Design, as an on going process, happens in the pre-‐service, service and post-‐service phases, in which stakeholders are involved. The core of Service Design is interac?on between the service system and the users. Interac?on takes the form of “service interface.” Users go through a sequence of ac?ons to complete their journeys for service. The success of a service lies in the experience that customers get from the journey to meet their expecta?on of service. Designing interac?ve mul?ple-‐ touch points between users and the service system becomes especially important and is the topic of this thesis.
This thesis focuses on the interac?on between a service system and users, the purpose is to explore the role of Interac?on in Service Design, and formulate principles and methods for designing such interac?on.
Service
Service Design
A PACKAGE’S JOURNEY Bing wants to mail out a package, so he needs to go to a FedEx store...
Conclusion
Service
Service Design
Conclusion
CUSTOMER JOURNEY Put the item into right envelop
Weigh the package
Make payment
Track the package online
Get receipt
Moment
Confirm the package is on the way Emo(on
POS Machine Envelop, Self Service Table
Digital Scale
Printed Receipt
FedEx Website
FedEx Website
Touch Point
A series of sequenced interac?ve ac?ons that happened between users and the service system while they were access the service. Each step during the customer journey is a scene in which the customer faces a situa?on or a task, take an ac?on, interacts with an product, interface or service representa?ve, and get the mo?va?on to move forward, and rela?vely get an emo?on at that point. Research on a customer journey is crucial to consider a service from the perspec?ve of one specific group of customers.
Service
Service Design
Conclusion
MULTIPLE TOUCH POINT GPS
Website Light Box
Clark Logo Envelope with Logo
Self-‐ Service Table
Tags Forms Display with Logo
Display
Receipt
When service provider delivers a service to customers, it will provide a set of elements that recognizable, interac?ve and tangible. These types of elements that customers interact with for the purpose of experiencing a service, which play a role of the medium during the communica?on between customers and service system, are called service touch points. Since they take variety of forms, they can be considered as Mul?ple Touch Points.
Service
Service Design
Conclusion
CATEGORIES OF MULTIPLE TOUCH POINT
Product
People
Third-‐Party
Environment
The category of “Product” refers to the products
mul?media, and more.
The category of “People” refers to the people who work for the service provider and communicate instantly and directly with customers. The touch points of people will help greatly increasing the customer sa?sfac?on, but it is rela?vely expensive to the service provider.
Third Party touch points refer to the elements or plaZorms that are not produced by Service Providers, but are used by them to deliver or promote their service.
Environment touch points refers to the context and channels service providers use or created, to promote their service, or guide customers to go through their journeys.
under the same brand of the service provider. The generalized product could take any form, includes physical products, digital interface, publica?ons,
Service
Service Design
Conclusion
ECOLOGICAL SYSTEM
All touch points cons?tute the service ecological system. People are users of the system and at the same ?me they are components of the system that keeps it running, they consuming the service while it is being produced. From this perspec?ve the service as an ecological system is on going and growing.
Service
Service Design
Conclusion
WHAT IS SERVICE DESIGN?
Service Design is the ac?vity of planning and organizing Touch Points of a service, to improve the interac(on between service provider and customers, in order to lead or support customers to go through their service journey, to accomplish their goal along with get sa?sfied experience.
Service
Service Design
Conclusion
TYPES OF SERVICE DEVELOPMENT
Service Innova?on
Service Evolu?on
Service Transforma?on
SERVICE INNOVATION
Fitwits games Service Innova?on refers to developing Service Strategy based on the opportunity discovered. It could be profitable or non-‐profit service system. Live-‐Work claims that service innova?ons can be driven by new markets, business models, technology, or organiza?onal change.
SERVICE EVOLUTION - TYPE 2
SERVICE EVOLUTION - TYPE 1
FedEx Tracking System There are two type of Service Evolu?on, one is the service provider improve par?al of the service by adding new features or op?mize some parts of current system, the other one is the service provider turn their service system radically into an other service market.
SERVICE TRANSFORMATION
OnStar service from GM Based on an explana?on of modern logis?cs concept, UPS is genera?ng an evolu?on for its service to promote values from a perspec?ve of logis?cs to customers.
Service Transforma?on refers to the company redefines their current products as parts of a service proposi?on, accordingly transforming from product producers to service providers.
Service
Service Design
Conclusion
THE PROCESS/MODELS/METHODOLOGIES OF SERVICE DESIGN •
Brigit Mager’s Service Design Methodology
•
IDEO design process
•
AT-‐ONE
•
S?ckdorn’s four steps process
•
The Double Diamond
•
Hollins and Shinkins model
•
Live Well Collabora?ve Design Process
Service
Service Design
Conclusion
Marc S(ckdorn’s process
IDEO Design Process
The Double Diamond Model
Hollins and Shinkins Model
Live Well Collabora(ve Process
Explora(on
Explora?on
Understand and Observe
Discover; Define
Iden?fy Service
Iden?fy & Understand
Conceptualiza(on
Crea?on
Visualize and Refine
Develop
Develop Insights; Generate Ideas
Ideate
Refinement
Reflec?on
Visualize and Refine
Develop
Evaluate and Refine
Test & Detail
Implementa(on
Implementa?on
Implement Final Concept
Deliver
Implement and Deliver
Final Deliverable
Even though different design frameworks have different amount of steps, each step has different name, tasks and tools, but fundamentally they all share the same mindset.
Service
Service Design
Conclusion
THE ROLE OF INTERACTION IN SERVICE DESIGN
Interac?on refers to a kind of ac?on that occurs as two or more objects have an effect upon one another. The fundamental idea of Interac?on should be the methodology of Service Design.
Service
Service Design
Conclusion
THE ROLE OF OTHER DESIGN FIELDS IN THE EMERGENCE OF SERVICE DESIGN Graphic Design System
As an emerging filed, service design is standing on the shoulder of other design field and incorpora?ng exper?se from variety of disciplines. User-‐centered
Industrial Design System
Design Research System
design approach, a variety of qualita?ve and quan?ta?ve research, and visualiza?on techniques are all been used in Service Design projects. Itera?ve model also provides a frame for tes?ng the result from each step during the design process by collabora?ng
Other Systems
with users.
Service
Service Design
Conclusion
PRINCIPLES OF DESIGNING MULTIPLE TOUCH POINTS
√
√ √
People Centered
Coherence
Flow Smoothly
Differen?ate
√
√ √
Who are the target stakeholders and their role in the system Situa?on & Emo?on
Make the products, people, third party Touch Points that created by varies of departments speak with the same tone, deliver same message, and generate same emo?on.
Make each Touch Point a step in the journey, keep the customers’ interest and provide enough of a hint for them to go to the next step.
On a holis?c level, the customer experience is similar in several highly op?mized service systems within the same industry, then it becomes important to provide differen?ated experience by crea?ng unique Touch Points.
THANKS Download full thesis document