The what, why and how of Service Design

transcript

Ine Marie Vassøy, Lead Service Designer

My take on Service design.

ine.vassoy@spotless.co.uk

@spotint | @inevassoy

What we do at Spotless

Service design. GA. January 2017.

Service design

Delivering value to people through innovating or improving systems, communication and material components of a service across every touchpoint.

Business innovation

Designing more effective processes to increase your competitive advantage and likelihood of success.

Experience strategy

Defining a customer experience vision and aligning activities and success criteria to create better experiences, resulting in happy customers, and healthy businesses.

Design research

Observing and understanding people and how they interact with products and services provides a solid foundation for any project.

What is Service Design?

Service design is the designing and marketing of services that improve the customer experience, and the interactions between the service

providers and the customers.

- This is Service Design thinking

Services are produced at the same time they are consumed - the customer is a co-creator of the service.

A service happens over time

There’s a lot of similarities in UX & service design. We both map the user journeys.

website.com}

Enters website Login / sign up Browse Purchase

What triggers the event?

Ask friends for advice

Check out the competitors

Ask another friend

Use the help chat

Get lost in the details…

website.com

Check out the physical store

There’s a lot of similarities in UX & service design. We might map the user journeys a little bit differently.

“I like to feel the product in my hands before I buy it”

-figurative user

}Service design. GA. January 2017.

website.com

There’s a lot of similarities in UX & service design. We look at how the different touch-points support the user.

}physical shop }help centre}before }after

A method for designing experiences that reach people through many different touch-points, and that happen over time.

- www.servicedesign.org

You can’t design a service, you can only design for a service.

Fundamentally, it’s about people.

Why Service Design?

There’s big opportunities. The service industry counts for about 75% of the western economy.

Source: Livework

Product demands continues to decrease. Research shows that Millennials care less about stuff.

Social media

Fashion styles Cars Smartphones Sneakers Alcohol

Source: The Pool, Mindshare

Every product is a service waiting to happen.

Source: Malin Maki.

Sharing is caring. The popularity of ride sharing differs across generational lines.

Baby boomers

Generation Z

Millennials

Generation X

Source: Goldman Sachs ‘Cars 2015’: www.goldmansachs.com/our-thinking/technology-driing-innovation/cars-2025/

Better designed services lead to customer loyalty and they’re willing to pay more. The business processes are also a whole lot more efficient.

Will purchase if friends & family recommend the product.

Research by Cenk Bulbul, Netta Gross, Steven Shin & Jeremy Katz

Design-led organisations are 219% more profitable than any other businesses.

$39,427.34

$17,999.37

Design conscious companies: Apple Coca-Cola Ford Herman-Miller IBM Nike Starbucks Walt Disney Target Etc.

How to do Service Design?

There are three levels of innovation ambition.

Source: 10 types of innovation.

Core innovation.

Adjacent innovation.

Transformational innovation.

It’s a journey…

…the ‘internet’

Service design is evolving from traditional design.

Ideate TransformDefineExplore

Business

Objectives

Customer

Insight

Implem

Support

Design

Evaluate Test

HypothesisInteractions

StrategyTechnology

People

The tools and methods we use in service design is familiar to what is being used in industrial design.

Source: Spotless’ design process

Business

Objectives

Customer

Insight Design

Evaluate Test

HypothesisInteractions

StrategyTechnology

People

Service design

Explore Define Create

Research

Diary studies

Also called Cultural Probes, is used for collecting information about the users without being intrusive. It’s quite handy if the topic is sensitive and the user wants anonymity.

Challenges with this study is that you're not in control (the user is) with means that the results can be varied.

Shadowing

Is a great method to understand the context of the user and the factors that influence their interaction with the service.

Challenges with this study is that you don’t get to follow up with ‘why’ and ‘what’ which is why Participatory Observation is a popular tool coming from this ethnography method.

Contextual interviews

Meeting people in their natural habitat to talk. By going where they are you get a better understanding of who you're talking with and they open up more being in an comfortable and familiar environment.

Challenges with this study is that it’s time consuming to travel.

Contextual interviewsTo save time (and money) inviting the users to a set location can be easier. To get the conversation flowing bringing paper tools and lo-fi sketches can be good.

Challenges is that these ‘design environments’ often are a bit pretentious, and that can change the way the users talk and even what they believe in.

Contextual prototyping

Prototype and test ideas in the actual environment and observe how people interact with it.

Challenges with this study is that you need permission do so and it takes time to set up the scene.

Photo/project cred: Design Managers Australia Pty Limited (DMA)

Personas

Ideate

Co-creation workshops

The Value Proposition Canvas

https://strategyzer.com/canvas/value-proposition-canvas

Brain writing

Create

Understanding the client needs

Geoff works with his client to understand the timeframe, budget, the building location and use.

It is important to have awareness of different opportunities so that they can bring these ideas to clients early on in the project.

"I will take notice of information sent to me [from

brands] if it's relevant to a project I'm working on.

You need to understand the client and how they

want to use a building."

Agreeing on a rough idea quickly

At this stage Geoff is working with his client to agree on the look, feel and basic layout of the building and for reassurance that their initial ideas are possible.

With each stage you get more zoomed in. We're

going to build this building with this purpose.

With each stage you get more zoomed in.

We're going to build this building with this

purpose.

client logo

GeoffArchitect

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Journey Name

Exploring materials and systems.

Working with suppliers to understand the feasibility of their idea.

Face to face or phone support from brands technical team.

Clients can have their own prejudice that limits design or use of systems.

Brands want too many details about the project before it is even confirmed - this is a barrier.

Brands are too focused on sales and not on helping Architects answer questions.

Downloadable rvt/dwg files are too detailed for this phase when details have not been ironed out (thus causing more questions at planning stage).

PLANNING DEVELOPED DESIGNSTART TECHNICAL DESIGN HANDOVER IN-USE

User Journey maps

Service design. GA. January 2017.Service design. GA. January 2017.

Proof of concept

Thank you

Ine Marie Vassøy, Lead Service Designer

ine.vassoy@spotless.co.uk

@spotint | @inevassoy