Erik Westerdahl Digital Concept Designer & Service Designer

Transformator Design

@erikwesterdahl

The difference between UX Design & Service Design

What is the difference?

© Transformator Design 2013

3

”Service Designers usually maps the changes that needs to

be done to a service, but the UX Designers

actually do them.”

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Service Design =

Broad

UX Design =

Deep

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What to do?

Do this at these

stages with these principles!

This is exactly how

this should work and

look.

CLIENT

SERVICE DESIGN

UX DESIGN

What is Service Design?

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All organizations are the sum of their touchpoints

with the customer

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People remember, and talks about,

the negative experience

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The customer journey through the entire service

= The customer experience

of the service

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Web Works great! Reality doesn’t...

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And the overall consequence

13

= Lower bottom in the Trust Survey 2013 (Förtroendebarometern 2013)

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Improve the entire service

= Improve the

customer experience

A case example

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Typ av

dryck

Hittar r

ätt av

delning

Logik/indeln

ing

Gå till

kass

an

Betala

Situati

onen

Beslut a

v vara

I butik

Val av

butik

UPPLEVELSEN

Försöka

hitta va

ran

Hittar v

aran

Hittar varan

Hittar IN

TE

BE OM H

JÄLP

ATT HITTA

VARAN

Hitta pers

onalTill

System

bolaget

Påverkad?

Legitimation?

Langning?

FÖR

SÄ

LJN

ING

SR

EG

LER

Ev. merköp

PRISNIVÅ

ORIENTERA SIG EV. KÖ - VÄNTAN

Example of Service Design

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Example of UX Design

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•  2012 Best in Sweden Service Score •  From 20% to 75% service level •  81 in NKI 2012 - ”all time high”

Conclusion

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20

Client & Customer +

Service Design +

UX Design =

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21

Great service experiences!

Today, I’m here to learn

more about UX Design

What’s the difference between UX Design & Service Design

according to you?

Tweet it @erikwesterdahl #uxopen

Erik Westerdahl Digital Concept Designer & Service Designer

Transformator Design

@erikwesterdahl

Thank you!