Intro to Service Design

Dr. Satu Miettinenwww.servicedesignthinking.com

www.satumiettinen.com

27.10.2009 Lecture at Sampo hall, University of Artand Design Helsinki, UID 2009

Why service design?

• Public service sector has huge need todevelop new service structures and solutionswith small resources. > social design, newuser orientated service systems

• Growing area of service industry and theexperience economy offers possibilities todevelop user orientated service clusters. >new business opportunies

27.10.2009 Lecture at Sampo hall, University of Artand Design Helsinki, UID 2009

What is service design?

• Service design as a tool for improving acustomer experience, innovating newservice opportunities and ROI (return oninvestment).

• Service design is a tool for innovatingnew sustainable service systems andwell-being.

27.10.2009 Lecture at Sampo hall, University of Artand Design Helsinki, UID 2009

With design methods andthinking

• Service design connects the areas of cultural,social and human interaction. Use of designmethods acts as a link between the differentviews in the service design process.

• Service design looks at service developmentfrom the designer’s point of view. Designthinking has the ability to create concepts,solutions and future service experiences forusers.

27.10.2009 Lecture at Sampo hall, University of Artand Design Helsinki, UID 2009

Generative methods

• Gaining human-centred insights, newideas and opportunities, emergentpatterns and challenges, possible newofferings (context mapping, role playing,design probes).

Fulton Suri, J. (2008): Informing Our Intuition: Design Research for Radical Innovation. Rotman Magazine,Winter 2008. pp. 53-55.

27.10.2009 Lecture at Sampo hall, University of Artand Design Helsinki, UID 2009

Evaluative and formativemethods

• Co-discovery, co-design, engaging theparticipants in creativity and in criticalthinking, sketches, models, videos,prototypes, continual learning through aprocess to determine the what, how, and towhom the offering is directed (storyboards,animations, tangible prototypes).Fulton Suri, J. (2008): Informing Our Intuition: Design Research for Radical Innovation. Rotman Magazine, Winter 2008. pp. 53-55.

27.10.2009 Lecture at Sampo hall, University of Artand Design Helsinki, UID 2009

Predictive methods

• Future opportunities and ideas,speculative scenarios, estimating thescale and potential of an opportunityeven when most variables are unknown(scenario-based design).

Fulton Suri, J. (2008): Informing Our Intuition: Design Research for Radical Innovation. Rotman Magazine,Winter 2008. pp. 53-55.

27.10.2009 Lecture at Sampo hall, University of Artand Design Helsinki, UID 2009

Service experience

• Experience includes personalexpectations, values, meanings >customer experience can’t be dictated!

• One can set the right kind of frameworkand setting for the customer experienceto direct it in the right direction

27.10.2009 Lecture at Sampo hall, University of Artand Design Helsinki, UID 2009

Drama

• The choreography of experience or atleast of conditions that enable certainexperiences is a major challenge in theservice design process. Use techniquesthat have their roots in performing arts;learn from experience and interactiondesign in order to ”design time”.

Mager, B. (2009): Service Design as an Emerging Field. In Designing Services withInnovative Methods. Miettinen, S. and Koivisto, M. Taik Publications,

27.10.2009 Lecture at Sampo hall, University of Artand Design Helsinki, UID 2009

User experience• Desmet and Hekkert (2007) define that the user

experience is shaped by the characteristics of theuser (personality, skills, background, cultural valuesand motives) as well as those of the product (shape,texture, colour and behaviour). Physical actions andperceptual and cognitive processes (perceiving,exploring, using, remembering, comparing andunderstanding) will contribute to the experience. It isfurther influenced by the context of interaction(physical, social, economic).

Desmet, Pieter and Hekkert, Paul (2007): Framework of Product Experience. InternationalJournal of Design. 1 (1), 57-66. http://www.ijdesign. org. Downloaded 4.9.2007

27.10.2009 Lecture at Sampo hall, University of Artand Design Helsinki, UID 2009

Service designer

• Aquire the user knowledge withvariety of tools

• Visualize the service experience• Social skills, empathy for the users,

creativity and visual thinking• Design thinking and co-ordination

27.10.2009 Lecture at Sampo hall, University of Artand Design Helsinki, UID 2009

Main tasks in service designbusiness:

a) Improving existing services/ servicechannels (web, phone, personal sales etc)

b) Innovating new commercial services for acompany

c) Creating a service strategy or improvingbrand strategy with service design tools

27.10.2009 Lecture at Sampo hall, University of Artand Design Helsinki, UID 2009

Added value of service designfor the service business

• Proactive method, foreseeing service opportunities and needs• Gaining human-centered insights with innovative methods• Developing services with user orientation• Improved user-experience• Customer profiles• Qulitative research with creative process and strong quality work• Multi-disciliplinary work• Building brand experience through good and credible user experiences• Users included in the development process• Testing the ideas• Understanding the service context• Visualizing• Prototyping, iterative process

27.10.2009 Lecture at Sampo hall, University of Artand Design Helsinki, UID 2009

Customer Journey

Services are processes that happenover time, and this process includesseveral service moments. When allservice moments are connected thecustomer journey is formed. Thecustomer journey is formed both by theservice provider’s explicit actions aswell as by the customer’s choices.

27.10.2009 Lecture at Sampo hall, University of Artand Design Helsinki, UID 2009

Mikko Koivisto’s example of a customer journey that is formed by several servicemoments In Designing Services with Innovative Methods

27.10.2009 Lecture at Sampo hall, University of Artand Design Helsinki, UID 2009

Tool for making concrete

• In service design the customer journey and theservice moments can be mapped out from an alreadyexisting service or used as tools in the conceptdesign phase of new service offerings. By doing thisthe service structure becomes more concrete andunderstandable and can therefore be better shapedand critically examined. With the help of observationand other methods used in service design it ispossible to find new customer needs and new modelsof earning money.

27.10.2009 Lecture at Sampo hall, University of Artand Design Helsinki, UID 2009

Service touchpoints

• Each service moment is made of anumber of touchpoints through whichthe service and its brand is experiencedand perceived with all the senses.Touchpoints are divided into channels,objects, processes and people.

27.10.2009 Lecture at Sampo hall, University of Artand Design Helsinki, UID 2009

Service channels

• Channels are environments, spacesand places where the visible part of theservice production happens. Channelscan be physical, digital or intangible.Often services are multichannelcustomer experiences, which meansthat they are produced through manydifferent media.

27.10.2009 Lecture at Sampo hall, University of Artand Design Helsinki, UID 2009

Objects as touchpoints

• Objects as touchpoints are things ormachines that the customer himself uses,needs or gets when using a service. Theobjects can also be things that the personneluse but are still visible to the customer andcontribute to the customer’s serviceexperience. Since the service cannot betested before using it the customer oftendraws conclusions based on what he or shesees. Objects often thus have acommunicative role in services.

27.10.2009 Lecture at Sampo hall, University of Artand Design Helsinki, UID 2009

Blueprinting the service• Service design keeps the focus on the lived experience of the

user journey. This is a journey that points to where peopleactually experience the service. This approach enablesorganizations to understand how people and services relate inpractise. For developing a service blueprint one needs tounderstand the service architecture. This is a complex systemand arrangement of objects, dialogues, information, content,processes and navigation. Touchpoints are the people andtangible things that shape the experience of services.Touchpoints, as previously mentioned, are the places andspaces where people experience the services. Service can thusbe described as a journey that connects the touchpoints.

27.10.2009 Lecture at Sampo hall, University of Artand Design Helsinki, UID 2009

Service design process> Understanding the service design challenge: the

users, business environment and applicabletechnologies

> Observing, profiling, creating empathy for theusers, participating with the users and beingvisual during the whole process

> Creating ideas, prototyping, evaluating andimproving including the clients and the users inthe process

> Implementing, maintaining and developing theservices

> Operating with business realities