Brief introduction about Service Design

1. Service & Experience Design
a brief introduction...

2. Service Definition
From the Latin "Servitium" means any
activity or performance
provided by a person for the benefit
to another.
-T. Levitt,1985-

3. Product VS Service
In Services the link
Production Production between the
production and
delivery or utilization
Product Service is stritcly connected.
That means more
interactions to take
Utilization
care during this
Utilization stage.

4. Service Features
Interaction
At the end of any performance
Exchanges Service Relations
= it must ensure
a
Final Result
Activity

5. Service & Experience Design
in
te g Co
ra
Service Design is an interdisciplinary ct rap m ma
io hi m n m
n c u a a s
de de nic ge rk oci
approach that combines different methods si si at me eti olo
gn gn io n n g
n t g y
and tools from various disciplines:
Focused on the creation of well thought through
experiences, using tangible and intangible
mediums.
It provides benefits to the to the end user
experience, such as retail, banking,
“Service Design helps to
transportation, healthcare ecc. innovate or improve
services.
Making them more useful,
Service Design is essential in a knowledge drive economy usable and desirable”
-The Copenhagen Institute of Interaction Design-

6. How service design works
"Design means to translate problems
Iterative process
into opportunities" Requirements
-D. Saffer- analysis
Evaluation
Creation
Design
Implementation
Loop
Idea Generation
Prototyping
See, Hear, Smell, Touch and Taste Reflection
the physical manifestation of services.

7. A series of actions ...
The Service is intended as a series of activities.
As each frames forms a movie.
Service & Experience Design breaks down the process in order to understand
limitations and to discover new opportunities.

8. Three levels of goal
“I wanna it”
Desirable
“It’s easy to use”
Usable
User Values
“I need it”
Useful
Business Values

9. Methodology
Context Requirements Vision and Strategy Concept Testing
Analysis
Define Understand Discover Design Implementation
Branding Interview User Centred Design Brainstorming
Service Safaris Co - Create System map
Benchmarking Customer Jorney map Offering map Scenarios
Stakeholder map Personas Storyboard Prototyping

10. Define
Context
Define
Branding
Benchmarking
- Highlighting the values and history into the serice.
- Research on the context, actors and positioning of the service.

11. Branding
Working on the service identity: - Similar services
Combining elements from the original
- Competitors
mission with the new objectives. - Positioning
Building a coherent and credible reputation
that reflects these values through the - Target
services.
Benchmarking
Research and Comparison of similar services,
cases, business models ecc.
in order to understand who are the actors
involved, limits, opportunities and service
offer positioning.

12. Understand
Requirements
Analysis
Understand
Interview
Service Safaris
Customer Jorney map
Stakeholder map
- Explore the service during its process operation in order to evaluate
limits and opportunities.
- Analyze the Touchpoints.

13. Service Safaris
Look the service since its early stages in order - Observe
to define any limits and opportunities.
- Document
Document service issues from a - Touchpoints
system and user point of view.
- User Experience
Journey Map
It's a visual map that represents the user ex-
perience path within the service.
Documents the issues from a focused user
perspective.

14. Discover
Vision and Strategy
Discover
User Centred Design
Co - Create
Offering map
Personas
- Define strategies and user target.
- Adapt new solutions, considering effects and consequences.

15. UCD
(User Centered Design)
This approach involves directly the user - Context
during the main design phase, in order to
better understand his interaction with the
- Problems
service. - Needs
Through his behavior, character,
social context etc.. - Goals
In this way can be possible to collect
qualitative information about his experience.
Personas
This technique allows designers to identify
thebasic target characteristics, using
fictitious profiles which represent real
user features.

16. Design
Concept
Design
Brainstorming
System map
Scenarios
Storyboard
-Create logic models which provide a clear picture of whole project.
Through these tools will be possible to understand all the interactions,
flows and logical process into the service.

17. Idea Generation
The design phase can start when the
requirements analysis is done, identifying - Solutions
problems and the consequent opportunity
to intervention.
- Interaction
In this step is important to take take in - Logic
consideration possible solutions.
Basically turning limits into opportunities - System
and than into solutions.
Scenarios
With this technique is possible to simulate
the solutions taken into account.
Building a hypothetical scenario but
plausible where the interaction of the
different actors are involved.
In this way is tested the logic process.

18. Implementation
Testing
Implementation
Prototyping
- Implement changes and monitor the process with the staff
and users.

19. Prototyping
In some cases it may be useful to make
prototypes that represent examples
or functioning models that simulate
- Prototypes
solutions adopted. - Monitoring
Through these prototypes is possible to
test its validity. - Utilities
- Validity
Monitoring
After the implementation phase, is necessary
to test the new service features, both with
users with the service provider.
In this way can be evaluated some
requirements like usefulness and usability
in all the touchpoints which build up the
service.

20. - Thanks -
Francesco Sardu - 2012 - Creative Commons