1. Services Design for People (Paper #innovación
Parque de 7 )
by Rafael Zaballa La Salle Innovation Park of Services for People
Geneva 19.2.2010
1
IESS 1.0
La Salle Parque de Innovación de Servicios para las Personas

2. From the Book by Prof. John Heskett “Design, a Very Short Introduction”
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3. “Designing is a structured working process to create objects,
images, spaces, services and innovative entrepreneurial
strategies. Designing is defining the structural and functional
characteristics and appearance (physical, use, and symbolic
functions as well as psychological aspects) of a product to suit its
mission at maximum effectiveness and efficiency”.
(Fundación Cotec, 2008).
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4. “THE WHOLE PRODUCT”
Perceived
Product
(AP + Subjective intangibles)
Augmented
Product
(RP + warranty + aftersales service
+ delivery conditions)
Real
Product
(BP + brand + packing
labelling + other tangibles)
Basic
Design Product
(idea or basic need
to satisfy)
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5. Utility is a subjective product quality that refers to its capability to solve customers’
needs and therefore it is a measure of product’s perceived value for customer
Possession Utility
Place Utility Time Utility
Information Utility
Form Utility
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6. BUT!
 Services are not possessed
 Services are unstable systems
 Time and place full availability cannot
be guaranteed
It’s the experience!
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7. The Role of Design in Creating the Experience
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8. Traditional Design Perfomance Axes
1. Objects 2. Environments
3. Communication 8
4. Identities
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9. Two (2) more axes for Design Performance
5. People 6. Proceses
Because designing Services is not about how things are going to be, but
how they are going to happen
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10. Service Design Performance Axes
5. People
2. Environments
1. Objects
Services Design
4. Identities
3. Communication
6. Processes
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11. A Framework for Creating Experiences
“A Framework fo Continuous Improvement”
Experiences
Interactions
Contact Points
Procedures
Infrastructures
Design with a bidirectional flow
to reach an efficient service and
satisfactory experiences
Adapted from Peter Merholz (Adaptive Path)
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12. Are we sure we know who our customer is?
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13. Services Design for a Complex World
Interrelated Services (Requires a Systemic approach)
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14. Services Design for a Complex World
Values as a starting point to create Value
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15. Strategic Design
Company Strategy
Shared Knowledge & Values
Infrastructures
Technology and Facilities
Bidirectional Flow
Activitiy
“6 Design Axes”
For how things
will Happen
Marketing
Processes
Products
People
C.S.R.
Stakeholders Interactions
People Systems
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16. “Design is the priceless capability of transforming an idea into
something of value for people and consequently it is the seed for exchange”
SOLUTIONS
T
H
Knowledge
O A
U
G
Values C
T
H
T Values
Skills
I
O
N
NEEDS
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17. Conclusions:
 Design is the step of the innovation cycle that turns the idea into a
value proposal
 We have made the leap from utility to customer experience
 We have marked six axes for Services Design Performance
 Designing Services means giving answers to complexity
 Values are a good starting point to create value (affordable,
adequate, accessible and available services)
 Strategic Design Approach
 Design as an important competitivity asset to be promoted in every
country and region
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