Service Design takes UX further by involving more stakeholders and understanding their emotional journeys and reactions to a product or service. Learn more at http://www.softwebsolutions.com/resources/webinar-on-deep-dive-into-service-design.html

1. Deep Dive
Into Service Design
PRESENTED BY HEATHER MADDALOZZO

2. Who am I?
Heather Maddalozzo
Senior Project Coordinator
Softweb Solutions
UIUX Lead, Project Coordinator,
Account Manager, Design Lead

3. What is Service Design?
There is no “one” definition for Service Design,
as it is an evolving approach and there is no
clearly articulated language of service design.
Source: This is Service Design Thinking, Wiley.com
Though, a way to describe it is simply “Service design is a
method for improving the quality of your service.”
But does that really mean?

4. What is Service Design?
Here are a couple of definitions I think really encompass what Service Design is today.
“Service Design as a practice generally results in the design of systems and
processes aimed at providing a holistic service to the user.”
The Copenhagen Institute of Interaction Design, 2008
“Service Design is a holistic way for a business to gain a comprehensive, empathic
understanding of customer needs.”
Frontier Service Design, 2010
Source: This is Service Design Thinking, Wiley.com
“Designers look holistically at a service experience and map out all aspects of it,
looking for points at which the service fails or delivers a sub-optimal experience
as well as opportunities to inject delight or surprise.”
https://www.marketingmag.com.au/hubs-c/service-design-marketers-care/

5. Service Design Beginnings
Service Design has been around for a few decades, and is utilized heavily by marketers
and managers.
In 1991, service design was first introduced as a design discipline by Prof. Dr. Michael
Erlhoff[1] at Köln International School of Design (KISD).
Service Design plays an important part in all industries, becoming more heavily
integrated into business processes to this day.
There are several conferences, education outlets and interactive workshops across the
country that educate business on the benefits of Service Design.
Source: https://en.wikipedia.org/wiki/Service_design

6. Service Design Beginnings
Source:http://www.cooper.com/journal/2014/07/service-design-101
Service Design has become even
more prevalent within the
processes of development life
cycles of projects, services and
products of businesses.
Service Design is an over-arching
and holistic concept that
continues throughout the journey
of all stakeholders, whether as
working in the background or at
the forefront.

7. Service Design Influences
When thinking about the entire Service Design process, there are some key
influences that I believe are taking part right now.

8. Service Design and UX
With good User Experience in any project, we need to understand
the importance of the Service Design Process.
Service Design and UX have a certain synergy with each other.
While UX is about designing better experiences for users, Service
design is about improving businesses with many stakeholders
overall, something that UX designers ultimately achieve (or want
to achieve) with good UX anyway.

9. Usability
The Importance of Usability
It’s easy to focus on business goals, the fancy features of a
product or software, and the technological capabilities of that
product - but what about your users?
How your users react, behave and use your product is sometimes overlooked in some
business models – or worse, not even considered at all.
http://www.brainsins.com/en/blog/marketing-techniques-for-ecommerce-v-usability-and-ux/3126

10. Service Design & Marketing
Service Design has always worked directly
with Marketing, and lately this
partnership has become a necessity.
Ultimately, marketers need to understand
all the evolving, complex touch-points
involved in the customer life cycle. This is
where service design saves the day.
With Service Design, Marketers can create and
maintain value among audiences far beyond the limits
of what’s being sold.
Source:https://www.marketingmag.com.au/hubs-c/service-design-marketers-care/

11. Service Design & Marketing
For Marketers, Service Design helps deep dive into the
customer experience to strengthen those customer
relationships with a businesses’ brand –
which Marketers are constantly striving for – thus
making Service Design and Marketing a match made in
heaven.
Source: https://www.marketingmag.com.au/hubs-c/service-design-marketers-care/

12. Tools of Service Design
PERSONAS
Keep a database of typical users across multiple projects.
STAKEHOLDER MAPS
Visualize the relationships between Stakeholders in your system.
JOURNEY MAPS
Create maps of the journeys your personas experience.
EMOTIONAL JOURNEYS
Every touch point evokes positive or negative emotion.
DRAMATIC ARCS
Experiences depend on dramaturgy.
SMAPLY

13. Tools of Service Design

14. Tools of Service Design
INVISIONAPP – Prototyping tool

15. Principles of Service Design
With Service Design, growth
and development of design
services are key.
Ultimately, the shared
experiences of the users help
understand and build a
better and more cohesive
experience.
Source: This is Service Design Thinking, Wiley.com

16. 1. User-Centered
Source: This is Service Design Thinking, Wiley.com
Services should be experienced through the
customer’s eyes.
By gaining a genuine understanding of the customer, the service designer can slip
into a customer’s shoes and understand their individual service experience in its
wider context.
A user-centered approach to
service design offers a common
language we can all speak; the
services user’s language.

17. 2. Co-Creative
There are more than just one customer
group in service design, and each group
possesses different needs and expectations.
Source: This is Service Design Thinking, Wiley.com
Everyone has a stake in creating, providing and consuming a service; such as
managers, marketers, engineers, designers and front-line staff and of course,
customers. They all need to be involved in the process of creating, proto-typing and
testing; this is called co-creation.
During a service design process, we need to
involve customers as well as all other
stakeholders involved in exploring and
defining the service proposition.

18. 3. Sequencing
The service should be visualized as a
sequence of interrelated events.
Basically, Sequencing maps out a service from start to finish, from the moment a
person thinks about buying an Smart Phone, to setting up the Smart Phone, to
surfing the web or app store, and then to buying your product on their mobile
device. It’s a story. The person, Smart Phone and your product all lived happily
ever after. The End.
Like a movie analogy, service
design thinking deconstructs
service processes into single
touchpoints and interactions.
Touchpoint interactions take place human-
human, human-machine, and even
machine-machine, but also occur indirectly
via third parties (reviews online, print from
customers, etc.

19. 4. Evidencing
Intangible services should be visualized in the
terms of physical artifacts.
Source: This is Service Design Thinking, Wiley.com
If the user knows the inherent story of a service or product, the results can bring about a
deeper appreciation by the experience they are having, like seeing behind the scenes of a
movie. Visualizing these user stories from all perspectives can shed a better light on the
efforts that go into a service, thus strengthening that user experience.
In service design, making evidence out of
intangible services is basically prolonging the
experience after it occurred; such as triggering
those memories of the service in a post-
service period. For example, a customer keeps
items from staying at a hotel room like soap
bottles or towels. Or a customer gets a survey
after getting their car repaired.

20. 5. Holistic
The entire environment of the service should be considered, like The Big Picture of
the event.
Source: This is Service Design Thinking, Wiley.com
The Environment of a service is different and indicative of that service provider. The culture of
where the service is taking place has an impact on your customers too, thus adding a more
abstract, yet sensory aspect to the user experience.
The system design of an
organization, its inherent
culture, values and norms as
well at its organizational
structure and processes are
important issues for design of
services.

21. Service Design Overview
Obviously, in any project, users of different roles bring certain inputs to the project. Not
all of these roles are alike, of course, and with service design we can assess how each
person impacts the project, from their opinions to their contributions.
In determining their impacts further, these personas undergo stakeholder interviews to
better define the user experience of the project.
Source: This is Service Design Thinking, Wiley.com

22. Stakeholder Maps
Source: This is Service Design Thinking, Wiley.com
With Stakeholder Maps, by visual representation we
can identify all the various groups involved with any
service involved in the project.
Ultimately, by interviewing all these stakeholders, we
can create a comprehensive view of the contributions
of these stakeholders, which shape the overall project,
thus improving the engagement through the project
lifecycle.
It is important to map the mood and
feelings of all stakeholders throughout the
service journey.

23. Service Design
Consequently, the more we know about each persona and their services to the
project, the better we can map out the intricacies of these relationships - to
create the best user experience for all involved in the project.

24. Defining Personas
For example, a President, a marketing professional, a sales person, and a
customer have different point of views toward a company website which is not
mobile friendly…
President of
Company A
Marketing
Director
Sales
Person
Regular
Customer
“Our website was
designed 5 years ago. Still
looks great. Re-designing
it for mobile would cost
too much. Our product
sells itself and has nothing
to do with the site.”
“Our website could use a
major update. I can’t even
show people how it looks
on my phone. We should
design it to keep up with
our competitors but the
President will never agree
because he’s too old
fashioned…”
“I wish I could show my
customers this website,
and even score new
customers, but I have to
pinch and stretch the
screen just to see the text.
I can’t show anybody this
outside the web. I’d sell
more if I could just use my
mobile.”
“I like Company A’s
products, but sometimes I
can’t wait to order until I
get in front of a computer.
I wish I could order on my
iPhone. Company B,
however, has the same
product on mobile, and is
more convenient.”

25. By interviewing all stakeholders in the process of
your service, you discover what works and what
doesn’t from your employees to your customers.
Knowing all inputs from your stakeholders in full
depth can optimally define the user experience to
create a more successful project and/or service.
Source: This is Service Design Thinking, Wiley.com
Use Cases

26. Customer Journey Maps
A customer journey map
provides a vivid but
structured visualization of a
service user’s experience.
The touchpoints where the
users interact with the
service are often used in
order to construct a
“journey” – an engaging
story based upon their
experience.
Source: This is Service Design Thinking, Wiley.com
A typical customer journey map is shown to be multi-channel and time-based.

27. Dramatic Arcs
Source: http://servicedesign.smaply.com/journey-maps
Within the journey mapping are Dramatic Arcs, a graph showing the level of
engagement at each touchpoint.

28. Stakeholder Motivations
In service design we explore to gain an in-depth understanding of the stakeholders.
Ways service design explores stakeholders of the project:
 Interviews
 The Five Whys to establish links between root causes and problems
 Cultural Probes
 Mobile Ethnography (Using mobile to interact within a service)
 Visualizing user routines (A day in the life)
 Expectation maps
 Personas (perspectives on a service)
 Brainstorming sessions
 What if? Scenarios (and looking to the future)
 Design (user) Stories
 Storyboarding
 Using Models as a small scale environment (to test)
 Service Prototypes
 Service Staging
Source: This is Service Design Thinking, Wiley.com

29. Agile Development
With all stakeholder interviews and journey maps gathered, Agile development is next
in the process, with Service Design making it stronger than ever.

30. Service Design Summary
Service design is an iterative method developed by DesignThinkers of design thinking
methodologies to build a culture of trust and adaptability. It is an effective way to gain
insights and improve your customers’ experiences.
Here are some points that simplify the process:
 Context and stakeholder mapping
 Personas
 Emotional Customer Journeys
 Creation
 Introducing the priority grid
 Co-creation: developing solutions with customers
 Reflection: Solution service blueprint
 Implementation: The real moment of truth
In essence, Service Design brings knowledge, already embedded in the
organization, to the surface and makes explicit what is implicitly already there.
Service Design never leaves a project, it is always there, working at all facets in
the background.
Source: This is Service Design Thinking, Wiley.com

31. Great Service Design Resources
History of Service Design
https://en.wikipedia.org/wiki/Service_design
http://www.service-design-network.org/intro/
http://www.servicedesigntools.org/
http://www.servicedesigntoolkit.org/
http://thisisservicedesignthinking.com/
http://www.cooper.com/journal/2014/07/service-design-101
http://www.servicedesignbooks.org/
http://liveworkstudio.com/themes/service-design/
Usability and Service Design
http://www.usabilitycounts.com/2013/05/13/service-design-for-ux-designers/
http://www.servicedesigntools.org/tools/10
https://uxmag.com/articles/taking-service-design-into-the-field
http://ux.stackexchange.com/questions/73868/what-is-the-difference-between-ux-design-and-service-design
https://www.quora.com/How-do-you-describe-the-difference-between-UX-and-Service-Design
Marketing and Service Design
http://www.edenspiekermann.com/magazine/is-service-design-the-new-marketing
https://uxmag.com/articles/service-design
https://www.marketingmag.com.au/hubs-c/service-design-marketers-care/
http://mediabuzz.com.sg/asian-emarketing?catid=0&id=1685
http://qualiaagency.com/services
http://magazine.startus.cc/marketing-vs-design-thinking-lessons-learned/
http://magazine.startus.cc/design-thinking-from-shareholders-to-the-5-whys/

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