Service Design

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Information about Service Design
Design

Published on December 26, 2013

Author: bestcico

Source: slideshare.net

Description

/ service definition
/ service design approach
/ service design methodologies & tools
/ future challenges

SERVICE DESIGN INTRODUCTION SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

INDEX / Service Definition / Service Design Approach / Tools & Methodologies SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

WHAT IS A SERVICE? From the latin etymology "Servitium" means any activity or performance provided by a person for the benefit to another. -T. Levitt, 1985 - SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

SERVICE FEATURES / Intangibility / Flexibility / Owned by provider / Based on the time flow / Unstable demand SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

WE ARE SURROUNDED BY SERVICES SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

EVERY DAY WE MAKE CHOICES retail banking hospitality entertainment logistic security mobility insurance SINNERSCHRADER RADICAL RELATIONSHIPS healthcare PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

EVERY DAY WE MAKE CHOICES GDP of developed countries is based on servicesservice companies believe to provide a good users satisfied +75% SINNERSCHRADER RADICAL RELATIONSHIPS *source: Forrester -The Customer Experience Index, 2012 " PROJECT: SD LECTURE 80% AUTHOR: FRANCESCO SARDU 8% DATE: 18/12/2013

PRODUCT VS SERVICE Production Product Service Utilization SINNERSCHRADER Production Utilization RADICAL RELATIONSHIPS PROJECT: SD LECTURE IN SERVICES THE LINK BETWEEN THE PRODUCTION AND DELIVERY OR UTILIZATION IS STRITCLY CONNECTED. THAT MEANS MORE INTERACTIONS TO TAKE CARE DURING THI STAGE. AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

CONSIDER TOUCHPOINTS SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

signboard window staff get access cash desk receipt bag uniform goods SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

SERVICE PHASES Get Access SINNERSCHRADER / RADICAL RELATIONSHIPS Engagement PROJECT: SD LECTURE / Delivery / AUTHOR: FRANCESCO SARDU Post Service DATE: 18/12/2013

SERVICE & EXPERIENCE DESIGN int era gr Co m cti aph mm an m on ic un ag ar soc de des ica em ket iol sig ig tio en ing og y n n n t SERVICE DESIGN IS AN INTERDISCIPLINARY APPROACH THAT COMBINES DIFFERENT METHODS AND TOOLS FROM VARIOUS DISCIPLINES FOCUSED ON THE CREATION OF WELL THOUGHT THROUGH EXPERIENCES, USING TANGIBLE AND INTANGIBLE MEDIUMS IT PROVIDES BENEFITS TO THE USER EXPERIENCE *Service Design is essential in a knowledge drive economy -The Copenhagen Institute of Interaction Design- SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

THREE LEVELS OF INVESTIGATION dematerialization mobile Technology real / virtual Context needs / expectations Users SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

INTERACTION FLOW THE SERVICE IS INTENDED AS A SERIES OF ACTIVITIES, OR INTERACTIONS PLACED IN SERIES... EXPLORING EACH STEP ALLOW TO HAVE A HOLISTIC PICTURE ABOUT THE WHOLE SYSTEM SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

HOLISTIC VISION SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

HOLISTIC VISION BACKSTAGE provider FRONT STAGE users SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

EMOTIONAL ASPECTS "FOR THE HUMAN BEHAVIOR IT'S EASIER TO HAVE FEELINGS TO A PRODUCT THAT COULD BE OWNED" - D. Saffer - Service Service + Experience Product Product SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

FINAL GOAL / PLAN / UNDERSTAND NEEDS / TURN LIMITS INTO OPPORTUNITIES / CHANGE THE CURRENT SITUATION WITH SOLUTIONS = REDUCE COMPLEXITY, IMPROVE USABILITY, PROVIDE GOOD EXPERIENCE SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

METHODOLOGIES & TOOLS VISUALIZE THE DIFFERENT STAGES OF DEVELOPMENT AND SOLUTION INVOLVING ACTORS IN A COMPLEX INTERACTION PROCESS. DEFINE SINNERSCHRADER UNDERSTAND RADICAL RELATIONSHIPS DISCOVER PROJECT: SD LECTURE DESIGN DELIVER AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

METHODOLOGIES & TOOLS DEFINE UNDERSTAND DISCOVER DESIGN DELIVER FIND & LEARNING... ABOUT THE CONTEXT BENCHMARK ACTIVITY : / Competitors Analysis / Mission And Goals / Market Positioning SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER DESIGN DELIVER MOODBOARD SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER DESIGN DELIVER REQUIREMENTS ANALYSIS Cutomer Research : / Obeservation / Interview / Survey Online SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER JOURNEY MAP SINNERSCHRADER DESIGN DELIVER Stekeholders Map RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER DESIGN DELIVER VISION AND STRATEGY Evaluate Limits / Opportunities / Analyse Touchpoints / User Expectation - Needs / System logical process SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND EXPECTATION MAP SINNERSCHRADER RADICAL RELATIONSHIPS DISCOVER PERSONAS MAP PROJECT: SD LECTURE DESIGN DELIVER OPPORTUNITY MAP AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER DESIGN DELIVER DEVELOPING THE CONCEPT Adapt new solutions considering effects - consequences / Define strategies and user target / Create logic models - service system SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND SYSTEM MAP SINNERSCHRADER DISCOVER BLUEPRINT MAP RADICAL RELATIONSHIPS PROJECT: SD LECTURE DESIGN DELIVER SCENARIO AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER DESIGN DELIVER IMPLEMENTATION Evaluate the process with the staff and users. / Prototyping / Monitoring / Usability Test SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND MOCK UP SINNERSCHRADER DISCOVER SERVICE PROTOTYPE RADICAL RELATIONSHIPS PROJECT: SD LECTURE DESIGN DELIVER EXPERIENCE PROTOTYPE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

BENEFITS USER / Usability / No frustrations / Good experience SINNERSCHRADER PROVIDER / Reduce risks / Save money / To be the first on the market RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

FUTURE CHALLENGES EVERY WE ARE SHARING DATA THAT TELL OUR STORY: WHAT WE LIKE, WHERE, WITH WHO AND WHY... GIVE DIRECTION TO THIS CHAOS AND USE ALL THIS DATA IN ORDER TO PROVIDE SMART SERVICES. SAVING: / TIME / EFFORT / RESOURCES SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

THANK YOU... SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

EXAMPLES / TOOLS SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

EXAMPLES / TOOLS WORK POSTER Blueprint You can use this poster for: STEP 2 DESIGNING THE NEW SERVICE A > Finding ideas together STEP 3 PROTOTYPING USER What does the customer do? TOUCHPOINTS What are the moments and places the customer gets into direct contact with your service? SERVICE DIRECT CONTACT What do your staff actually do? BACK OFFICE What do your staff actually do? MEANS AND PROCESSES What else is involved? www.servicedesigntoolkit.org © Namahn and Yellow Window Service Design SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

EXAMPLES / TOOLS swot WORK POSTER You can use this poster for: STEP 1 RESEA R CH S T R ENGTHS WEAKNESSES Internal factors that contribute to create value A > Framing the project Internal factors that decrease value + – INTE R NAL INTE R NAL OPP OR TUNITIES T HR EATS External factors positively + External factors negatively – EXTE R NAL EXTE R NAL www.servicedesigntoolkit.org © Namahn and Yellow Window Service Design SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

EXAMPLES / TOOLS Touchpoint diagram WORK POSTER You can use this poster for: STEP 2 DESIGNING THE NEW SERVICE ATTRACT ATTENTION INFORM USE SUPPORT MAINTAIN How do you create awareness and attract attention for your service? A > Finding ideas together How do you stimulate the customer to take action? How do you respond to customer needs with regard to service provision? How do you handle problems or questions during service provision? How do you enter into a relationship with the customer? www.servicedesigntoolkit.org © Namahn and Yellow Window Service Design SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

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