A design approach that fits on a slide.
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This document outlines three toolkits for service design: Sense, Understand, and Act. The Sense toolkit uses empathy methods like observing and interviewing customers to understand their perspectives. The Understand toolkit structures customer insights into a journey map to analyze their experience. The Act toolkit develops visions of an ideal customer experience, then brainstorms ideas and tests prototypes to achieve those visions. It concludes by detailing the new service in a blueprint. Overall, the toolkits provide a process to understand customers, develop an improved vision for their experience, and build and test prototypes to realize that vision.
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A design approach that fits on a slide.
- 1. 3 Toolkits for Service Design Sense Understand Act Distinct Thinking Caspar Siebel 2011
- 2. Products in Service Design? m er ce r s to rvi de Cu Se ovi pr Within Service Design the “product” consists of what happens between customer and service provider. Let us call it interaction. Understand the product er ld er ce r rvi de t om e ho er Se ovi us t ak s ig n pr C S De Understanding the product means understanding what happens between the Customer, Service provider and other Stakeholders.
- 3. e process at a glance Understand people { } Insights Customer Journey Structure in Journey Create Vision { }Ideas Combine to concept { } Service Blueprint Build prototypes Test Detail in blueprint
- 4. Sense
- 5. Empathy methods Empathy methods help people understand other people. Help the Service provider understand the Customer. Help the Stakeholder understand Service provider and Customer. Help the Designer understand interactions between Service provider, Stakeholder and Customer.
- 6. Empathy methods II Note down what Watch people Ask people Talk to people Act like people Use your own service { seems intersting.
- 7. Understand
- 8. Structuring insights We write down all generated insights. Now we structure them { in a Customer Journey Map. The Customer Journey structures the customers experience into small steps. Customer journey map
- 9. e customer journey We worked out which interactions happen in each step in the customers journey. We have insights on these interactions to evaluate them.
- 10. Developing a vision For each step we work out what an ideal interaction would be. This ideal state we call visions. Visions - ideal states
- 11. Act
- 12. Brainstorming Brainstorming We look for ideas how to achive the visions. { Vision Ideas
- 13. From Idea to concept Several ideas form one concept. This process can be structured through methods like clustering, matrixes or force fit. { Ideas Concept
- 14. Testing the idea We build physical prototypes of our concept. We test it on stage. We test it in real life. We test it anywhere we can and improve it. Concept Prototype
- 15. e nal product Finally we detail the product in a service blueprint. We set a frame what Customer and Service provider experience. Service Blueprint We define in which situation people meet and through which objects they interact.
- 16. All in one Understand people { } Insights Customer Journey Structure in Journey Create Vision { } Ideas Combine to concept { } Service Blueprint Build prototypes Test Detail in blueprint
- 17. Want to use this? caspar@distinct-thinking.com blog.distinct-thinking.com