Service design101
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This document provides an introduction to service design, including definitions, differences from user experience design, common tools and methods, and resources for learning more. Service design is described as holistic and focusing on the entire service and organization behind an experience, rather than individual touchpoints. It may include non-digital channels and journeys from multiple perspectives. Common tools include personas, stakeholder mapping, customer journey maps, desktop walkthroughs, service blueprints and more. The document lists agencies doing service design work and recommends books and websites for additional resources.
Service design101
- 2. Linnea Linn Vizard Service Design Toronto servicedesigning.org/cities/toronto groups.google.com/forum/#!forum/service-designing-toronto
- 8. services governance . health . elections sanitation . education . energy communications . justice . transit
- 9. How is Service Design di鍖erent from UX?
- 10. One designs the interface of the experience and the other the service and organization behind it. Oliver King - Engine
- 11. Service design is holistic while UX tends to focus on one touchpoint at a time. Service design describes cross channel experiences or journeys from multiple points of view. UX tends to focus on the user Service design may or may not include digital channels or touchpoints. UX tends to focus on digital products.
- 14. What are the tools of Service Design?
- 15. Service Design Tools Personas Desktop Walkthrough Storyboard Service Prototypes Stakeholder Mapping Co-Creation Contextual Inquiry Story Telling Cultural Probes Service Blueprints Customer Journey Maps Customer Lifecycle Maps Business Model Canvas Swim Lane Journey Maps
- 16. Personas - Fictional pro鍖les representing a user group. - Based on research. -Shift focus away from demographics, towards wants and needs of real people. This is Service Design Thinking
- 18. Stakeholder Mapping - Visual or physical representation of various groups involved with a particular service. - Interplay between groups can be analyzed. - Shared interests can cluster stakeholders. This is Service Design Thinking
- 20. Customer Journey Map - Vivid but structured visualization of a service users experience. - Touchpoints are de鍖ned. - Overview of factors in鍖uencing the experience from a users perspective. This is Service Design Thinking
- 22. Desktop Walkthrough - Small scale 3-D model of a service environment. - Simple models are built with Lego, cardboard and sketching. - Iterative analysis of the situations depicted - allowing for assessment and co-development. This is Service Design Thinking
- 24. Service Blueprint - A visual schematic to specify and detail each individual aspect of a service. - Produced collaboratively to create shared awareness of each teams responsibilities. - Provide a roadmap for actual service delivery. This is Service Design Thinking
- 27. Forrester report The State of Service Design 2013 identi鍖ed: - 70 EMEA agencies - 35 North American agencies - 8 Canadian agencies http://www.forrester.com/The+State+Of+Service+Design+2013/fulltext/-/E-RES108541
- 28. Where can I learn more?
- 29. Service Design Resources This is Service Design Thinking - Stickdorn, Scheider Service Design Polaine, Lovlie, Reason servicedesigntools.org servicedesigntoolkit.org smaply.com thisisservicedesignthinking.com service-design-network.org