UX Study 01: What Is Service Design?
1. What is service design?
1) Definitions
Rather than a new independent “field of knowledge,” a new “way of thinking.”
- Mark Stickdorn.
An interdisciplinary field combining design, management, and process engineering,
designing systems and processes based on user needs
so that new social and economic value can be created.
- Copenhagen Institute of Interaction Design.
Service design is the work of developing the work environment, tools, and processes
so that employees can deliver the best service in line with the brand message.
- Continuum.
4P (product, price, promotion, place) + people (service experience)
+ process (work procedure, flow) + physical evidence (environment and tangible evidence).
- Booms & Bitner.
2) Conditions
- User-centric: the customer’s viewpoint + gathering opinions + discovering unconscious needs.
- Co-creation: customers, service providers, stakeholders, service designers.
- Sequencing: like a movie screenplay,
the customer encounters it,
the service provider (stakeholders, service designers) prepares and builds it —
design the flow of the whole service, build prototypes,
iterate and test to see the impact on the customer.
- Evidencing: visualize the intangible service as something tangible.
According to the order of the touchpoints where customer and service meet,
visualize the unseen back-stage roles
so the customer can perceive their (positive) value.
- Holistic perspective: the entire environment of the service must be considered.
Integrate complex technical processes in order to improve customer experience and employee satisfaction
and achieve business goals — so that
different disciplines can collaborate for the company’s success.
3) Creating value through relationships with people (marketing)
Focus on people more than organizations, and find ways for the organization and its stakeholders to co-create value.
It’s an activity centered on everything — from discovering customers, forming and maintaining relationships,
to creating value for both customer and company.
Person-to-person, person-to-product, person-to-organization,
and further, understanding the nature and value of relationships between different organizations.
2. Service designer?
Product.
Graphic.
Interaction.
Social.
Strategic management.
Operations management.
Design ethnography.
4. MY
B2B: political — consulting, strategy, BP, innovation, management, organizational culture/structure/value, process, 4P.
: work environment, organization, employee satisfaction, pricing and transactions…
B2C: 1) driven — branding, design, packaging, VMD, differentiation, service, CRM, A/S.
: improving the perception the customer feels, customer management (relationship, value creation).
2) convergent — UX, persona, FIG, interface, HCI.
: customer experience, value, needs…
* Service design (holistic perspective / problem)
= consulting (inside the company) + customer reflection (UX) + implementation (inside the company, between partners).
* Daily UX
Just as we think and act to deliver to the customer (individual’s work activity),
apply that same style to your own daily life —
i.e., apply a UX-style pattern to the entire work schedule and the people associated with it.
5. What our company says (demands) — or the reality —
= changes to project methods and processes.
