Service & Experience Design

a brief introduction...

Service Definition

From the Latin "Servitium" means anyactivity or performance

provided by a person for the benefit to another.-T. Levitt,1985-

Production

Utilization

Product

Product VS Service

Production

Utilization

Service

In Services the link between theproduction and delivery or utilizationis stritcly connected.That means more interactions to takecare during this stage.

Service Features

At the end of any performanceit must ensure

a Final Result

Interaction

Exchanges

Activity

Relations =Service

Service & Experience Design

marketing

graphic design

interaction design

management

sociology

Communication

Service Design is an interdisciplinary approach that combines different methodsand tools from various disciplines:

Focused on the creation of well thought throughexperiences, using tangible and intangible mediums.It provides benefits to the to the end user experience, such as retail, banking, transportation, healthcare ecc.

“Service Design helps toinnovate or improve

services.Making them more useful,

usable and desirable”Service Design is essential in a knowledge drive economy -The Copenhagen Institute of Interaction Design-

How service design works

Iterative process"Design means to translate problems

into opportunities"-D. Saffer-

See, Hear, Smell, Touch and Taste the physical manifestation of services.

Creation

Reflection

Implementation

Requirements analysis

Evaluation

PrototypingIdea Generation

DesignLoop

A series of actions ...

The Service is intended as a series of activities.As each frames forms a movie.

Service & Experience Design breaks down the process in order to understand limitations and to discover new opportunities.

Three levels of goal

Useful

Usable

Desirable

User Values

Business Values “I need

it”

“It’s easy to use”

“I wanna it”

Methodology

Define Understand Discover Design Implementation

Context

Benchmarking

Requirements Analysis

Vision and Strategy Concept Testing

Branding

Customer Jorney mapStakeholder map

Service SafarisUser Centred DesignInterviewCo - CreateOffering mapPersonas

BrainstormingSystem mapScenariosStoryboard Prototyping

Define

- Research on the context, actors and positioning of the service.

- Highlighting the values and history into the serice.

Define

Context

BenchmarkingBranding

Working on the service identity:

Combining elements from the original mission with the new objectives.Building a coherent and credible reputation that reflects these values through theservices.

Branding

BenchmarkingResearch and Comparison of similar services, cases, business models ecc.in order to understand who are the actors involved, limits, opportunities and service offer positioning.

- Similar services- Competitors- Positioning- Target

Understand

- Explore the service during its process operation in order to evaluate limits and opportunities.- Analyze the Touchpoints.

Understand

Requirements Analysis

Customer Jorney mapStakeholder map

Service SafarisInterview

Look the service since its early stages in orderto define any limits and opportunities.

Document service issues from asystem and user point of view.

Service Safaris

Journey MapIt's a visual map that represents the user ex-perience path within the service.

Documents the issues from a focused user perspective.

- Observe- Document- Touchpoints- User Experience

Discover

- Define strategies and user target.- Adapt new solutions, considering effects and consequences.

Discover

Vision and Strategy

User Centred DesignCo - CreateOffering mapPersonas

This approach involves directly the user during the main design phase, in order to better understand his interaction with the service.Through his behavior, character,social context etc.. In this way can be possible to collectqualitative information about his experience.

UCD(User Centered Design)

PersonasThis technique allows designers to identify thebasic target characteristics, usingfictitious profiles which represent real user features.

- Context- Problems- Needs- Goals

Design

-Create logic models which provide a clear picture of whole project.Through these tools will be possible to understand all the interactions, flows and logical process into the service.

Design

Concept

BrainstormingSystem mapScenariosStoryboard

Research and Comparison of similar services, cases, business models ecc.in order to understand who are the actors involved, limits, opportunities and service offer positioning.

The design phase can start when the requirements analysis is done, identifying problems and the consequent opportunity to intervention.In this step is important to take take in consideration possible solutions.Basically turning limits into opportunities and than into solutions.

Idea Generation

ScenariosWith this technique is possible to simulate the solutions taken into account.Building a hypothetical scenario butplausible where the interaction of the different actors are involved. In this way is tested the logic process.

- Solutions- Interaction- Logic- System

Implementation

- Implement changes and monitor the process with the staffand users.

Implementation

Testing

Prototyping

After the implementation phase, is necessary to test the new service features, both with users with the service provider.In this way can be evaluated somerequirements like usefulness and usabilityin all the touchpoints which build up the service.

Prototyping

Monitoring

In some cases it may be useful to makeprototypes that represent examples or functioning models that simulate solutions adopted.Through these prototypes is possible to test its validity.

- Prototypes- Monitoring- Utilities- Validity

This technique allows designers to identify thebasic target characteristics, usingfictitious profiles which represent real user features.

Francesco Sardu - 2012 - Creative Commons

- Thanks -