Would you like service design with that? Presented by Suze Ingram at Web Directions South
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Transcript of Would you like service design with that? Presented by Suze Ingram at Web Directions South
![Page 1: Would you like service design with that? Presented by Suze Ingram at Web Directions South](https://reader033.fdocuments.in/reader033/viewer/2022051815/53f0e21a8d7f72104c8b46ef/html5/thumbnails/1.jpg)
Would you likeservice design with that?
![Page 2: Would you like service design with that? Presented by Suze Ingram at Web Directions South](https://reader033.fdocuments.in/reader033/viewer/2022051815/53f0e21a8d7f72104c8b46ef/html5/thumbnails/2.jpg)
We’ve all had bad service experiences
![Page 3: Would you like service design with that? Presented by Suze Ingram at Web Directions South](https://reader033.fdocuments.in/reader033/viewer/2022051815/53f0e21a8d7f72104c8b46ef/html5/thumbnails/3.jpg)
Service design makes better services
![Page 4: Would you like service design with that? Presented by Suze Ingram at Web Directions South](https://reader033.fdocuments.in/reader033/viewer/2022051815/53f0e21a8d7f72104c8b46ef/html5/thumbnails/4.jpg)
What is service design?
Why care
Similarities
Methodology
Skills needed
Pitching
I’m going to talk about…
![Page 5: Would you like service design with that? Presented by Suze Ingram at Web Directions South](https://reader033.fdocuments.in/reader033/viewer/2022051815/53f0e21a8d7f72104c8b46ef/html5/thumbnails/5.jpg)
customer Service provider
EffectiveEfficientDistinctive
UsefulUsable Desirable
What is service design?
![Page 6: Would you like service design with that? Presented by Suze Ingram at Web Directions South](https://reader033.fdocuments.in/reader033/viewer/2022051815/53f0e21a8d7f72104c8b46ef/html5/thumbnails/6.jpg)
Some service design examples…
Banking + insurance bundle
![Page 7: Would you like service design with that? Presented by Suze Ingram at Web Directions South](https://reader033.fdocuments.in/reader033/viewer/2022051815/53f0e21a8d7f72104c8b46ef/html5/thumbnails/7.jpg)
Service design is all about…
The customer’s point of view
![Page 8: Would you like service design with that? Presented by Suze Ingram at Web Directions South](https://reader033.fdocuments.in/reader033/viewer/2022051815/53f0e21a8d7f72104c8b46ef/html5/thumbnails/8.jpg)
Service design is all about…
Interactions
Jenny
Newspaper ad
Visit website
Phonestore
Visitstore
Receive phone call
Delivery
![Page 9: Would you like service design with that? Presented by Suze Ingram at Web Directions South](https://reader033.fdocuments.in/reader033/viewer/2022051815/53f0e21a8d7f72104c8b46ef/html5/thumbnails/9.jpg)
Service design is all about…
Positive experiences
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Service design is all about…
Understanding customers
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Why the world wants service design
Demandingcustomers
Companiesalready use
service design
Economy is changing
It’s growing
Delivers innovation
![Page 12: Would you like service design with that? Presented by Suze Ingram at Web Directions South](https://reader033.fdocuments.in/reader033/viewer/2022051815/53f0e21a8d7f72104c8b46ef/html5/thumbnails/12.jpg)
…only
of their customers
agree
8%of companies think they
offer a superior service…
80%
Why the world wants service design
http://www.bain.com/bainweb/PDFs/cms/Public/BB_Closing_delivery_gap.pdf
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User-centred
Similarities between designing for online interaction and designing for services
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Intangible
Similarities between designing for online interaction and designing for services
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Methods and techniques
Similarities between designing for online interaction and designing for services
![Page 16: Would you like service design with that? Presented by Suze Ingram at Web Directions South](https://reader033.fdocuments.in/reader033/viewer/2022051815/53f0e21a8d7f72104c8b46ef/html5/thumbnails/16.jpg)
Service design methodology
ImplementDiscovery Design Test
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Service design methodology
ImplementDiscovery Design Test
![Page 18: Would you like service design with that? Presented by Suze Ingram at Web Directions South](https://reader033.fdocuments.in/reader033/viewer/2022051815/53f0e21a8d7f72104c8b46ef/html5/thumbnails/18.jpg)
Service design methodology
ImplementDiscovery Design Test
![Page 19: Would you like service design with that? Presented by Suze Ingram at Web Directions South](https://reader033.fdocuments.in/reader033/viewer/2022051815/53f0e21a8d7f72104c8b46ef/html5/thumbnails/19.jpg)
Service design methodology
ImplementDiscovery Design Test
![Page 20: Would you like service design with that? Presented by Suze Ingram at Web Directions South](https://reader033.fdocuments.in/reader033/viewer/2022051815/53f0e21a8d7f72104c8b46ef/html5/thumbnails/20.jpg)
Service design methodology
ImplementDiscovery Design Test
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Has your team got the skills?
Experience in design research
People who design for
people
Peopletrained toobserve
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Pitching service design
• Large service providers looking to differentiate
• Energetic and agile management teams
• Reactively developed services
• New focus on customer experience
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Public service design
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Quick recap…
What is service design?
Why care
Similarities
Methodology
Skills needed
Pitching
![Page 25: Would you like service design with that? Presented by Suze Ingram at Web Directions South](https://reader033.fdocuments.in/reader033/viewer/2022051815/53f0e21a8d7f72104c8b46ef/html5/thumbnails/25.jpg)
Service Design Network
Service design drinks
Service Design Camp 2010
Service Design Hub
What next?
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“Keep the change”- IDEO http://www.ideo.com/work/featured/bofa
“Banking + Insurance bundle” – live|work http://www.livework.co.uk/our-work/gjensidige-start-package
“Virgin Atlantic check-in” - http://www.v-flyer.com/pages.asp?pageid=264
“Talk to front line staff” http://www.flickr.com/photos/markhillary/3309490947/
“Shadowing customers” http://www.flickr.com/photos/dlytle/3106056074/
“Customer journey map” “THE TRAINRIDE” by 31Volts http://www.servicedesigntools.org/tools/8
“Co-design sketching” – UK Design Council http://www.servicedesigntools.org/tools/34
“Co-design brainstorming” – Engine Service Design http://www.enginegroup.co.uk/projects/pcs_page/engaging_fathers
“Design storyboard” – Thinkpublic http://thinkpublic.com/news/
“Miniature prototyping” – Stby for T-Mobile http://www.servicedesigntools.org/tools/21
“Life-size prototypes” – IDEO for 1ST SOURCE BANK http://www.servicedesigntools.org/tools/18
“Hotel room prototype” - IDEO for Marriott http://www.ideo.com/work/featured/marriott
“Service blueprint” – Live|work for Gjensidige Insurance http://www.livework.co.uk/our-work/gjensidige-start-package
“Service blueprint for a clinic” - http://www.servicedesigntools.org/tools/35
Image and photograph attributions