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What is Service design?
The process of making services easy, usable and desirable. It is composed of touchpoints.
What are these touchpoints

16. User Personas
Objectives: Create user characters that represent a wide range of different users.
Method: Compile matching user searches into groups and create archetypes
17. Brainstorming
Can be defined as the process for generating new ideas. It ensures the constant flow of innovative ideas.  Brainstorming must not be done by a large group of people and for a longer period of time. Max no. of people should be 12, and should take no longer than 1 hour per session.
The following are the some useful rules to remember when brainstorming:
• Defer judgement
• Build on the ideas of others
• Focus on the topic
• One conversation at a time
• Encourage wild ideas.

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Tools and Methods for Design Services

User Journey Mapping – Breaks down service, using visual representation (MAP or DIAGRAM) to identify problems or areas requiring improvement. The break down can be achieved through insight methods like safaris and observation, to prevent abstract ideas and get concrete touch points (AWARE, JOIN, USE, LEAVE).

User Diary – Gathers qualitative&in-depth information from customers for improving/innovating service processes over unspecified time period. Collecting general background information of customer, adding photos/video, questions in order to manage the structure of the diary and get more in/depth insights of customer.

Service Safari - A written or visual recording resulting from real word information identifing experiences across multiple service types. Staff and customers are observed while recording the environment and materials to understand how a service is delivered

User Shadowing - Entails observing a user directly to understand their needs. It identifies barriers/opportunities for the service, and the emotions and empathy in the experience. Generally the outcome is a written report supported with photographs, drawings or video.

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3
Discover

Identify the problem, opportunity or needs to be addressed through design

Define the solution space

Build a rich knowledge resource with inspiration and insights. Tools & Methods

User Journey Mapping User Diaries

Service Safari

User Shadowing

Define
• Analyse the outputs of the Discover phase

• Synthesise the ndings into a reduced number of opportunities

• Define a clear brief for sign off by all stakeholders.
Tools & Methods

User Personas Brainstorming

Design Brief

Develop

Develop the initial brief into a product or service for implementation

Design service components in detail and as part of a holistic experience

Iteratively test concepts with end users.

Tools & Methods
Service Blueprinting
Experience Prototyping
Business Model Canvas

Deliver

Taking product or service to launch

Ensure customer feedback mechanisms are in place

Share lessons from development process back into the organisation.

Tools & Methods

Scenarios

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Design methods for developing services:

·      Design

·      Creativity

·      Innovation

·      Shapes ideas

·      Attract costumers

·      Abstract to concrete, visual and tangible things

·      Service

·      Quality

·      Make things desirable

·      Focusing on human stories

·      Test ideas

·      Cheap mock-ups/prototypes

·      Feedback

·      The keeping connected business challenge

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1. Discover phase
Objectives:
Identify problem
define boundaries
build knowledge
Methods:
Service safari/ user diary/ user journey mapping/ user shadowing
2 Define phase
Objectives:
Actionable tasks
Reduced set of problem statements
Methods:
User personas
Design Brief
3. Develop Phase
Developing and testing feedback
Implementation
Business model canvas
Service blueprinting
4. Deliver phase
Launch of product
Final testing
Capture feedback
Sharing the knowledge

Design Scenarios

Concrete story
Communication tool
Use case

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You are very welcome to join: https://www.facebook.com/groups/M5.2012/   Best, Paul

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You are very welcome to join: https://www.facebook.com/groups/M5.2012/   Best, Paul