All posts about
Service design

Level-up email campaigns with Customer Journey Mapping

Journey mapping for all areas.

“Customer journey mapping is a visualization technique that helps marketing specialists, user experience designers, and product and business owners see the journey people take when interacting with products and services. It is a great way to put on your customer’s shoes and see where your business fails to deliver a great user experience.”

Yuri Vedenin a.k.a. /yurivedenin | @yuri_vedenin ~ Smashing magazine

Service Blueprints: Communicating the design of services

The more details you need from backstage processes and roles, the more you need blueprinting.

“A service blueprint is, in essence, an extension of a customer journey map. A customer journey map specifies all the interactions that a customer will have with an organization throughout their customer lifecycle – the service blueprint goes a bit deeper and looks at all the interactions both physical and digital that support those customer interactions and adds a little more detail to the mix.”

The Interaction Design Foundation

New report on service design impact in public sector

Service design into the challenging environment of the government.

“Service design is also taking a role in the process of cultural and organizational change. It collaborates with other experts in this field in order to enable change by reframing the challenges, by engaging stakeholders in development of scenarios of futures that do not yet exist and by prototyping envisioned scenarios. These processes change the role of public servants from experts to partners. It is no longer the public service that is doing something for the citizens but doing it with them. This new way of thinking and working demands not only a change in mindset, but also in the way of doing things. Service design helps to build these new capacities. Very often it is a combination of teaching and learning by doing, in the process of capacity building small service design projects can be approached that create a sense of what service design can do and how to do it.”

Putting People First

Service Design Geographies: Proceedings of the ServDes2016 Conference

They are popping up everywhere: service design events. In China as well, I’m told.

“After a long maturation period, the discipline of Service Design is evolving in several directions and exploring new territories. The discipline has been founded on the area of affluence of many knowledge streams, from service marketing and management to interaction design and product design. The ground knowledge from those disciplinary areas has been integrated through research and cases studies that have emphasized different and new aspects of service design, including user-participation and co-creation, user experience, systemic and social aspects, technological implications and strategic perspectives. This relatively young area of design research is now exploring a wide landscape, that includes methodological contributions, practice-based research, concrete cases and prototypes, while new stakeholders are expressing interest in this discipline and promoting new cases and experiences. The last few years have also seen an increasing number of public sector initiatives with the support of design agencies, foundations and research groups that are promoting novel approaches to public service innovation. This includes for example modes to capture and amplify signals of social innovation projects or the set up of innovation labs within Government offices. At the same time the private sector is exploring the potential of more collaborative approaches to service innovation that value users contribution and participation in the design process.”

Nicola Morelli et al. ~ Linköping University Electronic Press

Content strategy in service design

The content layer of the customer journey map, sort of.

“We live in a service economy with evolving liquid expectations. Content is a fundamental component of how users engage with a service, and content strategy is the mechanism that enables that service experience to be delivered holistically and consistently across all touchpoints.”

Jennifer McCutchen a.k.a. /jennifermccutchen | @jenmccutchen ~ Fjord

Unlocking the power of the practical service blueprint

Customer journey and service bliueprint, the lorem ipsum artifacts of service design.

“There are a lot of artifacts and methods out there for mapping experiences. I had a great need that none of what existed could meet, so I took from all around me and came up with something new. That’s what is great about design and the creative process. We don’t have to be stuck with what we’re given, and we don’t have to stay idle and hope that someone else will come up with something to solve our problems first.”

Erik Flowers a.k.a. /erikflowers | @erik_flowers ~ Practical Service Design

Running contextual design research for service strategy

Service design discovers other established design research fields, like contextual inquiry.

“One of the first places to start when you want to improve your service is to look to your customer feedback and data. But what do you do when no one in the room understands how people are using your service, and the data you have is limited to high-level usage analytics? This is the perfect time to introduce ethnographic research into the mix to better understand how your service is perceived, used, and experienced. (…) In this post, I wanted to share my process for running this research—how I went from one step to the next, what tools I used and why, and the realities of what the day-to-day looks like running a research project of this kind—in the hopes that it might be helpful for those considering running similar research.”

Megan Erin Miller a.k.a. /meganerinmiller | @meganerinmiller ~ Practical Service Design

Top 6 predictions for Service Design in 2016

We also have to invent it, the future of service design.

“The service design movement is gaining a tremendous amount of inertia. New conferences are popping up each month, existing conferences are adding service design to their speaker and workshop schedules, new books books are being published, and whole global communities being spun up. For better or worse, it’s becoming the latest buzzword and practice that many companies want to talk about, but are still grasping at how to integrate. I’m going to share my top 6 predictions for what we can expect from service design over the next 18 months. This is a combination of what I’ve experienced, what I’ve seen, what others have shared with me, and aspirations that I want to put into people’s minds as a seed.”

Erik Flowers a.k.a. @erik_flowers ~ HelloErik

Customer experience architecture

How about information architecture connected to experience architecture.

“Service providers are continually reshaping their offering in response to changing customer needs and demands. As customer expectations change, businesses need to rethink the experiences they deliver. Meeting new demands does not only require delivery of the right propositions – it also requires developing broader capabilities around the needs of people, across the entire ecosystem.”

Melvin Brand Flu a.k.a. /brandflu | @MelvinBF ~ Livework Studio

Service Design: Creating delightful cross-channel experiences

The holistic design view on digital and physical is taking hold.

“Service design seems to go by an increasing array of names: Customer Experience, Cross-Channel UX, or even just ‘design thinking’. In most cases, these terms describe a holistic approach to your users’ and customers’ needs, no matter where or when they’re interacting with your product or service. In traditionally siloed organizations, it can be no small task to ensure that you are providing the best possible service. Communication is at the heart of service design and Marc Stickdorn knows the core of it is getting everyone on the same page. He says that the importance of this lies in the fact that customer experiences sometimes aren’t tangible – a user or customer could be experiencing an internal event. It’s important to understand how different customers come in contact with the design.”

(Sean Carmichael ~ User Interface Engineering)

Journey Maps: Not the end of the story

Have we found another silver bullet for UCD? And remember, the map is not the terrain.

“Journey maps have been around for the better part of a decade – some would argue longer – but it’s really only in the last three or four years that they’ve come into more common use, and more strategists are advocating their use as a framework for improving the customer experience. Without getting into the specifics of what a journey map is or isn’t in this column – there’s no shortage of material on the subject – suffice it to say that many in our field, including me, strongly believe in the potential of journey mapping for helping companies to achieve human-centric business transformations.”

(Ronnie Battista ~ UXmatters)

Merging service design with user experience design

Designing the flow and the journey as a coherent experience.

“There are as many ways of doing Service Design and User Experience Design as there are design companies working in these fields. This makes it somewhat complex and perhaps pointless to define these design fields. I understand that this blogpost will be a subject of discussion, and I’ll therefore begin by saying that the description that follows is based on my own, professional experiences as to the differences and similarities between Service Design and User Experience Design. (…) I’ll describe the differences and similarities between service design and user experience design and how they can work in symbiosis to generate exceptional services, products, business models and customer experiences.”

(Erik Westerdahl a.k.a. @erikwesterdahl ~ Screen Interaction)

Service design: An introduction to a holistic assessment methodology of library services

LUX, the Library User Experience. Cell division in the field.

“This paper explores service design as a relevant method for service assessment and creation in a library environment. Service design allows for a holistic and systemic look at the various systems that make a library function. This methodology is a co-creative process conducted with library staff and patrons. By working together, librarians and patrons can create more relevant services or refine current services to be more effective and efficient.”

(Joe Marquez and Annie Downey ~ Weave Volume 1 Issue 2)

Omni-colleagues: The new heroes of digital

Omni, inter, multi, trans, or ‘what-have-you’. All better than solo, single, mono or uni.

“The omni-channel approach runs the risk of ditching humans for automated touch points, but for digital to triumph, these services must be re-humanized. Companies need to strategically consider which services are appropriate to manage via machines, and which require human interaction.”

(Mark Curtis a.k.a. @FjordMark ~ Accenture Clicks)

The riddle of service design inertia

Dealing with complexity is the underlying message.

“Service design is just what it sounds like, the design of services. But this is a misnomer. If you look into the focus of modern service design across various industries, including my own, you see that it truly translates into “macro, end to end, surface to core experience design. This means it goes beyond the UX of specific touchpoints, and beyond just focusing on one channel or funnel. It truly stands for the macro view of the customer experience, and should be used strategically to design a more optimized and effective one, daresay delightful. Or, be used tactically to fix experiences that are falling short of their promise.”

(Erik Flowers a.k.a. @Erik_UX ~ HelloErik)

All you need to know about Customer Journey Mapping

Is that all you need to know? How difficult can it be.

“Most organizations are reasonably good at gathering data on their users. But data often fails to communicate the frustrations and experiences of customers. A story can do that, and one of the best storytelling tools in business is the customer journey map.”

(Paul Boag a.k.a. @boagworld ~ Smashing Magazine)

Redefining value, to business and to society

Great to see former Vivid Studios director Nathan evolving along.

“All value only emerges in the context of a relationship and the best value lies beyond the qualitative kinds taught to businesspeople (like price and performance). The opportunity to create the most and best value, over the long term, requires us to understand qualitative issues that drive decisions, meaning, and satisfaction. In this way, service design can strategically drive value in businesses (and even NGOs).”

(Nathan Shedroff a.k.a. @nathanshedroff ~ SDN Global Conference videos)

Beyond the blueprint: Strategic service design deliverables

Deliverables were called Documents a few decades ago.

“Service design, or the design of value exchange between a service provider (company) and a service participant (customer), is an approach with enormous potential; delivering on that potential requires action. Service design is meant to inspire and direct action in the form of implementation. To make deliverables that drive action, I propose three key considerations.”

(Shahrzad Samadzadeh a.k.a. @shahrsays ~ Cooper Journal)

Design thinking: Snake oil of today?

A mindset is just a start, first step. The journey is more important.

“The word that is repeated most often when describing Design Thinking is process. Design Thinking is not a job task you can start in the morning and be done with by lunch-time. Instead, Design Thinking requires much more planning, preparation and normal work than most people that participate in just the workshops realize. But the work that you put into the process will pay itself off in the end.”

(Jukka Kaartinen ~ Service Innovation and Design programme Laurea Finland)