A design approach that fits on a slide.

3 Toolkits for Service Design

 Caspar  Siebel  2011Distinct  Thinking

Sense Understand Act

Within  Service  Design  the  “product”  consists  of  what  happens  between  customer  and  service  provider.  Let  us  call  it  interaction.  

Service

provider Cu

stom

erProducts in Service Design?

Service

provider

Cust

omer

Stakeh

older

Designer

Understand the product

Understanding  the  product  means  understanding  what  happens  between  the  Customer,  Service  provider  and  other  Stakeholders.  

!e process at a glance

}}

{{}{ Service Blueprint

Understand  people Structure  in  JourneyInsights

Create  Vision Combine  to  conceptIdeas

Build  prototypes Detail  in  blueprintTest

Customer Journey

Sense

Empathy methods

Empathy  methods  help  people  understand  other  people.  

Help the Service provider understand the Customer.

Help the Stakeholder understand Service provider

and Customer.

Help the Designer understand interactions between

Service provider, Stakeholder and Customer.

Empathy methods II

Watch  peopleAsk  peopleTalk  to  peopleAct  like  peopleUse  your  own  service{Note down what

seems intersting.

Understand

We  write  down  all  generated  insights.  Now  we  structure  them  in  a  Customer  Journey  Map.

Structuring insights{Customer journey map

The Customer Journey

structures the customers

experience into small steps.

!e customer journey

We  worked  out  which  interactions  happen  in  each  step  in  the  customers  journey.  We  have  insights  on  these  interactions  to  evaluate  them.

Developing a vision

For  each  step  we  work  out  what  an  ideal  interaction  would  be.  This  ideal  state  we  call  visions.

Visions - ideal states

Act

BrainstormingBrainstorming

We  look  for  ideas  how  to  achive  the  visions.{Vision Ideas

From Idea to concept

Several  ideas  form  one  concept.  This  process  can  be  structured  through  methods  like  clustering,  matrixes  or  force  fit.  {

Ideas Concept

Testing the idea

We  build  physical  prototypes  of  our  concept.  We  test  it  on  stage.  We  test  it  in  real  life.  We  test  it  anywhere  we  can  and  improve  it.  

Concept Prototype

Service Blueprint

!e "nal product

Finally  we  detail  the  product  in  a  service  blueprint.  We  set  a  frame  what  Customer  and  Service  provider  experience.  

We define in which situation people meet

and through which objects they interact.

All in one

}}

{{}{ Service Blueprint

Understand  people Structure  in  JourneyInsights

Create  Vision Combine  to  conceptIdeas

Build  prototypes Detail  in  blueprintTest

Customer Journey

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