Danish Design Centre Pdf

www.enginegroup.co.uk | better services, happier customers

It’s design, but not as they know it!

Oliver KingCo-founder Engine | service design


The next 30 mins…• What is service design?• Why is it valuable to design services?• What are service design projects like?• What can I take back to work?


What is service design?



Service design is…



…the design of services!



Service design orchestrates new or existing service experiences to deliver greater value to the providers and receivers of the service.





Why is service design relevant today?

www.enginegroup.co.uk | better services, happier customers www.enginegroup.co.uk

SustainabilitySustainability

www.enginegroup.co.uk | better services, happier customers www.enginegroup.co.uk

UsershipAssistanceInnovation

UsershipAssistanceInnovation


Usership: we need to dematerialize the world!


QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.

Assistance:we need to help people cope…




Innovation:we need to help people view things at a systems level


• 74% of GDP comes from service (UK)

• 80% of employment is service related (UK)

• 80% of people report bad experiences (UK)


How does service design create value?


Happy customers are worth more• Spend more, more often (increase revenue)• Stay longer (reduce churn)• Tell their friends (reduces costs to acquire)


‘Service’ counteracts commoditisation• Markets naturally become commoditised• Value adding services defeat this


Service relationships can’t be copied• Because they rely on history, context and knowledge


The meaning of ‘better’


ConvenientUsableDesirableConsistentEfficientEffectiveSustainable


SustainableUsableConvenientConsistentEfficientEffectiveDesirable

SUCCEED}


Scope of projects


Translation space


Three skills




Scope of deliverables


Five Fundamentals of service


Five FundamentalsSystems, Value, People, Journeys, Propositions


Value:Understanding how to create the best value for users and providers through their interactions.


Systems:Understanding that services are consumed through systems of relationships between people, things and processes, which can all be orchestrated and innovated


People:Understanding the part people play in providing and designing services, and how to include them.


Journeys:Understanding that services are experienced over time and need to be seen and innovated as journeys


Propositions:Understanding how to innovate and package a serviceand how to develop a proposition towards a vision.


Identify. Build. MeasureService innovation made simple


10 tips…


#1. Be use-centric. Always view the situation from your customer’s perspective


#2. Co-design: Bring stakeholders into the heart of the process


#3. Map journeys: Services happen over time, so explore them that way



#4. Visualize: Bring ideas to life to engage and solicit input from those around you


#5. Back stage: Innovate throughout the whole system


#6. Design measurables:

Ensure staff measures and incentives support a delightful customer experience


#7. Everyone serves: Because everyone’s actions impact on the customers service



#8. Evidence: Create tangible evidence of the service in action


#9. Join the dots: Make the experiences as seamless as possible for the user


#10. Work with designers: We don’t bite…


5 designer lessons


1. Lose the ‘I’ in design: co-create and facilitate2. Do your own empathic research3. Systems before symptoms4. Visualize - it’s your USP5. Prototype, prototype, prototype


Thank you for listening…

Oliver KingCo-founder Engine | service design

Danish Design Centre Pdf

Business

service design projects

customers service

service relationships

fundamentals of service

design services

design of services

service relateduk

service designrelevant