www.enginegroup.co.uk | better services, happier customers It’s design, but not as they know it! Oliver King Co-founder Engine | service design
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www.enginegroup.co.uk | better services, happier customers
It’s design, but not as they know it!
Oliver KingCo-founder Engine | service design
www.enginegroup.co.uk | better services, happier customers
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?
www.enginegroup.co.uk | better services, happier customers
What is service design?
www.enginegroup.co.uk | better services, happier customers
What is service design?
Service design is…
www.enginegroup.co.uk | better services, happier customers
What is service design?
…the design of services!
www.enginegroup.co.uk | better services, happier customers
What is service design?
Service design orchestrates new or existing service experiences to deliver greater value to the providers and receivers of the service.
www.enginegroup.co.uk | better services, happier customers
www.enginegroup.co.uk | better services, happier customers
www.enginegroup.co.uk | better services, happier customers
www.enginegroup.co.uk | better services, happier customers
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
www.enginegroup.co.uk | better services, happier customers
Usership: we need to dematerialize the world!
www.enginegroup.co.uk | better services, happier customers
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
Assistance:we need to help people cope…
www.enginegroup.co.uk | better services, happier customers
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
Innovation:we need to help people view things at a systems level
www.enginegroup.co.uk | better services, happier customers
• 74% of GDP comes from service (UK)
• 80% of employment is service related (UK)
• 80% of people report bad experiences (UK)
www.enginegroup.co.uk | better services, happier customers
How does service design create value?
www.enginegroup.co.uk | better services, happier customers
Happy customers are worth more• Spend more, more often (increase revenue)• Stay longer (reduce churn)• Tell their friends (reduces costs to acquire)
www.enginegroup.co.uk | better services, happier customers
‘Service’ counteracts commoditisation• Markets naturally become commoditised• Value adding services defeat this
www.enginegroup.co.uk | better services, happier customers
Service relationships can’t be copied• Because they rely on history, context and knowledge
www.enginegroup.co.uk | better services, happier customers
The meaning of ‘better’
www.enginegroup.co.uk | better services, happier customers
ConvenientUsableDesirableConsistentEfficientEffectiveSustainable
www.enginegroup.co.uk | better services, happier customers
SustainableUsableConvenientConsistentEfficientEffectiveDesirable
SUCCEED}
www.enginegroup.co.uk | better services, happier customers
Scope of projects
www.enginegroup.co.uk | better services, happier customers
Translation space
www.enginegroup.co.uk | better services, happier customers
Three skills
www.enginegroup.co.uk | better services, happier customers
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
Scope of deliverables
www.enginegroup.co.uk | better services, happier customers
Five Fundamentals of service
www.enginegroup.co.uk | better services, happier customers
Five FundamentalsSystems, Value, People, Journeys, Propositions
www.enginegroup.co.uk | better services, happier customers
Value:Understanding how to create the best value for users and providers through their interactions.
www.enginegroup.co.uk | better services, happier customers
Systems:Understanding that services are consumed through systems of relationships between people, things and processes, which can all be orchestrated and innovated
www.enginegroup.co.uk | better services, happier customers
People:Understanding the part people play in providing and designing services, and how to include them.
www.enginegroup.co.uk | better services, happier customers
Journeys:Understanding that services are experienced over time and need to be seen and innovated as journeys
www.enginegroup.co.uk | better services, happier customers
Propositions:Understanding how to innovate and package a serviceand how to develop a proposition towards a vision.
www.enginegroup.co.uk | better services, happier customers
Identify. Build. MeasureService innovation made simple
www.enginegroup.co.uk | better services, happier customers
10 tips…
www.enginegroup.co.uk | better services, happier customers
#1. Be use-centric. Always view the situation from your customer’s perspective
www.enginegroup.co.uk | better services, happier customers
#2. Co-design: Bring stakeholders into the heart of the process
www.enginegroup.co.uk | better services, happier customers
#3. Map journeys: Services happen over time, so explore them that way
www.enginegroup.co.uk | better services, happier customers
www.enginegroup.co.uk | better services, happier customers
#4. Visualize: Bring ideas to life to engage and solicit input from those around you
www.enginegroup.co.uk | better services, happier customers
#5. Back stage: Innovate throughout the whole system
www.enginegroup.co.uk | better services, happier customers
#6. Design measurables:
Ensure staff measures and incentives support a delightful customer experience
www.enginegroup.co.uk | better services, happier customers
#7. Everyone serves: Because everyone’s actions impact on the customers service
www.enginegroup.co.uk | better services, happier customers
www.enginegroup.co.uk | better services, happier customers
#8. Evidence: Create tangible evidence of the service in action
www.enginegroup.co.uk | better services, happier customers
#9. Join the dots: Make the experiences as seamless as possible for the user
www.enginegroup.co.uk | better services, happier customers
#10. Work with designers: We don’t bite…
www.enginegroup.co.uk | better services, happier customers
5 designer lessons
www.enginegroup.co.uk | better services, happier customers
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
www.enginegroup.co.uk | better services, happier customers
Thank you for listening…
Oliver KingCo-founder Engine | service design
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