Service Design Thinking. › wp-content › uploads › 2016 › 02 › Service-Design-Primer.pdfService Design Thinking. Services Design is the ac7vity of planning and organizing

ServiceDesignThinkingOverview&Primer

ServiceDesignThinking.

ServicesDesignistheac7vityofplanningandorganizingpeople,infrastructure,communica7onandmaterialcomponentsofaserviceinordertoimproveitsqualityandtheinterac7onbetweenserviceproviderandcustomers.

ServiceDesign.Management

Prod

uct

Marke0n

g

Sales

Retail

Custom

erService

Customer

CustomerService

Retail

Sales

Marke0ng

Product

Management

Alignanorganiza+ontodeliveraholis+cCustomerExperience.

COLLIDE|Purpose-DrivenExperiences. Copyright©2016

COLLIDE|Purpose-DrivenExperiences. Copyright©2016

DesigntheJourney(Who&What)

DesigntheDelivery(How&When)

UnderstandBusiness UnderstandCustomer

ManageChange Measure&Refine

1.   Understandbusiness,customer&serviceecosystem.2.   DesignpreliminaryPersonas.3.   ConductinternalCustomerJourneyworkshop.4.   ResearchtovalidatePersonas&CustomerJourney.5.   Designop7malCustomerJourney.6.   AuditinternalServiceDelivery.7.   Designop7malServiceBlueprint.8.   Prototype&TestServiceDeliveryprocesses,experiences,etc.9.   Plan&Priori7zeServiceRoadmap.10.   DefineImplementa7on&ChangeManagementprocess.11.   Measureresults&refine.

ExampleServiceDesignEngagement.

COLLIDE|Purpose-DrivenExperiences. Copyright©2016

00

Align

04

Realize

01

Understand

02

Synthesize

03

Design

ServiceDesignProcess.

User-CenteredTheop0malcustomerexperiencemustbethegoal.Serviceshouldbeviewedthroughthecustomers’eyes.

Co-Crea7veTheen0reorganiza0onmustbealigned.Allstakeholdersshouldbeincludedintheprocess.

Holis7cTheen0reenvironmentmustbeconsidered.Resultsshouldincludecustomerjourneyandorganiza0onaldelivery.

COLLIDE|Purpose-DrivenExperiences. Copyright©2016

PhotoNameTitleCompany/IndustryRole/ResponsibilityGenderAgeEduca0onSalary/HouseholdIncomeLoca0onFamilyKeyQuoteNarra0veDescrip0onGoals(Accomplish)Challenges(Overcome)Likes&DislikesValues&FearsCulturalTechnologyBehaviorsScenarios

PersonaName

COLLIDE|Purpose-DrivenExperiences. Copyright©2016

Stages

Doing

Goals

Opportuni0es

Thinking

Feeling

Experience

CustomerJourneyMap

COLLIDE|Purpose-DrivenExperiences. Copyright©2016

CustomerAc0ons

SupportProcesses

BackStageInterac0ons

FrontStageInterac0ons

PhysicalEvidence

LineofInterac0on

LineofInternalInterac0on

LineofVisibility

ServiceDeliveryBlueprint

COLLIDE|Purpose-DrivenExperiences. Copyright©2016

Q1 Q2 Q3 Q4

ServiceRoadmap

COLLIDE|Purpose-DrivenExperiences. Copyright©2016

Ac0vitytobecompleted

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Ac0vitytobe…WorkStream

WorkStream

WorkStream

WorkStream

KPIsMetrics

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