What is service design & how is it different from UX design?

WHAT IS SERVICE DESIGN AND HOW IS IT DIFFERENT FROM UX DESIGN?* *FORMERLY TITLED: “THE KEYS TO EFFECTIVE SERVICE DESIGN”

April Starr Adjunct Faculty, Institute of Design

FIRST, A BIT ABOUT ME…

LET’S FACE IT: THINGS ARE MESSY THESE DAYS.

HUMAN FACTORS DESIGN RESEARCH USER EXPERIENCE

INTERACTION DESIGNUSER INTERFACE DESIGN

DESIGN STRATEGY DESIGN PLANNING

SERVICE DESIGN INNOVATION

BUSINESS DESIGN TRANSFORMATION DESIGN

EXPERIENCE DESIGN

LET’S FACE IT: THINGS ARE MESSY THESE DAYS.

PRODUCTS SERVICES

tangible intangible

$

LET’S FACE IT: THINGS ARE MESSY THESE DAYS.

PRODUCTS SERVICES

WHY IS THERE A RECENT EMPHASIS ON SERVICE?

COMPANIES HAVE NO SHORTAGE OF CONCEPTS BUT STRUGGLE TO BRING THOSE IDEAS TO MARKET

SILOED SOLUTIONS DON’T ACKNOWLEDGE THE CONSUMER’S DESIRE FOR A SEAMLESS EXPERIENCE

ORGANIZATIONS PRESSURED FOR NEW WAYS TO GROW & EVOLVE

TECHNOLOGY IS FORCING EVERY ORGANIZATION TO DEVELOP NEW CAPABILITIES

SO IS SERVICE DESIGN JUST THE LATEST BUZZWORD?

POSSIBLY?

HOW DO WE BEST SERVE PEOPLE?

HOW DO WE BEST SERVE PEOPLE?

BUILDING PROCESSES

TRAINING TOOLS

PILOTING METRICS

SERVICE DESIGN TRIES TO CONTINUOUSLY BRING THESE THREE PERSPECTIVES TOGETHER FROM START TO FINISH.

FOCUS ON THE INTERSECTION.

CONSUMER DESIRABILITY

TECHNICAL FEASABILITY

BUSINESSVIABILITYTOOLS

SERVICE LANDSCAPE MAP SERVICE ECOLOGY EXPERIENCE JOURNEYBLUEPRINTROLLOUT ROADMAPEXPERIENCE PROTOTYPES SERVICE SCRIPTS TRAINING TOOLS

HOW DO WE BEST SERVE PEOPLE?

UNDERSTANDING THE ORGANIZATION

UNDERSTANDING THE CONSUMER

BOTH LOOKING OUT AND LOOKING IN.

ecosystem/social cycle

analogous experiences

extreme experts

extreme users

contextual observations

target users

brand

organizational structure

corporate culture

incentives

current strategy & initiatives

major failures

mission statement

believers & skeptics

new people & lifers

people across silos

stakeholders

you & your empathy experiences

INDIVIDUALS

CULTURE

LOOKING INSIDE

LOOKING OUTSIDE

technology benchmarking

cultural forces/trends

analogous situations

relevant work

community norms

media

history

IT’S NOT (ALWAYS) SEXY.

HOW DO WE BEST SERVE PEOPLE?

DETERMINING CHANNELS

TOUCHPOINTS TYPES OF DESIGN

UTILIZES ALL TYPES OF DESIGN.

EQUAL EMPHASIS ON BUILDING & BREAKING THE SYSTEM.

HOW DO WE BEST SERVE PEOPLE?

DETERMINING CHANNELS

TOUCHPOINTS TYPES OF DESIGN

BUILDING PROCESSES

TRAINING TOOLS

PILOTING METRICS

UNDERSTANDING THE ORGANIZATION

UNDERSTANDING THE CONSUMER

IT’S NOT A ROLE.

DESIRABILITY

FEASABILITY VIABILITY

IT TRAINING

HUMAN RESOURCES

BUSINESS DESIGN STRATEGYFINANCE

UX/RESEARCH INTERACTION/UI DESIGN

INDUSTRIAL DESIGNSPACE DESIGN

COMMUNICATION DESIGN

STUDENT SERVICE PROJECTS

Q&A

THANK YOU.

ICONS SOURCED FROM THE NOUN PROJECT