Service Design is why your customers choose you rather than your competitors.
Deliberately designing every part of the way a service works to increase value for the user and the service provider.
Services are really relationships. It is impossible for you to deliver a service without a user. And it is impossible for your user to receive your service without you delivering it. This makes services very personal and inherently co-created.
Designing the way you deliver your service determines how useful, enjoyable and memorable your service is for your user. It also establishes how efficiently and effectively you deliver your service.
Service design is important because 80% of value-add in Australia is a result of services. In addition, about 85% of national employment is within the services sector.
Because services require at least a provider and a user, we use co-creation to gather, interpret and integrate the needs and wants of all parties into the design of your service.
Normally in the form of a workshop, co-creation allows you to better incorporate insights directly from your future user group and better deliver the value that they seek from you.
In order to gather rich information about the way your service should be delivered, we use shadowing to immerse ourselves in the lives of your users and those delivering the service.
Shadowing helps us understand the problems and identify opportunities to radically improve your service. It involves researchers observing behaviour and activities and results in qualitative data that forms the basis of further research and idea generation. This technique also helps to uncover what people actually do as opposed to what they say they do.
Because service design is the design of moments in life, user journey maps are needed to articulate the journey through those moments. Journey mapping allows you to document the various touchpoints that your user will experience before, during and after the delivery of your service. Your journey map provides an overview of the journey while describing what happens, when, why and how.
It is easy to get bogged down in the mechanics of how a service will be delivered. Asking “what if?” questions allows you to explore how a very broad range of social, environmental, technological, cultural, regulatory and economic changes might impact your service delivery.
By exploring scenarios that seem more or less likely in the future, you can uncover ideas that may help you improve your service now and adapt early to future changes.
One of the most important design methods, prototyping allows you to test all of your assumptions and decisions by using a mock-up of your service. Through trying, you will gather a deeper understanding of how your service will work, uncover problem areas, identify further improvement opportunities and move closer to a final service offering.
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When a user accesses a service, whether or not they pay for it, they are sharing the most important personal asset they have: their time.Tenny PinheiroWHY SERVICE DESIGN?