Service Design Doing

Service Design Doing
Designing services that people fall in love with
Icons by : Whitespring Service Design // www.whitespring.de

Age of the customer
Empowered buyers demand new level of
customer obsession
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Products are becoming services
www.ﬂickr.com/photos/juehuayin/3251667785/

Product market is satisﬁed
20 different available products are fulﬁlling same purpose
Basic Function & Quality is taken for granted

Service relationship can’t be copied

Good product design is not the only
ingredient to success
www.ﬂickr.com/photos/lexnger/10171653336/

Traditional organisation silos are
breaking

Emotions are becoming a decisive
factor
www.ﬂickr.com/photos/bigfatgreycat/10313692763/

Emotions bigger impact on loyalty

Employee engagement as priority
www.ﬂickr.com/photos/ronsombilongallery/5828172072

Holistic service experience is new
standards
http://www.kaaathryn.com/wp-content/uploads/2014/03/emirates.png

Service Design is a
holistic approach
that considers the
end-to-end service
experience across
all channels and
touch points from a
customer and
organisation
perspective.
What is Service Design ?

Business Model Canvas
Purpose:
This tool is used to map and detail out the
essential components of a business and
understand their relationship to each other.
Outcome:
This leads to consideration of a business’s full
scope and describes how the elements ﬁt
together to provide a clear picture of the business
and how the internal components affect the
customer experience.

Stakeholder Mapping
Purpose:
This tool helps visualise and map out the various
stakeholders in the organisation’s ecosystem.
Outcome:
This provides us with a clear picture of the direct,
less direct and indirect stakeholders that are part
of the ecosystem in order to further evaluate their
relationship and value.

Value Exchange Mapping
Purpose:
This tool helps identify the value that is created
and exchanged between the organisation and its
stakeholders.
Outcome:
This provides a clear understanding of the value
network in the ecosystem of stakeholders in
order to generate a systematic view of the
service and its context.

Empathy Mapping
Purpose:
This tool is used to identify and describe what the
customer/stakeholder personas are thinking, feeling,
doing, seeing, and hearing as they engaged with the
service. It helps us to zoom out from focusing on
behaviours to consider the users’ emotions and
experience as well.
Outcome:
This activity reveals the underlying “why” behind users’
actions, choices and decisions so as to proactively design
for their real needs - those that are difﬁcult for users’ to
perceive and articulate.

Visualising drivers of change
Purpose:
This tools helps identify the drivers of change
that are considered to be shaping the issues one
plan to address.
Outcome:
It provides clear knowledge and shared view of
the drivers of change shaping the context of a
service which help in identifying the major issues
or opportunities.

Purpose:
This tool is used to describe the journey of a user
by identifying and representing the different
touch points that characterise his interaction
with the service.
Outcome:
This provides a step by step visualisation of the
interaction that a user has with the given service
which helps identify the usually ignored problems
that affect the user’s experience.
Customer Journey Mapping

Service Blueprint
Purpose:
This tool describes the nature and the
characteristics of the service interaction
including the all the touch points and the back-
stage processes aligned to the user experience.
Outcome:
A detailed visual picture of the front end and
backstage activities and interactions that affect
the service.

Brainstorming
Purpose:
This group activity is used to generate fresh
ideas or alternatives to the status quo.
Outcome:
It provides a bunch of ideas that can result in
something new for value addition or innovation.

World without Service Design Thinking
By Claudio Perrone

Thank You !
Icons by : Whitespring Service Design // www.whitespring.de

Service Design Doing

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