Generated with sparks and insights from 61 sources

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Introduction

  • Definition: Service design is the activity of planning and organizing a business's resources (people, props, and processes) to improve the quality of service and the interaction between the service provider and its users.

  • Objective: The main goal is to create user-friendly, competitive, and relevant services that meet customer needs while being sustainable for the provider.

  • Components: The three main components of service design are people, props, and processes.

  • History: The term 'service design' was coined by Lynn Shostack in 1982, and it was later established as a design discipline in 1991 by Prof. Dr. Michael Erlhoff.

  • Principles: Service design is user-centric, co-creative, sequenced, evidenced, and holistic.

  • Benefits: Service design helps in surfacing conflicts, fostering hard conversations, reducing redundancies, and forming relationships within an organization.

Components [1]

  • People: Includes anyone who creates or uses the service, as well as individuals indirectly affected by the service.

  • Props: Refers to the physical or digital artifacts needed to perform the service successfully.

  • Processes: Workflows, procedures, or rituals performed by either the employee or the user throughout a service.

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Principles [2]

  • User-Centric: The service must always be designed around the users of the service.

  • Co-Creative: All relevant stakeholders should play a role in the service design process.

  • Sequencing: Services should be visualized by sequences or key moments in a customer’s journey.

  • Evidencing: Visual communication helps team members understand their role in the overall experience flow.

  • Holistic: Service design thinking is a continual assessment of what's working and what needs to be improved.

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History [3]

  • 1982: The term 'service design' was coined by Lynn Shostack.

  • 1991: Prof. Dr. Michael Erlhoff proposed that service design be considered a design discipline.

  • Service Blueprint: Initially used for service design, it has now become a tool for managing operational efficiency.

  • International Network: Erlhoff formed an international conglomerate of universities providing service design education.

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Benefits [1]

  • Surfacing Conflicts: Service design triggers thought and provides context around systems that need to be in place.

  • Fostering Hard Conversations: Focused discussion on procedures and policies exposes weak links and misalignment.

  • Reducing Redundancies: Mapping out the whole cycle of internal service processes helps pinpoint where duplicate efforts occur.

  • Forming Relationships: Aligns internal service provisions like roles, backstage actors, processes, and workflows.

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Service Design vs. UX Design [2]

  • Focus: UX design focuses on the user's experience of a product or service, while service design focuses on the entire user journey.

  • Tools: UX designers use tools like journey mapping and UX research, while service designers use service blueprints.

  • Scope: Service design considers all touchpoints of the customer journey, from discovery to customer service.

  • Internal Structure: Service design ensures a company's internal structure works harmoniously to fulfill promises made by its products.

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Service Blueprint [2]

  • Definition: A visual chart that utilizes each step of the standard customer journey map.

  • Purpose: Identifies how the company itself interacts and moves behind the scenes.

  • Components: Includes marketing materials, physical environment, and customer needs.

  • Example: A service blueprint for a coffee shop considers every piece of communication and customer experience.

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Related Videos

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