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SERVICE DESIGN
DEDICATION
HOW TO USE THIS BOOK
Who Should Read This Book?
What’s in This Book?
What Comes with This Book?
FREQUENTLY ASKED QUESTIONS. Is service design just customer experience, user experience, or interaction design?
Is service design “design thinking”?
Why are there so many case studies from live|work?
You do not mention [insert your favorite method here]. Why not?
Where are your references and sources?
What is the best way to convince management to spend money on service design?
Are you saying that service design can do everything?
CONTENTS
FOREWORD
CHAPTER 1
Consumer Insights
Trust
Comparison and Purchasing Criteria
Expectations
Employment and Public Benefits
Social and Cultural Interactions
Choice
Documents
Company Insights. Filling In the Gaps in Public Benefits
Being Personal
Consistent Communication Channels
Language
Formalizing Personal Routines
Simplifying IT Infrastructure
Putting Insights into Practice
Experience Prototyping the Service
The End Is Just the Beginning
CHAPTER 2
Why Do Services Need Designing?
How Services Differ from Products
Services Created in Silos Are Experienced in Bits
Services Are Co-produced by People
A New Technological Landscape: The Network
The Service Economy
Core Service Values
Services That Care for People or Things
Services That Provide Access to People or Things
Services That Provide a Response from People or Things
Making the Invisible Visible
The Performance of Service
Performance as Experience
Performance as Value
Unite the Experience
Summary
CHAPTER 3
People Are the Heart of Services
Insights versus Numbers
Using Insights to Drive Innovation
Designing with People, Not for Them
Working across Time and Multiple Touchpoints
Segmentation by Journey Stage versus Target Groups
Researching across Multiple Touchpoints
Summary
CHAPTER 4
Levels of Insights
Low—What They Say
Middle—What We Saw
High—What It Means
Insights-Gathering Methods
Depth Interviews
Variations on the Depth Interview
Interviewing Consumers in Pairs
Business-to-Business Depth Interviews
Preparing for Interviews
Participant Observation
Preparing for Participant Observation
Participation—Becoming the User
Preparing for Participation
Service Safaris
Preparing for a Service Safari
User Workshops
Preparing for a User Workshop
Probes and Tools
Preparing Probes and Tools
Events Timelines and Journey Maps
Diaries
Venn Diagrams
Brand Sheets
Probe Cameras
Photograph Lists
Visual Interpretations
Item Labels
Practicalities of Conducting Insights Research
Be Prepared
Getting There
Identify Yourself
Taking Pictures
Materials
Dress Appropriately
Release Forms
Incentives
Thank People
Collating and Presenting Your Insights
Insights Blogs
Insights Boards
Client Workshops
Summary
Insights Research Checklist
CHAPTER 5
Why Map Service Ecologies?
The Network Society
Boxes versus Arrows—Finding the Invisible Connections
From Ecology Map to Service Blueprint
The Service Blueprint
Different Uses of Blueprints
Blueprints for Analysis of an Existing Service
Blueprints for Service Innovation
Start with Broad Phases and Activities
Add the Touchpoint Channels
Low Fidelity versus High Fidelity
Zooming In and Out
Summary
CHAPTER 6
Basing the Service Proposition on Insights
The Zopa Service Proposition
Do People Understand What the New Service Is or Does?
Do People See the Value of It in Their Life?
Do People Understand How to Use It?
Taking Slices through the Blueprint
Choose Where to Focus Resources
Journey Summaries
Phase and Step Summaries
Channel Summaries
Specifying Individual Touchpoints
Summary
CHAPTER 7
Defining Experience
Types of Experience
User Experience
Customer Experience
Service Provider Experience
Human Experience
Expectations versus Experiences
Considering Time as an Object of Design
Service Experience Prototyping. Why Prototype?
Prototyping is the Willing Suspension of Disbelief
Four Levels of Experience Prototyping
Discussion
Participation
Simulation
Pilot
Preparing for Experience Prototyping
Step 1—The Customer Journey
Step 2—People
Step 3—Tangibles
Experience Prototyping Practicalities
Listening In on Call Center Prototyping
Make Websites in Microsoft Excel
Cheap Modular Furniture
Online Prototyping Blogs
Summary
CHAPTER 8
Measurement for the Common Good
Establishing a Truth with Management
Apples and Oranges—Define Baseline Data before Design and Launch
Making the Case for Return on Investment
Using the Service Blueprint to Model Measurement
Money Talks
Avoiding Common Mistakes When Measuring Services. Measure experiences over Time
Measure across Touchpoints
Share Customer Satisfaction Measurements with Staff
Measurement Frameworks. Net Promoter Score
The Expectation Gap
SERVQUAL and RATER
The Triple Bottom Line
Summary
CHAPTER 9
Economic Challenges—Moving Businesses from Products to Services
Hilti
Ecological Challenges—Service Design and Resources
Hafslund
Social Challenges—Service Design for Improving Society
Make It Work
Starting with Fieldwork
The Case for Investment
Making It Work
The Social and Economic Return on Investment
The Revenue Potential
Savings for Every Step of the Journey
The Bottom Line
Tackling Wicked Problems
Service Design for a Better World
Index. A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
Y
Z
ACKNOWLEDGMENTS
ABOUT THE AUTHORS
Footnotes. Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
FROM INSIGHT TO IMPLEMENTATION
Andrew Polaine, Lavrans Løvlie, and Ben Reason
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Basing the Service Proposition on Insights
The Zopa Service Proposition
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