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CONTENTS
ОглавлениеHow to Use This Book
Frequently Asked Questions
Foreword
CHAPTER 1 Insurance Is a Service, Not a Product
Consumer Insights
Company Insights
Putting Insights into Practice
Experience Prototyping the Service
The End Is Just the Beginning
CHAPTER 2 The Nature of Service Design
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
Making the Invisible Visible
The Performance of Service
Unite the Experience
Summary
CHAPTER 3 Understanding People and Relationships
People Are the Heart of Services
Insights versus Numbers
Summary
CHAPTER 4 Turning Research into Insight and Action
Levels of Insights
Insights-Gathering Methods
Collating and Presenting Your Insights
Summary
CHAPTER 5 Describing the Service Ecology
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
Start with Broad Phases and Activities
Add the Touchpoint Channels
Low Fidelity versus High Fidelity
Zooming In and Out
Summary
CHAPTER 6 Developing the Service Proposition
Basing the Service Proposition on Insights
The Zopa Service Proposition
Taking Slices through the Blueprint
Summary
CHAPTER 7 Prototyping Service Experiences
Defining Experience
Types of Experience
Expectations versus Experiences
Considering Time as an Object of Design
Service Experience Prototyping
Summary
CHAPTER 8 Measuring Services
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
Measurement Frameworks
SERVQUAL and RATER
The Triple Bottom Line
Summary
CHAPTER 9 The Challenges Facing Service Design
Economic Challenges—Moving Businesses from Products to Services
Ecological Challenges—Service Design and Resources
Social Challenges—Service Design for Improving Society
Tackling Wicked Problems
Service Design for a Better World
Index
Acknowledgments
About the Authors
