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CONTENTS

Оглавление

How 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

Service Design

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