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“Start with needs; Do less; Design with data; Do the hard work to make it simple; Iterate; Then iterate again; Build for inclusion; Understand context; Build digital services, not websites; Be consistent, not uniform; Make things open: it makes things better.”
(Gov.uk)
Lecture by Anna Meroni ~ “In this lecture, given to design students at Malmö University, Meroni outlines the basic concepts of service design and discusses the insights she have made while working with diverse stakeholders in multiple design projects.”
“Content is a key element of customer experience. It may well be one-way to begin with-a white paper, a podcast, and so on-that people read or listen to. But in all its glory content should serve as a primary, integrated element of interactive experiences.”
(Rohn Jay Miller a.k.a. @rohnjaymiller ~ Social Media Today)
Example: Touchpoint orchestration ~ “Consumers interact with companies in many different ways. They may receive corporate information through publicity in the media, they see brand advertisements on TV or in magazines, they interact with personnel during the buying process or at the customer service desk, they unwrap packaged goods, they sample products in stores, and so on. Ideally, the different design elements that consumers experience should work together like the instruments in an orchestra to create the overall experience. Just like the instruments in the orchestra each have a different character, the design elements do not need to be similar in order to work together in creating a great and engaging experience. Touchpoint orchestration makes sure that all different elements work together and in the right order, in order to create the desired user experience.”
“In today’s business environment, if you don’t make a conscious effort to design the delivery of your service it will just form itself – for better or worse.”
(Mike Lorge ~ TechDay)
“If design be seen as the integration of art and science, or applied arts, it can be broken into several distinct, but closely-integrated components. One of these is craft, and the tangibility of design – as a means of both exploring and communicating a concept.”
(Steve Baty a.k.a. @docbaty)
“This is a big gap where businesses choose to invest in their services. They spend a lot of money to tell you how great the service is, and then, all too often, the service doesn’t live up to the hype. Brands become hypocrites thanks to their own investments.”
(Brandon Schauer a.k.a. @brandonschauer ~ Adaptive Path)
“The purpose of this design plan is to bring the design elements of the strategy together in one place and to communicate these as widely as possible across design, industry, government and education. The Design Council’s aim is to provide a useful strategic framework for organisations, institutions and individual businesses with an interest in making design-led innovation happen. Design can help organisations transform their performance, from business product innovation, to the commercialisation of science and the delivery of public services. That is why design forms an integral part of the Government’s plans for innovation and growth and features strongly in our Innovation and Research Strategy for Growth.”
“Though it is clear that many banking institutions around the world are experimenting with new models for delivering service and value, it is also clear that this is the tip of the iceberg. There is a notable lack of obvious investment by our larger institutions. In the face of current financial upheaval and recession I would suggest that now is a good time for banks to invest in an alternative customer-centered future. The principles and practices of service/experience design and design thinking and indeed other design thinking mash-ups such as strategy/planning design thinking, technology design thinking, organization design thinking, and you-name-it design thinking offer much to financial services in their search for innovation.”
(Brian Gillespie a.k.a. @designbusiness ~ Strategic Design redux)
“If there is one thing that has held the test of time, it’s that history is bound to repeat itself. What was once old will most certainly become new again in the cycle of time because good ideas never go out of style. Service design is a shining example of this fact. In spite of the fact that the conception of service design is nearly 30 years old, it is an idea that is more relevant than ever today. Service has become a serious topic of discussion in the design community these days and it’s being recognized more and more as a key to business success in competitive markets. Good service design breeds satisfied, loyal customers. This post will walk you through the basics and how you can begin using it to your advantage to turn travelers into your very own brand ambassadors.”
(Mark Eberman a.k.a. @bikeboy389 ~ Digital Compass)
“This isn’t about throwing designers in an organisation. It is both bringing in design capacity and expertise inside the organisation and educating/building understanding and capabilities of it’s potential so this design team/designers/central role can flourish. (…) It is simply not enough to deliver toolkits to organisations on how to design, we have to consider it becoming the DNA of the organisation.”
(Sarah Drummond ~ Snook)
“Service companies can’t show customers a tangible product. Since services are intangible, the only way to sell them is by making a promise to perform. But most service companies fail to keep their promises, leaving customers frustrated, confused and abused. Why do so many service companies fail to keep their promises to customers?”
(David Gray a.k.a. @davegray ~ Dachis Group)
“(…) we have created a set of practical tools to help cultural organisations use the principles and approaches of service design to improve the experiences they produce – supporting the innovation process all the way from ideation to delivery.”
(Rohan Gunatillake ~ The Guardian)
“Experience maps have become more prominent over the past few years, largely because companies are realizing the interconnectedness of the cross-channel experience. It’s becoming increasingly useful to gain insight in order to orchestrate service touchpoints over time and space.”
(Chris Risdon a.k.a. @ChrisRisdon ~ Adaptive Path)
“Attention to the customer experience must be paid by all departments in order to ensure delivery of top quality experiences and services because this service delivery is critical to nurturing the customer relationship, building value and ensuring sustainability.”
“The emerging service economy will require business and society to do some some fundamental restructuring. The organizations that got us to this point have been hyper-optimized into super-efficient production machines, capable of pushing out an abundance of material wealth. Unfortunately, there is no way to proceed without dismantling some of that precious infrastructure. The changes are already underway.”
(Dave Gray a.k.a. @davegray ~ Dachis Group)
“(…) at Service Design Conference 2011 in San Francisco the closing keynote speaker Richard Buchanan was fantastic. It was interesting to hear his view that Management is a design practice and that Service Design is an emergent practice, not a novelty. He also gave the group a bit of tough love, by saying: “The role of the designer is to be the facilitator not the center”, and the crowd responded with applause. This was the best speaker of the two days, hope you all enjoy.”
“Service design is a relatively new discipline that asks some fundamental questions: What should the customer experience be like? What should the employee experience be like? How does a company remain true to its brand, to its core business assets and stay relevant to customers? It has grown as our economies have moved from being primarily manufacturing based to service based, and as our world becomes increasingly complex, networked, and interconnected via technology. It uses design methodologies, but applies new, heuristic design tools to develop service models that delight both users and employees who deliver services. A service designer isn’t just rational and analytical, but uses creative insight and inspiration to help organizations develop innovative services.”
(Darren Weiss ~ The SmartVan)
“The fields of user experience and service design typically use storyboarding to sell design solutions. They do this by casting personas in stories, showing the benefits of those solutions. They often look quite polished and professional, and can be daunting to some in these fields to pick up a pencil and try it for themselves. But not only can you draw these scenario storyboards yourself to sell your solutions, you can also use them as a powerful method for devising those solutions in the first place. Storyboards are part of the intriguing world of sequential art, where images are arrayed together to visualise anything from a film to a television commercial, from a video game to a new building. They’re an effective communication device, bringing a vision to life in a way that anyone can grasp and engage with, before investing in producing the real thing.” ~ UPDATE: Added part 2 and part 3
(Ben Crothers a.k.a. @bencrothers ~ Johnny Holland Magazine)
“Service design is a process that examines the relationship between those who use a service and the service environment. By focusing on and making improvements to the points at which users interact with other people or the environment, service design enables an organization to run smoothly, provide the best service to its users, and reduce the kind of situations that that can generate complaints.”
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