服務設計深入淺出-class-001

1. Service Design
服務設計
SEP.25
吳宗德

2. 服務設計
Service Design(SD)
探索、歸納、工具、合作、說服

3. 服務設計
設計師
服務藍圖
服務
流程
使用者經驗
設計
方法
品牌
互動設計
顧客分析
利益者
觀察

4. 評量方式
Overall Grade
平時出席和討論 30%、期中發表 35%、期末發表 35%

5. 展開餐巾紙 Unfolding the Napkin : the hands-on
method for solving complex problems with simple
pictures

6. Today’s
Goals
• Introduce service basics
• Play some methods of service design
• Consider business implications of
service design

7. Service Design ?

8. Design
Service

9. Design

10. How color impacts emotions and behaviors

12. Color Can Impact Your Business,
or Beware of Brown!

19. 美。用。造

20. 美。用。造
白。易。少

21. 美。用。造
白。易。少
印象。連續。成本

22. Design is the process
of making something
better for someone

23. Service

24. Products vs. Services

25. What’s a great product
without great service ?
What’s great service
without a great product ?

30. 評分

31. This was not designed

32. This was designed

33. Services need design help

34. Tim Brown 談鼓勵設計師放大思考格局
Tim Brown urges designers to think big
影片

35. Discovery
Definition
Design
Delivery
Service Design (SD)

36. Discovery
Experience
Tools / Devices /
Equipment
Environment

37. Persona

39. 分組練習 a
訪談建立 Persona

40. 搭飛機
訪談建立 Persona

41. Onstage
Backstage

42. Onstage / Backstage

43. Definition
Customer Journey Map
User Needs / Key Findings

47. 創世紀 Genesis
米開朗基羅
梵蒂岡。西斯廷教堂
《創造亞當》

48. Touchpoint
“Anytime a customer comes into contact with
any aspect of a business, however remote, is an
opportunity to form an impression.”

50. “Everytime there is an opportunity to “touch” or
interact with a customer is a valuable touch point.
It’s your chance to win over a new customer, who
will tell their friends and spread invaluable”
Touchpoint

51. Brugnoli Gianluca
Connecting the Dots of User Experience, Journal of Information
Architecture, Issue 1 Volume 1, Spring 2009

55. 分組練習 b
描繪 Touchpoint 矩陣

56. 搭飛機
描繪 Touchpoint 矩陣

57. Design
Creating Concepts
Co-creation
Engagement
Prototyping
Validation

60. Delivery
Tangible
Intangible

61. 服務藍圖
Service Blueprint

62. 服務藍圖可以?
• Customer
interac4ons
• Employee
roles
• Opera4onal
process
• Informa4on
technology

63. Customer actions
line of interaction
Onstage actions
line of visibility
Backstage actions
line of internal interaction
Support processes

66. 分組練習 c
描繪 Service Blueprint

67. 搭飛機
描繪 Service Blueprint