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Workshop on Service Design Thinking

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I conducted a mini-workshop on Service Design Thinking at Agile Chandigarh conference. Here's the deck

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Workshop on Service Design Thinking

  1. 1. Service Design Thinking Tathagat Varma Country Head, Chinasoft
  2. 2. How many of you… •Love your customer service? •Buy based on recommendations?
  3. 3. Bad looks like…
  4. 4. Good looks like…
  5. 5. What is a Service? Products of economic activity that you can’t drop on your foot, ranging from hairdressing to websites. The Economist.
  6. 6. Product vs. Service • “what can we make?” • Tangible and identical objects that can be touched, tried, felt, tasted, or transferred or even returned. • They must be manufactured, stored, transported, marketed, and sold, and are separable from the seller. • Production and consumption might have a time lag - there might be goods ready to be sold • Mass production ensures uniform quality. • There is no customer involvement. • Car, mobile, pen, mattress, table, etc. • “what can we do?” • Intangible and diversified amenities provided by people that are often “experienced” but never retained, transferred or ever returned. • They are outputs of individual action or collective performance and can’t be “stored”, and are inseparable from the service provider. • Production and consumption must occur simultaneously - there are no inventories • Uniformity in services and timeliness are key. • The customer has a high involvement. • Transport, internet, banking, music streaming, hotel booking, etc.
  7. 7. Continuum…
  8. 8. What is Service Design “A service is something that I use but do not own. Service design is therefore the shaping of service experiences so that they really work for people. Removing the lumps and bumps that make them frustrating, and then adding some magic to make them compelling.” Mat Hunter, Chief Design Officer at the Design Council, UK
  9. 9. Why Service Design? The term “service design” was coined by Lynn Shostack in 1982. Shostack proposed that organizations develop an understanding of how behind-the-scenes processes interact with each other because “leaving services to individual talent and managing the pieces rather than the whole make a company more vulnerable and creates a service that reacts slowly to market needs and opportunities.”  https://www.nngroup.com/articles/service-design-101/
  10. 10. …is an iterative process
  11. 11. Product vs. Service Design https://medium.com/@shahrsays/so-what-actually-is-service-design-e0ed602b77a9#.vwucplhs2
  12. 12. 5 Principles of Service Design •User-centered •Co-creative •Sequencing •Evidencing •Holistic
  13. 13. 1. User Human-centered •Services are delivered by humans to humans •We need to focus on •The user, •The provider, and •The business buyer
  14. 14. 2. Co-creative The provider and the consumer of a service together play a role in the actual delivery of a service.
  15. 15. 3. Sequencing Visualized as a sequence of interrelated actions
  16. 16. 4. Evidencing Visualizing the intangible services in terms of physical artifacts
  17. 17. 5. Holistic The entire environment of a service needs to be considered
  18. 18. A Service Design Process
  19. 19. Touchpoint A touchpoint represents a specific interaction between a customer and an organization. It includes the device being used, the channel used for the interaction, and the specific task being completed. A customer journey is made up by a series of touchpoints, with each touchpoint defining the details of the specific interaction. https://www.nngroup.com/articles/channels-devices-touchpoints/
  20. 20. Journey Maps A customer journey map provides a vivid but structured visualisation of a service user’s experience as an engaging story. This story details their service interactions and accompanying emotions in a highly accessible manner.
  21. 21. My Credit Card story
  22. 22. Service Blueprint Service blueprints visualize organizational processes in order to optimize how a business delivers a user experience. A service blueprint is a diagram that visualizes the relationships between different service components — people, props (physical or digital evidence), and processes — that are directly tied to touchpoints in a specific customer journey. Blueprinting is an ideal approach to experiences that are omnichannel, involve multiple touchpoints, or require a crossfunctional effort (that is, coordination of multiple departments). https://www.nngroup.com/articles/service-blueprints-definition/
  23. 23. Recap • Services are everywhere (and growing!) • Everything else equal, quality of service determines user experience (and thus preferences!) • Companies need to consciously work on continuously improving services • Service Design Thinking allows a systematic way to approach it
  24. 24. References • https://youtu.be/bA_gnQqjmz4 • https://www.economist.com/economics-a-to-z/s#node-21529672 • http://www.servicedesignbooks.org/ • https://youtu.be/ojqN3tZqcew • https://hbr.org/1984/01/designing-services-that-deliver • https://youtu.be/J4hFqoFhyeA • https://youtu.be/VNp2svGf25Y • https://www.nngroup.com/articles/service-blueprints-definition/ •