Service Design Introduction

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A brief introduction about Service Design: / service definition / service design approach / service design methodologies & tools / future challenges

Design

WHAT IS A SERVICE?
From the latin etymology "Servitium" means any
activity or performance
provided by a person for the benefit to another.
-T. Levitt, 1985 -
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

SERVICE FEATURES
/ Intangibility
/ Flexibility
/ No owned by provider
/ Based on the time flow
/ Unstable demand
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

WE ARE SURROUNDED BY SERVICES
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

EVERY DAY WE MAKE CHOICES
banking hospitality
security
insurance
entertainment
logistic
mobility
healthcare
retail
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

SERVICE MARKET
Companies believe
to provide a good
Users satisfied
80% 28%
GDP of developed
countries is based
on services
+75%
*source:
Forrester
-The Customer Experience Index, 2012 "
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

PRODUCT VS SERVICE
Production
Product
Utilization
Production
Service
Utilization
IN SERVICES THE LINK
BETWEEN THE PRODUCTION AND
DELIVERY OR UTILIZATION
IS STRITCLY CONNECTED.
THAT MEANS MORE
INTERACTIONS TO TAKE
CARE DURING THI STAGE.
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

CONSIDER
TOUCHPOINTS
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

signboard
provider sta
window
cash desk
goods
uniform
receipt bag
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

SERVICE PHASES
Get Access / Engagement / Delivery / Post Service
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

SERVICE EXPERIENCE DESIGN
marketing
interaction design
graphic design
management
sociology
Communication
SERVICE DESIGN IS AN INTERDISCIPLINARY
APPROACH THAT COMBINES DIFFERENT METHODS
AND TOOLS FROM VARIOUS DISCIPLINES
FOCUSED ON THE CREATION OF WELL THOUGHT THROUGH
EXPERIENCES, USING TANGIBLE AND INTANGIBLE MEDIUMS
IT PROVIDES BENEFITS TO THE USER EXPERIENCE
*Service Design is essential in a knowledge drive economy
-The Copenhagen Institute of Interaction Design-
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

THREE LEVELS OF INVESTIGATION
Technology
Users
Context
dematerialization
mobile
real / virtual
needs / expectations
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

THE SERVICE IS INTENDED AS A SERIES OF ACTIVITIES,
OR INTERACTIONS PLACED IN SERIES...
EXPLORING EACH STEP ALLOW TO HAVE A HOLISTIC PICTURE ABOUT THE WHOLE SYSTEM
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

HOLISTIC VISION
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

HOLISTIC VISION
users
FRONT STAGE
BACKSTAGE
provider
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

EMOTIONAL ASPECTS
FOR THE HUMAN BEHAVIOR IT'S EASIER TO HAVE FEELINGS
TO A PRODUCT THAT COULD BE OWNED
- D. Saer -
Service Service Product
Product
+
Experience
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

FINAL GOAL
/ PLAN
/ UNDERSTAND NEEDS
/ TURN LIMITS INTO OPPORTUNITIES
/ CHANGE THE CURRENT SITUATION WITH SOLUTIONS
=
REDUCE COMPLEXITY, IMPROVE USABILITY, PROVIDE GOOD EXPERIENCE
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

METHODOLOGIES TOOLS
VISUALIZE THE DIFFERENT STAGES OF DEVELOPMENT AND SOLUTION INVOLVING
ACTORS IN A COMPLEX INTERACTION PROCESS.
DEFINE UNDERSTAND DISCOVER DESIGN DELIVER
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

METHODOLOGIES TOOLS
DEFINE UNDERSTAND DISCOVER DESIGN DELIVER
FIND LEARNING... ABOUT THE CONTEXT
BENCHMARK ACTIVITY :
/ Competitors Analysis
/ Mission And Goals
/ Market Positioning
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER DESIGN DELIVER
MOODBOARD
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER DESIGN DELIVER
REQUIREMENTS ANALYSIS
Cutomer Research :
/ Obeservation
/ Interview
/ Survey Online
SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER DESIGN DELIVER
JOURNEY MAP Stekeholders Map
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER DESIGN DELIVER
VISION AND STRATEGY
Evaluate Limits / Opportunities
/ Analyse Touchpoints
/ User Expectation - Needs
/ System logical process
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER DESIGN DELIVER
EXPECTATION MAP PERSONAS MAP OPPORTUNITY MAP
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER DESIGN DELIVER
DEVELOPING THE CONCEPT
Adapt new solutions considering
eects - consequences
/ Define strategies and user target
/ Create logic models - service system
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER DESIGN DELIVER
SYSTEM MAP BLUEPRINT MAP SCENARIO
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER DESIGN DELIVER
IMPLEMENTATION
Evaluate the process with
the sta and users.
/ Prototyping
/ Monitoring
/ Usability Test
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER DESIGN DELIVER
MOCK UP SERVICE PROTOTYPE EXPERIENCE PROTOTYPE
SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

BENEFITS
USER PROVIDER
/ Usability
/ No frustrations
/ Good experience
/ Reduce risks
/ Save money
/ To be the first on the market
SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

FUTURE CHALLENGES
EVERY DAY WE SHARE DATA THAT TELL OUR STORY:
WHAT WE LIKE, WHERE, WITH WHO AND WHY...
SERVICE DESIGN GIVES A DIRECTION TO THIS CHAOS AND USES
ALL THIS DATA IN ORDER TO PROVIDE SMART SERVICES.
SAVING:
/ TIME
/ EFFORT
/ RESOURCES
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

THANK YOU...
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
@sardus_pater
https://twitter.com/sardus_pater

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