A brief guide to service
design (and why it ma?ers for UX people) UX Brighton – Jan 2010

@p_thurston @choosenick thinkpublic
EMC ConsulIng

www.xbox.com/live
www.streetcar.co.uk

1. A brief guide to
service design 2. Some examples 3. Why UX people should care

1. A brief guide to
service design

Services
are
everywhere

Services
are
important

Services are designed by
everyone, all the Ime

And generally not very well!
Source: Bain Customer-Led Growth diagnostic questionaire;Satmetrix Net Promoter database

So, what can ‘design’ bring
to improving service experiences? Two, broad and overlapping areas

Service Design Doing & Thinking

Service Design Doing & Thinking
Most projects involve a bit of both…

Design is useful for improving
services because it… is able to take a broad viewpoint provides new methods of engaging customers is a flexible process can make complicated things simple deliver be;er outcomes

Service Design Thinking The
use of design approaches and methods as an organisa>onal strategy. (i.e -­‐ a process)

Back
in
10min

2. Some Examples Companies
& Projects

OrganisaIons that use design
doing + thinking

The
NHS

Building a ‘design thinking mentality’
www.insItute.nhs.uk

So, two different uses for
the term service design

Very much like the two
versions of User Experience Design

User Experience Design Doing &
Thinking

User Experience Design Doing &
Thinking Most projects involve a bit of both…

So, Service Design and User
Experience Design aren’t really that different. UX design doing UX design thinking The design of new digital user PuHng people and their experiences across hardware and experiences at the heart of the soIware interfaces design process. SD design doing SD design thinking The design of new services, The use of design approaches experiences and touchpoints. and methods as an organisa>onal strategy.

But, why should people interested
in UX care about service design?

1. Service design can (probably)
help you make more money 2. Service design (may) help you get more excited about your work

1. Service design can (probably)
help you make more money 2. Service design (may) help you get more excited about your work SD is a great new business development tool that opens doors to new organisaIons and new bits of organisaIons (bits that impact on the customer)

1. Service design can (probably)
help you make more money 2. Service design (may) help you get more excited about your work SD enables you to move up the ‘value chain’ and have conversaIons about projects at an earlier stage – thus shaping the work more, and creaIng bigger projects

1. Service design can (probably)
help you make more money 2. Service design (may) help you get more excited about your work Broadly focused, conscienIous, UX people are doing SD anyway – UCD, prototyping, visualising etc

6 Ips for geang more
into service design

1: Have one killer case
study! You get the work you do… And you get the work you talk about…

2: You don’t win SD
projects talking about UX

3: Start by selling user
research projects with a broad focus

4: Make sure you’re selling
to the right people

5: Make sure you like
designing strategies, running workshops, thinking about business models and so on.

6: Work on stuff that
ma?ers to you and have a great story about why you’re doing it.

choosenick.com paulthurston.co.uk
Service Design is new and exci>ng, explore and help define it here: servicedesigning.org