10. One designs the interface
of the experience and the
other the service and
organization behind it.
“
Oliver King - Engine
11. Service design is holistic while UX tends to
focus on one touchpoint at a time.
Service design describes cross channel
experiences or journeys from multiple points
of view. UX tends to focus on “the user”
Service design may or may not include digital
channels or touchpoints. UX tends to focus
on digital products.
15. Service Design Tools
Personas Desktop Walkthrough
Storyboard Service Prototypes
Stakeholder Mapping Co-Creation
Contextual Inquiry Story Telling
Cultural Probes Service Blueprints
Customer Journey Maps Customer Lifecycle Maps
Business Model Canvas Swim Lane Journey Maps
16. Personas
- Fictional profiles representing a user group.
- Based on research.
-Shift focus away from demographics,
towards wants and needs of real people.
This is Service Design Thinking
18. Stakeholder Mapping
- Visual or physical representation of various
groups involved with a particular service.
- Interplay between groups can be analyzed.
- Shared interests can cluster stakeholders.
This is Service Design Thinking
20. Customer Journey Map
- Vivid but structured visualization of a
service user’s experience.
- Touchpoints are defined.
- Overview of factors influencing the
experience from a user’s perspective.
This is Service Design Thinking
22. Desktop Walkthrough
- Small scale 3-D model of a service
environment.
- Simple models are built with Lego,
cardboard and sketching.
- Iterative analysis of the situations depicted -
allowing for assessment and co-development.
This is Service Design Thinking
24. Service Blueprint
- A visual schematic to specify and detail each
individual aspect of a service.
- Produced collaboratively to create shared
awareness of each team’s responsibilities.
- Provide a roadmap for actual service
delivery.
This is Service Design Thinking
27. Forrester report ‘The State of Service Design
2013’ identified:
- 70 EMEA agencies
- 35 North American agencies
- 8 Canadian agencies
http://www.forrester.com/The+State+Of+Service+Design+2013/fulltext/-/E-RES108541
29. Service Design Resources
This is Service Design Thinking - Stickdorn, Scheider
Service Design Polaine, Lovlie, Reason
servicedesigntools.org
servicedesigntoolkit.org
smaply.com
thisisservicedesignthinking.com
service-design-network.org
