SERVICE DESIGN
A service enables a user to 'do something'
e.g. 'Tax your vehicle'
USER CENTRED DESIGN vs SERVICE DESIGN
- WHAT'S THE DIFFERENCE?
The most fundamental difference is the nature of the design problem trying to be solved
User Centred Design
typically solves problems confined to an individual product (individual touchpoints within a service)
Service Design
is also interested in how product touchpoints are connected
(how people move from product to product)
With understanding of each touchpoint and shaping how touchpoints work together – from both the perspective of the end user and
those responsible for running the service – is the ability to design better customer and better user experiences
THREE P'S OF SERVICE DESIGN
Service design is the activity of planning and organising a business’s resources (people, products and processes) in order to directly improve the customer’s experience and indirectly improve the employee’s experience
People
people, skills and capabilities in the provision of services, including partners
Products
physical or digital artifacts, including technology products, used in service delivery
Processes
processes, roles and activities in the provision of services
DESIGNING WHOLE SERVICES
Considering the entire service
FROM START TO FINISH
from the user's perspective of starting to achieve a goal to when it is achieved
FROM FRONT TO BACK
from the user-facing service through internal processes, policy and organisational structures
THROUGH EVERY CHANNEL
considering physical, analog, digital, phone and face to face elements of the service
THE SERVICE BLUPRINT
One of service design’s outputs is the blueprint which details all customer/service provider interactions
USER EXPERIENCE vs CUSTOMER EXPERIENCE
- WHAT'S THE DIFFERENCE?
Much like the difference between User Centred Design and Service Design
User Experience is more focused on the digital domain – Customer Experience looks at the whole omni-channel service
User Experience (UX)
experience from interaction with a product
- measured with metrics such as: success rate, error rate, abandonment rate, time to complete task
Customer Experience (CX)
experience from all interactions with a brand over time
- might be measured in: customer satisfaction, number of return visits or recommendations
a common approach is to move from silos (where each team or department measures in isolation) to a position
where measuring is an aid to an overall CX performance improvement
- Copyright Users First Ltd 2024