Service Design User Experience (UX) topic overview/definition
Service Design: Concept Definition
Service design is a process in which the designer focuses on creating optimal service experiences. This requires taking a holistic view of all the related actors, their interactions, and supporting materials and infrastructures. Service design often involves the use of customer journey maps, which tell the story of different customers’ interactions with a brand, thus offering deep insights.
Marc Stickdorn and Jakob Schneider, authors of the bestselling book This is Service Design Thinking, provide five basic principles that underlie service design:
- User-centered, through understanding the user by doing qualitative research
- Co-creative, by involving all relevant stakeholders in the design process
- Sequencing, by partitioning a complex service into separate processes
- Evidencing, by visualizing service experiences and making them tangible
- Holistic, by considering touchpoints in a network of interactions and users
To employ a service design process, a designer uses a wide range of design tools for exploration and creation. Qualitative research methods for service design are similar to general user-centered research methods: observations, contextual interviewing, etc. Using such methods, designers can envision a spectrum of situations in which users may interact with brands, from discovery to conversion and attendant issues such as customer reengagement.
The design process includes the creation of personas, customer journey maps, stakeholder maps, and value network maps—based on the insights from qualitative research. For example, the development of personas carries the vital benefit of allowing designers to consider characteristics of their target audiences that they may otherwise overlook. A heavyweight issue is accessibility. This is why including personas of would-be users with disabilities (such as color blindness) is instrumental in helping to filter through the elements that will make a better design overall. Finally, co-creation sessions result in service prototypes and advertisements, which are further developed in an iterative design process.
For your convenience, we’ve collected all UX literature that deals with Service Design. Here’s the full list:
The Moment of Truth - Build Desirable Relationships with Users and Customers
In order to understand “the moment of truth”; it’s important to understand the customer lifecycle with a brand or product. There are many moments at which a customer (or potential customer or former customer) will interact with a brand. A moment of truth is simply any interaction during which a customer may form an impression of your brand or p...
Making sense of new UX words: A first dictionary for UX Ecosystem Design
User experience (UX) is very much about communicating, advocating and spreading. As UX practitioners, we spend a great amount of our time engaged in these types of activities. To help you learn and understand new buzzwords, I have written this article to introduce some of the words related to the User Experience Ecosystem Design. You will see ho...
Product-Service Hybrids – When Products and Services Become One
Mikal Hallstrup,, the Chief Visionary Officer of Designit says; “The world doesn’t necessarily need more products, it needs better solutions.” While a solution may commonly be a product or a service, it’s more likely to be a combination of the two in many instances today.The combination of a product and a service is a product-service hybrid. For...
Service Design - Design is Not Just for Products
Service design is concerned with the design of services and making them better suit the needs of the service’s users and customers. It examines all activities, infrastructure, communication, people, and material components involved in the service to improve both quality of service and interactions between the provider of the service and its cust...
Service Blueprints - Communicating the Design of Services
Service blueprints were first described by Lynn Shostack, a banking executive, back in 1982 in the Harvard Business Review. They’ve become popularized over the last few years as service design has grown as a profession. In addition to being useful in service design they are often used by operational management to gauge the efficiency of work wit...
The Principles of Service Design Thinking - Building Better Services
Service design is all about taking a service and making it meet the user’s and customer’s needs for that service. It can be used to improve an existing service or to create a new service from scratch. In order to adapt to service design, a UX designer will need to understand the basic principles of service design thinking and be able to focus on...
10 Ideas to Help You Sell UX Work
We know that UX is important. Google knows that UX is important. But when it comes to selling in UX work it can often feel like nobody else knows that it’s important. Clients and colleagues often seem completely intractable on ideas when we present them. So how can we better serve those customers and get them to take on board what we do as valua...