designing services
TRANSCRIPT
Designing Services
The Smart Entrepreneur
Designing services
“Your customers are going to have
experience anyway. You might
As well design it so it is as good as
possible.” Clive Grinyer, Head
of experience design, Cisco
So how do you design a great experience?
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UK Economy by Gross Value AddedDistribution by employment is similar
What are services?“Products of economic activity that you can’t drop on your foot” -The Economist
Services70.2%
agriculture 1.1%
extraction 2.9%
manufacturing 18.7%
utilities 1.9%
construction 5.2%
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Traditional Services (e.g., independent shops, restaurants, hotels, etc)
Professional Services
(e.g. legal, accounting & consulting practices)
Public Services (e.g. education system, social services,
defence)
Complex, Systemic Services (e.g. banks, airlines, large scale retailing,)
On the increase…
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On the Decline
Physical services to people Services to stuff
Intellectual services to people Services to information
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Service Typology
Complex services can engage in all these to offer a service package
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Service Typology
Passenger hospitality Baggage handling
In-flight entertainment Ticket booking
All these aspects of the service have “tools” to make them
possible, often physical products but sometimes digital support
systems
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What about a hamburger?A product or service? (What are you actually buying?)
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Revenue Growth from Services (£ Bn)
Source www.rolls-royce.com Copyright of Clare Brass - RCA
“Whenever we are developing designs, we would get cabin crew or ground staff into the team so we are designing around the way they work”- Joe Ferry, Head of Design at Virgin Atlantic Design Council Magazine, Winter 2007, p. 52
Phase 1: Observe / Identify / UnderstandPhase 2: Co-creation & BrainstormingPhase 3: Refine, Measure & Implement
Designing user experiences
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Who else?
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Who else would you need in order to make the service?
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Service Design Process Blueprinting
Blueprinting is a way of visualising the touch-points of a service
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1.The identification of the service process, that is supposed to be blueprinted
2.The identification of the customer segment or the customers that are supposed to experience the service
3.Picturing the service from the customer’s perspective
4.Picturing the actions of the contact employee (onstage and backstage), and/or technology actions
5.Linking the contact activities
6.Adding the evidence of service for every customer action stepService Blueprinting: A Practical Technique for Service Innovation, by MJ Bitner, AL Ostrom, FN Morgan
Building a blueprint (6 steps):
Awareness Join Use LeaveContinue
Face to face
Telephone
Web
Other