Service Design – Designing the Customer ExperienceWorkshop

Marianne Utnes KjøsnesService Designer, Oslo

Ingjerd Straand JevnakerSenior Service Designer, Oslo

The following slides are a summary of a service design workshop we facilitated in Helsinki in January 2013 @ CGIs annual Ratkaisu-conference.

So, what is this about?

3

ux.no

If you want to know more, get in touch! UX

4

A customer experience is the sum of various touchpoints and actors that make up the service offering.

5

What is service design?

Service design is all about making the service you deliver useful, usable, efficient, effective and desirable.

Its aim is to create better customer experiences that are valuable and useful for both the customer and the business.

Adapted from the UK Design Council and Service Design Berlin

Walking in your customer’s shoes

To be able to create outstanding customer experiences you need to be able to put yourself in their shoes and under their skin.

Empathy

The ability to understand and share the feelings of another.

Understanding and sharing your customers feelings is essential to designing good service experiences.

Who is the customer?

EMPATHY MAPWORKSHEET

EMPATHY MAPWORKSHEET

Empathy MapDraw the empathy map for your customer

10 min

Share

A day in the life of...What happens to your customer?

What services do they need - or want?

A DAY IN THE LIFE OF....WORKSHEET

A DAY IN THE LIFE OF....WORKSHEET

A day in the life of...Draw the day of your customer

10 min

Share

SERVICEWORK SHEET

Adapted fromService Design Berlin

SERVICEWORK SHEET

Adapted fromService Design Berlin

Describe your servicePick one idea for a service individually and fill out the service work sheet.

takeaway

...some snaps from the actual workshop.

What has this been about?A quick snapshot of a way of working, getting into the shoes of the customer.

Did it spark some new ideas?

Inspired?Done correctly, service design is an holistic approach to designing better customer experiences that are valuable and useful

- for both the customer and the business.

But remember!In a real project, this sort of workshop should be done in conjunction with real user insight (observation/interviews).

There is no replacing actual field work (unless you are designing for yourself, which is a bit of a risk really).

25

User Experience Specialists around the world

In CGI there are 150+ people who are passionate about delivering user-friendly digital services and service design – of which around 45 people are based in the Nordic Region.

Copyright World Map: Antoine Mallet

26

What else do we do?

UX team, Oslo

27

ux.no

If you want to know more, get in touch!