service design: your next career move
TRANSCRIPT
service design
Your Next Career Move
or… Totoro’s Umbrella of UX
Service DesignYour Next Career Move
or…
Totoro’s Umbrella of UX
Experience DesignerBrandon E.B . Ward
@uxward nonlinear.me
who is totoro?
My Neighbor Totoro by Hayao Miyazaki
o_OWhat the…
Service Design:
…aims to create services that are Useful, Useable, Desirable, Efficient, and Effective
…is a human-centred approach that focuses on customer experience and the quality of service encounter as the key value for success.
…is a holistic approach, which considers, in an integrated way, strategic, system, process, and touchpoint design decisions.
Service design: Show me!
Service design: Show me!
?
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
this is service
design…done right
Winning!
service design From whence came this magical creature, by whom and when?
service design timeline
service design timeline
Service Design is the purview of the Marketing department.
Introduce the “service blueprint” to map the sequence of events in a service and its essential functions in an objective and explicit manner
1982
service design timeline
1982 1991
Marketing Service Blueprint Dr. Michael Erlhoff introduces
Service Design as a design discipline at Köln International School of Design
service design timeline
1982 1991
Marketing Service Blueprint
2001
Live│Work, the first Service Design consultancy, opens for business in London
Design Discipline Dr. Erlhoff
service design timeline
1982 1991
Marketing Service Blueprint
2001
Design Discipline Dr. Erlhoff
2004
The Service Design Network is launched by Köln International School of Design, Carnegie Mellon University, Linköpings Universitet, Politecnico di Milano and Domus Academy in order to create an international network for service design academics and professionals
Live | Work First SD Consultancy
service design timeline
1982 1991
Marketing Service Blueprint
2001
Design Discipline Dr. Erlhoff
2004
Live | Work First Service Design
Consultancy
2013
Adaptive Path launches the Service Experience Conference in San Francisco, CA
service design timeline
1982 1991
Marketing Service Blueprint
2001
Design Discipline Dr. Erlhoff
2004
Live | Work First Service Design
Consultancy
2013
What will you do now?
SDN Network
Launched
Adaptive Path Service Experience
Conference
service design So…what does it look like?
Service design
WHAT ARE SOME SD BUZZWORDS?
๏ Touchpoints
๏ Actors
๏ Customers
๏ Service Blueprints
๏ Experience Maps
๏ Much more…
What is a
Touchpoint?
Point of Interaction between the customer and the brand…
a brandshake
What is an
Actor?
Managers, marketers, engineers, designers, front-line staff, and customers
What is a
Customer?
User, Client, Person, Persona etc.
What is a
service blueprint?
Ideally, employees should contribute to the prototyping of certain service moments, and therefore have a clear vision of the concept…
Service Blueprints are the standard method to illustrate these processes and evidence.
This is Service Design Thinking, Stickdorn/Schneider
What is a
Experience map?
(Also called Customer Journey Map)
It provides a vivid, but structured visualization of a service user’s experience. The touchpoint where users interact with the service are often used in order to construct a “journey” — an engaging story based upon their experience. This story details their service interactions and accompanying emotions…
This is Service Design Thinking, Stickdorn/Schneider
What else is there?
Lots!
๏ Stakeholder Maps
๏ Service Safaris
๏ Shadowing
๏ Contextual Inquiry
๏ The Five Whys
๏ Cultural Probes
๏ Mobile Ethnography
๏ Day In The Life
๏ Expectation Maps
๏ Personæ
๏ Idea Generation
๏ What if…
๏ Design Scenarios
๏ Storyboards
๏ Desktop Walkthrough
๏ Service Prototypes
๏ Service Staging
๏ Agile Development
๏ Co-Creation
๏ Storytelling
๏ Drama Coaching
๏ Customer Lifecycle Maps
๏ Business Model Canvas
๏ ???
service design? So…Who cares?
Service design - who cares?
Information Architecture
User Research
Visual Design
Interaction DesignEditing &
Curating
Copy Writing
Design Process Management
Information Design
Agile Methods
Analytics
Use-Cases
Marketing
Technology
Domain Knowledge
ROIBusiness Knowledge
Social Networks
Ethnography
Storytelling
SketchingPresenting
Facilitating
Critiquing
UX
Service design - who cares?
UXWebsite
Service design - who cares?
UXWebsite
UXSEO
UXSupport
UXSales
UXReception
UXCatering
UXMarketing
UXWebsite
UXSEO
UXSupport
UXSales
UXReception
UXCatering
UXMarketing
Service design - who cares?
This is service design
EVERYTHING IS UX!
It’s Over?
Yep! Thanks!
Experience DesignerBrandon E.B . Ward
@uxward nonlinear.me
Totoro illustrations by Phil Crash