Service Design Castilano Simoons Andrea Plesner Arne J

Service Design • • • Castilñano Simoons, Andrea Plesner, Arne J. Berre,

SERVICE DESIGN THE STORY BEHIND

SHORT HISTORY 1997 Knowledge economy passes industrial economy 1999 Publication of The Experience Economy 2001 Livework - first service design consultancy 2002 Service Design expands in Europe 2009 -10 The Guardian ships a special issue of Service Design magazine. 2010 Statens Designkonkurranse - Service Design 2010 Norsk Designråd - Merket for God Design

WHY DESIGN SERVICES? The “service industry” accounts for around 75% of the Western economy (currently) Services are rarely designed with the same care and attention to detail as products. Better designed services lead to greater customer loyalty - from customers who pay more! - and more efficient business processes.

SERVICE DESIGN DEFINITION - “Design for experiences that happen over time and across different touch-points ”.

SERVICE DESIGN MENTALITY - “Try to design the experience before you spend time on designing the processes and technology needed to eventually run the service. ” LIVE|WORK

Jamin Hegeman

SOME EXAMPLES

Some examples Nordstrom BP Store 2009

Nordstrom BP Store 2009

Flytoget

KEY TERMS AND TOOLS

Personas Desired user experience from the service User journey Touchpoints Storyboard Evidencing

PERSONAS

MEET LISA Personas are fictional profiles, often developed as a way of representing a particular group based on their shared interests. They represent a “character” with which the client and designers can engage.

SERVICE EXPERIENCE

USER JOURNEY

USER JOURNEY BRIKK -

TOUCH-POINTS

STORYBOARD & EVIDENCING

AT ONE

SERVICE DESIGN IN TOURISM

Useful web references and slide presentations -http: //www. slideshare. net/cxpartners/designing-for-delight-giles-colborne http: //www. ournewschool. org/assets/pdf/Dear_Architect. pdf http: //www. slideshare. net/apolaine/dott-cornwall-introduction-to-service -design-and-methods About service design and tools: http: //www. service-design-network. org/ http: //www. servicedesigntools. org/