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Service Design Introduction

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Francesco Sardu
Francesco Sardu

A brief introduction about Service Design: / service definition / service design approach / service design methodologies & tools / future challenges

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AUTHOR: FRANCESCO SARDU DATE: 18/12/2013 SERVICE DESIGN INTRODUCTION
INDEX / Service Definition / Service Design Approach / Tools & Methodologies AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
WHAT IS A SERVICE? From the latin etymology "Servitium" means any activity or performance provided by a person for the benefit to another. -T. Levitt, 1985 - AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
SERVICE FEATURES / Intangibility / Flexibility / No owned by provider / Based on the time flow / Unstable demand AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
WE ARE SURROUNDED BY SERVICES AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
EVERY DAY WE MAKE CHOICES banking hospitality security insurance entertainment logistic mobility healthcare retail AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
SERVICE MARKET Companies believe to provide a good Users satisfied 80% 28% GDP of developed countries is based on services +75% *source: Forrester -The Customer Experience Index, 2012 " AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
PRODUCT VS SERVICE Production Product Utilization Production Service Utilization IN SERVICES THE LINK BETWEEN THE PRODUCTION AND DELIVERY OR UTILIZATION IS STRITCLY CONNECTED. THAT MEANS MORE INTERACTIONS TO TAKE CARE DURING THI STAGE. AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
CONSIDER TOUCHPOINTS AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
signboard provider sta window cash desk goods uniform receipt bag AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
SERVICE PHASES Get Access / Engagement / Delivery / Post Service AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
SERVICE EXPERIENCE DESIGN marketing interaction design graphic design management sociology Communication SERVICE DESIGN IS AN INTERDISCIPLINARY APPROACH THAT COMBINES DIFFERENT METHODS AND TOOLS FROM VARIOUS DISCIPLINES FOCUSED ON THE CREATION OF WELL THOUGHT THROUGH EXPERIENCES, USING TANGIBLE AND INTANGIBLE MEDIUMS IT PROVIDES BENEFITS TO THE USER EXPERIENCE *Service Design is essential in a knowledge drive economy -The Copenhagen Institute of Interaction Design- AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
THREE LEVELS OF INVESTIGATION Technology Users Context dematerialization mobile real / virtual needs / expectations AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
THE SERVICE IS INTENDED AS A SERIES OF ACTIVITIES, OR INTERACTIONS PLACED IN SERIES... EXPLORING EACH STEP ALLOW TO HAVE A HOLISTIC PICTURE ABOUT THE WHOLE SYSTEM AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
HOLISTIC VISION AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
HOLISTIC VISION users FRONT STAGE BACKSTAGE provider AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
EMOTIONAL ASPECTS FOR THE HUMAN BEHAVIOR IT'S EASIER TO HAVE FEELINGS TO A PRODUCT THAT COULD BE OWNED - D. Saer - Service Service Product Product + Experience AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
FINAL GOAL / PLAN / UNDERSTAND NEEDS / TURN LIMITS INTO OPPORTUNITIES / CHANGE THE CURRENT SITUATION WITH SOLUTIONS = REDUCE COMPLEXITY, IMPROVE USABILITY, PROVIDE GOOD EXPERIENCE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
METHODOLOGIES TOOLS VISUALIZE THE DIFFERENT STAGES OF DEVELOPMENT AND SOLUTION INVOLVING ACTORS IN A COMPLEX INTERACTION PROCESS. DEFINE UNDERSTAND DISCOVER DESIGN DELIVER AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
METHODOLOGIES TOOLS DEFINE UNDERSTAND DISCOVER DESIGN DELIVER FIND LEARNING... ABOUT THE CONTEXT BENCHMARK ACTIVITY : / Competitors Analysis / Mission And Goals / Market Positioning AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
DEFINE UNDERSTAND DISCOVER DESIGN DELIVER MOODBOARD AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
DEFINE UNDERSTAND DISCOVER DESIGN DELIVER REQUIREMENTS ANALYSIS Cutomer Research : / Obeservation / Interview / Survey Online SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013 AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
DEFINE UNDERSTAND DISCOVER DESIGN DELIVER JOURNEY MAP Stekeholders Map AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
DEFINE UNDERSTAND DISCOVER DESIGN DELIVER VISION AND STRATEGY Evaluate Limits / Opportunities / Analyse Touchpoints / User Expectation - Needs / System logical process AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
DEFINE UNDERSTAND DISCOVER DESIGN DELIVER EXPECTATION MAP PERSONAS MAP OPPORTUNITY MAP AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
DEFINE UNDERSTAND DISCOVER DESIGN DELIVER DEVELOPING THE CONCEPT Adapt new solutions considering eects - consequences / Define strategies and user target / Create logic models - service system AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
DEFINE UNDERSTAND DISCOVER DESIGN DELIVER SYSTEM MAP BLUEPRINT MAP SCENARIO AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
DEFINE UNDERSTAND DISCOVER DESIGN DELIVER IMPLEMENTATION Evaluate the process with the sta and users. / Prototyping / Monitoring / Usability Test AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
DEFINE UNDERSTAND DISCOVER DESIGN DELIVER MOCK UP SERVICE PROTOTYPE EXPERIENCE PROTOTYPE SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013 AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
BENEFITS USER PROVIDER / Usability / No frustrations / Good experience / Reduce risks / Save money / To be the first on the market SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013 AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
FUTURE CHALLENGES EVERY DAY WE SHARE DATA THAT TELL OUR STORY: WHAT WE LIKE, WHERE, WITH WHO AND WHY... SERVICE DESIGN GIVES A DIRECTION TO THIS CHAOS AND USES ALL THIS DATA IN ORDER TO PROVIDE SMART SERVICES. SAVING: / TIME / EFFORT / RESOURCES AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
THANK YOU... AUTHOR: FRANCESCO SARDU DATE: 18/12/2013 @sardus_pater https://twitter.com/sardus_pater

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Service Design Introduction

  • 1. AUTHOR: FRANCESCO SARDU DATE: 18/12/2013 SERVICE DESIGN INTRODUCTION
  • 2. INDEX / Service Definition / Service Design Approach / Tools & Methodologies AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 3. WHAT IS A SERVICE? From the latin etymology "Servitium" means any activity or performance provided by a person for the benefit to another. -T. Levitt, 1985 - AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 4. SERVICE FEATURES / Intangibility / Flexibility / No owned by provider / Based on the time flow / Unstable demand AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 5. WE ARE SURROUNDED BY SERVICES AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 6. EVERY DAY WE MAKE CHOICES banking hospitality security insurance entertainment logistic mobility healthcare retail AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 7. SERVICE MARKET Companies believe to provide a good Users satisfied 80% 28% GDP of developed countries is based on services +75% *source: Forrester -The Customer Experience Index, 2012 " AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 8. PRODUCT VS SERVICE Production Product Utilization Production Service Utilization IN SERVICES THE LINK BETWEEN THE PRODUCTION AND DELIVERY OR UTILIZATION IS STRITCLY CONNECTED. THAT MEANS MORE INTERACTIONS TO TAKE CARE DURING THI STAGE. AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 9. CONSIDER TOUCHPOINTS AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 10. signboard provider sta window cash desk goods uniform receipt bag AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 11. SERVICE PHASES Get Access / Engagement / Delivery / Post Service AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 12. SERVICE EXPERIENCE DESIGN marketing interaction design graphic design management sociology Communication SERVICE DESIGN IS AN INTERDISCIPLINARY APPROACH THAT COMBINES DIFFERENT METHODS AND TOOLS FROM VARIOUS DISCIPLINES FOCUSED ON THE CREATION OF WELL THOUGHT THROUGH EXPERIENCES, USING TANGIBLE AND INTANGIBLE MEDIUMS IT PROVIDES BENEFITS TO THE USER EXPERIENCE *Service Design is essential in a knowledge drive economy -The Copenhagen Institute of Interaction Design- AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 13. THREE LEVELS OF INVESTIGATION Technology Users Context dematerialization mobile real / virtual needs / expectations AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 14. THE SERVICE IS INTENDED AS A SERIES OF ACTIVITIES, OR INTERACTIONS PLACED IN SERIES... EXPLORING EACH STEP ALLOW TO HAVE A HOLISTIC PICTURE ABOUT THE WHOLE SYSTEM AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 15. HOLISTIC VISION AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 16. HOLISTIC VISION users FRONT STAGE BACKSTAGE provider AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 17. EMOTIONAL ASPECTS FOR THE HUMAN BEHAVIOR IT'S EASIER TO HAVE FEELINGS TO A PRODUCT THAT COULD BE OWNED - D. Saer - Service Service Product Product + Experience AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 18. FINAL GOAL / PLAN / UNDERSTAND NEEDS / TURN LIMITS INTO OPPORTUNITIES / CHANGE THE CURRENT SITUATION WITH SOLUTIONS = REDUCE COMPLEXITY, IMPROVE USABILITY, PROVIDE GOOD EXPERIENCE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 19. METHODOLOGIES TOOLS VISUALIZE THE DIFFERENT STAGES OF DEVELOPMENT AND SOLUTION INVOLVING ACTORS IN A COMPLEX INTERACTION PROCESS. DEFINE UNDERSTAND DISCOVER DESIGN DELIVER AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 20. METHODOLOGIES TOOLS DEFINE UNDERSTAND DISCOVER DESIGN DELIVER FIND LEARNING... ABOUT THE CONTEXT BENCHMARK ACTIVITY : / Competitors Analysis / Mission And Goals / Market Positioning AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 21. DEFINE UNDERSTAND DISCOVER DESIGN DELIVER MOODBOARD AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 22. DEFINE UNDERSTAND DISCOVER DESIGN DELIVER REQUIREMENTS ANALYSIS Cutomer Research : / Obeservation / Interview / Survey Online SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013 AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 23. DEFINE UNDERSTAND DISCOVER DESIGN DELIVER JOURNEY MAP Stekeholders Map AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 24. DEFINE UNDERSTAND DISCOVER DESIGN DELIVER VISION AND STRATEGY Evaluate Limits / Opportunities / Analyse Touchpoints / User Expectation - Needs / System logical process AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 25. DEFINE UNDERSTAND DISCOVER DESIGN DELIVER EXPECTATION MAP PERSONAS MAP OPPORTUNITY MAP AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 26. DEFINE UNDERSTAND DISCOVER DESIGN DELIVER DEVELOPING THE CONCEPT Adapt new solutions considering eects - consequences / Define strategies and user target / Create logic models - service system AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 27. DEFINE UNDERSTAND DISCOVER DESIGN DELIVER SYSTEM MAP BLUEPRINT MAP SCENARIO AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 28. DEFINE UNDERSTAND DISCOVER DESIGN DELIVER IMPLEMENTATION Evaluate the process with the sta and users. / Prototyping / Monitoring / Usability Test AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 29. DEFINE UNDERSTAND DISCOVER DESIGN DELIVER MOCK UP SERVICE PROTOTYPE EXPERIENCE PROTOTYPE SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013 AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 30. BENEFITS USER PROVIDER / Usability / No frustrations / Good experience / Reduce risks / Save money / To be the first on the market SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013 AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 31. FUTURE CHALLENGES EVERY DAY WE SHARE DATA THAT TELL OUR STORY: WHAT WE LIKE, WHERE, WITH WHO AND WHY... SERVICE DESIGN GIVES A DIRECTION TO THIS CHAOS AND USES ALL THIS DATA IN ORDER TO PROVIDE SMART SERVICES. SAVING: / TIME / EFFORT / RESOURCES AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
  • 32. THANK YOU... AUTHOR: FRANCESCO SARDU DATE: 18/12/2013 @sardus_pater https://twitter.com/sardus_pater