 When we first talk to companies about Service Design, the initial response is typically a mixture of confusion mixed with an attempt to pretend that they know what we’re talking about. We get it. The term is not part of most people’s normal business vernacular and it’s not as hip and trendy at UX. | 89% of companies expect to compete mostly on the basis of customer experience by 2016 - vs. 36% four years ago. |
One of the ways that we describe Service Design is that it’s UX design for your entire customer experience. In the same way that UX focuses on a digital user experience, Service Design focuses on every interaction and touch point that your customer has with your company, brand or service. Those interactions can be complex and even frustrating for your customers. Are the policies confusing? Is there too much or too little information on your website? Is your website or mobile app too complex? Is your customer support ineffective or inefficient? Every interaction a customer has with your company impacts revenue, customer satisfaction and loyalty.
Service Design looks at the entire customer journey and designs each interaction and touch point to be useful, usable and desirable. At the core of both Service Design and UX is the end user / customer. You have to understand your customer’s needs, expectations and influences before you can effectively deliver an exceptional solution and customer experience to them.
To better understand the value of Service Design and some of the research and design techniques involved, I would encourage you to take a look at this excellent presentation from Marc Stickdorn at UI20 conference in Boston in November 2015. This presentation takes an in-depth look at Journey Mapping, Customer Research and Prototyping, which are all very useful in Service Design.
Service Design looks at the entire customer journey and designs each interaction and touch point to be useful, usable and desirable. At the core of both Service Design and UX is the end user / customer. You have to understand your customer’s needs, expectations and influences before you can effectively deliver an exceptional solution and customer experience to them.
To better understand the value of Service Design and some of the research and design techniques involved, I would encourage you to take a look at this excellent presentation from Marc Stickdorn at UI20 conference in Boston in November 2015. This presentation takes an in-depth look at Journey Mapping, Customer Research and Prototyping, which are all very useful in Service Design.
If you want to know more about how Service Design can help your organization, contact Kydak for more information about our Service Design solutions.
Photo Credit: http://www.tmdwinnipeg.ca/ad-agency-pricing-got-you-confused
Photo Credit: http://www.tmdwinnipeg.ca/ad-agency-pricing-got-you-confused
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