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Designing services was created as a response to the changing expectations of modern consumers. They definitely have reasons to demand more and more from companies.
First, they interact with brands through many different channels. Secondly, they are well aware of the technological possibilities of modern enterprises. And thirdly, they understand that they are not only passive recipients, but co-creators of services.
Service Design will enable you to create services that meet the expectations of your customers.
Now, let’s find out what exactly is Service Design and what is the process of designing services in practice?
Service Design is a methodology that is used to design new services but also to optimize and change the existing ones. It allows you to create solutions tailored to customer expectations, as well as find new fields for the development of a given business and innovation.
Another important concept is Service Design Network. According to it, work on designing services involves planning and organizing people, infrastructure, communication, and material components of the service.
You can perceive Service Design as a hybrid that combines various approaches, which is crucial throughout the entire service design process. The frameworks that you will discover while working on designing services include:
When it comes to the Service Design process itself, it is impossible to ignore its close relationship with design thinking.
Designing services draw on the Design Thinking approach and tools. However, you cannot put an equal sign between them.
During the service design process, we define the problem as well as the experiences and expectations of the target group. Then we create solutions and implement them based on tests and prototypes – exactly as in Design Thinking. While working on Service Design, however, it is also crucial to use the assumptions of service logic.
The Design Thinking approach does not focus on a specific area – it can be applied in almost every field – not only in business but also in everyday life. It is a problem-solving technique that is also used to create and optimize services but not only.
By using the Design Thinking approach in Service Design, this process consists of stages characteristic of design thinking. When designing a service, you may encounter two models of this process.
Designing services are aimed at creating solutions tailored to the needs of recipients. At this stage, it is, therefore, crucial to get to know their experiences and expectations.
However, you cannot be guided by your assumptions – it is necessary to collect objective data in order to conduct research.
The following tools can help you with this:
The next step is to draw and formulate conclusions from the previous analyzes. The success of the entire project depends to a large extent on them. After all, creating solutions to a fictional problem won’t get you any closer to designing the perfect service.
Now that you know the problems your client is facing, it’s time to come up with a solution. It is a time of increased creativity and brainstorming – the more solutions you manage to develop, the better. In the end, however, you have to select and pick the best ideas.
The prototypes are only sketches of the developed solutions. However, they help to verify their effectiveness before possible implementation.
They can be divided due to the low (low-fidelity) and high (high-fidelity) accuracy of the reflection of the idea. Neither of these types should be ignored – they are vital to the entire process. First, low-fidelity prototypes should be developed, and then, as more and more data are collected, high-fidelity.
Prototypes are created in order to present them to the recipients of future services. It is crucial to get feedback about them as soon as possible. Private beliefs should be disregarded.
If necessary, a given prototype has to be discarded and a new one should be developed, which sometimes involves the repetition of the steps described above
You can also come across the concept of design thinking stages, and therefore Service Design, developed by the British Design Council. This is called the Double Diamond Model.
It divides the service design process into 4 stages:
The stages in designing services will be similar – regardless of the chosen concept.
Each company is different, therefore the service design process will be different depending on the problem and organization. The differences may be visible at the level of selected tools, conducted research, or the duration of individual stages of the project.
Remember that the work on the service never ends. In fact, it should be constantly in the prototyping or testing phase. Only this approach will allow you to obtain Customer Experience at the highest level. Good luck!
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