Service design is a multi-disciplinary approach that draws concepts from ITIL V3, Six Sigma, and other design disciplines. It involves applying established design processes and skills to develop both new and improved services. Key aspects of service design include developing a customer journey map, creating a service blueprint to map the customer experience, and conducting various design tasks like concepting, designing touchpoints, and implementing services. It aims to help organizations innovate and improve services to make them more useful, usable, and effective.

1. Service Design
Service Design
Concepts from ITIL V3, Six Sigma
and other design disciplines.

2. Itil, six sigma, design
Service design is a multi-disciplinary approach.
statistics
service management
itil v3 six sigma
service
design
design
applied arts
2

3. Mindmap service design
Concept Map Service Design.
itil v3, csi, chapter 3.11.4, a2
continual six sigma
service
improvement
service
strategy
dmaic
itil v3, sd, chapter 8.5
itil v3
design for
six sigma
service
operation
service
service
transition
dmadv
design
icra dmaov
design
pidov
product idov
design
space
design
3

4. 1 Itil v3
itil v3
4

5. - Service definition
Service
A means of delivering value to customers
by facilitating outcomes customers want to achieve
without the ownership of specific costs and risks.
5

6. - Process definition
Process
A structured set of activities designed to accomplish
a specific objective.
A process takes one or more defined inputs and
turns them into defined outputs. A process may
include any of the roles, responsibilities, tools and
management controls required to reliably deliver the
outputs.
6

7. - Service assets
We need service assets for value creation.
service
assets
capabilities resources
management financial capital
organization infrastructure
processes applications
knowledge information
people
7

8. - Service life cycle #1
Service life cycle ITIL
8

9. - Service life cycle #2
SS SD ST SO CSI
strategy design transition operation improvement
Service Service Service Service Continual
Strategy Design Transition Operation Service
Improvement
9

10. 2 Design for six sigma
design for
six sigma
10

11. - Project life cycle #1
Project life cycles DFSS
11

12. - Project life cycle #2
D M A D V
define measure analyze design verify
Define design Measure and Analyze to Design details, Verify the
goals that are identify develop and optimize the design, set up
consistent characteristics design design, and plan pilot runs,
with customer that are Critical alternatives, for design implement the
demands and To Quality create a high- verification. This production
the enterprise (CTQ), product level design and phase may process and
strategy. capabilities, evaluate design require hand it over to
production capability to simulations. the process
process select the best owners.
capability, and design.
risks.
12

13. - Project life cycle #3
P I D O V
plan identify design optimize verify
Plan project. Identify Design Optimize Verify
customer concepts for product, optimized
requirements product, process or solution.
and agree process or service.
measurement service.
system for
requirements.
13

14. 3 Design
design
14

15. - Service definition
Service
Any activity or benefit that one party can give to
another, that is essentially intangible and does
not result in the ownership of anything. Its
production may or may not be tied to a physical
product.
Philip Kotler
Professor of International Marketing
15

16. - Design definition
Design
A process to create value for people.
16

17. - Service design definition
Service Design
helps to innovate (create new) or improve
(existing) services to make them more useful,
usable, desirable for clients and efficcient as well
as effektive for organisations. It is a new holistic,
multi-disciplinary, integrative field.
Stefan Moritz
From Service Design – Practical access to an evolving field
17

18. - Service design definition
Service Design
Service Design is the application of established
design process and skills to the development of
services. It is a creative and practical way to
improve existing services and innovate new ones.
Stefan Moritz
From Service Design – Practical access to an evolving field
18

19. Service Interface
(Concept)
19

20. - Service Interface #1
Service Interface
Customer Service Organization
20

21. Service Interface
service organization
Touchpoints
Customer
21

22. Service Interface
service organization
Touchpoints
Customer Journey
Customer
22

23. Touchpoints ?
Moments of Truth
(Six Sigma Concept)
23

24. Customer Journey Map
(Concept)
24

25. learn check
buy ticket
travel
ticket
bord
enter arrive
plan
wait
remember
25

26. Service Blueprint
(Concept)
26

27. customer
actions
physical
evidence
/ objects
line of interaction
interactions
onstage
line of visibility
backstage
actions
line of internal interaction
process
support
& IT
27

28. learn plan buy ticket enter wait
customer
actions
physical bahn.de different bahn.de railway
evidence portal services portal station
/ objects
line of interaction
interactions
onstage
show
compare select
schedule etc.
alternatives ticket
and prices
line of visibility
backstage
actions
query query
bahn.de bahn.de
server server
line of internal interaction
process
select
support
select
central
central
& IT
ticket
database
system
28

29. - Service design tasks #1
Service design tasks
29

30. - Project life cycle #2
D C D B I
discovering concepting designing building implementing
Discovering Concepting by Designing touch Building all Implementation
organizations developing ideas points, service touchpoints, and roll out of
characteristics together with system, end-to- communication services, getting
and goals, end-users and end processes strategy, testing users feedback
existing clients processes and
services, services
KPI’s,
customer
journey,
touchpoints
30

31. - Service design tasks #2
G E
T
U F R
generating explaining
thinking
understanding filtering realising
Finding out Giving Developing Selecting Enabling Making it
and learning strategic concepts the best under- happen
direction standing
31

32. 4 Links
links
32

33. - Links
ITIL V3
itil.org
Design for Six Sigma (DFSS)
isixsigma.org
Design
service-design.de
33

34. Thank You
Thank You
Edmund Gröpl, www.team-kompetenz.de
34