Unconsciously, customers not only buy products nowadays. But they also buy (and consider) the services embedded to the products. The service design itself is an emerging field and the approach used in adapted from Tim Brown's Design Thinking. This slide is preferable to be read by those who understand the term of "Service Design" basically. If this is your first time acknowledging this term, I suggest you to read my other slide entitled "the Introduction to Service Design".

1. Services
Design
PDF Workshop #1
with Nabila As’ad (@nabilaasad)
Services
Design
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@nabilaasad

2. Services
Design
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3. Services
Design
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@nabilaasad

4. What
Service
Design
is?
Services
Design
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5. Services Design
… Humanize processes to co-create value for the business
and the people with whom they interact.
Services
Design
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- Services Design Quote

6. Example: El Recetario de Bario
Services
Design
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7. Services
Design
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Taken from Laughing Squid

8. What
Service
Design
is?
Services?
§ Intangible
§ Perishable
§ Heterogeneous
§ Literally means “jasa” in
Bahasa
Services
Design
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9. The 4P in Marketing Mix
§ Price
§ Place
§ Product
§ Promotion
Designing the Services Offering (+3P)
§ Physical Evidence
§ People
§ Process
Services
Design
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@nabilaasad
Services Marketing
(Bitner, Booms, 1981)

10. What
Service
Design
is?
The Services System
…Configuration of people, technology,
and other resources that interact with
other system to co-create value
Five Principles of SD: (Stickdorn, 2010)
ü User-centered
ü Co-creative
ü Sequencing
ü Evidencing
ü Holistic
Services
Design
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11. Services Design as an Interdisciplinary Field
(Patricio, Fisk, 2012)
Services
Design
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12. Design
Thinking
Services
Design
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13. Tim Brown, IDEO
Services
Design
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14. Method-
ology
Services
Design
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15. Services
Design
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Adaptation of the Bridge Model
(Dubberly, Evenson, 2008)

16. Multilevel Services Design
(Patricio et al., 2012)
Services
Design
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17. Services
Design
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18. Service
Prototyping
Services
Design
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19. • Static prototypes (static state):
– Storyboard
– Customer Journey Map
– Services Experience Blueprint (Bitner, Patricio)
• Ongoing prototype (dynamic state):
– Service Walkthrough (Johan Blomkvist, Stefan Hölmlid)
– Role playing
Services
Design
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20. • Issues in prototyping:
– how the whole services that do not exist yet be represented in
prototypes?
– represent the whole service, not only separate parts
– how we really know if the service’s value is delivered and
perceived properly?
– behavior of the service system?
Services
Design
|
@nabilaasad

21. Example
Services
Design
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22. Redesigning Blood Donation Experience for Hosp. São João, Portugal
Services
Design
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@nabilaasad
Blood Donation
Stakeholders
Students
Donors
Potential Donors
AEFEUP
Social
Responsability
Dpt
Hospital São João
Imunotherapy
Department
Donors
Association

23. Services
Design
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@nabilaasad
Constant flow of donors
The service should ensure a
constant daily flow of donors
Be the reference
The service should promote Hospital
São João as the main place for blood
donation
Create a better
experience for students
The service should improve students’
donating blood experience
Donors’ Loyalty The service should maintain donors’
loyalty
Needs Requirements

24. Services
Design
|
@nabilaasad
Play a collaborative
role with the service at
HSJ
The service should ensure the
involvement of AEFEUP as an
active partner.
Promote and inform
students about blood
donation.
The service should ensure that
AEFEUP has support and material for
promotion.
Encourage the
donation at the HSJ
The service should ensure conditions
for students donation.
Needs Requirements

25. Services
Design
|
@nabilaasad
Receive
Information
Remember
himself
Move
(by foot, car, Bus
or Underground)
Look for the
Immunotherapy
Department
Fill the initial
questionnaire
Show
documents at
reception and
receives
stickers
Waiting
room

26. Services
Design
|
@nabilaasad
Medical
Consult
ation
Second
Waiting
Room
Blood
Collection
Fill a
confidential
form with final
confirmation
Leave the
Immunotherapy
Department
Receive
feedback
Eat
Eat

27. Donor
Potential Donor
Lack of
process
information
Fears /
Personal
Time /
Quality of
the service
Lack of
donation
sites
Feedback RewardsAccess
Lack of
promotion
8
14
11 18 19 5 8 4 7
16 27 17 6 9 9 9
22 27 45 36 11 17 13 16

28. Offered Solution:
Students’ Blood Donation
Community
Services
Design
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@nabilaasad

29. DESIRE /
SERVICE
RECOGNITION
REGISTRATION
GROUP
ACTIVITIES
DONATION RECOVERY
Student
Community
Member
Ipad
Facebook
Billboard
Driver
AEFEUP Staff
HSJ Staff
AEFEUP Backend
System
BackstageSupportServiceInterfaces
Service System Architecture

30. Persona – Meet Pedro
Name: Pedro
Age: 20 years old
Pedro plays football, loves going to the cinema, and
jogging.
Pedro has volunteered in some social activities
during his studies and he has been registered also
in some communities related with social work.
Pedro wants to donate blood but his problems are
that he doesn’t know which blood-donation service
provider he can choose and when he can donate.
He is also afraid of going there alone.
“I am a bit scared of
donating blood alone.
And I don't know
where, when, and how
I can donate blood.”

31. Services
Design
|
@nabilaasad

32. Services
Design
|
@nabilaasad
The Blood Donation Community

33. Services
Design
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@nabilaasad

34. Services
Design
around
the
World
Services
Design
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35. Services
Design
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36. Services
Design
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@nabilaasad
Source: http://www.natgeotraveler.nl/artikel/het-vliegtuig-dat-je-hartslag-meet

37. Solution: Built-in Heart Rate Monitor on
Passengers’ Seat
Services
Design
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@nabilaasad
Problem:
• KLM makes a sudden emergency landing because a passenger is seriously
unwell.
“Why doesn’t a passenger pressing the emergency
button when he/she feels unwell?”
Research Findings:
• The biggest physical problems = people who say nothing when they feel unwell
• Who complains a lot = usually just emotional problems, which often did not need to
be landed.

38. Bandung
Tourism?
Services
Design
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39. Services
Design
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@nabilaasad
#2| Stakeholders Map
#1| Brainstorming
10’
10’
#3| Customer Journey
20’
#4| Speak Ur Idea!
5’
What We’ll Do:

40. #1 | Brainstorming – 10’
Services
Design
|
@nabilaasad
1. List all problems – 5’
– Be wild
– No Judgment
2. Categorize the list of problems – 5’

41. #2 | Stakeholders Map – 10’
Services
Design
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@nabilaasad
1. Choose & discuss a category of problem to be
solved – 2’
2. Make a stakeholders map – 3’
3. Discuss a proposed solution – 5’

42. #3 | Customer Journey – 20’
1. Imagine a persona (s)
2. Define his/her journey
when he/she uses the
proposed set of services
– Identify each touchpoint(s).
Touchpoint is an element of service
interfaces.
Establish relation between the user & the
organization.
Can be physical, virtual, or human.
3. Evaluate by defining the J
and L for each state
Services
Design
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@nabilaasad
Courtesy of Flaminia del Conte

43. Customer Journey? What For?
Services
Design
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@nabilaasad
• Services Prototyping
• Customer Journey OR Service Blueprint?

44. What’s Next?
Services
Design
Jam
Bandung
SD in
the
future?
Services
Design
|
@nabilaasad

45. Services
Design
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@nabilaasad
Design for Service Innovation and Development (Sangiorgi, Prendiville, 2014)

46. more questions & discussions addressed to:
asad.nabila89@gmail.com
@nabilaasad
www.bhellabhello.wordpress.com
Thank you. Terima kasih.
Services
Design
|
@nabilaasad

47. Services
Design
|
@nabilaasad