This presentation was done as a quick research project based on my interest and curiosity about service design. I would like to integrate this with my personal brand.

1. S E R V I C E
C O N C E I V E
D E S I G N
D E V E L O P
D E L I V E R
I N N O V A T E
C R E A T E

2. What is
Service Design?
Service design is the activity of planning and
organizing people, infrastructure,
communication and material components of a
service in order to improve its quality and the
interaction between the service provider and
its customers.
QUICK LOOK
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3. Service
Services are intangible goods. They lead to
outcomes as opposed to physical things
customers own.
KEY TERMS

4. KEY TERMS
A single point of interaction between
customer and the service.
For a zip car service, the touch point is the zip
car.
Touchpoint

5. Front Stage
The part of your service that the client can see
and experience.
Channels, products, actors, touchpoint,
interfaces, interactions, conversations.
Front stage employees delivers the service
directly to the user.
KEY TERMS

6. Back Stage
The part of your service that happens behind
the scenes and is not visible to the customer.
Processes, policies, actors, systems,
technology, infrastructure.
Back Stage employees make everything
happen in the background. The user doesn’t
see or interact with these employees.
KEY TERMS

7. Organizational
Structure
Service Design is more than just designing a service. It
specifically addresses how an organization gets
something done. The experience of the employee is
very important to the delivery of a service.
Innovation in Technology
As new inventions emerge, new
types of services are required to
aid new problems that arise. As
technology evolves more services
are needed.
Development of Quality
Standards
More and more, customers expect
quality. As expectations continue
to soar, the quality of services and
products also has to grow.
Props
These are the physical
components needed to perform
the service successfully.
Information flow
If there is no information, then
people do not know what they
need to know at the time they
need to know it and services
suffer.
Processes
The way things are done, change
over time. The same service that
has been provided for many years
needs a revamp.
S
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Big deal?

8. Innovation in
Technology
IBM computers 40 years ago needed
at least 60 employees and air
conditioning to maintain the
machine. It costs $9 M to operate a
computer.
The idea of a home computer was
introduced 30 years ago.
‣ Delivery of broken parts
‣ Fixing software issues
‣ Computer training/education
‣ Mobility of the computer

9. Development of
Quality Standards
In a previous generation, people
lived in huts. Today many individuals
expect standard housing.
‣ Building professionals require
more knowledge
‣ Need for factory services
‣ Need for building materials
In a previous decade, people used
harmful body products. But today,
people expect high quality lotions.

10. Props First comes the idea of a service.
Then considerations need to be
made on how these services are
carried out. Physical tools are often
required to carry out a service.
ATM - provides cash services
‣ Maintenance service.
‣ Online software/network issues.
Cell Phone - used for telecom
services
‣ Replacement of parts.
‣ Software updates/fixies

11. Organizational
Structure
For a very long time, companies have
operated in a very systematic way.
Many studies have been done to
reveal many of the obstacles that
prevent organizations from growing.
‣ Empowering employees through
training/project ownership
‣ Open office design/large windows
‣ Flexible work hours
‣ Health benefits/perks
‣ Growth opportunities

12. Processes Just 5 to 10 years ago, cash
transactions were the primary mode
of operating at different businesses.
Today we have multiple options and
new methods are still developing.
‣ Visa/Mastercard online
‣ POS
‣ Paystack
‣ What happens if there is no exact
change?
‣ How safe is carrying around large
amounts of money?

13. Information
Flow
When a new innovation or discovery
is made, it becomes a buzz in news
outlets and other forms of media.
‣ Users need to be aware that
solutions have been developed
‣ Within an organization, information
data should be easy to access and
reusable
‣ How do people access
information?
‣ How do people stay informed and
know what they need to know at
the time they need to know it?

14. Arrive
Luggage assistance
Check-In
Weight Luggage
Security Check Point
Lounge/Waiting Area
Airline Check-In

15. Principles of
Service Design
This refers to general
guidelines on how
services should be
designed.

16. Demand of the
service.
Ability of the
service provider
to deliver the
service.
Purpose of the
service.
Customer
Needs.

17. Create value
for users and
customers.
Consider input
from the users
and stake holders
of the service.
Deliver a unified
and efficient
system.
Prototype of
services before
use.

18. Service Design
Tools
Communication
Methods supporting
design processes.

19. DESIGN ACTIVITIES
CO-DESIGNING
ENVISIONING
TESTING & PROTOTYPING
IMPLEMENTING
REPRESENTATIONS
TEXTS
GRAPHS
NARRATIVES
GAMES
MODELS
RECIPIENTS
STAKEHOLDERS
PROFESSIONALS
SERVICE STAFF
USERS

20. CO-DESIGNING
The process of co-designing implies
that the service designer invites other
stakeholders to participate in the
development of the service.
DESIGN ACTIVITIES
STORY TELLING
This provides initial
sketches for the service
idea. Usually someone
describes a problem
they had and expresses
the lack of a solution.
CHARACTER
PROFILES
This tool is used by the
service designers to
share knowledge about
service users. Team
members may go into
stores and observe
users.
DESIGN GAMES
Games are encouraged
during the designing
process to help bridge
different points of view.
MIND MAP
This is a map which
displays a system of
thoughts.

21. ENVISIONING
The process of imagining what the
service could be through tangible
visual representations.
DESIGN ACTIVITIES
JOURNEY MAP
This graph describes the
journey of a user as they
interact with different
touchpoints of the
service.
TOMORROW
HEADLINES
This tool is used by the
designer to visualize
services and the impact
they will have in the
future. The designer has
to brainstorm on what
services will be needed
tomorrow.
BLUEPRINT
This is a graph that
displays the touchpoint
and backstage processes.
TOUCH POINTS
MATRIX
This merges from the
customer journey map
and is based on the use
of personas. The main
idea is to help the
designer visualize the
user experience.

22. TESTING &
PROTOYPING
Experience some aspects of the
service idea with customers,
stakeholders or professionals in
order to improve the solutions
before they are realized.
DESIGN ACTIVITIES
MOCK UP
This can be model,
illustration or collage
describing an idea.
USABILITY TESTING
This means observing and
asking users about existing
or future products and
services to help with
understanding need of a
new service.
EXPERIENCE
PROTORYPE
This allows the designer
to test the solution or
service through active
participation of the
users.
CONSTRUCTIVE
INTERACTION
This is a method based
on the observation of
the user. The user is
asked to think out loud
while using the service.

23. IMPLEMENTING
Transforming the designed solution
into a working service.
DESIGN ACTIVITIES
ROLE SCRIPT
This tool offers scripts that
indicates all the operations
the staff has to do with
notes comments and
advices.
TASK ANALYSIS GRID
Designers use this
document to
communicate decisions
to stake holders. The aim
is to see the entire scope
of the project on one
page.
SPECIFICATION
This is a document
written during the
design process. It
describes the evolution
of ideas in a detailed
way and is adjusted as
needed.
SERVICE PROTOTYPE
This tool is for testing
the service in a
condition where the
service will actually
exist. This is helpful to
discover external
factors that may affect
the service and have a
great impact on the
experience.

24. MIND MAP
This is a map which
displays a system of
thoughts.
TOUCH POINTS MATRIX
This merges from the customer journey
map and is based on the use of
personas. The main idea is to help the
designer visualize the user experience.
EXAMPLES

25. JOURNEY MAP
This graph describes the
journey of a user as they
interact with different
touchpoints of the service.EXAMPLES

26. MOCK UP
This can be model,
illustration or collage
describing an idea.
BLUEPRINT
This is a graph that
displays the touchpoint
and backstage processes.
EXAMPLES

27. EXAMPLES
TASK ANALYSIS
GRID
Designers use this
document to
communicate
decisions to stake
holders. The aim is
to see the entire
scope of the project
on one page.

28. DESIGNING A
MODERN WORK
EXPERIENCE FOR
BUSINESS
TRAVELERS
Helping a top hotel brand support
productivity of its guests.
CASE STUDY
THE CHALLENGE
Design a public space within the hotel that
serves as guests that travel for work.
THE OUTCOME
Ignition: An innovative new meeting and
working experience. It includes, brand
integration in the space and furniture. It is
equipped with digital tools and business
strategy.

29. Younger workers are more casual.
Impromptu meetings over coffee
rather than a conference room.
Tech savy, independent,
entrepreneurial individuals.

30. Hosts are available to assist guests
during meetings.
Co-working space within a hotel.
Service extends to outside users not
staying in the hotel.
Hotel branding at its finest.

31. BENEFITS OF
SERVICE DESIGN
THE CUSTOMER
End to end experiences that are cohesive
and designed from the customer point of
view.
THE ORGANIZATION
Improving employee experiences and end to
end understanding.
New business opportunities.

32. SOURCES
http://www.servicedesigntools.org/
https://www.cooper.com/journal/2014/07/service-design-101
http://www.practicalservicedesign.com/service-design-101/
https://blog.practicalservicedesign.com/demystifying-service-design-part-1-56be3322d070
https://www.interaction-design.org/literature/article/the-principles-of-service-design-thinking-building-
better-services
https://www.ideo.com/case-study/designing-a-modern-work-experience-for-business-travelers