Services for Later Life conference - 12 July 2012. Presentation from Dr Gabriella Spinelli, Director of the Business Strategy and Innovation Programme, Brunel Institute for Ageing Studies, Brunel University.

1. Designing Services,
Designing Experiences
Dr Gabriella Spinelli
Director of the Business Strategy and Innovation Programme,
Brunel Institute for Ageing Studies, Brunel University, London
Gabriella.Spinelli@brunel.ac.uk
http://www.brunel.ac.uk/research/centres/bias

2. Everything is service
Service design is successful when an organisation centres its front-end
processes to fit the customers’ needs and align its back-end processes to
support service delivery.

3. Everything is service
Service design is successful when an organisation centres its front-end
processes to fit the customers’ needs and align its back-end processes to
support service delivery.
It requires:
•Interdisciplinarity
•Business model review
•Through knowledge of the customers’ needs
It delivers:
•Innovation
•Efficiency
•Customers satisfaction and loyalty

4. Service vs Product
Service Product
Repetitive purchase One-off purchase
Opportunity to adjust customers Sealed in one interaction
perception and satisfaction
Continuous service interface Fewer touch points
Holistic design Specialised design interventions

5. Service characteristics: Lloyds Pharmacy case

6. Service characteristics -1. Understanding the
service users
Prescription and Online Doctor Services: SERVICE DIMEMSIONS
1 2 3
With GP prescription Simple Prescription Home delivery
vs vs vs
Without prescription Repeat Prescription Local store pick up
Pathway to Pathway to Pathway to
•Prescription details •Online Order •Delivery service options
•Online doctor •GP practice set up •GP-Local Store arrangements

7. Service characteristics - 2. Analysis of all
organisational processes
User/Consumer Studies Marketing
Front-end processes
Back-end processes
Operation Management Strategy
Organisational Efficiency through Service Blueprints

8. Service characteristics – 3. Service Delivery
Evidence
A service evidence confirms that the service has taken place and extends its
value/pleasure

9. Service characteristics – 4. Service Delivery
Sequence and Timing
1
2
3
5

10. Service characteristics – 5. Joining Brand and
Service Delivery
Repetitive purchase
Brand Visibility and
Reinforcement
Continuous Service interface
Customer loyalty

11. Hands-on Service Design
Service design is based on a process
of co-creation with the end users and
all stakeholders
It is a rewarding process that must
start with a thorough understanding of
the service’ added value/innovation
Contact Us to be part of our and should not be completed unless
hands-on design workshop: the organisation has oriented itself to
the delivery of the service
Gabriella.Spinelli@brunel.ac.uk