A Brief Guide to Service Design, presented at UX Brighton by Paul Thurston (Thinkpublic) and Nick Marsh (Conchango)

1. A
brief
guide
to
service
design
(and
why
it
ma?ers
for
UX
people)
UX
Brighton
–
Jan
2010

2. @p_thurston
@choosenick
thinkpublic
EMC
ConsulIng

3. www.xbox.com/live
www.streetcar.co.uk

4. 1.
A
brief
guide
to
service
design
2.
Some
examples
3.
Why
UX
people
should
care

5. 1.
A
brief
guide
to
service
design

6. Services
are
everywhere

7. Services
are
important

8. Services
are
designed
by
everyone,
all
the
Ime

9. And
generally
not
very
well!
Source: Bain Customer-Led Growth diagnostic questionaire;Satmetrix
Net Promoter database

10. So,
what
can
‘design’
bring
to
improving
service
experiences?
Two,
broad
and
overlapping
areas

11. Service
Design
Doing
&
Thinking

12. Service
Design
Doing
&
Thinking
Most
projects
involve
a
bit
of
both…

13. Design
is
useful
for
improving
services
because
it…
is
able
to
take
a
broad
viewpoint
provides
new
methods
of
engaging
customers
is
a
flexible
process
can
make
complicated
things
simple
deliver
be;er
outcomes

16. Service
Design
Thinking
The
use
of
design
approaches
and
methods
as
an
organisa>onal
strategy.
(i.e
-­‐
a
process)

18. Back
in
10min

19. 2.
Some
Examples
Companies
&
Projects

20. OrganisaIons
that
use
design
doing
+
thinking

22. The
NHS

23. Building
a
‘design
thinking
mentality’
www.insItute.nhs.uk

24. So,
two
different
uses
for
the
term
service
design

25. Very
much
like
the
two
versions
of
User
Experience
Design

26. User
Experience
Design
Doing
&
Thinking

27. User
Experience
Design
Doing
&
Thinking
Most
projects
involve
a
bit
of
both…

28. So,
Service
Design
and
User
Experience
Design
aren’t
really
that
different.
UX
design
doing
UX
design
thinking
The
design
of
new
digital
user
PuHng
people
and
their
experiences
across
hardware
and
experiences
at
the
heart
of
the
soIware
interfaces
design
process.
SD
design
doing
SD
design
thinking
The
design
of
new
services,
The
use
of
design
approaches
experiences
and
touchpoints.
and
methods
as
an
organisa>onal
strategy.

29. But,
why
should
people
interested
in
UX
care
about
service
design?

30. 1.
Service
design
can
(probably)
help
you
make
more
money
2.
Service
design
(may)
help
you
get
more
excited
about
your
work

31. 1. Service
design
can
(probably)
help
you
make
more
money
2.
Service
design
(may)
help
you
get
more
excited
about
your
work
SD
is
a
great
new
business
development
tool
that
opens
doors
to
new
organisaIons
and
new
bits
of
organisaIons
(bits
that
impact
on
the
customer)

32. 1. Service
design
can
(probably)
help
you
make
more
money
2.
Service
design
(may)
help
you
get
more
excited
about
your
work
SD
enables
you
to
move
up
the
‘value
chain’
and
have
conversaIons
about
projects
at
an
earlier
stage
–
thus
shaping
the
work
more,
and
creaIng
bigger
projects

33. 1. Service
design
can
(probably)
help
you
make
more
money
2.
Service
design
(may)
help
you
get
more
excited
about
your
work
Broadly
focused,
conscienIous,
UX
people
are
doing
SD
anyway
–
UCD,
prototyping,
visualising
etc

34. 6
Ips
for
geang
more
into
service
design

35. 1:
Have
one
killer
case
study!
You
get
the
work
you
do…
And
you
get
the
work
you
talk
about…

36. 2:
You
don’t
win
SD
projects
talking
about
UX

37. 3:
Start
by
selling
user
research
projects
with
a
broad
focus

38. 4:
Make
sure
you’re
selling
to
the
right
people

39. 5:
Make
sure
you
like
designing
strategies,
running
workshops,
thinking
about
business
models
and
so
on.

40. 6:
Work
on
stuff
that
ma?ers
to
you
and
have
a
great
story
about
why
you’re
doing
it.

41. choosenick.com
paulthurston.co.uk
Service
Design
is
new
and
exci>ng,
explore
and
help
define
it
here:
servicedesigning.org