Service design is focused on creating seamless experiences for consumers across products and services by bringing together consumer needs, technical feasibility, and business viability throughout the design process. It utilizes different types of design and builds and evaluates the entire system, not just individual parts. Service design considers both internal organizational perspectives and external consumer perspectives to determine the best channels and touchpoints. It is an interdisciplinary approach rather than a single role.

1. WHAT IS
SERVICE DESIGN
AND HOW IS IT
DIFFERENT FROM
UX DESIGN?**FORMERLY TITLED: “THE KEYS TO EFFECTIVE SERVICE DESIGN”
April Starr
Adjunct Faculty, Institute of Design

2. FIRST, A BIT ABOUT ME…

3. LET’S FACE IT:
THINGS ARE MESSY
THESE DAYS.
HUMAN FACTORS
DESIGN RESEARCH
USER EXPERIENCE
INTERACTION DESIGN
USER INTERFACE DESIGN
DESIGN STRATEGY
DESIGN PLANNING
SERVICE DESIGN
INNOVATION
BUSINESS DESIGN
TRANSFORMATION DESIGN
EXPERIENCE DESIGN

4. LET’S FACE IT:
THINGS ARE MESSY
THESE DAYS.
PRODUCTS SERVICES
tangible intangible
$

5. LET’S FACE IT:
THINGS ARE MESSY
THESE DAYS.
PRODUCTS SERVICES

6. WHY IS THERE A RECENT
EMPHASIS ON SERVICE?
COMPANIES HAVE NO SHORTAGE OF CONCEPTS BUT
STRUGGLE TO BRING THOSE IDEAS TO MARKET
SILOED SOLUTIONS DON’T ACKNOWLEDGE THE
CONSUMER’S DESIRE FOR A SEAMLESS EXPERIENCE
ORGANIZATIONS PRESSURED FOR NEW WAYS TO
GROW & EVOLVE
TECHNOLOGY IS FORCING EVERY ORGANIZATION
TO DEVELOP NEW CAPABILITIES

7. SO IS SERVICE DESIGN
JUST THE LATEST
BUZZWORD?
POSSIBLY?

9. HOW DO WE BEST SERVE PEOPLE?

10. HOW DO WE BEST SERVE PEOPLE?
BUILDING
PROCESSES
TRAINING
TOOLS
PILOTING
METRICS

11. SERVICE DESIGN TRIES TO
CONTINUOUSLY BRING
THESE THREE
PERSPECTIVES TOGETHER
FROM START TO FINISH.
FOCUS ON THE
INTERSECTION.
CONSUMER
DESIRABILITY
TECHNICAL
FEASABILITY
BUSINESS
VIABILITY
TOOLS
SERVICE LANDSCAPE MAP
SERVICE ECOLOGY
EXPERIENCE JOURNEY
BLUEPRINT
ROLLOUT ROADMAP
EXPERIENCE PROTOTYPES
SERVICE SCRIPTS
TRAINING TOOLS

12. HOW DO WE BEST SERVE PEOPLE?
UNDERSTANDING
THE ORGANIZATION
UNDERSTANDING
THE CONSUMER

13. BOTH LOOKING OUT
AND LOOKING IN.
ecosystem/social cycle
analogous experiences
extreme experts
extreme users
contextual observations
target users
brand
organizational structure
corporate culture
incentives
current strategy & initiatives
major failures
mission statement
believers & skeptics
new people & lifers
people across silos
stakeholders
you & your empathy
experiences
INDIVIDUALS
CULTURE
LOOKING
INSIDE
LOOKING
OUTSIDE
technology
benchmarking
cultural forces/trends
analogous situations
relevant work
community norms
media
history

14. IT’S NOT (ALWAYS) SEXY.

15. HOW DO WE BEST SERVE PEOPLE?
DETERMINING
CHANNELS
TOUCHPOINTS
TYPES OF DESIGN

16. UTILIZES ALL TYPES
OF DESIGN.

17. EQUAL EMPHASIS ON
BUILDING & BREAKING
THE SYSTEM.

18. HOW DO WE BEST SERVE PEOPLE?
DETERMINING
CHANNELS
TOUCHPOINTS
TYPES OF DESIGN
BUILDING
PROCESSES
TRAINING
TOOLS
PILOTING
METRICS
UNDERSTANDING
THE ORGANIZATION
UNDERSTANDING
THE CONSUMER

19. IT’S NOT A ROLE.
DESIRABILITY
FEASABILITY VIABILITY
IT
TRAINING
HUMAN RESOURCES
BUSINESS DESIGN
STRATEGY
FINANCE
UX/RESEARCH
INTERACTION/UI DESIGN
INDUSTRIAL DESIGN
SPACE DESIGN
COMMUNICATION DESIGN

20. STUDENT SERVICE PROJECTS

21. Q&A

22. THANK YOU.
ICONS SOURCED FROM THE NOUN PROJECT