Service Design
From Insight to Implementation
1st Edition
Published on 13. March 2013
216 pages
978-1-933820-61-3 (ISBN)
Description
Service Design is an eminently practical guide to designing services that work for people. It offers powerful insights, methods, and case studies to help you design, implement, and measure multichannel service experiences with greater impact for customers, businesses, and society.
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03/2013
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Content
- Intro
- Who Should Read This Book?
- What Comes with This Book?
- Insurance Is a Service, Not a Product
- Consumer Insights
- Company Insights
- Putting Insights into Practice
- Experience Prototyping the Service
- The End Is Just the Beginning
- The Nature of Service Design
- Why Do Services Need Designing?
- How Services Differ from Products
- Services Created in Silos Are Experienced in Bits
- Services Are Co-produced by People
- A New Technological Landscape: The Network
- The Service Economy
- Core Service Values
- Making the Invisible Visible
- The Performance of Service
- Unite the Experience
- Summary
- Understanding People and Relationships
- People Are the Heart of Services
- Insights versus Numbers
- Summary
- Turning Research into Insight and Action
- Levels of Insights
- Insights-Gathering Methods
- Collating and Presenting Your Insights
- Summary
- Describing the Service Ecology
- Why Map Service Ecologies?
- The Network Society
- Boxes versus Arrows- Finding the Invisible Connections
- From Ecology Map to Service Blueprint
- The Service Blueprint
- Different Uses of Blueprints
- Start with Broad Phases and Activities
- Add the Touchpoint Channels
- Low Fidelity versus High Fidelity
- Zooming In and Out
- Summary
- Developing the Service Proposition
- Basing the Service Proposition on Insights
- The Zopa Service Proposition
- Taking Slices through the Blueprint
- Summary
- Prototyping Service Experiences
- Defining Experience
- Types of Experience
- Expectations versus Experiences
- Considering Time as an Object of Design
- Service Experience Prototyping
- Summary
- Measuring Services
- Measurement for the Common Good
- Establishing a Truth with Management
- Apples and Oranges-Define Baseline Data before Design and Launch
- Making the Case for Return on Investment
- Using the Service Blueprint to Model Measurement
- Money Talks
- Avoiding Common Mistakes When Measuring Services
- SERVQUAL and RATER
- The Triple Bottom Line
- Summary
- The Challenges Facing Service Design
- Economic Challenges-Moving Businesses from Products to Services
- Ecological Challenges- Service Design and Resources
- Social Challenges-Service Design for Society
- Tackling Wicked Problems
- Service Design for a Better World
