Cover image for Service Design

Book 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.

Table of Contents

  1. Cover Page
  2. Title Page
  3. Copyright Page
  4. Dedication
  5. HOW TO USE THIS BOOK
    1. Who Should Read This Book?
    2. What’s in This Book?
    3. What Comes with This Book?
  6. FREQUENTLY ASKED QUESTIONS
    1. Is service design just customer experience, user experience, or interaction design?
    2. Is service design “design thinking”?
    3. Why are there so many case studies from live|work?
    4. You do not mention [insert your favorite method here]. Why not?
    5. Where are your references and sources?
    6. What is the best way to convince management to spend money on service design?
    7. Are you saying that service design can do everything?
  7. CONTENTS
  8. FOREWORD
  9. CHAPTER 1 Insurance Is a Service, Not a Product
    1. Consumer Insights
      1. Trust
      2. Comparison and Purchasing Criteria
      3. Expectations
      4. Employment and Public Benefits
      5. Social and Cultural Interactions
      6. Choice
      7. Documents
    2. Company Insights
      1. Filling In the Gaps in Public Benefits
      2. Being Personal
      3. Consistent Communication Channels
      4. Language
      5. Formalizing Personal Routines
      6. Simplifying IT Infrastructure
    3. Putting Insights into Practice
    4. Experience Prototyping the Service
    5. The End Is Just the Beginning
  10. CHAPTER 2 The Nature of Service Design
    1. Why Do Services Need Designing?
    2. How Services Differ from Products
    3. Services Created in Silos Are Experienced in Bits
    4. Services Are Co-produced by People
    5. A New Technological Landscape: The Network
    6. The Service Economy
    7. Core Service Values
      1. Services That Care for People or Things
      2. Services That Provide Access to People or Things
      3. Services That Provide a Response from People or Things
    8. Making the Invisible Visible
    9. The Performance of Service
      1. Performance as Experience
      2. Performance as Value
    10. Unite the Experience
    11. Summary
  11. CHAPTER 3 Understanding People and Relationships
    1. People Are the Heart of Services
    2. Insights versus Numbers
      1. Using Insights to Drive Innovation
      2. Designing with People, Not for Them
      3. Working across Time and Multiple Touchpoints
        1. Segmentation by Journey Stage versus Target Groups
        2. Researching across Multiple Touchpoints
    3. Summary
  12. CHAPTER 4 Turning Research into Insight and Action
    1. Levels of Insights
      1. Low—What They Say
      2. Middle—What We Saw
      3. High—What It Means
    2. Insights-Gathering Methods
      1. Depth Interviews
      2. Variations on the Depth Interview
        1. Interviewing Consumers in Pairs
        2. Business-to-Business Depth Interviews
        3. Preparing for Interviews
      3. Participant Observation
        1. Preparing for Participant Observation
      4. Participation—Becoming the User
        1. Preparing for Participation
      5. Service Safaris
        1. Preparing for a Service Safari
      6. User Workshops
        1. Preparing for a User Workshop
      7. Probes and Tools
        1. Preparing Probes and Tools
        2. Events Timelines and Journey Maps
        3. Diaries
        4. Venn Diagrams
        5. Brand Sheets
        6. Probe Cameras
        7. Photograph Lists
        8. Visual Interpretations
        9. Item Labels
      8. Practicalities of Conducting Insights Research
        1. Be Prepared
        2. Getting There
        3. Identify Yourself
        4. Taking Pictures
        5. Materials
        6. Dress Appropriately
        7. Release Forms
        8. Incentives
        9. Thank People
    3. Collating and Presenting Your Insights
      1. Insights Blogs
      2. Insights Boards
      3. Client Workshops
    4. Summary
      1. Insights Research Checklist
  13. CHAPTER 5 Describing the Service Ecology
    1. Why Map Service Ecologies?
    2. The Network Society
    3. Boxes versus Arrows—Finding the Invisible Connections
    4. From Ecology Map to Service Blueprint
    5. The Service Blueprint
    6. Different Uses of Blueprints
      1. Blueprints for Analysis of an Existing Service
      2. Blueprints for Service Innovation
    7. Start with Broad Phases and Activities
    8. Add the Touchpoint Channels
    9. Low Fidelity versus High Fidelity
    10. Zooming In and Out
    11. Summary
  14. CHAPTER 6 Developing the Service Proposition
    1. Basing the Service Proposition on Insights
    2. The Zopa Service Proposition
      1. Do People Understand What the New Service Is or Does?
      2. Do People See the Value of It in Their Life?
      3. Do People Understand How to Use It?
    3. Taking Slices through the Blueprint
      1. Choose Where to Focus Resources
      2. Journey Summaries
      3. Phase and Step Summaries
      4. Channel Summaries
      5. Specifying Individual Touchpoints
    4. Summary
  15. CHAPTER 7 Prototyping Service Experiences
    1. Defining Experience
    2. Types of Experience
      1. User Experience
      2. Customer Experience
      3. Service Provider Experience
      4. Human Experience
    3. Expectations versus Experiences
    4. Considering Time as an Object of Design
    5. Service Experience Prototyping
      1. Why Prototype?
      2. Prototyping is the Willing Suspension of Disbelief
      3. Four Levels of Experience Prototyping
        1. Discussion
        2. Participation
        3. Simulation
        4. Pilot
      4. Preparing for Experience Prototyping
        1. Step 1—The Customer Journey
        2. Step 2—People
        3. Step 3—Tangibles
      5. Experience Prototyping Practicalities
        1. Listening In on Call Center Prototyping
        2. Make Websites in Microsoft Excel
        3. Cheap Modular Furniture
        4. Online Prototyping Blogs
    6. Summary
  16. CHAPTER 8 Measuring Services
    1. Measurement for the Common Good
    2. Establishing a Truth with Management
    3. Apples and Oranges—Define Baseline Data before Design and Launch
    4. Making the Case for Return on Investment
    5. Using the Service Blueprint to Model Measurement
    6. Money Talks
    7. Avoiding Common Mistakes When Measuring Services
      1. Measure experiences over Time
      2. Measure across Touchpoints
      3. Share Customer Satisfaction Measurements with Staff
    8. Measurement Frameworks
      1. Net Promoter Score
      2. The Expectation Gap
    9. SERVQUAL and RATER
    10. The Triple Bottom Line
    11. Summary
  17. CHAPTER 9 The Challenges Facing Service Design
    1. Economic Challenges—Moving Businesses from Products to Services
      1. Hilti
    2. Ecological Challenges—Service Design and Resources
      1. Hafslund
    3. Social Challenges—Service Design for Improving Society
      1. Make It Work
        1. Starting with Fieldwork
        2. The Case for Investment
        3. Making It Work
        4. The Social and Economic Return on Investment
        5. The Revenue Potential
        6. Savings for Every Step of the Journey
        7. The Bottom Line
    4. Tackling Wicked Problems
    5. Service Design for a Better World
  18. Index
  19. Acknowledgments
  20. About the Authors
  21. Footnotes
    1. Chapter 2
    2. Chapter 3
    3. Chapter 4
    4. Chapter 5
    5. Chapter 6
    6. Chapter 7
    7. Chapter 8
    8. Chapter 9