A design approach that fits on a slide.

3 Toolkits for Service Design

Caspar Siebel 2011Distinct Thinking

Sense Understand Act

Within Service Design the “product” consists of what happens between customer and service provider. Let us call it interaction.

Service

provider Cu

stom

erProducts in Service Design?

Service

provider

Cust

omer

Stakeh

older

Designer

Understand the product

Understanding the product means understanding what happens between the Customer, Service provider and other Stakeholders.

!e process at a glance

}}

{{}{ Service Blueprint

Understand people Structure in JourneyInsights

Create Vision Combine to conceptIdeas

Build prototypes Detail in blueprintTest

Customer Journey

Empathy methods

Empathy methods help people understand other people.

Help the Service provider understand the Customer.

Help the Stakeholder understand Service provider

and Customer.

Help the Designer understand interactions between

Service provider, Stakeholder and Customer.

Empathy methods II

Watch peopleAsk peopleTalk to peopleAct like peopleUse your own service{Note down what

seems intersting.

Understand

We write down all generated insights. Now we structure them in a Customer Journey Map.

Structuring insights{Customer journey map

The Customer Journey

structures the customers

experience into small steps.

!e customer journey

We worked out which interactions happen in each step in the customers journey. We have insights on these interactions to evaluate them.

Developing a vision

For each step we work out what an ideal interaction would be. This ideal state we call visions.

Visions - ideal states

BrainstormingBrainstorming

We look for ideas how to achive the visions.{Vision Ideas

From Idea to concept

Several ideas form one concept. This process can be structured through methods like clustering, matrixes or force fit. {

Ideas Concept

Testing the idea

We build physical prototypes of our concept. We test it on stage. We test it in real life. We test it anywhere we can and improve it.

Concept Prototype

Service Blueprint

!e "nal product

Finally we detail the product in a service blueprint. We set a frame what Customer and Service provider experience.

We define in which situation people meet

and through which objects they interact.

All in one

}}

{{}{ Service Blueprint

Understand people Structure in JourneyInsights

Create Vision Combine to conceptIdeas

Build prototypes Detail in blueprintTest

Customer Journey

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A design approach that fits on a slide.

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