According to Stickdorn et al. (2011) there are five core principles of service design thinking:
1) User centered, which means that everything should be experienced from the customer's point of view.This means that we need a certain amount of customer participation to be able to understan what our customers actually want and keep the service running. We should slip into the customer's shoes and try to understand the individual service experience and the wider context in it. This is something that Holthuis (2011) also pointed out in his presentation, i.e. the importance of customer insight.
2) Co-creative; We should include stakeholders in the service design process. We should include e.g. the front line staff, back-office emloyees and managers , as well as non-human interfaces such as vending machines and webpages. During the design process co creation includes a smooth interaction between the stakeholders during the service provision that is necessary for a sustainable customer and employee satisfaction. Through co-creation, customers get a chance to add value to the service in cooperation with the service provider.
"The more the customer is involved in this service provision, the more likely this service is of evoking co-ownership which in turn will result in increased customer loyalty and long-term engagement." (Stickdorn et al. 2011)
3)Sequencing; We should visualise the service as a sequence of interrelated actions. We have to consider the service timeline when we design a service, because rhythm really affects the mood of the customer. Trying to imagine the service as a movie might be helpful. We should prototype services and test their impact on customers.
4)Evidencing; We should visualise intangible services in terms of physical artefacts. This means that we need to make customers aware of of the intangible service. This service evidencing (e.g. a souvenir to remind you fo a holiday memory) can help us reveal inconspicuous backstage services. This service evidence needs to be carefully designed according to the service's underlying story and its touchpoint order.
5) Holistic; We should consider the whole environment of the service. We need to remember that even though a service is intangible, it takes place in a physical environment through physical artefacts and often generates some kind of physical outcome. Customers feel, hear, smell, tuoch and taste the physical manifestation of the service. It is important that we mad the mood and feeling of all stakeholders throughout this service journey.
Considering the service provider, the focus should be on the service provider's organization; the system design of the organization, the inherent culture, values and norms and its organizational structure and processes play an important role in the issues for the design of the service. This means that the gap between the corporate identity embodied by the company's management/staff and the image perceived by the customers needs to be wiped out.
All in all, we should remember that service design is more about focusing on humans than organisations and finding a way to co-create value.
References:
Holthuis J. (2011) Service Design, TedXHamburg. Available on:
http://tedxtalks.ted.com/video/TEDxHamburg-Joost-Holthuis-Serv
Stickdorn M., Schneider J. & Co-authors (2011) This is Service Design Thinking - Basics - Tools - Cases, Bis Publishers.
1) User centered, which means that everything should be experienced from the customer's point of view.This means that we need a certain amount of customer participation to be able to understan what our customers actually want and keep the service running. We should slip into the customer's shoes and try to understand the individual service experience and the wider context in it. This is something that Holthuis (2011) also pointed out in his presentation, i.e. the importance of customer insight.
2) Co-creative; We should include stakeholders in the service design process. We should include e.g. the front line staff, back-office emloyees and managers , as well as non-human interfaces such as vending machines and webpages. During the design process co creation includes a smooth interaction between the stakeholders during the service provision that is necessary for a sustainable customer and employee satisfaction. Through co-creation, customers get a chance to add value to the service in cooperation with the service provider.
"The more the customer is involved in this service provision, the more likely this service is of evoking co-ownership which in turn will result in increased customer loyalty and long-term engagement." (Stickdorn et al. 2011)
3)Sequencing; We should visualise the service as a sequence of interrelated actions. We have to consider the service timeline when we design a service, because rhythm really affects the mood of the customer. Trying to imagine the service as a movie might be helpful. We should prototype services and test their impact on customers.
4)Evidencing; We should visualise intangible services in terms of physical artefacts. This means that we need to make customers aware of of the intangible service. This service evidencing (e.g. a souvenir to remind you fo a holiday memory) can help us reveal inconspicuous backstage services. This service evidence needs to be carefully designed according to the service's underlying story and its touchpoint order.
5) Holistic; We should consider the whole environment of the service. We need to remember that even though a service is intangible, it takes place in a physical environment through physical artefacts and often generates some kind of physical outcome. Customers feel, hear, smell, tuoch and taste the physical manifestation of the service. It is important that we mad the mood and feeling of all stakeholders throughout this service journey.
Considering the service provider, the focus should be on the service provider's organization; the system design of the organization, the inherent culture, values and norms and its organizational structure and processes play an important role in the issues for the design of the service. This means that the gap between the corporate identity embodied by the company's management/staff and the image perceived by the customers needs to be wiped out.
All in all, we should remember that service design is more about focusing on humans than organisations and finding a way to co-create value.
References:
Holthuis J. (2011) Service Design, TedXHamburg. Available on:
http://tedxtalks.ted.com/video/TEDxHamburg-Joost-Holthuis-Serv
Stickdorn M., Schneider J. & Co-authors (2011) This is Service Design Thinking - Basics - Tools - Cases, Bis Publishers.
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