SERVICE DESIGN
METHODS
LIBRARY

In this library, you'll find 24 hands-on descriptions that help you DO the key methods used in service design. These methods include instructions, guidelines, and-tips-and tricks for activities. It contains building blocks. The service design process for prototypes of (inter)actions, service processes, and experiences is a cohesive design process. But you are free to choose your own path.

We differentiate between and concentrate on the following:
1. Prototypes of (inter)actions, service processes, and experiences
2. Prototypes of physical objects
3. Prototypes of environments, spaces, and architecture
4. Prototypes of digital artifacts and software
5. Prototypes of ecosystems and (business) value

Shortcut: Key activities

  • Service Blueprint

    " The service blueprint is a technique originally used for service design, but has also found applications in diagnosing problems with operational efficiency. The technique was first described by G. Lynn Shostack, a bank executive, in the Harvard Business Review in 1984."  Wikipedia

  • Customer Journey

    " Customer experience (CX) is a totality of cognitive, affective, sensory, and behavioral consumer responses during all stages of the consumption process including pre-purchase, consumption, and post-purchase stages. " Wikipedia

  • Prototypes

    " A prototype is an early sample, model, or release of a product built to test a concept or process. It is a term used in a variety of contexts, including semantics, design, electronics, and software programming. " Wikipedia

Service design process for (1) prototypes of (inter)actions, service processes, and experiences

01 -->

PREPERATION

02 -->

CUSTOMER INSIGHTS

  • Information research

    01 Gathering customer insights

    Gathering sufficiently relevant, reliable, valid and up-to-date insights on customer, market and law.

  • Observe

    02 Interpret customer observations

    Interpret customer observations to customer insights. Existing research and new research (if necessary).

  • Sharing the insights.

    03 Customer scenarios

    Determine triggers and drivers and create relevant customer scenarios as a starting point

  • Define

    04 Define objective & scope

    Objective, outline, scope, KPIs and preconditions for success. Drawing up planning and lead time. Determine team and participants per phase.

03 -->

DESIGN PRINCIPLES AND PRINCIPLES

  • Requirements

    01 Requirements of organization

    Brand values, positioning & interaction principles. Segment frames, operating concept

  • Requirements

    02 Requirements of customer

    Specific starting points emerge in work sessions

04 -->

EXCISTING SITUATION IST

  • Customer journey

    01 Customer Journey IST

    Looking extensively at the existing situation. Initially with customer insights (step 1).

05 -->

DESIRED SITUATION SOLL

  • Customer journey

    01 Customer Journey SOLL

    Draw the desired CJ in a map based on experience and process

  • Ideation

    02 Idea generation

    Idea generation; broad collection of new ideas. Create CJ concept (s) from selection of valuable ideas (selection made based on principles and starting points, step 2)

  • UX test

    35 Usability Testing

    Observing how users complete most common tasks to identify main issues

06 -->

CONCEPT DESIGN

  • Preparing for coding

    01 Interaction Design

    Translation of the CJ into concept design, flow. And later on to interaction design (screens, letters, prototype, call script, etc.) and other adjustments (process, personnel)

  • UI design

    02 Feedback and concept optimization

    Present developed interaction concepts to customers (and employees); testing, analyzing and improving. Testing against design principles. Optimize and define final design. Repeat steps 4b and 4c until final concept is reached.

  • UI design

    03 Coordinate concept package and business requirements

    Optimization processes, development processes of marketing concepts, implementation communicate with devs

  • Productie

    04 Production

    Assortment, service or product, Proposition, (Online) Marketing, System / technique, Process / Personnel

  • Launch

    05 Going live

    New or improved services go live, internal and external mar / com

  • Communicate

    06 Secure

    Handover to line organization

  • Measuring

    07 Determining KPIs

    KPIs customer experience KPIs on commercial objectives

07 -->

PRODUCTION

  • Communicate

    46 User Stories

    De-facto format for communicating requirements within agile teams

08

MONOTORING

  • Launch

    01 Monotoring and measuring

    Monitoring and measuring implementation on behavior and perception.

  • Launch

    02 Monitoring and measuring implementation

    Monitoring and measuring implementation on commercial objectives

  • KPI

    03 Determining KPIs

    KPIs customer experience & KPIs on commercial objectives