Service design thinking is all about taking a service and making it meet the user’s and customer’s needs for that service. It can be used to improve an existing service or to create a new service from scratch.
Service design is a method for improving the quality of your service. Those improvements are directed at both the users and staff of your organization. Innovating in services is not new. Every organization that provides services thinks seriously about improving the quality of its service at some point.
What is new, however, is that this innovation is approached from a human-driven way of design thinking. In this method, we start from the needs and requirements of users and look for solutions together with these users and other stakeholders. Ideas are swiftly crystallized using photos, drawings and models and systematically reviewed with the users. There are bundle of techniques in service design such as Deep-dive interviews, Service Safari, Co-creation etc. We will talk about some of these techniques in next few weeks.
Until then, remember these 5 principles:
1. Include Users- Early and Often
Include users to new service creation and testing.
2. Design service for large group of customers
We cannot satisfy everyone! So, create experience for large segment of your customers, or create different experiences for each segment.
3. Expand your brand
Create brand awareness
4. Use data driven design- CX KPIs
Measure experience and design service using data and CX KPIs, both are crucial when it comes to service design thinking.
5. Meet and Create Expectations
Customer expectation exists, weather we deal with it or not, so the better option is to control it through brand promises and company values, and create expectation for your customer.
6. Deliver and Delight
Make signature experiences to create loyalty.