Service Design 101
Service design is a huge topic spread all over the web! We've done our best to collect a starter list of reading that can help get anyone started in their exploration and learning.
Suggestions on how we can make this list better are encouraged, be sure to contact us with your ideas!
What is Service Design?
Service design is a human-centered design approach that places equal value on the customer experience and the business process, aiming to create quality customer experiences, and seamless service delivery. Service design helps organizations see an end-to-end, surface-to-core perspective, enabling understanding services from a customer perspective. Service design is rooted in design thinking, and brings a creative, human-centered process to service improvement and designing new services. Through collaborative methods that engage both customers and service delivery teams, service design helps organizations gain true, end-to-end understanding of their services, enabling holistic and meaningful improvements.
A service is a means of delivering value to clients by facilitating outcomes that clients want to achieve without the ownership of specific costs and risks.
The collective whole of all channels, services, touchpoints, and interactions in your business.
An area of your service or business in which you want to focus (e.g. Onboarding, Customer Retention, Help & Support, etc.)
A specific medium in which interactions take place.
A single point of interaction between the customer and the service.
A use case that plays out over time that involves your customer's experience combined with your organization's backstage processes and systems.
An iconic use case of a customer's experience of your service.
A breakdown of both the end-to-end customer experience as well as the surface-to-core backstage of your business process, systems, actors, and policies.
The part of your service that the client can see and experience.
The part of your service that happens "behind the scenes" and is not visible to the customer.
Links and Resources
PSD Links and Resources
- Demystifying Service Design Part 1, and Part 2
- Guide to Practical Service Blueprinting Ebook (and Facilitator Guide)
- Why Customer Experience Isn’t Enough
- The Difference Between a Customer Journey and Service Blueprint
- Core Capabilities of Service Design
- When Technology is Commoditized, Technology Must Become a Service
- Practical Service Design Blog
Books to read
- Our top recommendation is Service Design for Business
- Great book with broad techniques and case studies, This is Service Design Thinking – and a “coming soon” sequel This is Service Design Doing.
- By some of the same authors of the first book, Service Design: From Insight to Implementation, this is a good mid-level intro for people who know what service design is and want to go a little deeper.
- Service Innovation Handbook, a hands on guide with a lot of method ideas.
Links We Like
- A nice introduction to the topic of service design from Cooper
- A long article from HBR, but one of the best I’ve found, on the importance of the end-to-end journey
- A nugget on why we should have design leadership at the core of a company
- A funny metaphor about what it means to embrace service design in your company
- Trends in service management, and why we should pay attention (slides from Service Experience Design Conference 2014)
- Designing the Olympics (slides from Service Experience Design Conference 2014)
- Erik Flowers on starting a service design initiative at Intuit (video from Service Experience Design Conference 2014)
- Service blueprinting 101 from Cooper
- Service blueprinting – six lessons from Cooper
- All about customer journey mapping
- A great introductory video from O’Reilly featuring the authors of “Service Design: From Insight to Implementation”