It’s important to realize services are not tangible goods. An interface is not a service. A product is not a service.People confuse services with products and with good manners. But a service is not a physical object and cannot be possessed. When we buy the use of a hotel room, we take nothing away with us but the experience of the night’s stay.
While Design Thinking is meant for product development,Service design is meant for services.Service design examines value and experience from a multi-user perspective (customer, staff, and business).It is the activity of planning and organizing a business’s resources (people, props, and processes) in order to directly improve the employee’s experience, and indirectly, the customer’s experience.
Service design as a practice results in the design of systems and processes aimed at providing a holistic service to the user.It is the practical and creative application of design tools and methods with the goal to develop or improve services.
Typically, we think bad service design is the result of rogue employees or companies that just do not care. But, this fails to adequately address the root cause.Individual employees are acting on behalf of organizational policies and systemic process put in place via those same policies. The problem with bad service design stems from systemic failures and flaws.
Often, the design of a service is overlooked by organizations and decisions related to the service supporting a product are not routinely considered in relation to how they impact the overall design of an experience. This results, most often, in poor service design and a poor experience.
“When you have two coffee shops right next to each other, and each sells the exact same coffee at the exact same price, service design is what makes you walk into one and not the other.”
Key principles Service Design:
Service Design elevates software development to an entirely new level of efficiency.Services should be designed based on a genuine comprehension of the purpose of the service, the demand for the service and the ability of the service provider to deliver that service.This is best explained by the 7 core principles.
In service design, we work within a broad scope including user experience (UX) design and customer experience (CX) design. A service design experience often involves multiple channels, contexts and products.