We boost the efforts of organizations and optimize processes by putting the customer and the user at the center.
Service design can be considered an interdisciplinary service. It combines elements of UX design, customer experience, and working methods, such as design thinking.
The common point for all these components is the customer-oriented approach. The goal of service design is to create services that will meet the expectations of consumers and at the same time achieve the business goals of the client.
Principles of service design
- The user-oriented approach - during the service design process, we try to step into the user's shoes. To understand their motivations, needs, and expectations. This approach makes the service fit in with the natural behavior of a customer and gives the impression of being customized just for them.
- Co-creation - we believe that if all key stakeholders -customers, employees of the client, and designers - get involved in a project, we can achieve a synergy effect. During the process, we consider the needs of all the participants to achieve the best results.
- Sequencing - while working on the project, we break the service down into smaller, successive stages. Each of them can be crucial for the customer and might either help him build brand loyalty or, on the contrary, lead to an abandoned cart. The optimization of individual elements strengthens the entire process and improves the service.
- Accounting and recording - we document everything that happens during the service design process, both for the part we show to the client (frontstage) and the part that we don't (backstage).
- The holistic approach - we pay attention to all aspects of the designed service to ensure that all parties involved in the project - customers, company owners, and its employees - are highly satisfied with the end result.
Stages of service design
- Empathization - we start the whole process by trying to fully understand the problems and expectations of the target group.
- Defining the problem - after the first stage, we sit down to specify what problems the target group may encounter. We also search for elements and stages of the service that require optimization.
- Generating ideas - this is the time for creative work. At this stage, we try to generate as many possible solutions and improvements as possible.
- Building prototypes - at this stage, we create low and high-fidelity prototypes of the service.
- Testing - we check whether the proposed solutions meet the expectations of the participants.
You might need service design when:
- You are planning to implement a more customer-oriented approach in your organization.
- You are looking for new business development ideas.
- You are looking for ways to achieve an effective and efficient creative process.
- You want to constantly improve the quality of your products and services.
- You want to improve customer service.