Marc Fonteijn of 31Volts is running an experiment and collecting quotes on service design from various bloggers on this topic. As a follow-up to the definition of service design by the Copenhagen Institute of Interaction Design, Marcel of 31Volts invited me to participate, and here we go:

Service Design is the design of value creating offerings by aligning intangible processes and incorporating tangible products to create remarkable customer experiences.

Some other interesting definitions are:

Good service design is the process of deliberately crafting our experience and delivery of services, to make them more valuable for the people that use and provide them. – Nick Marsh

Service designers work with companies and governments to orchestrate their encounters with people. – Jeff Howard

Read these and other "one liners of service design" at the 31Volts blog.

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The Copenhagen Institute of Design has a nice definition of Service Design:

Service Design is an emerging field focused on the creation of well thought through experiences using a combination of intangible and tangible mediums. It provides numerous benefits to the end user experience when applied to sectors such as retail, banking, transportation, & healthcare. Service design as a practice generally results in the design of systems and processes aimed at providing a holistic service to the user. This cross-disciplinary practice combines numerous skills in design, management and process engineering. Services have existed and have been organised in various forms since time immemorial. However, consciously designed services that incorporate new business models are empathetic to user needs and attempt to create new socio-economic value in society. Service design is essential in an knowledge driven economy.

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The Copenhagen Institute of Interaction Design recently organized the Service Design Symposium with quite an interesting lineup of speakers from IDEO, Live|Work and Orange Gobal. While many of these presentations will not be shared outside of the conference, Oliver King (Director of Engine Service Design), posted his presentation and you kind find his slides below.

 

 

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The Keynotes from Bill Moggridge (IDEO), Shelly Evenson (Carnegie Mellon University) and Bill Hollins (Design Council) can be found on the corresponding YouTube channel.

 

[via ChooseNick]

 

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Prof. Chriss Voss and Leonieke Zomerdijk are the authors of this publication from London Business School. The report is based on around 100 case studies of well-known (experiential) service companies (i.e. Virgin Atlantic, Disney World, Royal Caribbean) that have been collected over a period of four years.

The study focuses on the special characteristics of services and especially experiential services. In this context, the “customer journey” is the common perspective or metaphor shared by design and consultancy firms and experiential service providers.

In order to design new services they divide the service into five areas that directly or indirectly contribute to a customer’s experience. These areas are (1) physical environment, (2) service employees, (3) service delivery process, (4) fellow customers and (5) back office support. These areas are outlined shortly.

Chapter 3 “The Process of Innovation” is particularly interesting because methods, tools and other common practices like simulation, prototyping and experimentation are introduced. This chapter gives some good ideas for practitioners where to start to develop new and innovative services.

The report is completed with a summary of some other observations in the case studies, namely business model innovation, the role of competition as a driver of innovation and how experiential service innovations were protected from copying by competitors.

All in all a well-grounded report that provides a good overview over most important areas of experiential service design.

The full report can be downloaded here.

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