Photo illustrating the service design process with all the phases and possible paths and sequences
Service Design: Definition
Service Design is user-centered to help create , improve and optimize services , whatever their nature. It is used by companies of all sizes to improve their customers' experience . It uses Design Thinking methods and service-related tools.
The whole point of Service Design lies in its ability to take the place of the customer to analyze each point of contact . The whole created is coherent and easy to access to generate a successful user experience and a service with high added value.
Key steps in the Service Design process
Service Design intervenes in all stages of the experience:
User research to anticipate a detailed and precise understanding of needs, in their context;
Orchestration of design and collaborative creativity methods ;
Deployment : the implementation of the transformation resulting from the design phases .
The key steps of a Service Design process are challenge, diagnosis, ideation, prototype , testing, production and deployment.
This approach helps to facilitate analysis and stepping back, it recommends good methods for researching and understanding users , helps to build a new service promise , sets up a collaborative , creative, user-centered approach and participates in the design of the consistency of experience between all the decisive contact points of a service.
Asking the right questions
To determine which tools to use and implement a Service Design strategy , it is essential to ask yourself the right questions to know in which direction you want to go.
What is your process when you design or want to viber database improve a product or service?
What is your strategy ?
How are your customers or prospects contacted ? How often ? And for what purpose ?
All these questions are necessary to clarify the goal of your approach .
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The methodology
Service Design is made up of several phases that use different tools depending on your objective.
The tools
To answer the questions you are asking yourself, different tools can be used. These tools will be chosen according to the objectives determined. Several steps are presented, divided into two main phases :
1. Experience diagnosis
Listening : understanding perception through declarative means.
By setting up focus groups, triads, quantitative surveys, semi-directive interviews, etc.
Observe : start from factual elements and observe behaviors.
To do this, you can practice user tests, statistical audits, SEO, UX, editorial, accessibility, etc.
Follow reality : take an interest in everyday life.
To do this, keep a logbook, make a video collection, etc.
2. Build, deploy, challenge
Feeling : Cross-referencing the data collected between the listening and observation phases
To do this, it may be useful to carry out data analyses;
Co-construct : involve the different stakeholders in the design;
Test and validate : it is therefore necessary to carry out one or more tests of the experience, in real-life situations.
Orchestrating choices
Once the objectives and necessary steps have been defined , it is necessary to orchestrate the choices of actions according to the issues , the schedule and the budget . This means that during the first phase, of inspiration, it will be necessary to:
Define the challenge and insights : the general challenge, the work team, the method, the planning, the budget;
Carry out internal analysis : internal interviews, statistical audit, SEO audit, etc.
Carry out external analysis : with targeted focus groups, user diagnostics, benchmarks, impact studies, etc.
During the second phase, which is therefore the ideation, prototyping and testing stage, it is necessary to prototype : using design workshops set up according to the issues or even UX design . And also carry out user tests on prototypes .
