A Service Design Story

Talk by Uyai Effiong (@yoowai) at the November 2015 UXLagos meetup where she talks about service design, it's similarities with UX and how both complement each other.

Transcript

1. 1 www.areedi.com © 2015 Areedi. All Rights Reserved. A Service Design Story Presentation for UX Lagos – Nov 2015
2. 2 www.areedi.com © 2015 Areedi. All Rights Reserved. Who am I? •  Business Consultant and Service Designer at Areedi •  Lover of great customer experiences (and I rave or rant about them on Twitter at @yoowai) •  Wife of the Chief Drone Guy at Anakle and mama to these two knuckleheads
3. 3 www.areedi.com © 2015 Areedi. All Rights Reserved. What is Service Design? •  A service is basically anything a company offers that you can’t drop on your feet. Every industry is now in the business of providing services (some along with their products) •  Services, like products, need to be carefully designed with their users in mind.
4. 4 www.areedi.com © 2015 Areedi. All Rights Reserved. How is it similar to UX? •  The focus is on the user •  The tools overlap: •  One-on-one Interviews •  Surveys •  Experimentation •  Prototyping •  Analytics •  Observation
5. 5 www.areedi.com © 2015 Areedi. All Rights Reserved. How is it different from UX? •  UXD focuses on a product or a series of products •  SXD focuses on the entire customer journey (any combination of multiple products and services) •  This doesn’t undermine the work of amazing UX people!
6. 6 www.areedi.com © 2015 Areedi. All Rights Reserved. Service designers love touch points… vs UX design still very much needed to turn this monstrosity into that
7. 7 www.areedi.com © 2015 Areedi. All Rights Reserved. However, we do our best work when we can design the entire system… •  Ecosystem of touch points for an airline might include (but obviously not limited to) •  Discovery of service •  Booking a ticket •  Check in procedures •  Boarding procedures •  Operations during the flight •  Closing out the service
8. 8 www.areedi.com © 2015 Areedi. All Rights Reserved. Case Study #1: Arik Air
9. 9 www.areedi.com © 2015 Areedi. All Rights Reserved. Case Study #2: Café Neo •  Ecosystem of touch points •  Discovery of service •  Store locations & appearance •  Greeting customers •  Order Process •  Service Delivery •  Closing out the service
10. 10 www.areedi.com © 2015 Areedi. All Rights Reserved. Questions? Happy to answer! @yoowai @Areedi www.areedi.com 10
11. 11 www.areedi.com © 2015 Areedi. All Rights Reserved. Some Reading Suggestions – My Pick for Books •  www.servicedesignbooks.com – amazing collection of books related to service design (and the broader world of human centered design) •  www.servicedesigntools.com – a collection of tools that service designers and UX designers might find useful •  www.liveworkstudio.com – plenty of service design case studies and too (these guys are considered the “founders” of service design as a practice) •  There’s also a new Slack channel: search for practicalsxd if you’re on Slack 11
12. 12 www.areedi.com © 2015 Areedi. All Rights Reserved. Some Reading Suggestions - Books •  Service Design: From Insight to Implementation – this is pretty much the “Bible” of service design, in my opinion. Here’s a review: http://www.servicedesignbooks.org/isbn/1933820330/service-design/ •  The Ten Principles Behind Great Customer Experiences - http://www.servicedesignbooks.org/isbn/0273775081/the-ten- principles-behind-great-customer-experiences/ •  The Service Startup: Design Gets Lean - http://www.servicedesignbooks.org/isbn/B00JS9VZ08/the-service- startup/ (best read after reading The Lean Startup) 12