Service Design
Service Design is design for service experiences that reach people through a great variety of touch points over time. Through creative processes and methods, Service Design helps to conceive and shape the interaction between service provider and end-user. Namahn focuses on the design of services where digital technologies are a core component.
A service designer combines strategic insight and design thinking to turn each service touch point into a positive experience. The aim is to establish a long-lasting relationship between the customer and the provider.
As service designers, Namahn combines knowledge about user experience, business, technology and operations, change management and marketing. Of course, Human-Centered Design is a most fitting approach to Service Design.
Because many organisations are trying to shift from products to services (aka servitisation) in order to stop the erosion of margins, new capabilities are required. Service Design skills can bring new insights and help save money.
Typical Service Design projects at Namahn include or could include:
- Creating a Service Design toolkit for local governments
- Visualising scenarios for the library of the future, merging the digital and the physical
- Building a shared and innovative vision about the service delivery for a utility company, with a view to raising customer satisfaction ratings
- Devising a new financial product for the elderly, with a mix of physical and digital touch points, taking into consideration changes to staff roles and back-office processes
- Rethinking the experience of having your car towed away, from the initial puzzlement (or panic) about not being able to locate your car to finding your way out of the tow-away parking lot
- Providing officials at an international government building complex with a fluent experience of the available facilities, while paying due attention to safety and security.
- Taking mystery trips on trains, to understand the true feelings of public-transport users about the quality of service. Then, use this understanding to drastically improve the quality of the information to travellers in time of trouble.
Resources
The Service Design Network is an international network of organisations and businesses working in and developing the Service Design domain. Their purpose is to develop and strengthen the knowledge and expertise in the science and practice of innovation and improvement of services.
SCAD is the first university in the United States to offer Bachelor and Master degrees in Service Design.
The Design Management Institute (DMI) has published an article Service Design: An Appraisal by Saco and Goncalves, in a 2008 issue of the Design Management Review.