This document discusses service design and contrasts it with product design. It defines service design as shaping service experiences to make them easy and enjoyable for customers. The key aspects of service design are that it is user-centered, co-creative, considers the sequencing of customer interactions, uses evidence from research, and takes a holistic view of the customer experience. Principles of service design include involving customers in the design process and focusing on uniform and timely delivery of services. Examples provided include McDonald's service model and how service design can improve customer satisfaction.

1. Service
Design
ThinkingTathagat Varma
http://thoughtleadership.in

2. Meet Sharmaji’s family

3. They have just one goal —

4. And so many options —

5. Web vs. World!!!

6. Let’s help them…

7. What’s your…

8. …and the…

9. Let’s take Airlines
• They deliver same functionality
• They offer similar price points
• They buy same aircrafts, mostly
• They utilise same infrastructure
• They even hire the same “people”
• So, why do we prefer one over the other?

10. Why…?

11. Did you say…

12. Joshie the Giraffe, 2012

13. My story, circa 1997

14. Power of an “Upset”
Customer…

15. Product vs. Service
• “what can we make?”
• Tangible and identical objects that can
be touched, tried, felt, tasted, or
transferred or even returned.
• They must be manufactured, stored,
transported, marketed, and sold, and
are separable from the seller.
• Production and consumption might
have a time lag - there might be goods
ready to be sold
• Mass production ensures uniform
quality.
• There is no customer involvement.
• Car, mobile, pen, mattress, table, etc.
• “what can we do?”
• Intangible and diversified amenities
provided by people that are often
“experienced” but never retained,
transferred or ever returned.
• They are outputs of individual action or
collective performance and can’t be
“stored”, and are inseparable from the
service provider.
• Production and consumption must occur
simultaneously - there are no inventories
• Uniformity in services and timeliness are
key.
• The customer has a high involvement.
• Transport, internet, banking, music
streaming, hotel booking, etc.

16. Service Cycle
https://www.cooper.com/journal/2014/07/service-design-101

17. What is Service Design
“A service is something that I use but do not
own. Service design is therefore the shaping
of service experiences so that they really work
for people. Removing the lumps and bumps
that make them frustrating, and then adding
some magic to make them compelling.”
Mat Hunter, Chief Design Officer at the Design
Council, UK

18. Product Design vs. Service
Design
https://medium.com/@shahrsays/so-what-actually-is-service-design-e0ed602b77a9#.vwucplhs2

19. Principles of Service Design
• User-centered
• Co-creative
• Sequencing
• Evidencing
• Holistic

20. Service Design Thinking

22. McDonald’s “Speedee
System” Design

23. DT, HCD, SD…
https://medium.com/@shahrsays/so-what-actually-is-service-design-e0ed602b77a9#.vwucplhs2

24. Recap
• We have increasingly more and more
services around us.
• Service Design is an interdisciplinary
approach to designing (better) services.
• Service Design Thinking is an iterative and
collaborative “process” to create and
improve customer experiences.

25. References
• Marc Stickdorn: Service Design Thinking, https://youtu.be/LUsjjOtAwcs
• https://www.archives.gov/preservation/products/definitions/products-services.html
• http://www.marketing91.com/difference-between-goods-and-services/
• http://keydifferences.com/difference-between-goods-and-services.html
• http://www.designcouncil.org.uk/news-opinion/video-what-service-design
• https://medium.com/@shahrsays/so-what-actually-is-service-design-e0ed602b77a9#.vwucplhs2
• http://www.practicalservicedesign.com/service-design-101
• https://articles.uie.com/service-design-thinking/
• http://www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
• http://www.slideshare.net/MarcStickdorn1/service-design-thinking-27439915
• https://www.interaction-design.org/literature/article/the-principles-of-service-design-thinking-building-better-
services
• https://www.cooper.com/journal/2014/07/service-design-101