Service Design Workshop: Designing the Customer Experience
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Slides from a service design workshop held at Ratkaisu13, an annual conference organized by CGI Finland (formerly known as Logica). If you are interested in knowing more, get in touch.
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Service Design Workshop: Designing the Customer Experience
- 1. Service Design – Designing the Customer Experience Workshop
- 2. So, what is this about? The following slides are a summary of a service design workshop we facilitated in Helsinki in January 2013 @ CGIs annual Ratkaisu-conference. Marianne Utnes Kjøsnes Ingjerd Straand Jevnaker Service Designer, Oslo Senior Service Designer, Oslo
- 3. If you want to know more, get in touch! UX ux.no 3
- 4. A customer experience is the sum of various touchpoints and actors that make up the service offering. 4
- 5. What is service design? Service design is all about making the service you deliver useful, usable, efficient, effective and desirable. Its aim is to create better customer experiences that are valuable and useful for both the customer and the business. Adapted from the UK Design Council and Service Design Berlin 5
- 6. Walking in your customer’s shoes To be able to create outstanding customer experiences you need to be able to put yourself in their shoes and under their skin.
- 7. Empathy The ability to understand and share the feelings of another. Understanding and sharing your customers feelings is essential to designing good service experiences.
- 8. Who is the customer?
- 11. Empathy Map Draw the empathy map for your customer 10 min
- 12. Share
- 13. A day in the life of... What happens to your customer? What services do they need - or want?
- 14. A DAY IN THE LIFE OF.... WORKSHEET
- 15. A DAY IN THE LIFE OF.... WORKSHEET
- 16. A day in the life of... Draw the day of your customer 10 min
- 17. Share
- 18. SERVICE WORK SHEET Adapted from Service Design Berlin
- 19. SERVICE WORK SHEET Adapted from Service Design Berlin
- 20. Describe your service Pick one idea for a service individually and fill out the service work sheet. take away
- 21. ...some snaps from the actual workshop.
- 22. What has this been about? A quick snapshot of a way of working, getting into the shoes of the customer. Did it spark some new ideas?
- 23. Inspired? Done correctly, service design is an holistic approach to designing better customer experiences that are valuable and useful - for both the customer and the business.
- 24. But remember! In a real project, this sort of workshop should be done in conjunction with real user insight (observation/interviews). There is no replacing actual field work (unless you are designing for yourself, which is a bit of a risk really).
- 25. User Experience Specialists around the world In CGI there are 150+ people who are passionate about delivering user- friendly digital services and service design – of which around 45 people are based in the Nordic Region. 25 Copyright World Map: Antoine Mallet
- 26. What else do we do? 26 UX team, Oslo
- 27. If you want to know more, get in touch! ux.no 27
Notas do Editor
- Some people may see platform shoes as a necessity to get by in life, others perfer trainers
- And as in all design disciplines empathy is key. And in service design you really need to drill down to the core of the clients emotions.
- To do that, you need to know who your customers are. In todays workshop we have prepared 5 short and sweet customer profiles which we would like you further develop with a set of emotions.
- This brings us to the first task of the day: The empathy map.This map helps you in creating your customers emotions
- Here is an example of what we would like you to do next.You have all been assigned groups and a customer profile.Just to get you started; here is an exampleIf your customer is a recently retired professor in medicine, this may be how he feels
- Now its your turn