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.

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?

9. EMPATHY MAP
WORKSHEET

10. EMPATHY MAP
WORKSHEET

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