1. Service Design Thinking
Designing services that people fall in love with
Icons by : Whitespring Service Design // www.whitespring.de

2. Age of the customer
Empowered buyers demand new level of
customer obsession
www.flickr.com/photos/8058853@N06/6045258692

3. Products are becoming services
www.flickr.com/photos/juehuayin/3251667785/

4. Product market is satisfied
20 different available products are fulfilling same purpose
Basic Function & Quality is taken for granted

5. Service relationship can’t be copied

6. Good product design is not the only
ingredient to success
www.flickr.com/photos/lexnger/10171653336/

7. Traditional organisation silos are
breaking

8. Emotions are becoming a decisive
factor
www.flickr.com/photos/bigfatgreycat/10313692763/

9. Emotions bigger impact on loyalty

10. Technology can’t measure
sentiments

11. Employee engagement as priority
www.flickr.com/photos/ronsombilongallery/5828172072

12. Services aren’t made on an
assembly line
www.flickr.com/photos/pasukaru76/6893926948

13. Holistic service experience is new
standards
http://www.kaaathryn.com/wp-content/uploads/2014/03/emirates.png

14. Service Design Benefits

15. What is Service Design ?

16. Service Design is a
holistic approach
that considers the
end-to-end service
experience across
all channels and
touch points from a
customer and
organisation
perspective.
What is Service Design ?

18. Service Design Principles

19. Service Design Process

20. Service Design Process

21. Discover
Identify
Problems
Opportunities
Needs
Define the
solution Space
Build a rich
knowledge
resource with
inspiration &
Insights

23. https://public.edigitalresearch.com/fs/fs/FSM-924840784/f/FSF-926908306/derekblog1image1.jpg

27. Define
Analysed
output of
discovery
phase
Synthesise the
findings in to
reduce number
of
opportunities
Define a clear
brief for
sign-off by
stakeholders

28. Business Model - The Empathy Map
Designed for: Designed by:
Customer Perspective:
What does she
THINK and FEEL?what really counts
major preoccupations
worries & aspirations
What does she
SEE?environment
friends
what the markets offers
What does she
HEAR?what friends say
what boss says
what influences say
What does she
SAY and DO ?attitude in public
appearance
behavior towards others
GAIN
“wants”/needs, measures of success, obstacles
PAIN
fears, frustrations, obstacles
Date:
Interation:
Adapted from XPLANE. XPlane.com
www.XPLANE.com

29. Develop
Develop initial
brief in to
product or
service for
implementation
Design service
component in
detail & as part
of holistic
experience
Iteratively test
concept with
end users

33. Deliver
Taking Product
/ Service to
launch
Ensure
customer
feedback
mechanism
are in place
Share lessons
from
development

34. Welcome
Service Design Intro
Stakeholder Mapping
LUNCH
Value Network Mapping
Personas
Customer Journey Mapping
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
Welcome
Business Model Canvas
LUNCH
Service Blueprint
Customer Journey Mapping
Basics Intermediate
Intros
Service Design
LUNCH
Acting as Prototype
Business Model Canvas
Advance
Customer Journey
Service Blueprint
Schedule
One-Day Workshop

35. References & Credits
Ramakant Gawande
Experience and Service Design Specialist
Pune, India
ramakantg@gmail.com
http:// in.linkedin.com/in/ramakantg/en
This presentation is available FREE of cost. Images used under a Creative Commons license but can be removed on objection