If you've ever had to give your customer number three times when calling a hotline, it might be time for that company to invest in Service Design. But what is it exactly?
User Experience\Service Design
Since the Internet swept across the world, the relationship between industries and their users has changed profoundly.
Suddenly, companies found themselves at face the whole world and no longer to one or two close competitors locally. Thus, to differentiate of its competitors, one of the responses provided by the company was to put the user at the heart of his approach, so as to best meet their expectations.
In addition to design methodologies centered on products, Service Design contributes to increasing the spectrum of the User Experience.
This approach aims to improve the entire journey of a customer with a company (before, during, after). The business strategy is thus intertwined with the design to start from the foundations of the User Experience, back to the product and take into account the entire context of use.
A little history tour
In the past, services and products were well separate. The product was the finished element that you found in your bag, the program that you used, the hotel room, the series… Something tangible. For several years, however, a movement has taken place where we have slowly evolved towards a much more holistic vision through the development of ecosystems.
Beyond the product, companies have started to sell a global experience. The product and the service tend to become one and thus become inseparable. Likewise, more and more industries are increasing their product by associated services: Smart TVs, game consoles, for example. They thus embark on the service creation. The largest hospitality company in the world has no hotels (Airbnb), the taxi company has none (Uber).
Little by little, companies are freeing up money through the services they provide, for the experience they offer more than their material goods.
For many industries, investing in service is a “first time“. Many don't know how adapt to these new requirements. Thus, they attach only to the part visible to the customer and abandon all internal systems, not realizing the impact of these services on the client.
Enter Service Design
Have you ever called a hotline and had to give out your customer number three times in a row? Ever had to struggle to print a concert ticket that was accessible on your smartphone? Have you found yourself wandering between different services because your information could not be found? As many situations, where the Service Design could have improved your experience.
Service Design is interested in all the actors in the chain between the company and the customer: the employees (including management), the points of contact (physical and digital), the regulations and procedures or the corporate culture..
All of these elements can undermine or transform the experience between a user and the company. The objective of Service Design is therefore to optimize these different parts as much as possible.
We are no longer just booking a hotel room: we are looking for an atmosphere, a service, a little something extra that will set your stay apart.
When the designer designs a hassle-free reservation process, the Design Department takes care of managing both the user's familiarization with the product and the after-sales service: the entire chain, from on-boarding to off-boarding, is designed.
Service Design focuses on think beyond corporate silos and channels. But it also goes beyond the screens, focusing on the whole industry.
Through workshops of co-creation, co-design, reflections, alignment of visions or even user interviews, the Designer is now developing a new global user experience..
By working on all contact points and its service ecosystem, a designer enables a company to stand out from competitors.
Finally, Service Design requires a very good planning and involvement of all stakeholders (management included). Its objective is to reinvent the company and its services. This can only be done with the support and contribution of the management teams.
Take Away
Whether you are developing a startup, working in a large company or even in communities, associations or public administrations, Service Design is gradually becoming a vital component for your strategy de digital transformation.
Investing in Service Design means differentiating yourself from your competitors but also improving and promoting your business through your users.
In short, an investment that is worth the detour.
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