Service Design

Question 1

Design Thinking

Answer 1

(2007) - a way how designers think and work. Applying design thinking makes it design doing.

Question 2

Service Design

Answer 2

(1980s) - application of design onto service-oriented challenges. It deals with specific challenges that uses a tailored toolbox.

• Customer centric - puts the customer at the heart of everything
• Co-creation - exploring and designing the concepts together, to ensure that the services are both technically feasible and business viable.
• Holistic - building interdependent, interrelated experiences that all connect with people on an emotional level, that way services that scale beyond the original idea will be created.

Question 3

Similarities and differences between service design and design thinking?

Answer 3

Similarities:

They both talk about the same attitude approach, mindset and tools(double diamond process, personas, empathy map).

Differences:

Service design describes a quite specific problem space and design thinking does not. Design thinking can be applied in any situation, while service design can only be applied to service related challenges.

Question 4

The principles of service design

Answer 4

“Services are co-created, in the sense that different stakeholders are involved in innovating services. Working together, understanding the way people perceive services, how they use them and how they would love to use them is a driver for change.” — Birgit Mager

1. Human-centered: Consider the experience of all the
   people affected by the service.
   2. Collaborative: Stakeholders of various backgrounds
      and functions should be actively engaged in the service
      design process.
2. Iterative: Service design is an exploratory, adaptive, and experimental approach, iterating toward implementation.
3. Sequential: The service should be visualized and orchestrated as a sequence of interrelated actions.
4. Real: Needs should be researched in reality, ideas prototyped in reality, and intangible values evidenced as physical or digital reality.
5. Holistic: Services should sustainably address the needs
   of all stakeholders through the entire service and across the business

Question 5

What is a journey map?

Answer 5

A journey map visualizes the experience of a person over time. For example, an end-to-end customer journey map can visualize the overall experience a customer has with a service, a physical or digital product, or a brand. This might include recognizing a need, searching for a specific service, booking and paying for it, and using the service, as well as maybe complaining if something goes wrong, or using the service again. Journey maps help us to find gaps in customer experiences and explore potential solutions.

Question 6

What scale is a journey map?

Answer 6

Journey maps can have various scales and scopes,
and you will usually need several to represent different
aspects of one experience or service: from a high-level
map showing an end-to-end experience, to more detailed
maps focusing on one step of a higher-level journey,
to very detailed step-by-step descriptions of micro-interactions.

Question 7

How are journey maps used?

Answer 7

Journey maps are the most flexible tool we use with clients. We use them in three ways:

1. To visually and transparently gather user stories when interviewing.
2. To understand how existing services work and uncover pain points and opportunities for improvement.
3. To envision future services.

Question 8

What is a dramatic arc?

Answer 8

They describe the sequence and rhythm of high and low engagement in a piece or performance. By marking moments of high and low engagement along a journey map, we can visualize the dramatic arc of an experience, and use it to understand the experience and focus our ideation

Question 9

Journey map elements

Answer 9

A. Main actor
B. Stages
C. Steps
D. Storyboards
E. Emotional Journeys
F. Channels
G. Stakeholders
H. Dramatic arc
I. Backstage processes
J. What if?
Jobs to be done
Conversion funnel
Qualitative research data
Quantitative research data
Custom lanes

Question 10

Types of journey maps

Answer 10

1. Reliability: Assumption-based vs. research-based journey maps
2. State of journey map: “Current-state” vs. “future-state” journey maps
3. Main actor/perspective: “Customer” vs. “employee” journey maps
4. Scope and scale: High-level vs. detailed journey maps
5. Focus: Product-centered vs. experience-centered journey maps

Experience-centered journey maps visualize the overall experience from a customer perspective (e.g., moving from one apartment to another). In contrast, product-centered journey maps only focus on touchpoints, the interaction between a customer and a product/service/brand.

6. Lanes and level of depth: Adding various lanes in journey maps

Question 11

Service blueprint

Answer 11

Service blueprints can be understood as an extension of journey maps. They are set up to specifically connect customer experiences with both frontstage and backstage
employee processes as well as support processes. “Frontstage” refers to people and processes with which the user has direct contact. “Backstage” represents people
and processes that are invisible to the user. Support processes are activities executed by the rest of the organization or external partners.

Question 12

Service blueprint elements

Answer 12

A. Physical evidence
B. Customer actions
C. Line of interaction
D. Frontstage actions
E. Line of visibility
F. Backstage actions
G. Line of internal interactions
H. Support processes
Custom perspectives/lines/lanes

Question 13

What is a step?

Answer 13

A step is any experience the main actor has. A step can be, for example, a conversation with another person, an interaction with a machine, or using a digital interface; but steps can also be activities, such as walking or waiting.

Question 14

What are touchpoints?

Answer 14

All interactions of a customer with a brand are called “touchpoints.”01 These touchpoints can involve different channels, such as watching an advertisement on TV or reading more about a product online. Touchpoints can be direct, such as calling a hotline or retrieving information from a company website, or indirect, such as reading reviews on third-party websites

Question 15

What is a moment of truth?

Answer 15

Steps that are decisive for a user, customer, or organization are often called “moments of truth” (MoT).02 These are steps in which the impression of a customer changes regarding a brand, service, or physical or digital product – for example,
when a customer first hears about a new product (driving expectations) or sees a product in real life for the first time (driving anticipation), or when a customer uses a product for the first time (comparing expectations with actual quality and customer experience)

Question 16

Participatory design/co-creation

Answer 16

Structure: Structured, Semi-structured
Preparation: Participant recruitment, Design task, Recording tools
Deliverables: Recordings, Notes, Artefacts

• Focusing on drawing our users much more activity in, than ordinary user research
• The users perform exercises in which they create and design mock-ups of the products (soft or physical) that they would use in specific scenarios
• You can use absolutely anything as a tool for the users to design or build
  something from. Pen; paper, LEGO; the tools can be anything as long as they
  serve the purpose. And most methods.
• By letting the participants show us what matters to them, as opposed to
  telling us, we are getting more specific and more honest data out of the session.
• This is most likely much more expensive and time consuming compared to
  non-participatory design methods.
• The goal is to understand users’ needs through design workout – don’t
  expect to implement the user’s ideas 1:1

Question 17

Participatory design/co-creation dimensions,

Answer 17

• Form: Describes the kind of action that is taking place between the participants
  in an activity, and is described as making, telling and/or enacting
• Purpose: Describes why the tools and techniques are being used and is
  described along four dimensions:

1) for probing participants
2) for priming participants in order to immerse them in the domain of interest
3) to get a better understanding of their current experience or,
4) the generation of ideas or design concepts for the future, for instance by
creating and exploring future scenarios. It is possible to use each of the forms
with any of the purposes.

• Context: describes where and how the tools and techniques are used. Context is
  described along these four dimensions: group size and composition, face-to-face vs. online, venue, as well as stakeholder relationships.

Question 18

Co-creation types

Answer 18

*Collaborating: open contribution, customer-led selection.

*Tinkering: open contribution, firm- led selection.

*Co-designing: fixed contribution, customer-led selection.

*Submitting: fixed contribution, firm- led selection.

Question 19

Cross-cultural empathy framework

Answer 19

Cross-cultural empathy framework is a comprehensive framework which helps to facilitate the development of cognitive empathy in cross-cultural design collaborations.

Question 20

Empathy pyramid

Answer 20

Provides a way to distinguish the deeper beliefs and values of a culture that are materialized as artefacts and behaviors as well as thoughts and emotions. It builds upon the design empathy tool empathy map.

Question 21

Ethnocentrism

Answer 21

Cultural or ethnic bias—whether conscious or unconscious—in which an individual views the world from the perspective of his or her own group, establishing the in-group as archetypal and rating all other groups with reference to this ideal.

Question 22

Contextual factors

Answer 22

Inform the situation. These include knowledge of systems within cultures(e.g. family, education, religion, health), emerging forces(e.g. social, technological, environmental, political factors and trends that influence the situation), and the recognition of existing cultural patters(e.g. ecology, power, identity, trust, change).

Question 23

Cross-cultural empathy map outer stages

Answer 23

Ecology (human over ecology vs ecology - centered)
Identity (Individualistic vs collectivist)
Power (egalitarian vs hierarchical)
Communication (explicit vs implicit)
Trust (task-focused vs relationship-focused)
Change (avoids uncertainty vs accepts uncertainty)
Time (Structured vs flexible)

Question 24

Cross-cultural empathy map inner stages

Answer 24

Materialize
Say/do
Think/feel
Believe
Value