What is service design?
Service design or service design in English, is an approach, a design, which takes into account the point of view of consumers. In other words, the service is user-centric in the first place. The objective is to think of the service in such a way that it is useful but above all easy to use.
In order to use a service design approach, companies must rely on customer journeys, which represent a real source of information about the experience of all users. A service design process is enriched by the study of behavior omnichannel individuals and represents a real differentiating element from the competition. In order to implement a service design strategy, it is also essential to identify the interactions (human or not) between the company and its Internet users. Indeed, the perceived quality of a service depends primarily on the interactions between the brand and individuals.
Note that service design does not correspond to user experience design. Indeed, in the first case, the priority remains the service produced by the company while in the second, the priority is really the experience of consumers through the various points of contact.
How to set up a service design strategy?
If you want to adopt a “design service” approach, you must study the journey of your users. Three main steps must then be followed. First, you absolutely must identify and define the points of contact between your company and your users. Identify them so that you can then produce a visual document that summarizes them. Second step, trace the user paths. Using an analysis of your data, draw up a list of the most common customer journeys. This involves studying “in what order” the points of contact are used by consumers. Also, don't forget to analyze customer emotions when making contact. You may find that certain interactions through certain channels are frustrating for customers.
The objective is to offer real added value in your services and for this to be perceived by users. It's up to you to bet on the usability and usefulness of your services by studying in detail the uses and expectations of individuals.
Finally, service design is defined here as an approach, a design process centered on the individual, on the consumer. The interest is brought to the functionality of the services, but also and particularly to the satisfaction of the consumers as for the use of these services.
2 minutes to summarize and understand service design
- Service design is a user-centric approach, however, service design is not the same as customer experience. Service design aims to create a differentiating service with high added value that is easy to use and useful for consumers.
- Service design is a way of approaching your business by viewing services as key moments in the customer experience and purchase journey.
- It creates a feeling of trust and credibility with the consumer because quality is at the center of the concerns of companies mobilizing this service design approach.
- Service design takes into account the experience of a service in a holistic way. Indeed, this also includes the context in which the service is performed.
Service design is a useful method for a company offering a multi-channel experience. Rethink your business strategy by placing the usefulness and usability of your services at the center of your concerns!
