Marc Stickdorn in This is service design thinking lays out principles for Service Design Thinking. Here they are: 1. User Centered 2. Co-Creative 3. Sequencing 4. Evidencing 5. Holistic Let's look at each in turn. User Centered means services should be experienced through the eyes of the customer. It is not enough to just look at statistical data about your customers. As Stickdorn describes, "Think of 2 customers. Both were born in 1948, male, raised in England, married, succesfull and wealthy. Furthermore, both of them have at least 2 children, like dogs and love the Alps. One of them is Prince Charles and the other is Ozzie Osbourne." But they both look alike if you just look at the statistics. To be User centered you must go way beyond just statistical data. Co-Creative means working with all stakeholders to explore needs and new processes. And the most important stakeholder is the Customer. Yes, Co-Creation means bringing Customers under your tent to work with you on creating better, more customer centric processes. Sequencing is focusing on how the rhythm of the service impacts the mood of the customer. Think of service as a movie with multiple scenes. If the service is too fast, it might makes customers anxious. Too slow (think waiting in a check out line) and customers get bored or even mad. Evidencing is something we don't commonly think of with services. It means making customers aware of intangible, sometimes "behind the scenes" services. It is the chocolates on your pillow at a fine hotel. The hotel maid service may have been fairly inconspicuous, but the chocolate on the pillow reminds you they were there. All services should provide some form of artifact to remind they customer a service took place....you don't want the bill to be their first reminder! Last, is Holistic. It means keeping the mood and feelings of the customer in mind throughout the service journey. How do all the service "touchpoints" add up? How does the customer's senses react to the physical environment? Everything matters in the final customer experience.
Follow these 5 principles and you are on your way to creating great Service Design.
In my next post I will talk about Service Interaction and Desirability.