Service design is often described as a stage, with the customer playing the role of the audience. They should love and enjoy a great show without being bothered with things backstage or behind the scenes. In other words: through service design we optimize and innovate your processes and services to improve customer experience, without them even noticing.
The value of service design — Good design is good for business. Simple as that. Service design helps break down silos — because we’re looking at a service from a cross-department perspective — and it challenges all elements of your service to create an ultimate (brand) experience. How do we deliver our service right now? Where can we improve things?
This is how we do it
#1 Understand the context of your customers — First, we identify goals, needs, pains, frustrations, and sources of delight for customers. In other words: we map the customer journey. We also look at the numbers: how many people do x? How many people get stuck at y? What does that cost yearly? This helps determine the value of solutions we design later on.
#2 Decide on a strategy — Once we know the journey and the context of customers, we formulate a strategy. We decide what experience we want to create ultimately. We define which interactions have the biggest impact on the total experience. And we paint a picture of how all touchpoints and interactions should work together to make the intended experience reality; we typically do this by designing a service blueprint — a visualization of how organizational processes should support the customer journey and deliver a great user experience.
#3 Design the interactions step by step — When we know what the touchpoints should look like and how they should work together, our designers help to realize it. We set priorities. We create concepts. We do UX/UI design. We validate. We iterate. We release and check our impact based on metrics.
Everything we design comes from deep customer insight. The service design project we’re most proud of is the one we did for KLM — we helped them break down their complex import process and designed solutions that made the work of both customers and employees much easier.