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Service Design Workshop: Designing the Customer Experience
The document outlines a service design workshop focused on enhancing customer experience, held in Helsinki in January 2013. It emphasizes the importance of empathy in understanding customer needs and creating valuable service offerings, along with practical exercises like empathy mapping and service worksheets. The workshop aims to inspire new ideas while highlighting that real user insight is essential for effective service design.
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Service Design Workshop: Designing the Customer Experience
- 1. Service Design – Designingthe Customer Experience Workshop
- 2. So, what isthis about? The following slides are a summary of a service design workshop we facilitated in Helsinki in January 2013 @ CGIs annual Ratkaisu-conference. Marianne Utnes Kjøsnes Ingjerd Straand Jevnaker Service Designer, Oslo Senior Service Designer, Oslo
- 3. If you wantto know more, get in touch! UX ux.no 3
- 4. A customer experienceis the sum of various touchpoints and actors that make up the service offering. 4
- 5. What is servicedesign? Service design is all about making the service you deliver useful, usable, efficient, effective and desirable. Its aim is to create better customer experiences that are valuable and useful for both the customer and the business. Adapted from the UK Design Council and Service Design Berlin 5
- 6. Walking in yourcustomer’s shoes To be able to create outstanding customer experiences you need to be able to put yourself in their shoes and under their skin.
- 7. Empathy The ability tounderstand and share the feelings of another. Understanding and sharing your customers feelings is essential to designing good service experiences.
- 8. Who is thecustomer?
- 9.
- 10.
- 11. Empathy Map Draw theempathy map for your customer 10 min
- 12.
- 13. A day inthe life of... What happens to your customer? What services do they need - or want?
- 14. A DAY INTHE LIFE OF.... WORKSHEET
- 15. A DAY INTHE LIFE OF.... WORKSHEET
- 16. A day inthe life of... Draw the day of your customer 10 min
- 17.
- 18. SERVICE WORK SHEET Adapted from ServiceDesign Berlin
- 19. SERVICE WORK SHEET Adapted from ServiceDesign Berlin
- 20. Describe your service Pickone idea for a service individually and fill out the service work sheet. take away
- 21. ...some snaps fromthe actual workshop.
- 22. What has thisbeen about? A quick snapshot of a way of working, getting into the shoes of the customer. Did it spark some new ideas?
- 23. Inspired? Done correctly, servicedesign is an holistic approach to designing better customer experiences that are valuable and useful - for both the customer and the business.
- 24. But remember! In areal project, this sort of workshop should be done in conjunction with real user insight (observation/interviews). There is no replacing actual field work (unless you are designing for yourself, which is a bit of a risk really).
- 25. User Experience Specialistsaround the world In CGI there are 150+ people who are passionate about delivering user- friendly digital services and service design – of which around 45 people are based in the Nordic Region. 25 Copyright World Map: Antoine Mallet
- 26. What else dowe do? 26 UX team, Oslo
- 27. If you wantto know more, get in touch! ux.no 27
Editor's Notes
- #7 Some people may see platform shoes as a necessity to get by in life, others perfer trainers
- #8 And as in all design disciplines empathy is key. And in service design you really need to drill down to the core of the clients emotions.
- #9 To do that, you need to know who your customers are. In todays workshop we have prepared 5 short and sweet customer profiles which we would like you further develop with a set of emotions.
- #10 This brings us to the first task of the day: The empathy map.This map helps you in creating your customers emotions
- #11 Here is an example of what we would like you to do next.You have all been assigned groups and a customer profile.Just to get you started; here is an exampleIf your customer is a recently retired professor in medicine, this may be how he feels
- #12 Now its your turn