Service design is the act of managing the system design through planning, infrastructure, communication, and the component of a product to improve the product quality between the service provider and its users. It could be creating a new service or improving an existing service.
For example, ordering food delivery online 🍟🍔🍕🥡🧋🤤. The service provider is UberEats, the product is UberEats app. Service designers are responsible to design the front and back-end process from ordering the food, processing the order, and the food delivery to a seamless experience.
Using this example, our mentor Gavin Manderelle, a service designer at RMIT University in Australia, explained that service designers map out who is responsible for the various stages throughout the entire experience - in this case, UberEats driver, restaurants and customers. Service designers also consider how the success of the service will be measured through appropriate metrics such as customer effort, customer ease and customer satisfaction. That said, there will be no trace of hangry customer UberEats customers 🧟♀️🧟♂️.
Gavin added, service design jobs can go by various names which you may have heard before:
and more, it is important for you to, “Read the job position description to see what it is that you’ll be doing if you got the role.” - Gavin.
Gavin explained that service design is:
An investigative design method to uncover big picture ‘problems’ impacting people. A service designer aims to create a hassle-free experience for users as well as for those delivering the service.
A problem solving approach that uses human-centered design methods to understand the people at the center of the problem, and their needs in relation to the problem. It helps to solve users' problems from a systems-based perspective. For example, in what way the service could be better for the users, how to solve service hiccups, or does the service fulfill the users' expectations, needs, or wants?
Unpacks the problem before arriving at the solution.
The research on the design is an essential step to study the users’ behaviour and potential users' behaviour towards the design. It helps to identify or detect future issues that users might encounter when using the design by the service providers.
Marries the needs of the users /customers with the feasibility of the business /service delivery providers.
Service designers could also be defined as a peacemaker in which their aim is to provide a win-win situation between the service providers and the needs of the users. Creating a harmonious experience that supports both parties.
A co-creative process of solving problems involving customers/users, stakeholders, and business providers.
A service design has to put into consideration the issues involving users, stakeholders, and business providers and provide the best service solutions that help each party to overcome the issues.
Service design thinking could help to build better design service solutions that are feasible and make users feel good about the whole service experience.
Service design artifacts are physical or digital artifacts that are required or necessary for the service to be implemented effectively. Gavin added that, “service design artifacts are communicative and visual documents of the synthesized, and filtered customer research that the business uses to create new or improved services. Examples include customer journey maps, user personas, research reports, and service blueprints.”
These service design artifacts are important for service designers to:
“If you’re thinking of getting into service design, ask yourself why you want to get into service design. If you think you will be ‘making’ a new service from day one, then you are mistaken. Service design is a process and not a final output or destination. Seeing the impact of service design can take years. Why? Because change happens slowly – people, time and money make change happen.”- Gavin.
Interested to know more about Service Design? We will share more about how to get into service design from Gavin in another blog. Stay tuned for that!
Thanks for reading! 🙌🏻
Gavin Mandrelle (ADPList Mentor)
Service designer at RMIT University
ADPList Profile: https://adplist.org/mentors/gavin-mandrelle
LinkedIn account: https://www.linkedin.com/in/gavinmandrelle/
Editor and Writer:
Content Marketer and Writer at ADPList
LinkedIn account: https://www.linkedin.com/in/famr/
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