10 service design basics

Back in 2006, Birgit Mager from the K??ln International School of Design put together a list of 10 basics:

1. Look at your service as a product
Just like products, good services need to be connected to good business strategies.

2. Focus on the customer benefit
Focusing on benefits for customers might involve rethinking the organisation.

3. Dive into the customer???s world
Service design explores the emotions and experiences and helps customers to explain more about their own desires.

4. See the big picture
A customer???s service experience might start long before their first interaction with the provider (such as discussions with friends and family). Services are embedded within largers systems of interactions and relationships.

5. Design an experience
Service design uses techniques that have their roots in interaction design, experience design and performning arts.

6. Create perceivable experience
Service design strives to make the invisible visible and the not yet existing perceivable.

7. Go for a standing ovation
The service performance needs to be supported by a designed setting that meets the needs of the ???actors???

8. Define flexible standards
100% standardisation of production sites is not applicable to services.

9. A living product
The service system should invovle an ???open membrane??? between the customer, employees and environment???

10. Be enthusiastic
The corporate culture has a major impact on the quality of the service.

This list is a summary of Birgit Mager???s 10 Service Design Basic Cards.  Unfortunately, it???s currently out of print.

Posted in Home, Service Design.

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By Suze Ingram

??? September 8, 2009