THE ROLE OFINTERACTION

INSERVICE DESIGN

Zhaoyi  Yin

Thesis  Commi/ee:    Gerald  Michaud    /    Craig  M.  Vogel

INTRODUCTION

Service   Design   is  mul?-­‐disciplinary.  To  deal  with   the   complexity   of   a   system,   Service  Design   has   to   integrate  and   link  

various  fields  of  exper?se,  not  only  from  the  fields  of  design,  but  also  from  such  fields  as  marke?ng,  managements  and  engineering.  Service  Design,  as  an  on  going  process,  happens  in  the  pre-­‐service,  service  and  post-­‐service  phases,  in  which  

stakeholders  are  involved.

The  core  of  Service  Design  is  interac?on  between  the  service  system  and  the  users.  Interac?on  takes  the  form  of  “service  interface.”  Users  go  through  a  sequence  of  ac?ons  to  complete  their  journeys  for  service.  The  success  of  a  service  lies  in  

the  experience  that  customers  get  from  the  journey  to  meet  their  expecta?on  of  service.  Designing  interac?ve  mul?ple-­‐touch  points  between  users  and  the  service  system  becomes  especially  important  and  is  the  topic  of  this  thesis.

This  thesis  focuses  on  the  interac?on  between  a  service  system  and  users,  the  purpose  is  

to  explore  the  role  of  Interac?on  in  Service  Design,  and  formulate  principles  and  methods  

for  designing  such  interac?on.

Service Service  Design Conclusion

A PACKAGE’S JOURNEY

Service Service  Design Conclusion

Bing  wants  to  mail  out  a  package,  so  he  needs  to  go  to  a  FedEx  store...

CUSTOMER JOURNEY

A  series  of  sequenced  interac?ve  ac?ons  that  happened  between  users  and  the  service  system  while  they  were  access  the  

service.  Each  step  during  the  customer  journey  is  a  scene  in  which  the  customer  faces  a  situa?on  or  a  task,  take  an  ac?on,  interacts  with  an  product,  interface  or  service  representa?ve,  and  get  the  mo?va?on  to  move  forward,  and  rela?vely  get  

an   emo?on   at   that  point.  Research   on   a   customer   journey   is   crucial   to   consider   a   service   from   the  perspec?ve   of  one  

specific  group  of  customers.    

Moment

Emo(on

TouchPoint

Put  the  item  into

right  envelop

Weigh  the  package

Make  payment

Get  receipt

Track  the  packageonline

Envelop,  Self  Service  Table

Digital  Scale  

POS  Machine

Printed  Receipt

FedEx  Website

FedEx  Website

Confirm  the  package

is  on  the  way

Service Service  Design Conclusion

MULTIPLE TOUCH POINT

LightBox

Website

Logo

Self-­‐Service  Table Tags

Envelope  with  Logo

Display

Display  with  Logo

Receipt

GPS

Clark

Forms

When  service  provider  delivers  a  service  to  customers,  it  will  provide  a  set  of  elements  that  recognizable,  interac?ve  and  tangible.  These  types  of  elements  that   customers   interact  with  for  the  purpose  of  experiencing  a  service,  which   play  a  role  of  the  medium  during   the  communica?on  between  customers  and   service  system,   are  called  service  touch  points.  Since  they  take  variety  of  forms,  they  can  be  considered  as  Mul?ple  Touch  Points.

Service Service  Design Conclusion

Product People Third-­‐Party Environment

CATEGORIES OFMULTIPLE TOUCH POINT

Service Service  Design Conclusion

The   category   of   “Product”   refers   to  the   products  

under  the  same  brand  of  the  service  provider.  The  

generalized  product  could  take  any   form,  includes  physical   products,   digital   interface,   publica?ons,  

mul?media,  and  more.

The  category  of  “People”  refers  to  the  people  who  work  for   the  service  provider   and  communicate   instantly  and  directly  with   customers.  The  touch  points  of  people  will  help  greatly  increasing  the  customer  sa?sfac?on,  but  it  is  rela?vely  expensive  to  the  service  provider.

Third  Party  touch  points  refer   to  the  elements  or  plaZorms   that   are   not   produced   by   Service  Providers,   but   are   used   by   them   to   deliver   or  promote  their  service.  

Environment   touch   points   refers   to   the   context   and  channels   service   providers   use   or   created,   to   promote  their   service,   or   guide   customers   to   go   through   their  journeys.

ECOLOGICAL SYSTEM

All  touch  points  cons?tute  the  service  ecological  system.  People  are  users  of  the  system  and  at  the  same  ?me  they  

are  components  of  the  system  that  keeps   it   running,   they  consuming   the  service  while   it   is  being  produced.  From  this  perspec?ve  the  service  as  an  ecological  system  is  on  going  and  growing.

Service Service  Design Conclusion

WHAT IS SERVICE DESIGN?

Service  Design  is  the  ac?vity  of  planning  and  organizing  Touch  

Points  of  a  service,  to  improve  the  interac(on  between  service  

provider  and  customers,  in  order  to  lead  or  support  customers  

to  go  through   their   service   journey,   to  accomplish   their   goal  

along  with  get  sa?sfied  experience.

Service Service  Design Conclusion

TYPES OF SERVICE DEVELOPMENT

Service  Innova?on Service  Evolu?on Service  Transforma?on

Service Service  Design Conclusion

Service   Innova?on   refers   to   developing   Service   Strategy  based  on  the  opportunity  discovered.  It  could  be  profitable  or   non-­‐profit  service  system.  Live-­‐Work  claims  that  service  innova?ons   can   be   driven   by   new   markets,   business  models,  technology,  or  organiza?onal  change.

SERVICE INNOVATION

There  are  two  type  of  Service  Evolu?on,  one  is   the  service  provider   improve   par?al   of   the   service   by   adding   new  features   or   op?mize   some   parts   of   current   system,   the  other  one   is  the  service  provider   turn  their   service  system  radically  into  an  other  service  market.

SERVICE EVOLUTION - TYPE 1

Based  on  an  explana?on  of  modern  logis?cs  concept,  UPS  is  genera?ng   an   evolu?on   for   its   service   to   promote   values  from  a  perspec?ve  of  logis?cs  to  customers.

SERVICE EVOLUTION - TYPE 2

Service   Transforma?on   refers   to   the   company   redefines  their   current   products   as   parts   of   a   service   proposi?on,  accordingly  transforming  from  product  producers  to  service  providers.  

SERVICE TRANSFORMATION

Fitwits  games FedEx  Tracking  System

OnStar  service  from  GM

• Brigit  Mager’s  Service  Design  Methodology

• IDEO  design  process

• AT-­‐ONE

• S?ckdorn’s  four  steps  process

• The  Double  Diamond

• Hollins  and  Shinkins  model

• Live  Well  Collabora?ve  Design  Process

THE PROCESS/MODELS/METHODOLOGIES OF SERVICE DESIGN

Service Service  Design Conclusion

Explora(on

Conceptualiza(on

Refinement

Implementa(on

Marc  S(ckdorn’s  process

IDEO  Design  Process

The  Double  Diamond  Model

Hollins  and  Shinkins  Model

Live  Well  Collabora(ve  

Process

Explora?on Understand  and  Observe Discover;  Define Iden?fy  Service Iden?fy  &  

Understand

Crea?on Visualize  and  Refine Develop Develop  Insights;  Generate  Ideas Ideate

Reflec?on Visualize  and  Refine Develop Evaluate  and  Refine Test  &  Detail

Implementa?on Implement  Final  Concept Deliver Implement  and  

Deliver Final  Deliverable

Even  though  different  design  frameworks  have  different  amount  of  steps,  each  step  has  different  name,   tasks  and  tools,  

but  fundamentally  they  all  share  the  same  mindset.  

Service Service  Design Conclusion

THE ROLE OF INTERACTION

IN SERVICE DESIGN

Interac?on  refers  to  a  kind  of  ac?on  that  occurs  as  two  or  more  

objects  have  an  effect  upon  one  another.  

The  fundamental  idea  of  Interac?on  should  be  the  methodology  

of  Service  Design.

Service Service  Design Conclusion

Industrial  Design  System

Graphic  Design  System

Design  Research  System

Other  Systems

As  an  emerging  filed,   service  design   is  standing  on  the  

shoulder   of   other   design   field   and   incorpora?ng  exper?se   from   variety   of   disciplines.   User-­‐centered  

design   approach,   a   variety   of   qualita?ve   and  

quan?ta?ve  research,  and  visualiza?on  techniques  are  all   been   used   in   Service   Design   projects.   Itera?ve  

model  also  provides  a  frame  for  tes?ng  the  result  from  each   step   during   the   design   process   by   collabora?ng  

with  users.  

THE ROLE OF OTHER DESIGN FIELDS IN THE EMERGENCE OF SERVICE DESIGN

Service Service  Design Conclusion

!

!

!

PRINCIPLES OFDESIGNING

MULTIPLE TOUCH POINTS

People  Centered Coherence Flow  Smoothly Differen?ate

Service Service  Design Conclusion

!

!

!

Who  are   the   target   stakeholders   and   their   role   in   the  systemSitua?on  &  Emo?on

Make   the   products,   people,   third   party   Touch   Points   that  created   by  varies  of  departments  speak  with   the  same  tone,  deliver  same  message,  and  generate  same  emo?on.

Make  each  Touch  Point  a  step  in  the  journey,  keep  the  customers’   interest   and   provide   enough   of   a   hint   for  them  to  go  to  the  next  step.

On   a   holis?c   level,   the   customer   experience   is   similar   in  several   highly   op?mized   service   systems   within   the   same  industry,  then  it  becomes  important  to  provide  differen?ated  experience  by  crea?ng  unique  Touch  Points.

THANKSDownload  full  thesis  document