{"id":32314,"date":"2021-06-08T09:30:51","date_gmt":"2021-06-08T08:30:51","guid":{"rendered":"https:\/\/digileaders.com\/?p=32314"},"modified":"2021-06-28T15:47:50","modified_gmt":"2021-06-28T14:47:50","slug":"how-to-use-the-principles-of-service-design-to-improve-your-product-or-service","status":"publish","type":"post","link":"https:\/\/digileaders.com\/how-to-use-the-principles-of-service-design-to-improve-your-product-or-service\/","title":{"rendered":"How to use the principles of service design to improve your product or service"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Service design is seeing a real boom lately. According to the <\/span><a href=\"https:\/\/internationalservicedesigninstitute.com\/service-design-is-one-of-the-fastest-growing-fields\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">International Service Design Institute<\/span><\/a><span style=\"font-weight: 400;\">, it\u2019s one of the fastest-growing design disciplines in the world. But why is it becoming so popular?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Focusing on users and customers is really important these days. <\/span><a href=\"https:\/\/www2.deloitte.com\/ie\/en\/pages\/strategy\/articles\/customer-centricity.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Research by Deloitte<\/span><\/a><span style=\"font-weight: 400;\"> shows that customer-centric companies are 60% more profitable than companies that don\u2019t have this focus \u2014 and service design is about applying user-centred design to the real world services people use.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Economies are also producing more services. This change is driving a shift from a product-centric (focus on individual products) to a service-centric (focus on combining touchpoints or products to deliver customer experiences) way of thinking. Companies are moving away from isolated touchpoints and events, to journeys.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There is a more general change in industries like the public sector. Approaches such as service design are helping solve deep and complex problems and innovating and transforming public services.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Being customer-centric means thinking about everything and everyone involved in fulfilling the customer needs in a service. It\u2019s about designing and crafting each interaction in the end-to-end journey. This end-to-end design process is where service design is valuable to organisations.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ve been growing our service design capability at Zaizi and our clients have seen how beneficial and effective this approach has been.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">A recap: what\u2019s a service and what is service design?\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A service helps you do something \u2014\u00a0 like renewing your passport, booking a restaurant reservation online or listening to music on your phone.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Service design organises and \u2018connects\u2019 the systems, tools and people delivering the end-to-end journey in a service. A service can cross online and offline channels.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We use guiding principles to create an end-to-end journey:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Think about complete systems <\/b><span style=\"font-weight: 400;\">to design for all external and internal touchpoints.\u00a0 Not just for those consuming the service but also those delivering the service and across every business function and interaction.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Be co-creative by default <\/b><span style=\"font-weight: 400;\">and lead the collaborative design process to facilitate the difficult discussions needed to break down silos with teams and stakeholders. This applies in the business setting but outside among users and citizens too.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Pull the conversations up to the big picture<\/b><span style=\"font-weight: 400;\"> so the focus is placed on the value the service provides, rather than the nuts-and-bolts technology &#8216;under the hood.&#8217;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Constantly test value<\/b><span style=\"font-weight: 400;\"> and produce designs that benefit users and the organisation, balancing both needs and making these benefits explicit.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Good service design considers the overall customer experience and how it\u2019s delivered.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take Monzo, for example; it&#8217;s transformed how a bank provides services to customers. Customers get real-time data and notifications of every transaction. They can set budget targets, track their spending, pay friends and split bills with ease.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customers don&#8217;t have a physical bank to go to, so there is a higher level of service within its app. This superior customer experience only happens when an organisation takes a user-centred approach across the end-to-end service.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">How can you use service design today?\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Here are a few tips on how you can use the ideas behind service design to improve the customer experience of your service.<\/span><\/p>\n<p>&nbsp;<\/p>\n<ol>\n<li><strong>Experience the service environment with real users<\/strong><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">It sounds simple but a key mistake is not experiencing the environment in which your service is used. It&#8217;s often easier to design services based on second-hand information from stakeholders or users. But this means you miss out on important information that could influence how your service is designed or delivered.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Imagine you\u2019re designing a CRM system for a sales organisation. You speak to the sales team to find out what they need and design a UI interface. But if you actually watch the sales team, you may observe other things that you need to consider.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, you may notice they actually spend more time outside the office and on their mobiles. So the interface needs to accommodate them being on the move and allow for remote data entry.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you haven\u2019t already, watch someone in real life interacting with the problem or service you&#8217;re delivering. Take notes of things the user does, which could impact the effectiveness or usability of your service. These are useful problems that you can take back and find ideas to improve.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<ol start=\"2\">\n<li><strong>Map out your service end-to-end and use it to tell a story of your service<\/strong><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Good service design is about understanding your service&#8217;s full journey, from start to finish and through all the different channels.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It helps provide a consistent experience for your customers. If you improve one part of the journey but fail in another, your customer will have a poor experience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Many services include several different departments, staff, systems and interactions. Understanding how these all work together can be difficult but it\u2019s crucial to achieving a superior customer experience. Going through this process can align internal stakeholders, join up siloed teams and help everyone to see things from a different perspective.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you aren\u2019t sure where to begin, start by drawing an end-to-end map of the current service. Include the different touchpoints the user has with the organisation and the different systems and teams involved in delivering those touchpoints.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you visualise how you currently deliver for your customers, you can start to unpick problems or see ways to improve things. Perhaps, overlay areas where value is being created, enriched or destroyed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This work is often called a customer journey map or service blueprint. It helps to combine the interdependent parts of a service and shows how they behave and influence the user&#8217;s experience. We\u2019ll go into detail about how you can produce great service blueprints in a later blog.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<ol start=\"3\">\n<li><strong> Try to make small incremental improvements\u00a0<\/strong><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">If the first two seem difficult, then a great way to improve your service is to simply focus on making small incremental improvements.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Identify parts of the service that may not provide value for the business or the user and see how you can make it better or remove it completely. It could be making the internal workflow leaner so you can respond quickly to inquiries, or removing unnecessary data capture so users don\u2019t have to fill in as much information.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Any small part you can streamline in your service will make things simpler for users and result in a better experience.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">How are we using service design?\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Our service designers are working on many exciting projects across government. A lot of the work is very complex, has many moving parts and involves cross-departmental work.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most of our service design work takes place during discovery. At this early stage, the perspectives, overall approach and the \u2018framing\u2019 of the problem-space starts. Our work helps clients define the:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">overall scope and trajectories<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">value\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">strategic target end-state<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">parts of a service that can change (and which ones cannot)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ve also been working with <\/span><a href=\"https:\/\/sfia-online.org\/en\/sfia-8\/themes-for-sfia-8\/service-design\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">SFIA to update its definition of service design<\/span><\/a><span style=\"font-weight: 400;\">. We\u2019ve had discussions with government figures to find common ground between the different definitions across Government Digital Service, UK Home Office DDaT, SFIA Foundation and others.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">SFIA really needs input and views from the service design community to make the definition as representative, accurate, and \u2018right\u2019 as possible. If you\u2019re interested, see <\/span><a href=\"https:\/\/sfia-online.org\/en\/news\/december-2020-sfia-8-consultation-update\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">how you can get involved<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/week.digileaders.com\/talks\/how-can-service-design-help-drive-value-in-public-sector-projects\/\" target=\"_blank\" rel=\"noopener\">Watch the replay: How can service design help drive value in public sector projects<\/a><\/p>\n<hr \/>\n<p>Originally posted on <a href=\"https:\/\/zaizi.com\/our-thinking\/how-use-principles-service-design-improve-your-product-or-service\" target=\"_blank\" rel=\"noopener\">Zaizi\u2019s website<\/a><\/p>\n<p style=\"text-align: center;\"><span class=\"btn-container\"><a class=\"btn btn-md btn-primary\" href=\"https:\/\/digileaders.com\/insights\/\">More thought leadership <i class=\"far fa-caret-right\"><\/i><\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Service design is seeing a real boom lately. According to the International Service Design Institute, it\u2019s one of the fastest-growing design disciplines in the world. But why is it becoming so popular? Focusing on users and customers is really important these days. Research by Deloitte [&hellip;]<\/p>\n","protected":false},"author":51,"featured_media":32315,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"class_list":["post-32314","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","topic-digital-inclusion","topic-innovation","topic-transformation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to use the principles of service design to improve your product or service | Digital Leaders<\/title>\n<meta name=\"description\" content=\"Service design is seeing a real boom lately. 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