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Service Design: Innovations with consideration of the users.

Service Design is all about improving and redesigning services. LEAD Innovation involves LEAD users from whose knowledge and experience the project can benefit.

Definition: Service Design

Service design is the process of designing services and processes of all kinds in which customers are involved. The aim of Service Design is to create a unique customer experience, making interactions as easy as possible for the customer and giving them a good feeling.

Service Design starts after the first contact with a company e.g. by advertising with the first click on a banner, goes over the information phase to a product, from searching for a parking space in front of a shop to waiting at the supermarket checkout, to disposing of a product or claiming a problem. The aim of the service design is to create a unique customer experience and to make interactions of all kinds as easy as possible for the customer.

 

Where does service design begin?

Service design begins with the customer's need, then begins after the initial contact with a company, continues through the information phase to a product. The aim of service design is to create a unique customer experience and make interactions of all kinds as easy as possible for the customer. In addition to improving a service around a product, completely new, independent and revolutionary new services can also be created.

Famous examples are: AirBnB, Amazon Prime, Netflix or the McDonalds POS system as well as Car2Go.

Create unique customer experiences

In order to be able to offer customers unique experiences today, a company needs to know its needs and the famous Customer Journey particularly well. Service design therefore means providing a unique experience for customers throughout the ecosystem, including the touch points and channels they have with a company or brand that are important to them.

In order to improve this customer journey in a company and to design special services, the pain points that disturb the customers along the customer journey must first be collected. These need to be prioritized by influence, and then consider how you can improve them. The customer and his needs, as well as the goal he wants to achieve, are always at the centre of the process.

It is particularly important that customers do not only see individual touch points, but also evaluate the overall experience they have with a company. Which are the most important touch points for customers, and how can the knowledge about them be used to turn customers into real fans through enthusiasm? At the end of the day, that's what counts.

Improve and redesign services with Service Design:

Process of designing services and processes of all kinds

Service Design is the activity of planning and organizing the resources of a company (people, props and processes) to (1) directly improve the experience of the employee and (2) indirectly improve the experience of the customer.

Validate the problem prior to service development

In order to develop innovative solutions as goal-oriented as possible, the first phase should try to understand the needs and problems of the users through interviews and observations. Thus the concrete innovation potentials for an increased user satisfaction can be identified.

New concepts and prototypes with LEAD users

Service Design helps to improve existing services and create new services - from the customer's point of view. LEAD users are invited to a conference lasting several days and then the new concepts and service prototypes are tested and improved until they meet with a very good response in the market.

Also interesting: New Business Development

There are many ways to introduce new business models to new markets with new products and processes and thus generate new sales. Very large companies such as Google and its parent company Alphabet operate here many levers (Startup with Google, Entrepreneur with Google, Google Ventures to name just a few), which it can easily finance from the income from advertising business. However, New Business Development is not a method that is reserved only for larger companies.

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4 Advantages of Service Design

Service design often bridges organizational gaps in internal business processes:

 

Emerging conflicts

Business models and service design models have often come into conflict because business models do not always match the service the company delivers. Service design triggers thoughts and relationships around systems that must be in place to adequately deliver a service throughout the product lifecycle (and in some cases beyond).

 

Encouraging tough talks

A targeted discussion of procedures and policies uncovers vulnerabilities and misalignments and enables organizations to develop collaborative and cross-functional solutions.

 

Reduction of redundancies from a bird's eye view

The mapping of the entire cycle of internal service processes gives companies an overview of their service ecosystem, be it within a large offer or across several partial offers. This process helps to identify where duplicate efforts are taking place, which is likely to lead to employee frustration and waste of resources. Avoiding redundancy saves energy, improves employee efficiency and lowers costs.

 

Building relationships

The service design helps to align internal service regulations such as roles, backstage actors, processes and workflows with the corresponding frontstage personnel. To return to our first example, service design, information provided to one agent should be available to all other agents interacting with the same customer.

The 5 Phases of Service Design

Service Design is all about improving and redesigning services. LEAD Innovation involves LEAD users from whose knowledge and experience the project can benefit.

Improve and redesign your services in just 5 steps:

 

Phase 1: Understanding

The first phase is about understanding the needs and problems of users through interviews and observations. Thus the concrete innovation potentials for an increased user satisfaction can be identified.

Phase 2: Defining

In a second phase, the problems and needs within the search field are defined and prioritized. The LEAD user profiles are then created from analog fields and from the target market.

Phase 3: LEAD User search

In this phase LEAD users are identified and invited to a conference lasting several days.

Phase 4: LEAD User conference „Service Design Jam“ & Prototype

Development of new concepts at a conference lasting several days together with members of the project team and LEAD users.

Phase 5: Testing

In a final step, the new concepts and service prototypes are tested and improved until they meet with a very good response. The innovation concepts and prototypes for services are improved through user feedback.

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5 Vorteile New Business Development

Service Design

Service Design improves the experience of users and employees by designing, aligning and streamlining a company's operations to better support customer journeys.

Service Design

Service Design improves the experience of users and employees by designing, aligning and streamlining a company's operations to better support customer journeys.

Service Design

Service Design improves the experience of users and employees by designing, aligning and streamlining a company's operations to better support customer journeys.

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