We are in an era where everything is becoming more customised, and technology continues to provides a vast variety of opportunities for making our lives more comfortable. There are a plethora of services and products in the market than can meet customer needs, but some of them are more preferable than others. Why is that? What makes one product or service more desirable than another?
The answer is quite simple, actually. The important thing is not the particular product or service - it is the experience you provide through your service or product. Focussing on the needs of your customers helps you to create solutions that delight and engage.
How do you know you need Service Design?
Retail banks provide an excellent example of what we are talking about.
You can deposit your money in a bank and get a reasonable interest rate on your savings; they can also execute all your transactions as well as manage your investments.
However, if you have to go to a branch for most of your banking needs, and you are obligated to wait in a huge queue each time you visit, you may walk away dissatisfied. The bank may also have lost an opportunity to assist you further than simply a single service.
Service Design seeks to address this challenge, providing experiences that are designed with the customer at the centre of the process.
So, what is service design exactly?
Service Design Theory
Service design is a discipline aimed at creating positive change in people’s lives by focusing on their needs and expectations. Simply put, service design:
Now, with this brief definition in mind, what could service design do to improve the banking experience that we described above?
Service Design has become a critical function in providing customers with a personalised, fulfilling service experience. To have a positive and continuously improving impact on people’s lives, we need to focus on the key elements that underpin the design of an engaging service:
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