Service design

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Service design is the process of designing services . It is a branch of design and is usually carried out by designers in close cooperation with companies or organizations in order to methodically develop customer and market-oriented services.

Content

Shaping services

Service design creates the interfaces between the various systems involved in a service. This includes both the communication between the people involved and the required means and processes. With the help of specific methods, in a process divided into several phases, the interfaces of the interaction between service provider and service recipient are shown, evaluated and converted into a "service product". The methodical process is used, among other things, to obtain documentable results, which subsequently provide a basis for the further development of the service. Various empirical or creative methods are used to take into account user requirements, role models, service ergonomics and the marketability of the service.

The process, or Service Design Sprint, can usually be divided into five phases (Stickdorn & Schneider, 2011):

  • Research phase : Here the micro and macro environment, stakeholders and goals of the service are defined and assessed. Classic research methods are often used for this purpose.
  • Problem identification : problems and opportunities are identified. The most established approaches in this phase include the development of personas, an alternative view of target groups, as well as customer journey maps , the representation of customer experiences in step-by-step sequences. Stakeholder maps are also often used to view the entire ecosystem of a service.
  • Idea generation and selection: Here, various ways of solving the previously defined problems or exploiting opportunities are worked out
  • Prototyping and development: The selected ideas are converted into prototypes in order to determine whether they are actually feasible and work as expected
  • Implementation : The prototypes are fully developed and integrated into the service. With the help of models, the effect over time is checked and optimized in the last phase of the service design.

Service design sprints are not necessarily circular, but can also take place in jumps or with a step backwards. Ideally, this creates a system that can be used to solve almost any situation in a specific service environment.

history

In the first contributions to service design (Shostack 1982; Shostack 1984) the design activity was seen as part of the marketing and management disciplines. Shostack (Shostack 1982) examined the integrated design of material components (products) and immaterial components (services). According to Shostack, this design process can be documented and codified by a so-called blueprint in order to show the sequence of events in a service and the basic functions in a targeted and explicit manner.

In 1991, Service Design was first introduced as a design discipline in Germany at the Cologne International School of Design (KISD). In 2004 the Service Design Network was started by the Cologne International School of Design, Carnegie Mellon University , Linköping University , Politecnico di Milano , Domus Academy and the agency Spirit of Creation to create an international network for service design academics and professionals to accomplish. The network now extends worldwide to design experts and design consultancies who have started to offer service design. Since 2009, the media design course at Hof University has been offering service design either as a focus or in combination with the design disciplines of interface design and interaction design .

At the MHMK, Macromedia University for Media and Communication, there has been a special focus on service design since 2009 in the English-language master's program "Media and Design" (Master of Arts).

meaning

Services contain one of the greatest economic growth potentials. The increase in sales in many companies today is largely due to the share of services. Nevertheless, compared to product development and design, only small investments are made in the development of services. In 2001, this was only DM 136 per employee in German companies spent on research and development in the service sector, compared to DM 6,254 in the product sector.

Service design in the media

A humorous swipe at exaggerated service design can be found in the science fiction novel " Snow Crash " by the author Neal Stephenson . There, as a running gag, a ring binder appears several times with instructions for the procedure of the employees of franchise companies. Every conceivable situation is recorded in the form of binding regulations - however, when they search for them, the employees only make the situation worse.

Limits of Service Design

Service design does not consist of a collection of patronizing rules for employees, but of the design of the overall system in which the service takes place. This is understood as a "living product", which is constantly developing with the cooperation of service recipients and service providers. Service design should enable service employees to make the best decisions for the service recipient and the service provider within the scope of their skills. Aid can be provided in the form of training courses or regulations, but also in the form of appropriately furnished rooms or special offers. Service design is not limited to the design of interactions, but shapes the entire sphere of influence of a service.

See also

Web links

literature

  • Mark de Reuver, Harry Bouwman, Timber Haaker: Mobile business models: organizsational and financial design issues that matter. In: Electronic Markets. Vol. 19, No. 1, 2009, pp. 3-13, doi : 10.1007 / s12525-009-0004-4 .
  • Elisabeth van de Kar, Mariëlle den Hengst: Involving users early on in the design process: closing the gap between mobile information services and their users. In: Electronic Markets. Vol. 19, No. 1, 2009, pp. 31-42, doi : 10.1007 / s12525-008-0002-y .
  • Marc Stickdorn, Jakob Schneider: This Is Service Design Thinking. Basics - Tools - Cases. BIS Publishers, Amsterdam 2011, ISBN 978-90-6369-256-8 .
  • Dieter Pfister : Atmospheric Design. On the importance of atmosphere and design for socially sustainable interior design. 2nd, improved edition. Gesowip, Basel 2013, ISBN 978-3-906129-84-6 .

Individual evidence

  1. ↑ KISD: Service Design Department. Retrieved May 13, 2019 .
  2. ↑ http://mediendesign.hof-university.de
  3. ↑ http://www.mhmk.de/master/studium/medien-und-design.html