Human-Centered Service Design
“Service opens up new challenges and opportunities for nearly every organization to differentiate themselves, cultivate customer loyalty, and create sustained business value.”
—Melanie Bell-Mayeda, IDEO Partner and Managing Director
Service Design is the craft of tying together human, digital, and physical interactions, over time, to create an experience that meets the needs of your customers. Delivering great service can be challenging, but you can use design thinking to understand people’s needs, look holistically at the interactions you have with customers, and constantly iterate your way forward. All of this is essential to building differentiation, loyalty, and long-term business value. When you design all the aspects of your service to work together, you create the right conditions to leave your customers with memorable and lasting impressions of your company.
In this online course, you’ll learn from IDEO designers who will guide you and inspire you with service design stories from around the world. You’ll create a journey map to better understand the interactions customers have with your organization, identify and prototype the moments that matter along the customer journey, and build a service blueprint to align stakeholders and share the vision of your service. Service is where your organization meets the world. Learn to design moments that people will remember.
Introduction Service Surrounds Us
- Four qualities of great service organizations:
- Pick and focus on moments that matter.
- Balance these moments across digital, physical, and human interactions.
- Be intentional about visible and invisible moments.
- Stay focused on people, both customers and employees.
- Discussion: What does it mean to be great at service design?
Expand the Journey Better understand the moments of interaction customers have with your business.
- Create a customer journey map, expand it by gathering insights, and learn how to pick moments that matter along that journey.
- Use three lenses to view the moments of your journey: operational, opportunity to be unique, and drivers of high value.
Make Moments Real Brainstorm how to bring your service moments to life and build a prototype to go deeper on a particular moment.
- Learn how to brainstorm new ideas for your service moments with sacrificial concepts, extreme prompts, and constraints.
- Pick one service moment to prototype, ideally one that’s completely new, contains big questions, or represents significant risk.
Share the Vision Diagram the visible and invisible parts of your service, and translate that into a service blueprint.
- Craft a blueprint that serves as a schematic for all the different components necessary to fulfill your moments.
- Learn how to share and build alignment around the vision of your service.
- Stay flexible and continue to iterate and test your service. Iteration is key to improving your service and staying relevant.
Why Take Service Design
In a crowded marketplace, it’s important to be intentional about developing your service experience. It leads to building trust, engagement, and long-term relationships. Everything can be designed—from the tangible products you sell, to the digital experience that helps you connect, to the conversations you have with customers. And service is the intangible thread that ties all these things together. It defines the relationship between businesses and customers, and it’s a critical experience to design.
This Class Will Help You
- Create a customer journey map to better understand the interactions people have with your company.
- Determine and select the key moments in your customer journey—the opportunities of maximum impact—to design.
- Build, test, and iterate these moments as service prototypes.
- Create a service blueprint to illustrate the service delivery process and share with stakeholders who will help construct the service.
- Communicate the vision for your service in an authentic and compelling way.
Learn from IDEO Partners
Melanie is a Partner and Managing Director at IDEO San Francisco. She’s responsible for helping lead the firm's design for change work, which focuses on helping organizations and leaders realize their creative potential. In over a decade at IDEO, she’s played several roles leading different areas of the business, including those where design is bringing value to new and emerging markets. Her client portfolio includes the North Face, Gaiam, Citibank, Chase, and T-Mobile. Most recently she led a one-year initiative focused on bringing design and innovation to the aging space resulting in a current project with the Scan Foundation.
Melanie is a Harvard College and Harvard Business School alumna, on the Board of Directors of The Steve Fund, and on the Board of Regents at Samuel Merritt University where she is focused on helping the institution meet their goal of advancing the future of patient care.
Ilya, an IDEO Partner since 2007, co-leads IDEO’s San Francisco office. More than a decade ago, he noticed an emerging pattern about IDEO’s clients. While many were still looking for innovative product, service, and experience designs, more and more were coming to IDEO looking for something intangible but essential: to build creative cultures from within their organizations. In response to this need, Ilya launched Organizational Design, a discrete group within IDEO dedicated to helping leaders drive lasting change in their organizations.
Ilya’s work includes helping Kaiser Permanente and Mayo Clinic build the capability for continuous innovation; helping the Gannett Corporation create new products and services that redefine media corporation offerings; and building a joint design studio in Lima, Peru with Intercorp (one of the largest conglomerates in the country) to design world-class services for the rapidly growing middle class.
He holds a Bachelor’s of Science in product design from the Institute of Design at the Illinois Institute of Technology, where he is now a member of the Board of Advisors.