Service Design: From Insight to Implementation

into three primary spheres: care, response, and access.

Core service offerings can be grouped

In the service economy, services can be redesigned on a continuing basis to keep a competitive edge in the market.

If customers are well informed about bus routes and schedules, they are more likely to get more efficiently from A to B and more inclined to use the bus, reducing their carbon footprint and easing congested roads.

Services are about interactions between people, and their motivations and behaviors. Marketers and designers often talk of products having personalities, but an iPhone or a Volkswagen doesn’t wake up with a hangover, worry about paying the rent, or care who is using them. People do, which is why understanding people is at the heart of service design.

The industrial legacy of treating services like products means that services often underperform and disappoint because they cannot be fixed in the same way as problems with products.

The division of the silos makes sense to the business units, but makes no sense to the customer, who sees the entire offering as one experience.

When companies that sell services are structured in silos, however, problems often arise that affect customer experience.

Spreadsheets are a poor medium for conveying human experiences.

when we build services based on genuine insight into the people who will use them, we can be confident that we will deliver real value.