What is service design? Introductory course to case service design. "Custom shirt" Why did the bank manager start sewing shirts

They began to widely discuss what service design is in our country in 2015 - and they continue to do so to this day. However, it is still far from complete understanding. We decided to do our bit and put everything on the shelves.

Business owners periodically contact the studio for a website redesign. At the same time, not everyone understands why a redesign is actually needed - it's just that the site is already five years old, it should be updated. And this, on the one hand, is correct: over such a period of time, the digital product manages to grow old and retire.

But the primary task of any brand is to attract new customers and retain old ones. This means that the updated site should make people fall in love with the brand: someone for the first time, someone again - and remain faithful to it. It is unlikely that new pictures and a button elsewhere will be able to cope with this task. But the service design can.

What is service design

The concept of service design came to us from marketing and at first referred directly to products and services. As a discipline, it first appeared at the Köln International School of Design in 1991, and the definition originally looked like this:

Service design is the planning and organization of processes, people, infrastructure, in order to improve the interaction between a client and a company (service), a person and a process.

Based on this, we can assume that service design on the web is about the convenience and comfort of users. "UX is about the same!" - you can argue, and you will be right. But service design is broader. This is how the founder of AIC, Sergey Popkov, defines it:

Creation and development of online services that users will truly love.

That is, we are not just talking about corporate websites, but about services that make life easier for users, cause emotional attachment and a desire to use them as often as possible - and as a result, they become an additional advantage of the brand.

One of the most striking examples of the use of service design - mobile app Tinkoff Bank, through which you can not only send applications for any products, including even a mortgage, but also buy movie tickets, for example.

It should be understood that the service design is not tied to devices: a website can be as convenient an online service as a mobile application. Go to the site of the same Tinkoff Bank - it is understandable, pleasant to use, you will find everything you are looking for in less than a minute, and you can leave an application in about the same time.

All of this is made possible by the principles of service design.

Service design principles

To reimagine your site and turn it into a real service, you need to adhere to five basic principles of service design.

Customer centricity. The first and most important principle is that people are at the center of service design and you need to look at the service through their eyes.

Co-creation. All interested people should be involved in the creation process, including customers and employees of the company.

Subsequence. The complex path of the client from the beginning of interaction with the service (in our case, the service) must be broken down into separate processes.

Visibility. It is important to visualize every step of the client in order to have a complete picture in front of their eyes.

Integrity. You need to understand what role the service will play in the client's life and in what situations it will be used.

It is these principles that lay the foundation for a successful service “for people”, but it is impossible to bring them to life without tools. Therefore, let's get acquainted with the basic tools of service design.

Essential Service Design Tools

As you already know, service design came to us from marketing and has a lot in common with UX design, so it's no surprise that their tools also overlap.

Personas. You've probably heard about characters - they are portraits of users, each of which represents a certain model of behavior.

The character personifies a whole group of people of a certain gender-age and social status with similar values. It helps create user-friendly designs and provide user-centric processes.

Customer Journey Map. This tool visually demonstrates the behavior of a potential customer at every stage of interaction with the service.

Service Blueprint. These interaction patterns are similar to the Customer Journey Map, but differ in that they provide a more holistic view of the relationship between the user and the brand. With their help, you can identify pain points at which a potential client can merge, and optimize processes so that this does not happen.

Tools-tools, but not a single studio, even in collaboration with a customer, will be able to create a magical service that everyone would like without analytics.

Service Design + Analytics = Data-Driven Design

At a time when everyone knows what conversion is and does not agree to work without increasing the pre-agreed KPIs, it is impossible to simply study the brand's business processes, draw up a Customer Journey Map and hope for the best. Companies need efficiency guarantees, and users need a working service.

Here analytics comes to the rescue, and with it Data-Driven Design - the development of services, which is based on various studies, A / B and other tests, hypothesis testing and Big Data.

And since now no serious product is complete without analytics, and everything is done for the sake of visitors, in our design community, service design and DDD are most often equated.

The Data-Driven approach is very popular and is used not only in web design. For example, such giants as Netflix identified with its help they carried out a color analysis of the screensavers of the most popular TV series, identified patterns and, based on Big Data, associated them with user behavior. Now, when creating a new cover, they are guided by specific data.

Netflix's cover art for a new TV show is based not on designer tastes, but on specific numbers. The company has data on how different cover options affect behavior target audience and whether it is worth using personalization of covers for different groups.

Of course, Netflix uses Big Data for more than just design. Regularities allow for better recommendations, and as a result, the company saves about $ 1 billion a year in retention of its customers.

Conclusion

For every offline company, going online has become stressful - even building a regular corporate website. Moving from traditional web products to services is the next step that needs to be taken to attract and retain customers.

Already today, 89% of companies are competing with each other on the level of customer experience, and by 2020 it will become more important than price and product. And while brands just want a website that looks more modern than the previous one, customers will choose ecommerce and new tech startups - natural selection in modern world.

VIPRO service design agency talks about what the application of service design on a website can give to a business.

Unfortunately, there is a lot of confusion and misunderstanding associated with the concept of service design. It is often associated with offline service businesses - service workshops, hotel and restaurant services, etc. Although the term "service design" has already firmly entered the arsenal of online projects and today is one of the main ways to increase the competitiveness of any company on the Internet.

At VIPRO we prefer to talk about service design as a process aimed at studying the market, studying the consumer and establishing interaction between companies and customers, because high-quality service and understanding what the consumer expects have become extremely important for successful business and fighting competitors.

Let's take a look at a few examples of how service design can be applied to improve the efficiency of internet projects.

Case. "Custom shirt"
Why did a bank manager start sewing shirts

Problem

Each of us faced difficulties in the selection of clothes, it is a long, laborious process and very few people like it. What to do? Buy custom made clothes? But this is also associated with walking in various ateliers, trying on, and it is also not a very cheap pleasure.

Solution

It's obvious - to offer customers online service ordering clothes. The Internet project www.rubashkanazakaz.ru was founded with this idea. Its founder is Vasily Muntyan and the business magazine Forbes wrote about his online atelier in 2015:

Vasily Muntian's atelier became profitable on the eve of the crisis. The fall of the ruble gives him new opportunities.

Possibilities

On the project website, you can independently order a custom-made shirt by going through simple and convenient steps in the shirt configurator. As a result, the client receives a completely customized version of the product and has the opportunity to immediately order and pay for its tailoring online. In addition to Moscow and Perm, Muntian has partners-customers in 10 more cities of Russia. Together they provide him with 40% of his income. In 2014, the revenue of "Shirts to order" exceeded 30 million rubles, which is 13% more than the revenue of 2013, and Vasily Muntyan made a net profit for the first time. The growth of orders was influenced by the promotion of the site (now online ateliers do not surprise anyone) and the improvement of the service.

Case. "Vekamoscow"
What can give a window business an accurate order calculator

Problem

On many websites of window companies you can find a window calculator - it makes it possible to roughly estimate the cost of an order. But all the solutions on the market sin with a superficial approach. Window calculators do not give an accurate calculation and force the client to spend time on calls and clarifying questions. How do you go beyond these limitations of typical window calculators? And one more problem - prices for products often change due to currency fluctuations. Can you create a system that allows you to quickly make the necessary adjustments?

Solution

We offered to make the most accurate window order calculator for the www.vekamoscow.ru website. A detailed calculation and a large base of projects for ALL typical buildings in Moscow enable the company's clients to quickly make a choice and place an order.

Possibilities

The exact order calculator has improved three business processes - the choice of windows by the client on the company's website, the company's managers also use the online calculator when visiting the client, and through the content management system, the owner can easily update the prices on the website. As a result, the number of errors decreased and the business efficiency increased.

It is important that when a company specialist arrives at the site and makes a measurement, he can immediately make a calculation on a tablet with a client. When a client invites several measurers from different companies, it makes a strong impression. In this situation, the interface design should be as lightweight as possible and work reliably on mobile devices.

For site visitors, so as not to confuse them, we made the interface as simple as possible, and for the site owner, we have developed a separate interface for convenient price updates.

Case. "AGROTHEMA A"
The best digital ecosystem in the field of plastic film production

Problem

The customer set a large-scale task for our agency - to create a service on the company's website that not only optimizes the process of ordering products, but will also be easily scalable and can be distributed in the form of a franchise among the company's dealers.

Solution

The complex of automatic synchronization with the internal systems of the company ultimately allowed to reduce the number of service personnel in the company. For customers, this automation made work comfortable, predictable and fast.

Possibilities

The new site was developed in several stages, and each stage was implemented based on an analysis of customer needs. The result is a user-friendly and technologically advanced website aimed specifically at wholesalers. At the moment, this is the only such solution on the market. This means that he has very promising prospects.

Service design:
assistant in building the business of the future

How to create products and services that you want
buy consumers

Creating a service that meets the needs of users is
convenient, competitive and customer-friendly.

Not everyone is familiar with the concept of service design, although we all, without knowing it, reap its benefits every day. Being the brainchild of marketing and management, this direction of conceptual design originated at the end of the last century and is now actively used to improve the quality of work with the client and the successful interaction of the service provider with the consumer. Service design is about organizing infrastructure, people and communications. In addition, work is carried out with the material aspects of providing quality service. The main task This conceptual design industry is the creation of a service that meets the needs of users or participants, is convenient, competitive and customer-friendly.

This is achieved through market research, consumer research and networking between companies and customers. Basically, ideas and concepts of service design are presented in the form of visual diagrams, tables and graphs - there are a lot of different methods of presenting information in this area.

By the way, the business of the future
maybe even
so

A bit of history.

The official birthday of service design can be considered 1991, when Professor Michael Erlhoff first classified it as a design discipline. Although the first seeds were thrown into fertile soil a decade earlier, Lynn Shostack published a series of articles on marketing and management that explored the phenomenon of service design within these disciplines. Later, at the dawn of the 21st century, her ideas were picked up and implemented by agencies that chose this direction as their key activity.

In 2004, the international Service Design Network was created, which covered the Cologne International School of Design, Carnegie Mellon University in the USA, Polytechnic Institute of Milan, Linkoping University in Sweden, as well as the private Italian academy Domus Academy. This was done in order to create an international network for scientists and service design professionals, and the fundamental concepts, goals and methods of the discipline were defined.

Service design techniques can be applied to both improve existing services and build new ones.

Riding the wave of popularity.

Over the past three decades, the economy of the entire civilized world has been affected by fundamental changes. In the not too distant past, commodity businesses made investments in research aimed solely at improving the product itself. The funds were spent on market research, product promotion and development, product optimization and innovative design. In terms of research, development and service design, this was a huge rarity. Nowadays, times have changed, and the design of services is coming to the fore.

In addition, over the past few years, the public sector of the economy has developed unprecedentedly in the world: new investments are being made in hospitals, schools, cultural institutions and security infrastructure. The number of people serving in government institutions... This growth is associated with extensive and rapid social change, ranging from the well-being of citizens to the psychology of modern Homo Sapiens, which, in turn, entailed a reorganization of government-provided services through service design.

Service design and product

If the bread and salt of the last century was the industry based on the production of goods, now the economy based on the provision of services rules the ball. Moreover, the ubiquitous Internet is at the helm, which is an ideal platform for business and gives companies tremendous opportunities to reach a potential client, present their product or service in the best possible light. Quality service and understanding what the consumer expects have become incredibly important to a successful business and to fight competitors.

The cornerstone of the post-industrial economy is that often the client is willing to pay not how much for the product itself, but how much for the service. And this is where service design comes into play, the mission of which is to create an intangible connection between a service or product and the consumer through a quality service that takes into account the wishes and anticipates of the client's expectations.

Service design and users

In the field of service design, the user is the key figure. Research consists in studying the points of contact between the client and the company, predicting his reactions to certain conditions, and creating scenarios of his behavior in various situations. Interactions between research participants are carefully analyzed. Oddly enough, but often the idea of ​​good service in the companies themselves does not meet all the expectations of the client.

At the same time, full adherence to the wishes of the consumer is not always crowned with an increase in profits. To help sort out this complex relationship, service design works in partnership with both parties to make the service convenient, reliable, and desirable for the user.

Effective tools

Over the past 20 years, service design has developed a broad base of processes and methodologies, as well as a solid foundation of theoretical knowledge. This is still a young, but already well-developed applied science. Service design develops and exists through the practical application of its ideas for the benefit of consumers and companies that care about their service.

The analytical tools used in service design relate to social research, anthropology, ethnography, and the social construction of technology. Design tools in service design are aimed at developing a Service Blueprint - a scheme of interaction between the consumer and the company, which describes the nature and characteristics of the interaction of the parties. Also one of the design tools are service scenarios (describing the interaction of the parties) and use cases, which illustrate in detail the sequence of actions on the path of obtaining / providing services). Other methods, such as IDEF0, borrowed from quality management, are used to produce functional models of a service system and control its processes.

How does the system work?

At the very beginning, a specific problem is identified. For example, customers do not return to the company or, being determined to make a purchase, leave empty-handed. Further, the collective image of the average consumer is worked out in detail. By the word "detailed" we mean the complete profile of the character, which may include not only the first name, surname, age and other standard statistics, but also a short life story and even a photograph.

Then a Service Blueprint or a communication plan of the parties is drawn up, which visually represents all the actions of the client on the way to purchase a product or service, as well as the actions of a company representative providing the service. In this case, the activity of the latter is divided into two graphs: the visible and the underwater part of the iceberg. Also, the places of communications are registered and the change in locations is recorded. Highlighted Touchpoints (points of contact between the parties) are those moments when the client directly interacted with any of the manifestations of the company's service. This can include talking to staff by phone or live, studying brochures or receiving business cards, as well as contacting support and interacting with the repair or product return department.

Each point of contact is very important and affects the consumer's experience of the company's service, and, ultimately, the success of the parties in achieving them depends on each interaction. ultimate goal... The task of the company is to sell its product or service to the client, as well as to obtain as many “guests” as possible, who will be happy to return for new services of the company. The consumer, as a rule, only needs to use the service or purchase a product, while enjoying high-quality service.

How to create products
and services that they want
buy consumers?

We actively use the technologies described in the book by Alexander Osterwalder and Yves Pignet "Building business models"

The concept proposed in this "handbook for strategists and innovators" is used by such big players modern market like Google and IBM. It allows you to immerse yourself in the client's business and, in accordance with his ideas and expectations, develop a unique business model for his unique selling proposition. These same authors have partnered with Gregory Bernardé and Alan Smith to produce an excellent tutorial, Designing a Value Proposition: How to Build the Products and Services Customers Want. This book helps us better understand our customers and help them create products and services that are truly attractive to the end user. We use the principles described in it to design complex processes that involve creating and testing value propositions.

We create that clearly show the many ways users interact with the company's service, help to better understand the consumer, as well as identify strengths and weak sides business. These maps are designed to identify the channels of customer interaction and eliminate obstacles to obtaining service or purchasing a product.

Below is a user experience map that we developed for Aeroexpress. When creating it, we were inspired by a similar project Rail Europe. It helped to reduce the number of customers who left at the stage of choosing or consuming a service provided by the company, due to shortcomings in certain communication channels, and also to increase the number of both initial and repeat sales. The development of a user experience map covered all interaction channels and became strategic tool on service quality management.

So what are the visible benefits of service design for a business?

Design Thinking is a popular innovative approach to creating new products and services. The main features of design thinking are identifying the hidden needs of a person, quickly creating prototypes of a new product or service, and quickly testing “in the field” until the client says “this is what I need!”.

Service design is a series of techniques aimed at creating and improving services focused on people and harmoniously integrating into their lives.

Each of us during the day is faced with a large number of goods and the flow of information around them, we visit shopping centers and cafes, we visit parks and government offices - we are surrounded by services everywhere. Do we feel comfortable contacting a company, bank or store for this or that service - is everything clear and convenient for us? In a world saturated with goods and services, only those companies that are able to create the best human interaction with the service win - this is what service design is responsible for.

Service design is the design of points of contact between a person and a service or product. What does it mean?

Imagine that you are going to visit the pool 2 times a week. You go to the pool and get information - you need a certificate from a therapist.

The first point of contact is the pool administration. Depending on the pool, you can make a certificate directly in the pool (if there is such a service in the pool) or you will have to contact the clinic.

The clinic is the second point of contact. You have to take courage if you go to a public health clinic because you will have to meet a lot of points of contact that can make you not the most pleasant, if even depressing, user experience for you.
This leaves us with a number of barriers to the human experience with the service that can negatively impact business.

Service design allows you to identify all points of contact of a person when interacting with a service or product, determine which are positive and which are negative, and offer a number of solutions that improve the experience of human interaction with this service and product.

From May to November, the CRM Idol competition was held in Europe and America. The mission of this event is to find new CRM stars and help them become better known.

The authors of the competition are recognized experts in the industry and constantly receive emails asking them to review a particular product. When the number of requests exceeded all conceivable boundaries, there was no choice but to streamline requests and create a “stage” in which CRM companies would compete for the title of the best CRM system.

Now you post a handy list of products, a “buy now” button and contacts in a prominent place. I'm glad you know the basic obvious rules, but that's not enough.

A thoughtful approach tells us to set a goal first.

The purpose of the store is to make a profit. And it is not just about ensuring sales. These are paid sales and a satisfied customer (since he generates a tail for us from other sales and other customers).

Goals:

1. Paid sale.
2. A satisfied customer.

What we have at the entrance:

1. Goods. Not even just goods, but goods that we know where to buy, where to store and how to deliver.
2. Potential clients. And we must turn them into not just real, but satisfied customers.

Satisfied customer- this is the one who buys from us again. As a maximum - he will recommend us, at least - he will not write negative reviews about us.

Selling process- turning a potential client into a satisfied one. In parallel with this, we get rid of the goods and receive money on the account. The sale begins with attracting a client and ends with the delivery of the balance sheet (any shade of gray; even the most illegal business has its own ledger). It is unacceptable to forget about its initial and final stages.

Designers often call themselves problem solvers - specialists in solving problems that the customer poses to them. However, in the modern world, the idea of ​​the problems falling within the competence of the designer has changed a lot. Traditionally, design is associated with the creation of a visual image of objects, but today the sphere of activity of these specialists is not limited only to the design of artifacts.

Several decades ago, a new concept entered the theory and practice of design - service design - a type of design that involves the creation of systems and services that meet the wishes of the client. For the first time as a subject of study, service design was introduced in 1991 at the International School of Design in Cologne. This was followed by the appearance of the first service design bureau - Livework in London. Service design is now being studied in such world-renowned schools as the IIT Institute of Design in Chicago, Carnegie Mellon University in Pittsburgh, Domus Academy in Milan - in general, this is a science for those interested in the development and future of the profession.