Thinking about Service Design
0 likes1,430 views
The document discusses bridging the gap between online and offline customer experiences using data as a tool. It emphasizes the importance of understanding customer journeys and service design to enhance user experience, which is continuous and complex. The text argues for an emergent approach to experience design that accommodates changing behaviors and various contexts.
Thinking about Service Design
- 1. D ta a r g a s bi e a d T i i ao tev e ei h k g b u sri ds n nn c g b J Wehl yax cs r e w wj i eate o w .x trcv. m an ic @j w x a e c
- 2. closing the gap • ONLINE information OFFLINE
- 3. holistic experience Information
- 4. How can we best use the media to enhance the same messages across multiple channels?
- 5. How can we best bridge the gap between on and off-line experiences?
- 6. data as the bridge? I am the same customer across every channel
- 7. data as the bridge? time research purchase support upgrade cross-channel customer journey mapping
- 8. service design • How do we facilitate this movement across different channels? • User experience is continuous & non-linear • Difficult to model and design for • Needs to consider different context • Forrester has good stats on channel usage
- 9. service design • Good service design involves understanding your customers and their contexts • Great service design is continuous and gives customers the power in the interaction • Service design and IA involve the same skills (changing real rather than on-line behaviour)
- 10. conceptualising this • Story driven customer journey maps • looking at tasks and triggers • needs within different contexts
- 11. mapping • detractors • influencers • major activities • scenarios • looking at tasks and triggers
- 12. emergent design • Experience design is emergent • You can’t model everything but you need to model well enough and be flexible