Service Design

Design is not about how it looks, it’s about how it works. Service design utilizes creative techniques and idea generation to determine customer insights and business opportunities. It implements proven methodologies from disciplines such as anthropology, social studies and ethnography. Combining this with the power of creative minds has proven to be a powerful instrument for innovation.

At Edenspiekermann, we use service design methodologies and design thinking for almost all of our projects. With over 15 years of experience in the domain, we have literally written the manual! So, before you consider utilizing these methods; here’s our two cents on Service Design:

1. Plotting your internal wishful thinking is no service design process

Many so called ‘customer journeys’ are no more than the ideal presentation of an internal process. The most common reason that digital products and services fail? Because they aren’t addressing the real need of the user. Real service design begins with understanding your customer’s needs. What are their pain points? How do you build trust and a meaningful relationship which will convert into loyalty and revenue? Try leaving the office and walking in your customer’s shoes.

2. Take a holistic perspective.

Your customers don’t care which of your internal departments they are dealing with. If you are a theater looking to improve your service, you can’t focus on the quality of the box office or cloakroom alone: customers care about the experience as a whole. In a successful service design process, all internal and external stakeholders are represented. Improving your service often transcends departments or business silos.