Why is it that we can understand what is happening to materials and technologies at a molecular level, but struggle to understand why someone might buy a product or service?
We are complex organisms and people are difficult to understand. Here is a great example, have you bought a present for a ‘loved one’ – a wife, husband, mother, father, daughter or son but have kept the receipt just in case they didn’t like or want it?
Hands up? Yes!
That simple question reveals how much we struggle to understand the needs and desires of people we know intimately, so how do we understand people we don’t know so well? This is a lot more challenging but it can be done.
Service Design is a process used by people and organisations to help them understand the people they serve (the Who) – the needs they have (the What), the way they achieve their goals (the When and the How), and their motivations (the Why).
The, so called, 5WH approach is not new, but is more important than ever given the growth of digital technologies and platforms. Almost everything we consume today is evolving from a ‘simple’ product to a service experience. Perhaps the best known is Software as a Service (SaaS), for example Microsoft Office used to be a CD in a box bought for a couple of hundreds of pounds. It is now sold as a subscription service, where a monthly fee allows the user access to a wider array of tools and capabilities, requiring Microsoft to build new operations and capability continuously.
Service Design is a multi-faceted approach requiring user insight to inform how the business amends and improves its operations. So the real challenge is – how to share these insights to improve collaboration between strategic and operational teams. Service design; its process and framework provides teams with the tools and techniques to facilitate this collaboration.
It is a complex process filled with nuances but with a solid approach it can help you to understand human insight to then turn that into improved service experience for your customers.
Find out how to do this with Akendi, on the 14th of November we are delivering a one day course on Service Design in London, UK. Learn the core principles of service design, and access innovative and creative thinking from our expert trainer and consultant who has over 20 years’ experience working in the field of UX.
For a limited time, we are offering 15% off to attend the Service Design course taking place on 14th November. Book today using promo code: ak-service-15 offer ends on the 7th October.
For more Information and to book: CLICK HERE
Akendi is a product strategy, user experience design and usability research firm. We are passionate about the creation of intentional experiences – whether those involve digital products, physical products, mobile, service or bricks-and-mortar interactions. We work shoulder-to-shoulder to optimize the experiences you deliver. Akendi Corporate Overview (PDF).
Experience Thinking innovation firm in Product UX Strategy, User Experience Design & Usability Testing for Companies: Toronto, Ottawa, Montreal, Vancouver, Canada.
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