Re­vamp your de­sign team and un­der­stand cus­tomers bet­ter with Luis Ro­driguez’s Ser­vice De­sign guide

net magazine - - CONTENTS -

Luis Ro­driguez shows you a new way of un­der­stand­ing your cus­tomers

Is ser­vice de­sign more than just ex­pen­sive brain­storm­ing tech­niques? Read­ers of this mag­a­zine will prob­a­bly pon­der this – af­ter all, not ev­ery­one has a lead­er­ship role in their de­sign or prod­uct teams, and ser­vice de­sign might sound like some­thing for the stake­hold­ers to philosophise about. “Bet­ter to get on with use­ful code and de­sign tech­niques”, some might un­der­stand­ably sug­gest. How­ever, brand and prod­uct ex­pe­ri­ences are in­flu­enced by out­side fac­tors, some of which are beyond the de­sign team’s con­trol. There­fore, to con­sider all po­ten­tial cus­tomer touch points and avoid frag­ment­ing into dis­jointed ex­pe­ri­ences, de­sign teams can start think­ing of them­selves as holis­tic ser­vice de­liv­ery units with all mem­bers con­tribut­ing valu­able do­main

knowl­edge such as busi­ness, mar­ket­ing, de­sign, code, server tech­nolo­gies and data sys­tems. Ser­vice de­sign cre­ates op­por­tu­ni­ties for team col­lab­o­ra­tion as well as in­creas­ing the po­ten­tial to suc­cess­fully meet au­di­ence met­rics or con­ver­sion and re­ten­tion goals.

What does AI have to do with it?

The cur­rent rise in ar­ti­fi­cial in­tel­li­gence and ro­bot­ics is lead­ing to the re­think­ing of, and some­times the en­tire over­haul of, es­tab­lished prod­uct roadmaps and ecosys­tems, as well as their re­lated user ex­pe­ri­ences, busi­ness logic, server in­fra­struc­tures and data sources. These new par­a­digms lead to con­sumer­fo­cused cog­ni­tive realms. Us­ing ser­vice de­sign as a dis­ci­pline to ac­count for the in­ter­sec­tions of peo­ple, in­fra­struc­ture, com­mu­ni­ca­tion and phys­i­cal com­po­nents in plan­ning and or­gan­is­ing your prod­uct, re­sults in a map or se­quence of events and func­tions that ef­fec­tively rep­re­sent your prod­uct’s or or­gan­i­sa­tion’s dig­i­tal and phys­i­cal in­ter­ac­tions with its au­di­ences. At the same time, it also of­fers an op­por­tu­nity to gen­er­ate ideas for in­no­va­tion. Apart from hon­ing a user-friendly and rel­e­vant prod­uct, ser­vice de­sign can un­cover ways for a com­pany to stay com­pet­i­tive by align­ing its ca­pa­bil­i­ties to the ser­vice sus­tain­ably. Al­ready, ma­chine learn­ing is mak­ing dif­fer­ent me­dia, data and trans­ac­tions ac­ces­si­ble in vis­ual and au­di­tory for­mats, push­ing the bound­aries of fa­mil­iar hu­man-com­puter in­ter­ac­tions. This is en­cour­ag­ing de­sign­ers to re­frame cur­rent user ex­pe­ri­ences beyond tra­di­tional in­puts and out­puts to ser­vice.

In­tro­duc­tion to ser­vice de­sign

Ser­vice de­sign meth­ods go hand in hand with tried and tested prod­uct de­sign meth­ods, while adding new facets to the de­sign process. The dif­fer­ent schools of thought gen­er­ally con­verge around these gen­eral meth­ods: ● Def­i­ni­tion of ac­tors (users) and ac­tions (steps taken by users and be­hind the scenes) in­volved in the ser­vices that are be­ing de­signed.

● Sce­nar­ios, use cases and se­quences of ac­tions and ac­tors’ roles usu­ally cap­tured in a ser­vice blue­print.

● Com­po­nents of the ser­vice, in­clud­ing peo­ple’s con­tex­tual in­for­ma­tion, in­ter­ac­tions, tech­ni­cal sys­tems, busi­ness logic and data sources. The vari­a­tion in the meth­ods above helps de­fine the re­quire­ments for the prod­uct or ser­vice and its un­der­ly­ing sys­tem that sup­ports it. They all, how­ever, make wide use of an­thro­pol­ogy and ethnog­ra­phy dis­ci­plines, in­clud­ing video-ethnog­ra­phy

Newspapers in English

Newspapers from Australia

© PressReader. All rights reserved.