The Essentials of Service Design.
Service Design is about the intangibles that affect emotions.

The Essentials of Service Design.

Recently I was preparing a presentation on the impact of Service Design on Company Growth. In the middle of my preparation I discovered I had to define Service Design for the audience. I also realize that as much as I have written a lot about different aspects of service design in my blog posts I have never defined service design.

So, what is Service Design?

When you have two coffee Shops right next to each other, and each sells the same exact coffee at the exact same price. Service design is what makes you walk into one and not the other.

The actual “thing” that makes you walk into a particular Coffee shop is what we call experience. An experience occurs when a company intentionally uses services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event.

Goods are tangible, services intangible and experiences are emotional.

So, Service Design is about organizing the intangibles(services) in business in such a way that the customer experiences efficiency, desirability, usability and usefulness of those intangibles(services). In the case of the Coffee shop the intangibles can include;

  • high-speed Internet,
  • Secure parking,
  • Printing, Copying, Scanning & Faxing for working people.
  • Flexible Workspace
  • No Membership Fees Required
  • Networking with professionals
  • the warmth of service people,

 Service design is all about making the service you deliver USEFUL, USABLE, EFFICIENT, EFFECTIVE & DESIRABLE.

Credit: Sudesh Kaka.

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