How we do it
How we do it
Service Design is an iterative process in roughly
four stages.
Exploration is the initial position for a project. It is crucial to gather, concentrate and illustrate information on a respective service product/destination, including genuine insights of customers, staff, processes, procedures and environment in which services take place. Mainly ethnographic research methods are used to reveal rich and authentic information, which is combined and illustrated in service journeys, consisting of sequences of individual touchpoints.
Creation is the stage in which new ideas are generated in a co-creative manner by all involved actors, mostly during workshop sessions. Based on the illustrated service journey, the product is deconstructed into service moments or even single touchpoints. These fragments are then excluded, improved or replaced until they are in line with the whole service journey.
Aim of this stage is to create products causing superior customer satisfaction.
Reflection refers to the feasibility of the created ideas. New concepts are tested with market research and improved by prototyping. At the end of this stage, a new business plan is developed based on the new service concept.
Implementation doesn’t seem to be part of a consultancy at first sight, but services are living products delivered by individuals to individuals. Staff motivation and understanding of the new concept is an essential aspect of the implementation. Change management always includes the risk of failures due to misinformation, misguidance and lack of motivation. Therefore, staff briefings and workshops are important for a successful implementation. Furthermore the measurability of the success of a project is an important issue after the implementation for all participants.