Index
A
access, services providing, 30
actuaries, 3
advice, diversity of, 5
agents
tools needed by, 82
airline travel, service gaps, 88–89
Amazon, 83
Android Market interface, 154
Arab Spring movement, 81
Association for Qualitative Research, 53
assurance, measuring, 167
Aware phase, in service blueprint, 98
B
backstage, 82
aligning insights with customer needs, 119
consistency, 138
in service blueprint, 93
Barth, Kim Wikan, 2
baseline
defining measurement before design and launch, 158
for service design, 138
The Bauhaus, 18
Berry, Leonard, 166
Beveridge, William, 177
blogging platforms, 147
blueprint. See service blueprints
“bond market” for individuals, 110
bottom-of-the-pyramid projects, 188
boundaries of service ecology map, 83
brainstorming, on touchpoints, 101
Britain. See United Kingdom
budget, for service safari, 60
business
moving from products to services, 172–173
potential service users’ understanding of, 114–115
business cards, 70
business case modeling, 160
business proposition, 110
C
call center prototyping, listening to, 146
cameras, for cultural probe, 66–67
Care 4 Care, 179
care, services focused on, 29
service ecology map for, 84–85
flexibility for, 83
identifying agents, 2
channels, 81
mapping interactions across, 122
channel specification, 125
channel summaries, 124
churn, 134
claim process confirmation documents, 13
Clatworthy, Simon, 101
clients, attendance at interviews, 51
climate change, 174
Club of Rome, Limits to Growth report, 174
common good, measurement for, 153–154
communication channels
consistency in, 7
failure to provide, 81
company culture, 134
complex services, simplifying, 18
concept development, discussion prototype in, 142
conditions for an experience, design of, 132
consistency, 137
backstage, 138
in communication channels, 7
in design, 19
design and, 41
documenting services, 6
employment and public benefits, 5
expectations, 5
purchasing decisions on insurance, 4
trust by, 4
consumption, measuring, 152
contact channels, coherence between, 119
context
in gathering insights, 45
contract, prototype, 13
Copenhagen, 40
core values of services, 28–31
credit rating agencies, 111
cultural probes, 62
cultural touchpoints, 5
customer expectations, measurement, 161–162
customer experience, 22, 132, 133–135
business value of improved, 158
impact of small problems, 139
quality of, 19
customer journey maps, 104–105
customer journeys
cost and revenue, 160
in experience prototyping, 143–144
customer needs, 152
aligning backstage insights with, 119
customer orientation
company-wide framework for, 15
for Gjensidige, 2
customer relations management (CRM) system, 8–9
customers
feedback, 16
need for purchasing decisions shift, 172
personal component in relations, 7
in service ecology, 80
turnover between competing providers, 134
customer satisfaction
Gjensidige measurement of, 164–166
measuring, 163
as performance measure, 7
D
debriefing, after service safari, 60
deforestation, 174
Deming, W. Edwards, 152
Demos, 188
preparing for, 54
release forms for, 72
design
with people, not for, 41
detail
for depth interviews, 52
in service blueprint, vs. overview, 107
multiple levels of, 119
developed nations, service economy in, 28
Develop phase, in service blueprint, 98
digital platforms, 24
disconnects, 136
documents
for consumer services, 6
for participation method, 58
performance indicators defined in, 152
on user workshop, 62
drawings, in cultural probes, 68
dress, for research meeting, 71–76
Dreyfuss, Henry, 18
E
ecological challenges, 174–176
economies of scale, 36
education, 177
efficiencies, 36
Elkington, John, 167
empathy, 43
measuring, 167
employment in Norway, and public benefits, 5
enterprises in service ecology, 80, 81
ethnography, 50
for website forms, 147
expectation gap, 163
expectations
of consumers, 5
measuring, 166
in participant observation, 56
experience
measuring over time, 161
performance as, 32
experience prototypes, 139–148
as suspension of disbelief, 140–149
uses for, 140
experts
frontline staff as, 44
F
fail points, 41
fly-on-the-wall method, 56
focus groups, depth interviews vs., 50
Ford, Henry, 152
Forrester Research, 158
Frei, Samuel, 68
frequency of interaction, 139
frontline staff, 44
frontstage/backstage metaphor, 82, 92
furniture, for testing physical environment dynamics, 147
G
gaps in air travel service, 88–89
Gaver, Bill, 62
Geddes, Norman Bel, 18
Germany
industrial sector vs. service sector, 28
punctuality expectations, 70
train ticket machines in, 90
briefing document for touchpoint, 126
customer satisfaction measurement, 164–166
formalizing personal routines, 8–9
service design use by, 3
global natural resources, finite nature of, 174
Google, 30
granularity level, in service blueprint, 99
Green Doors, 42
gross domestic product, 174
H
Hanevold, Hans, 2
healthcare, 177
Hilti, 173
human experience, 132, 136–137
human needs, change in, 18
human-to-human interactions, 36
I
incentives, for research participants, 72
industrial design, 18
industrialization, 18
and stereotypical corporations, 36–37
industrial model, 189
industrial revolution, 174
and education, 178
infrastructure, 30
of service, blueprints for, 97
insights
aligning backstage with customer needs, 119
as basis for service proposition, 110
collating and presenting, 73–76
feeding into service blueprint, 96
synthesizing continuing, 43
translating into service proposition, 14
insights-gathering methods, 50–73. See also probes and tools
participant observation, 54–57
practicalities of conducting, 69–73
insurance
consumers’ purchasing decisions on, 4
customers’ lack of understanding, 3
documentation, 6
vocabulary of, 7
insurance company. See Gjensidige (Norway)
interactions
frequency of, 139
of experiences in service, 87
interviews. See depth interviews
invisibility of services, 31
IT infrastructure, simplifying, 10
J
Jenkinson, Angus, 50
Join phase, in service blueprint, 98
journey maps, 63
journey, segmentation by stage, 44
K
Kolko, Jon, 43
Kvan, Gunnar, 10
L
language of insurance, 7
“lean” enterprise, 152
Leave phase, in service blueprint, 98
lending service, peer-to-peer, 37
life span, of service innovation, 44
Limits to Growth report (Club of Rome, 1972), 174
line of visibility, in service blueprint, 91–92
location
for depth interviews, 53
for user workshop, 61
Loewy, Raymond, 18
M
management
of customer experience, 134
establishing a truth with, 154–155
in hospitals, 178
measurement system use by, 165–170
marketing, 38
market research, 39
avoiding common mistakes, 161–163
defining baseline before design and launch, 158
frameworks, 163
of performance, 7
service blueprint for modeling, 159
triple bottom line for, 167–168
metaphors, service design, 92–93
Metropolitan (housing provider), 179
mobile phones, cameras, 67
mobile telephony, 20
mock-up printout of website, sketches vs., 71
MovableType, 147
N
National Health Service (UK), 177
needs
services adaptation to, 160
services providing response to, 30–31
net promoter score, 163
network services, 24
New Economics Foundation, 188
Norway. See also Gjensidige (Norway)
employment and public benefits, 5
Norwegian National Customer Satisfaction Barometer, 16
O
Occupy Wall Street movement, 81
offer sent in mail, prototype, 14
One NE, 180
opportunities, lost by enterprises, 81
options for services, 5
Orange (mobile operator), 20–21
orchestral metaphors, in service design, 92–93
organizational charts, 86
P
Parasuraman, A., 166
participant observation, 54–57
participants, in prototype, 144
participation prototypes, 142
peer education program, 42
peer-to-peer lending service, 110–115
people
designing with, not for, 41
services co-production by, 23–24
views of banks, 113
People Can, 179
perceived quality, 137
perception, changing for education classes, 43
performance indicators, definition in proposals, 152
performance measurement, 7
performance of services, 31–33
personal component, in customer relations, 7
personalizing services, 38
personal routines, formalizing, 8–9
phase and step summaries, 121–124
phase summary document, 123
photograph lists, 67
pilot prototyping, 143
The Policy Lab, 188
preparation
for experience prototypes, 143–146
for research, 70
prioritizing project issues, 49
photograph lists, 67
preparing, 63
timelines and journey maps, 63
Venn diagrams, 65
visual interpretations, 68
process diagrams, 86
processes, redesigned, 8
product innovation, time delay in, 10
production-line model, 177
production, measuring efficiences in, 152
products
transition to services, 103–105
prototype. See also experience prototypes
for contract, 13
public benefits, filling in gaps, 6–7
public services
development of new types, 188
human experience in, 136
punctuality, cultural expectations, 70
Q
qualitative research, 40
vs. quantitative, 39
qualitative studies, 4
quality
of insurance, 4
perceived, 137
of service, 24
variations in service touchpoints, 22
quantitative research
limitations, 3
qualitative vs., 39
questions, for experience prototypinng, 140
R
radical ideas, 15
RATER, 166
Reboot, 188
recruiting
interviewees, 54
for participant observation, 56
for user workshop, 61
relationships in services, 36, 37
relationship time, 139
release forms for interview, 72
reliability
measuring, 166
research
and touchpoint focus, 118
fieldwork, 180
goal of, 48
granularity of analysis, 48–49
incentives for participants, 72
materials for, 71
across multiple touchpoints, 45
practicalities of conducting, 69–73
to prepare for interview, 54
qualitative vs. quantitative, 39
for service design, 39
for service safari, 60
researchers, participation by, 57–58
resilience, 19
choosing where to focus, 117–119
responsiveness, measuring, 167
social and economic, 183
roles, 135
defining in prototype, 145
Rolls Royce aviation engine service, 29
S
Scales, Ben, 53
schedule for user workshop, 61
segmentation, by journey stage, 44
service blueprints, 80, 91–108, 180
broad phases as starting point, 97–100
channel summaries, 124
components, 93
detail vs. overview, 107
feeding insights into, 96
for modeling measurement, 159
for innovation, 97
level of granularity, 99
low vs. high fidelity, 106
phase and step summaries, 121–124
purpose of, 127
from service ecology map, 90–91
specifying individual touchpoints, 124–127
tools for creating, 107
service contracts, 173
service delivery, 24
service design
applying to social context, 186
experiences in, 131
Gjensidige use of, 3
orchestral or theatrical metaphors, 92–93
organization function and, 156
origins, 18
role in shifting economies, 172
for improving society, 176
for world improvements, 188–190
Service Design Tools website, 63
service ecology, 80
vs. service blueprint, 93
service ecology map
purposes of, 83
insights as basis, 110
questions for developing, 112
translating insights into, 14
service provider experience, 132, 135
service quality framework, 166
service relationship
detailed model of, 82
services
co-production by people, 23–24
invisible, 31
moving business from products to, 172–173
people’s understanding of new, 112
personalizing, 38
products transition to, 103–105
roll out, 15
shareholderss, 167
Shostack, G. Lynn, 91
sketches of website
mockup printout vs., 71
Sloan, Alfred, 152
smartphones, cameras, 67
social context, applying service design, 186
social innovation organization, 179
social touchpoints, 5
Spotify, 30
staff, sharing customer satisfaction measurements with, 162
stakeholders, 167
gaining insights from all, 14
interviewing, 53
standard of living, 18
statistics, 39
storyboard sketches, 96
Sunderland (England), unemployment case study, 179–186
case for investment, 181
fieldwork, 180
pilot project map, 182
return on investment, social and economic, 183
revenue potential, 184
savings for journey steps, 184–185
sustainable care, 24
Switzerland, punctuality expectations, 70
T
tangibility, 137
tangibles
measuring, 167
target groups, 44
Tassi, Roberta, 63
Teague, Walter Dorwin, 18
technological shifts, 172
template, for service blueprint, 94
Textpattern, 147
thanking participants, 73
theatrical metaphors in service design, 92–93, 140
delay in product innovation, 10
measuring experience over, 161
and service experience, 86
timelines, 63
briefing document for Gjensidige, 126
channels in service blueprint, 100–102
connecting, 91
cost and revenue across, 160
disciplines involved in design, 86
improving, 118
in service blueprint, 93
in service experience, social and cultural, 5
participation prototypes to improve, 142
prototypes for, 12
quality variations in, 22
researching across multiple, 45
specifying individual in blueprint, 124–127
transitions between, 86
Tran, Christina, 43
trust
communication and, 117
by customers, 4
one-page contract and, 13
Twitter, 24
U
United Kingdom
public service innovation group, 177
public services, 188
punctuality expectations, 70
United Nations Institute for Disarmament Research, 188
United States, punctuality expectations, 70
Use phase, in service blueprint, 98
traditional tools, 105
user journey, in service blueprint, 93
user journey phases, in blueprint, 98–99
V
Valdersnes, Anders Kjeseth, 11
value
performance as, 33
of products and services, 113–114
value chain, 19
Venn diagrams, 65
video diary, 64
video of user workshop, 62
visibility line in service blueprint, 91–92
visual interpretations, 68
vocabulary of insurance, 7
voice recordings for diary, 64
W
Web-based services, focus on user experience, 133
websites
Excel for prototype forms, 147
sketches vs. mock-up printout, 71
Wordpress, 147
workplace interviews, 51
workshops, for presenting insights, 75–76
world improvements, service design for, 188–190
Y
Young, Indi, 54
The Young Foundation, 179
YouTube, 24
Z
Zeithaml, Valarie, 166
“Zone of Possible Agreement,” 112
Zopa.com, 37
communication of changes, 117