- Cover Page
- Title Page
- Copyright Page
- Dedication
- HOW TO USE THIS BOOK
- FREQUENTLY ASKED QUESTIONS
- Is service design just customer experience, user experience, or interaction design?
- Is service design “design thinking”?
- Why are there so many case studies from live|work?
- You do not mention [insert your favorite method here]. Why not?
- Where are your references and sources?
- What is the best way to convince management to spend money on service design?
- Are you saying that service design can do everything?
- CONTENTS
- FOREWORD
- CHAPTER 1 Insurance Is a Service, Not a Product
- CHAPTER 2 The Nature of Service Design
- Why Do Services Need Designing?
- How Services Differ from Products
- Services Created in Silos Are Experienced in Bits
- Services Are Co-produced by People
- A New Technological Landscape: The Network
- The Service Economy
- Core Service Values
- Making the Invisible Visible
- The Performance of Service
- Unite the Experience
- Summary
- CHAPTER 3 Understanding People and Relationships
- CHAPTER 4 Turning Research into Insight and Action
- CHAPTER 5 Describing the Service Ecology
- Why Map Service Ecologies?
- The Network Society
- Boxes versus Arrows—Finding the Invisible Connections
- From Ecology Map to Service Blueprint
- The Service Blueprint
- Different Uses of Blueprints
- Start with Broad Phases and Activities
- Add the Touchpoint Channels
- Low Fidelity versus High Fidelity
- Zooming In and Out
- Summary
- CHAPTER 6 Developing the Service Proposition
- CHAPTER 7 Prototyping Service Experiences
- Defining Experience
- Types of Experience
- Expectations versus Experiences
- Considering Time as an Object of Design
- Service Experience Prototyping
- Summary
- CHAPTER 8 Measuring Services
- Measurement for the Common Good
- Establishing a Truth with Management
- Apples and Oranges—Define Baseline Data before Design and Launch
- Making the Case for Return on Investment
- Using the Service Blueprint to Model Measurement
- Money Talks
- Avoiding Common Mistakes When Measuring Services
- Measurement Frameworks
- SERVQUAL and RATER
- The Triple Bottom Line
- Summary
- CHAPTER 9 The Challenges Facing Service Design
- Index
- Acknowledgments
- About the Authors
- Footnotes
-
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