CONTENTS
CHAPTER 1
Insurance Is a Service, Not a Product
Putting Insights into Practice
Experience Prototyping the Service
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
CHAPTER 3
Understanding People and Relationships
People Are the Heart of Services
CHAPTER 4
Turning Research into Insight and Action
Collating and Presenting Your Insights
CHAPTER 5
Describing the Service Ecology
Boxes versus Arrows—Finding the Invisible Connections
From Ecology Map to Service Blueprint
Start with Broad Phases and Activities
Low Fidelity versus High Fidelity
CHAPTER 6
Developing the Service Proposition
Basing the Service Proposition on Insights
Taking Slices through the Blueprint
CHAPTER 7
Prototyping Service Experiences
Expectations versus Experiences
Considering Time as an Object of Design
Service Experience Prototyping
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
Avoiding Common Mistakes When Measuring Services
CHAPTER 9
The Challenges Facing Service Design
Economic Challenges—Moving Businesses from Products to Services
Ecological Challenges—Service Design and Resources
Social Challenges—Service Design for Improving Society