BME 1

(OPERATIONS MANAGEMENT WITH TOTAL QUALITY MANAGEMENT

(MIDTERM COVERAGE)

PRODUCT AND SERVICE DESIGN

What is Product & Service Design?

.Service design is the coordination and combination of people, communication,

and material components to create quality service.

Service design is all about taking a service and making it meet the user's
and customer's needs for that service. It can be used to improve an existing
service or to create a new service from scratch. ... Service design feeds into
creating great customer experiences.25 Jun 202
Product design is the combination of manufacturing capabilities with product and
business knowledge to convert ideas into physical and usable objects.

Product design is the process designers use to blend user needs with business
goals to help brands make consistently successful products. Product
designers work to optimize the user experience in the solutions they make for their
users—and help their brands by making products sustainable for longer-term
business needs.

There are 3 core types of design when it comes to Product Design:

 System Design.
 Process Design.
 Interface Design.
 What is the main focus of product and service design?

The objective of product design is to create a good or service with excellent
functional utility and sales appeal at an acceptable cost and within a
reasonable time. The product should be produced using high-quality, low-
cost materials and methods.

What are some of the issues with product and services design?

Here we'll explore some of the biggest challenges of product design.

 Price Alignment with the Market.
 Production Method Experience is a must.
 Require Transparent Communication.
 Find an Expert Risk Advisor.
 Physical + Digital Design.
 Design for Manufacturability Early (DFM)
 Stakeholder Alignment.
 What are the features of product design?

5 Essential Properties Of Good Product Design

 Utility. Utility is a foundation of user needs. ...
 Reliability. It's not enough for a product to work sometimes; your
product should consistently perform well for your users. ...
 Usability. ...
 Pleasurability. ...
 Desirability.

Why do we need service?

The action of service allows a person to think first about the needs of
others and then to consider how he or she may be of help. ... Service
can often follow this logic if people do not act selflessly. For instance, a
person may do service to impress employers or schools and would be
serving of their personal benefit.
 Why is good product and service design so important?

Good design makes good business sense because it translates customer

needs into the shape and form of the product or service and so enhances
profitability. ... Good design makes good business sense because it
translates customer needs into the shape and form of the product or service
and so enhances profitability.

What are benefits of service design?

The benefit of Service Design lies in its holistic process that aims to design a
seamless and effortless solution for customers. Service Design ensures that
the overall experience is consistent and easily understandable, with little to
no friction for the customer between touchpoints.

What are the principles of service design?

Developing an effective service design can be challenging, but these five
core principles, coined by Marc Stickdorn, can help.
 User-centred. Design your services around your consumers' needs. ...
 Co-creative. ...
 Sequencing (iterative process) ...
 Evidencing (Visual communication) ...
 Holistic.
 What are the types of services?

Types of Services & Classification of Services

 Business services.
 Communication.
 Construction and engineering.
 Distribution.
 Education.
 Environment.
 Finance.
 Tourism.

What are the four types of services?

Direct, Indirect, Advocacy and Research

 Direct Service is service that direct affects the persons, animals or
parks we want to impact. ...
 Indirect Service might take the form of fundraising or collections. ...
 Advocacy is when you speak up for or against an issue or solution.
What are the differences between service design and product

design?

The early-stage development and design process is easily one of the most

important periods of time for any business, whether you are product or

service based. After all, the decisions that you make at this stage will have a

huge impact on everything from usability and accessibility, to desirability and

feasibility.

So, both service design and product design as processes feed into how happy

your customer or user will be. And, as such, how successful your business is

in the long term!

It’s easy to fall into thinking that the two processes are exactly the same:

How can product design and service design really be that different? Well, the

truth is, there certainly are some similarities in the ways that they are often

conducted, but there are also huge differences that you need to be aware of

so that you can create the best product or service possible.

Source: <a href=”https://www.freepik.com/free-photos-
vectors/character">Character vector created by macrovector
— www.freepik.com</a>

Let’s start with the basics…

What is a product?

You probably know this one!

A product is tangible. That’s to say, that a customer can buy the product and

then hold or store it somewhere (be this in the “real world” or on a computer

or device). Most often, its value is generated and derived from the product by

the user. The user already knows what they want from the product, hence

they buy it.

From pots and pans, to t-shirts and video games, all of these are products.

What is a service?

On the other hand, a service is something that someone experiences and

isn’t necessarily owned. For example, health care services or streaming

platforms such as Netflix, Spotify and Audible. In each of these cases, the

service is not tangible and only has value when it is performed for the user.

With this in mind, it’s true to say that whilst services are by definition people-

centred, products aren’t.

As you can imagine, the differences in these definitions means that there are

also contrasts in the processes of designing products and of designing

services.
Source: <a href=”https://www.freepik.com/free-photos-
vectors/character">Character vector created by macrovector — 
www.freepik.com</a>
What are the key principles of Product Design?

As Smashing Magazine point out, “Product design is the process of identifying

a market opportunity, clearly defining the problem, developing a proper

solution for that problem and validating the solution with real users.”

As such, design thinking is a brilliant foundation for the product design

process, since it is so focused on finding actionable and practical solutions to

the problems of users.

We’ve spoken a lot about design thinking on our blog. In fact, we covered the

topic just last week and explained how it differs from Human-Centred Design.

Design Thinking is a problem-solving process: First you begin by

understanding and scoping a clear problem, then you focus on how you can

solve it. One of the ways that this is best illustrated is through the Design

Council’s Double Diamond:

Source: https://www.designcouncil.org.uk/news-opinion/what-framework-
innovation-design-councils-evolved-double-diamond

This is such a valuable process for product designers, as it focuses on product

development from one end to the other, not just the design itself. This helps

designers to define exactly what they’re trying to achieve in terms of their

users’ needs, thereby creating something with a much greater chance of

success. More than simply the look and feel of a product is considered!
Again, for more practical steps on how to understand your users through

design thinking, read our last blog post.

Understanding the Design Thinking framework, this then feeds into the

product development process. Each project will look slightly different, but

here’s how the general flow looks:

1. Defining the product vision

2. Product research

3. User analysis

4. Ideation

5. Design

6. Testing and validation

7. Post-launch activities

What are the key principles to service design?

Let’s hear from the masters themselves, shall we?

According to The Service Design Network, it is “The activity of planning and

organising people, infrastructure, communication and material components of

a service in order to improve its quality and the interaction between service

provider and customers.

The purpose of service design methodologies is to design according to the

needs of customers or participants, so that the service is user-friendly,

competitive and relevant to the customers.”

To put it simply then, the process has a focus on ensuring that a service is

meeting the needs of all users as effectively as possible at every single step.

In terms of implementing service design, according to Marc Stickdorn and

Jakob Schneider, the methodology has five basic principles:

1. User-centred, through understanding the user by doing qualitative

research

2. Co-creative, by involving all relevant stakeholders in the design process

3. Sequencing, by partitioning a complex service into separate processes

4. Evidencing, by visualizing service experiences and making them

tangible

5. Holistic, by considering touch-points in a network of interactions and

users