New Service Design

Presented by
Group 3
Jaseer.Jafar
Avinash.T.A
Jaseena.J
 Service Design
Service Design is the activity of planning and organizing people,
infrastructure, communication and material components of a
service, in order to improve its quality, the interaction between
service provider and customers and the customer's experience.

For example, a restaurant may choose to have a Service Design

agency change the way its menu is set out, or change the layout
of the restaurant to improve the customer's experience

The increasing importance and size of the service sector, both in

terms of people employed and economic importance, requires
services to be accurately designed in order for service providers to
remain competitive and to continue to attract customers.
 Service Design agencies apply design tools,
techniques and thinking to service challenges, either
to improve existing services or to create new ones
 The design (or redesign) of a service may involve
re-organizing the activities performed by the service
provider (Back office), e.g. how letters from
customers are processed internally; and/or the
redesign of interfaces and interactions that
customers use to contact the service provider (Front
office) e.g. website, in person, telephone, blog etc
The History of Service Design
 Earliest contribution by Shostack(1982,1984) proposed the
integrated design of material components (products) and
immaterial components (services).
 Prof. Dr. Michael Erlhoff at Köln International School of Design
(KISD) in 1991(introduced as a design discipline)
 In 2001, live work, the first Service Design consultancy opened
for business in London
 In 2004, the Service Design Network was launched by Köln
International School of Design, Carnegie Mellon University,
Linköpings University, Politecnico di Milano and Domus
Academy in order to create an international network for Service
Design
 Challenges of service design
 Oversimplification
 Words are simply inadequate to describe a whole complex
service system.
 Incompleteness
 In describing services people tend to omit details or elements of
the service with which they are not familiar.
 Subjectivity
 Any one person describing a service in words will be biased by
personal experiences and degree of exposure to service.
 Biased interpretation
 All of these risks become very apparent in new service
development process, when organization may be attempting to
design services never before experienced by customers.
Basic characteristics of new service
design or development system
The four basic characteristics of new service
design are as follows
 It must be subjective not objective

 It must be precise not vague

 It must be fact driven not opinion driven

 It must be methodological not philosophical

 The development of new service design involves
both employees and customers.
 Employees are physically and pschychologically
close to customers and can be very helpful in
identifying customer needs for which new services
can be offered. Involving employees in design
process helps in increase the new services success
because employees can identify the organizational
issues that need to be addressed to the support the
delivery of the service to the customers.
 Customers are often active participants in service
delivery; they too should be involved in new service
design process particularly in cases where the
customer personally carries out part of the service
process
 Marriot Corporation is well known for involving its
guests in the design of its hotels rooms to ensure
that the features and placement of furnishings in the
rooms will work for the guests and not just for the
staff or the architects who design the rooms
 Types of new services
 Major innovations
 Major innovations are new services for markets as yet undefined.
 Eg. Federal Express introduction of nationwide, overnight small
package delivery service.
 Many innovations now and in the future will evolve from
information and computer based technologies.
 Start up business consists of new service for a market that is
already served by existing products that meet the same generic
needs.
 Eg. ATMs for bank transactions, door to door airport shuttle
services that compete with traditional taxi and limousine services
 New services for the currently served
markets
 It represents attempts to offer existing customers of the
organization a service not previously available from the
company.
 Eg. Include Barner and Noble ( a very successful retail
bookstore) offering coffee services, a health club offering
nutrition classes, and airlines offering Fax and phone service
during flights.
 Service line extensions
It represents augmentation of the existing
service line, such as a restaurant adding new
menu items, an airline offering new routes, a
law firm offering additional legal services a
university adding new courses or degree etc.
 Service improvements
 It represents the most common type of
service innovation. Changes in features of
services that are already offers might involve
faster execution of an existing service
process, extended hours of services, or
augmentations such as added amenities in a
hotel room.
 Style changes
It represents the most modern service innovations,
although they are often highly visible and can have
significant impact on customer perceptions,
emotions and attitudes. Changing the color scheme,
revising the logo for an organization, or painting an
aircraft with a different color all represents style
changes. These don’t fundamentally changes the
services but only its appearances similar to how
packaging changes are used for consumer products
 The Service Design
 Two separate, but related aspects of service design are – design of the
service process, and design of the physical service environment -
both of which recognize the important people element of services
 Designing the process
 Blueprinting
 A technique for structural process design, called blueprinting, was
developed by Shostack in 1987. The service blueprinting is a very
important and effective management tool. in addition, the blueprinting
 Highlights the importance of service design
 Focused attention on process modeling
 Encouraged the development of other diagrammatic techniques in
particular, service mapping.
 In the blue printing examples one horizontal line divides the visible from
invisible elements.
 Stages in blueprint preparation
 Represent the (service) product in the form of its
molecular structure
-increases the understanding of the service being
offered.
 Breakdown the process into logical steps-
possible to represent the process visually.
 Recognize the variability in the process;-planned or
unplanned variations
 Identify the ‘invisible’ elements in the process.
 Service mapping
Service maps build on blueprints and provide two additional
features and they are..
 They pay greater attention to customer interaction with the
service organization.
 Additional vertical layers to the diagram are drawn in service
maps to provide a visual representation of the structure of the
service.
 It contains four dividing lines
1. The line of interaction
2. The line of visibility
3. The line of internal interaction
4. The line of implementation
Applications of blueprinting and service
mapping
Service failures and fail-safing
Helps in identifying the potential points in the
process which may result in a service failure.
Fail-safes can be designed to reduce risk of human
mistakes turning into actual service failures.
Stimulating creativity
Blueprint generates new ideas and innovations which
aid sin new service development
Ensuring safety
Helps in ensuring safety as blueprint itself is an effective way of
visualizing the process and the links between the visible and
invisible elements.
To identify complexity and divergence and address service
positioning
Complexity relates directly to the no. of steps and sequences and
the interrelationships b/w them. the more steps and intricacies
the greater is the complexity.
The degree of divergence refers to the amount of planned scope or
latitude which contact personnel are given. Low divergence
results in high level of standardization
Designing the physical environment

The Servicescape- describes elements of the

built environment( that is the manmade,
physical surroundings) that constitute part of
the service as opposed to the natural or
social environment.
For eg.the specific dimension of the
servicescape of a dentist may include The
lighting, the wall decor, the signage and the
temperature
 The servicescape environmental dimensions
include
 Ambient conditions(air
quality,temperature,noise, smell etc.)
 Special and functional
features(layout,equipment,furnishings, etc.)
 Signs, symbols and artifacts,style of
décor,signage)
New services for Business Travellers

 Airline companies and hotels are stepping up

their efforts to regain and build relationship
with their most prized customers- business
travelers
 In hotel industry, the focus has been on the
hotel room itself. Hookups for laptop
computers, phones with multiple lines, fax
machines, wifis, voicemail etc. to make the
room more functional for business travelers
 Radisson Hotels International Inc tested “business class”
accommodation that included in-room coffee breakfast, computer
hookups, in room movies, newspapers, and quick fax delivery.
 Hyatt hotels are addressing the need for business services
through special floors with rooms including free faxes office
supplies and other business amenities.
 At the Four Seasons hotel rooms can have everything from
sophisticated telephone messaging systems to in-room faxes
and 24 hour concierge service.
 In the airline industry companies are focusing on business
traveler both on ground and in the air. British Airways opened an
arrival lounge at London’s Heathrow airport that offers put rooms
with showers, clothes pressing service, and a breakfast room for
its top fare passengers. Other airlines are targeting the in-flight
experience for improvement
 Conclusion

 The increasing importance and size of the

service sector, both in terms of people
employed and economic importance, requires
services to be accurately designed in order
for service providers to remain competitive
and to continue to attract customers.
Thank you