New Approach For Service Design Using Design Thinking

Course Code and Course Title: 19EID132 & Design Thinking &Product Innovation
Department of EECE, GIT
Unit 5
Design Thinking for Service
Design
Dr. B. Jagadish Kumar

Assistant Professor
Department of EECE
GITAM Institute of Technology (GIT)
Visakhapatnam – 530045
Email: sbali@gitam.edu
1
Module 5 : Design Thinking for service design
TOPICS
1. How to design a service
2. Principles of service design
3. Benefits of service design
4. Service blueprint
5. Design strategy
6. principles for information design
7. principles of technology for service design
Department of EECE, GIT Course Code and Course Title: 19ECC231: DESIGN THINKING AND PRODUCT INNOVATION
November 13, 2023 2
What is Service Design?
Service design is a process where designers create sustainable solutions and optimal experiences for
both customers in unique contexts and any service providers involved.
Designers break services into sections and adapt fine-tuned solutions to suit all users’ needs in
context—based on actors, location and other factors.
“When you have two coffee shops right next to each other, and each sells the exact same coffee at the
exact same price, service design is what makes you walk into one and not the other.”
Examples
https://www.youtube.com/watch?v=HNOY8GLVy_8
https://www.youtube.com/watch?v=iJfLUPjbIVE
November 13, 2023 3
Service design is the activity of planning and organizing people, infrastructure, communication and
material components of a service in order to improve its quality and the interaction between
the service provider and its users.
Service design may function as a way to inform changes to an existing service or create a new service
entirely.
The purpose of service design methodologies is to establish best practices for designing services
according to both the needs of users and the competencies and capabilities of service providers.
If a successful method of service design is adapted then the service will be user-friendly and relevant
to the users, while being sustainable and competitive for the service provider.
Service Design Thinking
https://www.youtube.com/watch?v=JywQiJO4TRo
November 13, 2023 4
Service Design Example
• In order to put it in context, imagine the following example:
• 1. You want to go to the theatre, so you search for the different plays that are being
performed on your local theatre's website;
• 2. You purchase the tickets on your mobile phone through the theatre’s app;
• 3. A question regarding your seat comes up, so you decide to directly call the theatre;
• 4. Your question is answered so you download the tickets to have them ready for that
night’s play;
• 5. You arrive at the theatre and your ticket is scanned so that you can enter.
November 13, 2023 Department of Biotechnology, GIT Course Code and 5

Course Title:
1.How to do service design
How to Do Service Design Best
First, identify these vital parts of any service encounter:
Actors (e.g., employees delivering the service)

Location (e.g., a virtual environment where customers receive the service)
Props (e.g., objects used during service delivery)
Associates (other organizations involved in providing the service – e.g., logistics)
Processes (e.g., workflows used to deliver the service)
November 13, 2023 6
2.Principles of service design
Five key principles—for service design to be:
User-centered – Use qualitative research to design focusing on all users.

Co-creative – Include all relevant stakeholders in the design process.
Sequencing – Break a complex service into separate processes and user journey
sections.
Evidencing – Envision service experiences to make them tangible for users to
understand and trust brands.
Holistic – Design for all touch points throughout experiences, across networks of
users and interactions.Department of EECE, GIT Course Code and Course Title: 19ECC231: DESIGN THINKING AND PRODUCT INNOVATION
November 13, 2023 7
General Principles of service design
Services should be designed based on a genuine comprehension of the purpose of the service, the
demand for the service and the ability of the service provider to deliver that service.
Services should be designed based on customer needs rather than the internal needs of the business.
Services should be designed to deliver a unified and efficient system rather than component-by-
component which can lead to poor overall service performance.
Services should be designed based on creating value for users and customers and to be as efficient as
possible.
Services should be designed on the understanding that special events (those that cause variation in
general processes) will be treated as common events (and processes designed to accommodate them)
November 13, 2023 8
General Principles of service design
Services should always be designed with input from the users of the service
Services can and should be prototyped before being developed in full
Services must be designed in conjunction with a clear business case and model
Services should be developed as a minimum viable service (MVS) and then deployed. They
can then be iterated and improved to add additional value based on user/customer feedback.
Services should be designed and delivered in collaboration with all relevant stakeholders
(both external and internal)
November 13, 2023 9
Process Design Principles for Service Design
Much of service design is found in the design of processes, both internal and external, and these
principles underpin this:
Any activity that fails to add value for the customer should be eliminated or minimized
Work is always structured around processes and not around internal constructs such as functions,
geography, product, etc.
Work shall not be fragmented unless absolutely necessary. This enables accountability and
responsibility from a single individual and reduces delays, rework, etc. It
encourages creativity, innovation and ownership of work.
Processes should be as simple as possible. Focus on reducing process steps, handovers, rules and
controls. Wherever possible the owner of the process should have control over how it is delivered.
November 13, 2023 10
Process Design Principles for Service Design
Processes should reflect customer needs and many versions of a process are acceptable if customers
have different needs.
Process variation should be kept to a minimum.
Process dependencies should be kept to a minimum. (I.e. process in parallel)
Processes should be internalized rather than overly decomposed (e.g. training is better than work
instructions)
Process breaks and delays must be kept to a minimum
Information Design Principles for Service Design
Information flow is key to delivering high quality services; if people don’t know what they’re
supposed to and when they’re supposed to know it – service suffers. These are simple principles for
information design in service design:
Data shall be normalized between the organization and its customers and within the organization
itself
Data shall be easy to transfer and be reusable within the organization and within the partner
network
Wherever possible data entry shall be avoided and be replaced by data lookup, selection and
confirmation utilities instead
Information Design Principles for Service Design
Technology Design Principles for Service Design
Technology design principles are used to support the delivery of service.

They include:
Technology should always be used to enable a service; it should not be the driver of a service.
Technology should be pulled into a service design rather than pushed into it.
Technology design is to be flexible enough and agile enough to allow fast modification in the face of
changing customer requirements
3.Benefits of Service Design
Design ideal human interactions
Consider everyone involved
Create consistency with Service Design
Service Design embraces change
Foster creativity and collaboration
Design ideal human interactions
There are five layers to designing for human interactions within Service Design:
A shift from product to service: Service Design requires a strategic shift of thinking from discrete,
tangible products to a holistic and connected experience that caters to the customer.
Examining a product from back-end to front-end: This layer focuses on moving away from simply
the end user or customer towards considering all stakeholders interested in, invested in, or
influenced by a service.
Transitioning from consumption of a product to relationships: As the saying goes, people don’t
buy a product but buy a better version of themselves. This mindset within Service Design focuses on
building and nurturing sustainable and mutually beneficial relationships with customers.
Design ideal human interactions
Evolving from service to business design: From the holistic lens of a business, Service Design
plays an important role in encouraging different levels of innovation within a company — whether
it be incremental, adjacent, or disruptive.
Moving from relationships to ecologies: The Service Design ecosystem focuses on every
individual or aspect involved and just as ecology is the link between an environment and its
organisms, the value exchange in a service benefits everyone.
Consider everyone involved
Service Designers understand that delivering a great service is not only dependent on the service
itself, but on the experience of people delivering that service. In this way, Service Designers aim
to improve and innovate services that affect both customers and organizations.
Tools for understanding the different parties involved in a service include:
Research interviews: Talking to stakeholders to clarify the problem and define successful
outcomes.
Stakeholder maps: A record of events’ that capture the interactions a customer has at different
touch points of a service and helps break down the complexity of everyday interactions. Read
more about Stakeholder Maps.
User personas: An archetype or visual representation of a user trend that depicts customer
behavior and patterns.
Create consistency with Service Design
Service Design ensures that the overall experience is consistent and easily understandable, with
little to no friction for the customer between touch points.
The main benefits of improving the consistency of a service include:
Eliminating confusion: The more intuitive something is, the more user-friendly it is – effectively
reducing error and eliminating user frustrations and pain points.
Improving wastage: A consistent service is built on predefined components which facilitates

efficient decision making, reduces costs and time; rather than attempting to address changes for
many variations, inconsistencies, and processes.
Encouraging continuous learning: By means of comparison, improved consistency forges a

benchmark for businesses to learn and iterate. It is much easier to compare “apples to apples”
within a service than making improvements across many moving parts.
Service Design embraces change
One of the major reasons that 90% of startups fail is creating a product that no one wants,
also known as the inability to find product-market fit. Service Design improves companies’
chances of success by keeping them agile towards the constantly evolving needs of customers
and changes in technology.
A Service Design led approach can help yield higher adoption and retention rates, as well as
increase customer satisfaction. This drives increased revenue and market share in a highly
competitive global market.
Through activities such as research, affinity mapping, and constructing a service blueprint,
Service Designers are able to build and ideate a solution that is not only fit-for-purpose but
also addresses the end user’s core job to be done.
Foster creativity and collaboration
By “stepping outside of the building” and going directly to end users, Service Design brings
together all players in a service, thus drastically improving the collaboration and creativity of
an end solution.
By removing stakeholders’ blinkers, Service Design injects a fresh perspective, incorporating
various angles into a solution that include the client, customer, stakeholders and even external
factors such as the environment.
Service Design considers how technology and products intersect and consider their
relationship on a larger scale, providing an overarching view that would not be possible by
simply looking at the immediate problem ahead.
Service Blueprint
Service Blueprints are simple clear

diagrammatic representations of the service as
a whole.
They allow the designer to simplify processes

as well as communicate them clearly to other
interested parties such as stakeholders and
customers.
With a growing cross-over between products

and services – this is a really valuable technique
to have in your toolkit.
Service Blueprint
A service blueprint is, in essence, an extension of a customer journey map. A

customer journey map specifies all the interactions that a customer will have with an
organization throughout their customer lifecycle – the service blueprint goes a bit
deeper and looks at all the interactions both physical and digital that support those
customer interactions and adds a little more detail to the mix.
The blueprint is usually represented in a diagram based on swim lanes (each lane
being assigned to a specific category) with interactions linked between lanes (using
arrows to represent the flow of work).
Benefits of Service Blueprint
1. Provides an overview so employees can relate “what I do” to the service viewed as an
integrated whole, thus reinforcing a customer-oriented focus among employees.
2. Identifies fail points, that is, weak links of the chain of service activities, which points
can be the target of continuous quality improvement.
3. Line of interaction between external customers and employees illuminates the

customer’s role and demonstrates where the customer experiences quality, thus
contributing to informed service design.
4. Line of visibility promotes a conscious decision on what customers should see and
which employees will be in contact with customers, thus facilitating rational service
design.
5. Line of internal interaction clarifies interfaces across departmental lines, with their
inherent interdependencies, thus strengthening continuous quality improvement.
6. Stimulates strategic discussions by illuminating the elements and connections that

constitute the service. Those who participate in strategic sessions tend to exaggerate the
significance of their own special function and perspective unless a common ground for
an integrated view of the service is provided.
7. Provides a basis for identifying and assessing cost, revenue, and capital invested in
each element of the service.
8. Constitutes a rational basis for both external and internal marketing. For example, the
service map makes it easier for an advertising agency or an in house promotion team to
overview a service and select essential messages for communication.
9. Facilitates top-down, bottom-up approach to quality improvement. It enables

mangers to identify, channel, and support quality improvement efforts of grass roots
employees working on both frontline and support teams. Employee work teams can
create service maps and thus more clearly apply and communicate their experience and
suggestions for improvements.
Unit-5
Design Thinking for Service Design
Agenda
Design Strategy
Strategic Design
Strategy plays an important, if not critical role in the success and outcome of goals
and plans. This is true of business, life, career, and it’s foundational training for the
military.
Design strategy is the term used to describe the nexus between corporate strategy
and design thinking. Corporate strategy is the traditional method that businesses and
other similar entities use to identify, plan, and achieve their long term objectives and
goals. Design Thinking is a methodology that provides a solution-based approach to
solving problems by engaging the end-users.
As in war and business, we need a way to put a strategy into effect, and that requires
a methodology, a framework, a roadmap, and a way of thinking. In order to implement
a design strategy, it requires a strategic thinking mindset.
What Is Strategic Thinking?
People tend to confuse strategic thinking with strategic planning and vice versa. They
are different.
Strategic planning involves gathering data and deciding on a path that the business or
project will take to achieve its goals. Strategic thinking involves everyone at all levels of
the organization/design team consistently finding and contributing to activities that add
to the organization’s success.
To think strategically means to see, and understand the bigger picture of where a
team or organization needs to go, and then take action. Everyone participates.
Here are a few key questions strategic thinkers ask themselves:

Where are we now? Where do we want to be? How will we get there?
What Is Strategic Thinking?
When we think strategically we focus more on

problem-solving, develop clearer strategies,
promote proactive behavior, and we develop a
stronger bond with employees who feel more
involved and empowered.
Absent of thinking strategically, we become

stagnant. We lose focus of organizational
outcomes and will not remain competitive.
Planning, the lifeblood of positive outcomes, is
best facilitated with strategic thinking.
Applying Strategic Thinking to a Design Strategy
It’s important for designers to develop a tactical thinking approach to working with
internal stakeholders. By doing so, the designer gains a better understanding of
business objectives, user goals, and is able to translate these needs into meaningful
design solutions.
From a design perspective, strategic thinking encourages designers to look at the

design process as a problem-solving mechanism, starting by identifying the problem
and working with both the client and the team to solve that problem.
It’s a “connecting the dots” approach to implementing a design strategy.
How to Implement Strategic Thinking in Design
Creating and executing a strategy is both art and science. Here is a useful framework for
implementing strategic thinking in design:
Assess - gain an understanding of the project in a holistic way, including an analysis of

constraints, opportunities, and seeing the bigger picture through the lens of the business.
Understand - make sense of the project in terms of the design and business goals. Tie the
project’s outcome back to business objectives and show key results that will help support
those objectives.
Learn - formulate the elements of the strategy by planning tasks and milestones that
directly support the core objectives. Ask a lot of strategic questions. For example: “Who
are we designing this product for?”
How to Implement Strategic Thinking in Design
Execute - act on the strategy and make sure the entire team is included. Strategic
thinking works best in collaboration.
Check - as tasks are accomplished during the design process, it’s a good idea to
reassess their effectiveness in achieving the goals and outcomes intended.
Strategic thinking, even in design, is a process that may seem a bit uncomfortable at
first, but with a bit of persistence, it will create a stronger bond between the client and
the design team, and show the value of design in an entirely new light.
The Benefits of Strategic Thinking in Design
Efficiency - when we apply a strategic mindset to design, projects are better aligned with customer
needs and there will be fewer revisions, and less wasted time and effort on designs that simply don’t
work.
Collaboration - strategic thinking helps the entire team aim for a common goal, which means working
together, as opposed to developing a myopic view of the outcome and working separately.
Better relationships - it is likely that a design team leader will involve strategic thinking if the company
or client shares the same mindset. The resulting design will be in closer alignment with business goals,
and stronger relationships will be fostered as a result of strategic thinking’s cohesive nature.
Longevity - strategic thinking can foster a design strategy that will lead to additional projects,
recommendations, and lasting friendships with business leaders.
An Example of Strategic Thinking in Design
A client approaches a designer saying that they need a new landing page because the
current one is outdated and it isn’t helping drive leads. The client uses phrases like “we
need something fresh” and “it needs to be clean and modern.”
The lead designer agrees to do a refresh. The project moves forward starting with a
standard questionnaire for the client to fill out. Once the form comes back, user
research is begun (competitive analysis, etc.), and the team proceeds with the project.
The design team performs the standard “back-and-forth” style of designing, making
numerous iterative changes until they reach something that is acceptable to the client.
But what happens when the design team uses strategic thinking to approach the same project?
The lead designer works with the team to assess what the client has asked for, addresses any current
constraints they may have (time, schedule, staff, etc.), and decides to move forward with the project.
Instead of sending out the standard questionnaire, the team works collaboratively with the client. They
ask more purposeful questions such as, “Why do you need a new website?” and, “What percentage of
sales come through the website?”, “What kind of increase in sales do you hope to see after the
redesign?”
From this discussion, they identify and agree on a specific set of tasks that will accomplish the client’s
business objectives. They also agree on how to measure the results.
The project begins with a focus on the tasks and objectives that will
determine a successful set of outcomes. Each step in the design
process is done with a mindful eye on these objectives.
By creating a design strategy based on a tactical approach we

become more like consultants, working with the client to find the
problem that needs to be solved.
Instead of approaching the design process thinking only about

deliverables, the strategic designer thinks about business objectives
and outcomes (both theirs and the client’s).
Understanding the client’s real problem, and approaching it in a

pragmatic, tactical way will, without doubt, deliver an exceptional
set of results.
Improving Strategic Thinking In Design
Strategic thinking improves with practice. Here are a few tips to stay sharp and polished:
Observe - Observe business goals and look for trends around those goals. Practice seeing the bigger
picture and why it’s important to the client. Pay attention to issues that are raised throughout the
design process and communicate these with everyone on the team.
Ask Thoughtful Questions - questions are the language of strategy. As a strategically thinking designer,
ask more questions and listen more often. Become curious and ask thoughtful questions of the client,
the team, and the process. Dig deep and deviate from “the script.”
Sound Strategic - a great tip is to begin structuring verbal and written communication in a way that
keeps the team focused on the core objectives and results.
Improving Strategic Thinking In Design
Focus on Issues - we are all masters of multitasking. We attend every meeting and
we try to be present for every event. A better idea is to plan time accordingly and
focus on issues, not people. Do we need to be at that meeting? Instead, perhaps
we could focus on the goals and tasks at hand and make sure we are executing.
Executing a successful design strategy requires a strategic thinking mindset—a

mindset that affords us the ability to focus more on problem-solving, execution,
and better alignment with business goals.

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Course Code and Course Title: 19EID132 & Design Thinking &Product Innovation

Department of EECE, GIT

Dr. B. Jagadish Kumar

What is Service Design?

November 13, 2023 Department of Biotechnology, GIT Course Code and 5

First, identify these vital parts of any service encounter:

Actors (e.g., employees delivering the service)

User-centered – Use qualitative research to design focusing on all users.

Technology design principles are used to support the delivery of service.

changing customer requirements

Design ideal human interactions

Consider everyone involved

Create consistency with Service Design

Service Design embraces change

Foster creativity and collaboration

Tools for understanding the different parties involved in a service include:

Improving wastage: A consistent service is built on predefined components which facilitates

Encouraging continuous learning: By means of comparison, improved consistency forges a

Service Blueprints are simple clear

They allow the designer to simplify processes

With a growing cross-over between products

A service blueprint is, in essence, an extension of a customer journey map. A

3. Line of interaction between external customers and employees illuminates the

6. Stimulates strategic discussions by illuminating the elements and connections that

9. Facilitates top-down, bottom-up approach to quality improvement. It enables

Here are a few key questions strategic thinkers ask themselves:

When we think strategically we focus more on

Absent of thinking strategically, we become

From a design perspective, strategic thinking encourages designers to look at the

It’s a “connecting the dots” approach to implementing a design strategy.

Assess - gain an understanding of the project in a holistic way, including an analysis of

By creating a design strategy based on a tactical approach we

Instead of approaching the design process thinking only about

Understanding the client’s real problem, and approaching it in a

Executing a successful design strategy requires a strategic thinking mindset—a

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