Does your company provide sufficient information about your products and services to ensure that customers understand their purpose and benefits? How effortless is it to use your products? How do you handle situations where your service did not meet your customer's expectations?
Service design is a user-centred approach to designing services and products in such a way that they thoroughly consider the needs of the customer or user. In service design, the entire service environment and all stages of the customer journey are explored deeply. This phase involves all functions of your company from sales to marketing and production.
Aspects of service design
Inclusion
In service design, individuals focusing on an organisation's operational activities are also encouraged to consider how internal processes could be adapted to better serve customers or users. For example, how could your IT support functions better accommodate your clients?
Additionally, has the layout of your premises been considered from a customer's perspective? When employees participate in the development of the service model, they feel they are contributing towards a common good.
Concept design
Behind every high-quality and successful digital service lies a comprehensive and data-driven concept. The concept is the first stage when establishing a new service or application, or when renewing an existing service.
In this stage, we define what the aims are, how these objectives can be achieved through the digital service, the target groups to be served, and the ways in which content and functionalities support achieving these objectives. The role of the concept is to link the digital service to support the strategic goals of the business.
Background research and workshops
Thorough background research provides a solid foundation for concept design. We always aim for a comprehensive understanding of the client's industry, strategy, and market position. Business is the starting point for concept design, ensuring the development of solutions that support the strategy. The project's goals and metrics are defined in collaboration with the client, allowing success to be monitored and development work to be meaningfully guided.
Content design
Once the objectives have been clarified, we consider the tools needed to achieve them: what kind of content and functionality the service requires. Additionally, we assess what resources are already available to us and who will create the missing content. As part of the content strategy, we also plan the structures and formats of the content, along with the associated workflows.
Information architecture
Information architecture refers to the way in which content is organised on a site to support business goals effectively. Well-structured content ensures that naming conventions are familiar and recognisable to users. Based on this foundation, navigation is constructed to make offerings and services easily accessible to the end user.
Agile design and prototypes
Prototypes ensure that the designed solution is functional and serves its intended purpose. They transparently demonstrate the service and allow for agile progression of the design. Good service design also utilises user testing to ensure the best possible outcome.
