Yesterday I wrote about Customer Experience Innovation, an approach to service design in which specific consideration is given to customer ‘jobs to be done’ and the constraints of service delivery within the design context. I thought I would add a few examples to illustrate these points.
A Delightful Customer Experience
This example is taken from Frog Design, one of the most well known service design agencies in the world.
Frog’s brief was to re-imagine the now antiquated pay phone. Taking a design view based around a communication hub built within and for the local community Frog have designed a truly delightful take on the humble phone. Apart from the snappy voice and gesture control (so you don;t have to take your hands out of your pockets presumably) and the directional microphone (so it actually works), we now have geolocated advertising down to the city block. Expected in 2014, these devices look set to fit right in amongst the New York streets.
Insight Re-focuses Service on Customer Jobs
This case study is taken from Frontier Service Design. During their brief, Frontier were advised that designer customers bought into the Veroproof service because it was cheaper than competing offerings. How wrong they were. On further analysis it turns out the speed of service was the true deciding factor. Know this and you have a completely different direction for any service enhancement.
Service Blueprints in Action
I couldn’t really find an example of services redesigned with and without consideration for the implementation capability of the organisation. But, this example of a service blueprint for a self service DVD kiosk shows some of the key elements. Whilst there is a lot of customer experience design in the top layers, the service blueprint goes on to map the end to end service interactions all the way into he back end systems and processes required to make it all happen. Without consideration of these backstage elements, we risk designing services with no substance.