Service Design 101 – What is it? Why is it important?
This is the first part of a three-piece interview series with Service Design Consultant Tamás Turi who talks about his work at Isobar Budapest covering topics such as service design basics, “business - love - design” initiative, as well as challenges brands have to face in 2017.
Q. YOU DESCRIBE YOURSELF AS A SERVICE DESIGN CONSULTANT. WHAT DOES THAT ENCOMPASS? CAN YOU PROVIDE AN EXAMPLE OF YOUR WORK?
A. The usage of service design is not exactly widespread in Hungary because it is a relatively new discipline, hence we are in a strange situation that this kind of approach has hardly penetrated common knowledge or corporate culture.As the digital landscape has become increasingly complicated, Service Design has emerged as a way to simplify and improve communications between people and businesses. It is about improving the customer experience at every touchpoint where the customer interacts with the client - so basically, we design for the complete customer experience ecosystem, as well as the delivery of bespoke projects. It’s a big, but important undertaking!
Q. WHAT STEPS DO YOUR SERVICE DESIGN PROCESS FOLLOWS?
A. In the DIAGNOSIS phase, we get to know to our client’s business objectives and assign the concerned stakeholders.
After that we do a SERVICE SAFARI, where we discover the customers’ motivations, behaviors and objectives in the context of the business objectives and in the end we quantify the results.
In the SOLUTION GENERATION phase, we generate radically new solutions together with all the stakeholders and we select a pool from these ideas systematically.
To validate and improve the ideas we do PROTOTYPING AND TESTING. In this step we develop the prototypes further based on the learnings from the consumer tests.
We monitor the implementation process (IMPLEMENTATION SUPPORT) to make sure that everything will come true as planned.
After that we do an IMPACT CHECK where we assess the impact after the first run.
Each step includes a wide range of tools in order to solve the task with the required precision and care in the most innovate way (to mention a few “hit” tools/methods: persona profile, customer journey, blueprint, evaluation matrix, empathy map, mystery shopping, shadowing, etc.). Here are a few case studies of our recent projects that illustrate our work:
A. I believe that the service design approach is an outstandingly useful and increasingly required addition to marketing because customers assess the brand by the whole experience - not just from the experience they receive on one channel. With customer expectations rising at the rate of the speed of light they expect to be able to easily exchange information and compare services/brands. Marketing is about creating interest and attracting attention. Furthermore the benefit of Service Design is that it puts the customers in the centre of the design process and supports the delivery of superb omni-channel experiences.
Q. IN YOUR OPINION, WHY IS SERVICE DESIGN SO IMPORTANT TO MARKETING TODAY?
Collaboration is key in marketing today, and especially to Service Design. It is crucial to think outside the box, and to involve everyone from Strategy to Creatives and all stakeholders to arrive at an experience that works online and offline, providing tangible value for the customer.
The ultimate goal is not only to provide the customers something that they find agreeable, but to give them a service that they love in order to increase loyalty.
Tamás Turi (27) Consultant @ Isobar Budapest. He is working on major clients like Deutsche Telekom, Magyar Telekom, Microsoft and MOL. An enthusiast Service Designer who is passionate in understanding the customer and user needs to generate groundbreaking solutions. He is a zealous outdoorsman, in his free time you can find him out in the wild.
Stay tuned for topic comming up next: Evangelize Your Methods through Meet-Ups