MARK270 Lecture Notes - Lecture 6: Service Design

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10 May 2018
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Service innovation and design:
Challenges inherent in service innovation and design.
Types of service innovations, including service offering innovation, innovating around
customer roles, and innovation through service solutions.
Engaging customers and employees and employing service design thinking in service
innovation.
Stages and unique elements of the service innovation and development process.
THEN:
The value of service blueprinting
How to develop and read service blueprints
Risks of relying on words alone to describe services:
Oversimplification
Incompleteness
Subjectivity
Biased interpretation
Important considerations for service innovation:
Involve customers and employees
Employ service design thinking and techniques
Five principles of service design thinking:
1. User-centred: services should be experienced and designed through the customers eyes
2. Cocreative: all stakeholders should be included in the service design process
3. Sequencing: a service should be visualised as a sequence of interrelated actions
4. Evidencing: intangible services should be visualised in terms of physical artefacts
5. Holistic: the entire environment of a service should be considered
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Types of service offering innovations:
Major or radical innovations
o New services for markets as yet undefined.
Start up businesses
o New services for a market already served by existing products that meet the same
generic needs.
New services for the currently served market
o Attempts to offer existing customers a service not previously available from the
company.
Service line extensions
o Augmentation of existing service line
Service improvements
o Changes in features of existing services
Style changes
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