DMI Seminar: Service Design, Key Methods and Strategies
Oliver King will be running a two day DMI seminar at the UK Design Council on September the 16th and 17th. Register for the event here.
About the Seminar
Over the last few decades, the economy has shifted dramatically from products to services. More-informed, demanding, and time-scarce consumers are looking for companies that can help make their lives easier, more productive, and more enjoyable. The decisions we make, the brands we are loyal to, the way we spend our time and money are mostly based on the services we receive. As a result, even traditional product-based companies are now offering a broad spectrum of value-added services.
Service Design is the collaborative process of improving the economic, social, and environmental value that products and services can offer to customers. Unlike traditional design disciplines, service design employs a holistic approach to assess the demand, offerings, and strategies to deliver services across multiple touchpoints and channels over time. It looks at adding value for both users and providers by improving not only factors such as ease, satisfaction, and look and feel of services, but also the systems and operational processes behind them.
This seminar will focus on practical methods and strategies that professionals can use to deliver great service experiences. Through case studies and interactive sessions, the seminar will also show how to employ customer-centric approaches to innovate services, from empathic techniques to uncover what customers want, through to co-creation and creative methods to develop new service propositions. Participants will not only learn how to develop customer-facing propositions, but also understand what needs to happen behind the scenes to ensure a good service performance.
What you will learn:
• How to audit and spot key elements that affect service performance
• Tools and techniques to conduct user-centered research
• How to map the customers journey
• How to engage with users to enable a co-creation approach to service innovation
• How to communicate initial ideas and concepts to get internal buy-in
• How to prototype service concepts and user experiences to validate concepts and reduce risks
• How to specify service components and propositions to ensure consistent delivery
• How to engage front line staff to deliver great service experiences
• How to improve and develop new service propositions
Who should attend
Services are delivered through systems of people, products, and processes. For example, a bank relies on front line staff, branch offices, ATMs, credit cards, statements, call center representatives, etc. Anybody who is involved in managing, designing and delivering one or multiple aspects of a service system can benefit from this seminar. Design managers, marketing executives, and internal teams responsible for customer insight and customer experience will find this workshop particularly interesting. Professionals from the public sector can also benefit by using Service Design to better inform the policy making process and to develop services that are more meaningful and useful for local communities.
