Service Design Research UX Poland 2013
Service Designing customer experience at the time of service
Touch points Great experience across all touch points
Service Examples
Visiting the museum
Concierge
Online loan
Service Design Lucy Kimpbell
Service Design Process Discovery Definition Design Delivery
Customer Journey Map How the customer perceives and experiences the service interface along the time axis
Maps of a customer experience focus on how things will be experienced, not how they're made.
Research Identifying, discovering and understanding the service context and users
Research Context
Touchpoints
www, mobile Mailing Social media, forum Advertisement – display, tv, radio, outdoor Places – store, institute, home, office Dokuments – POS, invoice Touchpoints
Research Users
People
Users, customers Frontstage employees Backstage employees Partners Stakeholders People
Research Methods
Interviews Individual, in-depth At lab, home, office
Interviews With customers, employees partners, stakeholders
Field study Observing users in the field at the time of service
Field study Watch people visiting the institution Watch customers shopping at the moll
Mystery shopper Researcher in customer’s shoes
Mystery shopper Shop online and try to take the loan Talk with consultant about the service
Diary study Users record their experiences related to a particular subject over a period of time
Diary study Moments when looking for help Experience when visiting museums
Usability testing Observe how customers are useing interactive products
Usability mobile app testing Test the website and Conduct eyetracking of landing page
Questionnaire Online or offline For users, employees or partners
Questionnaire Ask call center employees about calls
Desk research Analysis of customers’ opinions
Desk research Read forums and Facebook fanpage
Report analysis Help desk, call center, FAQs
Expert review Expert analysis of touch points – websites, documents, places
live|work
Thx!
w wecdsn o. r w. rie egt s g s v i o lo c nbw w c. r io s y w. io g pl o S r t o e 35 ncr y tfn t mo pr 6 o Fkb. S a or s il e Lg eprne a e o x e c mp e i Rli u p eprne a a r e x e c mp Eo e i Tr ea poeprne a h x me f x e c m p i d l e i