Service Design
Service design is the process of designing services. It is a branch of design and of designers normally carried out in close cooperation with companies or organizations in order to design and develop customer-and market-driven services.
Content
Make services
Service Design designed the interfaces of the various systems involved in a service. This includes communication between the people involved, and the required resources and processes. Using specific methods the interfaces of the interaction between service providers and service recipients are presented, evaluated and converted to a " service product " in a split into several phases process. The methodological process is used, among other things, to get documentable results, which provide a basis for the further development of the service below.
The process is divided generally into three phases:
Situation Analysis: Here the micro and macro environment, stakeholders and objectives of the service are defined and evaluated Service Creation / ideas: Here is the means of solving the previously defined problems are worked out Service Design: Here the service concepts and processes are merged into a service
Various empirical or creative methods are used to take into account user requirements, role models, service ergonomics and marketability of the service. With the help of models, the effect over time is in the last phase of Service Design reviewed and optimized.
Ideally, the result is a system that allows almost any situation in a particular service environment can be solved.
History
In the first contributions to service design ( Shostack 1982, Shostack 1984), the design activity was seen as part of the marketing and management disciplines. Shostack ( Shostack 1982), the integrated design of material components ( products) and intangible components (services) lit. This design process can, according to Shostack, be blueprint documented and codified by a so-called to show the sequence of events in a service and the basic functions in a targeted and explicit manner.
In 1991, Service Design in Germany for the first time as a design discipline at the Cologne International School of Design ( KISD ) has been introduced. In 2004, the Service Design Network of the Cologne International School of Design, Carnegie Mellon University, Linköping University, Politecnico di Milano, Domus Academy and the agency Spirit of Creation was launched to an international network of service design academics and professionals to create. The network now extends around the world to design experts as well as design consulting companies that have begun to offer service design.
At the MHMK, Macromedia University for Media and Communication has existed since 2009, its own gravity Service Design in the English Master's program " Media and Design" (Master of Arts).
Importance
Services include one of the largest economic growth potential. The increase in sales of many companies today is largely due to the service component. Nevertheless, are compared with the product development and design made little investment in the development of services. In 2001 these were in German companies per employee only 136 DM, which was spent on research and development in the service sector, compared to 6,254 DM in the product area.
Service design in the media
A humorous swipe at excessive service design can be found in the science fiction novel " Snow Crash " by the author Neal Stephenson. There appears several times a ring book with instructions for the conduct of the employees of franchise business as a running gag. Any conceivable situation is retained therein in the form of binding rules - when searching afterwards, however, the employee worsen the situation only.
Limits of the Service Design
Service Design is not a collection of patronizing rules for employees, but from the design of the overall system in which the service runs. Here, this is seen as a " living product ", which constantly evolving with the participation of service recipients and service providers. How to enable service representatives to meet the optimal for the recipient and the service provider decisions within their abilities Service Design. Aids to be realized in the form of training or legal systems, but also in the form of suitably equipped premises or special offers. Service Design is not limited to the design of interactions, but makes the entire sphere of influence of a service.