Speaker: Jamon Hegerman, Head of Design for Financial Services at Capital One.
Background: Formerly at Adaptive Path, acquired by Capital One.
Goals: Scaling service design within the organization.
Service Design Overview
Common Questions about Service Design:
What is service design?
What do service designers do?
How does it differ from other forms of design?
How to introduce service design into an organization?
How to become a service designer?
Example Case Study
Improving Patient Experience in a Neurosurgery Clinic:
Conducted observations of patient-surgeon interactions.
Engaged with patients in the waiting room for insights.
Proposed solutions:
Rearranged seating to accommodate wheelchairs.
Redesigned brochures and communication artifacts.
Developed an interactive system for patient-staff engagement.
Differences Between Service Design and Product Design
Service Design: Looks at broader experiences and interactions, potential solutions are more open-ended.
Product Design: Focused on specific products or touchpoints, often guided by direct requests.
Defining Service Design
Definition: Methods and craft for defining and orchestrating service experiences that encompass products, communications, interactions, operations, and organizational structure.
Key Characteristics:
Service cannot be physically handled (e.g., haircuts, conferences).
Products can be part of service delivery.
Principles of Service Design
Human-Centered: Always focus on the user experience.
Co-Creative: Involve various stakeholders in the design process.
Sequenced: Organize experiences in stages.
Visual: Use visual tools (e.g., maps, blueprints) for clarity.
Holistic: Consider the entire ecosystem of service delivery.
Service Design Process
Stages:
Research (customers, service providers, stakeholders).