Service Design zooms out from a single touchpoint between a user and a product. It provides a holistic view across different touchpoints such as physical, digital and interpersonal touchpoints, which aim to ensure a useful, usable and desirable experience from customers’ point of view and effective, efficient and distinctive from experience providers’ point of view.
Service Design as a relatively new discipline is not a familiar term for a lot of business stakeholders. I believe it is designers’ responsibility to translate Service Design practices into problem-solving mechanisms. I have built and evangelized service design practice in my previous company by collaborating with senior leadership in product, engineering, sales, and marketing.
Selected Project
Situation
When my previous company went through organizational restructuring, I had the opportunity to work with the COO to improve the customer journey and streamline internal processes from pre-sales to post-delivery.
Task
Identify current challenges and create solutions
Action
Interviewed existing customers and conducted journey mapping workshops
Led service blueprint workshops with internal senior leadership in product, marketing, sales, solutions and customer success teams
Created a package including workshop outcomes and execution plans
Result
Developed a deep organizational understanding of the customer by translating research insights into personas and journey maps
Created clarity on the operational process, responsibilities and dependencies by facilitating service blueprint workshops across teams of 30+ members
Implemented the improved processes with 10+ new projects and generated strategic goals by identifying opportunities continuously
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Renee Lin - Service Design — The what and why