According to the Interaction Design Foundation, service design is “a process in which the designer focuses on creating optimal service experiences. This requires taking a holistic view of all the related actors, their interactions, and supporting materials and infrastructures. Service design often involves the use of customer journey maps, which tell the story of different customers’ interactions with a brand, thus offering deep insights.”
That said, is service design just for people who call themselves “designers”?
Anyone who is using taking that holistic view to their work when they sit down to contribute to a service – whether that means designing, managing, or executing part of it – is in a way acting as a designer. They’re looking at requirements, considering service gaps and limitations, and working out solutions.
OmnichannelX is proud to have some excellent and respected people with “designer” in their title on the programme, and as well having content strategists and governance specialists that take a holistic view on the overall service, the organisation itself, or take ultra-deep dives into customer journeys and put in place an array of solutions that improve the service experience.
Here are some sessions at the 2019 conference – lead by designers and non-designers – for those of you interested in learning more about service design.
Definitely a Designer with a capital D, as well as a long-time leading light in service design and general experience design industry, Alberta is going to do an entire half-day workshop on service design on January 30th. In it, she says that attendees will: Go beyond the journey map to understand the systemic nature of service delivery, learn about the elements we should consider when (re)designing services, their interconnectedness and the relationships between services and the surrounding ecosystems.
Marli is often a conference favourite with speaking credits from around Europe and North America. She’s always engaging and relatable when she tells real-life stories to share lessons from the field. In her workshop, people will learn how a comprehensive journey map provides context, structure, and a frame of reference for the user experience, and why it’s a necessary step in identifying opportunities to engage the target audience. In her session, she’ll be looking at how excellent service experiences, based on solid content strategies, help develop trust in your audience.
Marie is an ex-IBM content omnichannel content strategist who has worked with a break-taking array of channels and content types. She shared and interview with the conference sharing some lessons from her experiences bringing content together around customer needs and across channels. She’ll be running a workshop and session where attendees will learn to align multiple stakeholders, develop a shared vision, and establish the right level of standards and processes for their business context.
Our opening keynote speaker helps organisations design systems at the very highest level. She works with executive leadership to design governance frameworks that allow great service experiences to happen. In her session, she’ll be showing us the concrete steps organisations can take to create governing frameworks and work habits that allow them to tap into the power of an omnichannel experience, so they can support a unified approach to information management and delivery.
Rob and Ellen are doing both a workshop and talk teaching attendees about their applied methodology of how to put the user at the center of the design process for information. In their session, you can find out how to develop a “Customer Loyalty Canvas”, a technique which has been used in practice for digital projects for the past 6 years and helps multidisciplinary teams deliver real value to customers.