Service customization can be summarized as four points: intangibility, diversity, simultaneity of production and consumption and perishable.
Bridget Maguire thinks: "Service design is to solve the function and form problems of services from the user's point of view. It has two goals: one is to ensure that the service interface is useful, easy to use and satisfactory from the customer's point of view; Second, from the perspective of service providers, it is necessary to establish an effective, efficient and unique service system. "
Engine, a British service design company, defines service design as follows: "It is a major in developing and providing quality services. Service design projects can improve user experience, user satisfaction, user loyalty and usage. "
User experience usually refers to the psychological feelings in the process of interaction between people and the environment (technology and services), such as positive freshness, warmth, comfort or negative indifference, disappointment or helplessness. Service design allows customers to get service experience through contact with the surrounding environment, objects or people during the whole service process.
Jennifer Price, a design research expert, and others have done in-depth research on the standardization and qualitative indicators of user experience. They pointed out that user experience goals are based on usability goals. Usability goal refers to the basic experience that conforms to the specifications of using products or services, such as high efficiency, effectiveness, safety, unity, easy learning and easy remembering. The deep-seated user experience goal focuses on quality, that is, the goal based on the user's emotional experience, such as satisfaction, playability, entertainment, help, inspiration, pleasure, creativity, sense of accomplishment and challenge.
Zhang Xiaolong, vice president of Tencent, believes that user experience is related to human nature. The most primitive experience is often the best.
Service design is systematic and multidisciplinary. Designing each service contact link involves not only space, architecture, exhibition, interaction, process design and other knowledge, but also management, information technology, social science and many other fields. From the perspective of service providers, the disciplines that affect service design include psychology, sociology and management, marketing and organizational theory. Considering the service object, interaction design, interface design and visual communication design are essential. Considering the service environment, service design is closely related to architecture, municipal planning, environment and product design.
Service design is a comprehensive design activity that service providers design a useful, available and desirable service system from the perspective of user needs through cross-domain cooperation and innovation, or through the concept of "user first+tracking experience process+service contact+perfect user experience".
From the system point of view, service design is a scientific system that effectively plans and organizes related elements such as people, infrastructure, communication and products involved in a service, and it is also a design activity to improve user experience and service quality. The elements involved in service design include people, environment, process, product and value.
Human factors include not only users (customers, clients) and service providers, but also other partners and stakeholders.
Besides physical geography and human environment, service environment is more important than infrastructure and intelligent (communication) environment.
Design thinking originated from traditional design methodology, namely, requirements and discovery, brainstorming, prototype design and product inspection.
Bill moggridge, the designer of IDEO Company, and others classified this method into five categories: empathy (understanding, observation, questioning and interview), demand positioning (brainstorming, focus groups, competing product analysis, user behavior map, etc. ), creativity, attempt or point of view (POV), visualization (prototype design, visual thinking), testing (product promotion, iteration, user feedback, spiral innovation). Among them, empathy or dialogue with users is the beginning of problem research and the key to this design thinking. Observation, interview, role simulation, situational users and storyboard design are the main methods used in this step.
Double diamond design process (4D design process): discovery, definition, development and delivery. It embodies the process of thinking divergence and convergence in the design process.
Design thinking is a wave-like design process: finding problems (observation, research, investigation, data, interview and analysis), brainstorming (focus group, user map, behavior research and finding meaning), whimsy (conceptual design, innovative highlights, clear answers and collection process), prototype design (prototype design, user feedback and evaluation) and in-depth design (.
When designing a service, we should first consider how many types of stakeholders are around the service and what are their needs? What kind of stakeholders are the main stakeholders? What kind of stakeholders have a strong relationship with services? Generally speaking, these stakeholders need to consider key objects when designing services.
A pyramid model of service experience based on Maslow's hierarchy of needs: practical (useful)->; Reliability->; Usability->; Pleasure->; Meaningful.
There are clear delivery documents at every stage of the product development process.
The core of the strategic planning period is product strategy, positioning and user portrait, and the phase delivery document is "user portrait".
Requirements analysis is mainly driven by product personnel, and the final deliverable is product requirements document (PRD). In the product team, the product requirements document will be strictly reviewed. If the product requirements document is unqualified, it needs to be revised and improved until the review is passed. All members of the user experience design team should be familiar with the product requirements documents and understand the product requirements as much as possible. PRD should include product development background, value, overall function, business scenario, user interface, function description, background function, non-function description and data monitoring.
After the requirements document of the product or service scheme has passed the review, the next step is the prototype design. This step is to complete the conceptual design of the product, the functional structure diagram, the scene analysis of the user's use of the product, the task decomposition and interaction process of the whole product. The main deliverables are "product concept map and business flow chart".
Next is interaction design, including service process planning (online+offline), supporting product design, information architecture, page interaction, copywriting design and other links. The main deliverable is the Interaction Diagram.
The next step is the service-related visual design. This process mainly involves the detailed design of each page by visual designers, including interface design, navigation design, UI/ widget design, Logo and Banner design, posters and packaging for publicity and planning, and may also include dynamic transition, animation effects and visual effects.
Concrete, intuitive and tangible process is the core of service design thinking.
Service contact: the contact is the place where the service object (customer, user) and the service provider (service provider) contact each other in behavior, such as the service front desk of the shopping mall and the shopping process of the mobile phone.
User experience diagram: a model used to describe the user's experience in using a product, service or system. Mainly with the help of the map depicting the user's behavior trajectory, the process of realizing the goal or meeting the demand step by step from point A to point B is presented.
By studying the contact in the service process, we can find the consumption habits, consumption psychology and consumption behavior. Contact is not only the key point of service link, but also the pain point of users. Pain point analysis can often provide ideas, schemes and ideas for improving services.
The user experience map can be divided into three parts: task analysis, user behavior construction and product experience analysis. First of all, it is necessary to decompose the user's task flow in the process of use and find out the contact person; Then gradually establish a user behavior model to further describe the problems in the interaction process; Finally, combined with the service provided by the product, compare where the product did not meet the expectations of users and where the experience was good.
Service blueprint is the most widely used tool in service design. He can display the service intuitively from several aspects, describe the process of service implementation, the place to entertain customers, the role of customers' employees and the visible elements in the service. The service blueprint is not only a reference for the behavior of customers and enterprises in the service process, but also a reference for improving services. Its significance lies in: ① providing a global perspective and grasping the needs of users; ② The external interaction line illustrates the "contact point" between customers and employees, which is the basis of customer behavior analysis; (3) The visible dividing line indicates that the service has visibility and invisibility; ④ Internal interactive lines show the interfaces between departments, which can strengthen continuous quality improvement; ⑤ Blueprint provides a basis for calculating the service cost and income of enterprises; ⑥ Building a reasonable foundation of external marketing and internal marketing is conducive to the choice of communication channels; ⑦ Provide quality management methods, which can quickly identify and analyze problems in service links.
User experience diagram, also known as customer journey diagram, also shows users' needs and experiences in the service process in the form of visual flow chart, but this diagram is most concerned with users' behavioral contacts and customers' psychological feelings, thus reflecting users' pain points in the service process and proposing improvement measures.
Maps discover users' needs and design services through four steps: ① study users' behaviors through behavioral contacts and various media and devices (such as online media and mobile phones); ② Synthesize all kinds of research data to draw behavior map; ③ Establish a visual process story to understand and feel the customer experience; ④ Using behavior map to design better service.
Contact refers to the interaction time between people (such as customers and waiters) and people and equipment (such as mobile phones, ATMs, cars, etc.). ).
Behavioral communication is characterized by clear time and space, coherence and strong purpose.
The four steps of drawing a user experience diagram are: drawing, recording, analyzing and creating. Draw the user path->; Record the user's feelings->; Analyze the relationship between points in the path->; Get a chance point.
Ten suggestions on user experience map:
Like interaction design, service design begins with user research and analysis. Customer behavior characteristics are mainly obtained through observation, interview and multi-channel comprehensive analysis. Research and discovery is the first step in making service blueprints and user experience diagrams. The main research methods are observation, thinking and feeling. Among them, the question that designers need to pay attention to is: What actions did the user do at a specific time and place to meet his needs? Which of these actions are contacts (key actions)? How do people describe and evaluate the services they receive? What are the shortcomings of the service? What do they expect more? How does the user's mood change during the service? When is the emotional peak or trough? The environment that needs this consideration includes five factors: time, place, equipment, relationship and contact.
User portrait is also called user role-playing, that is, drawing a virtual user on the basis of in-depth understanding of real data (gender, age, family status, income, work, user scenes/activities, goals/motivations, etc.). ). User portrait is a tagged user model abstracted from users' social attributes, living habits, consumption behaviors and other information.
User portraits can be gradually clarified by the affinity diagram method of sticker wall classification, also known as KJ method, which was initiated by Ichiro Kawai of Japan. The operation method is: first, make all kinds of key information collected into cards; Then stick similar or related cards together on the wall or desktop, describe each group of cards and mark and summarize them with sticky notes of different colors; Finally, the target users are divided into different types according to their differences in characteristics, behaviors and viewpoints, and typical features are extracted from each type. By giving a name, a photo, some demographic elements and a scene description, a user portrait can be formed.
questionnaire survey
Researchers should first make clear the product positioning, product planning and architecture, and need to have a comprehensive understanding of the product, and then make clear the purpose of the investigation. The purpose of the survey is the core of the questionnaire survey, which determines the direction of the survey and how to apply the research results. Then, according to the purpose of the study, determine the content and target population of the study. The more detailed the research content, the clearer the target population.
Storyboard prototype is to restore the needs of users (roles) to the situation, and explain the concept and application of products or services through the interaction of roles, products and environments.
Typical scenarios need to describe how people will use products or services. In the scene, the designer will also put the previously set characters into it. By designing different personas in the same scene, the design team can find the real potential requirements more easily. The scene prototype can be recorded by pictures or videos, or the key points can be recorded directly by words. Storyboards are intuitive in showing details, so they can also be used as diagrams of complex processes or functions. Storyboards can usually use hand-drawn scenes or cut and paste photos.
Empathy map has six dimensions, and the main concerns are: ① What do users see? That is, describe what the user sees in his environment, what the environment looks like, who is around him, who is his friend, what products or services he contacts every day, and what problems he encounters; ② What did the user hear? Describe how the user environment affects the customer, what his friends are saying, what his spouse is saying, who can really influence him and how; ③ What are the users' real feelings and thoughts? Describe the user's thoughts, what is most important to him (he may not say it publicly), imagine his feelings, what can move him, what can make him insomnia, and try to describe his dreams and wishes; What does he say and do? Imagine what the user may say or what his attitude is, and what he will tell others; ⑤ What are the pain points of users? Describe his biggest setback? What are the obstacles between him and what he needs to achieve, and what risks he will be afraid to take; ⑥ What is the coolness of users? Describe what he really wants and what he wants to achieve.
Creative card
IDEO creative cards-Ideo company divides these cards into four categories: analysis (learning), observation, consultation (interview) and trial.
Tencent ISUX five-dimensional creative card-this card is divided into five dimensions: people, things, things, places and times. By combining the tips on these five types of cards, we can imagine the story scene, then find the user's needs and generate new ideas.
Five stages of creativity: preparation stage-> brewing stage-> insight stage-> in-depth stage-> production stage.
Golden section formula of service design;
Exploration: careful observation, more sensitive and more critical than customers;
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Translation: break through the box and turn problems into business opportunities;
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Imagination: creative, creating surprises for customers;
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Hands-on: * * Same design, perfect service contact experience;
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Internalization: empathy, collective experience culture.
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Perfect experience
color psychology
Different colors can make people have different emotions and reactions, which can affect users' perception of the brand; In the design of service environment, color has a great influence on human experience; Whether it is the presentation of web pages and apps or the display of commodity information, the coordination of colors is a very important factor.
The business model canvas is divided into 9 areas: ① Important partners-who can make money with me? 2 main business-where are my advantages and main business? 3 core resources-what resources can guarantee profitability? ④ Value proposition-What benefits (products and services) can you bring to customers? ⑤ Customer relationship-how to keep in touch with customers? ⑥ Channel access-how to deliver products and services to customers? 7 customer segmentation-who are your target users? ⑧ Cost structure-What is the cost of this product or service fee? Pet-name ruby source of income-make money from it?
Design prototype is to quickly model the concept product and show it to users in a visual form.
The difference between service design prototype and industrial design model is that service design prototype is a tool to study creative concepts in many aspects, while industrial design model is the first product version used for testing and evaluation. Prototype is the conceptualization of creativity, but it is not a product, and the model is very close to the final product. Prototype focuses on the evaluation of all aspects of creative concepts and is the integration of various ideas and research results; The model involves the whole product, especially the actual production, manufacturing and assembly scheme. Prototypes are usually built to "sell" the ideas and creativity of design teams, while models are more focused on actual production and manufacturing. The prototype of service design is a fast and relatively cheap device, such as cardboard, plastic and even hand-drawn drawings. Its purpose is to solve key problems, not to stick to details.
Rapid prototype design is also often called rapid modeling, wireframe, prototype design, briefing, functional demonstration diagram, etc. , which is mainly used to simulate the final visual effect and interactive effect through simulation renderings before formal design and development.
Brainstorming is also called intellectual stimulation and free thinking. When brainstorming, the number of participants can be 3~ 10, and the appropriate time is 60min. The principles of discussion are as follows: ① there are clearly detailed topics, and the discussants need to prepare relevant materials in advance to participate in the discussion; Pursue as many ideas as possible within the specified time, and also encourage the establishment and development of ideas based on other people's ideas; (3) Jumping thinking, that is, when everyone's thinking is gradually stagnant, the host can put forward jumping statements to guide the change of thinking; (4) Spatial memory, that is, in the discussion process, creative ideas are recorded and displayed in front of everyone at any time with whiteboard, sticky notes and other tools, so that everyone can see the progress of the discussion at any time and focus on more critical issues; ⑤ Image concretization, that is, making two-dimensional or three-dimensional models with materials around you, or demonstrating with body language, so that everyone can better understand creativity. Simply put, the main points of brainstorming are boldness, whimsy, discussion, hand drawing, demonstration, depth, model and innovation.
The key to brainstorming is to encourage bold innovation without making judgments. Please say what you think, and then quickly eliminate those concepts that are impossible to succeed.
Seven principles of brainstorming: delay judgment, encourage whimsy, draw inferences from others, focus on the theme, speak one by one, win with vision and quantity.
Mind mapping is a method of divergent thinking. Mind mapping will run through the chaotic and trivial thoughts in the brain, and eventually form a well-organized and logical knowledge structure, such as fishbone diagram, spider diagram, two-dimensional diagram, tree diagram, logical diagram, organizational structure diagram and so on.
Competitive product analysis is the analysis of competitors' products. Generally, products or services are analyzed quantitatively or qualitatively from the following angles: ① the positioning of competitors' products; ② Target users of competitors' products; ③ Core functions of competitors' products; ④ Interactive design of competitors' products; ⑤ Profit model of competitors' products; ⑥ Operation and promotion strategies of competitors' products.
Five-dimensional evaluation is a radar chart with five angles, and each vertex of the Pentagon represents innovation, ease of use, perception, quality and emotion respectively.
SWOT analysis model: strengths, weaknesses, opportunities and risks.
Poetry observation refers to the observation object (person), object (environment), problem feedback (information) and service (service). Through the list of the above five factors, together with observation photos, behavior descriptions and observers' ideas, useful information can be clearly presented, which makes the observation results have certain universal significance.
Social innovative design is all the activities that professional design can carry out in order to activate, maintain and guide the society towards sustainable development.
Professor Mancini believes that "design" has two meanings, one is to solve problems, and the other is to construct meaning. Therefore, social innovation and service design not only directly solve problems, but also play an important role in culture, language and significance, that is, guide a new way of life, make things more attractive, interesting and ornamental, thus promoting social innovation and sustainable development.