Depending on the objectives of the design task, I propose a framework and tools to arrive at the solutions that work best. I also systematize the information and ideas gathered during the work to enable decision making. The service design process begins with mapping of customer expectations and user research and culminates with preparation of a business plan. (If you want to be in the competition for a long time, you should repeat it iteratively).
Designing of a service takes place in co-creation with the client's team in the format of workshops (incl. virtually), which requires investing of time and thought - the consultant's role is to guide and choose the most suitable methods.
End consumers/users can also be involved in co-creation, this way it is possible to get valuable input from their needs and expectations from a direct source, as well as immediate feedback on the first ideas.
The steps for creating a successful service usually are:
User interviews - Individual interviews provide a thorough overview of different people's habits, goals, values, worries and joys. Interviews are useful because, in addition to the feedback provided on a particular service, they allow you to understand backgrounds and make surprising discoveries.
Describing personas or typical users - a persona is a summary of users of the same type and with the same purposes. Each persona represents a user group, person type, or role. The persona mainly shows what people expect from the service and how it will help them solve their problems. One of the benefits of describing personas is to avoid overdesigning the service. Personas are based on previous experience of the customer profile, and the dream customer can also be described with the help of this tool.
User journey mapping - user journey is the entire period starting from the user's first contact with the service provider and ending with his exit from the service provider's universe. The co-creation workshop maps the current or AS-IS and the ideal or TO-BE journeys that are partly different for different personas. Mapping the user journey could take place in a co-creation workshop with potential users. The ideal journey is often adjusted in the next step according to the overall functioning of the service and the actual resources of the service provider.
Creating a service blueprint – service blueprint is a tool that allows you to map a sequence of events in the service delivery process through different roles. The service blueprint defines which physical objects, employee activities and systems supporting the provision of the service are necessary for the operation of the service.
Creating a service blueprint is teamwork in a co-creation workshop, which must involve all people who are familiar with different aspects of service provision. The workshop goes through all the stages of the user journey point by touch point and describes at each point all the layers of service provision from the visible processes to the customer on the background.
Creating a business model canvas - the business model canvas describes the nature of the company in a strategic view - what is offered, to whom and how. A simple but very practical solution is Alex Osterwalder's solution, which consists of nine modules placed on a "canvas". The input to the business model comes from a pre-mapped service model.
The business model canvas helps to rationally analyse whether the planned project could be profitable with the expected demand, potential clientele and the necessary resources and activities. Creating a business model canvas is a team effort and takes place in a workshop that involves all people familiar with the various aspects of service delivery.