Experience Design vs Service Design in Singapore
I often hear such a question, what is the difference between Experience Design and Service Design? In my opinion, the difference between Experience Design and Service Design can be answered simply and generally. Service is “How you deliver”. Experience Design is “How you consume”.
Image by Eric Flowers
To realize a service, the interaction behaviours in the sight of a service designer include the people in the service not only user or customer, also system, flow, space, device, product and so on many facets factors. An abstract analogy is that a service designer is a choreographer, every people, system and flow mentioned before are just like different elements dancer, light and music on the stage etc., Choreographer(dancer) arrange different elements come to the stage on different time, by designing the different touch point, service designer can realize the whole show effect. The choreography (design) of this show (the service) depends on the director (designer) of the choreographer (service designer) and its success, in addition to the choreography (design), depends on the dancers (Various service elements) and real-time field performance (implementation).
Service design map, include the different elements of the TouchPoint performance
Before we talk about experience design, we must first talk about User Experience Design and Customer Experience Design. As its name implies, UX or CX designs focus on the user or customer experience. Traditionally, in many people’s UX is more focused on the experience of the electronic interface, CX according to the product, will involve the physical interface beyond the electronic interface experience design. For example, when you eat ice cream, I certainly do not want to say that I am the “User” of this ice cream. But whether they are users or customers, they simply refer to a category of “people” – users rather than other categories of “people,” such as the employees involved in the implementation, and thus less involved in the business or organizational structure the design of.
From the design results, the end of a service design represents the beginning of many new product designs and improvements to existing products. In order to achieve a service blueprint, you need a variety of products, processes and methods of doing things with. For example, Telefonica O2’s Service Style project, which I participated in a few years ago, transformed the O2 brand into a service style that runs through all aspects of product service. The result of this project is the introduction of many new product designs. For example, in order to show “Reassuring” style of service, it is necessary to design how retail store employees speak, call centre code of conduct, and how to train them to fully understand and implement such style. In order to show “Thoughtful”, we need to design a new reservation system. These products require a separate UX / CX design.
O2 – How we created Service Style
O2 – Service Style application
Saying back to why this public number is going to use experience instead of service design, in my opinion, experience design is an extension of UX and CX and will eventually become a big umbrella covering UX / CX and service design. I think the design of service design for the organization’s processes and internal staff is ultimately designed to ensure cost-effective control of Deliver’s popular-facing experience, whether it is a commercial brand or a government agency. So, as UX designers get to better understand the diversity of factors in the system, not just “users” and “sites,” UX and service design will become more intimate and ready for the general public Consume more and better consumer experience.
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