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This Is Service Design Thinking: Basics, Tools, Cases (Inglés) Pasta blanda – 11 ene 2012
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Service design thinking is the designing and marketing ofservices that improve the customer experience, and the interactionsbetween the service providers and the customers. If you have twocoffee shops right next to each other, and each sell the exact samecoffee at the exact same price, service design is what makes youwalk into one and not the other. Maybe one plays music and theother doesn't. Maybe one takes credit cards and the other is cashonly. Maybe you like the layout of one over the other, or one hasmore comfortable seating. Maybe the staff at one is friendlier, ordraws fun shapes on the top of their lattes. All of these nuancesrelate to service design.
This Is Service Design Thinking combines the knowledge oftwenty-three international authors and even more onlinecontributors from the global service design community and isdivided into three sections:
- Basics: outlines service design thinking along five basicprinciples
- Tools: describing a variety of tools and methods used inService Design Thinking
- Cases: vivid examples for the introduced fundamentals withreal-life case studies from 5 companies that did inspiring projectswithin the field of Service Design
At the end, a one-page "Customer Journey Canvas" is included, which can be used to quickly sketch any service on a single sheetof paper--capturing different stakeholder concerns: e.g.customers, front-line staff and management.
Biografía del autor
Jakob Schneider (Germany) is a graphic designerbased in Germany.
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Understanding the value and the nature of relationships between people, organizations is central to designing services. Viewing your service through the customers’ eyes, and designing the experience to be consistent for the customer is the essence of service design thinking.
Service Design methods and tools are ways for a business to gain a comprehensive, empathic understanding of customer needs. Service Design as a practice at consulting firms results in design of systems and processes aimed at providing a holistic service to the user.
The best part of this book I liked is the set of cases discussed in the last section of the book. Includes service design projects in Europe by consulting firms of government institutions, a hospital, a bank among others. The cases explain the client’s context, the specific service design problem being tackled, and make references to the methods and tools that were used in solving the problem. For example:
- using a emotional customer journey map while designing for a new service offering at a bank, to understand what are people really trying to achieve, how, and what do they use. What are they experiencing and feeling while trying to reach the desired outcomes.
- using priority grids to identify issues that can be solved quickly with little effort and highest impact on customer creation at a hospital
The other sections of the book cover the principles of Service Design, the participants (product designers, interaction designers, graphic designers, social designers, strategists, operational managers, design ethnographers ) and the principles of service design.
The section on the tools for service design falls short. It lists all the popular design techniques – stakeholder maps, customer journey maps, personas, storyboards etc and few I haven’t been exposed to before. The explanations and examples are not adequate though. I have seen other books cover the methods and tools much more comprehensively.
Now the definition is clearer and more real in my head.
The book is simple and goes straight to the point:
- Introduction and Context
- Toolbox (the most interesting part)
- Business cases (unfortunately, most of the solutions are too old and outdated)
Don't feel like I know service design after reading this book, however, I can see where to use it and how I can include this tools into my very own (and eclectic) toolbox.
Whether you're buying this for yourself or for someone you know, if you're interested in service design specifically or just design in general, you will find something to love in this book.
The section on service design tools is valuable in its own right. I found the introduction a little lightweight and would have preferred more substance in terms of service dominant vs product dominant logic and why service design is now so prevalent.
The last section with a few essays on the future was interesting and I wish that there had been more of this section.
The book itself can make you think about 'how you could to design better services' and it provides tools, thoughts and practice examples that help you collaboratively or alone, to look with empathic eyes for your customer. Highly Recommend.