Service Design is a set of techniques that lives within the UX family. However, traditional UX designers or Product designers are often oblivious to Service Design. Why is this the case? Since the marketing of software in the 1980s and ’90s, the focus has been on (software) products and features. The 2000s brought Product Management as a discipline to the forefront of efficiency in building software. The focus ever since has been on Products.
Our language follows the trend of product-centricity: “Product, Product, Product”. Even when we develop a service we rarely speak of it as such- it’s “the product.” As a result of this focus on product management and product design, the UX field has largely ignored Service Design. For example, only in the past 5-7 years has Service Design been taken seriously in the US, and about a decade before that in Europe.
“The lines between hardware, software, and services are blurred or are disappearing” -Tim Cook, CEO of Apple
Take a look at your phone; how many of those products power services? Airbnb, Uber, Spotify, etc. By ignoring the fact that we are faced with product-service system challenges, (I know that’s hard to roll off the tongue), we miss a toolkit of skills that Service Design brings to bear.
Leveraging Service Design in UX is one of the strategic plays you can make to modernize or update your UX efforts. Cross-channel thinking, holistic journeys, and systems thinking are starting points in Service Design and can become part of the ‘norm’ to problem-solve your UX challenges more effectively.
This Miniclass, 30-minute short webinar gives you a business case and practical set of talking points to open up heads-down UX or Product Designers (and stakeholders) who haven’t noticed Service Design methods and mindsets. Frank Spillers will discuss how to provide product teams with more benefits by adopting Service Design mindsets.
Topics we will cover in this Miniclass:
A brief, but deep-dive into a topic, led by Frank Spillers. The sessions provide an orientation to key points on a topic. The sessions are FREE to members of the UX Inner Circle.