Jeff tagged me on this interesting activity… to keep it brief,
When you have 2 coffee shops right next to each other, that each sell the same exact same coffee at the exact same price; Service Design is what makes you walk into the one and not the other.
And Jeff’s was this:
Service designers work with companies and governments to orchestrate their encounters with people.
There are so, so many service design one liners I could think of. But to continue, here’s one of mine:
Service design is not only what makes customers want to take part in a service, but it’s what makes them want to share the great moments they’ve had from a service with their friends and family (and the world, for us bloggers).
I guess there are two major parts to my one liner. First, the “want” part. Great services are those that you are a part of, not simply out of necessity, but out of desire. You know, the services you wouldn’t mind paying a little more for, just because it’s worth it. Second, the “sharing” bit. I suppose this part was partially inspired by my thesis project work at Pittsburgh Children’s Hospital. One of my major goals for the project is to design the service in such a way that, in light of their child being sick, the parents will still want to share the great time they had at the hospital. Great services are those that customers will advocate in the end. This advocating bit is also the last phase in Shelley Evenson’s model of the cycle of experience; she calls it “reverberating”, and I think that’s a pretty good word for it. I’ve tried some services just because so many people have talked about all the good things about them… that reverberation of positive words is something service providers aim for.
My one liner of course doesn’t really fully explain what service design is, but I find myself using it a lot when describing what I do to people who don’t have a design background.
I’m curious to see the results of this experiment. The people I want to tag don’t blog, but I’ll contact them and see if I can post their service design one liners here soon ;)[no tags]