The first contact with service design was a course on service design offered by Liu Yi and Li Wei from the school's interaction design studio, and they began to contact the concept of service design. This course became one of the most impressive courses in my university. In the coursework, we chose the direction of Pet Cafe, and reconfigured the entire service process and contacts. Through PCN, we can analyze the business model and reset the service process through an enabling and disengaging design method.
In many industry organizations and design sharing conferences, we will also hear sharing and cases about service design, but in service design, what is service? How to express service? These are big challenges in service design. In the process of exploration, I found a program by Mr. Xin Xiangyang: I have a lot of experience with the video of "Service Design Show" in the Netherlands, and I will analyze and discuss based on my own experience and experience.
1. What is the service
We are exposed to all kinds of services every day, ranging from buying a house to going downstairs to get takeaway, but there are always few services that can leave a deep impression on us. Maybe the takeaway brother is anxious to urge you to go downstairs to take takeaway. , maybe the waiter said to you at checkout to welcome you next time, these daily life are services. What is the definition of service?
Let's first look at the definition of Baidu Encyclopedia:
It refers to a paid or unpaid activity to do things for others and benefit others from it, not in the form of physical objects but in the form of labor to meet some special needs of others
Teacher Xin Xiangyang explained:
Behaviors or activities that benefit others by sharing resources, expertise, etc. (see the conversation link at the end of the article)
Both of these explanations mentioned that service is a kind of behavior and activity, which will bring corresponding service experience , and service experience is generated by the mutual interaction between the provider and the receiver, and both parties affect the result at the same time. , the interactive behavior of the environment. Combining my own experience and cognition, I have another point of view:
Service consists of a behavior and activity that achieves a purpose through a series of contact interactions to meet certain needs of others
In the traditional industrial thinking, the experience brought by the service is not the final focus, but in the Internet thinking, the service can become b2b data a potential business opportunity and allow enterprises to gain forward-looking, and Haidilao is a good forerunner. When we enter the restaurant, the waiter will first greet you at the counter, then ask the number of guests, and then lead you to the table and hand over the menu; if you need to wait, some other activities will be provided to let you The user reduces the bad experience during the waiting process. Among them, a series of physical, interpersonal, and software such as the signature menu that attracts you, the waiter, etc. are all connected by touch points to form a complete service process.