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SERVICE INNOVATION — DESIGN & DEVELOPMENT
As part of our Design Practice, we develop new service offerings for our clients and help them bring these to market. The services we develop are intended to deliver an entirely new level of innovation relative to what is currently known in the market.
We leverage our knowledge of Human–Centered Design to design services that deliver the unique sorts of brand experience needed to differentiate them in your markets and build on your brand promise. Because we are experienced in using the practices of HCD to deliver all types of winning service models, we ensure that very careful thought goes into achieving the intended outcomes as well as reinforcing the desired brand message.
THE SERVICE INNOVATION PROCESS — APPLYING EMERGENT NPD TO SERVICE INNOVATION
We employ a broad Service Innovation Process that combines elements of the Emergent NPD Process with a series of key Service Design steps (some of which draw from our Experience Design practice). We use this process for the research, conceptualization, definition, design, development, and delivery of all new service offerings. This ensures that a structured and systematic approach is followed and that all the work is carried out in an effective and robust manner.
Within the broader Service Innovation Process, Emergent NPD Phases 1, 2, and 3 are completed first, and then the work of Phase 6 is undertaken concurrently with the Service Design process.
THE SERVICE DESIGN PROCESS
The Service Design Process involves seven primary steps, namely:
- Create a framework definition for the service model.
- Create a service experience design for the service delivery.
- Define the service augmenters and how they will be used.
- Test, validate, and refine the service model and its SX Design.
- Document the final service model, including the final framework definition and SX Design
(this documentation is to be used for training purposes).
- Support the training of Trainers who will ultimately train those who are to deliver the service.
- As needed, support the roll-out of the service to help monitor its results, and help adjust it further if needed.
Each of these steps are explained in further detail below.
We manage the process of moving from one phase or step to the next using this Service Innovation Process. These phases and steps are carried out sequentially but left "open" so as to integrate new insights gained throughout the process. In particular, the strategy work of Phase 3 is a "living" artifact that continues to evolve as it is informed by subsequent work.
SERVICE MODEL FRAMEWORK DEFINITION
In order to create a framework definition for the service model, we work with your team to identify and define the following nine attributes of the service offering:
- The objective(s) of the service.
- The use cases and environmental situations associated with the service.
- The recipients of the service.
- The deliverers of the service.
- The duration of the service.
- The initiation event and the completion event for the service.
- The desired outcomes and experiences from the service.
- The KPIs that will be used to measure the quality of the service's delivery and reception.
- The augmenters and/or enablers of the service (durable products, consumable products, other services, etc.).
To facilitate this task, we use the The Legacy Innovation Service Model Framework (SM Framework), a tabulation of these key parameters.
SERVICE EXPERIENCE DESIGN
Subsequent to the creation of a framework definition, we develop a service experience design for the service. This gets layered on top of the framework definition. This is the real core of creating an effective, lasting brand experience for the service recipients. Creating a winning SX Design is to a service offering what "engineering" is to a product offering… it establishes in clear detail how the service is to be delivered and received and sets in motion the actions that will ultimately determine how effective it is at accomplishing its objectives.
Our approach to SX Design takes the following steps:
- Use storyboarding techniques to capture the story of the experience at each of the key touchpoints.
- Map out the service delivery process into a process flow with discrete steps and key touchpoints and outcomes.
- At each step in the delivery process, define and document the customer experience in as much detail as possible.
- What does the deliverer do and what happens as a result?
- What are the recipients' possible perceptions and subsequent reactions?
- Do these meet the desired objectives in the best possible way?
The end result of this exercise is a documented SX Design Report that creates the best possible brand experience while accomplishing the desired outcomes of the service.
More detail about our approach to SX Design can be found in our Experience Design Process. Note that here we are not concerned with designing the entire Customer Lifecycle, but rather only those aspects of it which relate directly to this service and its delivery.
Often, the delivery and receipt of a service is augmented by a particular product (durable or consumable) and/or other service. These augmenters can be as subtle as "nice little add-ons" along the way, or as stated as critical elements of the service delivery process itself (meaning that the service cannot be delivered without them). Whatever is the case, they add value to the service and help to make the customer experience as impactful as possible.
We work to identify each of these augmenters and how they can best be used to facilitate the delivery and receipt of the best possible service. If needed, we can also help in the design and development of these augmenters.
VALIDATION & REFINEMENT
In this phase, we test the service model and its SX design in order to learn how well it achieves its intended result. From these learnings we refine it further in ways that will ensure it best achieves those results.
The validation and refinement process employs the following series of steps:
- Identify and prepare a Test Delivery Team that is a representative cross-section of the actual deliverers.
- Identify and prepare a Test Subject Group that is a representative cross-section of the actual recipients.
- Using the Test Delivery Team, practice the service process on the Test Subject Group. This may require creating a simulated environment.
- From this, make an assessment of how well the service works — what parts of it work well and what parts do not.
- Seek and integrate the Test Subject Group's feedback into the service delivery process.
- Revise the service design as required (framework definition, SX design, and/or both).
- Repeat this exercise until the service design has been well ironed out, with all of its details and minutia thoroughly considered and addressed — including contingency "exit" steps if and where needed.
Often, so as to avoid a "learning bias", a second, and even third, Test Subject Group (and in some cases even a fresh Test Delivery Team) will have to be identified and prepared in order to facilitate subsequent rounds of service delivery testing.
Once validation and refinement have been completed, we document the final service model, including its final framework definition and its final SX design. This captures all the necessary information about each step of the service process, including delivery, receipt, and intended outcomes. It also explains the proper use of service augmenters wherever applicable.
One of the key uses of this documentation is for training. It will serve as the training material for initial training of the lead trainers, who will in turn use it to train the actual service deliverers. It also facilitates practice of the service and coaching from trainers, ensuring that deliverers become proficient in its delivery.
As desired, we can help with the training process for training your lead trainers. In this capacity, we will support your team in a variety of ways, from observation and coaching to delivery of the training material if so desired.
What is key here is that we will have been intimately involved in the definition, design, testing, and refinement of the service, such that we understand the subtleties of what you are seeking to accomplish, including the overarching brand experience associated with the service. We will work to ensure that these come through in the final delivery of the service.
Finally, as desired, we can support your team in the "go live" commercialization process of rolling out the service. In this capacity, we can help to monitor the service's reception and its results, and if needed help you with further refining the service model and its training.
Having been involved in the development of this service, we can also use this as an occasion to help you define the next generation of the service. We are pleased to remain involved with your business as you seek to continuously evolve your service offerings and find new opportunities for innovation in your markets.
To learn more about engaging us for the design of new service innovations, refer to our Design Engagement page.