Creating a Service Design Loop is key to success

In today’s world, you always come across two words, UX Design and Service Design. But how they are related or how they are different from each other.

UX Design is really buzzing a lot these days, every company wants to enrich their business and products with the help of UX Design. It simply focusses on user needs and pain-points. It tracks the customer journey while he is using the product and finds out his emotions or satisfaction score. It helps in creating a long term relationship between the product and the user. Every designed artefact has an end-user to consider.

Don Norman coined UX Design term:

“I invented the term because I thought human interface and usability were too narrow. I wanted to cover all aspects of the person’s experience with the system including industrial design, graphics, the interface, the physical interaction, and the manual.”

How are they different
The difference between UX design and service design is the difference in the nature of the design problem that they are trying to solve. UX designers typically solve problems that are married to an individual product, or to individual “touch-points”.

While service designers are interested in users’ experience of individual touch-points, they are also interested in how those touch-points are connected, how people move around service, and what is the experience of the whole journey. Service designers focus on the perspective of the end-user and responsible organization for running the service.

Service design is interested not only in touchpoint-level UX, but also in the “big picture” of how the system functions holistically to deliver a service.

How we use it at Intelligaia

Here in intelligaia, an innovation firm at Panchkula, India we develop such experiences which help big industries to shape up their services; it helps create better affinity with their users. We create Service Design Loops which help to target all the user touchpoints and each touchpoint represents one step in the customer journey, and each pocket represents different aspects of the service’s operation. A fully populated Service Design Loop includes both the customer-facing touchpoints and all the service’s “backstage” elements.

These kinds of loops help to create an eco-system or big picture for the user and the organization which is offering a service.

Service Design includes the stages where the user will adopt the service, use the service, take advantage of the service and keep on using it in the future. The entire purpose of service design loop is to ensure that all the different elements across all touch-points are not designed in isolation. The loop leads to the design specifications for each touchpoint and acts as a way to orchestrate them all.

The above Design Loop is designed for a License Management App which helps cisco sell licenses and track consumptions of it. It helps the organization to track the over usage and under usage of licenses and they can act accordingly. It comprises of the whole licensing environment, Pre-Sales and Post-Sales service for Cisco sellers and Customers.