What is Service Design?
Service Design is an approach to creating intentional, holistic, end-to-end interactions between customers, users, and the employees that deliver the service. A positive service experience happens when your organization, or back of house, is orchestrated to create meaningful front-of-house customer experiences. Bringing together thoughtful intentions and consistent delivery across numerous touchpoints is the central goal of Service Design.
Through multi-channel research and service design processes, Highland can help your organization bring clarity, shape, and structure to your new or existing service models in order to deliver more innovative, engaging, and useful services to your customers.
How is Service Design Valuable?
Uncover Your Service Ecosystem
As a service provider, understanding the distinct mindsets, archetypes, or personas of your target customer & user groups is at the heart of serving a customer journey in the right way to meet their needs. Using service design thinking, Highland can help you:
Conduct design research that captures a picture of your current service ecosystem
Understand unique front-of-house customer needs as well as back-of-house employee needs
Create customer journey maps that capture the entire lifecycle of your users’ experience
Generate principles & directives that ground the service and unlock new interactions for improved satisfaction and experience
Design Meaningful Services
By leveraging service principles in service design and user experience design, organizations can improve their customer experience or even create new services. Our team uses iterative research and design tools to:
Design key service touchpoints & interactions across the customer journey that improve experiences for your customers/users and helps align employees to shared service goals
Iteratively prototype and test improved workflows across front-of-house and back-of-house, employee actions, and products & technology used
Create a service map or service blueprint to align and inform your operational, business model and organizational design efforts.
Implement Impactful Experiences
Thoughtful service design ultimately leads to innovation within an organization, thereby creating an impact on the customer as well as the employees who deliver them. Through service design implementation, you have the ability to:
Deliver more user-friendly touchpoints, interactions, and support actions that result in better personalization, loyalty and long-term value for customers
Use findings from research and service design to improve or transform employee experience and brand identity
Establish key metrics to ensure that front-of-house, or front stage experience and back-of-house operations align with customer and stakeholder expectations
How we do it
All of our research and design methods relate to whether or not the user's context is accessible to us and the length of the behavior that we are interested in designing for.
For Service Design discovery, we use a wide range of research and design methods to observe user behavior across numerous interactions and touchpoints that constitute the end-to-end service experience. While qualitative methods allow us to dig deeper into specific touchpoints, quantitative methods are effective for a holistic overview of user experience.
"We wouldn’t be achieving our business goals without Highland. Everyone on their team was very clear on what we set out to do. We worked with an incredibly high-caliber group."
- Jill Cole Mesaros, Director of Membership at Thrivent Financial