David Boyd - Customer Service Design

Customer experience design/service design - David Boyd

- Design process applied to business problem
- Customer needs are evolving continuously - "business and customers are demanding more for less... and faster"

Ease customer needs - efficiency business need
Intersection between these two things is the market opportunity - where design comes in

NZ POST
The carriage of information
New ways of thinking and doing things to diff from other people in the market who can do that same thing - digitally, digital interaction 
- how can the make the parcels and delivery of the business and experience and part of the business 

Role of designer is changing from...

Designer as hero
-owns ideas
-seeks mandate
-peripheral to the business - separate to client
-process as IP
-Opaque

to... 

Design as facilitator
- seeks collaboration- working with clients
-embedded in the business
-shared process
-transparent
-sandbox curators - everyone can play and your role is to guide them and get the best outcome

Design process
-Empathy - understanding clients, their needs, morals, beliefs, etc
-Define the problem - look for trends, habits, etc which helps define the brief
-Segmentations - based around needs (like personas but more focused on the actually needs and range of users).
-Journey maps
-Pain map - problems
-Ideation - throw ideas around, people engaged
-Co-design - got people to design how they want systems to work, how it would suit the client
-Rapid prototyping - need to do stuff fast, get people building their ideas
-Prototyping - testing ideas and find out what problems 
-Proposition design - bring ideas to life and bring the experience to life to create an experience
-Implementation - given to designers to execute
-Evaluation - customer evaluation 

Design - build - test - refine

The design process should never end
- the customer need is always changing so you have to keep up
- creates more design opportunities for service design


Base your ideas on fact and research, make them feel comfortable and show them what they need