Service design

Presented By
Anoop A S
Anoop M S
Azif R S
 What is Service Design?

Service Design is the activity of planning and

organizing people, infrastructure, communication and
material components of a service, in order to improve
its quality, the interaction between service provider
and customers and the customer's experience.
Service design
Service design is an innovative and emerging
discipline.

Today, almost every business is a service business.

How service companies bring innovation to life
depends first on their definition. Pure services cover a
wide range and heterogeneous field ranging from low
volume retailing to highly interactive digital interfaces.
High volume, also technologically enabled activities
like telecommunications, utilities, banking and
insurance.
Service design-importance

 it helps to solve problems.

 it makes something intangible
 it helps our clients visualize what they need
 it gives a name to what we do already
 we can get paid more
Service Design-Stages
Every service design starts with an idea. the stages
since consumption of idea till the commercialization
stage can be outlined as follows:
1. Idea generation
2. Feasibility study
3.Preliminary design
4. Service Process design
5. Final design
6. Skill requirement analysis
1.Idea generation
As competitive pressures mount in an increasingly
liberalized economy, service firms will have to design
new service offers that closely identify with customers
aspirations.

 Take what can be learned from pure research(general

scientific knowledge with no commercial uses)
 Engage in applied research (specific scientific
knowledge that may have commercial uses)
 Work towards the design and development of new
services and facilitating goods
2. Economic and technical feasibility
studies
This is basically a screening stage.
where certain unfeasible ideas are rejected.
Feasibility studies determine the advisability of
developing a service option. If the initial feasibility
studies are favorable, a prototype of the service is
prepared
Performance testing and redesign of the prototype
3.Preliminary design

Preliminary design is the process of designing the

service product that is proposed. It is usually devoted
to developing several alternative designs that meet the
conceptual features of the selected opinion
4.Service process design
The service option, proposed as preliminary design,
will have an accompanying process of creation and
delivery.

A good service design should exhibit low cost, reliable

quality, superior performance, flexibility of capacity,
and the service features with the intended production
infrastructure

The service process design should be a dynamic

process
5. Final design
Final design include the complete specifications,
documentation, infrastructure layouts, and
specifications etc.,which provide the base for full scale
operations.
6. Skill requirement analysis
Services are mostly intangible
For developing the service we should analyze the
requirements in terms of human resource volume and
skill requirements.
Applications of service design
Service Design in Marketing and Management
Marketing and design has always mediated between
the organization and the client.
Marketing mostly operates from an organization
pespective design on the other hand mostly works
from a client perspective
Service design integrates management, marketing
research and design.
In marketing service design applications mainly comes
in the field of branding, price, promotion
Service design in public sector
In the last few years, the public sector has expanded,
with new investments in hospitals, schools, cultural
institutions and security infrastructures. The number of
jobs in public services has also grown. Such growth is
also associated to a large and rapid social change, that
is calling for a re-organization of the welfare state. In
this context governments are explicitely considering
service design for the re-organization of public
services. 
Service design in Banking sector
Understand stakeholder concerns relating to system operation for
programmes and bids, including such things as performance, availability,
monitoring, reconciliation, business continuity and disaster recovery 
- Document the Service Design aspects of the solution including the high
level operational principles and processes 
- Liaise with external suppliers and internal teams to ensure that the
Service Design is acceptable and will deliver within agreed service
levels 
- Provide technical authority and governance of operational aspects
across the lifetime of the project
- Participate in the sales process including requirements gathering,
specification and presentation of the solution 
- Contribute to the architecture governance process by the development
and review of appropriate standards, templates and guidelines 
 Service design Benefits

Service design work across both the organization and

the clients. Therefore service design benefits the
organization and the clients at the same time. The
benefits that it delivers to clients have a positive effect
on organizations as happy and satisfied clients are the
ultimate goal of any organization.
Major Benefits
1. True understanding of market needs
2. Higher value with the resource available
3. Changes organizational culture
4. New perspective on future developments
5. Higher effectiveness
6. Better efficiency
7. Connect organization and client
Conclusion
Service design is a most important activity of all
organization. From developing a good service design
the customer satisfaction will increase and also the
goodwill. Mainly the banking, insurance, education,
hospitality in those industries the importance is very
high… so through a good service design the benefit
will get customer also the organization.