Service Design by Andy Polaine, Lavrans Løvlie and Ben Reason

Last updated: Jul 22, 2023

Summary of Service Design by Andy Polaine, Lavrans Løvlie and Ben Reason

1. Understanding the Service Ecosystem

One of the key takeaways from the book is the importance of understanding the service ecosystem. Service design goes beyond just designing individual touchpoints or interactions; it involves understanding the entire system in which the service operates. This includes considering the various stakeholders, their needs and motivations, and the interactions between them. By mapping out the service ecosystem, designers can identify opportunities for improvement and innovation, and ensure that the service is designed to meet the needs of all stakeholders.

For example, a service design team working on improving the customer experience of a retail store might map out the entire ecosystem, including the customers, store employees, suppliers, and even the physical store layout. By understanding the interactions and dependencies between these different elements, the team can identify pain points and opportunities for improvement. This holistic approach to service design helps ensure that the final solution is not only user-centered but also considers the needs and constraints of the entire ecosystem.

2. Co-creation and Collaboration

The book emphasizes the importance of co-creation and collaboration in service design. Service design is not a solitary activity; it requires input and involvement from various stakeholders throughout the design process. By involving stakeholders from different backgrounds and perspectives, designers can gain a deeper understanding of the service and its users, and generate more innovative and effective solutions.

Co-creation involves actively involving users and other stakeholders in the design process, allowing them to contribute their insights, ideas, and feedback. This can be done through workshops, interviews, or other participatory methods. Collaboration, on the other hand, involves working together with other designers, researchers, and stakeholders to collectively solve problems and create solutions.

By embracing co-creation and collaboration, service designers can tap into the collective intelligence and creativity of the entire team, resulting in more impactful and successful service designs.

3. Designing for Emotion

Another key takeaway from the book is the importance of designing for emotion. Service experiences are not just about functionality and efficiency; they also evoke emotions in users. By understanding and designing for these emotions, service designers can create more memorable and engaging experiences.

Designing for emotion involves considering the emotional journey of users throughout their interaction with the service. This includes understanding their initial expectations, the emotions they experience during the service encounter, and their overall satisfaction or disappointment. By mapping out this emotional journey, designers can identify opportunities to enhance positive emotions and mitigate negative ones.

For example, a service design team working on a healthcare app might focus on designing a user interface that evokes feelings of trust, comfort, and reassurance. They might use calming colors, friendly language, and intuitive navigation to create a positive emotional experience for users. By designing for emotion, service designers can create experiences that not only meet users' functional needs but also leave a lasting positive impression.

4. Prototyping and Iteration

The book emphasizes the importance of prototyping and iteration in service design. Rather than relying solely on theoretical models or assumptions, service designers should create tangible prototypes and test them with users to gather feedback and insights.

Prototyping allows designers to quickly and cheaply test their ideas and concepts, identify potential issues or improvements, and refine their designs. It helps bridge the gap between abstract ideas and real-world implementation, allowing designers to learn from failures and make informed design decisions.

Iteration, on the other hand, involves continuously refining and improving the design based on user feedback and insights. It is an iterative process of testing, learning, and refining, which helps designers create more user-centered and effective solutions.

By embracing prototyping and iteration, service designers can avoid costly mistakes and create solutions that truly meet the needs and expectations of users.

5. Service Blueprinting

Service blueprinting is a powerful tool introduced in the book that helps visualize and understand the various components and interactions within a service. It provides a detailed and holistic view of the service, including both the front-stage and back-stage processes.

A service blueprint typically consists of several layers, including the customer journey, the actions and interactions of employees, the physical evidence, and the underlying processes and systems. By mapping out these different layers, service designers can identify potential bottlenecks, inefficiencies, or areas for improvement.

Service blueprinting also helps designers understand the dependencies and interactions between different components of the service, allowing them to design more seamless and integrated experiences. It provides a shared language and visual representation that can be used to communicate and align stakeholders throughout the design process.

6. Designing for Service Moments

The book highlights the importance of designing for service moments, which are critical touchpoints or interactions that have a significant impact on the overall service experience. These moments can be positive or negative and can greatly influence how users perceive and remember the service.

Designing for service moments involves identifying and prioritizing the moments that matter most to users and designing them to create positive emotions and memorable experiences. This requires a deep understanding of user needs, expectations, and pain points, as well as the ability to anticipate and respond to them in real-time.

For example, a service design team working on a hotel experience might identify the check-in and check-out processes as critical service moments. They might focus on designing these moments to be efficient, personalized, and welcoming, ensuring that guests feel valued and cared for.

By designing for service moments, service designers can create experiences that leave a lasting impression on users and differentiate the service from competitors.

7. Designing for Sustainability

The book emphasizes the importance of designing for sustainability in service design. Service experiences have a significant impact on the environment, society, and economy, and designers have a responsibility to minimize negative impacts and maximize positive ones.

Designing for sustainability involves considering the entire lifecycle of the service, from production to consumption to disposal. It includes reducing waste and resource consumption, promoting social equity and inclusivity, and supporting local economies.

For example, a service design team working on a food delivery service might focus on designing packaging that is recyclable or compostable, promoting local and sustainable food sources, and ensuring fair wages and working conditions for delivery workers.

By designing for sustainability, service designers can create services that not only meet user needs but also contribute to a more sustainable and equitable future.

8. Measuring and Evaluating Service Performance

The book highlights the importance of measuring and evaluating service performance to ensure that the designed solutions are effective and impactful. Service designers should not only focus on the design process but also on the outcomes and impact of the service.

Measuring and evaluating service performance involves defining clear metrics and indicators that align with the goals and objectives of the service. This can include quantitative metrics such as customer satisfaction scores or service usage statistics, as well as qualitative feedback and insights from users.

By continuously measuring and evaluating service performance, designers can identify areas for improvement, validate design decisions, and demonstrate the value and impact of their work. It also helps create a culture of learning and improvement within the organization.

Overall, the book provides actionable insights and practical guidance for anyone interested in service design. It emphasizes the importance of taking a holistic and user-centered approach, involving stakeholders throughout the design process, and continuously iterating and improving the design based on user feedback and insights. By applying these principles and techniques, designers can create services that are not only functional and efficient but also memorable, sustainable, and impactful.

Related summaries

• Designing for Service by Daniela Sangiorgi and Alison Prendiville
• This is Service Design Thinking by Marc Stickdorn and Jakob Schneider
• Service Design by Andy Polaine, Lavrans Løvlie and Ben Reason
• Service Design for Business by Ben Reason, Lavrans Løvlie, and Melvin Brand Flu
• Service Design Patterns by Robert Daigneau
• Service Design and Delivery by Andrew Polaine, Lavrans Løvlie, and Ben Reason