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12 April 2022
User Experience
Customer Journey maps, persona’s, user research, prototyping, design sprints …are just a few of the fancy buzzwords designers like to throw around these days. And rightly so, because each of these can bring great added value to grow your business. However, it can get confusing to know exactly what you need and most importantly… where to start. Good thing you came to the right place!
Today, we unravel some of the mysteries related to service design and UX design. After this article, you will have a better understanding of why these two disciplines go hand in hand, how they differ and when to focus on which discipline to create or improve your service/product. We can already tell you, to create a well-thought-out service you both need service and UX design. But first, let’s dive deeper into the different disciplines.
“If service design would be a novel and UX design would be a crucial chapter in that novel, both would be unpleasant and unclear to read without the other.”
What is Service Design?
“A service designer is focused on identifying how touchpoints work together, from both the perspective of the end-user, and those responsible for running the service.”
A touchpoint is a segment that is part of the overall operation of the service. An example could be a website, a digital app, a physical product …
A service designer holds into account the design of the service so that it meets the needs of the customer, but in addition he will also hold into account the general interactions of the end customer with the organization or brand and all the service-side users.
A short example:
You need to shop for groceries but you’re also short in time because you need to pick up your kids from school. Suddenly you remember the new service of Gorilla’s where you can shop your food online and have it delivered at home in under 20 minutes. Win-win, because now you can order anything you need while waiting at the school of your kids and the groceries will be delivered by the time you get home.
In this case, a service designer would:
Define the best way to translate the business proposition into a service / product-service
Define the needs and wants of all the stakeholders including the customer and service-provider
Define a map of the overall design system including all necessary touchpoints
Define the connection between the different touchpoints (E.g: application, delivery, confirmation e-mail, …) with regard to efficiency, business goals, user needs, durability, etc…
Map out the service using a service ecology, blueprint and/or user journeys
Keep track of the micro (touchpoints) and macro (system) design process
Quite a lot they got on their plate, no? If you incorporate service design, you can be sure every inch of your business is going to be turned inside out to reach your set goals. However, is this approach the one you (always) need? Let’s take a look at where UX design comes into the picture.
What is UX Design?
“UX design is the design of an experience that a user has while interacting with a business or a service. This can be translated into digital or non-digital products and relates to the individual touchpoints we explained a bit earlier. Examples could be a website, an application, a manual or a physical product in general.”
A UX designer will make sure the needs of the user will be prioritized in the design process. Their main focus is to minimize the cognitive load and decision-making time of users.
Thinking back to our previous example of shopping for groceries, a UX designer would:
Define the needs and wants of the user
Define the requirements regarding the touchpoint the user interacts with (E.g: the Gorilla’s application)
Define worries, problems or other obstacles the user might experience
Define the user’s goals
Define the specific actions the user needs to do to achieve these goals
Design wireframes accordingly to the acquired insights
Prototype and test these wireframes for validation and/or optimization
As you can see, UX designers will focus more on one specific user context and make sure every single detail is addressed and designed to guarantee an optimal experience.