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What is service design?

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Are you bothering about what service design is? This is the concept behind service design. This process consists in creating and optimizing services in such a way that they are best suited to the client’s needs. Communication between the seller and the buyer is extremely important at every stage. Service design is therefore important both in the context of one-off purchases and regular use of the offer. Can designing services be used in e-commerce, i.e. typically commercial activities? It turns out that yes!

Service design goals

Do not be confused by the term service design – it is not the same as user experience, although initially the topics may seem similar. Both are related (since their purpose is to care for the customer or user) but relate to slightly different considerations. What is service design in practice and what are its goals? As we mentioned earlier, designing services in such a way that the entire process is pleasant and well remembered for the customer, even if it is a one-time purchase. It is worth noting that service designit can be used on websites – and even in online stores. Service design includes pre- and after-sales care, customer service, and all other seller-buyer processes that lead to sales.

The goal of service design is not to sell directly, but only to support it with an appropriate strategy and various techniques. The result of such designing is consumer satisfaction not only with the service, but the entire transaction process, from the first contact with the store, to the finalization of the order. What is service design on websites and in e-commerce? It is efficient communication with the user. Designing services takes into account both active and constantly returning consumers, as well as people considering taking advantage of the offer.

Lack of service design can lead to disinformation and communication problems. In line with the design of services, the entire organization becomes adapted to the client’s needs to ensure the best experience from the order fulfillment process. As you can easily deduce, this strategy was created with service companies in mind, but the advancement of technology has made it also relevant in the context of online stores that offer products.

What is service design?

A recipe for an excellent service design

Service design will look different in each organization . However, there is an excellent diagram of how to approach service design. Thanks to them, the preparation of an appropriate strategy will become much easier, and the final effect will bring the expected effect. An experienced specialist with knowledge of UX should be responsible for the implementation of service design in an organization. Here are the four steps that go into a recipe for designing the perfect service.

Diagnosis – The first step in identifying the problem. How can the service be improved? What does a potential customer expect? How can you ensure a pleasant experience resulting from a specific service?

Concept – finding the right solution, or concept. What tools and solutions will work best when designing and optimizing the service?

Implementation – the prepared concept should be implemented.

Optimization – usually even the best concept requires optimization and testing. Service design is not a one-off project, but regular care for customer needs.

All steps that make up the perfect recipe for service design are user-oriented. An organization that wants to provide a service must know the needs of its potential customer. Website owners have a wide range of opportunities in this matter – basic data about the community is provided, among others, by Google Analytics.

When was the last time you changed the look and functionality of your website?

How to build and implement a service design strategy?

The implementation and optimization of the strategy requires understanding the users’ needs. Which target group are you most interested in? Who is your average customer? To determine this, you can prepare a comprehensive Personnel and design a Customer Journey Map. If possible, use Heatmap, i.e. a heat map. It will allow you to better understand the intentions and behavior of Internet users. Service design can be based on many techniques known in UX, for example A / B tests, surveys, opinions, and even usability tests. Designing a service gives you a lot of freedom, but it always has exactly the same goal. How you achieve it is entirely up to you. The preparation of the Customer Journey Map will allow you to clearly verify the points of contact between the user and your brand. This is an important componentservice design . The previously mentioned contact points should be designed as best as possible in terms of the user experience.

Do you want to know what service design on a website is in the context of practical solutions and examples? Designing services may be based on the implementation of innovative technologies that are used, inter alia, for customer service and after-sales communication. When browsing various websites, we often come across chats with the customer service department. Thanks to them, communication between the buyer and seller is very simple and pleasant at the same time. In the context of e-commerce, an example of service design may be informing customers by e-mail or SMS about the status of the shipment – from the moment of sending to delivery. The design of services also includes a pro-consumer return or complaint policy, created with customers in mind.


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