Principles of Service Design

Once in a while you come across a presentation that sticks in your mind. The one below is one of those, and discusses the principles of service design. I’ve looked around for a definition of “service design” in case you’re wondering what we mean with service design. I found one at the Service Design Network, who in turn refers to Birgit Mager from the Design Dictionary.  ’Service design addresses the functionality and form of services from the perspective of clients. It aims to ensure that service interfaces are useful, usable, and desirable from the client’s point of view and effective, efficient, and distinctive from the supplier’s point of view.’

The presentation is from Hugh Dubberly and gives Ten Principles of Service Design:

1. Value is in the experience
2. Experience = reputation = brand
3. Sending a message is not enough
4. Learning requires interaction
5. Conversation builds meaning
6. ServiceS must be seen as  wholes
7. Experience is a journey
8. Practice metadesign
9. Build Platforms
10. Take advantage of network effects

Enjoy.

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