Service Design: From Insight to Implementation

New sales: increased acquisition of new customers
Longer use: increased loyalty and retention of customers
More use: increase in revenue for every customer
More sales: increased sales of other services from the same provider
More self-service: reduced costs
Better delivery processes: reduced costs

We suggest that user experience in this context is primarily concerned with tasks, short time frames, and interactions with nonhuman touchpoints.

We can break these down into the following four categories:

User experience: interactions with technologies
Customer experience: experiences with retail brands
Service provider experience: what it is like on the other side
Human experience: the emotional effect of services (e.g., healthcare) that impact quality of life and well-being

FIGURE 5.14
A customer journey map

row of the blueprint represents a channel of touchpoints ().

Break down the main phases—Aware, Join, Use, Develop, Leave—into smaller substeps if needed.

Detailed, step-by-step screens of a Web service sign-up process, for example, really belong in the set of wireframe documents that will specify this touchpoint later. Too much detail in a service blueprint can reduce its ability to provide a useful overview.

Aware: The point when the user first learns about the service
Join: The sign-up or registration phase
Use: The usual usage period of the service
Develop: The user’s expanding usage of the service
Leave: The point when the user finishes using the service, either for a single session or forever

Blueprints and storyboard sketches (more detailed explanations of touchpoints) are to service design what 3D sketches and wireframes are to product design and UX design. J

other services and the surrounding environment in which it operates.

FIGURE 5.7