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Posted by superadmin on 24/07/2013 03:05 in 2013

Story: Kanchala Navanugraha

Service Design is, in essence, an experience design. Therefore, Understanding what happens to customers can provide business owners and designers a tool to set up a more effective service. This article will then be introducing ‘experience’ in this field.

According to Service Design: From Insight to Implementation, there are 4 types of experience, which are;

  • User Experience – an interaction between service user and a set-up system. Nowadays, it generally refers to the relationship between human user and computer, which widely ranges from language to website and mobile application interface.
  • Customer Experience – an overall exposure buyer receives from buying a product or service. Although ‘User Experience’ and ‘Customer Experience’ at a first glance seem to have a similar meaning, they were termed separately. This is because in some cases users are not customers. For example, when a ticket is booked via a box office (or ‘counter service’, as called in Thailand), a user (operating a computer) is a booking clerk not a customer. But in other situations, such as buying online products or in a self-service store (buyer operating their own machine), User Experience and Customer Experience can be the same thing.
  • Service Provider Experience – an experience which belongs to an operating member or staff. In creating effective business, facilities and services should be built and designed for them as well. However, sometimes service user and service provider can be the same person. For example, a nurse is a service provider to patients and doctors, but at the same time, he or she uses hospital’s infrastructure such IT system or cafeteria.
  • Human Experience – Some businesses are more than just exchanging money and resources but it involves with human emotions and existence. This level of experience is essentially important because it will influence how one feels about the brand, also it can decide the level of success for a business. An unsuccessful service design, giving negative Human Experience, can bring about a long-term effect, such as, the client leaving for another brand.

Customer’s Expectation and Service Design

Apart from experience itself, another key factor affecting client’s judgment is their expectation. Service designer must therefore also manage customer’s expectation. It is advised that service designers consider the following issues;

Firstly, the gap between expectation and a real experience must be managed. They have to be as close to each other as possible. If the service is moderately delivered but customers are misled and expect exclusive treatment, the whole experience can possibly turn negative.

Moreover, experience should be provided with consistency. Giving an exceptionally ultimate treatment can bring satisfaction. But it will be short-lived, if the customer does not receive the same quality of service again in their next visit. Therefore, linear and predictable service is recommended. However, up-and-downs can be added, but it should be in a controllable level.

Lastly, all service touchpoints, e.g. call center, company website or application, must work in harmony. For example, language and visual communication must be designed in the same direction.


Story: TCDC

The shortage of resources…

The increased number of senior citizens…

The relocation of world’s economic centre…

Story: TCDC

Through archives and records of our actions, the evidence of our existence is embedded in the data. On the other hand, the data also influences how we see the world and resulting into our actions. A tweet by Lev Manovich, a media theorist, stated that, “19th century was defined by the novel, 20th century culture by the cinema, the culture of the 21st century will be defined by the interface.” This notion may become true to the extent. So could the interface such as data visualisation improve our understanding of the reality of the world? Could it be used as a tool for knowledge cultivation?



Story: Atipong Amornwongpeeti

Heard of a Zipcar? Own a Nokia phone? Chances are that at least a couple of products and services you have been in contact with bear the fingerprint of Chris Downs, a brilliant mind who trailed the blaze for service design. However, as the field has garnered more disciples, this pioneer, now a Principal at Method, has forsaken the foundation assumptions of service design he formulated in its early days for a new vision that gives a new role to insights and better suits the current landscape.


Story: Sommanassa Ngernsa-ard

Professor Andy Miah’s interest has expanded extensively beyond his degrees in Science, Bioethics and Medical Law to other topics that concern emerging technologies and human enhancement. Basically, he advocates the use of technology to enhance humans, individually and socially. His books, lectures and articles usually advocate people to ponder about future of humanity beyond the current context so as to design it without restricted boundaries. His project #media2012 inside the mega event such as Olympics, for example, was also targeted to enhance humans socially with the power of digital media and citizen journalism. This article will seek to provide an insight to those innovative ideas that are centred around humans.