Service design is the activity of planning and organising people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service users and providers. At the heart of our approach is the understanding that service elements do not operate in isolation – wherever and at what point, someone is using a service there are potentially many touchpoints that impact their perception, comprehension or use of that service and will impact the outcome or experience of using that service. Our approach encompasses industry standard methods and seeks to investigate and improve the design of end-to-end customer services. Our specific focus is to understand how on and offline services interact to create the optimum customer experience whilst offering solutions to customer problems. As with all of our approaches we subscribe to the principle that a design is not finished until someone is using it. Our design methods available include: journey mapping, service safari’s, personas, service blueprinting, prototyping and business model canvas.
The benefits of service design
Service design can give you:
- An increased understanding of your customer-facing service, internal business process and actors
- Confidence that your external service is working well with internal processes
- An increased understanding of customer needs by starting customer-first
- Fewer organisational silos by designing service flows user-first
- The ability to retain the customer perspective throughout, particularly during the delivery of complex services.
Great ratings for TransUnion
Multi-national consumer credit reporting agency, TransUnion (formerly Callcredit), were reviewing their consumer-facing credit score reporting service, Noddle. They asked us to do a diverse program of research and insight gathering to help the planning of a marketing, product and future development roadmap.
We undertook a structured program of research including, the evaluation of previous research, a review of competitor activity, and analysis of conversion performance and social sentiment. This provided a crucial baseline and we used these insights to create a clear, next-step plan.
Online surveys, which included logic-based routing and targeted a broad age / gender / customer mix provided key findings that formed the basis of detailed tele-depth interviews to investigate particular feedback. Insights were gathered and assessed before we conducted more than 40 one-to-one user lab interviews across three UK cities.
The results of these labs allowed us to directly explore attitudes and perceptions of the brand and the market’s TV campaigning. Participants in this part of our research were asked to do specific tasks on the website while being monitored by eye / cursor tracking software and while answering interview questions. This allowed our team to better understand and explore Noodle’s users’ perception, motivators and barriers.
As a result of our service design, TransUnion implemented a number of initiatives, including a new promotion for cards and loans, that helped to drive a 20% improvement in overall performance.
We also achieved:
- A significant improvement in the mobile customer experience for the registration journey. This led to a considerable uplift in new customer registrations.
- A large increase in conversion. Customers that registered purchased products as a result of engagement in the new content.
- An uplift of new paid customer accounts in the first month - a great achievement for the business.