We hear a lot of talk about digital transformation, but that isn’t just about moving services online – or it shouldn’t be – and it’s certainly not the only time an organisation should consider service design. We run through a few of the potential triggers here.
Whenever an organisation plans to launch a new service, it makes sense to use a service design approach – first, identify the audience; next understand their needs and wants; consider any organisational factors that are relevant; then design a service that works for both the organisation and the audience. Often we hear that ‘the audience research was done X years ago by department Y but is still relevant’ – are you sure? Things move quickly, especially with regard to mobile adoption and consumer comfort with doing things online. It is always useful to revisit audience research to ensure it is up to date and meaningful for your problem.
Many organisations want to move services online, for myriad reasons – some customer driven, some internally driven e.g. the need for cost savings. Whenever we are tasked with this kind of brief, we always ensure that consideration has been given to the whole audience – especially what will happen for those that cannot or simply will not access online services.
Let’s not beat around the bush – this often means managing complaints, especially these days when people are quick to turn to social media with their frustrations – but when handled well, that is a fantastic opportunity to get vocal service users onto your team and turn them into advocates for your brand or organisations.
We’ve seen a great many tenders come out because an organisation is coming to the end of a large IT contract or the lifetime of some software, and need to procure something new. They’ve done their investigation, and had a business analysis note down all the different things that the software needs to do.
But does it really need to do what the last piece of software did? This is a brilliant time to get a service designer on board, to look at where process efficiencies can be made or completely new ways of doing things. Yes – this is a much more strategic approach, but gives the opportunity for true transformation, for both the organisation and their customers.
This point keeps coming up, but in these days of austerity and with the current uncertainty around a Brexit, it is on everyone’s minds. Service Designers can help you break thinking out from ‘what we’ve always done’ to ‘how it could be done’, and unhampered by expectation and organisational politics, can come up with some truly ground breaking ideas to not only help you save money but create operational efficiencies and more.
There are definitely more examples – do let us know what we’ve missed!