Design

Bank on Service Design for a better customer experience

If you have been following the resurgence of design over the years, you’d know that the boundaries between requirements, processes and deliverables are now blurred. It is now possible to create anything that you want to and nothing is out of bounds.

The digital world is filled with countless delightful customer experiences. Companies are constantly pushing the limit of what’s possible and how better to meet the demands of customers. A truly-engaging experience is not only the norm but a differentiator for the companies to get ahead of their competition.

Customer experience is how users perceive, interact and engage with the companies and its products along the entire relationship lifecycle. All the interactions between the user and company along all the product touch points and communications is what shapes the customer experience. Companies are now focussing on all sorts of direct and indirect communications to bolster their customer experience.

So, how do you design for a better customer experience?

Designers have experiences, offerings, UI, and interactions to keep in mind. They should adhere with the product’s usability. Here are the nuances of different design elements:

Interaction Design: It is the in-depth design of a single user-facing touch-point.

Experience Design: It is a mix of various touch-points along a user’s journey.

Visual Design: It is concerned with the aesthetics. It aims at improving the brand’s recollection through design and helping the user experiences.

Service Design: It is the connection of experiences along user journeys. It is about conforming a product or service to a customer’s needs.

Service design is used to offer a better customer experience. It is a process that links the backend capabilities with the user experience. It is a holistic view containing all the capabilities of tech and design to deliver delightful experiences. Companies need to be aware of entire operations to create a unique experience.

We have found a few ways for companies to bolster the user experience using Service Design.

Fill the gap between functions

Let your different teams work in tandem. Conduct cross-functional sprints and walkthroughs. Working together helps the teams work together and bounce ideas off each other. You will be surprised at how making the teams work in tandems can help you deliver a better experience.

Create a service blueprint:

Designers create service blueprints for documenting the findings and listing down suggestions. Service blueprint explores the equation between user pain points, touch-points, business impacts, product limitations, tech limitations, etc. It all combines to create an experience that meets or exceeds the user’s expectations.

Look at the bigger picture: Service design doesn’t starts and ends with the product interaction of the user. It starts with the first interaction of the user with the company and encompasses all the future interactions that the user may have with your product. You need to think about the users in their daily walk of lives and all the possible use cases of your product for them. Deliver a good customer experience to the users even when they least expect you to think about them and they will become your brand ambassadors.

Use the best practices of service design to boost your customer experience and offer memorable user experiences.

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