{"id":144110,"date":"2020-12-30T14:00:06","date_gmt":"2020-12-30T11:00:06","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/is-your-product-suffering-from-service-design-issues-heres-how-to-find-out\/"},"modified":"2020-12-30T14:00:06","modified_gmt":"2020-12-30T11:00:06","slug":"is-your-product-suffering-from-service-design-issues-heres-how-to-find-out","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/is-your-product-suffering-from-service-design-issues-heres-how-to-find-out\/","title":{"rendered":"#Is your product suffering from service design issues? Here\u2019s how to find out"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a41009fdeb64\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a41009fdeb64\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/is-your-product-suffering-from-service-design-issues-heres-how-to-find-out\/#What_is_service_design_anyway\" >What is service design anyway?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/is-your-product-suffering-from-service-design-issues-heres-how-to-find-out\/#Red_flags_on_the_road_to_retention\" >Red flags on the road to retention<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/is-your-product-suffering-from-service-design-issues-heres-how-to-find-out\/#Discover_why\" >Discover why<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/is-your-product-suffering-from-service-design-issues-heres-how-to-find-out\/#Follow_the_paper_trail\" >Follow the paper trail<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/is-your-product-suffering-from-service-design-issues-heres-how-to-find-out\/#Take_a_hint_from_improv\" >Take a hint from improv<\/a><\/li><\/ul><\/nav><\/div>\n<p>&#8220;<strong>#Is your product suffering from service design issues? Here\u2019s how to find out<\/strong>&#8221;<br \/>\n<img decoding=\"async\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2020\/12\/icons8-product-design-problem-gq-796x417.png\" \/><\/p>\n<div>\n                                <i data-stringify-type=\"italic\"><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/builtin.com\/design-ux\/product-or-service-design\">This article<\/a><span>\u00a0<\/span>was written by\u00a0<span>Tiffany Hale<\/span> and originally published on<span>\u00a0<\/span><\/i><i data-stringify-type=\"italic\"><a rel=\"nofollow noopener\" target=\"_blank\" class=\"c-link\" href=\"https:\/\/builtin.com\/expert-contributors\" data-stringify-link=\"https:\/\/builtin.com\/expert-contributors\" data-sk=\"tooltip_parent\">Built In<\/a><\/i><i data-stringify-type=\"italic\">.<\/i><\/p>\n<p dir=\"ltr\">Failure is more than a rite of passage when working in <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a> \u2014\u00a0it\u2019s a guarantee. The failure designers and developers are comfortable with, however, usually falls into the cozy iteration cycle where it\u2019s \u201cOK\u201d to fail. Do users hate your proposed process flow? (No big deal, it was just a wireframe!) But the stakes are a little different\u00a0when products ship, code is live, and things don\u2019t go as expected.<\/p>\n<p dir=\"ltr\"><span>When the straightforward <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>lication of design thinking techniques lead to unexpected or undesirable outcomes, it may be time to ask yourself: Are you\u00a0designing for a productor a service?<\/span><\/p>\n<h2 dir=\"ltr\"><span class=\"ez-toc-section\" id=\"What_is_service_design_anyway\"><\/span><span><strong>What is service design anyway?<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p dir=\"ltr\"><span>To truly understand how to answer this, we need to take a closer look at the relationship between product design and service design. Product design,\u00a0according to the\u00a0<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.interaction-design.org\/literature\/topics\/product-design\">Interaction Design Foundation<\/a>, is the process of synthesizing user\u2019s needs with business goals to create \u201cconsistently successful products.\u201d Often, when thinking of such products, we look to wildly successful examples like the iPhone.<\/span><\/p>\n<p dir=\"ltr\"><span>However, technology need not be at the heart of a successful product design. The patent for the product we know as a paperclip was\u00a0<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/slate.com\/human-interest\/2012\/05\/the-history-of-the-paper-clip-it-was-invented-in-1899-it-hasnt-been-improved-upon-since.html\">filed in 1899<\/a>, and we can argue that it\u2019s still successfully meeting people\u2019s\u00a0needs over a century later.<\/span><\/p>\n<p dir=\"ltr\"><span>Service design is different from \u2014 but also often inclusive of \u2014 product design. The\u00a0<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.nngroup.com\/articles\/service-design-101\/#:~:text=Definition%3A%20Service%20design%20is%20the,)%20indirectly%2C%20the%20customer's%20experience.\">Nielsen Norman Group<\/a>\u00a0describes service design as \u201cthe activity of planning and organizing a business\u2019 resources (people, props, and processes)\u00a0in order to (1) directly improve the employee\u2019s experience, and (2) indirectly, the customer\u2019s experience.\u201d<\/span><\/p>\n<p dir=\"ltr\"><span>For an example of what service design looks like, let\u2019s examine the process of buying a cup of coffee for mobile pick-up. The mobile ordering app is often what we think of as the product design \u2014\u00a0everything from the in-app payment experience to the little ping on your phone when your drink is ready for pick-up to the digital receipt you flash at the barista to pick up your order. All this falls into the bucket of user experience design.<\/span><\/p>\n<p dir=\"ltr\"><span>Where does service design come in? Service design applies to the point-of-sale (POS) system that alerts baristas to new orders. It\u2019s the layout of the prep counter where the barista creates your drink. It\u2019s the markers on the floor that help you understand where to go for a mobile pick-up order, and the stanchions that separate you from the walk-in customers, and even the little alert that asks you to review your experience after you\u2019ve picked up your order. The success of service design and product design working in unison leads to the\u00a0satisfaction of that first sip of coffee.<\/span><\/p>\n<p dir=\"ltr\"><span>Discord between the two, however, can lead to some baffling trends in user behaviors, which can signal you may need to focus on the design of the service more than the direct design of the product.<\/span><\/p>\n<h2 dir=\"ltr\"><span class=\"ez-toc-section\" id=\"Red_flags_on_the_road_to_retention\"><\/span><span><strong>Red flags on the road to retention<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p dir=\"ltr\"><span>When it comes to identifying conflicts between a product design and the larger needs of a service design, data can offer big hints into an underlying problem. Glowing reviews of a product or application paired with high churn can signal larger issues at play in the experience.<\/span><\/p>\n<p dir=\"ltr\"><span>How would this play out in our coffee pick-up example?<\/span><\/p>\n<p dir=\"ltr\"><span>Let\u2019s imagine, instead of a streamlined, beautiful POS system that notifies the baristas of new orders, there\u2019s an antiquated printed receipt system that silently spits out a stream of new orders. The customer\u2019s experience would change drastically. The customer would receive an alert indicating the order is ready based on estimated completion timelines. The baristas, however, often get caught up in the hubbub of in-store orders, and mobile orders fall by the wayside.<\/span><\/p>\n<p dir=\"ltr\"><span>The customer now has to wait several minutes for their drink, sometimes doubling the expected pick-up time. While the app itself (the product) has a steady stream of new users and great reviews on the app stores for its slick interface, customers would still end up buying from a competitor and abandoning usage of the app.<\/span><\/p>\n<p dir=\"ltr\"><span>To remedy this experience,\u00a0<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.ideou.com\/blogs\/inspiration\/use-customer-journey-maps-to-uncover-innovation-opportunities\">user journey mapping<\/a>\u00a0is a must. Journey mapping in product design may focus on a single portion of a customer\u2019s experience. Journey mapping from a service design perspective extends this focus to all touchpoints that make the customer\u2019s experience possible. This holistic view often uncovers frustrations that live well outside of an app user\u2019s locus of control.<\/span><\/p>\n<p dir=\"ltr\"><span>It\u2019s important to remember that, even if a process inhibitor isn\u2019t directly reported by the customer, it affects their experience, perception, and usage of any singular product they interact with.<\/span><\/p>\n<p dir=\"ltr\"><span>In our coffee pick-up example, users may complain about long wait times, but the root of the problem lies with insufficient notification and tracking with the barista\u2019s POS. Improvements to the POS system, which clients never see, would cause downstream upticks in customer satisfaction and repeated app usage as drinks are delivered in a timely manner. Customers don\u2019t need to have full knowledge of the problem in order to reap the benefits of a great solution.<\/span><\/p>\n<h2 dir=\"ltr\"><span class=\"ez-toc-section\" id=\"Discover_why\"><\/span><span><strong>Discover why<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p dir=\"ltr\"><span>Another trend that could signify a need for service design engagement is low completion rates in tandem with an uptick in support inquiries. High engagement at the start of a process \u2014\u00a0like a healthy number of hits on the start button of a process flow \u2014\u00a0is a great indicator that your team has zeroed in on something your users truly desire.<\/span><\/p>\n<p dir=\"ltr\"><span>If, however, those same users hit barriers in the process, it\u2019s often easier for them to rely on your client representatives to achieve their goals. This trend can be particularly time-consuming to customers, who now have to seek out support to meet their needs, and to service representatives, who are now unintentionally providing production support for a feature.<\/span><\/p>\n<p dir=\"ltr\"><span>The\u00a0\u201c<a rel=\"nofollow noopener\" target=\"_blank\" href=\"http:\/\/www.liberatingstructures.com\/3-nine-whys\/\">nine whys<\/a>\u201d exercise\u00a0is a great\u00a0<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.business2community.com\/strategy\/use-9-whys-discover-purpose-team-02007933\">strategy<\/a>\u00a0to tease out the origin of these kinds of problems. It\u2019s not enough to ask why users didn\u2019t complete the process in your current product or system. Continual curiosity will help you identify their true preferences and the benefits they experience by circumventing the existing process. Lean on your user research partner or objective colleagues to facilitate neutral sessions with users and service teams alike. Be sure to listen to the user\u2019s<\/span><span> answers in the depth of the interview for innovative ideas that could inspire a unique fix to the current issues.<\/span><\/p>\n<h2 dir=\"ltr\"><span class=\"ez-toc-section\" id=\"Follow_the_paper_trail\"><\/span><span><strong>Follow the paper trail<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p dir=\"ltr\"><span>One of the biggest\u00a0red flags of the need for service design can be summarized in one word: workarounds. Product, development, and UX teams work tirelessly for months, often years, to bring certain products to life. Users who thwart systems to develop their own workarounds aren\u2019t evil or stubborn \u2014 they\u2019re in need. Any time a user deviates from a solution to create their own external process, it\u2019s an opportunity to expand the analytical scope.<\/span><\/p>\n<p dir=\"ltr\"><span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.nngroup.com\/articles\/field-studies\/\">Field studies<\/a>, specifically direct observation, are fantastic tools for understanding precisely where these workarounds come from. When you see your users relying on unofficial information sources, especially paper guides or sticky notes, that\u2019s a call to action. Record that information and find meaningful ways to bring it into the experience you\u2019re designing for them.<\/span><\/p>\n<p dir=\"ltr\"><span>The realities of\u00a0remote work\u00a0needn\u2019t eliminate this kind of research. Simply focus on meeting users where they are now. Shorter sessions with screen sharing and requesting photographs of workstations can still bring you close to your users while staying <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social<\/a>ly distanced.<\/span><\/p>\n<h2 dir=\"ltr\"><span class=\"ez-toc-section\" id=\"Take_a_hint_from_improv\"><\/span><span><strong>Take a hint from improv<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p dir=\"ltr\"><span>Chances are, your experience is playing a part in both the product design and service design worlds. As a UX designer, it\u2019s important to understand the scope of a project and the larger service model into which it fits. It may not be appropriate, or possible, for your team to take on everything. If the root causes should be addressed by other product teams, or fall into another department entirely, it can feel like moving a mountain to envision change.<\/span><\/p>\n<p dir=\"ltr\"><span>Instead of fretting about the limitations\u00a0\u2014 take a note from improvisation. Corporate boundaries or organizational limitations are simply information, and should not end collaborative conversations. Yes, the scope of your project has definitive boundaries, and that means it\u2019s a perfect opportunity to bust some silos and work in deeply collaborative ways. Yes, you only own so much of the code, and that means you can harness the knowledge of not one, but two teams of highly competent and creative tech experts to address the problem.<\/span><\/p>\n<p dir=\"ltr\"><span>And yes, it can be tricky to draw the line between product design and service design. And that means it\u2019s vital to employ strategies of both to deliver the greatest experience to your users today.<\/span><\/p>\n<p class=\"c-post-pubDate\">\n                                    Published December 30, 2020 \u2014 11:00 UTC\n                                <\/p>\n<\/p><\/div>\n<p><script data-src=\"https:\/\/connect.facebook.net\/en_US\/sdk.js#xfbml=1&amp;appId=378011798897423&amp;version=v2.6\" id=\"socialSrcFacebook\" type=\"text\/template\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMLG0nwswvr63Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\">For forums sites go to <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/forum.buradabiliyorum.com\/\" target=\"_blank\" rel=\"noopener\">Forum.BuradaBiliyorum.Com<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology category.<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/thenextweb.com\/growth-quarters\/2020\/12\/30\/is-your-product-suffering-from-service-design-issues-heres-how-to-find-out-syndication\/\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;#Is your product suffering from service design issues? Here\u2019s how to find out&#8221; This article\u00a0was written by\u00a0Tiffany Hale and originally published on\u00a0Built In. Failure is more than a rite of passage when working in technology \u2014\u00a0it\u2019s a guarantee. The failure designers and developers are comfortable with, however, usually falls into the cozy iteration cycle where&#8230;<\/p>\n","protected":false},"author":1,"featured_media":144111,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/img-cdn.tnwcdn.com\/image\/growth-quarters?filter_last=1&fit=1280,640&url=https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2020\/12\/icons8-product-design-problem-gq.png&signature=3a84d0668b0f1a46d4754f67383f271e","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-144110","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/144110","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=144110"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/144110\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/144111"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=144110"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=144110"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=144110"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}