A service is an intangible experience process, and users complete a sequence of interactions with objects in a specific environment with a certain level of goals (clear goals, semi-precise goals, and no goals) . The sequence is the operation (experience) process generated by the user in order to complete the goal in a specific environment.
Norman calls this sequence " intent and concrete action " in action theory . If I'm sitting on the sofa reading a book, it's getting late and the light is getting dimmer; I need brighter light ( goal: get more light ); my goal turns into intention : turn on the lamp; but I still You need to know how to move your body, how to reach for a switch, and how to use your fingers to press the switch without being knocked over by the lamp. Turn the target into an intention, and then turn the intention into a sequence of actions , first get up and walk in front of the lamp -> find the lamp switch -> press the switch button -> the light is on, the goal is completed.
In life, we can find many cases about " process ", such as b2b data housing agencies and hospitals will show their specific service processes.
What is Service Design – Using Design to Improve Service
Although the service process can be seen everywhere, we still encounter various problems in our life: "Because the actual house listing does not match the photos, we have consumed a lot of energy in finding a house for no reason", "DiDi's positioning deviation is too large, At the same time, there are no important building signs that cause the driver to cancel the order", "Entering the barber shop, the barber recommends you to make a big wave, and at the end of the checkout, it is found to be a real wave", "I think there is too little food, I want to add more, and I am told to add more. 3 bucks".
Since many organizations and institutions have already visualized their services, why are there still various problems? It is because they lack consideration of service details, resulting in macro-feasible service strategies (processes) that cannot withstand the consideration of actual scenarios, leaving users in hot water.
How to avoid these problems?
Service design : We need to improve the service process by means of design, help the service provider to predict the scene problems that may be encountered under the process in advance, and trigger the corresponding response mechanism.