I came across this paper recently, it is part of Daniele Catalanotto database of service design research. (he has put together 900 papers in a database)
The paper by Patricio et al (2011) "Multilevel Service Design: From Customer Value Constellation to Service Experience Blueprinting"
The expansion of complex service systems presents new challenges for service design and necessitates the development of new methods.
The Multilevel Service Design (MSD) approach is proposed as an interdisciplinary method for designing these intricate service systems.
MSD is comprised of 4 steps:
Step 1: Study the three levels of customer experience Qualitative Study and Quantitative Study
Step 2: Design the service concept Understand the value constellation experience Design the service concept with the customer value constellation
Step 3: Design the service system Understand the service experience Design the service system architecture Design the service system navigation
Step 4: Design the service encounter Understand the service encounter experience Design the service encounters with the service experience blueprint
MSD integrates insights from new service development, interaction design, and service design to enable the integrated development of service offerings at three hierarchical levels.
These include designing the firm's service concept, the service system architecture, and navigation, as well as designing each service encounter.
MSD contributes a holistic service design approach that recognizes the collaborative nature of customer experiences and enables experience integration throughout the service design process.
This is the premise of the paper, and while it is a bit old (2011), I wonder how much of it, or the essence of it is being used in designing better experiences, that are more in line with Journey Map Operations or Journey Management.
I of course would introduce behavioral insights as part of the disciplines used, but now I want to hear from you all as service designers.
1) Do you read and use papers like this to inform your work? 2)Does this MSD approach/ or something like it make sense and do you apply it in your work? 3)Are there other ways you approach this, to be able to operationalize journeys and deliver experiences?
Marc Fonteijn Marc Stickdorn Graham Hill Thomas Braun Thomas Wilson Megan Miller Erik Flowers Jim Kalbach Andy Polaine Pete Fossick Wim Rampen Nikola Spadina Peter Horvath Piera Mattioli Inge Keizer
I would love your insights, as you are all designers I highly admire ( I'd tag more of you, but happy to start the dialogue with this group)
#servicedesign #behavioralscience #digitaltransformation