Choosenick. Notes and observations on service design, as well as other interesting things/thinking. By Nick Marsh.

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Idris Mootee on Service vs Experience Design

Idris Mootee has written a slightly rambling post over at his blog on the difference between service design and experience design. He comes to the standard Eversonian conclusion that you can't design experiences - you have them, and you remember them, but you can 'orchestrate' or 'choreograph' (or design!) service encounters, and he makes a nice connection to film making:

"Film director Howard Hawks once said that to make a great movie all you need are three great scenes and no bad scenes. Ok three great scenes, look at your company experience and see if you can identify three great ones."

An interesting idea - I like the simplicity of the method. He then goes on to explore the three idea further, urging us to think about the classic beginning, middle, end view of a service experience:

"This corresponds to what James Heskett calls “service bookends” in his book on Service Breakthroughs: The stage for the service experience is set in the first few minutes of the situation. Once the tone has been established, it is difficult to change a customer’s impression of what follows. Last impressions count too. That last few minutes of a service experience may cement the final impression of the event, which influences a customer’s willingness to make a repeat purchase or provide positive “word-of-mouth” selling to a potential customers. These first and last parts of the service encounter are the “service bookends.”

This is something I first read about in The Paradox of Choice. I like the idea of a simple service design rule of three - three great touchpoints at the three key moments in the service journey will create lots of happy customers!
March 30th, 2008 / Tags: servicedesign / Trackback / Comments