Lesson 5

OPERATIONS MANAGEMENT
DESIGNING AND MANAGING SERVICE

C05
Learning Objectives:
 Understand the concept of service design

 Comprehend the challenges of service
innovation and design
 Be familiar with the different service design
principles
 Learn the differences among the types of
service setting
 Explain the necessity for service process
redesign, and
 Understand how service process redesign can
improve service quality and productivity
FIX ME
VISEREC GDESIN TORYSINGDRAOB

SERVICE DESIGN STORYBOARDING
STOMRBAINGIRN SIPHYLAC MLODES
BRAINSTORMING PHYSICAL MODELS
TURLAUCL ROPBSE HDOSAWNGI
CULTURAL PROBES SHADOWING
PTROPNGIOYT RVICESE TINSTEG
PROTOTYPING SERVICE SETTING
CONCEPT OF SERVICE DESIGN
Design is a term often related to the
physical structure or model or certain
products that is aimed to provide more
value, better efficiency, or enhanced
performance of goods.
The term also applies to services,

procedures, management styles, and
processes with the same purpose of
providing value to clients and generating
higher income for the organization.
Justify a premium Introduce a new
price 01
product
04 02
Apply innovative ideas

Motivate Employees and establish
03
and members of the competitive
organization advantages
Purposes of Designing
USER –
SERVICE CO-CREATIVE
DESIGN CENTERED
PRINCIPLES
Consider as well Service design
HOLISTIC the impacts on is first and
Although the design is how the design foremost
focused on the process can be created for the
customer, the
organization should not properly customers.
forget the idea that the communicated or Designs must
environment plays a big
role or influence on how
delivered through focus on how
well services could be the stakeholders customers
delivered. to maximize the expect how the
potential of the product or
SERVICE DESIGN PRINCIPLES
SEQUENCING EVIDENCING
Unlike tangible products and
In order to render the goods which can be physically
best service, proper scrutinized, services should
sequencing and timely somehow create a visual
expectation of the product.
delivery should be This would make the service
done, which may even establishment difficult to
increase the level of forget for it has created an
impact to the customers
satisfaction of already.
customers.
Different Types of Service Innovations
4
• Service Provision Innovation
3
• Service Innovation around
Customer 2
• Innovation Through Solution 1
• Service Innovation through

Interconnectivity
Blueprinting Services
Blueprinting is an illustration on
how services are rendered. It shows a
service design is implemented. It is a plan
that displays the interaction between
departments, or elements and activities as
part of one entity.
Blue print provides a tool to dissect
the different components and steps in the
process how the tasks were performed,
and proof of service based on actual
customer experience.
How the blueprints work?
Selected Methods and Tools for Service
Process
1.AFFINITY DIAGRAM
It is an analytical tool to
gather and organize
information from a significant
amount of mixed data
sourced from researches,
insights, concepts, diagrams,
and designs.
Process
2. BRAINSTORMING
It is a method to generate
ideas from a group of people to
solve a design problem. Under the
direction of a facilitator, member
of the group contribute ideas
freely to cover as many areas as
possible in search of best possible
design.
Process
3. CONTEXTUAL INTERVIEW
There is a collaborative
partnership between the
interviewer and the service user
to understand the behavior of the
user. In the interview, the
observation and interpretation are
discussed with the user is free to
correct or expand the
interpretation of the interviewer.
Process
3. DOCUMENTARIES
A tool used to provide
information at the initial
stages of the design process.
This method is a visual
representation of human
emotions and expressions
captured through film.
Process
4. EXPERIENCE PROTOTYPE
It is a simulation of
service to test new services
ideas or design for specific
physical touchpoints. It seeks
out whether the design is
applicable to the user or
identifies the area that could
possibly be improved.
Process
5. FOCUS GROUP
It is a setting of
deliberately selected people
who are participants of
discussion about a particular
topic which intends to bring
out their perception and
feedback to design ideas
Process
6. IMMERSION
It is a good source of
information since the
designer will have an actual
experience with regards to
emotions and social
interactions with the
community.
HOME ACTIVITY (30 points) LMS
Answer the following:
1.How do the challenges of service innovation and

design affect organization?
2.What are the guiding principles of service design?
3.What are the different methods and tools used to
analyze service process?

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OPERATIONS MANAGEMENT

DESIGNING AND MANAGING SERVICE

 Understand the concept of service design

VISEREC GDESIN TORYSINGDRAOB

The term also applies to services,

Apply innovative ideas

• Innovation Through Solution 1

• Service Innovation through

Answer the following:

1.How do the challenges of service innovation and

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