In a customer-centric approach, the main criteria for the quality of a product or services provided are considered to be the complete satisfaction of all user needs and compliance with their interests. These characteristics must be observed in all contacts between the buyer and the sales system. Service design technology will help with this.
Its main qualities:
focusing on the user;
joint creative work;
a sequence of actions rcs database that forms a step-by-step process of interaction with the client;
a single view of all user interactions with the company.
Specialists who work with this technology are called service designers . The process of design thinking is also aimed at customer centricity - this is a method of designing and creating products and services aimed directly at the consumer.
The terms "service design" and "design thinking" are sometimes used to refer to the same technology, but they can also be used as fundamentally different concepts. In this article, we offer the following interpretation of service design: it is an approach to work in which various tools are used to study customer experience. Accordingly, design thinking is a framework that helps solve engineering, business, and product problems. In the process of finding the right option, specialized textbooks and manuals are used.
A framework (translated from English as “structure, framework”) is a basic set of practices and tools that simplify the development of a complex project.
When working with design thinking, the researcher breaks the process down into six mandatory stages, at each of which he either expands the search or works through the already selected ideas and hypotheses:
At the empathy stage, the consumer's practice, lifestyle, basic needs and barriers that arise when interacting with a product or service are studied. Information about the customer experience is accumulated, and individual tools such as in-depth interviews are used.
In the focus phase, the collected facts are analyzed to formulate the key question: “How can we help…?” The work will require tools such as the user path and point of view.
At the idea generation stage, all possible hypotheses are put into play on how to help the client, taking into account life circumstances. Brainstorming is offered as a tool.
At the stage of selecting ideas, the most suitable and efficient ones are determined from all hypotheses, which will become the basis for the prototype of the product or service. Special tools are sorting and selection by criteria.
At the prototyping stage, a model of the future product or service is formed, in which the best ideas from the previous steps of the process are implemented.
Finally, this option undergoes testing, which determines its attractiveness to the user and the directions for its further improvement.
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