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Is service design different to experience design?by
Service design and customer experience have coexisted for almost 20 years. Are they basically the same thing or in fact quite different? Have your say.
Service design was the D-school perspective, driven by a more empathetic, human-centric approach to design. In contrast, experience design was the B-school perspective, driven by a more brand-centric, commercial approach.
Both have coexisted for almost 20 years, albeit without much cross-fertilisation between the two, despite using common frameworks such as customer journey mapping and service blueprints.
Recent developments have made me start to think that they may in-fact, be quite different things. That service design should be about designing the MECHANICS of providing a service (from a co-created, SDLogic perspective) whereas experience design should be about designing the PERCEPTION of the service in use (from a phenomenological, affective psychology perspective).
This dichotomy actually helps us to think through the evolving (SD+CX =) SX models, as businesses start to move beyond fixing broken service experiences, and start to adopt interaction optimisation, journey orchestration and conversational commerce as competitive differentiators.
Graham Hill has been a Management Consultant, Interim and Director for over 30 blue-chip companies, in 15 different countries, over the past 30 years. Most of his work has involved building complex service systems, directing their implementation and managing the resulting organisational transformation. He is an acknowledged SME in customer...