16 May 2012

Creating business value through service design

In the world of UX practices in Australia, service design is a relative newcomer. This presentation – given at the recent Service Design 2012 one-day conference in Melbourne – covers a valuable topic: The creation of business value through service design activities.

Presenter Damian Kernahan argues that typical service design activities often stop before the client’s needs are truly addressed. Personas, customer journeys and service principles don’t – in themselves – address the key questions of value creation and ROI.

Through detailed customer research followed with lots of analysis, the essential customer value and business value can be derived. Alongside difficult questions about the breadth of channels and touchpoints, and the challenge of living up to customer experience goals, the presentation serves well as a stand-alone piece.

Source: How to transform vision into value (Damian Kernahan, Proto Partners)

Service design (40)