CCT+333+Lab+9


 * Tutorial 9 Wiki Questions: **


 * According to the slideshow by Sylvain Cottong, who is an employee at [|http://www.integratedplace.com], describe the tools and methods of 'service design' (2 paragraphs). **

Service design is a human-centered approach that focuses on customer experience and the quality of service encountered as the key value of success. Service design is about making what you do more useful, useable and desirable for your users, and more efficient, effective and valuable for you.

There are various tools and methods to service design. The first is ethnography. It is a research method that is carried out in the real world to identify, discover and understand the service context and the users. The second is a customer journey map that illustrates how the customer perceives and experiences the service interface along the time axis. Third is a service blueprint, which allows for a quantitative description of critical service elements, such as time, logical sequences of actions and processes. This method also specifies both actions and events that happen in the time and place of the interaction (front stage) and action and events that are out of the line of visibility for users, but are fundamental for the delivery of the service (backstage). Fourth is ideation, which reveals users’ conscious and latent needs, experiences, hopes and expectations. Users participate in a workshop facilitated by a tutor. Fifth is service prototyping, which allows for scenarios, storytelling, storyboards and real world experience simulation.


 * From your personal experience, what would be a scenario in which these methods would be useful? (2 paragraphs) **

Service design tools and methods can be used in many scenarios. As a student at UTM, a great example of a scenario that would use these service design methods is in understanding student registration behaviour by UTM.

UTM would use these methods and tools to increase student registrations and improve the quality of the student's experience when using their services. Ethnography would allow UTM to identify potential students. A customer journey map would illustrate trends in current and potential student behaviours. A service blueprint would map out logical sequences of actions by students looking for an ideal university. Ideation will allow UTM to reveal the students conscious and latent needs, experiences, hopes and expectations out of an ideal university. This will allow UTM to then fix any problem areas that have been revealed, for example, lack of choice for on campus food. And finally, service prototyping would help create scenarios and real world simulations of student behaviour.