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Setting the scene with Service Design

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Emmanuel Fragnière

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The value of a service

  • « A service acquires value once the client perceives the benefits of it. »
  • Catenazzo and Fragnière, La gestion des services, Economica, Paris, 2008.
  • Today most of these salient attributes are perceived during the service experience itself, when the process of service co-creation occurs between the client and the service provider.

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The theory of simple and complex tastes

  • Logistics salient attributes
    • Simple tastes
    • Functionalities
  • Mental salient attributes
    • Complex tastes
    • Emotions

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https://www.youtube.com/watch?v=snKbU5r0pBo

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Service Design Process

4. Production

1. Fieldwork

2. Script

3. Staging

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Theatre-based approach

  • Theatre-re-enactment for service design: use of professionals that play a script in front of a group of spectators (e.g. prospects or a sample of individuals in the target market)

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  • Through such “service experience plays”, individuals can watch the service experience provided and develop awareness over it.

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Theory: Zoom-in & Zoom-Out

Zoom-Out 🡪 the whole process

Zoom-In 🡪 a single activity

Action

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Making the invisible visible(2D => 3D)

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Back to the blueprint (3D => 2D)

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���Tangibilisation: making individuals aware of the value of the service provided.��Service pricing schemes: value measurement techniques, WTP (Willigness-to-Pay) approaches����

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