This is Service Design Thinking

Ideally we aim to design service experiences at the start, and then reverse engineer the offering, the touch-points, the service and even the organisation to be able to reliably produce the desired experience

Experiences are now a valuable differentiator and not only offer a pleasurable service experience, they help us create and express

Customers in the western world today are not only looking for functional solutions to problems but also desire pleasurable solutions to our everyday problems

A central part of this is the creation of a service personality that describes the brand as if it were a person. Once the personality is described, it becomes easier to describe how the touchpoints should be designed, and the behaviours that each touchpoint should have

result how your customers will perceive you. AT-ONE focuses upon understanding how the service offering is experienced at a functional level, an emotional level, and a self-expressive level

The Need part of the AT-ONE approach takes a user-centred design perspective from which to explore customer-needs. It uses personas as a vehicle for introducing a user perspective and adds input from a wide selection of user-centred methods, such as interviews, observation, participatory design sessions or observation

A central part of this is the creation of a service personality that describes the brand as if it were a person. Once the personality is described, it becomes easier to describe how the touchpoints should be designed, and the behaviours that each touchpoint should have.

AT-ONE focuses upon understanding how the service offering is experienced at a functional level, an emotional level, and a self-expressive level

Service design is about choosing the most relevant touchpoints for service delivery and designing a consistent customer experience across these many touchpoints

service design thinking