Design has always has been a holistic business, but with the advent and continued evolution of everything online, digital, and mobile (this includes wearables), design is expanding once again. Today’s user or customer experience has more data and dots to connect than ever before. We have to think holistically. And in the end, we human beings expect one simple thing: good service.
Whether you’re at The Dollar Store or Macy’s or buying a pre-paid mobile phone or picking up the latest product from Apple, what leaves us wanting more is good service. The greeting when you enter the store. The smile of the person helping you. The ease at which you can try out different products. The way in which your “dumb questions” get answered with delight and maybe even some brainstorming to get you the right product. The simplicity and speed of the checkout process. The “goodbye” and “thank you for your business” as you exit. And this is just the beginning of the journey. Now you are home, you open the box, you have forgotten 50% of what you were told in the store, and you turn to the instructions…
The fact is “good service design” is about leaving no stone unturned. A terrific way to do this in your own organization is to create a “Customer Journey Map.” Whereas most organizations are a series of silos, people just see one brand experience. They don’t know (and don’t care) which department is responsible for what. By turning the silos on their sides, you can start to visualize how your customers’ journey begins and ends, and identify areas to rethink and redesign.
Be intentional about every decision you make. The smallest decision can end up being your biggest differentiator.