Service design is a broad and dense, yet fascinating subject that combines strategy, creativity and a deep understanding of human behavior. In a world where customer experiences are the main differentiator, this discipline has become an indispensable tool for brands seeking to stand out in competitive markets like Colombia.
To facilitate your understanding, we have divided this analysis into two chapters:
- Basic concepts to apply in our processes: Here we will explore the fundamentals of service design, with practical examples and success stories in Colombia.
- How design takes your brand to another level: We will delve into how this discipline can transform your brand identity, creating coherent and memorable experiences that build customer loyalty.
Let’s get started!
What is Service Design?
There are multiple definitions and interpretations of design and the same happens with Service Design, what we do know is that it is a strategic discipline that plans and organizes three key elements:
- People who are present in the moments before, during and after.
- Processes that people execute to carry out a specific objective.
- Physical Infrastructure directly or indirectly involved in carrying out the processes that people require at each moment of the service.
More than a creative tool, service design is a strategic method for creating consistent and memorable brand experiences. It aims to improve service quality, interaction with customers and suppliers, and ultimately strengthen brand identity and positioning. In the end, it focuses on the complete user experience and how it connects to the brand’s value proposition. (This Is Service Design Thinking – Google Books, n.d.).
Literature around Service Design.
Basic Concepts to Apply in Our Processes
Imagine a hostel where every detail, from booking to farewell, is carefully designed to make you feel at home, but with a touch of magic that only this place can offer.
This is the case of Masaya Hostel Medellín, a project in which we have had the privilege of participating at BLASTER, designing not only its physical spaces, but also the brand experiences that its guests live. Masaya is not just a place to stay; it is a destination that connects with local culture, nature and well-being, creating unforgettable memories.
Photos of the Masaya Hostel project in Medellin. Designed by Blaster Design.
We can involve tools such as:
- Customer Journey Maps: Visual maps of the customer experience.
- Service Blueprints: Diagrams showing internal and external processes.
- Co-creation: Incorporating clients and collaborators in the design.
- Prototyping: Early testing of concepts and services to validate their impact on brand experience.
Memorable brands and businesses through Service Design
In this chapter, we went from the basics with key concepts to projects that have been designed with very useful tools that we break down and that make this type of transformation possible in memorable brands and businesses through their services and experiences offered, from journey mapping to the co-creation of solutions.
At BLASTER, we are committed to helping you design services that not only satisfy your customers, but also drive the growth of your business. See you soon in a second chapter of this blog on: How design takes your brand experience to the next level.
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