It’s shocking that after 15+ years of service design we still don’t have a definition of what a good service is.
More troubling than this though, we don’t seem to think this is a problem.
This is a problem.
So here goes, 15 principles of a good service design...
More troubling than this though, we don’t seem to think this is a problem.
This is a problem.
So here goes, 15 principles of a good service design...
A good service must:
1. Enable a user to complete the outcome they set out to do
The service must be able to be found by a user with no prior knowledge of the task they set out to do.
1. Enable a user to complete the outcome they set out to do
The service must be able to be found by a user with no prior knowledge of the task they set out to do.
2. Be easy to find
A good service enables a user to do the thing that they set out to do from start to finish - be that start a business or learn to drive - in as much of a seamless stream of events as possible.
A good service enables a user to do the thing that they set out to do from start to finish - be that start a business or learn to drive - in as much of a seamless stream of events as possible.
3. Clearly explain its purpose
The purpose of the service must be clear to users at the start of using the service. That means a user with no prior knowledge must understand what the service will do for them and how it will work.
The purpose of the service must be clear to users at the start of using the service. That means a user with no prior knowledge must understand what the service will do for them and how it will work.
4. Set the expectations a user has of it
The service must clearly explain what is needed from the user in order to complete the service, and what they can expect from the service provider in return. This includes things like how long something will take to complete.
The service must clearly explain what is needed from the user in order to complete the service, and what they can expect from the service provider in return. This includes things like how long something will take to complete.
5. Be agnostic of organisational structures
The service must work in a way that does not unnecessarily expose a user to the internal structures of the organisation providing the service if those structures run contrary to the task a user is trying to achieve.
The service must work in a way that does not unnecessarily expose a user to the internal structures of the organisation providing the service if those structures run contrary to the task a user is trying to achieve.
6. Require the minimum possible steps to complete
A good service requires as minimal interaction from a user as possible to complete the outcome that they’re trying to achieve. Sometimes this will mean proactively meeting a user’s needs without them instigating an interaction.
A good service requires as minimal interaction from a user as possible to complete the outcome that they’re trying to achieve. Sometimes this will mean proactively meeting a user’s needs without them instigating an interaction.
7. Be consistent throughout
The service should look and feel like one service throughout - regardless of the channel it is delivered through. The language used should be consistent as should visual styles and interaction patterns.
The service should look and feel like one service throughout - regardless of the channel it is delivered through. The language used should be consistent as should visual styles and interaction patterns.
8. Have no dead ends
Regardless of whether or not a user is eligible or suitable for a service, the service should direct all users to a clear outcome. No user should be stranded within a service without knowing how to continue or being provided an easy route to do so.
Regardless of whether or not a user is eligible or suitable for a service, the service should direct all users to a clear outcome. No user should be stranded within a service without knowing how to continue or being provided an easy route to do so.
9. Be usable by everyone, equally
The service must be usable by everyone who needs to use it, regardless of their circumstance or abilities. No user should be adversely unable to use the service more than any other.
The service must be usable by everyone who needs to use it, regardless of their circumstance or abilities. No user should be adversely unable to use the service more than any other.
10. Respond to change quickly
The service should respond quickly to a change in a user’s circumstance and make this change consistently throughout the service.
The service should respond quickly to a change in a user’s circumstance and make this change consistently throughout the service.
11. Work in a way that is familiar
People base their understanding of the world on previous experiences. Services are no different. If there’s an established custom for your service that benefits a user, your service should conform to that custom.
People base their understanding of the world on previous experiences. Services are no different. If there’s an established custom for your service that benefits a user, your service should conform to that custom.
12. Encourage the right behaviours from users and staff
The service should encourage safe, productive behaviours from users and staff that are mutually beneficial. ie. the service should not set a precedent for behaviours that may put the user at harm in other circumstances.
The service should encourage safe, productive behaviours from users and staff that are mutually beneficial. ie. the service should not set a precedent for behaviours that may put the user at harm in other circumstances.
13. Clearly explain why a decision has been made
When a decision is made within a service, it should be clear to a user why this decision has been made and communicated to the user at that point in time. A user should also be given a route to contest this decision.
When a decision is made within a service, it should be clear to a user why this decision has been made and communicated to the user at that point in time. A user should also be given a route to contest this decision.
14. Make it easy to get human assistance
A service should always provide an easy route for users to speak to a human about an issue if they need to.
A service should always provide an easy route for users to speak to a human about an issue if they need to.
15. Require no prior knowledge to use
A service should not use language that assumed any prior knowledge of the service from the user.
A service should not use language that assumed any prior knowledge of the service from the user.
I wrote a post on these in more detail, and why we desperately need professional standards in the service design industry here:
blog.louisedowne.com/2018/06/14/15-…
I’d love to hear people’s thoughts on this. What have I missed?
blog.louisedowne.com/2018/06/14/15-…
I’d love to hear people’s thoughts on this. What have I missed?
woops, switched para 1 + 2 here. but you get the point
If you’ve got ideas on what to include / change I’ve made a collaborative doc for thoughts here docs.google.com/document/d/1wN…
