Growing the service design industry requires more than simply educating the next generation of service designers. Business students can also benefit from learning how service design can be used to innovate and address complex market and organisational challenges. That’s why Joan Ball, founders of Womb Service Design Lab, and Martin Dominguez, instructor at Fordham University, decided to experiment with human-centred design in the business classroom.
And they immediately tumbled upon a key question that is framed quite differently by design and business students: should we delight the customer?
This is a rhetorical question for service designers, user experience designers and customer experience designers, because keeping the user in mind is fundamental to design education and human-centred design activities both in the classroom and in professional settings.
For business students with little or no training in design, however, this seemingly simple question triggers surprisingly complex theoretical, practical and ethical classroom discussions. In particular, students majoring in management, finance, accounting, marketing, risk management and other business disciplines can be skeptical of customer-centricity. They are trained to question the costs of overdoing customer service and they seek to understand how customer experience efforts might impact sales, profits, stock prices and other key performance indicators, before they decide if improving the experience is worth the investment.
Despite an emerging focus on the role of customer experience in creating and sustaining value, the view that firms exist to serve shareholders, profit and the bottom line remains at the heart of business education, research and practice today.
Ball, J. and Dominguez, M., “Service Design in the Business Curriculum: Dispatches from the field” in Touchpoint, Service Design Network, Volume 9 No. 1, July 2017
We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.
100&Change is a MacArthur Foundation competition for a $100 million grant to fund a single proposal that will make measurable progress toward solving a significant problem. 100&Change will select a bold proposal that promises real progress toward solving a critical problem of our time. And it will award a $100 million grant to help make […]
Then we are interested in hearing from you. We have several positions available for talented UX/UI and service designers who are passionate about creating world-class user experiences. Please see the job descriptions on our website for more information, and send us your CV with a cover letter statement about yourself, your experience, and what UX […]
Experientia is proud to have been a key participant at the Roche Innovation Summit, held at Roche headquarters in Basel Switzerland on 19 June 2018. Themed “Transforming the Healthcare Experience Together”, the summit aimed to galvanize the Roche community around the future transformation of healthcare and diagnostics. With 800 attendees from Roche and Genentech global […]
Hai una startup? Hai mai pensato ai benefici che potrebbe trarre dal Design Thinking? Questa è l’opportunità per scoprirlo! DesAlps Workshop #2: Il Design Thinking per la tua startup! Giovedì 28 giugno 2018 – dalle 9:30 alle 17:00 @ I3P | Corso Castelfidardo 30/a, Torino —– Nell’ambito del progetto europeo DesAlps, un team di esperti […]
Experientia è lieta di invitare le piccole e medie imprese del territorio piemontese al: DesAlps Workshop #1: Il Design Thinking per le PMI Venerdì 18 maggio 2018 – dalle 9.00 alle 17.30 @ Rinascimenti Sociali | via Maria Vittoria 38, Torino Scopri i vantaggi che il Design Thinking può portare al tuo business per prepararvi […]