how do i find a good agency for service design and customer journeys?
good service design bridges the gap between the customer’s perspective and the processes that make a service possible. A customer journey illustrates how people experience this service across multiple steps. When selecting a partner, you should assess whether the agency distinguishes between observed experiences and assumptions, and whether it can work with the relevant teams to implement improvements.
scope of Services and Delimitation
service design shapes the interaction between touchpoints and internal processes through which a service is delivered. A customer journey describes the experience customers have as they work toward their goal. When selecting a partner, it is crucial that this experience is based on observations and linked to operational responsibilities. A well-designed journey alone does not make a service any better.
for manufacturers, consulting, installation, operation, and maintenance can be key components of their offerings. Determine which aspects will be addressed and which teams can implement changes. The design must align with actual resources and technical systems.
first, define the key question
an effective process does not begin with a method, but with a concrete decision. Which uncertainty needs to be reduced, which user or business question remains unanswered, and which constraints have already been established? From this, the appropriate scope of work can be determined.
four Criteria for Choosing a Partner
- experience shows: Ask what observations, interviews, or company data the journey is based on.
- examine transitions: changes in channels and changes in responsibility are often particularly revealing.
- involve the entire organization: Service, sales, and, if necessary, technical teams must be able to help develop relevant changes.
- define success: Agree on task-specific criteria, such as the clarity of a handoff or the effort required for a specific process.
compare performance and work results
| task | possible outcome of the work | this is how it is assessed |
|---|---|---|
| understanding the journey | observed Contacts and Obstacles | separation of Data and Assumptions |
| connect processes | visible and internal steps | allocation of Information and Responsibility |
| try out the service | a limited-scope pilot with a clear mission | feedback from customers and the teams involved |
project Process and Decisions
start by defining the objective, boundary conditions, and decision criteria. Develop alternative solution approaches and evaluate critical assumptions early on. Document approvals and open issues before moving on to the next level of detail. You can find more information on this in the design consulting von f/p design.
example of a handoff between consulting and service
assuming that customers explain their needs in detail during the consultation and then have to provide the same information again during installation, the visible interaction can be handled in a friendly manner, while the internal handoff continues to result in a loss of information.
a service analysis therefore examines both sides: the customer experience and the flow of information between teams. A pilot project could test a revised handoff process with clearly defined responsibilities. This hypothetical example illustrates why service design should not stop at a single communication measure. The actual improvement must be evaluated in the context of the task in question.
common Mistakes in Selection and Contracting
a journey that was conceived entirely in-house can be problematic. Identify assumptions and supplement them with real-world insights. Even a solution developed without the involvement of the affected teams can fail due to organizational constraints. Ask about exceptions, follow-up questions, and channel changes. A service doesn’t always follow a linear path. The design should account for important alternative paths without overloading the presentation with every rare special case.
compare Costs and Schedules Effectively
costs and duration depend on the number of touchpoints, the scope of the research, and the involvement of internal processes. Have research, development, prototypes, and external specialized services itemized separately. Also, specify which rounds of revisions are included and who approves feedback. A schedule is only meaningful once these decisions and dependencies are known.
the briefing for an initial meeting
describe the objective, users, current status of development, and known constraints. Provide any available data, models, or technical documentation. List the relevant subject matter experts involved and highlight the most important pending decisions.
frequently Asked Questions About Service Design and Customer Journeys
when should a design partner get started?
early enough that fundamental decisions can still be influenced. At the same time, enough constraints should be known to be able to develop realistic alternatives.
how important are prototypes?
they are useful when a specific hypothesis needs to be tested. Simple models can often facilitate learning sooner than a single, elaborately developed model.
how are partners compared?
compare references, the actual role in the project, the team, the methodology, the deliverables, and the support provided through implementation. Also ask which specialized services need to be supplemented by external providers.
how are results documented?
decisions, options, open issues, and approvals should be documented in a way that allows for traceability. The format of the documentation must be appropriate for the subsequent development phase.
when are external specialists needed?
whenever the required expertise or formal responsibilities fall outside the agreed-upon scope of the design. These interfaces should be identified early on.
how to Avoid Unnecessary Loops
through clear decision-making criteria, timely coordination among experts, and prototypes that specifically address the greatest uncertainties.
the Perspective of f/p design
f/p design combines strategy, industrial design, and implementation-oriented development work across a variety of projects. You can find more of our work in the industrial-design-portfolio.
