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Ein kleiner Einblick",{"__typename":83,"timestamp":84,"timezone":85,"offset":86,"time":87},"DateTime",1554796171,"UTC","+00:00","2019-04-09T07:49:31+00:00",{"__typename":83,"timestamp":89,"timezone":85,"offset":86,"time":90},1493119884,"2017-04-25T11:31:24+00:00",{"__typename":16,"id":17,"name":18,"direction":19},"/blog/service-design-ein-kleiner-einblick",[94,101,108],{"__typename":95,"tag":96,"attributes":97},"MetaTagValue","meta",{"__typename":98,"name":99,"content":100},"MetaTagValueAttributes","title","Service Design - Ein kleiner Einblick | Liechtenecker UX Design Studio",{"__typename":102,"tag":103,"attributes":104},"MetaTagLink","link",{"__typename":105,"href":106,"hreflang":13,"rel":107,"media":13,"sizes":13,"type":13},"MetaTagLinkAttributes","http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/blog/service-design-ein-kleiner-einblick","canonical",{"__typename":109,"tag":96,"attributes":110},"MetaTagProperty",{"__typename":111,"property":112,"content":81},"MetaTagPropertyAttributes","og:title",{"__typename":114,"id":115,"name":116,"path":117,"status":20,"weight":118,"description":119,"langcode":123,"changed":124,"metatag":127},"TermCategories","8","UX/UI Design","/kategorie/design",0,{"__typename":120,"processed":121,"format":122},"Text","Themen aus dem Bereich Design & User Experience","wp_html",{"__typename":16,"id":17,"name":18,"direction":19},{"__typename":83,"timestamp":125,"timezone":85,"offset":86,"time":126},1713772777,"2024-04-22T07:59:37+00:00",[128,131,135],{"__typename":95,"tag":96,"attributes":129},{"__typename":98,"name":99,"content":130},"UX/UI Design | Liechtenecker UX Design Studio",{"__typename":95,"tag":96,"attributes":132},{"__typename":98,"name":133,"content":134},"description","Themen aus dem Bereich Design & User Experience",{"__typename":102,"tag":103,"attributes":136},{"__typename":105,"href":137,"hreflang":13,"rel":107,"media":13,"sizes":13,"type":13},"http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/kategorie/design",[139,144,148,152,156,160,164,168],{"__typename":140,"id":141,"name":142,"path":143,"weight":118},"TermTags","302","customer experience","/tag/customer-experience",{"__typename":140,"id":145,"name":146,"path":147,"weight":118},"303","customer journey","/tag/customer-journey",{"__typename":140,"id":149,"name":150,"path":151,"weight":118},"329","Design Thinking","/tag/design-thinking",{"__typename":140,"id":153,"name":154,"path":155,"weight":118},"342","dienstleistung","/tag/dienstleistung",{"__typename":140,"id":157,"name":158,"path":159,"weight":118},"1141","service","/tag/service",{"__typename":140,"id":161,"name":162,"path":163,"weight":118},"1143","Service Design","/tag/service-design",{"__typename":140,"id":165,"name":166,"path":167,"weight":118},"1391","user experience","/tag/user-experience",{"__typename":140,"id":169,"name":170,"path":171,"weight":118},"1405","UX","/tag/ux",{"__typename":173,"processed":174,"format":122,"summary":13},"TextSummary","\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Service Design – Was ist das eigentlich? Der nächste heilige Gral am Designer-Horizont? Wieder eines dieser Buzzwords, die kommen und gehen und dabei den „Hot Shit“ vom Himmel versprechen? Schauen wir uns das in den nächsten Minuten doch mal kurz an.\u003C/span>\u003C/p>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Angenommen, der bärtige Kerl, Beardy B entscheidet sich endlich, seinem stolz angesparten Gesichtshaar den besonderen Feinschliff zu gönnen und besucht zum ersten Mal einen dieser angesagten Barber Shops. Beardy B staunt nicht schlecht, denn das Ergebnis ist aller erste Sahne. Tolles Handwerk, Barber X, herzlichen Dank. Drei Wochen später wäre es wieder an der Zeit, dem mittlerweile etwas chaos-artigen Gesichtshaarstrudel wieder neuen Glanz zu verleihen. Diesmal wählt Beardy B Barber Y, dessen äußeres Shop-Erscheinungsbild ihm letztens beim Bummeln durch die Stadt so positiv aufgefallen war. Das Ergebnis ist wieder erstklassig, auch Barber Y versteht sein Handwerk. Doch Barber Y bot Beardy B zusätzlich zur neuen Bartpracht eine Innenraumgestaltung, die ihn eintauchen ließ in das berüchtigte Chicago der 40er Jahre. Neben den hohen Schauwerten hielten ihn in der kurzen Wartezeit die neuesten Tattoo- und Hot Rod Magazine bei Laune und während des Lesens wurde er von lieblichem Rockabilly beschallt. Die Toilette, verziert mit unzähligen Stars und Sternchen aus der Ära von Röcken und Kontrabass, glich einem Museum. Als er dann schließlich an einen der prunkvollen Ledersessel geleitet wurde, bot man ihm, neben dem üblichen Kaffee, auch Craft Bier oder Whiskey an. Beardy B schwebte auf Wolke Sieben. \u003C/span>\u003C/p>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Welchen Barber wird Beardy B wohl für seinen nächsten Besuch wählen? Keine Frage: Barber Y, der ihm, neben dem perfekten Handwerk, auch einen rundum tollen Aufenthalt beschert hat. Barber Y’s Service „Barttrimmung“ ist bis ins kleinste Detail wohl bedacht durchdesigned, was dazu führte, dass Beardy B eine einmalige Customer Experience erlebt hat. \u003C/span>\u003C/p>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Dies ist heute der entscheidende Faktor und um das geht es auch im Service Design: Finde heraus, was die Kunden wirklich möchten, identifiziere alle Touchpoints, bei denen der Kunde mit der Unternehmung in seiner Customer Journey in Berührung kommt, verleihe jedem dieser Touchpoints eine einzigartige User Experience und sorge für eine Overall Customer Experience, die es den Kunden leicht macht, sich in deinen Service zu „verlieben“. \u003C/span>\u003C/p>\n\u003Cblockquote>\n\u003Cp class=\"p1\">Nur jemand, der echten Mehrwert, einzigartige Servicequalität und hochwertige Customer Experience bietet, kann langfristig im Wettbewerb bestehen bleiben.\u003C/p>\n\u003C/blockquote>\n\u003Ch2 class=\"p1\">\u003Cspan class=\"s1\">Paradigmenwechsel – Am Anfang stand das Produkt\u003C/span>\u003C/h2>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Das Angebot an Dienstleistungen ist heute so groß und unüberschaubar wie nie zuvor. Aus der Masse an ähnlichen Services gewinnt der, der herausstechen und seine Kunden nachhaltig gewinnen kann. Im Grunde ist Service Design nichts Neues. In der Business- und Konsumwelt beschäftigt man sich damit schon seit einigen Jahren. Service Design steht auch für eine Art Paradigmenwechsel: Früher, bzw. heute in den weniger erfolgreichen bzw. vom Aussterben bedrohten Unternehmen, standen das Produkt und die Marke im Mittelpunkt. Wir, die Menschen, galten als dumme Konsumenten. Die Marken kreierten Produkte für uns, Produkte, die im Grunde schlecht für uns waren, und pulverten unendlich viel Kohle in Marketing und Werbung, mit dem Ziel, uns Konsumenten davon zu überzeugen, dass das, was die an uns verkauften, doch was Gutes sei und wir ohne ihren Mist nicht Leben könnten. Wieder unendlich viel Kohle pulverten sie in den „Customer Service“, der eigentlich nur dazu da war, uns zu vertrösten, wenn wir schlussendlich doch draufgekommen sind, was wir da gerade für einen Schrott gekauft hatten. Ach, was waren das für schöne Zeiten 😉 \u003C/span>\u003C/p>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">So spielt sich dieses Spiel heutzutage glücklicherweise nicht mehr, denn nur diejenigen, die verstanden haben, dass der Mensch im Mittelpunkt steht, diejenigen die erkennen, was die Menschen wirklich brauchen, was ihnen einen echten Mehrwert und am Ende eine hochwertige Experience bietet, nur diejenigen werden langfristig im Wettbewerb bestehen können.\u003C/span>\u003C/p>\n\u003Ch2 class=\"p1\">\u003Cspan class=\"s1\">Service Design – wo fängt es an?\u003C/span>\u003C/h2>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Service Design gibt es, wie vorhin erwähnt, schon etwas länger. Als Service kann dabei jede Art von Dienstleistung, in jeder möglichen Branche betrachtet werden. Und jede dieser Dienstleistungen darf, kann und soll gestaltet werden. Das geht von großen, geschlossenen Ökosystemen mit den unterschiedlichsten Touchpoints, wie zum Beispiel dem Tourismus Service einer Stadt oder dem gesamten „Googleversum“ über den Haarschneide- und Barttrimmservice eines Barbiers bis hin zu einem simplen Fahrkartenautomaten.\u003C/span>\u003C/p>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Da in Dienstleistungen immer mehr Berührungspunkte zwischen Serviceanbieter und Kunden digitaler Natur sind, wird Service Design auch zum Business von uns digitalen Labs und Agenturen. Und deshalb ist der Begriff Service Design seit Kurzem wieder in aller Munde.\u003C/span>\u003C/p>\n\u003Ch2 class=\"p1\">\u003Cspan class=\"s1\">Service Design ist keine Disziplin\u003C/span>\u003C/h2>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Service Design ist dabei aber keine Disziplin wie User Experience oder Interface Design. Es ist eher ein Schirm, ein großer Mantel, unter dem Akteure, mit verschiedensten Skills, zusammenarbeiten und das große Ganze, das Service Design Team, formen. \u003C/span>\u003C/p>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">User Experience Design, Interaction Design, Produktdesign, Grafikdesign, Interior Design, Datenanalyse, Ethnografie und vieles mehr, je nach Service und Branche, all das geschieht, wenn eine Dienstleistung designed wird.\u003C/span>\u003C/p>\n\u003Ch2 class=\"p1\">\u003Cspan class=\"s1\">Wie funktioniert das ungefähr?\u003C/span>\u003C/h2>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Wie sieht denn nun ein Service Design Projekt bei uns Liechteneckers aus? Das möchte ich euch nun ganz kurz schemenhaft skizzieren. Unabhängig von der Art, Größe und Komplexität des Services, dem wir Flügel und Grazie verleihen sollen, gehen wir wie folgt vor:\u003C/span>\u003C/p>\n\u003Ch4 class=\"p1\">\u003Cspan class=\"s1\">Phase 1: Verstehen, einfühlen, Research und Analyse\u003C/span>\u003C/h4>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Zu Beginn jedes Projekts steht alles im Zeichen von Research und Empathy. Wir beschäftigen uns intensiv mit dem Geschäftsfeld des Auftraggebers, den Services um welche es geht, den unterschiedlichen Kunden, versetzen uns in diese, sammeln Daten und analysieren sie, untersuchen Ist-Situation und Schmerzpunkte. Services sind hierbei beispielsweise eine komplette Banking-Landschaft, die es zu optimieren gilt, oder eine Beratungsschiene, die durchgängig ins Digitale zu transformieren und neu zu definieren ist.  Wir erstellen die gesamte Customer Journey als Map und brechen diese über Stages, Key Moments und Features bis auf jeden einzelnen Touchpoint runter. Touchpoints sind, um es nochmals ins Gedächtnis zu rufen, sämtliche Schnittstellen zwischen dem Nutzer und dem Anbieter. Zusätzlich erstellen wir auch Service Blue Prints, um alle an den Services beteiligten Organisationen und Akteure zu identifizieren.\u003C/span>\u003C/p>\n\u003Ch4 class=\"p1\">\u003Cspan class=\"s1\">Phase 2: Experimentieren und Prototyping\u003C/span>\u003C/h4>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">In dieser Phase geht es dann um die Gestaltung der User Experience und der einzelnen Touchpoints, immer unter dem ganzheitlichen Blickwinkel des Service Designs und auf Basis der Insights, aus der vorhergehenden Phase, denn schließlich muss alles so koordiniert und choreographiert sein, dass am Ende eine positive Customer Experience entsteht. Hierbei bedienen wir uns unterschiedlichen Hilfsmethoden und Kreativitätstechniken, wie beispielsweise Design Thinking etc.\u003C/span>\u003C/p>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Um schnellstmöglich an Ergebnisse und Feedback zu gelangen, geht’s dann auch gleich ans Prototyping, um etwas „Angreifbares“ zu produzieren.\u003C/span>\u003C/p>\n\u003Ch4 class=\"p1\">\u003Cspan class=\"s1\">Phase 3: Testing und Messen der Ergebnisse\u003C/span>\u003C/h4>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Ob wir mit unseren Ideen den Vogel abgeschossen haben, oder er uns eher was „gepupst“ hat, zeigt sich dann in den User-Tests. Hier wird getestet, interviewt, zugehört und alles was geht an neuen Insights und Informationen gesammelt. \u003C/span>\u003C/p>\n\u003Ch4 class=\"p1\">\u003Cspan class=\"s1\">Phase 4: Strategieausrichtung\u003C/span>\u003C/h4>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Schließlich wird abhängig vom Ergebnis der Tests die Strategie festgelegt, mit der weitergearbeitet wird.\u003C/span>\u003C/p>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Dieser Prozess ist kein Einwegticket nach Bangkok, sondern läuft iterativ in mehreren Schleifen ab, bis wir, das Team und der Auftraggeber, zu dem gewünschten Outcome kommen. Das sind üblicherweise zwei bis drei Durchläufe.\u003C/span>\u003C/p>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Das, meine Lieben, war ein grober Einblick in das Thema Service Design und wie wir das Thema bei uns handhaben. Fragen, Feedback und Ergänzungen werden wie immer gern gelesen – würde mich freuen, wenn der eine oder die andere von seinen bzw. ihren Erfahrungen erzählen möchte. Bis zum nächsten Artikel, so long, have a nice day! \u003C/span>\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n",{"__typename":176,"id":177,"excludeFromScreenreader":13,"mediaImage":178,"name":183,"path":186,"status":20},"MediaImage","1516",{"__typename":179,"url":180,"width":181,"height":182,"alt":13,"title":183,"size":184,"mime":185},"Image","http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/sites/default/files/wp-migration/wordpress-media-image/2017/04/bild_1920x500_2017-01-1-1.png",1920,501,"bild_1920x500_2017-01",12287,"image/png","/media/1516/edit",{"__typename":176,"id":188,"excludeFromScreenreader":13,"mediaImage":189,"name":193,"path":195,"status":20},"1517",{"__typename":179,"url":190,"width":191,"height":192,"alt":13,"title":193,"size":194,"mime":185},"http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/sites/default/files/wp-migration/wordpress-media-image/2017/04/bild_922x519_2017-01-1.png",922,519,"bild_922x519_2017-01",9405,"/media/1517/edit","\u003C!-- This site is optimized with the Yoast SEO plugin v15.7 - https://yoast.com/wordpress/plugins/seo/ -->\n\u003Cmeta name=\"description\" content=\"Nur jemand, der echten Mehrwert, einzigartige Service-Qualität und hochwertige Customer Experience bietet, kann langfristig im Wettbewerb bestehen bleiben\" />\n\u003Cmeta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" />\n\u003Clink rel=\"canonical\" href=\"https://legacy.liechtenecker.dev/blog/service-design-ein-kleiner-einblick/\" />\n\u003Cmeta property=\"og:locale\" content=\"de_DE\" />\n\u003Cmeta property=\"og:type\" content=\"article\" />\n\u003Cmeta property=\"og:title\" content=\"Service Design - Ein kleiner Einblick - Liechtenecker\" />\n\u003Cmeta property=\"og:description\" content=\"Nur jemand, der echten Mehrwert, einzigartige Service-Qualität und hochwertige Customer Experience bietet, kann langfristig im Wettbewerb bestehen bleiben\" />\n\u003Cmeta property=\"og:url\" content=\"https://legacy.liechtenecker.dev/blog/service-design-ein-kleiner-einblick/\" />\n\u003Cmeta property=\"og:site_name\" content=\"Liechtenecker\" />\n\u003Cmeta property=\"article:published_time\" content=\"2017-04-25T13:31:24+00:00\" />\n\u003Cmeta property=\"article:modified_time\" content=\"2019-04-09T09:49:31+00:00\" />\n\u003Cmeta name=\"twitter:card\" content=\"summary_large_image\" />\n\u003Cmeta name=\"twitter:label1\" content=\"Geschätzte Lesezeit\">\n\t\u003Cmeta name=\"twitter:data1\" content=\"6 Minuten\">\n\u003Cscript type=\"application/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https://schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https://legacy.liechtenecker.dev/#website\",\"url\":\"https://legacy.liechtenecker.dev/\",\"name\":\"Liechtenecker\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":\"https://legacy.liechtenecker.dev/?s={search_term_string}\",\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"de-DE\"},{\"@type\":\"WebPage\",\"@id\":\"https://legacy.liechtenecker.dev/blog/service-design-ein-kleiner-einblick/#webpage\",\"url\":\"https://legacy.liechtenecker.dev/blog/service-design-ein-kleiner-einblick/\",\"name\":\"Service Design - Ein kleiner Einblick - Liechtenecker\",\"isPartOf\":{\"@id\":\"https://legacy.liechtenecker.dev/#website\"},\"datePublished\":\"2017-04-25T13:31:24+00:00\",\"dateModified\":\"2019-04-09T09:49:31+00:00\",\"author\":{\"@id\":\"https://legacy.liechtenecker.dev/#/schema/person/96539caff2708284ff325a379697db94\"},\"description\":\"Nur jemand, der echten Mehrwert, einzigartige Service-Qualit\\u00e4t und hochwertige Customer Experience bietet, kann langfristig im Wettbewerb bestehen bleiben\",\"inLanguage\":\"de-DE\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https://legacy.liechtenecker.dev/blog/service-design-ein-kleiner-einblick/\"]}]},{\"@type\":\"Person\",\"@id\":\"https://legacy.liechtenecker.dev/#/schema/person/96539caff2708284ff325a379697db94\",\"name\":\"Stefan\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"https://legacy.liechtenecker.dev/#personlogo\",\"inLanguage\":\"de-DE\",\"url\":\"https://secure.gravatar.com/avatar/6f2ffd22131a63da8504909cff0a7fce?s=96&d=mm&r=g\",\"caption\":\"Stefan\"}}]}\u003C/script>\n\u003C!-- / Yoast SEO plugin. -->",{"__typename":198,"id":199,"myRole":200,"name":201,"nickname":202},"User","22","Experience & Visual Designer, hauseigener Fitness & Strength Coach, steirischer Märchenprinz","s-blumauer","Stefan",{"latestKnowhow":204},[205,221,234],{"__typename":79,"id":206,"title":207,"path":208,"wpTeaserText":209,"wpPromotedTeaserImage":13,"wpHeaderImage":210},"1619","Behind the scenes: Ein Barrierefreiheits-Audit","/blog/behind-scenes-ein-barrierefreiheits-audit","”Entspricht unsere Website den gesetzlichen Anforderungen und wenn nicht, was genau müssen wir ändern?”\r\nDiese Frage lieben wir. 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