Designing Customer-Centric Digital Services
Overview
Customers expect digital services that are simple, fast and available anytime. This course applies service design and user experience methods to create digital services that people actually want to use, from research and journey mapping to prototyping, testing and continuous improvement.
Who should attend
Service and product managers, digital teams, customer experience staff, and business analysts.
Training methodology
Interactive presentations, practical exercises, case studies, group discussions, role-plays where relevant, and a personal action plan that participants apply in their own work.
Objectives
By the end of this course, participants will be able to:
- Apply customer-centred service design principles
- Research user needs and pain points
- Map and redesign customer journeys
- Prototype and test digital services with users
- Measure and continuously improve services
Course outline
Day 1Customer-Centred Services
- Service design principles
- Digital service standards
- Good and bad examples
- Team roles
- Discussion
Day 2User Research
- Interviews and observation
- Surveys and analytics
- Personas
- Insights synthesis
- Research exercise
Day 3Journey Mapping
- Current journey mapping
- Pain points and moments of truth
- Future journey design
- Service blueprints
- Mapping workshop
Day 4Prototyping and Testing
- Low and high fidelity prototypes
- Usability testing
- Accessibility
- Iterating designs
- Testing session
Day 5Launch and Improvement
- Service metrics
- Feedback loops
- Continuous improvement
- Scaling good practice
- Action plan
