Conduct service design assignments
Overview
This standard is about conducting service design assignments.
User-centred design (UCD) is an iterative design process which focuses on users and their needs to inform the design or redesign of products or services that allow users to participate fully to achieve their goals with a positive user experience. In UCD, design teams involve users throughout the design process to develop User eXperience (UX) insights that inform interaction design and the design of service journeys using inclusive and accessible design methods.
Conducting service design assignments involves designing and developing inclusive end-to-end services that helps a user to access and complete their goals in line with organisational service requirements. This includes designing new digital services and reviewing and re-designing existing digital services to provide a joined-up experience that meets the needs of users across platforms and products. It also includes planning and designing digital services based on user needs, creating service prototypes and mock-ups using organisational service design frameworks and standards, to ensure they meet operational, technical, architectural, service support and user needs.
This standard is for those who need to conduct service design assignments as part of their duties.
Performance criteria
You must be able to:
- Identify and agree the
requirements of service design projects with stakeholders
- Map current service journeys to produce design proposals for new or improved digital services
- Work with service owners to identify and assess opportunities for service improvement
- Design end-to-end services across all required channels, taking account of user needs, business objectives, scope, constraints and prioritisation
- Use industry standard prototyping methods to prototype services and interactions to demonstrate improved services
- Test new service designs with users and stakeholders to validate them in line with organisational procedures
Analyse issues within existing services to identify the impact on user experiences and develop recommendations to mitigate them
- Verify that service improvements can be implemented, realised and measured by working closely with service owners during all stages of a service design assignment
- Review and optimise existing technology and identify where innovative or emerging technology has the potential to improve services
Perform impact analysis for service design options to inform selection decisions
Document service designs in line with organisational standards
- Contribute to the development of service design standards, tools and methods to support continuous improvement of service design
Knowledge and Understanding
You need to know and understand:
- How to specify and agree the requirements of digital services with stakeholders
- How to plan the development of digital services, based on user needs and organisational requirements
- How to design end-to-end services ensuring that user needs, stakeholder requirements and organisational standards have been considered throughout
- The steps involved in mapping current service journeys to inform improved service design proposals and how to apply them
- How to develop storyboarding, service mapping and user journey mapping to inform digital service design
- How to articulate clearly how services need to change from a user centred, system, and business perspective
- How to validate the outcomes of service design, to ensure they meet operational, technical, architectural, service support and user needs for agreed service delivery
- How to create and iterate service prototypes and mock-ups to inform stakeholders on how the service could work
- Current digital platforms, including internet, mobile apps and internal business systems
- Existing and emerging service design tools and methods and how to apply them
- How to use User eXperience (UX) research data and user insights to determine customer needs and pain points to design effective services
- The importance of working collaboratively with user researchers to review research and interpret research findings
- Industry standard service design principles and practices and how to apply them
- How to collaborate with stakeholders to define the problem that needs to be solved, identify and resolve challenges and build consensus for service design solution decisions
- Digital product development methodologies, frameworks and principles
- How to carry out redesign of services to apply service-oriented thinking to them
- How to work with organisational service design frameworks and standards to guide service design assignments
- The steps involved in reviewing service designs to make sure they are fit for purpose and meet user and organisational requirements
- How to contribute to developing service strategies, policies and standards in partnership with service owners, product managers and stakeholders