The project team must then align insights from backstage staff with customer needs and define where in the customer journey the experience
breaks down or great opportunities exist . where do channels and technologies play well together to produce value , and when do they run counter to each other finally , you will design or write the design specification for all of the touchpoints
Educational institutions suffer a similar problem . it is no coincidence that the spread of mass public education coincided with the industrial revolution .families moved from rural areas to cities to work in factories . children
needed to be cared for while their parents worked , and they needed to be educated ( although some children ended up working in factories , too .）
the style of this mass education matched the jobs the children were likely to get in the factories , requiring them to sit still , be quiet , do what they were told , and learn tasks by rote and routine . if you compare a classroom and its rows desks with a sweatshop and its rows of sewing machines , the resemblance is not a coincidence .
第1章
保险是服务，不是产品 ....... 1
来自消费者的洞见........ 4
来自企业的洞见 ............ 8
让洞见“落地” ...............11
体验服务原型........12
结束意味着刚刚开始 ..............16
第2章
服务设计的本质 ....... 19
为什么服务需要设计 .......21
服务如何区别于产品 ............21
各职能部门创建的服务只有一个评价标准：好或差..........24
服务是共创的.................25
全新技术蓝图.............26
服务经济.............30
服务的核心价值 .............30
使无形变得有形.............33
服务表现.........34
体验一体化............35
小结............36
第3章
理解人与人际关系 ....... 37
人是服务的核心...........38
洞见与数字 ............40
小结...........49
第4章
从研究到洞见和行动 .... 51
洞见的三大层次 ............52
洞见采集方法.............54
洞见的整理与呈现 ..............79
小结 .........83
第5章
描述服务生态 ........... 85
为什么要绘制服务生态图 ...............89
网络化社会.................92
线框与箭头的对决：寻找隐形联系.........93
从生态图到服务蓝图 ...........98
服务蓝图..................99
breaks down or great opportunities exist . where do channels and technologies play well together to produce value , and when do they run counter to each other finally , you will design or write the design specification for all of the touchpoints
蓝图的不同用法 .........104
从各个阶段和活动开始 ..............106
添加触点渠道............109
对比低保真原型与高保真原型 .............116
从全局到细节的思考........117
小结 ............118
第6章
构建服务主张 .............119
以洞见为基础确立服务主张 ...........120
网络银行Zopa的服务主张 .........120
从蓝图中抽取片段 ...............127
小结 ......138
第7章
服务体验的原型化 ......... 139
体验的定义 .............141
体验的类型 ............142
期望与实际体验 ...............148
以时间作为设计对象 .............149
服务设计原型............150
小结 ..........161
第8章
服务评价 .......... 163
公益的评价 ..............165
与管理者建立信任关系 ................166
苹果还是橘子——设计启动之前先定义基准数据 .....171
建立投资回报案例 ..............171
用服务蓝图来建构评价体系模型 ........172
如何避免服务评价中的常见错误 ........174
评价体系 ............175
SERVQUAL和RATER ..........179
TBL原则 .............180
小结 ............182
第9章
服务设计面临的挑战 ......... 183
来自经济的挑战——从产品到服务的观念转变 .........184
来自生态问题的挑战——服务设计与自然资源 ............186
来自社会问题的挑战——服务设计与社会进步 ..........189
needed to be cared for while their parents worked , and they needed to be educated ( although some children ended up working in factories , too .）
the style of this mass education matched the jobs the children were likely to get in the factories , requiring them to sit still , be quiet , do what they were told , and learn tasks by rote and routine . if you compare a classroom and its rows desks with a sweatshop and its rows of sewing machines , the resemblance is not a coincidence .
着手应付抗解问题 ............198
服务设计，只为了更美好的世界 ............200