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Column: Service Design

UXmatters has published 25 editions of the column Service Design.

Top 3 Trending Service Design Columns

  1. Redefining Service-Channel Strategies Amidst COVID-19 Impacts

    Service Design

    Orchestrating experiences in context

    A column by Laura Keller
    June 22, 2020

    In the not-too-distant past, I recall companies’ forcing me to call them to resolve any issues I had. Whether it was my bank, my cable company, or my health-insurance provider, I first tried to find answers and support on their Web site, then if I couldn’t get the help I needed online, I’d reluctantly call customer service. The customer experience (CX) was excruciating—the complex, interactive voice response (IVR) system, the redundant requests for my personal information and details regarding why I was calling, and the hoops I had to jump through to get to a human being. I was frustrated not only as a customer but also as a service-design expert who knew all too well the many customer-experience laws they were breaking, for example:

    • Make it seamless.
    • Make it predictive.
    • Make it intuitive.
    • Make it intelligent.

    But what was the biggest law they broke? Give me options. Read More

  2. Driving Telehealth Success by Creating Trust and Meaningful Interactions

    Service Design

    Orchestrating experiences in context

    A column by Laura Keller
    June 17, 2019

    Most people are aware of the evolving state of healthcare today—whether they’ve personally experienced the plethora of issues that healthcare presents or have read the many news reports covering the industry. As a service designer who is constantly identifying and solving problems, I have always been fascinated with the truly wicked problem that healthcare presents. Considering the broad scope of healthcare and its many stakeholders—including the government, healthcare providers, payers, pharmaceutical companies, and pharmacies—the problem seems almost impossible to address.

    But patient demand is driving big changes. People’s experiences across industries are elevating their expectations of the healthcare industry. As a consequence, companies are reinventing themselves through acquisitions and partnerships to address the healthcare system’s legacy issues. Examples include CVS’s acquisition of Aetna and JP Morgan Chase, Amazon, and Berkshire Hathaway partnering to create Haven. Plus, people are taking more ownership of their health and are adopting digital health technology such as wearables and remote tracking to support their expectations and behaviors. Read More

  3. The Life in Between: A New Model of Customer Engagement for Life Insurance

    Service Design

    Orchestrating experiences in context

    A column by Laura Keller
    March 18, 2019

    Several years ago, our financial advisor and good friend began talking to us about retirement planning, college savings for our infant daughter, and the importance of life insurance. He said, “It’s not cheap, but you need to do it.” He advised us on the company to choose, began the paperwork, and told us how to continue the application process. Of course, I didn’t look forward to taking on the cost or the administrivia of applying for life insurance. “You’ll need to answer questions about your income and health and have physicals,” our friend told us. Nevertheless, there was something oddly fulfilling about applying. Life insurance isn’t a fun topic or process, but it represented a milestone in our lives. With a family, I was ready to think about someone other than myself.

    The Emotional Side of Life Insurance

    The woman processing our application was perfectly nice and professional. Some of the questions she asked caused some anxiety and made me feel defensive—those about drinking and exercise. Others, I answered proudly—no smoking, good eating. However, I wasn’t prepared for one question: “Are your parents alive or deceased?” My dad had passed away a few months earlier. I felt my renowned ability to contain my emotions start to waiver. She expressed her sympathy and asked the reason. I answered, “pancreatic cancer,” and started crying, then apologized, saying it was still recent so I hadn’t gotten used to talking about it. She was very patient, then we continued with the questions. Read More

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