Goal Directed Service Design
Chris Noessel explores the synergies between Service Design and Cooper’s Goal-Directed Design.
Most people think of Goal-Directed Design techniques as focused on product design, but they work equally well for services. A service is comprised of the various “touchpoints” between a customer and a business. Touchpoints include public-facing systems such as web sites and web-enabled software, but can include other channels as well, such as brick-and-mortar stores, points of sale, interactive voice response systems, email and postal mail, too.
It’s a good exposition, but I’m surprised to see Cooper making it. They’re a dyed-in-the-wool software design consultancy and service design seems like an odd cultural fit. On the other hand, Chris is a graduate of the Interaction Design Institute at Ivrea where a lot of early work in service design took place.
Either way it’s bittersweet to see the discipline filtering into the mainstream. Just the other day I read on a blog that service design is HOT. We can do without the bandwagon.