At Open we identify and examine customer issues. At DNA we deliver on that thinking.

"We cannot solve our problems with the same thinking we used when we created them." - Albert Einstein

Service Design

Wear more black

Sherryn Macdonald June 2011
service design is new black

Black has always been in style for the customer, so its great news companies are on board to. The thing is, I think they always knew, but it was all too hard. After all service design is all about rhythm and sequencing. It’s synchronising the front of house shown to customers with the back of house behind the scenes systems and processes.

As customers we are highly sensitive to the rhythm of service design. We feel the irritant of the lunchtime queues as staff go on their own lunch break; of nifty internet banking calendars which tell us when my visa is due but not the amount; of calling the 0800 number and having to tell each person I am passed onto my account number; of having to print out and remember my discount voucher even though it is sitting on my phone.

Check out the capitalized statement which upsets the rhythm on this brand spanking new homepage. Front end, all bright and smiley. Back end, business as usual. Am sure their mortgage customers wished they had worn more black.

The absolute good news is black is always in style. Ask any designer or architect.


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