Service design personas

An exercise in using personas to highlight different approaches to service design.

Service design personas

Government Service Designer

Responsibilities:

Conducts extensive user research to understand the needs of diverse user groups.
Collaborates with stakeholders to ensure services are accessible and inclusive.
Utilises service blueprinting to map out user journeys and identify pain points.
Engages in iterative prototyping and testing to refine service designs based on user feedback.

Key SFIA skills:

User research (URCH)
User experience analysis (UNAN)
Feasibility assessment (FEAS)
Content design and authoring (INCA)
Organisational facilitation (OFCL)
Accessibility and inclusion (ACIN)
Market research (MCRH)
Financial analysis (FIAN)

Approach: Prioritises a user-centred design approach, starting with comprehensive user research and iterating based on feedback. She focuses on making services accessible to all, adhering to governmental standards and regulations.

IT Service Designer

Responsibilities:

Develops solution architectures to ensure efficient and reliable IT services.
Manages service availability and capacity to meet organisational needs.
Continuously improves business processes to enhance IT service delivery.
Aligns service design with business objectives and IT strategy.

Key SFIA skills:

Requirements definition and management (REQM)
Service level management (SLMO)
Service catalogue management (SCMG)
Solution architecture (ARCH)
Availability management (AVMT)
Business process improvement (BPRE)
Capacity management (CPMG)
Financial analysis (FIAN)

Approach: Uses a structured approach grounded in ITIL principles, focusing on process efficiency and reliability. He ensures that IT services are scalable, maintainable, and aligned with business goals.

Commercial Service Designer

Responsibilities:

Designs and refines customer journeys to enhance satisfaction for an online recipe box/meal kit subscription service.
Conducts market research to understand trends and user needs.
Manages customer service support and integrates feedback into design.
Develops brand strategies that align with service design initiatives.

Key SFIA skills:

Customer experience (CEXP)
Customer engagement and loyalty (CELO)
Content design and authoring (INCA)
Market research (MCRH)
User research (URCH)
Customer service support (CSMG)
Brand management (BRMG)
Financial analysis (FIAN)

Approach: Focuses on creating seamless customer experiences through detailed journey mapping and market research. She ensures that the service design aligns with the brand and meets customer expectations.

Start-up Service Designer

Responsibilities:

Engages in rapid prototyping and testing to develop new service concepts.
Conducts user research to validate ideas and gather feedback.
Develops innovative solutions that meet market demands and user needs.
Manages the end-to-end design process from concept to launch.

Key SFIA skills:

Innovation management (INOV)
Organisational facilitation (OFCL)
Solution architecture (ARCH)
Financial analysis (FIAN)
Requirements definition and management (REQM)
Business situation analysis (BUSA)

Approach: Uses design thinking principles to quickly iterate and refine service concepts. He focuses on innovation and agility, ensuring new services are market-ready.

Business Analyst Service Designer

Responsibilities:

Conducts comprehensive business situation analysis to identify service improvement opportunities.
Gathers and documents requirements for new or enhanced services.
Develops business models and performs feasibility assessments to ensure alignment with business objectives.
Engages in process mapping and improvement to optimise service delivery.
Facilitates workshops and collaborates with stakeholders to define service design goals and deliverables.

Key SFIA skills:

Business situation analysis (BUSA)
Feasibility assessment (FEAS)
Organisational facilitation (OFCL)
Requirements definition and management (REQM)
Business process improvement (BPRE)
Business modelling (BSMO)
Financial analysis (FIAN)
Stakeholder relationship management (RLMT)

Approach: Leverages his business analysis expertise to ensure that service design initiatives are grounded in a deep understanding of business needs and objectives. He excels in identifying inefficiencies and opportunities for improvement, translating business requirements into actionable service design plans. His methodical approach ensures that all service design efforts are strategically aligned with the organisation’s goals and provide measurable value.

ITSM and SIAM Service Designer

Responsibilities:

Coordinates internal and external resources to deliver integrated IT services.
Develops and manages service designs that leverage both insourced and outsourced resources.
Ensures seamless integration of multiple service providers to deliver optimal service outcomes.
Implements and manages governance frameworks to oversee the performance of service providers.
Facilitates communication and collaboration between all stakeholders to align on service design goals and objectives.
Monitors and analyses service performance to ensure efficiency and effectiveness.

Key SFIA skills:

Solution architecture (ARCH)
Availability management (AVMT)
Capacity management (CPMG)
Stakeholder relationship management (RLMT)
Service level management (SLMO)
Supplier management (SUPP)
Business situation analysis (BUSA)
Requirements definition and management (REQM)
Financial analysis (FIAN)

Approach: Managing complex service environments where both internal teams and external providers contribute to service delivery. Her expertise in ITSM and SIAM allows her to create cohesive and efficient service designs that maximise resource utilisation and ensure high-quality outcomes. Lisa's strategic approach involves rigorous coordination and governance, ensuring that all resources are aligned with the organisation's goals.

Healthcare Service Designer

Responsibilities:

Conducts comprehensive user research to understand the needs and experiences of patients.
Develops service blueprints to map out patient journeys and identify areas for improvement.
Collaborates with healthcare professionals and administrators to design patient-centric services.
Utilises data analytics to monitor patient feedback and service performance.
Implements iterative prototyping and testing to refine healthcare services based on patient input.

Key SFIA skills:

User research (URCH)
User experience analysis (UNAN)
User experience design (HCEV)
User experience evaluation (HCEV)
Accessibility and inclusion (ACIN)
Data analytics (DAAN)
Business process improvement (BPRE)
Requirements definition and management (REQM)
Stakeholder relationship management (RLMT)
Innovation management (INOV)

Approach: Uses a patient-centred approach to service design, focusing on improving every aspect of the patient experience. She combines rigorous user research with data-driven insights to develop and implement service improvements. Her collaborative work style ensures that all stakeholders, including patients, healthcare providers, and administrators, are aligned on the goals and design of healthcare services.

Service Designer leveraging machine learning and AI

Responsibilities:

Develops and implements machine learning algorithms to enhance services.
Analyses user data to inform service improvements and personalisation.
Conducts user research to gather data for machine learning models.
Iterates on designs based on data-driven insights and user feedback.

Key SFIA skills:

Data analytics (DAAN)
Machine learning (MLNG)
Financial analysis (FIAN)
Requirements definition and management (REQM)
Innovation management (INOV)

Approach: Leverages machine learning to create adaptive, personalised services. He focuses on data-driven design, using analytics to continuously refine and improve service offerings.