…they just make me realise the immense potential that lies for service design, in our customer driven environment.

I recently went to a newly opened mall in a busy locality. I browsed for kurtas and then chose to buy one in five minutes because someone was waiting for me outside the mall. Why was someone waiting and not parked the car was because the parking was Rs.100/- (that is another story altogether). Then I was waiting in the queue to make the payment – on the first floor there was only one counter out of the available three that was functional. I moved to the ground floor and there the card payment was facing a problem; which could not be resolved by the attendant and the manager had to be called for. The queue behind me was increasing, the shopping experience was not turning to be a happy one and two customers just left the mall without making their purchase.

This happened on the 6th day after the mall was inaugurated. People in India blame it on the exponential population growth, lack of education, rise in spending power, commercialization and increasing consumerism. But, I would not blame this bad shopping experience on the problems mentioned above…I think the solution lies in ‘service design’.

Service design is an amalgamation of multi disciplinary teams, departments and people. It is unison of the client and the organization in a new way to provide experiences.

“You can’t experience the experience unless you experience it.” –  Bill Moggridge, IDEO

About Neha Thakurdesai

Neha Thakurdesai, heads INDI Research, leading a team of designers who are passionate about ‘designing experiences’. INDI Research helps clients and colleagues think about the connections between people, brands, products and services. Neha has worked as a Design Researcher with BBC, PDD, Matt&John (London), Tata Elxsi (Bangalore) for multi-national clientele like Unilever, Reckitt Benkiser and Pepsico. Neha holds a masters degree in Design Ethnography from the University of Dundee, Scotland and a masters degree in Communication Management from the Pune University.

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