觀察與設計

The distinction between front- and backstage components of a service implies a neat separation, but this is misleading.

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Everything has a front and back, so each of the backstage components has its own front and back.

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Services are recursive. They are somewhat like matryoshka dolls of figure 6.1, the Russian nested dolls: when you open one up, it holds another very similar doll inside, and if you open that one up, there is yet another doll. The design of modern systems and services must cope with this recursiveness, with the fact that what is to be designed depends on the point of view. Do you take the point of view of the customer, the clerk, the backroom assistant, or the central administration? Answer: you must consider them all.

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The design problem here is immense: how can all the participants involved, both customers and employees, receive the information they need so that they can understand the operations?

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It is essential that services be designed with both the staff and customers in mind.

– Donald A. Norman，《Living with Complexity》

Although the design of products has received considerable attention, the study of service design is still in its infancy. As a result, less is known about the design of services than products. Moreover, product design is sexy: it is easy to hold design contests where companies submit fancy photographs of their products and then harried jurors spend a few days trying to select the prize winners.

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Services don’t have the glamour of products. In many cases, there is nothing to see.

– Donald A. Norman，《Living with Complexity》