services intro


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services intro

  1. 1. NYC NYCSERVICE SERVICE SERVICE JAM NYCJAM JAM 2012 2012 2012 SERVICES What are they and how do you design them? | FEBRUARY 25, 2012
  2. 2. Book a room ACE HOTEL
  3. 3. Check in ACE HOTEL
  4. 4. Go to your room ACE HOTEL
  5. 5. Settle in ACE HOTEL
  6. 6. Go downstairs for a coffee ACE HOTEL
  7. 7. Hang out in the lobby ACE HOTEL
  8. 8. Go online ACE HOTEL
  9. 9. System with many parts ACE HOTEL
  10. 10. Quick service blueprint
  11. 11. Same “product”, different service Marriott Ace
  12. 12. Identify a need LUCKY DRAGON VISA
  13. 13. Identify a need LUCKY DRAGON VISA
  14. 14. Prototype the service LUCKY DRAGON VISA
  15. 15. Know your audience LUCKY DRAGON VISA
  16. 16. Different context = novel LUCKY DRAGON VISA
  17. 17. What is a service?Intangibleunfolds over timeMany partspeople, product, place,process, performance
  18. 18. And what makes a good service?EasyUsefulEnjoyable
  19. 19. What is Service Design?
  20. 20. Choreographing thedynamic interactionsbetween companiesand peopleCraig LaRosa, Continuum
  21. 21. Consciously designingservices using a holistic,human centered designprocess
  22. 22. Design for experiencesthat reach people throughmany different touchpointsand that happen over
  23. 23. Designing tools or serviceswith people and for peopleto self-organize and havemeaningful conversations
  24. 24. Useful + EffectiveUsable EfficientDesirable DistinctiveBirgit Mager Service design national confernece June 24-25, 2011
  25. 25. Service Designers visualize,formulate and choreographsolutions that are not yetavailableBirgit Mager
  26. 26. Service Design is the activity of planningand organizing people, infrastructure,communicaton and material componentsof a service in order to improve its quality,the interaction between service providerand customers and the customers’ needsWikipedia
  27. 27. How do you designa service?
  28. 28. Improving Inventing existing new
  30. 30. People first
  31. 31. Systems
  32. 32. Systems
  34. 34. Co-creating with users and stakeholders
  35. 35. Co-creating with users and stakeholders
  36. 36. Sketching and prototyping
  37. 37. Guiding PrinciplesPeople choose rail travel because it is Rail booking is only one part of people’s larger People build their travel plans over time. Peopl Visualizingconvenient, easy, and flexible. travel process. and pCustomer Journey STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Enter trips Review fares Confirm Delivery Payment Review & RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected Select pass(es) itinerary options options confirm Destination Look up pages Change Check ticket time tables E-ticket Print plans status at Station Live chat for questions Plan with Map itinerary interactive map (finding pass) May call if Buy add DOING ticke difficulties occur Kayak, View Blogs & web/ compare maps apps Travel sites Print e-tickets airfare at home Paper tickets Web arrive in mail Look up timetables Arrange Talk with Google Research friends travel searches hotels • What is the easiest way to get around Europe? • I want to get the best price, but I’m willing to pay a • Do I have all the tickets, passes and reservations • Do I have everything I need? • I just figured we could grab a t • Where do I want to go? little more for first class. I need in this booking so I don’t pay more • Rail Europe website was easy and friendly, but not more trains. What can we THINKING • How much time should I/we spend in each • How much will my whole trip cost me? What are my shipping? when an issue came up, I couldn’t get help. • Am I on the right train? If not, w place for site seeing and activities? trade-offs? • Rail Europe is not answering the phone. How • I want to make more travel pla • Are there other activities I can add to my plan? • What will I do if my tickets don’t arrive in time? else can I get my question answered? do that? • I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an • Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. • What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive FEELING • Frustrated that Rail Europe won’t ship tickets connection. • I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. • Meeting people who want to show • Am I sure this is the trip I want to take? • Happy to receive my tickets in the mail! serendipitous, and special. Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail EuropeOpportunitiesGLOBAL PLANNING, SHOPPING, BOOKING POST-BOOCommunicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improveproposition. need. own solutions. and booking. for making decisions. experiencSTAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: PosMake your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactivemore savvy travelers. explicit purposes. booking on the web. reasonable timeline. with chan
  38. 38. Storytelling
  39. 39. Business planning $$$
  41. 41. Maps and diagrams
  42. 42. Service blueprintsCUSTOMER ACTIONSline of interaction“ONSTAGE” CONTACT EMPLOYEE ACTIONS line of visibility“BACKSTAGE” CONTACT EMPLOYEE ACTIONS line of internal interactionSUPPORT PROCESSES
  43. 43. Service blueprints
  44. 44. Customer journeys
  45. 45. Photography and video
  46. 46. More methods and boardask around!
  47. 47. Remember...Create your account on Planet Jamby 3:00pm SaturdayUpload work in progress! Don’t waituntil the deadlineDon’t borrow copyrighted materials
  48. 48. By 3:00pm Sunday...Summary of your projectArtifact that tells the story ofyour serviceDiagram of the service ecosystem
  49. 49. Now...a game!