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How we taught ourselves service design

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A couple of years ago we decided that our vision at Optimal Usability was to help transform New Zealand organisations into providers of world- class customer experiences. We quickly came to the …

A couple of years ago we decided that our vision at Optimal Usability was to help transform New Zealand organisations into providers of world- class customer experiences. We quickly came to the conclusion that world- class experience is almost always across channels, and while we had done lots of projects with different channels, very few were about researching and designing the end-to- end experience.

This was about the same time that service design was gaining some currency as an umbrella term for cross-channel customer experience.

We figured that we really needed to bone up on what service design was, and how it applied to what we did. The resulting journey took us 3 years and we discovered a lot about how to “learn service design”. Some innovative approaches included spending 3 months doing service design on ourselves, interviewing CEOs of service design companies and conducting internal knowledge sharing sessions.

In this presentation I'll share our journey, our lessons and our mistakes; and give you some ideas that you can try.

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  • 1. How we taught ourselvesservice design Service Design 2012 5 May 2012 Sydney, Australia Trent Mankelow Optimal Usability
  • 2. 2003:UsabilityFocus on a single screen
  • 3. 2004:User ExperienceFocus on a single touchpoint2003:UsabilityFocus on a single screen
  • 4. 2008:???Focus on all of the touchpointsthat make the entireexperience2004:User ExperienceFocus on a single touchpoint2003:UsabilityFocus on a single screen
  • 5. This is the same stuff we arethinking about!
  • 6. But Where to start?
  • 7. How do we learn?
  • 8. Experiential Learning Theory – David A. Kolb 1. Experience 2. Observe 4. Test ideas and reflect 3. Develop ideasKolb. D. A. and Fry, R. (1975) Toward an applied theory of experiential learning. in C. Cooper (ed.) Theories of Group Process, London: John Wiley
  • 9. Step 1. Experience
  • 10. Step 2. Observe and reflect
  • 11. Step 3. Develop ideas Version 1: Too much detail on one slideVersion 2:Split intotwo slides
  • 12. Step 4. Test ideas
  • 13. Step 5. Start over again at Step 1… 1. Experience 2. Observe 4. Test ideas and reflect 3. Develop ideas
  • 14. 1. Experience 2. Observe4. Test ideas and reflect 3. Develop ideas
  • 15. In April 2010 we ran a 3-month service design project onourselves
  • 16. We used a blog to document the learnings… [Screenshot of blog - http://ouservicedesign.wordp ress.com/] 17
  • 17. …together with video diaries
  • 18. The project resulted in lots of interesting artefacts…
  • 19. ..and led to concrete change in the our own client experience [Screenshot of Hello book]
  • 20. It even influenced how we went about our recent office refit
  • 21. Step 1. Concrete experience taught us...
  • 22. 1. It’s crucial to keep iterations short and the scope narrow
  • 23. 2. We had to give ourselves license to fail
  • 24. 3. Don’t underestimate the need to sell internally
  • 25. 1. Experience Observe – Read – Interview 2. Observe4. Test ideas Reflect and reflect – Present – Write 3. Develop ideas
  • 26. There is a lot to read, but it can get a bit repetitive 27
  • 27. Interviewing luminaries was very interesting [Scan of page in small black notebook from Ben Reason, notes from Peter Morville] 28
  • 28. [Venn diagram from small black notebook] 29
  • 29. If you want to learn…teach. We started with a friendly client…
  • 30. …Then we ran a ‘breakfast briefing’ – here’s our first in 2006 [Photo of Donna presenting at a breakfast briefing] 31
  • 31. Introduction to Service Design breakfast briefing - Feb 2010 [Email invite to Wellington session, Sold out sign] 32
  • 32. http://www.youtube.com/watch?v=GXitPLqQDxc
  • 33. We then presented to in-house teams and industry groups
  • 34. We also blogged about service design on our website [Show screen shots of blogs from http://www.optimalusability.c om/category/service-design- 2/] 35
  • 35. Step 2. Observing and reflecting taught us...
  • 36. 4. Comfort – we could do this!
  • 37. 5. It helped to have existing platforms: YouTube, Slideshare, etc
  • 38. 1. Experience 2. Observe4. Test ideas and reflect 3. Develop ideas
  • 39. Knowledge Club (c. 2007) 2 hours every fortnight [Pic of Thea running her comics Knowledge Club] 40
  • 40. How can we use Knowledge Clubs to learn service design?
  • 41. Service Design Knowledge Clubs1. An introductory ‘whistle stop’ tour of 3 papers2. Service Design Circus: 22 techniques in 120 minutes3. In-depth on 4 of the most useful techniques
  • 42. • 22 service design techniques in 120 minutes• 5Ws + H• References• Examples
  • 43. We voted on the most interesting / useful techniques… [Round 1 voting.xlsx] 45
  • 44. …And ran in-depth sessions on the 4 that were most voted for [Exploding trousers from storytelling.ppt]
  • 45. Some of the sessions were run by guest speakers Lucha Libre poster from http://rderudooficial.blogspot.com.au/2011/01/nueva-gran-temporada-en-la-lopez-mateos.html
  • 46. Step 3.Developing ideas taught us...
  • 47. 6. It was important to have a safe place to experiment Photo of wrestling gym from http://www.pueblacapital.gob.mx/work/sites/deporte/resources/LocalContent/181/1/08_img.jpg
  • 48. 7. Sometimes it’s good to be “forced” to learn Photo from http://www.zimbio.com/pictures/jXJGlFDC4Zn/Mexican+Wrestlers+Lucha+Libre+Prepare+London
  • 49. 8. To develop our service design muscles we had to ‘‘get in thering”Photo from http://www.crackajack.de/2012/02/21/colin-delfosses-congolese-wrestlers/
  • 50. 9. We had to develop our own “fighting style”Photo from http://www.zimbio.com/pictures/jXJGlFDC4Zn/Mexican+Wrestlers+Lucha+Libre+Prepare+London
  • 51. 1. Experience 2. Observe4. Test ideas and reflect 3. Develop ideas
  • 52. 261,700New Zealanders had falls in their own homes in 2010
  • 53. The societal and economic cost of all falls in New Zealand is$1,840,000,000 p.a
  • 54. ACC asked us to help.What would you do?
  • 55. 1. We started by designing the approach, together with ACC,for one of New Zealand’s largest ever co-design projects
  • 56. 2. We ran 3 forums across NZ with approx. 100 staff
  • 57. The agenda looked like thisSHAPE OF THE DAYOur task: Big, bold ideas to significantly reduce 9AM impact from falls in the home ACC executive welcome Dr Lou address Who is falling? What would Apple do? Top 5 ideas Road to reality Wrap up 4PM
  • 58. We provided context to get the juices flowing…
  • 59. …Including info on where and how people are falling
  • 60. We used a ‘What would Apple do?’ exercise to solicit ideas
  • 61. 3. Ran 3 public forums, which included roleplaying … IMAGE PLACEHOLDER
  • 62. …and lots of sketching
  • 63. 4. We also ran an ideas competition at www.ideanation.co.nz
  • 64. The programme is still running, so watch this space It gave me such pride in New Zealand to hear this message. The initiative is fantastic, and if it can be a catalyst for solutions at home, and then abroad, then thats tremendous. Im so excited to hear what comes out of Idea Nation. Top new zealand scientist
  • 65. Step 4. Testingour ideas taught us...
  • 66. 10. We dont "own" service design
  • 67. 11. Clients say "customer experience" not "service design"
  • 68. 12. We need to back ourselves Photo from http://www.zimbio.com/pictures/jXJGlFDC4Zn/Mexican+Wrestlers+Lucha+Libre+Prepare+London
  • 69. In conclusionPhoto from http://picturepedaler.blogspot.co.nz/2010/10/new-miss-lavender-blue.html
  • 70. A few tips1. Give yourself license to fail2. Don’t underestimate the need to sell internally3. Use existing platforms, like blogs and networking drinks, to help “observe and reflect”4. Create a safe place to experiment, and keep iterations short and the scope narrow5. Sometimes it’s good to be “forced” to learn. To develop your service design muscles you need to get in the ring6. Don’t be afraid of backing yourself, and developing your own “fighting style”7. None of us "own" service design – it’s too big for that
  • 71. But if you do nothingelse to learn service design...
  • 72. 1. Do real projects
  • 73. 2. Be an active part of the community
  • 74. 3. Be patient
  • 75. 1. Experience 2. Observe4. Test ideas and reflect 3. Develop ideas
  • 76. Thanks! Trent Mankelow Optimal Usability trent@optimalusability.comPhoto from http://hispaniclondon.files.wordpress.com/2011/02/shiro-pose-by-siboni.jpg

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