Dipping a toe into Service Design

Dipping your toe into
Service Design
Elisa Kaplan Miller
Principal, UX Design
UX Advocate
CA Technologies
September 18, 2015

3 © 2015 CA. ALL RIGHTS RESERVED.
 Success measured on success of tool implementation
 Basic disregard of need
Typical GIS (internal IT department) measures

Introducing Service Design Thinking
Implementing a customer-focus for GIS

User experience is…
… a person’s overall perception of functional value and
emotive satisfaction derived from their interactions
with a product or service and associated ecosystem
throughout its lifecycle.

“Know thy user, know thy user, know thy user-
YOU ARE NOT YOUR USER”
“The key to making things understandable is to
understand what it’s like not to understand”
(Richard Saul Wurman)
User-Centered Design (UCD) - Philosophy

User Experience is:
Part of a larger customer experience ecosystem that includes
SERVICE DESIGN

What is Service Design?
…a movie

Service Design: a perspective
Service design is about designing with
people and not just for them.
“People” doesn’t just mean
customers, it also means the people
providing the service.
-from Service Design, 2013

Dipping a toe into service design:
a new perspective

Foundations of Service Design
 Pre-service: User Expectations
 Service Period: User Experiences
 Post Service: Satisfaction / Dissatisfaction

How will GIS move to become a User-Centered Service-
Oriented Organization?
 Research Phase:
– Build an understanding of your users (personas)
– Map the GIS Ecosystem
– Map the customers’ journeys
– Map those journeys to the GIS Ecosystem
 Strategy Phase
– Create the UX Strategy
– Create a roadmap
 Implementation Phase
– Implement the strategy
– Innovate and validate the solutions

From a process perspective, these are the concepts we
explored in the workshop
©thetaylorreachgroup.com

All successful UX projects begin with research
UX research helps us understand what drives people’s behavior
and why, so that we can develop products and services that are
relevant and and meaningful to them.
Goals of user research:
 To gain a deep understanding of the people who use your
product / service: their motivations, needs, pain points and
behaviors
 To see the larger context of users’ work, to determine how
your product /service fits into that context.
 To discover opportunities to delight customers.

GIS already HAD a lot of quantitative information
 Data on tickets closed over a period of time.
– By location
– Access requests
– Password help
– Incidents (problems)
 Data from a site visits initiative

“Five years ago, the
heroes were
technologists. Today, the
heroes are designers
building out a user
experience. You can have
the most amazing
technology in the world,
but if it’s not put in a form
that’s useful and
desirable, you won’t be
successful.”
— Robert Brun

Setting the Stage:
Understanding Users

Moving GIS from a technology focus to a user focus
Relationships are:
 Manifested throughout the customer journey
 Enabled by policies, processes, technology and culture
 Influenced by external forces
 Ever-changing over time
Building relationships with customers

The next step: ethnographic research
 Who are they?
 What do they do?
 How do they engage GIS?
 What are their expectations of GIS?
 What have their experiences been?
 What worked well?
 What are their pain points?

User Experiences in the GIS Context
Focusing on the current user’s experience with GIS services
 Employee receives a new computer
(new employee)
 Employee receives a new computer
(requires re-imaging or other services)
 Employee encounters a problem with
current computer:
– App
– VPN
– Operating system
 Employee receives notification that a
new tool is available.

Research outcomes
Yield: the insights
needed for change
Quantitative and qualitative research together

Understanding the GIS Ecosystem
Where GIS touches the customer

What is ecosystem mapping?
 It’s a collaborative process that helps companies identify a
complex system of interdependencies that shape all of their
interactions with customers.
 It identifies and documents all of the people, processes,
policies, technologies and data that create the customer
experience.
 It includes the parts of the ecosystem that are in view of the
customer, as well as all of those parts that influence the
customer experience from behind the scenes.

Value of Ecosystem Mapping
Everyone must have a similar
understanding of the big picture to
make informed decisions.

Defining the Ecosystem
The product / service ecosystem
involved key activity spaces, contexts,
organization and people who
influence the experience.

Outcomes from ecosystem mapping
Creating an ecosystem diagram for
your product can help you see design
opportunities, challenges, and
unexpected connections—revealing
things to investigate further in
research.

Sample Ecosystem: US Healthcare

Understanding the Ecosystem
 Zoom out and look at the bigger context that your service sits
within to be sure that you are solving the right problem
 Users of your product are impacted by people, organizations,
activities, props, places, trends and more
 Mapping out that ecosystem can help you see design
opportunities, challenges, and unexpected connections to
investigate further in research.

Stakeholder input
 What problems are we addressing; why?
 What does success look like?
 Who is our target user; why?
 What should we learn about them?
 What should we know about the product domain?
 How are decisions made; by whom?
 What organizational politics should we be aware of?
Clarify business goals and objectives

Mapping the customers’ journeys

How do users interact with GIS??
 What is the customer / user doing when they decide to
contact GIS? (Behavior)
 What is the customer thinking? (Framing)
 What is the customer feeling? (Motivation)
 How do they engage (what are the touchpoints?)?

The experience journey
 Models the journey across time and place
 Built by qualitative and quantitative data
 Captures thinking, feeling and doing
 Strives to visually represent the journey for fast
comprehension

What’s left to do
 Build out the service blueprint
 Create the Service Design Strategy
 Provide training for:
– Stakeholders
– Senior Leadership
– Employees at all levels of engagement
 Start Implementation

References
Polaine, Andy & Lavrens Lovlie (2013) Service Design: From Insight to Inspiration, Rosenfeld Media
Stickdom, Marc & Jacob Schneider (2012) This is Service Design Thinking: Basics, Tools Cases, Wiley Publishing
http://thisisservicedesignthinking.com/
http://www.service-design-network.org/intro/

Principal, UX Design
Elisa.miller@ca.com
@elisakm
slideshare.net/CAinc
linkedin.com/company/ca-technologies
ca.com
Elisa Kaplan Miller

Dipping a toe into Service Design

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (19)

Similar to Dipping a toe into Service Design

Similar to Dipping a toe into Service Design (20)

Recently uploaded

Recently uploaded (20)

Dipping a toe into Service Design

Editor's Notes