Got A Good Idea? Lets Make It Great!


Published on

Part of the Festival Design DNA project from the Edinburgh Festivals Innovation Lab. See for full context & details

Published in: Technology, Economy & Finance
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Got A Good Idea? Lets Make It Great!

  2. 2. WHERE HAS THIS COME FROMFestival Design DNA is a project produced by Snook for festivalslab. It is both a set of practical tools and an exciting new conversation about what happens when cultural professionals and organisationsstart to think like designers and work to make the experiences they create better from a person-centred point of view. festivalslab or the Edinburgh Festivals Innovation Lab works with and for the twelve Edinburgh Festivals on how to use new thinkingand new tools to the experience of the world’s festival city even better for audiences, creative talent and festival organisations. Snook is a Glasgow-based service design and social innovation agency focusing on transforming the way services are delivered in Scotland, ensuring people come first.
  3. 3. GOT A GOOD IDEA? LETS MAKE IT GREAT!Purpose: Brainstorm: 1/2 day (Use this time to reflect on your findings fromThe purpose of this pack is to take a back of the the prototyping sessions and take steps forward tonapkin idea and develop it and test with users. It’s improve your product or service)important before implementing solutions that weprototype and test them to make sure they work. Storyboard: 2 days (Build a detailed storyboard of your final concept)Time Frame: Service Evidencing: 1 weeksWe recommend you run this project over the (Take time to develop the storyboard and servicecourse of 4-8 weeks. evidence visuals of your new concept) WWWWH: 1/2 dayTools: (Run as a team exercise to ensure everyone is on the same page)Principle Statements: 1 day(Spend time discussing idea and creating some Co-Design Event: 4 daysbasic service principles to move forward) (Take two days to plan and prepare the event and one day to deliver. Use the day after to documentPersona: 2 days and breakdown the findings from the event)(Spend time pulling out who the characters are ofyour service) Blueprint Lite: 1 day (Work as a team to breakdown your serviceIdea Sketch: 1 day blueprint lie)(Run idea sketching as a workshop session for yourproject team) Blueprint: 1 week (This is a lengthy exercise and can take time to addExperience Prototype: 2 weeks the detail and work up into a final graphic)(An experience prototype does take time to plan/implement and reflect on it. If you want to do it on Showcase Eventa large scale then allow time for it) (Plan this in advance, it’s difficult to get people on board)Mock Up: 1 day(Run mock up as a workshop session for yourproject team)Desktop Walkthrough: 1 day(Run desktop walkthrough as a workshop sessionfor your project team)Staging: 1 day(Run staging as a workshop session for your projectteam)Prototype Challenge: 1 week(Run prototype challenge for a week andincorporate the tools above)
  4. 4. DEFINEPRINCIPLE STATEMENTS “GOOD SERVICE DESIGN PRINCIPLES ARE LIKE USE ME TO: MINIATURE, ROBUST, FLEXIBLECreating principle statementsis designing a criteria for thefunctions a design or project • Guide the development BRIEFS”needs to fulfil. processPrinciple statements can be • Synthesise findingscreated at different stages in the • Delve deeperdevelopment but are a good wayto move forward after synthesisingproblems and opportunities and YOU WILL NEED:conducting further reasoning intothe issues. Principles are usually • The project teamcommunicated in short sentences • Post its & pensor even one word which can befollowed by a longer description.Principles are created to provokemore discussion and should bekept creative.Think of them as what a usermight say after using your service.For example your principles maybe, ‘easy to use’, ‘bespoke’,‘flexible’, ‘personalising yourexperience’. You might wantsomeone to say, “The servicewas really easy to use, it gave meflexibility to build my own festivalitinerary and create a personalisedexperience.”
  5. 5. PRINCIPLE STATEMENTSCreating principle statements is designing a criteria for the functions a design needs to fulfil.Principle statements can be created at different stages in development but are a good way tomove forward after synthesising problems and opportunities and conducting further reasoninginto the issues. Create your principles as short phrases or one-word statements, these can be supported by explanatory sentences. them cut in, hem ese t Fi ll th d have he a n dt e out you an you ar p ne ar ne evelo whw o d team inuing t idea. t con service ant to he r t you ight w before m You it these e. s g revi ery sta de liv FESTIVAL DESIGN DNA
  6. 6. DEFINEPERSONA “WE MADE CHARACTERS OF OUR FESTIVAL CUSTOMERS TO USE ME TO: HELP US UNDERSTAND THEIRPersonas are based on fictionalcharacters whose profilesummarises the features • Inspire and inform new of an existing social group.This means the personas ideas • Synthesise user NEEDS”assume the attributes of the personalities into categoriesgroups they represent: from • Maintain a customer their social and demographic centred processcharacteristics, to their own • Test new ideas against needs, desires, habits and realitycultural backgrounds. Theyare designed to help you see afestival experience from lots of YOU WILL NEED:different perspectives. • To observe users • Customer insight The tool will prompt you to give informationthe persona a name, a photo, • To get this information you age, occupation and tell their will to conduct interviews, background story. talk to customers/staff, use quantitative information to The persona should tell us create customer segmentswhat that person does day today, what does their life looklike, what are their personalitytraits? Use a key quote to sumup that person’s thinking, thismakes a persona quick andeasy to understand.
  7. 7. PERSONA Fill in the blanks:Image / portrait / sketch NAME AGE DRAW HERE OCCUPATION / BACKGROUNDS CHARACTERISTICS“ MOST LIKELY TO ” LEAST LIKELY TOWhy would they attend your festival?What would they say? FESTIVAL DESIGN DNA
  8. 8. DEFINEBRAINSTORM “BRAINSTORMING ALL OUR IDEAS TO IMPROVE OUR USE ME TO: FESTIVAL WAS EXCITING”A brainstorm exercise iswhen everyone in the room isencouraged to add ideas onto • Come up with ideaseither a wall or paper. The best • Include everyone in the projectway to do this is to use post its toadd a small sketch or title of anidea. The purpose is to allow anallocated time to come up with YOU WILL NEED:as many ideas as possible. This • Pens & post itsrequires a few basic rules. • A large sheet of paper or a wall1. Set a timer and stick to it.Depending on the circumstancesyou might want to do short burstsof 1 to 5 minutes. You may wantto give an hour.2. Everyone must contribute.3. Draw in chunky pens (thismeans everyone can read it).4. Every idea counts (no matterhow eccentric).Even if an idea is about a flyingpig that takes your customersfrom one venue to another, it stillcounts. Returning to ideas likethis can uncover those nuggets ofbrilliance!
  9. 9. BRAINSTORM IDEASA brainstorm exercise is when everyone in the room is encouraged to add ideas onto either a wallor paper. The best way to do this is to use post its to add a small sketch or title of an idea. Thepurpose is to allow an allocated time to come up with as many ideas as possible. This requires afew basic rules. Set a timer and stick to it. Depending on the circumstances you might want to do short bursts of 1 to 5 minutes. You may want to give an hour. Everyone must contribute. Draw in chunky pens (this means everyone can read it) Every idea counts ( no matter how silly ) get y to our t wa y A grea ps and to u is ays r gro -up you wrmed ed 50 w ind call Give ow n m ercise emon. arge ex al ,al as d o an ueeze inutes quickly q to s ves 5 m and as ays rsel er 0w you t of pap alise 5 n - the e u she an, vis a lemo c e e you squeez nventiv to e i r. mor e bette th FESTIVAL DESIGN DNA
  10. 10. DEFINE EVENTS/PLATFORMS/TOOL “IT WAS JUST AMAZING HAVINGCO-DESIGN SESSION CUSTOMERS, STAFF, ORGANISATIONSA co-design session is a USE ME TO: DESIGNING TOGETHER AROUND ONEfantastic opportunity toinvolve a range of different • Explore potential directions TABLE””stakeholders in the design for your ideaprocess itself. • Gain inspiration • Create a sense of shared Co-design is a core aspect of ownership around this the service design philosophy. processIt can involve anyone fromstaff, designers, customers andexecutives. YOU WILL NEED:Together, you’ll work • A spacecollaboratively to examine and • An invitationinnovate ideas. • A structured agenda • Paper & PensTry putting on a workshop • Post itsto bring people together and • Generative toolsgenerate ideas to some of your • Recording equipmentproblems or insights.
  11. 11. DEFINE EVENTS/PLATFORMS/TOOL “WE BOOKED A SIMPLE VENUE AND LET OUR SLIDES TO THESHOWCASE EVENT TALKING”Holding an event is a great way USE ME TO:to get people on board withyour project. • Gain feedback on your work so farInvite a range of speakers to • Focus the future direction of talk about the issue you’re your worksolving, or topic you’refocusing on and showcase thework you’ve done to date. YOU WILL NEED:You can also use this event to • An invitationraise funding, grow your critical • A venuefriends and network for the • A range of finished and project. incomplete aspects of your process to show offYou’ll also get good feedback • A short presentation of your on the work so far. Try to keep process (optional)a record of all the questionsyou are asked and visitthese when the project teamreconvenes.Use something simplelike Eventbrite to send outinvitations, and write acompelling description aboutthe event to entice people tocome along.
  12. 12. DEVELOPIDEA SKETCH “WE SKETCHED UP A NEW IDEA FOR A TICKET BOOKING SYSTEM. USE ME TO:Sketching your concept orquickly visualising it on screenusing graphic software is a THAT’S WHEN IT CAME TO LIFE” • Communicate your ideas great way to bring an idea to and share with others. • Practice your drawing skills • Visualise IdeasPeople should be able to look • Create a prop for feedback/at it and understand what further discussion.your idea does. It should beaccompanied by as little text aspossible. YOU WILL NEED:Of course, you can use old • An ideafashioned paper and pen to • A drawing mediumsketch your idea too! • Google Images • Graphic editing softwareYou may want to considersketching up a festivalswebsite layout, a leaflet, ordevelopments to the Fringephone app.
  13. 13. IDEA SKETCHSketching your concept or quickly visualising it on screen using graphic software is a great wayto bring an idea to life and share with others. People should be able to look at it and understandwhat your idea does. It should be accompanied by as little text as possible. Use chunky pens (Sharpies are great, felt pens are good too.) Draw quickly, and don’t worry about your drawing skills - stick My idea is called: FESTIVAL DESIGN DNA
  14. 14. DEVELOP “WE TOOK OUR PROTOTYPEEXPERIENCE PROTOTYPE (LARGE) INTO THE VENUE AND ASKED PEOPLE TO TRY IT OUT”During the development of yourservice, it is important to use different USE ME TO:tools to test from different angles. • Test ideasThe service user and provider • Develop ideasexperience a simulation of the final • Get user feedbackservice through it’s touchpoints. This • Gain experiential feedbackdoes not need to be in situ, it canbe in the studio/office context, but itdoes need to involve actual serviceproviders and/or users. YOU WILL NEED: • Service users and providers This type of prototyping is useful for testingto explore the performance of theservice against it’s users. You may • Incentives (sweets, biscuits)want to test a new concierge service • Mock-up/prototypes of for delegates who have been invited touchpointsby your festival organisation. • Camera/Video camera • Pens, paper & post itsWhy not rent a space like the MeltingPot and use cardboard to mock up anairport arrivals space and the insideof the car and materials providedwhen taking the delegate from airportto hotel. Have someone film theexperience and then review it backwith the user. What was brilliant, andwhat could have been better?By bringing it to life is where you willfind most useful feedback to developyour final proposition.
  15. 15. EXPERIENCE PROTOTYPINGDuring the development of your service, it is important to use different tools to test from differentangles. The service user and provider experience a simulation of the final service through it’stouchpoints. This type of prototyping is useful to explore the performance of the service againstit’s users. This does not need to be in situ, it can be in the studio/office context, but it does need to involve actual service providers and/or users. Think about the scenes that you want to try out through experience prototyping - sketch them our like a customer journey map to give you some structure. Think about setting your scene: where will you try eed? o you n laces... out your idea, how much space will you need? What What d eople, p p contectua details do you need to include? Props, Who is involved + roles ring o-c aptu e Vide servic rs r you rovide nd p rs a e new will use f th o ring ks use ce offe at wor i h serv you w s a little w sho at need pment. h & w develo e mor FESTIVAL DESIGN DNA
  16. 16. DEVELOPMOCK UPYour mock-ups should develop asyour idea does. USE ME TO:Starting off with montages of • Test ideasexisting services and elements • Develop ideasthat you would like to include/ • Get user feedback draw inspiration from, through Communicate the idea in to more realistic examples of your headtouchpoints and interfaces.The idea of a mock-up is to test YOU WILL NEED:your idea and receive feedback,so done cherish it too much. Keep • Pens & paperyour mock-ups quick and simple. • ImaginationThis is an ideal technique to dofrom your desk, or in a workshopscenario.You may find yourself mockingup a ticket with a QR code on it,drawing out a new website whichshowcases events on acrossthe year, or a leaflet that hasinformation on places to eat near “WE DID A SIMPLE MOCK UP OF A FRIENDyour main venue. FINDER FOR HOGMANY, PEOPLE THEN STARTED TO ENGAGE WITH THE CONCEPT”
  17. 17. MOCK UPYour mock-ups should develop as your idea does. Starting off with montages of existing servicesand elements that you would like to include/draw inspiration from, through to more realisticexamples of touchpoints and interfaces. The idea of a mock-up is to test your idea and receivefeedback, so you shouldn’t be too precious about it. Keep your mock-ups quick and simple. This is an ideal technique to do from your desk, or in a workshop scenario. You may find yourself mocking up a ticket with a QR code on it, drawing out a new website which showcases events on across the year, or a leaflet that has information on places to eat near your main venue. oes your idea look like? Ideas sketch : what d al? need to make this re What do you tos pho ing of your Tak ch a at of e ans th ’ me sed to nes u ‘sce can be oard, n yb the a stor al writt and y e m on for additi . ‘Rou gh n re o with riptions , captu c des y’ is ok wards. R ead a after er cam FESTIVAL DESIGN DNA
  18. 18. DEVELOPDESKTOP WALKTHROUGHThe function of a desktop USE ME TO:walkthrough is implied in thetitle - they are walkthroughs • Test ideasthat can be done from your • Bring to life intangible desk. concepts • Develop ideasUsing figurines, complex • Share your thinking with services can be brought to life stakeholdersand visualised in 3D, enhancing • Gain feedback from your paper sketches. customersTypically, the method will usea customer journey and other YOU WILL NEED:‘actors’ to imagine a service. • Plastic figurines, LegoSmall touchpoint props can be • Paper, glue, pens mocked up and a persona can • Camera to capture the process “WE USED LEGO TO LOOK ATbe taken through the service.Do this with stakeholders, orjust on your own to bring to lifea service and question how itworks. HOW PEOPLE WOULD MOVE DOWN THE HIGHSTREET”
  19. 19. DESKTOP WALKTHROUGHThe function of a desktop walkthrough is implied in the title - they are walkthroughs that can bedone from your desk. Using figurines, complex services can be brought to life and visualised in3D, enhancing your paper sketches. Typically, the method will use a customer journey and other‘actors’ to imagine a service. Small touchpoint props can be mocked up and a persona can be taken through the service, with stakeholders, or just on your own to bring to life a service and question it. Some points to consider when creating your walkthrough: Who is going to be included in the story? Where do the elements of the story take place? Do you need scenery? What particular points do you want to illustrate? Do you need ‘supporting actors’? How will you mock up your touchpoints? How will you differenciate between existing and new service offerings? How many stories/ people do you want to walk though? Set your scene: think about where you are going to work, how much space do you need? tos ng pho our Taki ch of y a t of e ens tha o s’ m ed t ene be us rd, ‘sc can boa they a story al n . form additio riptions wit h s c n de w ritte FESTIVAL DESIGN DNA
  20. 20. DEVELOPSTAGINGStaging is about acting out your newservice or product in use to help develop USE ME TO:ideas further. Choose a couple of actorsand someone to play the director. • Develop and test new ideas • Bring staff into the development Using prompts like personas, user processcharacteristics, a basic story or a new • Uncover new insights and idea, staff and/or customers can act outservice experiences. opportunitiesParticipants in the staging exercise areasked to interchange between roles in the YOU WILL NEED:scenarios so different perspectives canbe gained and ideas driven forward. It • The project teamis advised to film this exercise so it can • A prompt (template format)be analysed afterwards. You can usethis to demonstrate the concept to your • A video cameraorganisation, product development teamor stakeholders.Staging is a great communication tool,but more importantly a developmentexercise. By acting out the service, thedirector can shout cut to show momentswhere there might be a pain point withyour idea, or where there is a opportunityto change an element of your process. “STAGING REALLY BROUGHT TO LIFE OUR WELCOME EXPERIENCEEvaluation afterwards is crucial to findwhat worked and what didn’t. You cando this using discussion, or the POPIframework to develop thinking aroundhow to improve the offering you havedeveloped. Another alternative is to filmthe staging and watch it back, this allows TO OUR VENUE”you to go more in-depth into the processand design you are suggesting.
  21. 21. STAGINGStaging is about acting out your new service or product in use to help develop ideas further.Choose a couple of actors and someone to play the director. Script this using personas,characteristics, a basic story and the idea, staff and/or customers can act out serviceexperiences. What ne impro eds ved? Scene s r? 1. ed irecto Wh o is th Stickin 2. g poin ts? t’ 3. all ‘cu role is to c pot a ‘pain Their ey s y are ime th e the 4. e very t the servic y, you can ’ in wa point ing. That ts as you 5. itne ss stmen w ju ke ad all ma go. ice, serv s the oment g out te m ctin ica e By a an ind might b r u c here yo e t y ou a r with is whe n point re there e an i g a pa or whe o chan ess. id ea, unity t r proc ort ou ds opp ent of y fterwar t elem ation a ha t. dw ’ Ev alu al to fin at didn ru ci w h is c ed and w ork FESTIVAL DESIGN DNA
  22. 22. DEVELOPPROTOTYPE CHALLENGE LITE (MOCK UP, LEGO, STAGING)Prototyping is a quick way to testyour ideas. We all prototype every USE ME TO:day when we try a new recipe or takea new route to work. Prototyping your • Test Ideasidea may involve cardboard, paper or • Develop ideaslego. It doesn’t matter what it looks • Get user feedbacklike. To use this method you will need • Communicate the idea in your your imagination to bring your ideas headto life. Working with a partner or teamis great for this to run through how anidea might work. YOU WILL NEED:You could run a challenge to really getpeople to make their ideas real in a • Pens & paperworkshop - all you need to do is put • Imaginationdown a box of materials and make itmandatory for participants to showhow their idea looks and feels usingthe materials in the box. Try usingtechniques from the Festivals DesignDNA toolkit like ‘mock up’, ‘desktopwalkthrough’ or ‘staging’ to getpeople making their ideas.Your prototypes should develop “WE MADE OUR IDEA REAL IN UNDER 10 your idea does. Starting offwith montages of existing servicesand elements that you would like WE PROTOTYPED A NEW APPto include/draw inspiration from,through to more realistic examples oftouchpoints and interfaces. The ideaof a prototype is to test your idea andreceive feedback, so you shouldn’tbe too precious about it. Keep yourprototypes quick and simple. FOR THE FRINGE”
  23. 23. PROTOTYPE CHALLENGE (TAKE PROTOTYPES TO USERS)Prototyping is a quick way to test your ideas. We all prototype every day when we try a newrecipe or take a new route to work. Find out what they like and dislike about your idea. Mostimportantly, give users the opportunity to get their hands on your prototype, this is when you findout how they really feel about it. You can either bring your users into your prototype challenge workshop or take your prototypes out to their homes/workplace. YOUR E PROTOTYP g turin o- cap Vide users r you ions to ll t i eac sw ial r totype ke init pro r ma t you l a lot, collec a u reve that yo e sur ata. d this FESTIVAL DESIGN DNA
  24. 24. DEVELOPSTORYBOARDWe’ve all seen films, read books,told a joke; stories are one of the USE ME TO:easiest ways to get an idea across. • Communicate an ideaServices benefit from being turned • Develop an idea around how into stories because they happen people use itover time, they have a natural • Think about all angles of a narrative. Using stories allows servicefor central characters (users)supporting cast (staff) and abeginning, middle and end (service YOU WILL NEED:blueprint). • Paper & PensUse a simple template to buildone, like a comic book layout, and • The storyboarding template “I HAD A NEW IDEA FOR THE DELEGATE EXPERIENCE,draw (yes, even stick men) a visualstory. Start in the middle with theoutcome/the value your idea offers STORYBOARDING ALLOWED MEand work on either side if you arestuck where to begin the story. TO COMMUNICATE HOW ITYou might start with the idea of awebsite showing you where venuesare and if they have disabled toiletsor not, but elaborate on this idea bythinking about how the informationgot there, and if people review the UNFOLDS FROM THEIR COUNTRYinformation about the amenity afterthey have used it. Storyboarding willallow you to think this through and TO THE HOTEL””really work up an idea.
  25. 25. STORYBOARDINGWe’ve all seen films, read books, told a joke; stories are one of the easiest ways to get an ideaacross. Services benefit from being turned into stories because they happen over time, they havea natural narrative. Using stories allows for central characters (users) supporting cast (staff) and abeginning, middle and end (service blueprint). Start in the middle with the outcome/the value youridea offers and work on either side if you are stuck where to begin the story.
  26. 26. DELIVERSERVICE EVIDENCING POSTER (SMALL) “MAKING A POSTER IS A REALLY QUICK WAY TO EXPLAIN USE ME TO: OUR CONCEPT TO PEOPLE IN OURA poster is the perfect way tocommunicate any new service/product/offering your festival • Showcase an early ideaorganisation has created. • • Get user feedback Develop your idea ORGANISATION”By drawing or using • Communicate the value of photographs you can show your ideaexactly what your idea wouldlook like if it was real. YOU WILL NEED:The key is to take a photographof your newly designed poster • Paper & pensin context - this really brings • Camerayour idea to life. • Blu-tack/Sellotape
  27. 27. SERVICE EVIDENCING POSTEREvidencing is a way of exploring the proposed touchpoints of a service; how they will look, feeland communicate with the service user. This is about mocking up elements of the service you aredeveloping. It could be a poster, a leaflet, a ticket you receive or a text message. Any element ofthe service which is tangible can be mocked up and photographed in context to bring it to life. What’s your idea called? Use this space to bring your idea to life. Show it as if it is real. FESTIVAL DESIGN DNA
  28. 28. DELIVERW.W.W.W.W.H. (Who.What.Where.When.Who.How) “ANSWERING SIMPLE QUESTIONS ABOUT YOUR IDEA USE ME TO: REALLY GETS YOU OUT OF THATWho, what, where, when, why andhow are guiding titles to ensureyou think about your user and the • Communicate your idea FESTIVAL CABIN FEVER MODE”reasons they are using the service • Design a pitch for your ideaor product you have designed. • Begin a project meetingUse it anyway you like throughoutthe process, but during thedelivery stage you can use this in YOU WILL NEED:the final project phase to clearly • The WWWWWH templatecommunicate and pitch your idea. • Pens & paperFor example you can use both ageneral and specific question;Who will use this?Who is our customer base?What is our new festival offeringcalled?What are we delivering?Where does this new festivaloffering happen?Where does this take place?Why would people use our newfestival offering?Why is this valuable?How do people find out about ournew festival offering?How do people use it?
  29. 29. W.W.W.W.W.HPOPI enables you to work through insights and research to create principle statements.Ideally, this can be used as a framework to discover and define stages of a project and be used as a point of reference. It is an activity toconverge research into a vision. POPI can be used to lay findings and ideas on a wall space so coherent stories and patterns can be easilyidentified. WHO WHAT WHERE WHEN WHY HOW FESTIVAL DESIGN DNA
  30. 30. DELIVERBLUEPRINT LITE (SMALL)A light blueprint is a great way USE ME TO:to showcase the user journey,the stages of the service and • Display what is in place the touchpoints in one tool. It is within your service to not as detailed as a developed support your user at various blueprint but it shows us the stagesbasic customer journey and • Communicate your service the process of how a service as a whole.or product is delivered and • Document where/if consumed. alterations need to be made • List the touchpoints We work through a lite blueprint involvedin the following way;1. Start with the customer YOU WILL NEED:journey • Pen & paper2. Outline what the processstages are • Blueprint lite template • Post its “A QUICK BLUEPRINT HELPED3. Highlight what touchpointsare used US GET TO GRIP WITH HOW TO4. Consider who would deliverthis backstage DELIVER OUR NEW TICKETING SERVICE”
  31. 31. BLUEPRINT (LITE)Service blueprints are a way to specify and detail each individual aspect of a service. They are visual documents that can detail the entire process and actions involved in consuming and delivering a service.It follows a customer’s actions across multiple touchpoints. It can also detail staff actions and back stage ‘invisible to the user’ actions.CONSIDER THE USER’S PERSPECTIVE, SHOW WHAT THEY ARE DOINGCUSTOMER JOURNEY MAPHIGHLIGHT TOUCHPOINTS USED BY THE USERWHO IS INVOLVED IN THE FRONTLINE DELIVERY OF THIS SERVICE?WHO / WHAT ELSE IS SUPPORTING THIS SERVICE IN THE BACKGROUND? FESTIVAL DESIGN DNA
  32. 32. DELIVER “A BLUEPRINT IS AN INTENSIVEBLUEPRINT EXERCISE BUT SO WORTHWHILEThe Service Blueprint follows a customer’sactions across multiple touchpoints. It is a will deliver this. Work from these and outline all the actions that can take place under each DOING TO UNDERSTAND WHERE YOURdetailed plan which outlines the interactionsthroughout the provided service; the peopleinvolved, the actions, implementations and the group of events. For example, under the buy ticket stage a CHANGES FIT WITHIN THE EXISTING ECO SYSTEM”route taken and then outlines what channel customer activity may be;(web/phone/face to face) that this action takesplace on. ‘User buys ticket from self service machine on the High Street’Using the Festival Design DNA blueprinttemplate outlined is a ‘basic’ walkthrough of By outlining all these actions we can detailwhat most users might go through. In this what touchpoints need to have briefs createdstage of your project, these may be scrapped for favour for more appropriate titles.A blueprint displays not only what is visibleto the user going through the service but all USE ME TO:of the functions that exist around them - thetouchpoints and behind-the-scenes workings. • Display what is in place within These are all aligned, usually chronologically, your service to support your user to the user experience. At this stage of the at various stagesproject, the blueprint is a final document that • Communicate your service as a can be handed over to consultants who will wholebuild and deliver your service. • Document where/if alterations Blueprints can be made collaboratively at a need to be madesession and tidied up later in the office. The • List what touchpoints need best way to start is thinking about how a delivereduser becomes aware, joins, uses, grows withand leaves a service. These are then crossreferenced with touchpoints, like web, print,face to face to document all the elements YOU WILL NEED:of a service. It’s important to remember thatblueprints are often bespoke, and whilst beginwith an initial framework, should be tailored • Pen & paperto the look and feel of the service they are • Guiding titlesdocumenting. • You may want to make this as a digital layout due to scale and This blueprint comes back to your final userjourneys you have developed from both the complexityvarious customers viewpoint and the staff who
  33. 33. BLUEPRINT Service blueprints are a way to specify and detail each 1. Start with the customer journey. This is the easiest way to individual aspect of a service. They are visual documents that detail the process of how a service operates can detail the entire process and actions involved in consuming 2. Start to highlight touchpoints involved in the customer and delivering a service. journeys so that you can look at what needs to be created to deliver the service It follows a customer’s actions across multiple touchpoints. 3. You can then generate multiple journeys to start pulling It can also detail staff actions and back stage processes. out different touchpoints as they occur on different channels. FINDING OUT WHAT ARE PLANNING WHAT IS THE FINDING OUT MAKING A RECEIVING GO TO FESTIVAL FESTIVAL MORE EXIT FEEDBACK / WHAT’S ON - THE EXTERNAL PURCHASING THE FESTIVAL USER DOING? FESTIVAL EXISTS DECISION TICKETS VENUE NAVIGATION IN MOTION INFORMATION FESTIVAL FOLLOW UP SCOPING FACTORS? EXPERIENCE CUSTOMER JOURNEY MAP HIGHLIGHT THE TOUCHPOINTS CHANNELS POST SMARTPHONE PHONE EMAIL SPACES PRINT WEBLINE OF VISIBILITY 1 STAFF ACTIVITYLINE OF VISIBILITY 2 SYSTEM ACTIVITY FESTIVAL DESIGN DNA
  34. 34. A process to help you develop your idea and test it with the public to make your festival better. Includes; Principle Statements Persona Idea Sketch Experience Prototype Mock Up Desktop Walkthrough Staging Prototype Challenge Brainstorm Storyboard Service Evidencing WWWWH Co-Design Event Blueprint Lite Blueprint Showcase Event find out more at FESTIVAL DESIGN DNA An initiative of Edinburgh’s Festivals