S E R V I C E D E S I G N
+
D E S I G N I N G B E H A V I O U R A L C H A N G E
H E N R Y C H O
S E R V I C E D E S I G N
W H A T I S I T ?
Wikipedia says
“Service design is the activity of planning and
organising people, infrastructure, communication and
materi...
S E R V I C E D E S I G N
• Understands the entirety of the
system
• Understands all the touch points
between user and the...
B U T I T H I N K T H A T
M I S S E S T H E
P O I N T
S E R V I C E D E S I G N I S A B O U T
P E O P L E
H O W W I L L Y O U T R E A T
Who are your
customers?
What are
their
p...
• Service design is a human centred design process that
ensures that we engage people with maximum
empathy to create conne...
I S T I L L D O N ' T Q U I T E
G E T I T ?
O K S O H O W D O W E D O
I T ?
5 S T E P S O F D E S I G N T H I N K I N G
E M P A T H I S E D E F I N E I D E A T E
P R O T O T Y P
E
T E S T
E M P A T H I S E
To understand the plight of our users at a deeply human
level
C H A N G E O U R F O C U S
E M P A T H Y I S T H E
A B I L I T Y T O B L U R
T H E L I N E
B E T W E E N S E L F
A N D O T H E R S
E M P A T H I S E
I M M E R S E
O B S E R V E
E N G A G E
E M P A T H I S E
S T O R Y
M A P S
E M P A T H Y
M A P S
C U S T O M E R
J O U R N E Y
M A P S
S T A K E H O L D E R
M A ...
S T O R Y
M A P S
E M P A T H Y
M A P S
C U S T O M E R
J O U R N E Y
M A P S
S T A K E H O L D E R
M A P S
D E F I N E
When we read the story of our users, what is the twist in
the plot that reveals the real problem that they are...
D E F I N E
U S E R S
N E E D S
I N S I G H T S
D E F I N E
P O I N T O F
V I E W
Specific User] needs to [ Need] because [ Surprising Insigh
W H A T A R E T H E I R
N E E D S ?
I D E A T E
Where exploration of ideas runs wild
I D E A T E
H O W
M I G H T
W E
H O W
M I G H T
W E
Enable “accidental” social interactions
P R O T O T Y P
E
Create something that we can test
P R O T O T Y P
E
S K E T C H
W I R E F R A M E S
S T O R YB O A R D S
I N T E R A C T I V E
P R O T O T YP E S
S T O R YB O A R D S
S K E T C H
W I R E F R A M E S
T E S T
Bleed on the mat not on the street
T E S T
U S A B I L I T Y
T E S T I N G
C O N C E P T
T E S T I N G
C O N C I E R G E
T E S T I N G
I T E R A T E
S E R V I C E
B L U E P R I N T
D E S T I N A T I O N
S T A T E M E N T
P R O O F O F
C O N C E P T
Laura Esserman, a surgeon and
professor at the University of
California at San Francisco, and a
graduate of the Stanford B...
E M P A T H I S
E
E M P A T H I S
E
Dr Esserman realised that while the
individual efforts of the doctors,
radiologists, therapists and
spec...
D E F I N E
The service was a mess
D E F I N E
R A D I O L O G Y
G E N E R A L
P R A C T I C E
S P E C I A L I S T
B I O P S Y
S U R G E R Y
T H E R A P I S ...
D E S T I N A T I O N
S T A T E M E N T
What if there were a breast care clinic where
a woman worried about a lump could w...
O U T C O M E
• From 1997 to 2003 the number of patients
per week grew from 175 to 1,300
• The centre became a major reven...
B E H A V I O U R
D E S I G N
N I R E Y A L ’ S H O O K M O D E L
V A R I A B L E
R E W A R D
The power behind the one armed bandit
B J F O G G S B E H A V I O U R M O D E L
A B I L I T Y
Do not underestimate the power of inertia
G A M E
D E S I G N E R S
Who builds addiction better?
A M Y J O K I M ’ S P L A Y E R S
J O U R N E Y
T I M E
It really does change all things
P U R P O S E , B E L O N G I N G A N D
C O N N E C T I O N
T H A N K Y O U
S T A Y I N T O U C H
H E N R Y . G . C H O @ G M A I L . C O M
@ H A N K A T R O N I C
An intro to Service design
An intro to Service design
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An intro to Service design

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A brief introduction to service design

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An intro to Service design

  1. 1. S E R V I C E D E S I G N + D E S I G N I N G B E H A V I O U R A L C H A N G E H E N R Y C H O
  2. 2. S E R V I C E D E S I G N
  3. 3. W H A T I S I T ?
  4. 4. Wikipedia says “Service design is the activity of planning and organising people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers. …"
  5. 5. S E R V I C E D E S I G N • Understands the entirety of the system • Understands all the touch points between user and the solution provided whether that be people, software or media • Understands how value is created and moves through the system • Also know as Customer Experience or CX or Design Thinking • Can use traditional or Lean methods
  6. 6. B U T I T H I N K T H A T M I S S E S T H E P O I N T
  7. 7. S E R V I C E D E S I G N I S A B O U T P E O P L E H O W W I L L Y O U T R E A T Who are your customers? What are their problems? How are they feeling? Where are they? Who do they talk to ? Who do they trust? Who are you?
  8. 8. • Service design is a human centred design process that ensures that we engage people with maximum empathy to create connection and loyalty
  9. 9. I S T I L L D O N ' T Q U I T E G E T I T ?
  10. 10. O K S O H O W D O W E D O I T ?
  11. 11. 5 S T E P S O F D E S I G N T H I N K I N G E M P A T H I S E D E F I N E I D E A T E P R O T O T Y P E T E S T
  12. 12. E M P A T H I S E To understand the plight of our users at a deeply human level
  13. 13. C H A N G E O U R F O C U S
  14. 14. E M P A T H Y I S T H E A B I L I T Y T O B L U R T H E L I N E B E T W E E N S E L F A N D O T H E R S
  15. 15. E M P A T H I S E I M M E R S E O B S E R V E E N G A G E
  16. 16. E M P A T H I S E S T O R Y M A P S E M P A T H Y M A P S C U S T O M E R J O U R N E Y M A P S S T A K E H O L D E R M A P S
  17. 17. S T O R Y M A P S
  18. 18. E M P A T H Y M A P S
  19. 19. C U S T O M E R J O U R N E Y M A P S
  20. 20. S T A K E H O L D E R M A P S
  21. 21. D E F I N E When we read the story of our users, what is the twist in the plot that reveals the real problem that they are facing?
  22. 22. D E F I N E U S E R S N E E D S I N S I G H T S
  23. 23. D E F I N E P O I N T O F V I E W Specific User] needs to [ Need] because [ Surprising Insigh
  24. 24. W H A T A R E T H E I R N E E D S ?
  25. 25. I D E A T E Where exploration of ideas runs wild
  26. 26. I D E A T E H O W M I G H T W E
  27. 27. H O W M I G H T W E Enable “accidental” social interactions
  28. 28. P R O T O T Y P E Create something that we can test
  29. 29. P R O T O T Y P E S K E T C H W I R E F R A M E S S T O R YB O A R D S I N T E R A C T I V E P R O T O T YP E S
  30. 30. S T O R YB O A R D S
  31. 31. S K E T C H W I R E F R A M E S
  32. 32. T E S T Bleed on the mat not on the street
  33. 33. T E S T U S A B I L I T Y T E S T I N G C O N C E P T T E S T I N G C O N C I E R G E T E S T I N G
  34. 34. I T E R A T E S E R V I C E B L U E P R I N T D E S T I N A T I O N S T A T E M E N T P R O O F O F C O N C E P T
  35. 35. Laura Esserman, a surgeon and professor at the University of California at San Francisco, and a graduate of the Stanford Business School, is engaged in a major effort to change the service breast cancer, and information systems used to support research and patient care. C H A N G I N G T R E A T M E N T
  36. 36. E M P A T H I S E
  37. 37. E M P A T H I S E Dr Esserman realised that while the individual efforts of the doctors, radiologists, therapists and specialist were exemplary on their own.
  38. 38. D E F I N E The service was a mess
  39. 39. D E F I N E R A D I O L O G Y G E N E R A L P R A C T I C E S P E C I A L I S T B I O P S Y S U R G E R Y T H E R A P I S T S
  40. 40. D E S T I N A T I O N S T A T E M E N T What if there were a breast care clinic where a woman worried about a lump could walk in at the beginning of the day and walk out at the end of the day with an answer- either knowing that a lump was no problem, or if it was a problem, having a treatment plan already in hand
  41. 41. O U T C O M E • From 1997 to 2003 the number of patients per week grew from 175 to 1,300 • The centre became a major revenue source for UCSF and recognised leader in treatment
  42. 42. B E H A V I O U R D E S I G N
  43. 43. N I R E Y A L ’ S H O O K M O D E L
  44. 44. V A R I A B L E R E W A R D The power behind the one armed bandit
  45. 45. B J F O G G S B E H A V I O U R M O D E L
  46. 46. A B I L I T Y Do not underestimate the power of inertia
  47. 47. G A M E D E S I G N E R S Who builds addiction better?
  48. 48. A M Y J O K I M ’ S P L A Y E R S J O U R N E Y
  49. 49. T I M E It really does change all things
  50. 50. P U R P O S E , B E L O N G I N G A N D C O N N E C T I O N
  51. 51. T H A N K Y O U
  52. 52. S T A Y I N T O U C H H E N R Y . G . C H O @ G M A I L . C O M @ H A N K A T R O N I C

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