5 Things I Wish I Knew – A Service Design Journey

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Keynote presentation delivered October 3, 2013 at Adaptive Path's Service Experience Conference.

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5 Things I Wish I Knew – A Service Design Journey

  1. 5 Things I Wish I Knew A Service Design Journey SERVICE EXPERIENCE CONFERENCE OCTOBER 3, 2013
  2. Why are you here?
  3. I’M A POET
  4. A DESIGNER
  5. Design Process RESEARCH INSIGHT IDEATE DELIVER
  6. PHOTO CREDIT: KIPUM LEE
  7. PHOTO CREDIT: KIPUM LEE
  8. SERVICEDESIGNTOOLS.ORG
  9. 2006 ATTENDED FIRST INTERNATIONAL SERVICE DESIGN CONFERENCE
  10. 2007 DIRECTED SECOND INTERNATIONAL SERVICE DESIGN CONFERENCE
  11. 2008 – PRESENT SUPPORTED THE DEVELOPMENT OF THE SERVICE DESIGN NETWORK
  12. 5 Things I Wish I Knew
  13. 1. It goes beyond customers.
  14. We dropped our 10-year old Phoebe at the San Francisco airport on Saturday, June 30th for her first flight as an unaccompanied minor. We then waited and waited for the call from camp that she arrived safely. That call did not come.
  15. United has made the travel process and experience unbearable by de-humanizing any and all experiences UNLESS you are a Premier member AND you beg someone to ‘be a parent’ AND they break the rules ONLY then can they maybe help you.
  16. There’s a deeper problem here.
  17. TOUCHPOINT CUSTOMER STAFF PRODUCTS OPERATIONS STRUCTURE CULTURE CUSTOMER EXPERIENCE BIZ & STAFF EXPERIENCE SX
  18. BUSINESSSTAFF CUSTOMER EMPATHY TRIANGLE We need a balance.
  19. PEOPLE FIRSTBUSINESS FIRST INSIDE OUT OUTSIDE IN OUTSIDE IN & INSIDE OUT You need to design service experience from inside and out.
  20. Service design applies design methods and craft to the definition and orchestration of service experiences. Service design examines the operations, culture, and structure of an organization for impact on service experience.
  21. Foundational Transformational
  22. CREATING AN SX TEAM REPORTING THE NUMBERSASKING FOR BLUEPRINTS My highlights
  23. Advice Be human.
  24. Advice Focus as much on staff and business empathy as you do customers.
  25. 2. You won’t always know what you’re doing.
  26. What improves the patient experience at a neurosurgery clinic?
  27. ANSWER SEATING ARRANGEMENT BEFORE AFTER
  28. ANSWER HANDOUT I know you don’t want to be here. I know you don’t want to know me. But the best thing that could happen is to know me. I’ve performed more than 3,000 neurosurgical procedures. More than 800 of those are what’s called minimally invasive endoscopic procedures. And I’m a person first. I’ll be direct and treat you like a friend. Occasionally, I may even make you laugh.
  29. ANSWER INTERACTIVE SYSTEM
  30. You’re all right!
  31. SERVICE DESIGN PRODUCT DESIGN
  32. Ambiguity and myriad solutions means you won’t always know what you’re doing.
  33. RESPONDS TO NEW LEARNINGS KEEPS IT EXCITING! FOCUSES ON THE RIGHT PROBLEM Why that’s good
  34. The real problem is often not the one you’re asked to solve.
  35. IT’S HARD TO BUY DIFFICULT TO PLANAMBIGUITY IS SCARY Why that’s bad
  36. Advice Make the strategy tangible.
  37. Advice Show value through execution.
  38. 3. There’s lots of storytelling!
  39. It’s hard to show a service experience.
  40. CAPTURE STORIES
  41. MAP STORIES Experience Map for Rail Europe | August 2011 STAGES DOING FEELING Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel People choose rail travel because it is convenient, easy, and flexible. Rail booking is only one part of people’s larger travel process. People build their travel plans over time. People value service that is respectful, effective and personable. EXPERIENCE Rail Europe Experience Map Kayak, compare airfare Google searches Research hotels Talk with friends Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Paper tickets arrive in mail • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? • Website experience is easy and friendly! • Frustrated to not know sooner about which tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. • Stressed that I’m about to leave the country and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! • I am feeling vulnerable to be in an unknown place in the middle of the night. • Stressed that the train won’t arrive on time for my connection. • Meeting people who want to show us around is fun, serendipitous, and special. • Excited to share my vacation story with my friends. • A bit annoyed to be dealing with ticket refund issues when I just got home. View maps Arrange travel Blogs & Travel sites Plan with interactive map Review fares Select pass(es) Enter trips Confirm itinerary Delivery options Payment options Review & confirm Map itinerary (finding pass) Destination pages May call if difficulties occur E-ticket Print at Station Web raileurope.com Wait for paper tickets to arriveResearch destinations, routes and products Live chat for questions Activities, unexpected changes Change plans Check ticket status Print e-tickets at home web/ apps Look up timetables Plan/ confirm activities Web Share photos Share experience (reviews) Request refunds Follow-up on refunds for booking changes Share experience Buy additional tickets Look up time tables Stakeholder interviews Cognitive walkthroughs Customer Experience Survey Existing Rail Europe Documentation Opportunities Guiding Principles Customer Journey Information sources RAIL EUROPE THINKING • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each place for site seeing and activities? • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? • Do I have everything I need? • Rail Europe website was easy and friendly, but when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? • I just figured we could grab a train but there are not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? • Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability more carefully. Ongoing, non-linear Linear process Non-linear, but time based Communicate a clear value proposition. STAGE: Initial visit Connect planning, shopping and booking on the web. STAGES: Planning, Shopping, Booking Arm customers with information for making decisions. STAGES: Shopping, Booking Improve the paper ticket experience. STAGES: Post-Booking, Travel, Post-Travel Make your customers into better, more savvy travelers. STAGES: Global Proactively help people deal with change. STAGES: Post-Booking, Traveling Support people in creating their own solutions. STAGES: Global Visualize the trip for planning and booking. STAGES: Planning, Shopping Enable people to plan over time. STAGES: Planning, Shopping Engage in social media with explicit purposes. STAGES: Global Communicate status clearly at all times. STAGES: Post-Booking, Post Travel Accommodate planning and booking in Europe too. STAGE: Traveling Aggregate shipping with a reasonable timeline. STAGE: Booking Help people get the help they need. STAGES: Global GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Mail tickets for refund Get stamp for refund
  42. WRITE STORIES
  43. ILLUSTRATE STORIES
  44. ACT OUT STORIES
  45. SOCIALIZE STORIES
  46. BUY ININSPIRATION Stories are like putting wheels on a mountain.
  47. Advice Invest in storytelling.
  48. Advice Help others tell stories.
  49. 4. It’s not about ideas.
  50. TYPICAL HUNDREDS OF IDEAS
  51. Given the right inputs, everyone can come up with great ideas.
  52. Ideas are sexy. Execution? Not so much. This is a conundrum. — Behance CEO Scott Belsky
  53. VISION PLANNING EXECUTION SERVICE DESIGN DOESN’T STOP HERE.
  54. Ideas are a dime a dozen. People who implement them are priceless. — Mary Kay Ash
  55. You need to carry the vision through planning and execution.
  56. It’s hard! But really, really, really, really, really important.
  57. Businesses love to chase squirrels. ALIGN TOWARD A COMMON GOAL
  58. Ideas tend to get lost along the way. MANAGE DELIVERY OVER TIME
  59. MOBILE APP MAIL PIECECUSTOMER SERVICE ORCHESTRATE EXECUTION Features get executed in silos.
  60. Advice Align ideas.
  61. Advice Know the service design can be a long, hard journey.
  62. Advice Create a team to sustain the vision through planning and execution.
  63. 5. You can’t do this alone.
  64. There is no black box design in service design.
  65. Everyone can participate in the design process.
  66. DOCTORS & NURSES
  67. PROCESS ENGINEERS & EXECUTIVES
  68. We can no longer work separately. DESIGN BUSINESS
  69. Advice Bring customers, designers, and the business together.
  70. Advice Create a common space to work together and share ideas.
  71. What’s next?
  72. TELLING STORIES ORCHESTRATING EXPERIENCES FACILITATING DESIGN Service design craft CREATIVITY MANAGEMENTLEADERSHIP
  73. Service Design Education TOUCHPOINT CUSTOMER STAFF PRODUCTS OPERATIONS STRUCTURE CULTURE CUSTOMER EXPERIENCE BIZ & STAFF EXPERIENCE SX
  74. Design-business hybrid +
  75. Programs, not projects QUICK WIN BIG WIN SERVICE DESIGN IS NOT ONE AND DONE
  76. We shape our buildings and afterwards our buildings shape us. — Winston Churchill
  77. We shape our services, and our services shape us.
  78. Design is about making things exactly as you want them. — Bruce Mau
  79. If you can design a service to be as you would like it to be, what else would you change in the world?
  80. Thank you. JAMIN HEGEMAN DESIGN DIRECTOR JAMIN@ADAPTIVEPATH.COM @JAMIN | JAMIN.ORG

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