Service Design: an Interaction Design Perspective

SERVICE DESIGN an interaction design perspective Jamin Hegeman February 5, 2010 IxD10 Savannah

What’s all this about? Why service design? What does service design look like? How is it different from interaction design? How can you play a role? 2

Why service design?

First: a personal story 4

And a bad service experience. 5

Services need design help. 6

This was designed. 7

Service Design consciously designing services using a holistic, human-centered design process 8

How are the needs of these two met? 9

What does service design look like?

NEUROSURGERY CLINIC service design with UPMC 12

Discovery Patient Experience 13

Discovery Staff Experience 14

Discovery Doctor/Patient Experience 15

Discovery Tools and Systems 16

Discovery Information and Environment 17

Discovery Participation 18

Deﬁnition Themes and Opportunities 19

Deﬁnition Patient Journey t visit visi st t t re fir t isi isi ca / sit isi pv pv tio n y sis vi y pv u u c ar no -o p er t-o w- w- et e rim iag e rg s llo llo D P D Pr Su Po Fo Fo 20

Deﬁnition Needs and Emotions Emotions Support Needs Waiting Needs Information Needs 21

Deﬁnition Holistic Delivery System Service Blueprint of Presby Neuro Clinic PHYSICAL Front Waiting Front Waiting Front Hallway Exam MRI & Exam MRI & Door Tag Waiting Check-out EVIDENCE Desk Room Desk Room Desk Room Chart Room Chart Room Room Check-out, PATIENT Sign In Wait Check-in Wait Responds Follow to Wait in Answer Wait Ask Return Wait Pay, & ACTIONS Exam Rm Exam Rm Questions Questions Door Tag Leave Line of Interaction ? ? ? ? ? ONSTAGE Call Escort to Check Meet Dr. Process & CONTACT Welcome Process Patient Exam Rm Vitals & Kassam Check-out Ask Quest PERSON Line of Visibility BACKSTAGE Get See Other Grab Check Place in Take See Other See Other See Other CONTACT Patient Patients Patients Door Tag Patients Patient Kassam Away Patients PERSON Chart Location Bin Chart Brings Chart in Grab Kassam Door Tag To Be Chart Gets Quick Back Seen Bin from Bin Review Chart Write Rm Check Taken by # on Patient Dictation Staff Schedule Location Line of Internal Interaction SUPPORT Records/ Bin Chart Records/ Debbie’s Door Tag Schedule Storage Database Database System PROCESSES Chart Cart System System System System System 22

Design Creating Concepts 23

Design Co-creation 24

Design Engagement 25

Design Prototyping 26

Design Storyboard Concepts 27

Design Validation 28

Delivery Tangible and Intangible 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

How is service design different from interaction design?

Interaction Design Process Service Design Process Discovery Discovery Deﬁnition Deﬁnition Design Design Delivery Delivery 31

Interaction design and service design are human-centered design driven processes. 32

You have to think holistically. 33

Service Mindset Explicitly approaching the design problem from a system thinking perspective and taking a more holistic view of people. 34

Interaction Design Service Design Great experience between Great experience across all person and product touch points 35

Services do not need a product. Service Provider Service Participant 36

Products support the service goals. Back Brace Service Provider Service Participant 37

Service designers use different tools. 38

And different terms touch point front stage co-creation back stage participants blueprint 39

How can you play a role in service design?

1. Cultivate a service mindset 41

2. Learn service design tools 42

3. Create opportunities 43

We need great services.

You can make this happen.

Go forth and design. RESOURCES PROJECTS SERVICE DESIGN NETWORK UPMC NEUROSURGERY CLINIC service-design-network.org jamin.org/archives/2008/upmc-neurosurgery-clinic SERVICE DESIGN TOOLS TRANSPORTATION SECURITY ADMINISTRATION servicedesigntools.org jamin.org/archives/2007/service-design-for-tsa DESIGN FOR SERVICE CONTACT designforservice.wordpress.com JAMIN.ORG | @JAMIN SERVICE DESIGN DRINKS AND EVENTS servicedesigning.org SF SERVICE DESIGN DRINKS @servicedesignsf 46

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Service Design: an Interaction Design Perspective

by Jamin Hegeman on Feb 15, 2010

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Service Design: an Interaction Design Perspective — Presentation Transcript