So you want to be a Service Designer

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Service design is no longer new or unknown. The practice is maturing as service design firms gain experience and organizations start to bring service design in house. Journey maps are all the rage, and everyone is talking about designing for the end to end customer experience. So what does it take to be a great service designer? What need do service designers address? What is the craft of service design? How might you build service design into your team? This talk was given at Productized16 in Lisbon.

Published in: Design

So you want to be a Service Designer

  1. 1. Jamin Hegeman | @jamin So you want to be a Service Designer Productized, Lisbon October 21, 2016
  2. 2. How do you improve the patient experience at a neurosurgery clinic?
  3. 3. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 3
  4. 4. REARRANGE THE SEATING BEFORE AFTER
  5. 5. CREATE BETTER COMMUNICATION ARTIFACTS 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.
  6. 6. DESIGN AN INTERACTIVE ENGAGEMENT SYSTEM
  7. 7. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 7 SERVICE DESIGN PRODUCT DESIGN
  8. 8. 1. How you think of design.
  9. 9. Services Products of economic activity that you can’t drop on your foot, ranging from hairdressing to websites. –The Economist
  10. 10. Service design applies design methods and craft to the definition and orchestration of products, communications, interactions, operations, culture, and structure of an organization.
  11. 11. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 11 User Experience Service Experience Experience between person and single touchpoint, usually a digital product Orchestrated experience among all parts of the service, from people to objects to places to interfaces
  12. 12. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 12 SERVICE INTERACTIONS CUSTOMER STAFF PRODUCTS OPERATIONS STRUCTURE CULTURE CUSTOMER EXPERIENCE BIZ & STAFF EXPERIENCE SERVICE DESIGN source: 5 Things I Wish I Knew – Jamin Hegeman
  13. 13. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 13 BUSINESSSTAFF CUSTOMER EMPATHY TRIANGLE
  14. 14. BUSINESS NEEDS ‣ New service incubation ‣ Service transformation ‣ Process improvement ‣ Customer experience improvement ‣ Staff experience improvement • Needs • Opportunities • Assessment • Service Blueprint • Service Experience Vision • Planning & Support • Design • Pilot • Deliver & Implement Discover Align Build New
 Service OUTCOMES Existing
 Service Org
 Change Process
 Change Digital
 Output Physical
 Output Service 
 Design
  15. 15. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 15 JOURNEY IDEATION SERVICE BLUEPRINT TOUCHPOINTS STORYBOARD RESEARCH
  16. 16. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 16
  17. 17. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 17
  18. 18. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 18 • Cross-service journeys: financial health; credit building • LOB service journeys: mortgage service • Service sub-journeys: cafe account opening CREDIT BANK FINANCIAL SERVICES CROSS SERVICE SERVICE SUB SERVICE OPERATIONS Design for Journeys
  19. 19. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 19 JOURNEY STAGES KEY MOMENTS FEATURES TOUCHPOINTS REQUIREMENTS
  20. 20. Service design gives shape to experiences that have no form.
  21. 21. 2. How you see the world.
  22. 22. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 22
  23. 23. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 23
  24. 24. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 24
  25. 25. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 25
  26. 26. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 26
  27. 27. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 27
  28. 28. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 28
  29. 29. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 29
  30. 30. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 30
  31. 31. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 31 You see the matrix. CHECK IN ENTER REVIEW PLAY WELCOME RELAX CONTROL LEARN
  32. 32. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 32 CHECK IN ENTER REVIEW PLAY WELCOME RELAX CONTROL LEARN As a journey through touchpoints.
  33. 33. 3. The principles you follow.
  34. 34. Human centered Co-creative Sequenced Visual Holistic
  35. 35. CAREGIVER PATIENT Human Centered
  36. 36. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 36 DESIGNER NURSE BUSINESS Human Centered
  37. 37. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 37 PROCESS ENGINEER VICE PRESIDENT Co-Creative
  38. 38. DESIGNER CUSTOMER Co-Creative
  39. 39. Sequencing
  40. 40. 40 1 2 4 I’m not crazy. If I keep doing this, people will think I'm crazy. I didn’t get the right help, so I’m out. Better someone else than me. I don’t have mental health problems. My family’s got issues, but that’s normal. I don’t want to hear it. There are people I can talk to. I feel like I'm not alone. Talking to others like me really helps. 5 I don’t trust you. I want to help others. It’s a little better. 3 ACTIONS Keeping silent Using drugs and alcohol Denying problems FEELING Confused, Scared, Alone NEEDS Education Hope Unawareness PHASE 1 ROADBLOCKS CAN BE OPPORTUNITIES THROUGHOUT THE JOURNEY Youth is not considering change. ACTIONS Changing behavior Helping others Relapsing FEELING Supported, Validated, Hopeful NEEDS Culturally competent care Family and peer support Engagement PHASE 5 Youth’s commitment to change and new emerging behaviors are reinforced by positive experiences. ACTIONS Self-diagnosing Seeking help Talking to someone NEEDS Trust Validation Awareness PHASE 3 Youth is gathering information and self-reflecting while getting closer to seeking help. FEELING Confused, Skeptical, Uncertain ACTIONS Linkage to help Talking to caregivers for treatment consent Starting / Quitting therapy NEEDS Trust Safety Privacy FEELING Relieved, Ambivalent, Anxious, Hopeful Connection PHASE 4 Youth believes change can happen and is actively taking steps to get help. Youth need the right support, education, privacy, and safety to ensure they don’t fall off the grid. Creating Positive Change for Youth in the Western Addition A Journey to Empowerment ACTIONS Seeking distractions Self-medicating Hurting others FEELING Complacent, Angry, Numb NEEDS Role Modeling Education New Possibilities Sensing PHASE 2 Youth may think they have no control over the problem, yet are on the fence about getting help. I’m not crazy, but I need help. I'm not talking about my problems. ! ! ! ! ! ! ! OUTREACH & EDUCATION Provide empathy, acceptance, and opportunities to expand self-awareness NEW JOURNEY (Empowered) I’ve changed, but nothing else has. Created in partnership with Mo’Magic and Edgewood © Adaptive Path I feel bad, but I don’t know why. GUIDANCE & SUPPORT Provide encouragement to take small steps, build relationships, and strengthen coping strategies ! STIGMA Reframe mental health ! TRUST Strengthen valuable relationships with family, friends, and community ! ACCESS Deliver services when and where youth need them ! SAFETY Ensure protected passage to services, given the risk of invisible boundaries “There are things I need to deal with.” “I’m not alone.” “I can change.”“Why am I like this?”“Nothing is wrong with me.” Sequencing
  41. 41. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 41 MEMBERACTIONSPHASESTOUCHPOINTSFRONTSTAGESTAFFBACKSTAGESTAFFSTEMS&PROCESSES Line of Interaction Line of Visibility Website Web serverCampaign manager, web server Read about training on AP site Receive training email Email Hear about trainings via event Event materials (presentation/print) Search online for UX trainings Website Contact us form, email Email, detailed info sheet on key topics, training overview sheet (with light info on price) Respond to email, schedule follow- up call, send detailed info on topic interest, and overview/exp info Enter information on topic & interest on contact us form Enter information into Salesforce Send out email to training mailing list Informal follow-up with practitioner Salesforce Review provided material & wait for call Phone, email, PDF material Understand & collect needs, qualify lead, fill out qualifying checklist Update to warm lead in Salesforce, Informal follow-up with practitioner Salesforce Call with AP Communicate lead to company, assign PM and Lead Wait for material from AP Generate narrative from modular blocks, and create logistics checklist Dropbox Email, narrative, logistics checklist Send narrative, early cost transparency, schedule follow- up call, offer to handle supplies for training Review material from AP Phone, email, narrative, logistics checklist Gather feedback from client Update material based on feedback Dropbox Dropbox, training tracker Review material with AP Email, phone Reply to verbal win “Awesome!” Update Salesforce Salesforce Approve training Generate SOW, logistics details, enter into training tracker Wait for SOW and logistics information Email, Word fi PDF Send SOW to client Review SOW logistics AWARENESS ENGAGEMENTSequencing
  42. 42. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 42 Visualize Visual
  43. 43. PHIL AUTOMATION, VISUALIZATION, AND CONTROL “After installing the latest smart home technology, my home takes care of me, saves me money, and keeps me informed. I use apps to control it while I’m away and have nice reports to see my progress.” With smart appliances and the outlets I installed, we know more about how we use energy, and our home knows us. It shuts down unneeded power at night, and reactivates when my alarm goes off in the morning. It’s almost like my home is my advisor, keeping me informed and helping me make better decisions to save money. It keeps in touch with us when we’re away. And reminds me to conserve energy when I forget. Experience Principles KNOWS ME TAKES CARE OF ME SAVES ME MONEY Level of Engagement MY HOME MY BEHAVIOR EXPERIENCE Phil enjoys an integrated system that makes smart decisions for him and notifies him if his attention is needed. OPPORTUNITY Automated System Real-time Usage FEATURE Home Energy System Smart Outlets Smart Appliances In-home Displays PARTNER Smart Appliance Manufacturers Architects Home Energy Consultants In-home Display Designers Home Improvement Retailers 1 EXPERIENCE The home detects when the family is away and prompts Phil to turn on an away mode, that randomly turn lights on to keep the home safe. OPPORTUNITY Customization Control Automation FEATURE Mobile Apps Home Energy Modes PARTNER App Developers Home Energy System Providers Home Improvement Retailers 2 EXPERIENCE Phil’s home syncs with his calendar and smart alarm clock. At night, the home cuts power to unneeded areas of the house. In the morning, it reactivates. OPPORTUNITY Customization Automation FEATURE Smart Energy Clock Home Energy Modes Calendar Integration PARTNER Electronics Manufacturers Home Energy System Providers 3 EXPERIENCE Smart outlets help Phil understand individual costs, as well as provide alerts if energy use is unusually high. OPPORTUNITY Real-time Usage Recommendations FEATURE Smart Outlets PARTNER Electronics Manufacturers 4 EXPERIENCE Clear, easy to comprehend visuals give Phil tangible feedback on his family’s energy use. He relies on his energy system’s smart analysis to make decisions. OPPORTUNITY Tracking Tips and Education FEATURE Mobile Apps PARTNER Interaction Designers Utility Companies Environmental Organizations 5 WHAT’S HAPPENING 1 3 5 2 4 Visual
  44. 44. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 44 YOU (and your family) COMMUNITY ENVIRONMENT Social Connections Home Monitoring Automation Be Efficent Share Energy Change Behavior Support Environment Save Money Provide Comfort Competition Donations Kickstarter Microlending Comparison Dialogue Teams / Groups Resource Management Energy Security Renewables Solar Biking Natural Disasters Energy Regulation Infastructure Incentives Subsidies Decentralized Model Rebates Usage Patterns Visualize Behavior Smart Meter Data Technology Service Provider Resources Conservation Weather Education Government Changing Behaviors Recycling Electric Cars Global Warming Reducing Demand Cost Rate Plans Billing Alerts Comfort Home Modes Construction Location Smart Appliances Disaggrigation Conservation Sensors your home Wasted Energy Holistic
  45. 45. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 45 PRODUCT MANAGER VISUAL DESIGNER Holistic
  46. 46. 4. The future you imagine.
  47. 47. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN Service Design Capabilities 47 PARTICIPATE Learn the process, tools, and the language of service design CHANGE THE ORG Establish an accountable function that reports to the top HIRE DESIGNERS Build your design team or work with an external agency MAKE HYBRID TEAMS Embed non-designers with service design teams +
  48. 48. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN Service Design Engagement Models 48 EXTERNAL EMBEDDED HYBRID Service design team focuses on specific projects or a program of work outside of business as usual operations and delivery. 
 Pro: Dedicated team hyper focused. Sees the big picture
 Con: BAU may not know how to integrate the work. Service designers work as part of an operations or delivery team, integrating methods and tools into workflow. 
 Pro: Invested and accountable, highly integrated in the work. 
 Con: Isolated and may be outnumbered by BAU. External team accelerates projects, and supports vision and horizontal view. Embedded designers bridge the gap between strategy and BAU. 
 Pro: Big picture view with linkage to BAU. Con: May be difficult to scale
  49. 49. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 49 SERVICE EXPERIENCE SERVICE MANAGER DESIGNER OPERATIONS TECHNOLOGIST MARKETING { Service Design Team Structure
  50. 50. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN Service Strategy and Delivery Models 50 VISION PLANNING OPERATIONS AND DELIVERY VISION
  51. 51. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN Service Experience Officer 51 MARKETING IT OPERATIONS FINANCE CEO SERVICE SERVICE EXPERIENCE SXO SERVICE SERVICE EXPERIENCE
  52. 52. 5.Your journey.
  53. 53. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN Read books. 53 My Favorites This is Service Design Thinking Service Design from Insight to Implementation Service Design for Business: A Practical Guide to Optimizing the Customer Experience Designing for Interaction 
 (Chapter on Service Design) servicedesignbooks.org
  54. 54. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN Learn the tools. 54 servicedesigntools.org
  55. 55. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN Go to conferences. 55
  56. 56. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN Rethink your life. 56 GO TO SCHOOL GET A JOB START YOURSELF JOIN THE COMMUNITY Dedicating time to build your foundation Taking time off and getting into debt Working with and learning from the pros Finding few jobs in the current market Leading the way at your organization Getting push back and little support Tapping into a network with the same goal Networking may not build skills you need PRO CON
  57. 57. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN Build your skills. 57 ABILITY Work across disciplines and a wide range of stakeholders Create stories that 
 communicate the desired 
 service experience Connect dots, 
 visualize and simplify 
 complex systems Work on both problem 
 framing and design execution Empathize with 
 customers, employees, and business partners Understand and appreciate various forms of design FOCUS Orchestration of service interactions across time Value exchanged (co-value) through service encounters Design across the front 
 stage and back stage APPROACH Advocate for customer, employee, and business goals Co-create with groups 
 and disciplines Examine broader ecosystem 
 and experiences in relation to service moments + =
  58. 58. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN Develop your craft. 58 DEFINE 
 THE VISION STORYTELLER ORCHESTRATE EXPERIENCES CONDUCTOR LEAD 
 COLLABORATION FACILITATOR DELIVER RESULTS DESIGNER
  59. 59. Our products don't live 
 on there own.
  60. 60. Whether you design 
 services or not, service 
 design can help you.
  61. 61. If you want to be a service designer, the world needs you.
  62. 62. Thank you. JAMIN HEGEMAN HEAD OF DESIGN, CAPITAL ONE FINANCIAL SERVICES PRINCIPAL, SERVICE DESIGN NETWORK JAMIN@JAMIN.ORG | @JAMIN

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