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  • 1. USER-ORIENTED NEWS Corinna ShermanInformation Design & Rhetoric, Spring 2010
  • 2. The nature of services• Unlike physical products, services are dynamic.• Each critical interaction between the customer and the tangible things that shape the service experience is a touchpoint.• A service journey is a series of touchpoints that take place over time
  • 3. Service blueprinting• A method introduced in 1984 by CitiBank executive G. Lynn Shostack• Created to help managers design and analyze service processes
  • 4. Exploring audience customer support news provider local vendor
  • 5. Exploring audience customer support news provider local vendor
  • 6. Exploring audience customer support news provider local vendor
  • 7. Exploring audience customer support news provider local vendor
  • 8. Exploring audience customer support news provider local vendor
  • 9. A customer focus“...the focus shifts from looking atepisodes, to thinking about journeys:how all the touchpoints and channelscome together over a period of timeand interact with people’s lives, needs,interests and attitudes.” -- Parker & Heapy, The Journey to the Interface
  • 10. Blueprint concept
  • 11. Blueprint iteration
  • 12. Wait.
  • 13. Wait.What do consumers really care about?
  • 14. Wait.What do consumers really care about? Not details of service design!
  • 15. Remember the audience
  • 16. User-centered interfaces te* Wo$tiqu$ :ilffiH. +#e lk6rti^{,?:*ffi F stt*t ,#u Fkn*h**f re rpLt b&ea*ti*" q ffi k#FB!F.$:*jl!dts . t, t v"V-.**/-" Jttt f-i$.dttnr r dv,ra"r,.]^* g*v l&alfir," r ffi5*:X* i% drliqur:"r"""!a*$rf" r4 Vgl: ! **dt,*
  • 17. Digital iteration
  • 18. Refinement
  • 19. References• Parker, S., Heapy, J. The Journey to the Interface: How public service design can connect users to reform. Demos, London, 2006.• Bitner, M.J., Ostrom, A.L., Morgan, F.N. Service Blueprinting: A Practical Tool for Service Innovation. Center for Services Leadership, Arizona State