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Mapping a service

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This was presented at Service Design 2011 on 3 May, 2011 in Sydney, Australia. ...

This was presented at Service Design 2011 on 3 May, 2011 in Sydney, Australia.

The description:
Service design cannot be practiced to its fullest extent without the capability of capturing and expressing what a service is. In addition to capturing the core processes and logistics of service delivery, such as touchpoints, roles, contexts and purposes, we also need to capture the inherent qualities of the service experience, from both a customer and business perspective.

Drawing on their work with some of Australia’s largest organisations and smallest start-up businesses, Janna DeVylder and Iain Barker of Meld Studios will share practical insights applicable to anyone wanting to use service mapping within their practice. They will look at service mapping as both a process and as an outcome. First they will define what a service map is, what elements are required to create it, and an overview of how you can express a service visually. They will also discuss how the map can be used dependent upon where in the project process you are, from mapping current-state and identifying opportunity areas, expressing future state, or articulating the service roadmap of getting from today to the future.

Based in Sydney, Meld Studios are strategic designers with business brains. They help organisations to see new ways of thinking, explore opportunities and turn ideas into tangible realities.

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Mapping a service Mapping a service Presentation Transcript

  • Mapping a serviceIain Barker Janna DeVylderPrincipal Principal@iain_barker @jdevylder
  • Meld Studios uses research, strategy and design tohelp organisations innovate, turning ideas into tangiblerealities that deliver value to businesses and customers.We’d love to help you to use service design to improve yourorganisation and your services. Please make contact at theconference, or go to www.meldstudios.com.au to learn more.
  • Our clients include...BT Financial GroupNSW Dept. of Education and TrainingMission AustraliaYouth Hostels AustraliaHotfrogNo Spudsand numerous others we can’t mention... View slide
  • Research and design of...services communications strategiesbusiness models marketing materialswebsites interactionsconversations workflowintranets content management systemsfollow-up processes processescall centres business casesapplications ... View slide
  • servicemappingis... a process capture an artefact express a tool use
  • capture
  • express
  • use
  • servicemappingis key
  • whya map? “The graphic language of maps lends itself to representation of the whole of a thing or its parts in a single view, within which we can oscillate rapidly between di erent levels of detail. Maps allow patterns to emerge and become real, by showing what lies between the visible incidents, artefacts or moments we can otherwise see.” William Owen
  • who cando this?
  • business businesshttp://www.flickr.com/photos/mermaid99/4964480958/
  • business consumerhttp://www.flickr.com/photos/hand-nor-glove/515512120/
  • non-profit clienthttp://www.flickr.com/photos/29792566@N08/5574902483/
  • schools studentshttp://www.flickr.com/photos/uwgbadmissions/4712592796/sizes/l/
  • hospitals patientshttp://www.flickr.com/photos/usnavy/5567629021/sizes/l/
  • government citizenshttp://farm6.static.flickr.com/5162/5343628315_53e6aaa290_b.jpg
  • experiences touchpointsWhat the customer takes away Key moments in the interactionfrom the interaction(s) between organisation and customer A service is about far more than just the customer experience interactions How and where the organisation and the customer meet external internal
  • this servicemoment isbrought to youby...
  • experiences touchpoints channels process systemsWhat the customer takes away Key moments in the interaction Medium with which the organisation Ways of working. The policies that Technology and infrastructurefrom the interaction(s) between organisation and customer communicates with their customers guide how the business is run that a company relies upon to operate interactions How and where the organisation and the customer meet external internal
  • Services don’t work like this
  • Services are often messy
  • “Progress, far from consisting in change,depends on retentiveness. When change isabsolute there remains no being to improveand no direction is set for possibleimprovement: and when experience is notretained, as among savages, infancy isperpetual. Those who cannot rememberthe past are condemned to repeat it.”George Santayana
  • “Progress, far from consisting in change,depends on retentiveness. When change isabsolute there remains no being to improveand no direction is set for possibleimprovement: and when experience is notretained, as among savages, infancy isperpetual. Those who cannot rememberthe past are condemned to repeat it.”George Santayana
  • Service mapping as a process ofunderstanding a service
  • What canorganisationscapture inservice maps? capture
  • ExternalIntangible Tangible Internal
  • External Space Menu Brochure Queues Website Packaging iPhone App Ticket stub Store layout Application formIntangible Tangible Internal
  • External Space Menu Temperature Brochure Queues Intent Website Emotion Packaging iPhone App Time Flow Ticket stub Waiting Store layout Ambience Application form BrandIntangible Tangible Internal
  • Tangible
  • Intangible
  • External Space Menu Temperature Brochure Queues Website Intent Emotion Packaging iPhone App Time Flow Ticket stub Waiting Store layout Ambience Application form BrandIntangible Tangible Goals Processes Principles Role CRMs Strategy Intranet Internal
  • How canorganisationsvisually expressservice maps? express
  • Customer actionPhysical evidence Line of interactionOnstage actions Line of visibilityBackstage actions Line of internal interactionSupport systems and processes
  • Customer actionPhysical evidence Line of interactionOnstage actions Line of visibilityBackstage actions Line of internal interactionSupport systems and processesFail lineEmotion
  • Andy Polaine, Service Blueprint +
  • Service map (current state) Version 1.1 Opportunities to enhance the serviceExperience triggers Interactions Lorem ipsum dolor ■ Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do■ Lorem ipsum dolor sit ametonsectetur adipisicing elit Lorem ipsum dolor: New client eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut Lorem ipsum Lorem ipsum■ Sed do eiusmod tempor incididunt dolor dolor enim ad minim veniam, quis nostrud exerc■ Ut labore et dolore magna aliqua ■ itation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum Banking Corporation■ Ut enim ad minim veniam, quis nostrud exercitation. Banking Corporation Cheque BSB | Account # dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat Real time Cheque BSB | non proident, sunt in culpa qui o cia deserunt mollit anim id est laborum. 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Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident,■ Lorem ipsum dolor sit ametonsectetur adipisicing elit sunt in culpa qui o cia deserunt mollit anim id est■ Sed do eiusmod tempor incididunt laborum. Lorem ipsum dolor: Existing client Lorem■ Ut labore et dolore magna aliqua ipsum■ Ut enim ad minim veniam, quis nostrud exercitation. itation ullamco laboris nisi itation ullamco dolor Lorem ipsum dolor laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor inLorem ipsum dolor itation ullamco laboris nisi itation ullamco Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, laboris nisi ut aliquip ex ea commodo consequat. consectetur adipisicing elit, sed consectetur adipisicing elit, sed do Duis aute irure dolor in reprehenderit in voluptateLorem ipsum dolor sit amet, consectetur adipisicing elit, sed do doeiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, velit esse cillum dolore eu fugiat nulla pariatur.ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut consectetur adipisicing elit, sed consectetur adipisicing elit, consectetur adipisicing elit, Excepteur sint occaecat cupidatat non proident,aliquip ex ea commodo consequat. Duis aute irure dolor in do sed do sed do sunt in culpa qui o cia deserunt mollit anim id est Lorem ipsum dolor sit Lorem ipsum dolor sit laborum.reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla amet, consectetur amet, consecteturpariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa Lorem ipsum dolor adipisicing elit, sed do adipisicing elit, sed do itation ullamco laboris nisi itation ullamcoqui o cia deserunt mollit anim id est laborum. laboris nisi ut aliquip ex ea commodoInvestors have been simplified into two broad types types: Account settings itation ullamco laboris nisi itation ullamco laboris nisi ut aliquip ex ea commodo consequat.1 Lorem ipsum dolor sit ametonsectetur adipisicing elit ? Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.2 Sed do eiusmod tempor incididunt Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do consectetur adipisicing elit, sed itation ullamco laboris nisi itation ullamco do laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit ameton Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, HIGH consectetur adipisicing elit, sed consectetur adipisicing elit, do sed do Pro-active decisioning and support Planned and ad hoc meetings itation ullamco laboris nisi itation ullamco Product service laboris nisi ut aliquip ex ea commodo consequat. provider Lorem ipsum Duis aute irure dolor in reprehenderit in voluptate dolor velit esse cillum dolore eu fugiat nulla pariatur. LOW HIGH Lorem ipsum itation ullamco laboris nisi itation ullamco dolor sit ameton laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. consectetur adipisicing elit, sed do consectetur adipisicing elit, sed consectetur adipisicing elit, sed sit amet, consectetur Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do do do adipisicing elit, sed itation ullamco laboris nisi itation ullamco do laboris nisi ut aliquip ex ea commodo consequat. LOW Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.Caveat: this mapping is based on limited direct exposure to investors Touchpoints and artefactsand primarily draws on information from advisors. Product service Product service itation ullamco laboris nisi itation ullamco provider provider laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Sign up forms Lorem ipsum dolor sit Product welcome pack Lorem Lorem ipsum dolor sit amet, Lorem ipsum dolor Lorem Lorem ipsum dolor sit Lorem ipsum dolor Customer Service ipsum dolor sit amet, amet, consectetur Lorem ipsum itation ullamco laboris nisi itation ullamco amet, consectetur adipisicing elit, sed ipsum dolor sit amet, consectetur adipisicing elit, sed do Centre laboris nisi ut aliquip ex ea commodo consequat. do consectetur adipisicing elit consectetur adipisicing elit adipisicing elit, sed do dolor Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Banking CorporationKey Cheque BSB | Account # Potential point of pain or frustration for dsfsdf Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Potential point of pain or frustration for dfgdfhhs consectetur adipisicing elit, sed consectetur adipisicing elit, sed do consectetur adipisicing elit, sed consectetur adipisicing elit, sed consectetur adipisicing elit, sed consectetur adipisicing elit, sed do do do do do Optional step or one that happens with some time delay Next logical step
  • How canorganisations useservice maps? use
  • 3 service audit service visionuses service roadmap
  • today 15 years
  • service audit today
  • concerned with:today looking backelements of actual servicee cacy of deliverycelebrating successesduct-taped moments
  • service vision aspirational
  • concerned with:strategy realisedshared focusa taste of realityaspirational
  • serviceroadmap getting there
  • concerned with:designing the transitionsclarifying dependenciesillustrating progressbreaking down the work
  • “A good plan is like a road map: itshows the final destination andusually the best way to get there.”H. Stanley Judd
  • where to begin?
  • 1. start now Think about one of your current projects... ...do you know where it sits within the larger service ecosystem? Now, get some paper and start sketching. Capture all that you know.
  • 2. consider use What does your organisation need? Do you know how you’re going now? Do you know where you want to go? What can you do today to get there?
  • 3. share as you go The power in service mapping is its ability to bring teams together around a singular focus.
  • Thank you! Iain Barker Principal, Meld Studiosiain@meldstudios.com.au @iain_barkerJanna DeVylder Principal, Meld Studiosjanna@meldstudios.com.au @jdevylder