Service Design in Experience Design


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Presentation at the Service Design Global Conference, Paris, Oct. 30, 2012. Service Design in three Mad*Pow UX projects: Aetna, WasteManagement and Healthrageous!

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Service Design in Experience Design

  1. 1. SERVICE DESIGN THINKING IN UX PROJECTSA REPORT FROM AMERICAPrepared by:Paul Kahn – Experience Design DirectorOctober 30, 2012Service Design Global ConferenceParis, France
  2. 2. WE ARE MAD*POWCompany Fact SheetFounded:2000 by Will Powley & Amy CuevaLocations:Portsmouth, NH | Boston, MA | Louisville, KYStaff:50+ EmployeesStability:Privately held, never had an unprofitable quarter,Hold zero debt on our balance sheet,2012 top payer is only 7%
  3. 3. EMPATHETIC, FLEXIBLE AND INFORMED DESIGNERSWhat we look for in our hiring processDisciplines Skillsê  Psychology, Human Factors, ê  Teamwork HCI ê  Business senseê  Research Methods ê  Visual thinkingê  Design ê  Critical thinkingê  Business Process ê  Detailed communication Management ê  Commitment to theê  Marketing Strategy professionê  Customer Behavior
  4. 4. The Question•  Q: What does this have to do with Service Design•  A: We will see•  Q: How many words are appropriate for a PowerPoint slide?•  A: As few as absolutely possible 4
  5. 5. Mad*Pow merging art & science•  Mad*Pow deliver research-inspired design aimed at maximizing conversion rates, increasing retention, and reducing costs.•  Our research practice locates and explores the touch points in a user experience process•  Research drives our strategic recommendations and design deliverables•  It is this approach that has been labeled "service design thinking” 5
  6. 6. Case 1: Messaging as a Service•  Aetna came to Mad*Pow for help developing a Unified Member Messaging strategy•  Aetna wanted to make sure members were getting •  the right information •  at the right time •  via their preferred channel(s). 6
  7. 7. Results•  Research produced recommendations for •  Intra-departmental communication and governance •  AND user-managed filters and profiles.•  The result is the kind of business strategy and technology recommendations that are driven by seeing the users experience as a service. 7
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  17. 17. Case 2: Employee Communications•  Waste Management came to Mad*Pow to “fix the Intranet”•  We took a multifaceted approach including communication needs, business goals, and persona creation to our to characterize the Information Ecosystem of a large distributed organization. 17
  18. 18. Results•  A multi-faceted approach touching 10 channels where people find and consume information •  Reseach results •  Field research •  Personas •  Communication in addition to Visor (intranet) •  Motivational and persuasive strategy •  Find examples of grass-roots/best practice sharing 18
  19. 19. Employee Personas - Summary Corporate Employee Field Support/Admin Field ManagerFrontline Operations Employee – Frontline Operations Employee Customer SupportNo Workstation – Workstation 19
  20. 20. Methods of Communication in Addition to VisorMarlin Company Monitors in Safety & Productivity Stats Bulletin Boardsbreakrooms (where applicable) Market Newsletters (where applicable)Emails WM Monday
  21. 21. Digital Communication Monitors: The OpportunityAn employee at lunch looks at a Marlin Marlin board well placed in a driverboard lunchroom, visible to the entire room and near trashcan and clock.Drivers fill out paperwork below a Marlin A potentially captive audience ofboard. This one is well placed near employees on break sit facing a non-where drivers pick up their route info. communication TV that is turned off.
  22. 22. Digital Communication Monitor: Sample ScreensArea Corporate Local 22
  23. 23. Case 3: Wellness Platform•  Healthrageous came to Mad*Pow to design the user experience of their Wellness program across technology platforms•  How would people manage aspects of their health, take real world actions, in response to prompts and feedback? 23
  24. 24. Results•  Before we designed interface we present research on how a person sets their own goals •  What are their support mechanisms •  How do they maintain motivation •  What is the most effective messaging•  Identify appropriate scaffolding •  Plans one week at a time, with daily logging •  Individual health coaching to reach wellness goals 24
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  28. 28. What is Service Design•  It is User-Centered •  Services should be experienced through the customer’s eyes•  It is Co-Creative •  All stakeholders should be included in the service design process•  It is Sequencing •  The service should be visualized as a sequence of interrelated actions. 28
  29. 29. What is User Experience•  It is Evidencing •  Intangible services should be visualized in terms of physical artefacts•  It is Holistic •  The entire environment of the service should be consideredFive Principles of Service Design Thinkingfrom This Is Service Design Thinking 29
  30. 30. What is User Experience at Mad*Pow•  All of the above plus some things not already mentioned •  Design Studio: rapid design/critique with stakeholders & users •  User Research: recruiting test cohorts, recording and analyzing interviews and tests •  Content Strategy and SEO: defining & creating appropriate content for communicating messages •  Creative Technology: prototyping the best way to communicate across platforms & channels 30
  31. 31. Thank You!Contact Information Paul Kahn Experience Design Director Mad*Pow Portsmouth | Boston | Louisville 31