On Service Design Take 2

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A collection of thoughts and ideas on the practice and value of Service Design by Adaptive Path. Presented Sept 18 in San Francisco, CA

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On Service Design Take 2

  1. 1. on Service Design Patrick Quattlebaum | @ptquattlebaum Presented 18 Sept 2013 in 40 minutes or less
  2. 2. Patrick Quattlebaum Managing Director | @ptquattlebaum
  3. 3. Why Service Design? Map the Experience Change the Machine A Human Service Experience Some Essential Skills
  4. 4. Chris Risdon Brandon Schauer Jamin Hegeman Patrick Quattlebaum Your Guides
  5. 5. A Human Service Experience
  6. 6. A date with my wife...
  7. 7. ... at a nice restaurant ...
  8. 8. source: http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
  9. 9. Dirty source: http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
  10. 10. Dirty Unreliable source: http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
  11. 11. Dirty Unreliable Pressure to use cash source: http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
  12. 12. Dirty Unreliable Pressure to use cash Not special source: http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
  13. 13. source: http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg
  14. 14. source: http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg Expensive
  15. 15. source: http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg Expensive Book in Advance
  16. 16. source: http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg Expensive Book in Advance Book in Blocks of Time
  17. 17. source: http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg Expensive Book in Advance Book in Blocks of Time Two Payment Steps
  18. 18. source: http://files.tested.com/photos/2012/12/26/43242-uber.jpg
  19. 19. Open App View Availability Book Car
  20. 20. Open App View Availability Book Car
  21. 21. Watch Progress Get Alerts
  22. 22. Pay for Service Provide Feedback
  23. 23. Waiting
  24. 24. Four Hour Block Trip Trip Trip Trip
  25. 25. Driver Passenger Friendly Service Nice Cars Easy Payment Constant Feedback Reasonable Price Just in Time More Flexibility Streamlined Process Feedback Loop Fill Gaps in Schedule Bigger Market More Control
  26. 26. Why Service Design?
  27. 27. http://www.nytimes.com/interactive/2012/01/20/business/the-iphone-economy.html MacroTrend: Shift to Services
  28. 28. The service sector now generates ~64% of the world’s GDP. International Monetary Fund, World Economic Outlook Database, April 2012: Nominal GDP list of countries. 79%
  29. 29. — Complete unscientific guessing of who’s doing how much Who are defining and implementing services? System Engineers Operations Management Branding & Marketing Customer Service “The Organization” Straight-up Service Designers *BS
  30. 30. Service design applies design methods and craft to the definition and orchestration of service experiences.
  31. 31. image
  32. 32. image
  33. 33. Service design examines the operations, culture, and structure of an organization for impact on service experience.
  34. 34. Experience
  35. 35. Process Experience
  36. 36. Change the Machine Map the Experience
  37. 37. Map the Experience
  38. 38. COMPLEX
  39. 39. OMNI CHANNEL
  40. 40. TOUCHPOINTS
  41. 41. Companies have long emphasized touchpoints... but this focus distracts from the more important picture: the customer’s end- to-end experience.
  42. 42. Companies have long emphasized touchpoints... but this focus distracts from the more important picture: the customer’s end- to-end experience.
  43. 43. JOURNEY
  44. 44. Experience Map for Rail Europe | August 2011 STAGES DOING FEELING Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel People choose rail travel because it is convenient, easy, and flexible. Rail booking is only one part of people’s larger travel process. People build their travel plans over time. People value service that is respectful, effective and personable. EXPERIENCE Rail Europe Experience Map Kayak, compare airfare Google searches Research hotels Talk with friends Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Paper tickets arrive in mail • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? • Website experience is easy and friendly! • Frustrated to not know sooner about which tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. • Stressed that I’m about to leave the country and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! • I am feeling vulnerable to be in an unknown place in the middle of the night. • Stressed that the train won’t arrive on time for my connection. • Meeting people who want to show us around is fun, serendipitous, and special. • Excited to share my vacation story with my friends. • A bit annoyed to be dealing with ticket refund issues when I just got home. View maps Arrange travel Blogs & Travel sites Plan with interactive map Review fares Select pass(es) Enter trips Confirm itinerary Delivery options Payment options Review & confirm Map itinerary (finding pass) Destination pages May call if difficulties occur E-ticket Print at Station Web raileurope.com Wait for paper tickets to arriveResearch destinations, routes and products Live chat for questions Activities, unexpected changes Change plans Check ticket status Print e-tickets at home web/ apps Look up timetables Plan/ confirm activities Web Share photos Share experience (reviews) Request refunds Follow-up on refunds for booking changes Share experience Buy additional tickets Look up time tables Stakeholder interviews Cognitive walkthroughs Customer Experience Survey Existing Rail Europe Documentation Opportunities Guiding Principles Customer Journey Information sources RAIL EUROPE THINKING • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each place for site seeing and activities? • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? • Do I have everything I need? • Rail Europe website was easy and friendly, but when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? • I just figured we could grab a train but there are not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? • Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability more carefully. Ongoing, non-linear Linear process Non-linear, but time based Communicate a clear value proposition. STAGE: Initial visit Connect planning, shopping and booking on the web. STAGES: Planning, Shopping, Booking Arm customers with information for making decisions. STAGES: Shopping, Booking Improve the paper ticket experience. STAGES: Post-Booking, Travel, Post-Travel Make your customers into better, more savvy travelers. STAGES: Global Proactively help people deal with change. STAGES: Post-Booking, Traveling Support people in creating their own solutions. STAGES: Global Visualize the trip for planning and booking. STAGES: Planning, Shopping Enable people to plan over time. STAGES: Planning, Shopping Engage in social media with explicit purposes. STAGES: Global Communicate status clearly at all times. STAGES: Post-Booking, Post Travel Accommodate planning and booking in Europe too. STAGE: Traveling Aggregate shipping with a reasonable timeline. STAGE: Booking Help people get the help they need. STAGES: Global GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Mail tickets for refund Get stamp for refund
  45. 45. Experience Map for Rail Europe | August 2011 STAGES DOING FEELING Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel People choose rail travel because it is convenient, easy, and flexible. Rail booking is only one part of people’s larger travel process. People build their travel plans over time. People value service that is respectful, effective and personable. EXPERIENCE Rail Europe Experience Map Kayak, compare airfare Google searches Research hotels Talk with friends Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Paper tickets arrive in mail • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? • Website experience is easy and friendly! • Frustrated to not know sooner about which tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. • Stressed that I’m about to leave the country and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! • I am feeling vulnerable to be in an unknown place in the middle of the night. • Stressed that the train won’t arrive on time for my connection. • Meeting people who want to show us around is fun, serendipitous, and special. • Excited to share my vacation story with my friends. • A bit annoyed to be dealing with ticket refund issues when I just got home. View maps Arrange travel Blogs & Travel sites Plan with interactive map Review fares Select pass(es) Enter trips Confirm itinerary Delivery options Payment options Review & confirm Map itinerary (finding pass) Destination pages May call if difficulties occur E-ticket Print at Station Web raileurope.com Wait for paper tickets to arriveResearch destinations, routes and products Live chat for questions Activities, unexpected changes Change plans Check ticket status Print e-tickets at home web/ apps Look up timetables Plan/ confirm activities Web Share photos Share experience (reviews) Request refunds Follow-up on refunds for booking changes Share experience Buy additional tickets Look up time tables Stakeholder interviews Cognitive walkthroughs Customer Experience Survey Existing Rail Europe Documentation Opportunities Guiding Principles Customer Journey Information sources RAIL EUROPE THINKING • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each place for site seeing and activities? • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? • Do I have everything I need? • Rail Europe website was easy and friendly, but when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? • I just figured we could grab a train but there are not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? • Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability more carefully. Ongoing, non-linear Linear process Non-linear, but time based Communicate a clear value proposition. STAGE: Initial visit Connect planning, shopping and booking on the web. STAGES: Planning, Shopping, Booking Arm customers with information for making decisions. STAGES: Shopping, Booking Improve the paper ticket experience. STAGES: Post-Booking, Travel, Post-Travel Make your customers into better, more savvy travelers. STAGES: Global Proactively help people deal with change. STAGES: Post-Booking, Traveling Support people in creating their own solutions. STAGES: Global Visualize the trip for planning and booking. STAGES: Planning, Shopping Enable people to plan over time. STAGES: Planning, Shopping Engage in social media with explicit purposes. STAGES: Global Communicate status clearly at all times. STAGES: Post-Booking, Post Travel Accommodate planning and booking in Europe too. STAGE: Traveling Aggregate shipping with a reasonable timeline. STAGE: Booking Help people get the help they need. STAGES: Global GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Mail tickets for refund Get stamp for refund Experience Mapping!
  46. 46. DATA
  47. 47. Thinking Feeling Doing
  48. 48. Borrowed from Chris Risdon
  49. 49. Tell the story with depth and richness around the human experience.
  50. 50. PATIENT ACTIVITIES INFORMATION NEEDS Critical Moment Patient sees Care Provider activities i think i need helpstages discover what is wrong with me make me better maintain my new normal 1 2 3 4 5 7 8 9 10 11 12 13 14 Critical Moment Patient needs JMH Critical Moment Severity of condition can determine the tone of the journey Redirect Get patient on correct path: ER/UC/PCP May have been directed from routine PCP visit Critical Moment Patient gets diagnosis Critical Moment Patient gets or starts treatment Critical Moment Get patient on the road to normal Critical Moment Patient sees Care Provider Redirect Referred to Specialist, patient is looking to connect with right Care Provider for them 6 + ANXIETY + RELIEF STORY ARC The relative change in anxiety and relief and the range in patient stories EXPERIENCE DRIVERS UNDERSTANDING: Building knowledge and clarity REPETITION: Multiplying the unknown UNKNOWN: Creating uncertainty and obscurity STABILITY: Progressing and sense of security COMFORT: Growing ease and alleviation DOUBT: Growing skepticism and mistrust HIGH IMPACT key moment something feels wrong Unsure what is wrong. Scare of the unknown. my needs Validate that I need help key moment decide to get help Confident I will get help and hopeful that I can get answers. my needs Be ready for me key moment monitor treatment Confident in my care. Clear expectations of what is progress. Access to my Doctor just in case. my needs Access to help when needed. Reassurance that there is progress. key moment check-ups Consistent access to my Doctor. Confident in my care and prepared if anything comes up. my needs Show me progress key moment see a specialist Confident in my care and trust in Doctor. Empathy for my situation. my needs Be my rock and hub of information key moment choose treatment option Clear expectations of how my life will change with helpful resources. Empathy for my situation. my needs Understand how this will impact me long-term key moment talk to doctors to see what is going on No empathy or comfort. Feel rushed and unimportant to my Doctor. my needs Listen to me so I can trust you key moment change treatment No set expectations of progress. No confi- dence in my care or doctor. my needs Provide me options key moment get tests and review results No clear answer, so no confidence in my care. No expectations of when we’ll know. my needs Need expert of my disease to help me Finding the right Care Provider who can act as a partner and set clear expectations early in your journey is a key driver of overall experience. Having access to this care is paramount. Chronic Care Patient Experience Map check-ups • Continue routine checks up and tests • Repeat new treatments/monitoring if needed something feels wrong • Having pain or onset of symptoms • Notice a sudden change in at-home monitoring i think i need help • Call Primary Doctor or a General Line • Ask family/friends with similar symptoms • Self diagnose • Google triage 1 2 1 2 3 4 3 4 5 7 7 10 11 12 11 12 1413 1413 8 8 9 10 9 6 5 6 decide to get help • Go to the ER or Urgent Care Center • Schedule a visit with Primary Doctor talk to doctors to see what is going on • Explain my symptoms • Answer questions • Visit PCP or Specialist get tests and review results • Nurse or techs administers tests • Wait • Get referral for Specialists see specialists • Doctor may give initial diagnosis • Get more referrals • Get additional tests • See multiple Specialists get diagnosis • Ask additional questions • Hear results of the tests and what they mean • Learn about diagnosis and what that means • Do my own research to validate diagnosis or learn more choose treatment option • Hear treatment option(s) • Do my own research to validate treatment decision get treatment • Get initial treatment administered by Doctor or Nurse • Receive follow-up instructions to monitor get prescriptions • Start an ongoing treatment, like medication or at home care • Receive instructions on how to continue ongoing treatment at home maintain overall health • Fix other things that are impacted by my chronic treatment • Exercise and diet • Get emotional and social support monitor treatment • Monitor and log progress at home or through visits • Monitor side effects and effectiveness change treatment • By phone or doctor's visits • Change or add doctors if needed • Repeat something feels wrong • Symptom checker • Google triage • Primary care phone number for triage i think i need help • Where do I go for what • Triage Phone Number • Insurance benefits - cost/benefit of where to go decide to get help • Facility address • Time of appointment • Phone numbers talk to doctors to see what is going on • Prepared questions • What I should tell my doctor get tests and review results • Tests and what they are for • Results • Referral for Specialist see specialists • Coordinated appointment with Specialist • Managed list of who I've seen for what get diagnosis • Why this is happening to me • What the diagnosis is • Expectations of how things will change choose treatment option • Why this treatment • Side effects • What treatment will entail get treatment • Who to call for what • Discharge papers and after-care instructions • Prescription • Doctor's note get prescriptions • Side effects • Prescription information • After-care information maintain overall health • Other ways my life will be impacted • Resources to manage social and emotional changes check-ups • Update on my progress • Lab work monitor treatment • What to look out for • Instructions • Doctor’s phone number for emergency change treatment • Doctor’s phone number for emergency • When to call GET TREATMENT "I appreciated that he didn’t sugar coat it, but was still hopeful." GET DIAGNOSIS "You never forget this moment, no matter how gently your Doctor breaks the news." MONITOR TREATMENT "Things seem to return to normal and then there is this curve ball." CHECK-UPS "I still don’t feel like I’ve got the answers I need to deal with this."
  51. 51. It’s the activity not the artifact.
  52. 52. Change the Machine
  53. 53. procès (13c.) http://panathinaeos.files.wordpress.com/2010/10/seventh_seal_14.jpg
  54. 54. procès (13c.) a journey http://panathinaeos.files.wordpress.com/2010/10/seventh_seal_14.jpg
  55. 55. process (17c.) http://upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Anatomia_xiv_secolo.jpg/897px-Anatomia_xiv_secolo.jpg
  56. 56. process (17c.) a continuous series of actions meant to accomplish some result http://upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Anatomia_xiv_secolo.jpg/897px-Anatomia_xiv_secolo.jpg
  57. 57. process (20c.) source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpg
  58. 58. process (20c.) a sequence of interdependent and linked procedures which, at every stage, consume one or more resources (employee time, energy, machines, money) to convert inputs (data, material, parts, etc.) into outputs. These outputs then serve as inputs for the next stage until a known goal or end result is reached. source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpg
  59. 59. process (20c.) a sequence of interdependent and linked procedures which, at every stage, consume one or more resources (employee time, energy, machines, money) to convert inputs (data, material, parts, etc.) into outputs. These outputs then serve as inputs for the next stage until a known goal or end result is reached. source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpg
  60. 60. http://www.morethings.com/fan/bill_murray/stripes/bill_murray-stripes1981-1325.jpghttp://www.soundonsight.org/wp-content/uploads/2011/11/Brazil.jpg Rational Irrational Engagement
  61. 61. Line of Visibility
  62. 62. Service blueprinting helps designers engage operations to go from vision to reality.
  63. 63. PATIENT ACTIONS PHYSICAL EVIDENCE ONSTAGE CONTACT PERSON BACKSTAGE CONTACT PERSON Debbie’s Chart Cart Records/ Database System Bin System Check Vitals & Ask Quest Place in Kassam Bin Meet Dr. Kassam Kassam Gets Quick Review Take Away Chart Process & Check-out Records/ Database System Dictation Chart Storage System Door Tag System See Other Patients SUPPORT PROCESSES Sign In Front Desk Waiting Room Front Desk Front Desk Hallway Exam Room MRI & Chart Exam Room MRI & Chart Door Tag Waiting Room Check-out Room Waiting Room Line of Interaction Line of Visibility Responds Follow to Exam Rm Answer Questions Ask Questions Return Door Tag Check-out, Pay, & Leave Check-in Welcome Get Patient Chart See Other Patients Process See Other Patients Brings Door Tag Back Call Patient Grab Door Tag Escort to Exam Rm Chart in To Be Seen Bin Write Rm # on Schedule See Other Patients Grab Chart from Bin Chart Taken by Staff Check Patient Location Check Patient Location Schedule System Service Blueprint of Presby Neuro Clinic ? ? ? ? ? Line of Internal Interaction ? ? ? Wait Wait Wait in Exam Rm Wait Wait Work by CMU students: Melissa Cliver, Jamin Hegeman, Kipum Lee, Leanne Libert, Kara Tennant
  64. 64. Customer Actions Touchpoints Staff Actions Back Stage Staff Support Processes Time Line of Visibility Blueprint Building Blocks Borrowed from Jamin Hegeman
  65. 65. Humanize processes to co-create value for businesses and the people with whom they interact.
  66. 66. process (21c.)
  67. 67. process (21c.) orchestrated series of interrelated actions that produce sustainable value for all stakeholders in complex ecosystems of people, products, services, and technologies
  68. 68. Some Essential Skills
  69. 69. Some Helpful Tips
  70. 70. Change the Machine Map the Experience Line of Visibility
  71. 71. Empathizing Guiding move in new lifeplan orchestrate movingfind it!search I’MDOINGINEEDI’MFEELING Storytelling Line of Visibility 3 Empathy Challenges Visualize Insights Tell & Re-tell New/Improved Skills Tips
  72. 72. Skill: Empathize Tangible Empathy Workshop
  73. 73. Challenge 1: Read More Fiction
  74. 74. Thee Tip: Visualize InsightsChallenge 2: Practice Active Listening
  75. 75. Challenge 3: Empathic Adventure
  76. 76. Challenge 3: Empathic Adventure
  77. 77. Skill: Guiding
  78. 78. Tip: Visualize Insights
  79. 79. Emotions Doing Context Touchpoints
  80. 80. Journeys Key Moments (intentionally blurry)
  81. 81. Skill: Storytelling http://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpg
  82. 82. The universe is made of stories, not atoms. Muriel Rukeyser
  83. 83. Why tell stories? Create a common understanding Inspire and incite action Communicate the truth Prototype the future
  84. 84. Tip: Tell & Retell Stories Educated Guess Informed Understanding Evolved Concept
  85. 85. Service Storming Tip: Tell & Retell Stories Informed Understanding Evolved Concept
  86. 86. Journey Mapping Service Storming Tip: Tell & Retell Stories Evolved Concept
  87. 87. Service Storyboard Journey Mapping Service Storming Tip: Tell & Retell Stories
  88. 88. Change the Machine Map the Experience Line of Visibility
  89. 89. Line of Visibility
  90. 90. Facilitation Translation Orchestration Line of Visibility Take Improv Let’s Do Coffee Roughcutting New/Improved Skills Tips
  91. 91. Skill: Facilitation
  92. 92. Tip: Take Improv Yes, and!
  93. 93. Skill: Translation
  94. 94. Tip: Let’s Do Coffee
  95. 95. Skill: Orchestration
  96. 96. source: http://www.cinemaisdope.com/news/films/troublewithharry/twh-1.jpg#AgainstAtomism Tip: Roughcutting
  97. 97. source: http://vimeo.com/9339739
  98. 98. Change the Machine Map the Experience
  99. 99. Change the Machine Map the ExperienceMore Human
  100. 100. Patrick T Quattlebaum | @ptquattlebaum Thanks.

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