Service Design
Making
Patrick Quattlebaum | @ptquattlebaum
5 Sept 2013 @ Blend Conference, Charlotte, NC
Patrick Quattlebaum
Managing Director | @ptquattlebaum
Tracey Varnell
Lead Experience Designer
And!
source: http://www.servdes.org/wp/wp-content/uploads/2010/11/P1000994.jpg
THINKING
source: http://foliovision.com/images/2012/10/Rodin-the-Thinker.jpg
source: http://mjvinnovation.co.uk/wp-content/uploads/2013/04/lan%C3%A7amento-DT-1.jpg
source: http://www.saramcguyer.com/wp-content/uploads/2013/01/winter13_graphicdesignthinking.jpg
MAKING
source: http://farm4.staticflickr.com/3013/2614466422_87da07eb78_o.jpg
STORIES
source: http://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpg
BELIEVE
source: http://images3.wikia.nocookie.net/__cb20121027235942/disney/images/c/ce/Peterpan2-disneyscreencaps.com-548...
CONNECTIONS
source: http://ko.fotopedia.com/items/flickr-157363377
WAVES
source: http://dublinlibrary.files.wordpress.com/2010/08/make-waves-art-entry-007-n-khandel.jpg
STUFF
STUFF
Designing
Services
Service
Stories
Designing
Services
Service
Storming
Service
Stories
Designing
Services
Service
Storming
Service
Stories
Designing
Services
Service
Blueprints
Designing
Services
SERVICE
STORY
A date with my wife...
... at a nice restaurant ...
source: http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
Dirty Unreliable
Pressure
to use
cash
Not
special
source: http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphoto...
source: http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg
source: http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg
Expensive Book in
Advance
Book in
Blocks of
Tim...
source: http://files.tested.com/photos/2012/12/26/43242-uber.jpg
Open App View Availability Book Car
Open App View Availability Book Car
Watch Progress Get Alerts
Pay for Service Provide Feedback
Waiting
Four Hour Block
Trip Trip Trip Trip
Driver
Passenger
Friendly
Service
Nice
Cars
Easy
Payment
Constant
Feedback
Reasonable
Price
Just in
Time
More
Flexibility
...
CUSTOMER
STAFF
BUSINESS
SUSTAINABLE
VALUE
FOR ALL
Your
experience
may vary...
source: http://www.businessinsider.com/amy-poehler-in-best-buys-super-bowl-ad-first-photos-201...
COMPLEX
OMNI
CHANNEL
JOURNEY
source: http://underscoopfire.com/judge-wapner-is-back-80s-court-journey/
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-T...
MANY
TOUCHPOINTS
THIS IS AN
INTERFACE
REAL TIME
image
image
FRONT
STAGE
BACK
STAGE
Service design applies
design methods and
craft to the definition
and orchestration of
service experiences.
Service design examines
the operations, culture,
and structure of an
organization for impact
on service experience.
Service
Stories
STORYTELLING
The universe
is made of
stories, not
atoms.
Muriel Rukeyser
Why tell stories?
Create a common understanding
Inspire and incite action
Communicate the truth
Prototype the future
Human minds yield
helplessly to the
suction of story.
Jonathan Gottschall
Vehicles for stories
Personas and scenarios
Acting and improvisation
Audio and video
Storyboards and comics
source: The Art of the Storyboard
STORYBOARDS
source: The Art of the Storyboard
source: The Art of the Storyboard
“Storyboards have to explain to
every department exactly what is
demanded of them.” - Jan de Bont
SKT © 2010 adaptive path
He keeps up with his beloved New York Mets, even though he lives in Denver, on his way home
from ...
JUST THE
FACTS
Building blocks
Key moments and interactions
Emotions and thoughts
Context!
Time
Exercise 1
Service Stories
TODAY’S
CASE
The Exploratorium
source: Edward Blake
source: The Exploratorium
source: The Exploratorium
source: The Exploratorium
source: http://flic.kr/p/ehuf6u
source: http://flic.kr/p/cdGP3G
source: http://flic.kr/p/cz35H5
The Explainers
source: The Exploratorium
source: http://flic.kr/p/fG56HY
The Experience of Experiments
Tailored
Outings
Beginning Middle End
Pre-visit At Exploratorium Post-visit
WHAT
IF...
20MINUTES
Service
Storming
SERVICE
ENCOUNTERS
source: The Exploratorium
Service encounters:
Happen in real-time at a specific time and place
Are subject to human emotion and variability
May be m...
Service storming uses
voice, physicality, and
staging to quickly
prototype and refine
service encounters.
PLAY
source:http://whitekaos.files.wordpress.com/2011/03/service-prototyping.jpg
Why Service Storming?
CO-CREATE Include staff, customers, others
ITERATIVE Make, feedback, learn, make again
REAL-TIME Sim...
Twitter
Teaser
Email
Website
Guide
User
TROUBLE SPOT
LOW POINT
HIGH POINT
ADAPTIVE PATH'S GUIDE TO
EXPERIENCE
MAPPING
Twitter Teaser Email
Website Guide
Variations
Communicate and explore service experience insights
Early generative brainstorming
Evolution and refinement of ...
Exercise 2
Service Storming
Warm Up!
GROUP STOP
Instructions
Everyone in your group start moving.
As you move, make noise! A funny sound or phrase.
At any point, you may ...
5MINUTES
LET’S STORM
Instructions
Building off Exercise 1, evolve your service stories.
Create a three-scene story with a beginning, middle, & ...
Remember!
Key moments and interactions
Emotions and thoughts
Context!
Time
20MINUTES
Service
Blueprints
Experience
Process
Experience
Services are process
& experience based.
From Service Blueprinting: A Practical Technique for Service Innovation
Borrowed from Brandon Schauer
Service blueprinting
helps designers
engage operations
to go from vision to
reality.
134 Harvard Business Review January-February 1984
Exhibit I
StarKlard
execution time
2 minutes
Total
acceptable
execution ...
Photo by Joe Mabel, http://upload.wikimedia.org/wikipedia/commons/thumb/a/a7/San_Francisco_-_Famous_Wayne's_shoeshine_02.j...
http://blog.modernmechanix.com/mags/PopularScience/10-1937/shoe_shine_merry_go_round.jpg
http://www.jetsetzero.tv/wp-content/uploads/2009/07/P1010270.jpg
PATIENT
ACTIONS
PHYSICAL
EVIDENCE
ONSTAGE
CONTACT
PERSON
BACKSTAGE
CONTACT
PERSON
Debbie’s
Chart Cart
Records/
Database
Sy...
Customer Actions
Touchpoints
Staff Actions
Back Stage Staff
Support Processes
Time
Line of Visibility
Blueprint Building B...
Example
114
Customer orders
a hamburger
Dinner menu
Server records
order on
Notepad
Order system
Customer waits
Server ent...
Iteration
115
100100
Customer orders
a hamburger
Dinner menu
Server records
order on iPad
Order system
iPad app
Hamburger
...
Prototype of the future experience
Provides low fidelity version of the service experience: great for
ideation
Visualizes ...
Exercise 3
Service Blueprints
BLUEPRINT!
Instructions
Synthesize your work to settle on a service experience.
Map out the customer journey and front stage interact...
25MINUTES
IN SUMMARY
THINK
source: http://foliovision.com/images/2012/10/Rodin-the-Thinker.jpg
MAKE
source: http://farm4.staticflickr.com/3013/2614466422_87da07eb78_o.jpg
STORIES
source: http://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpg
BELIEVE
source: http://images3.wikia.nocookie.net/__cb20121027235942/disney/images/c/ce/Peterpan2-disneyscreencaps.com-548...
CONNECTIONS
source: http://ko.fotopedia.com/items/flickr-157363377
WAVES
source: http://dublinlibrary.files.wordpress.com/2010/08/make-waves-art-entry-007-n-khandel.jpg
BETTER
SERVICE
EXPERIENCES
source: http://flic.kr/p/fG56HY
Patrick T Quattlebaum | @ptquattlebaum
Thanks!
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Service Design Making

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Service Design is gaining popularity in the United States as a better approach to defining and orchestrating service experiences. While having much in common with user experience, service design in practice requires new ways of thinking and new methods of making. It also requires embracing both the complexity of service experiences and the organizations that deliver them.

This workshop is designed to get more user experience practitioners familiar with some of the methods of service design. Our session will focus on several lo-fi making approaches–acting, sketching, storytelling, and blueprinting–that can be used to iteratively conceptualize new service experiences.

The session will be fast-paced and iterative. You'll learn concepts and approaches that only can prepare you to tackle service experience problems, but can easily be applied to any project involving multiple touchpoints or channels. You'll be thrown in the service design deep end, but the water's warm (I promise).

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Service Design Making

  1. 1. Service Design Making Patrick Quattlebaum | @ptquattlebaum 5 Sept 2013 @ Blend Conference, Charlotte, NC
  2. 2. Patrick Quattlebaum Managing Director | @ptquattlebaum
  3. 3. Tracey Varnell Lead Experience Designer And!
  4. 4. source: http://www.servdes.org/wp/wp-content/uploads/2010/11/P1000994.jpg
  5. 5. THINKING source: http://foliovision.com/images/2012/10/Rodin-the-Thinker.jpg
  6. 6. source: http://mjvinnovation.co.uk/wp-content/uploads/2013/04/lan%C3%A7amento-DT-1.jpg
  7. 7. source: http://www.saramcguyer.com/wp-content/uploads/2013/01/winter13_graphicdesignthinking.jpg
  8. 8. MAKING source: http://farm4.staticflickr.com/3013/2614466422_87da07eb78_o.jpg
  9. 9. STORIES source: http://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpg
  10. 10. BELIEVE source: http://images3.wikia.nocookie.net/__cb20121027235942/disney/images/c/ce/Peterpan2-disneyscreencaps.com-5489.jpg
  11. 11. CONNECTIONS source: http://ko.fotopedia.com/items/flickr-157363377
  12. 12. WAVES source: http://dublinlibrary.files.wordpress.com/2010/08/make-waves-art-entry-007-n-khandel.jpg
  13. 13. STUFF
  14. 14. STUFF
  15. 15. Designing Services
  16. 16. Service Stories Designing Services
  17. 17. Service Storming Service Stories Designing Services
  18. 18. Service Storming Service Stories Designing Services Service Blueprints
  19. 19. Designing Services
  20. 20. SERVICE STORY
  21. 21. A date with my wife...
  22. 22. ... at a nice restaurant ...
  23. 23. source: http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
  24. 24. Dirty Unreliable Pressure to use cash Not special source: http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
  25. 25. source: http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg
  26. 26. source: http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg Expensive Book in Advance Book in Blocks of Time Two Payment Steps
  27. 27. source: http://files.tested.com/photos/2012/12/26/43242-uber.jpg
  28. 28. Open App View Availability Book Car
  29. 29. Open App View Availability Book Car
  30. 30. Watch Progress Get Alerts
  31. 31. Pay for Service Provide Feedback
  32. 32. Waiting
  33. 33. Four Hour Block Trip Trip Trip Trip
  34. 34. 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
  35. 35. CUSTOMER STAFF BUSINESS
  36. 36. SUSTAINABLE VALUE FOR ALL
  37. 37. Your experience may vary... source: http://www.businessinsider.com/amy-poehler-in-best-buys-super-bowl-ad-first-photos-2013-1
  38. 38. COMPLEX
  39. 39. OMNI CHANNEL
  40. 40. JOURNEY source: http://underscoopfire.com/judge-wapner-is-back-80s-court-journey/
  41. 41. 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
  42. 42. MANY TOUCHPOINTS
  43. 43. THIS IS AN INTERFACE
  44. 44. REAL TIME
  45. 45. image
  46. 46. image
  47. 47. FRONT STAGE
  48. 48. BACK STAGE
  49. 49. Service design applies design methods and craft to the definition and orchestration of service experiences.
  50. 50. Service design examines the operations, culture, and structure of an organization for impact on service experience.
  51. 51. Service Stories
  52. 52. STORYTELLING
  53. 53. The universe is made of stories, not atoms. Muriel Rukeyser
  54. 54. Why tell stories? Create a common understanding Inspire and incite action Communicate the truth Prototype the future
  55. 55. Human minds yield helplessly to the suction of story. Jonathan Gottschall
  56. 56. Vehicles for stories Personas and scenarios Acting and improvisation Audio and video Storyboards and comics
  57. 57. source: The Art of the Storyboard STORYBOARDS
  58. 58. source: The Art of the Storyboard
  59. 59. source: The Art of the Storyboard
  60. 60. “Storyboards have to explain to every department exactly what is demanded of them.” - Jan de Bont
  61. 61. SKT © 2010 adaptive path He keeps up with his beloved New York Mets, even though he lives in Denver, on his way home from work. When he gets home, he transfers the game from his phone to the TV. 22
  62. 62. JUST THE FACTS
  63. 63. Building blocks Key moments and interactions Emotions and thoughts Context! Time
  64. 64. Exercise 1 Service Stories
  65. 65. TODAY’S CASE
  66. 66. The Exploratorium source: Edward Blake
  67. 67. source: The Exploratorium
  68. 68. source: The Exploratorium
  69. 69. source: The Exploratorium
  70. 70. source: http://flic.kr/p/ehuf6u
  71. 71. source: http://flic.kr/p/cdGP3G
  72. 72. source: http://flic.kr/p/cz35H5
  73. 73. The Explainers source: The Exploratorium
  74. 74. source: http://flic.kr/p/fG56HY
  75. 75. The Experience of Experiments
  76. 76. Tailored Outings
  77. 77. Beginning Middle End
  78. 78. Pre-visit At Exploratorium Post-visit
  79. 79. WHAT IF...
  80. 80. 20MINUTES
  81. 81. Service Storming
  82. 82. SERVICE ENCOUNTERS source: The Exploratorium
  83. 83. Service encounters: Happen in real-time at a specific time and place Are subject to human emotion and variability May be mediated or augmented with other touchpoints Are rarely an end point; they bridge to other touchpoints
  84. 84. Service storming uses voice, physicality, and staging to quickly prototype and refine service encounters.
  85. 85. PLAY
  86. 86. source:http://whitekaos.files.wordpress.com/2011/03/service-prototyping.jpg
  87. 87. Why Service Storming? CO-CREATE Include staff, customers, others ITERATIVE Make, feedback, learn, make again REAL-TIME Simulate real-time services encounters MALLEABLE Change roles, constraints, channels
  88. 88. Twitter Teaser Email Website Guide User
  89. 89. TROUBLE SPOT LOW POINT HIGH POINT ADAPTIVE PATH'S GUIDE TO EXPERIENCE MAPPING Twitter Teaser Email Website Guide
  90. 90. Variations Communicate and explore service experience insights Early generative brainstorming Evolution and refinement of service stories Detailed design of customer-staff interactions
  91. 91. Exercise 2 Service Storming
  92. 92. Warm Up! GROUP STOP
  93. 93. Instructions Everyone in your group start moving. As you move, make noise! A funny sound or phrase. At any point, you may choose to freeze in place. When you notice someone freeze, you freeze, too. When everyone has frozen, do it again.
  94. 94. 5MINUTES
  95. 95. LET’S STORM
  96. 96. Instructions Building off Exercise 1, evolve your service stories. Create a three-scene story with a beginning, middle, & end. Your story should span at least two journey stages. It should include multiple channels and touchpoints. And it must include an interaction between people.
  97. 97. Remember! Key moments and interactions Emotions and thoughts Context! Time
  98. 98. 20MINUTES
  99. 99. Service Blueprints
  100. 100. Experience
  101. 101. Process Experience
  102. 102. Services are process & experience based. From Service Blueprinting: A Practical Technique for Service Innovation
  103. 103. Borrowed from Brandon Schauer
  104. 104. Service blueprinting helps designers engage operations to go from vision to reality.
  105. 105. 134 Harvard Business Review January-February 1984 Exhibit I StarKlard execution time 2 minutes Total acceptable execution time 5 minutes Blueprint for a comer shoeshine Brush shoes Faciiitating services and products Une of vialblllty Not seen by customer but necessary to perfonnance Select and purchase supplies There are several reasons for the lack of analytical service systems designs. Services are unusual in that they have impact, but no form. Like light, they can't he physically stored or possessed and their consumption Good and lasting service management requires much more. Better service design provides the key to market success, and more important, to growth. The operations side of service manage- m
  106. 106. Photo by Joe Mabel, http://upload.wikimedia.org/wikipedia/commons/thumb/a/a7/San_Francisco_-_Famous_Wayne's_shoeshine_02.jpg Nothing nonverbally communicates "megaballer" like sitting on a throne in the Financial District and having the sh#$ shined out of your shoes in front of everybody. - Kevin L., Yelper
  107. 107. http://blog.modernmechanix.com/mags/PopularScience/10-1937/shoe_shine_merry_go_round.jpg
  108. 108. http://www.jetsetzero.tv/wp-content/uploads/2009/07/P1010270.jpg
  109. 109. 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
  110. 110. Customer Actions Touchpoints Staff Actions Back Stage Staff Support Processes Time Line of Visibility Blueprint Building Blocks Borrowed from Jamin Hegeman
  111. 111. Example 114 Customer orders a hamburger Dinner menu Server records order on Notepad Order system Customer waits Server enters order into system Server checks on customer Chef receives order and makes burger Customer asks for water Status Conversation Hamburger ingredients Server delivers hamburger Chef delivers hamburger to server Customer receivers order Hamburger Notepad Line of Visibility
  112. 112. Iteration 115 100100 Customer orders a hamburger Dinner menu Server records order on iPad Order system iPad app Hamburger ingredients Customer waits Server checks on customer Chef receives order and makes burger Status Conversation Server delivers hamburger Chef delivers hamburger to server Customer receivers order Hamburger Customer asks for water Line of Visibility
  113. 113. Prototype of the future experience Provides low fidelity version of the service experience: great for ideation Visualizes vision of the service experience Strategic tool for project planning Helps see where and how existing and future ideas fit with the envisioned experience Customer experience vision + operational tool Helps design and engineering speak the same language Benefits of Service Blueprinting Borrowed from Jamin Hegeman
  114. 114. Exercise 3 Service Blueprints
  115. 115. BLUEPRINT!
  116. 116. Instructions Synthesize your work to settle on a service experience. Map out the customer journey and front stage interactions. Then, map the backstage. People, processes, technologies. Iterate!
  117. 117. 25MINUTES
  118. 118. IN SUMMARY
  119. 119. THINK source: http://foliovision.com/images/2012/10/Rodin-the-Thinker.jpg
  120. 120. MAKE source: http://farm4.staticflickr.com/3013/2614466422_87da07eb78_o.jpg
  121. 121. STORIES source: http://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpg
  122. 122. BELIEVE source: http://images3.wikia.nocookie.net/__cb20121027235942/disney/images/c/ce/Peterpan2-disneyscreencaps.com-5489.jpg
  123. 123. CONNECTIONS source: http://ko.fotopedia.com/items/flickr-157363377
  124. 124. WAVES source: http://dublinlibrary.files.wordpress.com/2010/08/make-waves-art-entry-007-n-khandel.jpg
  125. 125. BETTER SERVICE EXPERIENCES source: http://flic.kr/p/fG56HY
  126. 126. Patrick T Quattlebaum | @ptquattlebaum Thanks!
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