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BOSTON SERVICE JAM 2014

ADVENTURES IN SERVICE DESIGN

STEVEN FISHER

@stevenfisher
So, Who the Heck is This Guy?
STEVE FISHER IS MY NAME.
A N D I B E L I E V E S E R V I C E D E S I G N C A N S AV E T H E ...
Today we are going to talk about Service Design
and the Adventures You Can Take
LET’S GET ROLLING…
THE METHOD
THE METHOD

TO EFFECTIVELY DESIGN FOR
SOMEONE, YOU HAVE TO KNOW
WHO YOU ARE DESIGNING FOR
THE METHOD

TO EFFECTIVELY DESIGN FOR
SOMEONE, YOU HAVE TO SEE
THINGS FROM THEIR POINT OF VIEW.
THE METHOD

You can start with Personas…
THE METHOD

But Traditional Ones Take Time…
..Lots of
Time.
THE METHOD

So You Can Use Proto-Personas…

..Quick and
Effective.
Source: https://uxmag.com/
articles/using-proto-persona...
THE METHOD

So You Can Use Proto-Personas…
A SKETCH OF THE
INDIVIDUAL, A NAME,
AND SOME BASIC
DEMOGRAPHICS

B E H AV I O R...
THE METHOD

Then You Need an Empathy Map…
THE METHOD

Empathy Maps Chart the Soul of …
..the Issue to
Define the Problem
and the Context in
which you need to
solve ...
THE METHOD

And Finally a Journey Map…
THE METHOD

Journey Maps
Chart the Course…

..Because this about
the Journey and not
just the Destination.
THE FRAMEWORK
THE FRAMEWORK
THE EXAMPLES
THE EXAMPLES

Source: Megan Groki, Mad Pow
THE EXAMPLES

Source: http://www.thosepeskyusers.com/wp-content/uploads/2010/12/customer-experience-map.jpg
THE EXAMPLES

Source: http://bridgeable.com/work/therachoice/
THE EXAMPLES

Source: http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/
THE EXERCISE
THE EXERCISE
THE EXERCISE
THE EXERCISE
THE EXERCISE

How would you
redesign this
experience?
THE EXERCISE
THE EXERCISE

• Let’s make a quick persona
• Let’s draft an empathy map
• Let’s flow out a journey
THE EXERCISE
THE EXERCISE

The Case: http://www.freshtilledsoil.com/transit-transformation-mbta-website-redesign-challenge/
The Live De...
G R E AT R E S O U R C E S
• http://designingcx.com/cx-journey-mapping-toolkit/https://uxmag.com/articles/using-proto-

pe...
A N D D O N ’ T F O R G E T…

… E N J O Y T H E J O U R N E Y.
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Adventures in Service Design

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This is an exploration of Service Design for the Boston Service Jam 2014. It covers proto personas, empathy maps and journey maps.

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Transcript of "Adventures in Service Design"

  1. 1. BOSTON SERVICE JAM 2014 ADVENTURES IN SERVICE DESIGN STEVEN FISHER @stevenfisher
  2. 2. So, Who the Heck is This Guy? STEVE FISHER IS MY NAME. A N D I B E L I E V E S E R V I C E D E S I G N C A N S AV E T H E W O R L D . • • • • • • • • • • 3 Time Entrepreneur (2 Sold) Head of Experience for SeaChange Co-Founder, Revolution Factory Advisor (Protoshare. H2i, Startup Institute) 20 Yrs Product Designer 8 of them with agencies (Digitas, Sapient) and consulting firms Film Producer Yoga Teacher Slow Runner Connect with me: Fast Eater /TheStevenFisher /StevenFisher /StevenFisher /StevenFisher
  3. 3. Today we are going to talk about Service Design and the Adventures You Can Take LET’S GET ROLLING…
  4. 4. THE METHOD
  5. 5. THE METHOD TO EFFECTIVELY DESIGN FOR SOMEONE, YOU HAVE TO KNOW WHO YOU ARE DESIGNING FOR
  6. 6. THE METHOD TO EFFECTIVELY DESIGN FOR SOMEONE, YOU HAVE TO SEE THINGS FROM THEIR POINT OF VIEW.
  7. 7. THE METHOD You can start with Personas…
  8. 8. THE METHOD But Traditional Ones Take Time… ..Lots of Time.
  9. 9. THE METHOD So You Can Use Proto-Personas… ..Quick and Effective. Source: https://uxmag.com/ articles/using-proto-personasfor-executive-alignment
  10. 10. THE METHOD So You Can Use Proto-Personas… A SKETCH OF THE INDIVIDUAL, A NAME, AND SOME BASIC DEMOGRAPHICS B E H AV I O R S A N D BELIEFS OF THE PERSONA DEMOGRAPHICS NEEDS AND GOALS ..Quick and Effective.
  11. 11. THE METHOD Then You Need an Empathy Map…
  12. 12. THE METHOD Empathy Maps Chart the Soul of … ..the Issue to Define the Problem and the Context in which you need to solve it.
  13. 13. THE METHOD And Finally a Journey Map…
  14. 14. THE METHOD Journey Maps Chart the Course… ..Because this about the Journey and not just the Destination.
  15. 15. THE FRAMEWORK
  16. 16. THE FRAMEWORK
  17. 17. THE EXAMPLES
  18. 18. THE EXAMPLES Source: Megan Groki, Mad Pow
  19. 19. THE EXAMPLES Source: http://www.thosepeskyusers.com/wp-content/uploads/2010/12/customer-experience-map.jpg
  20. 20. THE EXAMPLES Source: http://bridgeable.com/work/therachoice/
  21. 21. THE EXAMPLES Source: http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/
  22. 22. THE EXERCISE
  23. 23. THE EXERCISE
  24. 24. THE EXERCISE
  25. 25. THE EXERCISE
  26. 26. THE EXERCISE How would you redesign this experience?
  27. 27. THE EXERCISE
  28. 28. THE EXERCISE • Let’s make a quick persona • Let’s draft an empathy map • Let’s flow out a journey
  29. 29. THE EXERCISE
  30. 30. THE EXERCISE The Case: http://www.freshtilledsoil.com/transit-transformation-mbta-website-redesign-challenge/ The Live Demo: http://willdickey.me/mbta/#
  31. 31. G R E AT R E S O U R C E S • http://designingcx.com/cx-journey-mapping-toolkit/https://uxmag.com/articles/using-proto- personas-for-executive-alignment • http://www.slideshare.net/sstarmer/how-to-design-for-the-future-cross-channel-experience- design-13899852 • http://www.slideshare.net/joyce_hostyn/writing-great-experiences-customer-experience- journey-maps • http://www.pinterest.com/LupingYeh/customer-journey-map/ • http://www.pinterest.com/uxjam/journeys/ • http://www.servicedesigntools.org/tools/8 • http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/ • https://speakerdeck.com/megangrocki/customer-journey-mapping-illustrating-the-big-picture
  32. 32. A N D D O N ’ T F O R G E T… … E N J O Y T H E J O U R N E Y.
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