Designing service systems

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Designing service systems - Presentation Transcript

  1. The New Software Industry Conference esigning service systems Shelley Evenson Carnegie Mellon University School of Design The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  2. Designing service systems The stage for co-production • Service and service systems • An example • Designing service systems • The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  3. Many of our service experiences are multifaceted and co-produced. UnitedStarbucksWestinWolfgangPuckPeetsHertzOnStarBlackberryCingularZoneTagFlickrIntuit The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  4. Bob’s Lines of visibility plus co-production… Waiting lines Dining room Dining room Front stage Customer and self-service experience with the chef participates in cooking and production serving Production lines Kitchen participates in Kitchen production Kitchen prep Back stage Kitchen prep McDonald’s Gourmet Benihana-type Stir-fry grill restaurant restaurant restaurant restaurant The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  5. The world is changing eople&technology The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  6. People are changing People are: finding there is too much information to cope • with (including too many choices in products and services) moving up Maslow’s hierarchy toward • fulfillment and meaning as they look for deeper connections in their everyday experience more actively and more consciously • participating in the design of products and services—they are co-producing Source: McKinsey The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  7. Technology is changing. sensors Web-based services have had a huge impact. More will change as the world becomes filled with bunches and bunches of Web-based services have had a huge impact. More will change as the world becomes filled with bunches and bunches of sensors. The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  8. Technology influences our sense of self office | pc | phone Work used to be a place, then it became a tool… …and now I’m always every role I have wherever, as long as I have the information to support it. The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  9. The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  10. What do we mean by service? Pine & Gilmore—stage experience coffee beans > coffee > coffee shop > Starbucks The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  11. What do we mean by service? Services are activities or events that form a product through an interaction between the customer, any mediating technology, and representatives of the service organization. The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  12. What do we mean by service? Services are also performances— choreographed interactions manufactured at the point of delivery— the visible front-end of a process that co-produces value, utility, satisfaction, and delight. Source: Christopher Alexander, The Nature of Order The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  13. What is a service system? A service system is the framework that consciously connects service touchpoints so that they can sense, respond, and reinforce one another. The system must be dynamic enough to be able to efficiently reflect the expectations people bring to the experience at any given moment. Service systems enable people to have experiences and achieve goals. Designing for this is hard. The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  14. Luxury hotel The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  15. Luxury hotel + The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  16. Luxury hotel When delivery falls short of expectations… The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  17. esigning service systems The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  18. The difficulty for anyone designing a service system is: Difficulty of prototyping—need for enactment • Difficulty of representing the experience • Scaling from a first prototype to a network • Defining measures and managing quality • of delivery Continuous improvement • Identifying and capitalizing on opportunities • for extensions and new areas of service Building a service organization that can learn • Designing for dynamic and more adaptive • service systems The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  19. To be successful we need work from three perspectives simultaneously… business, technology, and experience Dubberly Design The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  20. we create resources that choreograph interactions— designing for service we design the service interface so that participants VALUE their experience (business) The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  21. designing for service We create resources that can be composed into interfaces or touchpoints to make up a service system (modular technology) The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  22. designing for service We need to understand interactions, the cycle of experience or journey, and the context or delivery channel (experience) The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  23. Understand system interactions p2m p2p m2m person to person person to machine machine to machine Me & my Me & Expedia My agent to travel agent website Expedia agent The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  24. Understand the cycle of experience— facets of an activity, journey or performance The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  25. Understand the context or delivery channel… by person or machine > stage | touchpoint > channel | setting me to machine > interact | confirmation > phone Our challenge is to provide appropriate resources for the service interfaces across the service system… The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  26. The three perspectives have complementary design goals Business Technology Experience • Value • Efficiency/productivity • Usability • Reach • Robustness • Responsiveness • Analytics • Standardization/reuse • Flexibility/ customization/ • Differentiation • Scalability uniqueness • Reliability • Transparency • Enjoyment The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  27. Developing a integrated service design language can help Service design languages are: Systems of elements with meanings (that designers use to communicate and users “read”) + Sets of organizing principles The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  28. Service design language The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  29. When a company provides the optimal mix of products, services, communications, customer support, and partner relationships… …they can produce a resonating service system. The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  30. Thanks The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly
  31. Cross-referenced experiences— banking example customer inputs her reduces headcount in identification contact centers [account number] only once… “smartness” from mapping of csr’s feel shared more experiences empowered • High energy • “Converts”—influence spread within the culture • Work back and forth—from account number system to instance retrieval to backend systems w/ screen pop citibank, wells fargo and others are beginning to do this today The New Software Industry Conference Shelley Evenson | Interaction & Service | School of Design | Carnegie Mellon University © Evenson & Dubberly

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Designing service systems
Shelley Evenson
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