Workshop: Using Service Blueprinting to Evolve Services

15,191 views
15,166 views

Published on

Published in: Design
7 Comments
123 Likes
Statistics
Notes
No Downloads
Views
Total views
15,191
On SlideShare
0
From Embeds
0
Number of Embeds
5,659
Actions
Shares
0
Downloads
0
Comments
7
Likes
123
Embeds 0
No embeds

No notes for slide

Workshop: Using Service Blueprinting to Evolve Services

  1. 1. Service Blueprints Izac Ross | February 21, 2013Tuesday, February 26, 13
  2. 2. @zaicTuesday, February 26, 13
  3. 3. Tuesday, February 26, 13
  4. 4. Theory from the field | 10 min Detailed anatomy | 15 min Practice | 90 min When to use | 5 minTuesday, February 26, 13
  5. 5. Services...Tuesday, February 26, 13
  6. 6. love...Tuesday, February 26, 13
  7. 7. love...Tuesday, February 26, 13
  8. 8. hate...Tuesday, February 26, 13
  9. 9. 80% Service companies that believe they provide a superior service proposition Source: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database)Tuesday, February 26, 13
  10. 10. 80% Service companies that 8% Companies whose customers agree believe they provide a superior service proposition Source: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database)Tuesday, February 26, 13
  11. 11. Service Anticipation 80% Service companies that Gap believe they provide a superior service proposition Source: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database)Tuesday, February 26, 13
  12. 12. Service Anticipation = opportunity GapTuesday, February 26, 13
  13. 13. If we can figure out how to get around this...Tuesday, February 26, 13
  14. 14. All other concepts Decoration A caricature of the popular conception of F design vs. all other concepts Source: Dubberly Design DfficeTuesday, February 26, 13
  15. 15. Tuesday, February 26, 13
  16. 16. Blueprints are fundamentalTuesday, February 26, 13
  17. 17. They expose the core structure of servicesTuesday, February 26, 13
  18. 18. Services are outcomes in which customers do not take ownership of physical elements involved.Tuesday, February 26, 13
  19. 19. Services are co-created by service users and service employees.Tuesday, February 26, 13
  20. 20. Your outcome and experience is likely to be very different than mine.Tuesday, February 26, 13
  21. 21. GIVE GET Time Time Money Money Skilled labor Skilled labor Goods Goods Information Information Data Data Knowledge Knowledge Aesthetics Aesthetics Experiences ExperiencesTuesday, February 26, 13
  22. 22. GIVE GET Time Time Money Money Skilled labor Skilled labor Goods Goods Information Information Data Data Knowledge Knowledge Aesthetics Aesthetics Experiences ExperiencesTuesday, February 26, 13
  23. 23. GIVE GET Time Time Money Money Skilled labor Skilled labor Goods Goods Information Information Data Data Knowledge Knowledge Aesthetics Aesthetics Experiences ExperiencesTuesday, February 26, 13
  24. 24. GIVE GET Time Time Money Money Skilled labor Skilled labor Goods Goods Information Information Data Data Knowledge Knowledge Aesthetics Aesthetics Experiences ExperiencesTuesday, February 26, 13
  25. 25. GIVE GET Time Time Money Money Skilled labor Skilled labor Goods Goods Information Information Data Data Knowledge Knowledge Aesthetics Aesthetics Experiences ExperiencesTuesday, February 26, 13
  26. 26. Exchanges occur through mediums...Tuesday, February 26, 13
  27. 27. called TouchpointsTuesday, February 26, 13
  28. 28. Palette of 5 types touchpoints People Place Prop Partner Process Employees and The physical space or The objects and Other businesses or Workflows and rituals other customers the virtual environment collateral used to entities that help to that are used to encountered while the through which the produce the produce or enhance produce the service service is produced. service is delivered. service encounter. the service encounter. encounter. Relates the Forms, products, people, place, props, signage, etc. and partners.Tuesday, February 26, 13
  29. 29. Lynn Shostack, at Citibank, pioneered the concept of service blueprinting back in the 1980’s.Tuesday, February 26, 13
  30. 30. Recently rediscovered by designersTuesday, February 26, 13
  31. 31. STEAL FRAMEWORKS from these peopleTuesday, February 26, 13
  32. 32. Blueprint example: Pharmacy drop-off and pickupTuesday, February 26, 13
  33. 33. Measures Time Physical Evidence Customer Action Line of Interaction Service Employees (HHI) Digital & Devices (HCI) Line of Visibility Backstage action Line of Internal Interaction Support ProcessesTuesday, February 26, 13
  34. 34. Measures Time Physical Evidence Customer Queues and waits to talk to Verifies that pharmacist can Agrees on time to Pays for With prescription Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request Action pharmacist/ fill script on time, pick up other items pharmacy assistant with expected cost Line of Interaction Service Employees (HHI) Digital & Devices (HCI) Line of Visibility Backstage action Line of Internal Interaction Support ProcessesTuesday, February 26, 13
  35. 35. Measures Time Credit card terminal State ID if controlled Prescription/Script Loyalty card Physical Retail location In-store wayfinding Insurance Card substance Prescription bottle Prescription bottle Signage Length of queue Prescription Evidence State ID Script bins Drug info sheet Bag, Receipt Customer Queues and waits to talk to Verifies that pharmacist can Agrees on time to Pays for With prescription Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request Action pharmacist/ fill script on time, pick up other items pharmacy assistant with expected cost Line of Interaction Service Employees (HHI) Digital & Devices (HCI) Line of Visibility Backstage action Line of Internal Interaction Support ProcessesTuesday, February 26, 13
  36. 36. Measures Time Credit card terminal State ID if controlled Prescription/Script Loyalty card Physical Retail location In-store wayfinding Insurance Card substance Prescription bottle Prescription bottle Signage Length of queue Prescription Evidence State ID Script bins Drug info sheet Bag, Receipt Customer Queues and waits to talk to Verifies that pharmacist can Agrees on time to Pays for With prescription Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request Action pharmacist/ fill script on time, pick up other items pharmacy assistant with expected cost Line of Interaction Service Collects script, insurance, Provides a time Asks for Retrieves filled Places prescription and identifying prescription and Employees and identifying frame information scans the barcode receipt in bag. information Gives bag to the (HHI) customer Digital & Devices (HCI) Line of Visibility Backstage action Line of Internal Interaction Support ProcessesTuesday, February 26, 13
  37. 37. Measures Time Credit card terminal State ID if controlled Prescription/Script Loyalty card Physical Retail location In-store wayfinding Insurance Card substance Prescription bottle Prescription bottle Signage Length of queue Prescription Evidence State ID Script bins Drug info sheet Bag, Receipt Customer Queues and waits to talk to Verifies that pharmacist can Agrees on time to Pays for With prescription Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request Action pharmacist/ fill script on time, pick up other items pharmacy assistant with expected cost Line of Interaction Service Collects script, insurance, Provides a time Asks for Retrieves filled Places prescription and identifying prescription and Employees and identifying frame information scans the barcode receipt in bag. information Gives bag to the (HHI) customer Digital & Credit card Terminal asks for Devices payment (see sub (HCI) process 1.4a) Line of Visibility Backstage action Line of Internal Interaction Support ProcessesTuesday, February 26, 13
  38. 38. Measures Time Credit card terminal State ID if controlled Prescription/Script Loyalty card Physical Retail location In-store wayfinding Insurance Card substance Prescription bottle Prescription bottle Signage Length of queue Prescription Evidence State ID Script bins Drug info sheet Bag, Receipt Customer Queues and waits to talk to Verifies that pharmacist can Agrees on time to Pays for With prescription Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request Action pharmacist/ fill script on time, pick up other items pharmacy assistant with expected cost Line of Interaction Service Collects script, insurance, Provides a time Asks for Retrieves filled Places prescription and identifying prescription and Employees and identifying frame information scans the barcode receipt in bag. information Gives bag to the (HHI) customer Digital & Credit card Terminal asks for Devices payment (see sub (HCI) process 1.4a) Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage action Inventory POS prompts Internal inventory pharmacist to fill management Fulfillment Queue management the next script in system system queue Line of Internal Interaction Support ProcessesTuesday, February 26, 13
  39. 39. Measures Time Credit card terminal State ID if controlled Prescription/Script Loyalty card Physical Retail location In-store wayfinding Insurance Card substance Prescription bottle Prescription bottle Signage Length of queue Prescription Evidence State ID Script bins Drug info sheet Bag, Receipt Customer Queues and waits to talk to Verifies that pharmacist can Agrees on time to Pays for With prescription Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request Action pharmacist/ fill script on time, pick up other items pharmacy assistant with expected cost Line of Interaction Service Collects script, insurance, Provides a time Asks for Retrieves filled Places prescription and identifying prescription and Employees and identifying frame information scans the barcode receipt in bag. information Gives bag to the (HHI) customer Digital & Credit card Terminal asks for Devices payment (see sub (HCI) process 1.4a) Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage action Inventory POS prompts Internal inventory pharmacist to fill management Fulfillment Queue management the next script in system system 15-45 days later queue Line of Internal Interaction Insurance Payment Insurance Drug supplier Goods supplier Support company processor provider pays benefits portion of Processes scriptTuesday, February 26, 13
  40. 40. # of people in queue Drug in stock Length of wait time # of people in queue Prescription is filled Clear method of Measures Time to front of queue Price of drug for pick up Time to front of queue on-time refill 5-45 min 25-90 days 5-10 min 30 sec 0-15 min 1-10 min 0-15 min 0-15 min Time X day Credit card terminal State ID if controlled Prescription/Script Loyalty card Physical Retail location In-store wayfinding Insurance Card substance Prescription bottle Prescription bottle Signage Length of queue Prescription Evidence State ID Script bins Drug info sheet Bag, Receipt Customer Queues and waits to talk to Verifies that pharmacist can Agrees on time to Pays for With prescription Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request Action pharmacist/ fill script on time, pick up other items pharmacy assistant with expected cost Line of Interaction Service Collects script, insurance, Provides a time Asks for Retrieves filled Places prescription and identifying prescription and Employees and identifying frame information scans the barcode receipt in bag. information Gives bag to the (HHI) customer Digital & Credit card Terminal asks for Devices payment (see sub (HCI) process 1.4a) Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage action Inventory POS prompts Internal inventory pharmacist to fill management Fulfillment Queue management the next script in system system 15-45 days later queue Line of Internal Interaction Insurance Payment Insurance Drug supplier Goods supplier Support company processor provider pays benefits portion of Processes scriptTuesday, February 26, 13
  41. 41. # of people in queue Drug in stock Length of wait time # of people in queue Prescription is filled Clear method of Measures Time to front of queue Price of drug for pick up Time to front of queue on-time refill 5-45 min 25-90 days 5-10 min 30 sec 0-15 min 1-10 min 0-15 min 0-15 min Time X day Credit card terminal State ID if controlled Prescription/Script Loyalty card Physical Retail location In-store wayfinding Insurance Card substance Prescription bottle Prescription bottle Signage Length of queue Prescription Evidence State ID Script bins Drug info sheet Bag, Receipt Customer Queues and waits to talk to Verifies that pharmacist can Agrees on time to Pays for With prescription Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request Action pharmacist/ fill script on time, pick up other items pharmacy assistant with expected cost Line of Interaction Service Collects script, insurance, Provides a time Asks for Retrieves filled Places prescription and identifying prescription and Employees and identifying frame information scans the barcode receipt in bag. information Gives bag to the (HHI) customer Digital & Credit card Terminal asks for Devices payment (see sub (HCI) process 1.4a) Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage action Inventory POS prompts Internal inventory pharmacist to fill management Fulfillment Queue management the next script in system system 15-45 days later queue Line of Internal Interaction Insurance Payment Insurance Drug supplier Goods supplier Support company processor provider pays benefits portion of Processes scriptTuesday, February 26, 13
  42. 42. Measures Time Physical Props Evidence Place Customer Experiences, Action Thinking, Actions Line of Interaction Service Employees People (HHI) Process Digital & Devices Process (HCI) Line of Visibility Backstage Process action People Line of Internal Interaction Partners Support Process Processes PeopleTuesday, February 26, 13
  43. 43. is one person’s experience through a single pathTuesday, February 26, 13
  44. 44. blueprints have altitudeTuesday, February 26, 13
  45. 45. A few lessons from a long blueprint...Tuesday, February 26, 13
  46. 46. Quality Measures # of people in que, In stock Length of Rate of pharmacist # of people in que, promised time is Consultations are Clear method of time of que Price wait time time of que full-filled offered refill Time 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 25-90 days 5-10 min State ID if controlled Credit card terminal Physical Retail Location In store way finding Prescription/Script substance Loyalty card Signage Insurance Card Perscription bottle Evidence Length of que State ID Prescription Script bins Prescription Store bag Ques and Verifies that Customer Enters pharmacy waits to talk to pharmacist can fill Agrees on time to Ques to pick up Verifies identity Pays for Exits the Requests Refill pharmacist/ fill/pick up prescription Pharmacy Action assistant it on time/on cost Line of Interaction Service Collects script, Insurance, Provides a time Asks identifying Retrieves filled Places information and prescription and prescription and Employees and identifying frame insurance scans the barcode receipt in bag. information. Gives bag to the (HHI) customer Digital & Devices (HCI) Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage Action POS prompts Inventory Internal inventory pharmacist to fill management Fulfillment Que management the next script in system system que Line of Internal Interaction Insurance Payment Benefits drug supplier goods supplier Support company processor provider pays for remainder script Processes costTuesday, February 26, 13
  47. 47. Quality Measures # of people in que, In stock Length of Rate of pharmacist # of people in que, promised time is Consultations are Clear method of time of que Price wait time time of que full-filled offered refill Time 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 25-90 days 5-10 min State ID if controlled Credit card terminal Physical Retail Location In store way finding Prescription/Script substance Loyalty card Signage Insurance Card Perscription bottle Evidence Length of que State ID Prescription Script bins Prescription Store bag Ques and Verifies that Customer Enters pharmacy waits to talk to pharmacist can fill Agrees on time to Ques to pick up Verifies identity Pays for Exits the Requests Refill pharmacist/ fill/pick up prescription Pharmacy Action assistant it on time/on cost Line of Interaction Service Collects script, Insurance, Provides a time Asks identifying Retrieves filled Places information and prescription and prescription and Employees and identifying frame insurance scans the barcode receipt in bag. information. Gives bag to the (HHI) customer Digital & vertical line crossing = Devices value exchange (HCI) Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage Action POS prompts Inventory Internal inventory pharmacist to fill management Fulfillment Que management the next script in system system que Line of Internal Interaction Insurance Payment Benefits drug supplier goods supplier Support company processor provider pays for remainder script Processes costTuesday, February 26, 13
  48. 48. Quality Measures # of people in que, In stock Length of Rate of pharmacist # of people in que, promised time is Consultations are Clear method of time of que Price wait time time of que full-filled offered refill Time 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 25-90 days 5-10 min State ID if controlled Credit card terminal Physical Retail Location In store way finding Prescription/Script substance Loyalty card Signage Insurance Card Perscription bottle Evidence Length of que State ID Prescription Script bins Prescription Store bag Ques and Verifies that Customer Enters pharmacy waits to talk to pharmacist can fill Agrees on time to Ques to pick up Verifies identity Pays for Exits the Requests Refill pharmacist/ fill/pick up prescription Pharmacy Action assistant it on time/on cost Line of Interaction Service Collects script, Insurance, Provides a time Asks identifying Retrieves filled Places information and prescription and prescription and Employees and identifying frame insurance scans the barcode receipt in bag. information. Gives bag to the (HHI) customer Digital & Devices (HCI) Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage Action POS prompts Inventory Internal inventory pharmacist to fill management Fulfillment Que management the next script in system system que Line of Internal Interaction Insurance Payment Benefits drug supplier goods supplier Support company processor provider pays for remainder script Processes costTuesday, February 26, 13
  49. 49. Quality Measures # of people in que, In stock Length of Rate of pharmacist # of people in que, promised time is Consultations are Clear method of time of que Price wait time time of que full-filled offered refill Time 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 25-90 days 5-10 min State ID if controlled Credit card terminal Physical Retail Location In store way finding Prescription/Script substance Loyalty card Signage Insurance Card Perscription bottle Evidence Length of que State ID Prescription Script bins Prescription Store bag Ques and Verifies that Customer Enters pharmacy waits to talk to pharmacist can fill Agrees on time to Ques to pick up Verifies identity Pays for Exits the Requests Refill pharmacist/ fill/pick up prescription Pharmacy Action assistant it on time/on cost Line of Interaction Service Collects script, Insurance, Provides a time Asks identifying Retrieves filled Places information and prescription and prescription and Employees and identifying frame insurance scans the barcode receipt in bag. information. Gives bag to the (HHI) customer Digital & Devices (HCI) Arrow direction = control Line of Visibility dependency Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin Approved Backstage Action POS prompts Inventory Internal inventory pharmacist to fill management Fulfillment Que management the next script in system system que Line of Internal Interaction Insurance Payment Benefits drug supplier goods supplier Support company processor provider pays for remainder script Processes costTuesday, February 26, 13

×