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Experience Tapestry Intro

This is the slide presentation used during the Experience Tapestry Workshop series during the virtual Global Service Design Network event in October 2020.

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Experience Tapestry Intro

  1. 1. Experience Tapestry SDN GLOBAL CONFERENCE 2020 Designing for Interdependent Moments 
 in Multi-Actor Ecosystems
  2. 2. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Your Facilitators CAROL MASSÁ Service Designer JEFF HARRIS Service Designer PATRICK QUATTLEBAUM CEO & Co-Founder
  3. 3. Harmonic Design: 
 a service design firm 
 for today’s complexity. We go wide and deep with organizations, together reimagining their services from value proposition to experience; from operations to outcomes; and from capabilities to culture.
  4. 4. • Understand concepts and perspectives for going beyond customer-centricity • Learn a simple method — Experience Mesh — for modeling interdependent moments in a service experience • Facilitate colleagues through mapping intersecting, multi-actor pathways and identifying opportunities for increasing collective benefit • Understand how to connect this approach connects with other service design methods W O R K S H O P 
 O B J E CT I V E S I NT R O D U CT I O N Triggers: Word of  mouth  (Friends) Family Finding  my  agent Setting up a  time to talk  to my  agent Learning  about my  options Receiving  my order  summary Agreeing  to terms Choosing  the service  I want Reviewing  personal  info Required  by  landlord Comparing  multiple  offers Learning  about  coverages Understanding  landlord  requirements  in order to  meet them Feeling pressured to make  a decision How do you  know when you  are working  with the right  agent? Having a get- to-know-me  conversation  with the Agent key Deciding  what I  want Checking  my  inventory Receiving  advice from  agent key Discussing  payment  plan  options Signing  agreement Understanding  my options Finding  out about  eligibility Getting a   notification  about new  customer key Scheduling  meeting Meeting  with  Customer Providing  options to  customers Confirming  basic  information Offering  additional  products/ services Confirming  application  info w/  customer Providing  verbal  order  summary Asking for  payment  info Identifying  possible  service  options Consulting  on best   options Having a  conversation  w/ customer  about needs Asking  underwriting  questions Entering  customer  info Providing  the  customer a  quote Refining  the  customer  quote Billing system  is not where  we want it to  be in the  future Providing  personal  info Consultation Event Feeling that I'm being  understood. Feeling I'm getting  personalized customer  service. Trust aspect to this interaction Building trust with my  agent, feel that I'm being  heard. Exit After this conversation, I  feel confident that I know  what I need. I understand what my  options are and I know  where to get what I need how and  where will  customers pay  in the future? Discussing  terms/agreement  with spouse  before agreeing How is this  moment  handled? Getting in  touch with  customer
  5. 5. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Agenda Experience Tapestry (10’) Concepts & perspectives 
 for today’s service designer Experience Mesh (10’) Collaborative sensemaking for multi-actor service experiences Small Group Activity (80’) Getting hands on with Experience Mesh Meshing with Other Methods (15’) How Mesh complements other 
 service design methods and Q&A 2 4 3 1
  6. 6. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Tools We Will Be Using PRESENTATIONS AND VIDEO/AUDIO FOR DISCUSSIONS SMALL GROUP 
 ACTIVITY SMALL GROUP
 ACTIVITY
  7. 7. Experience Tapestry Concepts & perspectives for today’s service designer
  8. 8. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Storytelling and 
 Human Experience Throughout time, humans have told stories to share their experiences and collectively process seemingly connected and unconnected events in order to build knowledge, adapt, and thrive in a complex world.
  9. 9. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts The Many Threads 
 of Tapestries A tapestry is a visual narrative that is constructed from many threads, both metaphorical (many stories) and literal (many strands of linen wool or cotton). Many tapestries portray a collection of shared moments of many people within a specific context.
  10. 10. A dynamic service ecosystem of interweaving human stories in which many actors seek and create value moment by moment over time. EXPERIENCE 
 TAPESTRY Source: https://www.metmuseum.org/art/collection/search/467638
  11. 11. Service designers act as a weaver, orchestrating many stakeholders through understanding today’s stories and reimagining tomorrow’s stories. It’s an invaluable activity in organizations to design for maximum value creation through service in a complex and ever-changing world. Four principles inform this emerging perspective. SERVICE DESIGNER 
 AS WEAVER Source: https://www.ikfoundation.org/uploads/image/2-medieval-3-weaver-e28093-nc3bcrnberg-c-1425.jpg
  12. 12. BECAUSE… The Customer and Business dyad and generic customer-centric thinking do not reflect the dynamic systems of value creation SERVICE DESIGNERS MUST… Lean harder into ecosystem and actor-to-actor mindsets, concepts, and methods. Help organizations embrace–not oversimplify–the complexity of the world around us to create better outcomes. 1. POLYCENTRISM Go deeper:  Polycentrism in fields such as Economics, Governance, and Urban Design Actor Actor Actor Actor Customer Actor Actor Actor Actor Actor Actor Actor
  13. 13. BECAUSE… Value is cocreated through collective experience and a complex web of relationships SERVICE DESIGNERS MUST… Codify how each actor experiences the service and defines value from their perspective. Design adaptive services to respond to changing definitions of value and produce desirable outcomes for all actors. 2. VALUE COCREATION Go deeper: Lusch and Vargo, Service Dominant Logic Customer Business Goods-Dominant Logic Service-Dominant Logic Multiple transactions = Relationship Orchestrating multiple relationships results in value cocreation Customer Employee Employee Employee Partner Third Party Third Party VS. Service Moment
  14. 14. BECAUSE… Experience is integral to (not an output of) value cocreation SERVICE DESIGNERS MUST… Develop better models for defining multi-actor experience dynamics. Use moments as an evergreen building block to ensure the needs and desired experiences of people inform and inspire service strategy, design, and delivery. 3. MOMENTS MATTER Go deeper: Risdon & Quattlebaum, Orchestrating Experiences Customer Employee Functional Needs
 Emotional Needs
 Social Needs
 Desired outcomes Service Moment Value Cocreation
  15. 15. BECAUSE… Service organizations must manage fit among strategies, activities, and capabilities with value expectations SERVICE DESIGNERS MUST… Connect the dots across journeys, services, and actors… and internal silos and capabilities. Use moments to construct a human- centered architecture that helps ensure more predictable value cocreation. 4. SERVICES ARE FOR PEOPLE Risdon & Quattlebaum, Orchestrating Experiences Business Strategy Moment Architecture Business Strategy Operational and Technology Capabilities Moment Moment that Matters Critical Cocreation Connections Key Customer Employee Partner
  16. 16. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Experience Tapestry Toolbox Experience Mesh Ecosystem Mapping Design research 
 (360-degrees of all 
 actors, not just customer) Multi-Actor 
 Value Propositions Jobs to Be Done 
 (adapted to be 
 less product-centric) Experience Mapping 
 (adapted for 
 non-linear, multi-actor) Moment Architecture 
 and Moment Briefs Service Blueprinting Stories from 
 the Future 
 (multi-actor, non-linear)
  17. 17. Experience Mesh Collaborative sensemaking for multi-actor service experiences
  18. 18. Simple sense-making technique driven by a storytelling activity that combines multiple protagonists’ stories in one single view of a service experience. What is Mesh? Method Overview
  19. 19. What is Mesh for? Method Overview To identify opportunities for optimizing and reimagining service experiences across the organization To surface individual and collective needs to align on opportunities across the organization To visualize experience gaps across actors (e.g, waiting or communication gaps) at a larger ecosystem scale To evaluate interdependent and shared moments among actors in a sequence of time
  20. 20. • A deliverable • Driven by technical requirements • About the details (it’s about understanding of each actor’s experience and needs) What isn’t Mesh? Method Overview
  21. 21. When to use it? Early in the process to build alignment across stakeholders on key areas of focus Things to consider Scope and Participants What types of projects? Cross-collaborative initiatives that can benefit from inside- out/outside-in perspectives Who to invite? Consider working with 3-4 actors at a time and select SMEs that can represent the selected actors Roles in the session • Main facilitator • Small group facilitator(s) • Note Taker(s) • SMEs • Mix level of participants
  22. 22. Work in separate small groups and describe each actors’ experiences How does it work? Pre-session: Core Team Members decide which actors would best fit the project scope Share out stories from each protagonists and facilitate entire group discussion
 
 *make sure to take notes about findings Call out interdependent and shared moments across actors Vote on which opportunity areas to investigate further Post-session: Select the best method to help solve for the challenges represented in the mesh 1 2 3 4 5 6 7 Identify key moments of each actor’s stories
  23. 23. B2B2C In-person: Three (3) actors
  24. 24. Triggers: Word of  mouth  (Friends) Family Finding  my  agent Setting up a  time to talk  to my  agent Learning  about my  options Receiving  my order  summary Agreeing  to terms Going  about  my day Receiving  log-in email  invitation Receiving  welcome  package Creating  account Choosing  the service  I want Reaching  out for  general  inquiry Reviewing  personal  info Receiving  first bill Paying  my first  bill Receiving  follow-up from  agent (yearly,  monthly?) Required  by  landlord Comparing  multiple  offers Learning  about  coverages Understanding  landlord  requirements  in order to  meet them Feeling pressured to make  a decision How do you  know when you  are working  with the right  agent? Having a get- to-know-me  conversation  with the Agent key Deciding  what I  want Checking  my  inventory Receiving  advice from  agent key Discussing  payment  plan  options Signing  agreement Telling  roommates about  experience  signing up with  insurance  company Understanding  my options Finding  out about  eligibility Getting  copy of  signed  agreement Making  down  payment Getting a   notification  about new  customer key Scheduling  meeting Meeting  with  Customer Providing  options to  customers Confirming  basic  information Offering  additional  products/ services Confirming  application  info w/  customer Providing  verbal  order  summary Asking for  payment  info Sending  email for  account  creation Application approval  process Identifying  possible  service  options Consulting  on best   options Having a  conversation  w/ customer  about needs Following- up with  Customer Asking  underwriting  questions Talking with  customer  yearly to  discuss  renewing Entering  customer  info Providing  the  customer a  quote Refining  the  customer  quote Billing system  is not where  we want it to  be in the  future Communication  channel varies  by agent  comfort level Dependency  on agent  technological  capabilities Look for  cross-sell  opportunities Referrals Providing  personal  info Consultation Event Feeling that I'm being  understood. Feeling I'm getting  personalized customer  service. Trust aspect to this interaction Building trust with my  agent, feel that I'm being  heard. Exit After this conversation, I  feel confident that I know  what I need. I understand what my  options are and I know  where to get what I need how and  where will  customers pay  in the future? Discussing  terms/agreement  with spouse  before agreeing How is this  moment  handled? Getting in  touch with  customer B2B2C Remote: Two (2) actors
  25. 25. B2C Remote: Four (4) actors Confirming  if order is  ready Confirming  customer  info Receiving  customer  call Providing a  waiting  time  estimate REPETITIVE PATTERN Confirming  customer  info Receiving  customer  call Providing a  waiting  time  estimate Confirming  if order is  ready REPETITIVE PATTERN Receiving  the order Shopping  items from  the order Confirming  item  inventory Completing  order Sending  customer a  text message  to confirm  item swap Receiving  the order Shopping  items from  the order Confirming  item  inventory Completing  order Sending  customer a  text message  to confirm  item swap Phone  Support  Associate Customer  Moments Pick-up  Grocery  Associate Preparing for  my visit to  the grocery  store. Going to  the grocery  store Getting  in pickup  line Grocery  Shoppers "X" Receiving  the order Shopping  items from  the order Confirming  item  inventory Parking  in pickup  spot Contacting  pickup  associate Preparing  car for  groceries Waiting Receiving  the order  receipt Sanitizing Receiving  groceries Going  home Handing- off order  receipt Loading  customer  car with  groceries Placing  my  order Completing  order*  (system  trigger) Sending  customer a  text message  to confirm  item swap Receives  notification  about order  completion Receives  customer's  pick-up spot  number Picking up  customer  order and  receipt Handing- off order  receipt Loading  customer  car with  groceries Confirming  customer  order is  ready Picking up  customer  order and  receipt Confirming  customer  info Receiving  customer  call Providing a  waiting  time  estimate Confirming if  order is ready*  (system  trigger) Confirming  customer  info Receiving  customer  call Providing a  waiting  time  estimate Confirming  if order is  ready REPETITIVE PATTERN REPETITIVE PATTERN REPETITIVE PATTERN REPETITIVE PATTERN
  26. 26. Emphasizes the emotional experiential side of multi-actor stories going beyond a single protagonist How this differs from other methods Lower learning curve for non designers to engage with compared to journey mapping/ ecosystem mapping/ blueprinting Provides a space for discovery that accounts for more than one actor’s needs Unlike service blueprints, does not require defining experience details (e.g. frontstage/ backstage/support systems)
  27. 27. • SMEs in the room/session • Have conducted stakeholder interviews and refined project objectives • Identified key criteria to select opportunity areas • 2 session w/ 2-4hrs In real life About your experience in this workshop Today • Harmonic will represent the SMEs in the room/session • Harmonic has selected a general global topic to work with • Harmonic pre-defined high-level criteria for selection • 80min session
  28. 28. 28 Let’s Go!
  29. 29. Small Group Activity Getting hands on with Experience Mesh
  30. 30. 1. Everyone, go over demo journey 2. Individually, find your artboard in Miro and click on video link
 - Watch your actor’s videos and describe journey 3. In small groups, share out individual journeys
 - Select one of them and choose three (3) key moments per actor 4. Everyone, share out each actor’s stories
 - Go over additional actor’s journey
 - Identify interdependent and shared moments
 - Individually, vote on your top three (3) opportunity areas Small group logistics (duration: 80min)
  31. 31. Demo Journey • Listen to the video and describe the step-by-step journey of the new hire • Write one step per post-it • Reflect • Find your individual board and click on the video link ACTIVITY Everyone MINUTES 10
  32. 32. Build Your Protagonist’s Journey • Listen to the video and describe the step-by-step journey of your designated actor • Write one step per post-it ACTIVITY Individually MINUTES 15
  33. 33. Reflection about method How was it? What was new to you? What was different? What was challenging? ACTIVITY MINUTES 5 Everyone
  34. 34. Group 2: 10-Minute Break
  35. 35. Share out and select key moments • Share-out your own version • Select one journey as a starting point • Individually, vote your top 3 key moments of this protagonist journey • Discuss why are those key moments ACTIVITY MINUTES 10 Group 1: HR
  36. 36. Group 1: 10-Minute Break
  37. 37. Share out and select key moments • Share-out your own version • Select one journey as a starting point • Individually, vote your top 3 key moments of this protagonist journey • Discuss why are those key moments ACTIVITY MINUTES 10 Group 2: Hiring Manager
  38. 38. Share and Mesh • Present your actor's high-level story and call out your top 3 key moments • Go over new hire actor’s journey • Draw connections between the different actors • Reflect and discuss about interdependent and shared moments ACTIVITY Everyone MINUTES 15 up a  talk  y  t Learning  about my  options Receiving  my order  summary Agreeing  to terms Going  about  my day Receiving  log-in email  invitation Receiving  welcome  package Creating  account Reaching  out for  general  inquiry Reviewing  personal  info Receiving  first bill Paying  my first  bill Receiv follow-up agent (y month Having a get- to-know-me  conversation  with the Agent key Deciding  what I  want Checking  my  inventory Receiving  advice from  agent key Discussing  payment  plan  options Signing  agreement Telling  roommates about  experience  signing up with  insurance  company Understanding  my options Finding  out about  eligibility Getting  copy of  signed  agreement Making  down  payment Providing  options to  customers Confirming  basic  information Offering  additional  products/ services Confirming  application  info w/  customer Providing  verbal  order  summary Asking for  payment  info Sending  email for  account  creation Application approval  process Following- up with  Customer Talking custom yearly discu renew Providing  the  customer a  quote Refining  the  customer  quote Billing system  is not where  we want it to  be in the  future Communication  channel varies  by agent  comfort level Dependency  on agent  technological  capabilities Look for  cross-sell  opportunities Referrals Providing  personal  info Consultation Event Feeling that I'm being  understood. Feeling I'm getting  personalized customer  service. Trust aspect to this interaction Building trust with my  agent, feel that I'm being  heard. Exit After this conversation, I  feel confident that I know  what I need. I understand what my  options are and I know  where to get what I need how and  where will  customers pay  in the future? Discussing  terms/agreement  with spouse  before agreeing How is this  moment  handled?
  39. 39. Choose Opportunity Areas • Individually, choose three (3) key opportunity areas according to the desired outcomes • Reflect and discuss about findings ACTIVITY Everyone MINUTES 5 up a  talk  y  t Learning  about my  options Receiving  my order  summary Agreeing  to terms Going  about  my day Receiving  log-in email  invitation Receiving  welcome  package Creating  account Reaching  out for  general  inquiry Reviewing  personal  info Receiving  first bill Paying  my first  bill Receiv follow-up agent (y month Having a get- to-know-me  conversation  with the Agent key Deciding  what I  want Checking  my  inventory Receiving  advice from  agent key Discussing  payment  plan  options Signing  agreement Telling  roommates about  experience  signing up with  insurance  company Understanding  my options Finding  out about  eligibility Getting  copy of  signed  agreement Making  down  payment Providing  options to  customers Confirming  basic  information Offering  additional  products/ services Confirming  application  info w/  customer Providing  verbal  order  summary Asking for  payment  info Sending  email for  account  creation Application approval  process Following- up with  Customer Talking custom yearly discu renew Providing  the  customer a  quote Refining  the  customer  quote Billing system  is not where  we want it to  be in the  future Communication  channel varies  by agent  comfort level Dependency  on agent  technological  capabilities Look for  cross-sell  opportunities Referrals Providing  personal  info Consultation Event Feeling that I'm being  understood. Feeling I'm getting  personalized customer  service. Trust aspect to this interaction Building trust with my  agent, feel that I'm being  heard. Exit After this conversation, I  feel confident that I know  what I need. I understand what my  options are and I know  where to get what I need how and  where will  customers pay  in the future? Discussing  terms/agreement  with spouse  before agreeing How is this  moment  handled?
  40. 40. Final reflection How was it? What was new to you? What was different? What was challenging? What’s next? ACTIVITY MINUTES 5 Everyone
  41. 41. Meshing with Other Methods How Mesh complements other service design methods and Q&A
  42. 42. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Meshing with other methods • Early opportunity identification and ideation • Ecosystem Mapping • Jobs, Pains, Gains • Contextual Research • Service Blueprinting Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts
  43. 43. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Early Opportunities and Ideation Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts M M M M M M M M M M M M M M Moments Actors M M M M M M M M M M M M M M M M M M M M M M M M ACTOR 1 ACTOR 2 ACTOR 3 ACTOR 4 M
  44. 44. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Early Opportunities and Ideation Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts M M M M M M M M M M M M M M Moments Actors M M M M M M M M M M M M M M M M M M M M M M M M ACTOR 1 ACTOR 2 ACTOR 3 ACTOR 4 Mesh for Opportunities • Shared Moments • Conflicting Moments • Gaps • Define the opportunity • Brainstorm initial thoughts M
  45. 45. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Early Opportunities and Ideation Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts M M M M M M M M M M M M M M Moments Actors M M M M M M M M M M M M M M M M M M M M M M M M ACTOR 1 ACTOR 2 ACTOR 3 ACTOR 4 Mesh for Opportunities • Shared Moments • Conflicting Moments • Gaps • Define the opportunity • Brainstorm initial thoughts M
  46. 46. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Early Opportunities and Ideation Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts M M M M M M M M M M M M M M Moments Actors M M M M M M M M M M M M M M M M M M M M M M M M ACTOR 1 ACTOR 2 ACTOR 3 ACTOR 4 Mesh for Opportunities • Shared Moments • Conflicting Moments • Gaps • Define the opportunity • Brainstorm initial thoughts HMW HMW HMW HMW M
  47. 47. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Early Opportunities and Ideation Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts M M M M M M M M M M M M M M Moments Actors M M M M M M M M M M M M M M M M M M M M M M M M ACTOR 1 ACTOR 2 ACTOR 3 ACTOR 4 HMW HMW HMW HMW OUTCOMES finding and recognizing the new hire to escort them in Functional feeling physically and emotionally safe emotional Get the equipment I need to do my job in a timely and efficient manner Functional Be confident and knowledgeable about the set up process and who to ask if I have any questions or issues emotional successfully accomplish equipment request Get what I need to be ready to start work making a meaningful connection with new hire Feel confident that I've equipped new hire with the right equipment emotional Deliver all the equipment needed for a new hire to successfully do their job from day one Functional Moment Meeting with New hire to get badge and laptop Get technically setup so I can access all the systems needed to successfully do my job Functional Knowing where to go and who to meet to get my new equipment Functional a predictable schedule so they can get back to their other work Functional Authenticate user ID, password and install apps/programs based on hiring manager request Functional Make a good impression when I meet the Hiring Manager for the first time in person emotional knowing their role in the process Functional being able to answer the new hire's questions Functional being seen as competent by their new employee emotional not being stressed so they can focus on their new employee emotional Demonstrate a level of competency about my new technical equipment emotional not disrupting the rest of their day Feel safe being around my new coworkers emotional being a team with to their IT colleagues to support the new hire support hiring manager needs Increased excitement that they made the right choice to join the company Moment Getting my laptop Moment: Delivering laptop to new hire Moment Monitoring Progress HR Mgr Hiring Mgr New Hire IT Tech M
  48. 48. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Early Opportunities and Ideation Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts M M M M M M M M M M M M M M Moments Actors M M M M M M M M M M M M M M M M M M M M M M M M ACTOR 1 ACTOR 2 ACTOR 3 ACTOR 4 HMW HMW HMW HMW M
  49. 49. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Ecosystem mapping Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Actors Key Activities Influencing Factors Artifacts, Touchpoints, Places, Specific Activities Customer Roommate Dependent Researching utilities Searching for a rental home Interacting with new landlord Culture of local community Population density of local Family Considering risk for first time Getting advice Apartment complex websites Rental listing aggregators Influencing Factors Artifacts, Touchpoints, Places, Specific Activities Splitting rent Getting a larger apartment Moving to a secure area Comparing rates across carriers insurance Near work Near certain area of town for personal interests Assessing Renters Insurance Comparing rates across utility carriers Changing mailing billing address finding local businesses / merchants / amenitites Signing up for paperless/ digital communications Getting packages at new address Getting in touch with insurance Agent Learning what their best options are for rental insurance Learning about what is offered with renters insurance website phone call Text Zoom/video conference Facebook messange r/webchat providing proof of insurance to landlord Email Local or non-local landlord New Job Closer to family Kids - school system - school selection Mailer / brochure Job loss or salary cut, change in economic status Second property College Vacation home
  50. 50. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Ecosystem informs Mesh • Identify potential actors • Relationships to one another • Priority Ecosystem mapping Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Actors Key Activities Influencing Factors Artifacts, Touchpoints, Places, Specific Activities Customer Roommate Dependent Researching utilities Searching for a rental home Interacting with new landlord Culture of local community Population density of local Family Considering risk for first time Getting advice Apartment complex websites Rental listing aggregators Influencing Factors Artifacts, Touchpoints, Places, Specific Activities Splitting rent Getting a larger apartment Moving to a secure area Comparing rates across carriers insurance Near work Near certain area of town for personal interests Assessing Renters Insurance Comparing rates across utility carriers Changing mailing billing address finding local businesses / merchants / amenitites Signing up for paperless/ digital communications Getting packages at new address Getting in touch with insurance Agent Learning what their best options are for rental insurance Learning about what is offered with renters insurance website phone call Text Zoom/video conference Facebook messange r/webchat providing proof of insurance to landlord Email Local or non-local landlord New Job Closer to family Kids - school system - school selection Mailer / brochure Job loss or salary cut, change in economic status Second property College Vacation home
  51. 51. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Ecosystem informs Mesh • Identify potential actors • Relationships to one another • Priority Ecosystem mapping Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Actors Key Activities Influencing Factors Artifacts, Touchpoints, Places, Specific Activities Customer Roommate Dependent Researching utilities Searching for a rental home Interacting with new landlord Culture of local community Population density of local Family Considering risk for first time Getting advice Apartment complex websites Rental listing aggregators Influencing Factors Artifacts, Touchpoints, Places, Specific Activities Splitting rent Getting a larger apartment Moving to a secure area Comparing rates across carriers insurance Near work Near certain area of town for personal interests Assessing Renters Insurance Comparing rates across utility carriers Changing mailing billing address finding local businesses / merchants / amenitites Signing up for paperless/ digital communications Getting packages at new address Getting in touch with insurance Agent Learning what their best options are for rental insurance Learning about what is offered with renters insurance website phone call Text Zoom/video conference Facebook messange r/webchat providing proof of insurance to landlord Email Local or non-local landlord New Job Closer to family Kids - school system - school selection Mailer / brochure Job loss or salary cut, change in economic status Second property College Vacation home
  52. 52. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Ecosystem mapping Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Actors Key Activities Influencing Factors Artifacts, Touchpoints, Places, Specific Activities Customer Roommate Dependent Researching utilities Searching for a rental home Interacting with new landlord Culture of local community Population density of local Family Considering risk for first time Getting advice Apartment complex websites Rental listing aggregators Influencing Factors Artifacts, Touchpoints, Places, Specific Activities Splitting rent Getting a larger apartment Moving to a secure area Comparing rates across carriers insurance Near work Near certain area of town for personal interests Assessing Renters Insurance Comparing rates across utility carriers Changing mailing billing address finding local businesses / merchants / amenitites Signing up for paperless/ digital communications Getting packages at new address Getting in touch with insurance Agent Learning what their best options are for rental insurance Learning about what is offered with renters insurance website phone call Text Zoom/video conference Facebook messange r/webchat providing proof of insurance to landlord Email Local or non-local landlord New Job Closer to family Kids - school system - school selection Mailer / brochure Job loss or salary cut, change in economic status Second property College Vacation home Moments Actors ACTOR 1 ACTOR 2 ACTOR 3 ACTOR 4 M M M M M M M M M M M M M M M M M M M M M
  53. 53. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Jobs, Pains, Gains Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts M M M M M M M M ACTOR 2
  54. 54. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Jobs, Pains, Gains Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts M M M M M M M M ACTOR 2 Moments comprise Jobs • Identify Jobs for each Moment (Functional aspects) • Emotional aspects can inform Pains and Gains
  55. 55. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Jobs, Pains, Gains Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts M M M M M M M M ACTOR 2 J J J J J J J J J J J Job Job Moments comprise Jobs • Identify Jobs for each Moment (Functional aspects) • Emotional aspects can inform Pains and Gains
  56. 56. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Jobs, Pains, Gains Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts M M M M M M M M ACTOR 2 J J J J J J J J J J J Job Job
  57. 57. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Jobs, Pains, Gains Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts M M M M M M M M ACTOR 2 J J J J J J J J J J J Job Job
  58. 58. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Jobs, Pains, Gains Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts ACTOR 1 ACTOR 2 ACTOR 3 ACTOR 4
  59. 59. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Contextual Research Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Moments Actors M M M M M M M M M M M M M M Moments Actors M M M M M M M M M M M M M M M M M M M M M M M M ACTOR 1 ACTOR 2 ACTOR 3 ACTOR 4 M
  60. 60. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Contextual Research Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Moments Actors M M M M M M M M M M M M M M Moments Actors M M M M M M M M M M M M M M M M M M M M M M M M ACTOR 1 ACTOR 2 ACTOR 3 ACTOR 4 M Research panning • Evaluate what is known and where we still have questions • Which actors should be prioritized? • What part of the experience should we dive deep? • How can shape our research to better understand shared moments?
  61. 61. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Contextual Research Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Moments Actors M M M M M M M M M M M M M M Moments Actors M M M M M M M M M M M M M M M M M M M M M M M M ACTOR 1 ACTOR 2 ACTOR 3 ACTOR 4 M Research panning • Evaluate what is known and where we still have questions • Which actors should be prioritized? • What part of the experience should we dive deep? • How can shape our research to better understand shared moments?
  62. 62. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Service Blueprinting Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts M M M M M M M M M M M M M M ACTOR 2 ACTOR 3 Blueprint the Moments • Tell the story of each moment 
 and what it will take to deliver 
 the experience • Analyze the moments and consider who should be the primary actor for a given scenario, then flip the script and use another actor and their moments
  63. 63. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Service Blueprinting Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts M M M M M M M M M M M M M M ACTOR 2 ACTOR 3 Blueprint the Moments • Tell the story of each moment 
 and what it will take to deliver 
 the experience • Analyze the moments and consider who should be the primary actor for a given scenario, then flip the script and use another actor and their moments
  64. 64. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Service Blueprinting Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts M M M M M M M M M M M M ACTOR 2 ACTOR 3 Blueprint the Moments • Tell the story of each moment 
 and what it will take to deliver 
 the experience • Analyze the moments and consider who should be the primary actor for a given scenario, then flip the script and use another actor and their moments
  65. 65. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Service Blueprinting Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts M M M M M M M M M M M M Blueprint the Moments • Tell the story of each moment 
 and what it will take to deliver 
 the experience • Analyze the moments and consider who should be the primary actor for a given scenario, then flip the script and use another actor and their moments ACTOR 2 ACTOR 3
  66. 66. Q&A Glad to answer additional questions
  67. 67. Contents Service Design 6 About Harmonic Design 7 Why we exist 9 How we do it 10 Our pitch 13 Key phrases 14 Our personality 15 Our people 17 Our services & products 19 Primary Audience: 20 Clients Who are our clients 21 What do clients want from 22 service design Desired client impacts 23 The client’s future 24 Our promise 26 Client persona 27 Secondary Audience: 34 Talent Talent persona 35 with Harmonic Ideal talent impacts 38 Tertiary Audience: 40 Community Influencers Community influencer 41 demographics Ideal community 43 influencer impacts Let’s Keep the Conversation Going! CAROL MASSÁ @_krol_massah JEFF HARRIS @jeffharrissays PATRICK QUATTLEBAUM @ptquattlebaum HARMONIC DESIGN @thisisharmonic ORCHESTRATING
 EXPERIENCES thisisharmonic.com rosenfeldmedia.com

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