Your next project is end-to-end service design. Yes! Woo hoo! Heena's take on a recent service design project at John Lewis, covered customer facing experiments, trying to change internal culture and what she has learnt along the way.

1. #MUXL

2. Foundation Course in UX & UCD
8 Weeks, Evening Classes, In-Person
Starting May 2018
Intermediate Course in UX
6 Weeks, Afternoon or Evening Classes, In-Person
Starting April 2018
#MUXL

3. #MUXL
Designing Voice Interactions
6 Weeks, Evening Classes, In-Person
Starting May 2018

4. Coming Up
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Looking for speakers. Get involved!
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5. My first
service
design
project
HEENA TAILOR | UX ARCHITECT | JOHN LEWIS
SERVICE
DESIGN

7. YES,
NOW WE’RE
TALKING!

8. PRODUCT
OWNER
DEVELOPER UX ARCHITECT
TESTER BUSINESS
ANALYST
UI DESIGNER
MY TEAM
WENT FROM
THIS...

9. PRODUCT
OWNER
ANOTHER
PRODUCT
OWNER
UX ARCHITECT,
NOW SERVICE
DESIGNER
SENIOR
SPONSOR
MARKETING
STRATEGIST
RETAIL
OPERATIONS
AND ANOTHER
PRODUCT
OWNER
TO THIS...
TRAINING &
DEVELOPMENT

10. MY SCOPE
WENT FROM
THIS...

11. TO
THIS...

12. SO THEN WHAT HAPPENED?

13. IT WAS EMOTIONAL

14. NO REALLY, WHAT HAPPENED?

15. PERSONAL STYLING
An in-store service where a customer has a
one-to-one appointment with a trained stylist, and
gets fashion advice and guidance

16. OUR SCOPE
Optimise the current service
Find new revenue opportunities
Create more satisfying jobs for stylists

17. OUR SCOPE
Optimise the current service
Find new revenue opportunities
Create more satisfying jobs for stylists
Trial new cross-functional teams
Show the benefits of experiments, test & learn, agile,
lean to the wider business
Any more buzzwords?

18. SO THESE ARE A FEW OF THE
WHAT I LEARNED
THINGS WE DID…
...AND
(MORE
IMPORTANTLY)
ALONG
THE
WAY

19. We started
with a design
sprint
ONETHINGS
WE DID

20. INTERVIEWED
EXPERTS TO
STIMULATE
IDEAS,
GENERALLY
SWOT UP ON
THE SERVICE

21. HOW MIGHT WE, 200+ OPPORTUNITIES

22. LOOKED OUTSIDE OUR INDUSTRY

23. EVERYONE SKETCHED
(& EVERYONE CAN DRAW!)

24. OUR GALLERY, FOLLOWED BY SILENT VOTING

25. A bunch of propositional ideas to validate
with customers through...
...guerilla testing in-store
...lab testing
...survey to current customers
OUR OUTPUT
...IT GAVE US A STARTING POINT

26. ...Good way to gel as a team
...A shared brain
...Everyone got their hands dirty/sketching
...It kept opinions to a minimum
...Quick and dirty
...Minimal costs
…Build confidence in the process
ONEWHAT I
LEARNT

27. We did a
small amount
to learn
TWOTHINGS
WE DID

29. OUR HYPOTHESES WERE...
...would better manage
expectations of our
customer
...would drive
awareness of the
different types of
problems we can help
solve
1 2
...would drive
awareness of the
service available
3
CHANGING THE APPOINTMENT NAMES...

30. CONTROL TEST

31. 26
50 DAYS
BLUEWATER
SURVEY: 66 CUSTOMERS
INTERVIEWS: 5 STYLISTS

33. How would you
describe your feelings
about your upcoming
appointment?
SOURCE: IN-STORE CUSTOMER SURVEYS
What look were you
hoping to achieve
from your
appointment?

34. OUR HYPOTHESES WERE...
...would better manage
expectations of our
customer
...would drive
awareness of the
different types of
problems we can help
solve
1 2
...would drive
awareness of the
service available
3
...PROVEN TRUE ...PROVEN TRUE ...PROVEN TRUE

35. ...Learning is best when you tackle one thing at a time
...Validate your hypothesis as quickly as you can to
develop a customer-first mindset
...Along the way share everything so that the team
can input
...Transparency is key, enabled through stand ups,
retros, etc
TWOWHAT I
LEARNT

36. We pushed
for a 100%
dedicated
team
THREETHINGS
WE DID

37. THIS IS
FOR REAL,
AND
NOT COOL

38. USER EXPERIENCE SERVICE DESIGN

39. SO THEN WHAT?
Disclaimer, these words of wisdom came from
Clare Munday and is something I’m working on...

40. #TRANSLATINGCAKE

41. #TRANSLATINGCAKE
Speak in a language that your stakeholders are
familiar with

42. TIMEEVIDENCEFRONTSTAGECUSTOMER
JOURNEY
BACKSTAGE
ACTION
SUPPORT
PROCESS

43. TIME
EVIDENCE
CUSTOMER JOURNEY
PARTNER JOURNEY
BUSINESS PROCESSES
SYSTEMS
TIMEEVIDENCEFRONTSTAGECUSTOMER
JOURNEY
BACKSTAGE
ACTION
SUPPORT
PROCESS

46. ...One team will have greater impact on culture
...One team will move at a quicker pace and greater
autonomy
...One team will learn faster
THREEWHAT I
LEARNT
AND IF THAT DOESN’T HAPPEN...

47. GO
UNDERCOVER
#TRANSLATINGCAKE

48. ...Try translate what you are doing into a language
that your stakeholders know
...Illustrate what benefit you can bring to your
stakeholders
...Let go
...Pick your battles
THREEWHAT I
LEARNT

49. SO TO
WRAP
UP

50. ...Get everyone involved in
the design process
SO TO
WRAP
UP
ONE

51. ...Get everyone involved in
the design process
...Validate hypothesis as
early as you canSO TO
WRAP
UP
ONE
TWO

52. ...Get everyone involved in
the design process
...Validate hypothesis as
early as you can
...Translate your skills into a
language your stakeholders
already know
SO TO
WRAP
UP
ONE
TWO
THREE

53. ...AND
APPARENTLY,
ALL OF THIS
CAN BE
APPLIED TO
LIFE
MOMENTS

54. Any
questions
or
reflections?
HEENA TAILOR | UX ARCHITECT | JOHN LEWIS
THANK
YOU