Leveraging Service Design to Orchestrate Customer Touchpoints
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To deliver exceptional customer experiences top brands are looking at their customer interactions through the lens of Service Design. In this session we will share an approach you can take back to work and immediately put to use. We’ll show how to orchestrate interactions and activities which directly impact your customers – visualizing the customer’s journey and connecting it to the backstage activities the customer does not see.
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Leveraging Service Design to Orchestrate Customer Touchpoints
- 1. Service Design to Orchestrate Customer Touchpoints Leveraging Melanie Kinser l Pete KinserThinkWyn Outdoor Retailer Snow Show : Denver, CO. : 2019
- 2. Outdoor Retailer Snow Show – 2019ThinkWyn Hello We’re (maybe a little too) obsessed with human-centered design & customer experience.
- 3. Outdoor Retailer Snow Show – 2019ThinkWyn Service Design Why it’s the fastest growing type of Design Simple tools to put it into action today As a way to drive great customer experiences
- 4. Outdoor Retailer Snow Show – 2019ThinkWyn The Current State of Customer Experience The Business The Customer The Market
- 5. Outdoor Retailer Snow Show – 2019ThinkWyn “ believe that Customer Experience will be their primary basis for competition. Maeda, 2016 89% of COMPANIES
- 6. Outdoor Retailer Snow Show – 2019ThinkWyn Structure Alignment Collaboration The Business
- 7. Outdoor Retailer Snow Show – 2019ThinkWyn Attitudes Behaviors Habits The Customer
- 8. Outdoor Retailer Snow Show – 2019ThinkWyn “ PwC Global Consumer Insight Survey - 2018 Consumers rely heavily on other people’s opinions to decide what to buy.
- 9. Outdoor Retailer Snow Show – 2019ThinkWyn “Consumers are seeing shopping as a sensory and social experience. PwC Global Consumer Insight Survey - 2018
- 10. Outdoor Retailer Snow Show – 2019ThinkWyn Focus on CX Invest in Design The Market
- 11. Outdoor Retailer Snow Show – 2019ThinkWyn With a positive experience customers are … more likely to buy 6x more likely to forgive a mistake 5x more likely to recommend the company 12x Maeda, 2016 “
- 12. Outdoor Retailer Snow Show – 2019ThinkWyn Design Management Institute - 2017 Design-led companies outperform the S&P 500 by 219% over the past 10 years. “
- 13. Outdoor Retailer Snow Show – 2019ThinkWyn Touchpoints Specific moments & places where customers interact with your brand.
- 14. Outdoor Retailer Snow Show – 2019ThinkWyn Customer Experience The experience with a single or targeted set of touchpoints. User Experience The holistic experience for a customer with all of your brand’s touchpoints. ThinkWyn
- 15. Outdoor Retailer Snow Show – 2019ThinkWyn Structure Alignment Collaboration Attitudes Behaviors Habits Invest in Design Focus on CX The Business The Customer The Market
- 16. Outdoor Retailer Snow Show – 2019ThinkWyn Structure Alignment Collaboration Attitudes Behaviors Habits Invest in Design Focus on CX
- 17. Outdoor Retailer Snow Show – 2019ThinkWyn Where do we begin?
- 18. Outdoor Retailer Snow Show – 2019ThinkWyn Where do we begin?Where do we begin? Personas Journey Map Interactive Prototypes Customer Segmenting Competitive Audit A/B Tests Eye-tracking Accessibility Analysis Top-Task Analysis Co-creation Diary Study Stakeholder Interviews Value Proposition Design Brainstorming Prototyping Wireframes Pattern Libraries Cultural Audit User Interviews Key Performance Indicators Storyboards User Workflows Task Analysis Taxonomies Content Audit Service Blueprints Affinity Diagrams Mental Models Experience Map Moodboards Heuristic Analysis Use Case & Scenarios Contextual Inquiry Usability Testing Card Sorting Design Sprints Concept Statement Content Strategy Sketches Participatory Design Where do we begin?
- 19. Outdoor Retailer Snow Show – 2019ThinkWyn VISUALIZE EXPERIENCE 0201 CROSS-FUNCTIONAL VERSATILE & FLEXIBLE 03 Service Blueprints
- 20. Outdoor Retailer Snow Show – 2019ThinkWyn You have enough information to begin creating these today Service Blueprints
- 21. Outdoor Retailer Snow Show – 2019ThinkWynThinkWyn Example: ThinkWyn
- 22. Outdoor Retailer Snow Show – 2019ThinkWyn Example: Cooper Design
- 23. Example: Nielsen Norman Group
- 24. Outdoor Retailer Snow Show – 2019ThinkWyn Let’s Build One
- 25. Outdoor Retailer Snow Show – 2019ThinkWyn Blueprint :: First Time Lift Ticket Purchase LINE OF INTERACTION
- 26. Outdoor Retailer Snow Show – 2019ThinkWyn LINE OF VISIBILITY Blueprint :: First Time Lift Ticket Purchase LINE OF INTERACTION
- 27. Outdoor Retailer Snow Show – 2019ThinkWyn LINE OF VISIBILITY Blueprint :: First Time Lift Ticket Purchase LINE OF INTERACTION LINE OF INTERNAL INTERACTION
- 28. Outdoor Retailer Snow Show – 2019ThinkWyn EVIDENCE Items the customer sees or interacts with • Signage • Actual Products (pair of skis or iPhone app) • Forms • Emails
- 29. Outdoor Retailer Snow Show – 2019ThinkWyn EVIDENCE LINE OF VISIBILITY Blueprint :: First Time Lift Ticket Purchase LINE OF INTERNAL INTERACTION LINE OF INTERACTION
- 30. Outdoor Retailer Snow Show – 2019ThinkWyn CUSTOMER ACTIONS Actions customer does to access the service • Finding items in a store • Talking to an employee for help • Logging into a website
- 31. Outdoor Retailer Snow Show – 2019ThinkWyn CUSTOMER ACTIONS EVIDENCE LINE OF VISIBILITY Blueprint :: First Time Lift Ticket Purchase LINE OF INTERNAL INTERACTION LINE OF INTERACTION
- 32. Outdoor Retailer Snow Show – 2019ThinkWyn VISIBLE BUSINESS ACTIONS What the customer can SEE • Activities • People • Physical Evidence
- 33. Outdoor Retailer Snow Show – 2019ThinkWyn CUSTOMER ACTIONS VISIBLE BUSINESS ACTIONS EVIDENCE LINE OF VISIBILITY Blueprint :: First Time Lift Ticket Purchase LINE OF INTERNAL INTERACTION LINE OF INTERACTION
- 34. Outdoor Retailer Snow Show – 2019ThinkWyn INVISIBLE BUSINESS ACTIONS What the customer CANNOT SEE • Activities • Processes • Partner Activities
- 35. Outdoor Retailer Snow Show – 2019ThinkWyn CUSTOMER ACTIONS VISIBLE BUSINESS ACTIONS INVISIBLE BUSINESS ACTIONS LINE OF VISIBILITY Blueprint :: First Time Lift Ticket Purchase LINE OF INTERNAL INTERACTION LINE OF INTERACTION EVIDENCE
- 36. Outdoor Retailer Snow Show – 2019ThinkWyn SUPPORTING PROCESSES Actions that support the service • Retail: Wifi provider • Restaurant: The linen service • Ski Resort: Trsndportsion to and from resort
- 37. Outdoor Retailer Snow Show – 2019ThinkWyn CUSTOMER ACTIONS VISIBLE BUSINESS ACTIONS INVISIBLE BUSINESS ACTIONS EVIDENCE SUPPORTING PROCESSES LINE OF VISIBILITY Blueprint :: First Time Lift Ticket Purchase LINE OF INTERNAL INTERACTION LINE OF INTERACTION
- 38. Outdoor Retailer Snow Show – 2019ThinkWyn CUSTOMER ACTIONS VISIBLE BUSINESS ACTIONS INVISIBLE BUSINESS ACTIONS EVIDENCE SUPPORTING PROCESSES LINE OF VISIBILITY Announce On Sale Dates Marketing / Advertising Campaign Blueprint :: First Time Lift Ticket Purchase Website LINE OF INTERNAL INTERACTION LINE OF INTERACTION Create New Account eCommerce Platform
- 39. Outdoor Retailer Snow Show – 2019ThinkWyn CUSTOMER ACTIONS VISIBLE BUSINESS ACTIONS INVISIBLE BUSINESS ACTIONS EVIDENCE SUPPORTING PROCESSES LINE OF VISIBILITY Announce On Sale Dates Marketing / Advertising Campaign Blueprint :: First Time Lift Ticket Purchase Website LINE OF INTERNAL INTERACTION LINE OF INTERACTION Create New Account Compare Ticket Types eCommerce Platform
- 40. Outdoor Retailer Snow Show – 2019ThinkWyn CUSTOMER ACTIONS VISIBLE BUSINESS ACTIONS INVISIBLE BUSINESS ACTIONS EVIDENCE SUPPORTING PROCESSES LINE OF VISIBILITY Announce On Sale Dates Marketing / Advertising Campaign Blueprint :: First Time Lift Ticket Purchase Website Email Confirmation LINE OF INTERNAL INTERACTION LINE OF INTERACTION Create New Account Compare Ticket Types Purchase Tickets eCommerce Platform eCommerce Platform
- 41. Outdoor Retailer Snow Show – 2019ThinkWyn CUSTOMER ACTIONS VISIBLE BUSINESS ACTIONS INVISIBLE BUSINESS ACTIONS SUPPORTING PROCESSES LINE OF VISIBILITY Announce On Sale Dates Marketing / Advertising Campaign Blueprint :: First Time Lift Ticket Purchase Website Signage (Parking) Email Confirmation Greeted by Ambassador Coordinating Mountain Signage Post Physical Signage LINE OF INTERNAL INTERACTION LINE OF INTERACTION Create New Account Compare Ticket Types Purchase Tickets Arrive at the Mountain eCommerce Platform eCommerce Platform EVIDENCE
- 42. Outdoor Retailer Snow Show – 2019ThinkWyn CUSTOMER ACTIONS VISIBLE BUSINESS ACTIONS INVISIBLE BUSINESS ACTIONS SUPPORTING PROCESSES LINE OF VISIBILITY Announce On Sale Dates Marketing / Advertising Campaign Blueprint :: First Time Lift Ticket Purchase Website Signage (Parking) Email Confirmation Signage (Tickets) Greeted by Ambassador Greeted Ticket Sales Employee Coordinating Mountain Signage Post Physical Signage Set Up Ticket Line Maze LINE OF INTERNAL INTERACTION LINE OF INTERACTION Create New Account Compare Ticket Types Purchase Tickets Find Ticket Window Arrive at the Mountain eCommerce Platform eCommerce Platform EVIDENCE
- 43. Outdoor Retailer Snow Show – 2019ThinkWyn CUSTOMER ACTIONS VISIBLE BUSINESS ACTIONS INVISIBLE BUSINESS ACTIONS SUPPORTING PROCESSES LINE OF VISIBILITY Announce On Sale Dates Marketing / Advertising Campaign Blueprint :: First Time Lift Ticket Purchase Website Signage (Parking) Email Confirmation Signage (Tickets) Greeted by Ambassador Greeted Ticket Sales Employee Signage (Line Forms Here) Coordinating Mountain Signage Post Physical Signage Set Up Ticket Line Maze Point of Sale System LINE OF INTERNAL INTERACTION LINE OF INTERACTION Create New Account Compare Ticket Types Purchase Tickets Find Ticket Window Pick Up Tickets Arrive at the Mountain eCommerce Platform eCommerce Platform EVIDENCE
- 44. Outdoor Retailer Snow Show – 2019ThinkWyn Areas of Opportunity
- 45. Outdoor Retailer Snow Show – 2019ThinkWyn CUSTOMER ACTIONS VISIBLE BUSINESS ACTIONS INVISIBLE BUSINESS ACTIONS SUPPORTING PROCESSES LINE OF VISIBILITY Announce On Sale Dates Marketing / Advertising Campaign Blueprint :: First Time Lift Ticket Purchase Website Signage (Parking) Email Confirmation Signage (Tickets) Greeted by Ambassador Greeted Ticket Sales Employee Signage (Line Forms Here) Coordinating Mountain Signage Post Physical Signage Set Up Ticket Line Maze Point of Sale System LINE OF INTERNAL INTERACTION LINE OF INTERACTION Create New Account Compare Ticket Types Purchase Tickets Find Ticket Window Pick Up Tickets Arrive at the Mountain eCommerce Platform eCommerce Platform EVIDENCE
- 46. Outdoor Retailer Snow Show – 2019ThinkWyn Blueprint :: First Time Lift Ticket Purchase Arrive at the Mountain Purchase Tickets Time
- 47. Outdoor Retailer Snow Show – 2019ThinkWyn Blueprint :: First Time Lift Ticket Purchase Time Arrive at the Mountain Purchase Tickets Arrive at the Mountain Purchase Tickets 4 hrs 4 months
- 48. Outdoor Retailer Snow Show – 2019ThinkWyn Blueprint :: First Time Lift Ticket Purchase Signage (Line Forms Here) Find Ticket Window The Emotional Journey
- 49. Outdoor Retailer Snow Show – 2019ThinkWyn Blueprint :: First Time Lift Ticket Purchase Signage (Line Forms Here) Find Ticket Window The Emotional Journey
- 50. Outdoor Retailer Snow Show – 2019ThinkWyn Visualize alignment across functions Empower teams to design collaborative solutions Highlight the disparate parts of your structure Service Blueprints
- 51. Service Design to Orchestrate Customer Touchpoints Leveraging Melanie Kinser l Pete KinserThinkWyn Outdoor Retailer Snow Show : Denver, CO. : 2019