Service Blueprinting / Service Design Drinks Berlin


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How do you make an entire service visible? And align frontstage customer experience with backstage business processes? April’s Service Design Drinks in Berlin gave an introduction to one of the most central delivery tools and artefact in service design. A comprehensive input was followed by a related hands-on session.

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Service Blueprinting / Service Design Drinks Berlin

  1. D.COLLECTIVE / APRIL 10, 2013ServiceDesignDrinksServiceBlueprinting
  2. OverviewWho?What?Why?When?How?+ Exercise
  3. Who are we?Katrin Olga Manuel MartinPhD Candidate, Community Designer, User Experience,University of Manager, Fjord NokiaPotsdam Stylemarks
  4. “Blueprints are to service design what 3D sketches and wireframes are to product design and UX design” * — DR. ANDREW POLAINE Service Designer & Researcher* – in ‘Service Design – from insight to implementation’, p. 96
  5. What?Service Blueprints are …•a way of visually mapping out the complexity of services•aligning frontstage customer experience with backstage business processes•offer a simultaneous user-centered and enterprise-centered focus
  6. What? DEFINITIONService blueprints are a tool for holisticanalysis & visualisation – from a customerperspective, yet integrating all theprovider’s structure & processes that arerelevant for delivering to the customer’sdelight— P R O F. B I R G I T M A G E R Köln International School of Design
  9. What? KEY ASPECTS user / customer journey - Frontstage phase by phase, step by step (seen by customer) channels / touchpoints - channel by channel, touchpoint by touchpoint LINE OF VISIBILITY Backstage backstage processes - (not seen by stakeholder by stakeholder, customer but action by action necessary to performance)Icons: Juan Pablo Bravo, Jon Trillana / The Noun Project
  10. What? COMPONENTS Physical Evidence Customer Actions LINE OF INTERACTION Onstage / Visible Contact Employee Actions LINE OF VISIBILITY Backstage/Invisible Contact Employee Actions INTERNAL INTERACTION Support Processes Icons: Olyn LeRoy, Dmitry Baranovskiy / The Noun Project
  11. Why? understand how different parts of a service work as a whole reveal opportunities for joining up processes coordinate parallel workstreams break down barriers between business units
  12. When? analysing an existing service creating a new service
  13. Service BlueprintHow? Example Service: Service Design Drinks EXAMPLE: SERVICE DESIGN DRINKS 2 weeks before the drinks (aware, join) Day of the drinks (use) After the drinks (develop, use) User Journey Hears about the service design drinks Registers Goes there Arrives Experiences the drinks Goes home Relieves & takes action Touchpoints SD Berlin Community Tell a friend to come as well Don’t know anyone, be bored Meet interesting people during the Mingle and get drunk Forgot the name of the people the user Start a business with some of the Service blue talked to other participants way of visu excercise Katrin, Manuel, out the com Be welcomed by the Learn new things Left the printout at Propose a hosts and feel the venue, because presentation for Martin & Olga enlightened ;) user was drunk the next drinks Location Can’t find the Talk to the friendly Beer is out services and location people at the bar and design Newsletter Receive the newsletter & get interaction information about the drinks They help to Facebook View the event announcement in the newsfeed or be invited by a Register via facebook View photos of the event & see a link to the presentation on frontstage Slideshare friend slideshare View slides of the experience business pr eventFront Stage Line of experienceBack Stage Backstage Processes Katrin, Manuel, Decide on a date Decide on a topic Arrive early to do the setup & Martin & Olga practise the presentation Social Media Create a Advertise the Estimate number Share a last •upload photos to facebook event drinks in the of participants reminder about facebook Team newsletter (based on facebook today’s drinks •share slides & event) handout Collect feedback Collect learnings Event Avoid Look for location Confirm the Take lots of photos during the event from participants from the event overlapping options location Management events such as & location (e.g. how much beer is needed Unit IXDA per person) Content Provider Create Prepare slides & Convert slides graphics for handouts and handout in a banner shareable format Location Provider Buy drinks Prepare the venue Do the dishes Clean up Potential Estimate number Motivate Find the venue Grow user base: Grow the user opportunities & of guests: participants to register for the easily: • Enable base: resulting Do not only event on facebook Print out signs for participants to Crosslink facebook, announce drinks in order to easy discovery of easily share facts twitter etc. at the requirements in newsletter, but estimate the the location about the event end of the slides link to the number • Provide printouts facebook event. with hashtags (for twiiter) and allow signups for newsletter Experience highlight Danger: Bottleneck or Experience is broken & dependancy needs improvements
  14. Exercise
  15. ExerciseCreate a service blueprintincluding user journey, touchpointsand backstage processes for … a dog-jogging service an extraterrestrial real-estate agency a home-cooked-lunch-to-the-office delivery (e.g. dabbawalas in Mumbai) or your own serviceIcon: Randall Barriga, Viktor Örneland, Lisa Waananen / The Noun Project
  16. Exercise You have got 20 minutes!
  17. Take-away
  18. Take-away central delivery tool & artifact in service design holistic framework to visually map out services combines user-centered and enterprise-centered perspectives
  19. Reading recommendationsAndy Polaine et al.: Mary Jo Bitner et al.: Marc Stickdorn /‘Service Design: ‘Service Blueprinting: Jakob Schneider etFrom Insight to A Practical Technique al.: ‘This is ServiceImplementation’ for Service Innovation’ Design Thinking’
  20. See you atthe nextservice