The presentation demonstrates how to derive a service design from clear business goals, then onto measurable KPIs for the service,
then putting the analytics in place to verify the success of the service
against the measurements and finally analyzing the measurement results to identify how to improve the service.
Example: service design community site http://servicedesignpros.com/ Strategy Service Goals KPI Target € value Establish a community Service design Get registered users New registrations 100 /mo 50 € around service design by pros website Increase traﬃc Unique visitors 30 000 /mo -‐ providing useful information on service Sell advertising space New 5 /mo 1 000 € design tools and methods advertisements and a place for Increase brand Organic branded 5 000 /mo -‐ professionals to discuss. awareness visits + direct visits Provide a place for Facebook page Get FB fans # of fans 1 000 -‐ companies to ﬁnd service Activate people Facebook 400 /mo -‐ design professionals, sell interactions advertising space. …
Queries /What’s the user looking for? mo What tools are there for service design? 11 365 Where can I ﬁnd information on a speciﬁc service design tool x? 125 035 Where can I ﬁnd examples of service design methods and tools? 5 560 Where can I ﬁnd service design tool templates? 4 331 What design patterns are there for service design? 573 What is the deﬁnition of service design tool x? 1 296 Where can I ﬁnd concrete instructions on how to create x? 1 334 …
Select Service “Customer design pros journey search result mapping” page Click a link from relevant forum Search for “customer discussion journey map” on Google View forum discussion Write reply to discussion Search for “service design tools” on Google Select Service Frontpage Go to register Click register Thank Exit design pros form, ﬁll info button you page search result
Organic Facebook search Twitter 1. Reach AdWords traﬃc ü Let people know you exist, get them Pre-‐service Direct to choose your service over traﬃc competitors’. Service design pros site 2. Engage ü Give people the information they Service design tool resources need, be useful and relevant – make Forum discussions them love your service. For advertisers -‐page Service 3. Activate Register ü Get them to convert – make them do the thing that makes sense in your Buy advertisement service. 4. Nurture Weekly feed from forum ü Remind people that you exist, market your new content and Post-‐service Newsletter features, make them recommend your service to friends.
ü Marketing ü UI + visual design ü Features + content ü User needs ü Business model http://www.ﬂickr.com/photos/mattimattila/6875571052/
Design <3 Development Single way of working. Single set of goals. Single set of people. Single customer interface.
Validate Check whether the design works or not
What happened? Why? How can it be ﬁxed? 1. Report 2. Analyze 3. Act
Strategy Service Goals KPI Target 10/2012 Actions Establish a community Service design Get registered New registrations 100 /mo 55 (+23%) 1) Facebook around service design pros website users campaign by providing useful 2) Improve information on service registration page design tools and Increase traﬃc Unique visitors 30 000 /mo 27 012 1) Increase # of methods and a place (-‐24%) blog posts for professionals to discuss. Sell advertising New advertisements 5 /mo 1 (-‐80%) 1) Contact partners space 2) Improvements to Provide a place for ad page companies to ﬁnd Increase brand Organic branded visits 5 000 /mo 5 500 … service design awareness + direct visits (+17%) professionals, sell advertising space. Facebook Get FB fans # of fans 1 000 340 (+5%) page Activate people Facebook interactions 400 /mo 230 (-‐45%) …
User needs: Did we reach the users we intended?
Share of traﬃc What’s the user looking for? Queries /mo Conversion-‐% (10/2012) What tools are there for service design? 11 365 1% (+15%) 0,1% (+34%) Where can I ﬁnd information on a speciﬁc service design 125 035 3% (-‐24%) 0% (-‐100%) tool x? Where can I ﬁnd examples of service design methods and 5 560 -‐ 0% (-‐0%) tools? Where can I ﬁnd service design tool templates? 4 331 7% (+450%) 2,3% (+130%) What design patterns are there for service design? 573 0,5% (-‐56%) 1,2% (+12%) What is the deﬁnition of service design tool x? 1 296 1% (+12%) 0% (-‐100%) Where can I ﬁnd concrete instructions on how to create x? 1 334 2% (+100%) 0% (-‐0%) …
UI + visual design: Are people able to use the design?
Heatmaps from ClickTale (http://www.clicktale.com/)
A/B testing Original page Let’s optimize this! 15% 15% 15% Results – Design A wins: Test 1: A B C ü 23% increase in conversion rate ü 3200 € increase in sales Chance to beat original: 91% 78% 87% 15% 15% 15% Test 2: Results – Design E wins: D E F ü 53% increase in conversion rate ü 5500 € increase in sales Chance to beat original: 65% 96% 93% New design o/
Marketing: Where did our users really come from?
Goal-‐driven service development What concrete steps can we take to enhance our business? Business Changes, Goals KPI model projects Why are we investing in this?
Design Validate Business model Set service goals, select KPIs Realized vs. planned KPIs, service value, sales User needs Keyword research, analytics of User segmenting, keywords, existing services, “traditional “traditional methods” methods” Features + content Design and prioritize based on Visitor ﬂow, top content, user needs, design the optimal content value customer journey UI + visual design Design the UI and visuals to In-‐page analytics, usability support overall experience testing, A/B-‐testing Marketing Design the marketing funnel Balance marketing eﬀorts (e.g. REAN model) based on results (conversion)
Thanks! Janne Toivola firstname.lastname@example.org twitter.com/jannetoivola Futurice