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Go Beyond Digital: Elevate Your UX with Service Design Thinking


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Today, users expect great, consistent experiences with brands – regardless of the context or technology they are using. The entire customer experience, including both offline and digital touchpoints, is what builds customer loyalty.

As UX designers, we often focus too narrowly on the digital experience of the end product. But it’s not all about digital! Widening the lens beyond digital UX to include the entire ecosystem of actions is a much more impactful and meaningful way to design for the user.

Service Design provides a unique, holistic way of considering all touchpoints in the customer journey. And it’s not all that different from the design thinking that UX designers apply to digital products today! Service design uses many of the same principles, design thinking, methods, and tools – just at a much more intersectional and macro-level way.

This session will provide an overview of service design, why it’s important for UX designers, and how to start thinking about it. Using a case study of a non-profit looking to increase customer satisfaction, we’ll explore the challenges, lessons learned, and opportunities that service design provided.

Published in: Design
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Go Beyond Digital: Elevate Your UX with Service Design Thinking

  1. 1. Go Beyond Digital CHI PHAM | MAY 2017 Elevate your UX with service design thinking
  2. 2. Chi Pham User Experience Designer BIOGRAPHY UX Designer by day. Trail hiking and pie eating enthusiast by… all other times. Current gig: 
 User Experience Designer 
 at Effective, an experience agency that embraces 
 digital complexity through 
 a measurable, human-
 centered design approach. Based in Denver, CO!
  3. 3. It’s nice to meet you!
  4. 4. Agenda 1 Service 
 design 101 2 Current landscape 3 Case study
 4 How-to and resources 5 Conclusion 
 and Q+A
  5. 5. Service Design 101
  6. 6. Service design (noun) Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between the service provider and its customers.
  7. 7. User 
 experience Customer 
 experience Service design UX v. CX v. SD Product interactions Experience perception System approach Users interact with product and the experience they receive from that interaction. CX is the design, implementation, and management of interactions across the entire customer journey. Service Design also focuses on the design of entire customer journey, but it also designs the behind-the-scenes activities that enable those experiences to be delivered as planned.
  8. 8. Principles of service design 1 USER-CENTERED Put the user at the center of the design….
 (always). 4 EVIDENCING Find ways for inherently intangible services to be visualized in ‘physical elements’ that users can remember and hold on to. 2 CO-CREATIVE Lean on and utilize perspectives of stakeholders from all facets of the business, as well as the users. 5 HOLISTIC Design for the environment the users operate in and consider all touchpoints. Nothing exists in a vacuum. 3 SEQUENCING Understand how the entire service works as a dynamic process over a period of time, and who the interactions take place with.
  9. 9. Sound familiar?
  10. 10. How it parallels UX USER CENTERED DESIGN Every research activity, design, and line of code should be built around & for the user. USER FLOWS AND JOURNEYS UX makes sure that the entire user flow is accounted for, step by step, over time. CO-CREATIVE In order to design truly great product, collaboration is key. COMMUNICATING DESIGN SOLUTIONS Visualizing and documenting complex design solutions for implementation.
  11. 11. How it expands beyond UX OMNI-CHANNEL TOUCHPOINTS Services encompass products. They can include a product in its cycle, but the product is not the centerpiece. CONSISTENT EXPERIENCE Service design ensures that users have a consistent experience across all touchpoints with the brand or company. EVIDENCING Beyond the digital touchpoints, services should be evidenced physically for the user. BACK STAGE DESIGNS Service design also considers and designs the back stage processes that occur in order to provide the best user experience.
  12. 12. Current landscape
  13. 13. “When you have two coffee shops right next to each other, and each sells the exact same coffee at the exact same price, service design is what makes you walk into one and not the other. —31 Volts Service Design, 2008
  14. 14. What drives success? IN THE PAST High-quality products drive profit and engagement. IN THE PRESENT High-quality touchpoints 
 drive better experiences. Significant emphasis on: • Product development • Product value • Customer service Significant emphasis on: • Multiple touchpoints • Social media campaigns • Internal business processes
  15. 15. Who’s doing service design well?
  16. 16. Southwest Airlines WEB + DIGITAL PRESENCE Easy to use and intuitive, both the desktop and mobile sites for Southwest create great user experiences.
  18. 18. Shifting the center of the universe Your website isn’t the center of your universe. Your Facebook page isn’t the center of your universe. Your mobile app isn’t the center of your universe. The customer is the center of your universe. 
 — Bruce Ernst, 
 Business 2 Community “
  19. 19. Case study
  20. 20. Clean energy
  21. 21. Location HQ: WASHINGTON DC 1156 15th St NW STE 840, Washington, DC 20005 AREA OF OPERATION: MID-ATLANTIC REGION DC, VA, MD, PA
 with some work in NY, DE
  22. 22. 2015 THE GOAL Allow the program to scale with limited staff capacity 
 by transforming the company’s digital experience 
 and moving resources and processes online. The move to 
  23. 23. Here’s what I did DEFINE BUSINESS GOALS Interviewed Energy Program manager 
 to clearly define business goals and 
 key metrics for success JANUARY 2015 BEGIN USER RESEARCH Interviews + surveys of past participants and folks in the community
  24. 24. REDESIGN WEBSITE Worked with IT and Tech Coordinator to design and build new website based on research insights. Heavy emphasis: FAQ page REDESIGN MARKETING PIPELINE Worked with Marketing manager to redesign marketing workflow pipeline 
 and to rewrite email content. TEST WEBSITE Ran A/B tests with users to determine most successful version, using Google Analytics, heat maps, and several other tools
  25. 25. APRIL 2015 LAUNCH BOTH DIGITAL PRODUCTS!!! Ready to go! TEST MARKETING PIPELINE Ran A/B tests with users to determine most successful version, using Google Analytics, heat maps, and several other tools
  26. 26. The result?
  27. 27. WE IGNORED OUR DEMOGRAPHIC “I just don’t like doing this stuff online. 
 I just wanted to give someone a call so you can walk me through it. That way 
 I know I’m making the right decisions.
  28. 28. “You’ve got to start with the customer experience and work back toward the technology, not the other way around. —Steve Jobs
  29. 29. Digital band-aids don’t solve the root problem. CONSIDERATION
  30. 30. What we learned DEMOGRAPHIC IS KING There’s a huge difference between designing who you think you are helping and who you are ACTUALLY helping. UTILITY BILLS ARE COMPLEX Energy is messy and complex. It’s hard to understand and most folks don’t want to dedicate brain space to understanding fully. PHONE CALLS ARE PREFERRED When it came to switching their energy bill, users preferred to talk through issues on the phone call, not over email. CLEAN ENERGY IS INTANGIBLE The value proposition of our program was intangible, so it was difficult to translate into something meaningful to users.
  31. 31. Redesign 2.0
  32. 32. What I did (pt. 2) MAY 2015 REDESIGN CUSTOMER SUPPORT In order to best serve our customers, 
 we needed to reevaluate our internal 
 systems, pipeline, and staff training. REDESIGN WEBSITE We went through an additional iteration 
 of the website, but this time making our 
 contact info much more findable.
  33. 33. REDESIGN MARKETING PIPELINE We also redesigned the flow of the marketing pipeline, this time building in space for Groundswell to call users who were stuck in the process. COMMUNITY LEADERS TRAINING We realized that our community leaders were a huge tool in communicating our program to people. We held more training sessions for leaders. LAUNCH SUMMER CAMPAIGN Whew, ready to go pt. 2!!
  34. 34. “A customer is the most important visitor on our premises, they are not dependent on us. We are dependent on them. They are not an interruption 
 in our work. They are the purpose of it. They are not an outsider in our business. They are a part 
 of it. We are not doing a favor by serving them. 
 They are doing us a favor by giving us an opportunity to do so. —Anonymous
  35. 35. How to get started today
  36. 36. So what? I’m a UX Designer.
  37. 37. “Every contact we have with a customer influences whether or not they’ll come back. We have to be great every time or we’ll lose them. —Kevin Stirtz More Loyal Customers
  38. 38. Why care? Service design matters, and here’s why. 1 HOLISTIC AND IMPACTFUL SOLUTIONS By seeing things at a systems level, you can design meaningful solutions that truly address user pain points and goals. 2 USERS WANT EXPERIENCES, NOT PRODUCTS What brings users back over and over again don’t have to only do with the product, but the entire experience of being a customer of the organization.
  39. 39. 4-stage process 1 2 3 4 Exploration Creation Reflection 
 + testing Implementation
  40. 40. Understand the culture and goals of the business, understand the pain points and POV of users, and understand the big picture. Exploration STAGE 1 Stakeholder maps Visual or physical representation of the various groups involved in a service Contextual inquiry Interviewing and observing a user within the natural context in which they interact with your product or organization Personas + journey maps Telling the story of a particular customer’s experience from initial contact through 
 a long-term relationship
  41. 41. STAGE 2 Storyboards Visual or physical representation of the various groups involved in a service Explore as many mistakes as possible. 
 Co-create with stakeholders, collaborate 
 within interdisciplinary teams. Creation Service blueprints Visual representation of the customer journey as well as all of the interactions that make that journey possible. Group sketching Involving a diverse group of thinkers and perspectives to sketch together and ideate off of potential solutions.
  42. 42. STAGE 3 Usability testing Observing and asking users about the use of existing or future products or services in a situation of normal everyday life. Experience prototypes Simulation of the service experience that foresees some of its performances through the use of the specific physical 
 touchpoints involved. Get your ideas in front of as many people 
 as you can and simulate the experience 
 you hope to bring to life! Reflection + testing
  43. 43. STAGE 4 Business model canvas Describes, analyzes, and designs business models that will be necessary to implement the new service designs. Clearly communicate your concept and 
 engage with employees of all aspects of the business to transform the designed solution into a working service. Constantly reevaluate! Implementation Customer lifecycle maps Holistic visualization of a customer’s overall relationship w/service provider from initial contact to stopping the service.
  44. 44. What if I can’t do service design in my job? How can I actually apply these ideas to my current role?
  45. 45. 1 START ASKING YOURSELF: WHAT ELSE? Open your mind to things beyond the scope. 2 TRY TALKING TO MORE DEPARTMENTS See what folks have to say, even if they’re not 
 in the digital world. 3 THINK BIG IN THE BEGINNING If you could address the true root of the 
 user’s problems, how would you do it? STEP 1 Widen 
 your scope Service design starts with YOU and YOUR mental model
  46. 46. 1 SIGN UP FOR SERVICE DESIGN NETWORK 2 READ ONE SERVICE DESIGN ARTICLE A WEEK Stay in the know with the latest and greatest. 3 CONNECT WITH OTHERS IN THE COMMUNITY Pick their brains! Learn more about service design The more you know about 
 service design, the better you 
 can fit it into your current role STEP 2
  47. 47. Practice using service design activities + deliverables Expand on your UX skills and build service design into your practice STEP 3
  48. 48. “Design is not just what it looks like and feels like. Design is how it works. —Steve Jobs
  49. 49. Thank you.
  50. 50. Questions?
  51. 51. Chi Pham User Experience Designer CONTACT INFO: LinkedIn
 /anhchipham Twitter
 @achipham Medium
  52. 52. Resources Part I: What’s Service Design? And Why Does it Matter? Part II: A Service Design Case Study! Part III: How to Apply Service Design In Your Own UX Design Workflow! Service Design Tools Service Design Network Service Design Toolkit Practical Service Design Adaptive Path’s Guide to Service Blueprinting This is Service Design Thinking: Basics, Tools, Cases (HIGHLY recommend this one) Service Design: From Insight to Implementation (I haven’t personally read it, but have heard great recs!)