1.
DOTT Cornwall - Design In Our Time - 26th March 2010
Service Design Workshop
Andy Polaine
Lecturer/Research Fellow - Service Design
T direkt: +41 41 249 92 25
andrew.polaine [at] hslu.ch
Twitter: apolaine
Monday, 5 April 2010

2.
From Products to Services
Source: Google hosted Life magazine archive
Monday, 5 April 2010

3.
The Industrial Revolution & Mass Production
Ford assembly line at rest during a strike, September 1945
Source: Google hosted Life magazine archive
Monday, 5 April 2010

4.
Assembly lines - efficient product production
Assembly Line At Texas Instruments,1959.
Source: Google hosted Life magazine archive
Monday, 5 April 2010

5.
Still going on, but shifted to other countries.
Cankun Factory, Xiamen City, 2005
Source & © Edward Burtynsky
Monday, 5 April 2010

6.
Service design deals with the form, touchpoints, systems and
experiences of services – both tangible and intangible –from
the perspective of a service’s end clients and users.
Service Thinking places people, networks and sustainability at
the core of how we design and innovate services. The
application of Service Thinking can help transform our
organisations and economies.
What is Service Design?
Monday, 5 April 2010

7.
Little product differentiation
Sale of services as added value to products
Networks - the Web connects and informs
Rise of self-service
Sustainability
Why now?
Monday, 5 April 2010

8.
70-75% of most developed nations’ GDPs come
from the service sector.
80% of companies believe they offer a great
service and only 8% of their customers agree.
There is a lot of work to be done.
The West has a predominantly service economy
Monday, 5 April 2010

9.
Services are usually created and completed by people
Image source: Andy Polaine
Monday, 5 April 2010

10.
Services happen over time
Source: thetruthabout on Flickr
Monday, 5 April 2010

11.
With multiple touchpoints
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12.
With multiple touchpoints
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13.
Many service touchpoints “just happen”
Image source: Andy Polaine
Monday, 5 April 2010

14.
Many are not designed
Image source: Andy Polaine
Monday, 5 April 2010

15.
Some are workarounds
Image source: http://www.flickr.com/photos/atoach/
Monday, 5 April 2010

16.
Some are thought through
Image source: Andy Polaine
Monday, 5 April 2010

17.
Touchpoint details create the experience
Image Source: Andy Polaine
Monday, 5 April 2010

18.
And the personality
Image Source: Andy Polaine
Monday, 5 April 2010

19.
Many are culturally specific
Image Source: Andy Polaine
Monday, 5 April 2010

20.
Many are geographically (and culturally) specific
Image Source: http://www. ickr.com/photos/tonyarmstrong
Monday, 5 April 2010

21.
Some involve sustainable thinking
Image Source: Andy Polaine
Monday, 5 April 2010

22.
Some encourage sustainable behaviour
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23.
Some make use of data streams and networks
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24.
Some make use of the wisdom of the crowds
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25.
Service
Design
connects
the
touchpoints
together
But how to map that complex ecology?
Monday, 5 April 2010

26.
PHYSICAL Front Waiting Front Waiting Front Hallway Exam MRI & Exam
EVIDENCE Desk Room Desk Room Desk Room Chart Room
PATIENT Sign In Wait Check-in Wait Responds
Follow to Wait in Answer
Wait
ACTIONS Exam Rm Exam Rm Questions
ine of Interaction
ONSTAGE Call Escort to
Check
CONTACT Welcome Process Patient Exam Rm
Vitals &
Ask Quest
PERSON
ine of Visibility
BACKSTAGE Get See Other Grab Check Place in
See Other See Other
CONTACT Patient
Patients Patients Door Tag Patients
Patient Kassam
PERSON Chart Location Bin
Brings Chart in Grab Kassa
Door Tag To Be Chart Gets Qu
Back Seen Bin from Bin Revie
Chart Write Rm
Taken by # on
Staff Schedule
ne of Internal Interaction
Customer Journeys & Blueprints
SUPPORT Debbie’s Records/ Door Tag Bin Source: Kipum Lee http://kipworks.com
Schedule
Database System
PROCESSES Chart Cart
System
System System
Monday, 5 April 2010

27.
People’s lives and contexts matter
Image Source: Andy Polaine
Monday, 5 April 2010

28.
How they live and communicate
Image Source: Andy Polaine
Monday, 5 April 2010

29.
How they work
Image Source: Andy Polaine
Monday, 5 April 2010

30.
And where services go wrong
Image Source: Andy Polaine
Monday, 5 April 2010

31.
Non-intentional design
Image Source: Andy Polaine
Monday, 5 April 2010

32.
Build
Standardise
Communicate
Plan
Share
The role of traditional blueprints
Monday, 5 April 2010

33.
Build a house – standards of technical drawing
Image:http://alttext.com/
Monday, 5 April 2010

34.
Communication the details of a Mercedes
Image:http://www.majhost.com/gallery/
legomech/CarBlueprints/MBZ-Blueprints/
Monday, 5 April 2010

35.
Share the plans for a Batmobile
Image:http://www.chickslovethecar.com
Monday, 5 April 2010

36.
Communicate how to paint a 727
Image: telstar on Flickr
Monday, 5 April 2010

37.
Moving from simple actions and processes
Source: Shostack, G. L. (1984). Designing services that deliver.
Harvard business review, 62(1), 133-139.
Monday, 5 April 2010

38.
Service Blueprint of Presby Neuro Clinic
PHYSICAL Front Waiting Front Waiting Front Hallway Exam MRI & Exam MRI & Door Tag Waiting Check-out
EVIDENCE Desk Room Desk Room Desk Room Chart Room Chart Room Room
Check-out,
PATIENT Sign In Wait Check-in Wait Responds Follow to Wait in Answer
Wait
Ask Return
Wait Pay, &
ACTIONS Exam Rm Exam Rm Questions Questions Door Tag Leave
Line of Interaction
ONSTAGE Call Escort to
Check Meet Dr. Process &
CONTACT Welcome Process Patient Exam Rm
Vitals & Kassam Check-out
Ask Quest
PERSON
Line of Visibility
BACKSTAGE Get See Other Grab Check Place in Take See Other
See Other See Other
CONTACT Patient
Patients Patients Door Tag Patients
Patient Kassam Away Patients
PERSON Chart Location Bin Chart
Brings Chart in Grab Kassam
Door Tag To Be Chart Gets Quick
Back Seen Bin from Bin Review
Chart Write Rm Check
Taken by # on Patient Dictation
Staff Schedule Location
Line of Internal Interaction
SUPPORT Records/ Bin Chart Records/
Debbie’s Door Tag Schedule Storage Database
Database System
PROCESSES Chart Cart
System
System System System System
Understanding the Big Picture
Blueprints in Service Design
We mapped the entire clinic experience for patients What we found
and all of the supporting roles staff and Dr. Kassam play The backstage processes are quite chaotic.
throughout.
The system depends solely on Dr. Kassam. Source: Kipum Lee http://kipworks.com
Mapping the service blueprint allowed us to see the No one actively engages with patients while they wait.
breakdowns in the clinic experience.
Monday, 5 April 2010

39.
Motivations, Emotions & Shared Experiences
Image Source: Andy Polaine
Monday, 5 April 2010

40.
is he even listening to
me? he seems to be what is a ticket number?
he’s assuming i know all the typing a lot. and not
BM language even though I’ve paying attention.
repeatedly told him I was new
he’s talking really fast
he solved the
problem!
roceed to follow steps outlined in documentation. Confirm that the Ask customer to write down the ticket number.
customer’s problem Email this ticket number to the customer.
is solved.
Thank customer for calling IBM HELP.
Ask if the customer
has any other
problems.
WALK CUSTOMER THROUGH PROBLEM SOLUTION CONCLUDE GIVE TICKET NUMBER
Bringing emotions into blueprints
Source: Spraragen, S. L. and C. Chan (2008). Service Blueprinting: When Customer
P P P P Satisfaction Numbers are not enough. International DMI Education Conference.
P P
Monday, 5 April 2010

41.
Expectations versus...
Image Source: Andy Polaine
Monday, 5 April 2010

42.
...reality
Image Source: Andy Polaine
Monday, 5 April 2010

43.
Time perception is about situations and emotions
Source: thetruthabout on Flickr
Monday, 5 April 2010

44.
If you go here
Source: thomas-merton on Flickr
Monday, 5 April 2010

45.
You expect this
Source: kevinomara on Flickr
Monday, 5 April 2010

46.
You expect to eat fast – waiting is a service failure
Source: amanky on Flickr
Monday, 5 April 2010

47.
If you expect this
Source: http://www.gigipadovani.it
Monday, 5 April 2010

48.
Then too fast is a service failure
Source: stlbites on Flickr
Monday, 5 April 2010

49.
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Destination guides, including climate, maps, recommended places to visit, and lots of local
travel tips
Our email newsletter for our latest weekly deals on flights, holidays, cars and hotels
Monday, 5 April 2010

50.
Slow mail
Image Source: Andy Polaine
Monday, 5 April 2010

51.
Time information allows for options & decisions
Image Source: Andy Polaine
Monday, 5 April 2010

52.
Time information helps change perception
Source: jmpznz on Flickr
Monday, 5 April 2010

53.
As does the situation
Source: lfcastro on Flickr
Monday, 5 April 2010

54.
Rushing for a train – do I really want an hourglass?
Image Source: Andy Polaine
Monday, 5 April 2010

55.
Or too many instructions?
Source: suburbanslice on Flickr
Monday, 5 April 2010

56.
Media-
Media-
Media-
Media-
Cook
Manager
Fail Line
Waitress
Emotions
Customer
Touchpoint
Touchpoint
Touchpoint
Touchpoint
Time Indicator
Monday, 5 April 2010
+
+
–
–
Role 4 Role 3 Role 2 Role 1
00:00
Table Reservation Online
Confirmation by SMS
15:00
00:00
Waitress greets guest and Enter restaurant, short wait
leads them to table at reception
02:30
Order Aperetiv
Given menu
03:30
07:00
Waitress takes the food Aperetiv comes with extras
order Guest is surprised/deligted
08:00
Food order sent through to
kitchen
09:00
Meal Prepared
15:00
Communication
failure in kitchen
35:00
Food is served
35:30
Wrong side dish.
Guest complains
37:00
Message and dish sent back
Chef agitated and other to kitchen
38:30
meals pushed late in order
to re-do side-dish.
41:00
Correct side-dish prepared
50:00
Correct dish served
50:30
01:15:00
Kellner streicht einen Teil Guest is satisfied again
der Rechnung
01:17:00
Blueprint + project – a work in progress

57.
00:00
Table Reservation Online
Monday, 5 April 2010
Confirmation by SMS
15:00
00:00
Waitress greets guest and Enter restaurant, short wait
leads them to table at reception
02:30
Order Aperetiv
Given menu
03:30
07:00
Waitress takes the food Aperetiv comes with extras
order Guest is surprised/deligted
08:00
Food order sent through to
kitchen
09:00
15:00
35:00
Food is served
35:30
Wrong side dish.
Tracking the journey, touchpoints and interactions
Guest complains

58.
Media-
Media-
Cook
Costs
Manager
Fail Line
Emotions
Variable 1
Monday, 5 April 2010
Touchpoint
Touchpoint
+
+
+
+
–
–
–
–
Role 4 Role 3
Meal Prepared
Communication
failure in kitchen
Chef agitated and other
meals pushed late in ord
to re-do side-dish.
Correct side-dish prepar
Emotions versus Expectations

59.
Blu
PROJECT DATE/TIME LOCATION RESEARCHER PAGES
TIMELINE
ROLE
TOUCHPOINTS
Media Touchpoints: Notes/Sketches
Phone
SMS SMS
E-Mail
Mail
Memo
Face to Face
Server/Database
Customer journeys & Blueprints
Problem
Monday, 5 April 2010

60.
KORALLE 23.02.2010/2 PM SHOP R0MAN AEBERSOLD 1/1
PROJECT DATE/TIME LOCATION RESEARCHER PAGES
Emotions: TIMELINE 0’00 5 ’ 00 15 ’00
Neutral
Good/Enjoyable
Bad/Problem CUSTOMER
ROLE
Media Touchpoints:
Phone
SMS SMS
TOUCHPOINT
E-Mail
Mail
Memo
WAITER
Face to Face ROLE
Server/Database
Problem
TOUCHPOINT
NOTES
CHIEF
ROLE
TOUCHPOINT
CUSTOMERS LOGO
Blueprints maps out the journeys & ecosystem
ANALYZE 1
ANALYZE 2
Monday, 5 April 2010

61.
Services are experiences
http://www.flickr.com/photos/schaazzz/
Monday, 5 April 2010

62.
“Try to design the experience before
you spend time on designing the
processes and technology needed to
eventually run the service.”
- Live|Work
Prototyping means prototyping experiences
http://www.flickr.com/photos/schaazzz/
Monday, 5 April 2010

63.
Prototyping is the suspension of disbelief
http://www.flickr.com/photos/shainemata/
Monday, 5 April 2010

64.
Rough sketches
Monday, 5 April 2010

65.
Low tech solutions
Image Source: Andy Polaine
Monday, 5 April 2010

66.
Experience prototyping with tangibles
http://www.flickr.com/photos/tobiastoft/
Monday, 5 April 2010

67.
Keep prototypes rough enough for good feedback
http://www.flickr.com/photos/yandle/
Monday, 5 April 2010

68.
Thank You
Andy Polaine
Lecturer/Research Fellow - Service Design
T direkt +41 41 249 92 25
andrew.polaine [at] hslu.ch
Twitter: apolaine
Monday, 5 April 2010