DOTT Cornwall - Introduction to Service Design and Methods

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 Monday, 5 April 2010

12. With multiple touchpoints Monday, 5 April 2010

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 Monday, 5 April 2010

23. Some make use of data streams and networks Monday, 5 April 2010

24. Some make use of the wisdom of the crowds Monday, 5 April 2010

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. Dear Andrew Polaine, Welcome to Opodo your online travel service. We offer you access to over 500 airlines, more than 65,000 hotels, 7,000 car rental locations, plus holidays and travel insurance, all on an easy to use, customer-friendly site. Visit www.opodo.co.uk regularly to keep up to date on our latest offers. Your user name is apolaine In keeping with our Privacy and Security policies, we will not email you your password. If at any stage you forget your password, use this link . MAKING THE MOST OF OPODO Now that you've registered, you can use My Opodo to: Speed up the booking process Organise your personal travel, save all your flight, hotel and car bookings Receive Fare Alert emails - just select your favourite destinations and we'll let you know when the price changes There's also the rest of the site for: Opodo Offers: regularly updated low air fares picked for our customers from some of the world's best airlines Fast mail Our simple search process for flights, hotels, car rental and package holidays, which ensures you get what you want, when you want it 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