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Challis	
  Hodge	
  |	
  challis@collide.agency	
  
	
  
October	
  14,	
  2015	
  
Service	
  Design...
Challis	
  Hodge	
  
Founder	
  &	
  CEO	
  
COLLIDE	
  	
  |	
  Purpose-­‐Driven	
  Experiences.	
  
	
  
Two	
  decades	...
Why	
  all	
  the	
  buzz	
  about	
  	
  
Service	
  Design?	
  
COLLIDE	
  |	
  Purpose-­‐Driven	
  Experiences. 	
   	
...
By	
  AMANDA	
  COX,	
  CHARLES	
  DUHIGG,	
  XAQUÍN	
  G.V.,	
  MIKA	
  GRÖNDAHL,	
  HAEYOUN	
  PARK,	
  GRAHAM	
  ROBERT...
Services	
  make	
  
up	
  63.5%	
  of	
  the	
  
World’s	
  GDP.	
  
77.7%	
  
Central  Intelligence  Agency  The  World ...
cjonline.com/sites/default/files/imagecache/superphoto/12555296.jpg	
  
A	
  Quick	
  Story.	
  
Brand	
  =	
  User	
  Experience.	
  
The	
  sum	
  total	
  of	
  all	
  percepUons	
  resulUng	
  
from	
  every	
  poin...
Gap!	
  
Time	
  
Understanding	
  
Technology	
  
People	
  
Marc	
  Reeg,	
  HannaHodge,	
  	
  1998	
  
COLLIDE	
  |	
 ...
User	
  
Experience	
  
Customer	
  
Experience	
  
Design	
  Thinking	
  
Service	
  Design	
  
Thinking	
  
Service	
  
...
Design	
  hasn’t	
  changed.	
  
Everything	
  else	
  has.	
  
Business	
  is	
  now	
  ready.	
  
COLLIDE	
  |	
  Purpos...
 	
  
	
  
	
  
	
  
How	
  did	
  we	
  get	
  here?	
  
COLLIDE	
  |	
  Purpose-­‐Driven	
  Experiences. 	
   	
   	
   ...
 It’s	
  not	
  just	
  the	
  Experience.	
  
COLLIDE	
  |	
  Purpose-­‐Driven	
  Experiences. 	
   	
   	
   	
   	
   	...
 It’s	
  more	
  than	
  the	
  Touch	
  points.	
  
COLLIDE	
  |	
  Purpose-­‐Driven	
  Experiences. 	
   	
   	
   	
   ...
 It’s	
  the	
  Customer	
  Journey	
  that	
  ma[ers.	
  
COLLIDE	
  |	
  Purpose-­‐Driven	
  Experiences. 	
   	
   	
  ...
…can	
  only	
  be	
  delivered	
  by	
  highly	
  funcUoning,	
  aligned	
  organizaUon.	
  
A	
  great	
  Customer	
  Jo...
Design	
  the	
  Journey	
  
Design	
  the	
  Delivery	
  
COLLIDE	
  |	
  Purpose-­‐Driven	
  Experiences. 	
   	
   	
  ...
COLLIDE	
  |	
  Purpose-­‐Driven	
  Experiences. 	
   	
   	
   	
   	
   	
   	
   	
   	
   	
   	
   	
  	
  	
  	
  	
...
Services	
  Design	
  is	
  the	
  acUvity	
  of	
  planning	
  
and	
  organizing	
  people,	
  infrastructure,	
  
commu...
§  Understanding	
  customers.	
  
§  TargeUng	
  a	
  diverse	
  customer	
  set.	
  
§  FragmentaUon-­‐where	
  is	
 ...
Research	
  
Facilitate	
  
Strategize	
  
Innovate	
  
Collaborate	
  
Architect	
  
Design	
  
Prototype	
  
Test	
  
Pl...
§  Apply	
  design	
  &	
  crea_vity	
  in	
  structured	
  ways.	
  
§  Unyielding	
  focus	
  on	
  the	
  customer.	
...
Service	
  Design.	
  
Management	
  
Product	
  
Marke_ng	
  
Sales	
  
Retail	
  
Customer	
  Service	
  
Customer	
  
C...
The	
  Squiggle	
  Damien	
  Newman	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Process.	
  	
  	
  	
  	
  	
  
00

Align	
  
	
  
04

Realize	
  
	
  
01

Understand	
  
	
  
02

Synthesize	
  
	
  
03

Design	
  
	
  
	
  Service	
 ...
1.  Understand	
  business,	
  customer	
  &	
  service	
  ecosystem	
  
2.  Design	
  preliminary	
  Personas	
  
3.  Con...
COLLIDE	
  |	
  Purpose-­‐Driven	
  Experiences. 	
   	
   	
   	
   	
   	
   	
   	
   	
   	
   	
   	
  	
  	
  	
  	
...
Who:	
  Personas	
  
COLLIDE	
  |	
  Purpose-­‐Driven	
  Experiences. 	
   	
   	
   	
   	
   	
   	
   	
   	
   	
   	
...
Photo	
  
Name	
  
Title	
  
Company/Industry	
  
Role/Responsibility	
  
	
  
Gender	
  
Age	
  
Educa_on	
  
Salary/Hous...
developertodesigner.wordpress.com/2014/07/17/monthly-­‐gold-­‐persona-­‐inspira_on	
   www.chezluc.com	
  
graphicbanner204.blogspot.com/2013/11/business-­‐card-­‐design-­‐by-­‐wwwkellimarieme.html	
  www.flickr.com/photos/hmakwan...
developertodesigner.wordpress.com/deliverables/	
   www.pamorama.net/2012/06/23/the-­‐6-­‐types-­‐of-­‐social-­‐media-­‐us...
What:	
  Customer	
  Journey	
  
COLLIDE	
  |	
  Purpose-­‐Driven	
  Experiences. 	
   	
   	
   	
   	
   	
   	
   	
   ...
Stages	
  
Doing	
  
Goals	
  
Opportuni_es	
  
Thinking	
  
Feeling	
  
Experience	
  
Customer	
  Journey	
  Map	
  
COL...
hp://www.uxmaers.com/mt/archives/2011/09/images/Effec_veUIJourneyMapExample.jpg	
  
hp://advenio.es/disena-­‐la-­‐experiencia-­‐del-­‐cliente-­‐customer-­‐journey-­‐map/	
  
hp://uxmastery.com/wp-­‐content/uploads/2014/09/hr_journey-­‐high-­‐res.jpg	
  
hp://www.miscmagazine.com/issue/the-­‐inspira_on-­‐issue/	
  
hp://blogs.aaslh.org/wp-­‐content/uploads/sites/23/2014/03/customer-­‐journey-­‐map-­‐exploratorium.png	
  
How:	
  Service	
  Blueprint	
  
COLLIDE	
  |	
  Purpose-­‐Driven	
  Experiences. 	
   	
   	
   	
   	
   	
   	
   	
   ...
Customer	
  
Ac_ons	
  
Support	
  
Processes	
  
Back	
  Stage	
  
Interac_ons	
  
Front	
  Stage	
  
Interac_ons	
  
Phy...
hps://mul_onlineidm.files.wordpress.com/2013/08/blueprint-­‐3-­‐build-­‐2.jpg	
  
hp://pouliadou.com/wp-­‐content/uploads/2011/09/Service-­‐Blueprint.jpg	
  
hp://marionferrec.com/Medipass-­‐interna_onal-­‐assistance	
  
hps://real_meboard.com/app/board/29616795/	
  
hp://media-­‐cache-­‐ak0.pinimg.com/originals/9c/13/60/9c13606997b989bd7f2dab81387a4f11.jpg	
  
When:	
  Service	
  Roadmap	
  
COLLIDE	
  |	
  Purpose-­‐Driven	
  Experiences. 	
   	
   	
   	
   	
   	
   	
   	
   	...
COLLIDE	
  |	
  Purpose-­‐Driven	
  Experiences. 	
   	
   	
   	
   	
   	
   	
   	
   	
   	
   	
   	
  	
  	
  	
  	
...
Challis	
  Hodge	
  	
  
Founder	
  &	
  CEO	
  
	
  
challis@collide.agency	
  
www.collide.agency	
  
	
  
Thank	
  you....
Service Design: A Marketer's Secret Weapon
Service Design: A Marketer's Secret Weapon
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Service Design: A Marketer's Secret Weapon

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How the emerging field of Service Design can help overcome internal and external challenges to delivering successful customer experiences.

Published in: Design
  • Awesome contribution @challis; I've included in the Chief Customer Office reference. Well done, Chris
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Service Design: A Marketer's Secret Weapon

  1. 1.           Challis  Hodge  |  challis@collide.agency     October  14,  2015   Service  Design:   A  Marketer’s  Secret  Weapon.  
  2. 2. Challis  Hodge   Founder  &  CEO   COLLIDE    |  Purpose-­‐Driven  Experiences.     Two  decades  designing  human-­‐centered  products,  services  and   experiences  that  improve  lives  and  grow  businesses.   COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  3. 3. Why  all  the  buzz  about     Service  Design?   COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  4. 4. By  AMANDA  COX,  CHARLES  DUHIGG,  XAQUÍN  G.V.,  MIKA  GRÖNDAHL,  HAEYOUN  PARK,  GRAHAM  ROBERTS,  KARL  RUSSELL   hp://www.ny_mes.com/interac_ve/2012/01/20/business/the-­‐iphone-­‐economy.html    From  Manufacturing  to  Services.  
  5. 5. Services  make   up  63.5%  of  the   World’s  GDP.   77.7%   Central  Intelligence  Agency  The  World  Factbook  2014   COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  6. 6. cjonline.com/sites/default/files/imagecache/superphoto/12555296.jpg   A  Quick  Story.  
  7. 7. Brand  =  User  Experience.   The  sum  total  of  all  percepUons  resulUng   from  every  point  of  contact  a  customer,   employee  or  partner  has,  directly  or   indirectly,  with  a  company  over  Ume.     Challis  Hodge,  HannaHodge,    1996   COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  8. 8. Gap!   Time   Understanding   Technology   People   Marc  Reeg,  HannaHodge,    1998   COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  9. 9. User   Experience   Customer   Experience   Design  Thinking   Service  Design   Thinking   Service   Design   Canvases   Jobs  to  do   InnovaUon   Insights   Empathic   Insights   Omnichannel   Big  D   Design  
  10. 10. Design  hasn’t  changed.   Everything  else  has.   Business  is  now  ready.   COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  11. 11.           How  did  we  get  here?   COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  12. 12.  It’s  not  just  the  Experience.   COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  13. 13.  It’s  more  than  the  Touch  points.   COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  14. 14.  It’s  the  Customer  Journey  that  ma[ers.   COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  15. 15. …can  only  be  delivered  by  highly  funcUoning,  aligned  organizaUon.   A  great  Customer  Journey…   COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  16. 16. Design  the  Journey   Design  the  Delivery   COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  17. 17. COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015    Service  Design.  
  18. 18. Services  Design  is  the  acUvity  of  planning   and  organizing  people,  infrastructure,   communicaUon  and  material  components   of  a  service  in  order  to  improve  its  quality   and  the  interacUon  between  service   provider  and  customers.  
  19. 19. §  Understanding  customers.   §  TargeUng  a  diverse  customer  set.   §  FragmentaUon-­‐where  is  my  customer  consuming  media.   §  Clu[er,  noise  and  complexity.   §  Relevance  in  each  channel  and  at  each  touch  point.   §  Understanding  consumer  wants  and  needs  across  segments   §  Internal  communicaUon  &  alignment  of  markeUng  acUviUes.   §  MulUple  owners  of  the  customer  experience.   §  Other  departments  don’t  understand  what  we’re  doing.   §  MulUple  perspecUves  on  our  customer.   §  CompeUng  goals,  goals  not  aligned  to  customer  experience.   §  Planning  &  coordinaUon  across  departments.   MarkeUng    Challenges.     COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  20. 20. Research   Facilitate   Strategize   Innovate   Collaborate   Architect   Design   Prototype   Test   Plan   Manage  Change       WHAT     SERVICE   DESIGNERS     DO.    
  21. 21. §  Apply  design  &  crea_vity  in  structured  ways.   §  Unyielding  focus  on  the  customer.   §  Independent,  objec_ve,  &  neutral  with  unique  perspec_ve.   §  Act  as  mediators  between  customer  touch  points,  data  &  technology.   §  Iden_fy  shared  purpose  between  business  &  customers.   §  Analyze  every  touch  point,  communica_on  &  interac_on  across  products  &  services.   §  Define  experiences  that  deliver  customer  value.   §  Facilitate  collabora_on  across  internal  teams  &  organiza_ons.   §  Consult  on  planning,  implementa_on  &  change  management.   Service  Design  Skills.     COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  22. 22. Service  Design.   Management   Product   Marke_ng   Sales   Retail   Customer  Service   Customer   Customer  Service   Retail   Sales   Marke_ng   Product   Management   Align  an  organiza+on  to  deliver  a  holis+c  Customer  Experience.   COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  23. 23. The  Squiggle  Damien  Newman                      Process.            
  24. 24. 00 Align     04 Realize     01 Understand     02 Synthesize     03 Design      Service  Design  Process.   User-­‐Centered   The  op_mal  customer     experience  must  be  the  goal.   Service  should  be  viewed   through  the  customers’  eyes.     Co-­‐CreaUve   The  en_re  organiza_on  must   be  aligned.  All  stakeholders   should  be  included  in  the   process.     HolisUc   The  en_re  environment  must   be  considered.    Results  should   include  customer  journey  and   organiza_onal  delivery.   COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  25. 25. 1.  Understand  business,  customer  &  service  ecosystem   2.  Design  preliminary  Personas   3.  Conduct  internal  Customer  Journey  workshop   4.  Research  to  validate  Personas  &  Customer  Journey   5.  Design  opUmal  Customer  Journey   6.  Conduct  internal  Service  Blueprint  workshop   7.  Design  opUmal  Service  Blueprint   8.  Plan  Service  Roadmap   9.  Define  Change  Management  process   10.  Measure  results  &  refine   Example  Service  Design  Engagement   COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  26. 26. COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015   Design  the  Journey   (Who  &  What)   Design  the  Delivery   (How  &  When)   Understand  Business   Understand  Customer   Manage  Change   Measure  &  Refine  
  27. 27. Who:  Personas   COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  28. 28. Photo   Name   Title   Company/Industry   Role/Responsibility     Gender   Age   Educa_on   Salary/Household  Income   Loca_on   Family     Key  Quote   Narra_ve  Descrip_on     Goals  (Accomplish)   Challenges  (Overcome)     Likes    &  Dislikes   Values  &  Fears   Cultural   Technology     Behaviors     Scenarios    Persona  Name   COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  29. 29. developertodesigner.wordpress.com/2014/07/17/monthly-­‐gold-­‐persona-­‐inspira_on   www.chezluc.com  
  30. 30. graphicbanner204.blogspot.com/2013/11/business-­‐card-­‐design-­‐by-­‐wwwkellimarieme.html  www.flickr.com/photos/hmakwana/4842329339  
  31. 31. developertodesigner.wordpress.com/deliverables/   www.pamorama.net/2012/06/23/the-­‐6-­‐types-­‐of-­‐social-­‐media-­‐users  
  32. 32. What:  Customer  Journey   COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  33. 33. Stages   Doing   Goals   Opportuni_es   Thinking   Feeling   Experience   Customer  Journey  Map   COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  34. 34. hp://www.uxmaers.com/mt/archives/2011/09/images/Effec_veUIJourneyMapExample.jpg  
  35. 35. hp://advenio.es/disena-­‐la-­‐experiencia-­‐del-­‐cliente-­‐customer-­‐journey-­‐map/  
  36. 36. hp://uxmastery.com/wp-­‐content/uploads/2014/09/hr_journey-­‐high-­‐res.jpg  
  37. 37. hp://www.miscmagazine.com/issue/the-­‐inspira_on-­‐issue/  
  38. 38. hp://blogs.aaslh.org/wp-­‐content/uploads/sites/23/2014/03/customer-­‐journey-­‐map-­‐exploratorium.png  
  39. 39. How:  Service  Blueprint   COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  40. 40. Customer   Ac_ons   Support   Processes   Back  Stage   Interac_ons   Front  Stage   Interac_ons   Physical   Evidence   Line  of  Interac_on   Line  of  Internal   Interac_on   Line  of  Visibility   Service  Blueprint   COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  41. 41. hps://mul_onlineidm.files.wordpress.com/2013/08/blueprint-­‐3-­‐build-­‐2.jpg  
  42. 42. hp://pouliadou.com/wp-­‐content/uploads/2011/09/Service-­‐Blueprint.jpg  
  43. 43. hp://marionferrec.com/Medipass-­‐interna_onal-­‐assistance  
  44. 44. hps://real_meboard.com/app/board/29616795/  
  45. 45. hp://media-­‐cache-­‐ak0.pinimg.com/originals/9c/13/60/9c13606997b989bd7f2dab81387a4f11.jpg  
  46. 46. When:  Service  Roadmap   COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015  
  47. 47. COLLIDE  |  Purpose-­‐Driven  Experiences.                                                              Copyright  ©  2015   Design  the  Journey   (Who  &  What)   Design  the  Delivery   (How  &  When)   Understand  Business   Understand  Customer   Manage  Change   Measure  &  Refine  
  48. 48. Challis  Hodge     Founder  &  CEO     challis@collide.agency   www.collide.agency     Thank  you.  

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