brightspot service design workshop

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Introductory Service Design workshop held at General Assembly, focused on customer experience. Workshop addresses service design mindset and well as a core toolkit: visioning, personas, customer journey mapping, service blueprinting, and prototyping.

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brightspot service design workshop

  1. 1. Designing Customer Experience (an intro to service design) General Assembly Thursday Feb 2, 2012 Elliot Felix, brightspot strategy©brightspot strategy 2011. All Rights Reserved (except as otherwise noted).
  2. 2. workshop introduction ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 2
  3. 3. about brightspotBrightspot creates strategies forwork and learning experiences thatenable people and organizations tothrive – strategies that improvespace, services, and culture. ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 3
  4. 4. objectiveObjective: Learn the service design mindset and toolkit sothat you can improve the experience of your customers.In this workshop you will learn:•  An overview of Service Design mindset and toolkit•  Case studies of Service Design in action•  Instruction on and experience with how to use core Service Design tools•  Useful references and resources ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 4
  5. 5. agenda 10:00 to 10:30am Session / Service Design Intro 10:30 to 11:00am Visioning 11:00 to 11:30am Personas 11:30 to 11:45am break 11:45 to 12:15pm Journey Mapping 12:15 to 12:45pm Service Blueprinting 12:45 to 1:15pm Prototyping 1:15 to 1:30pm break 1:30 to 2:00pm Q & A and Wrap-up ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 5
  6. 6. some examples ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 6
  7. 7. compare customer experiencesJetblue Southwest vs. Flickr Doug Letterman Flickr TheeErin ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 7
  8. 8. compare customer experiencesRadioShack Apple Store vs. Flickr Bekathwia Flickr Tanzen80 ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 8
  9. 9. compare customer experiencesGoogle Yahoo vs. Flickr TheeErin ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 9
  10. 10. compare customer experiencesZipcar Hold On vs. Flickr TheeErin ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 10
  11. 11. service design introduction ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 11
  12. 12. six shiftsnew cultural, economic, technological, and environmental viewsare creating five shifts in how people live, learn, work and play. mobility mobility self-service integration customization sharing participation ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 12
  13. 13. design as supportTo respond to shifts in mobility, collaboration, personalization,participation, & sharing, the role of design moves from deliveringsomething people use to continuously supporting use.design as delivery design as support ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 13
  14. 14. service designService design is: “the application of design approaches andmethods to immaterial products in order to create solutionsthat are useful, useable, and desirable from the userperspective and are efficient, effective, and different from theprovider prospective.“– Prof. Birgit Mager, Köln International School of Design The 5 principles of service design thinking 1.  user-centered 2.  co-created 3.  sequencing 4.  evidencing 5.  holistic - Mark Stickdorn and Jakob Schneider, authors of This is Service Design Thinking ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 14
  15. 15. service design process and toolsService design is a way of thinking and a process for designing theservice interactions between people, information, technology, furniture,and spaces so that they are usable, useful, desirable, and effective. ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 15
  16. 16. visioning ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 16
  17. 17. headlines exerciseImagine your new service is launching tomorrow and isgoing to make headlines! What would the “headline”say? In what medium / publication? ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 17
  18. 18. best-worst exerciseReflecting on what we’re your best and worst serviceexperiences to generate a list of important factorsbest worst ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 18
  19. 19. keywords exercise Listing the keywords that might describe the current service philosophy – and then the future philosophysample  keywords   expert   surprising   the  extra  mile   effec.ve   efficient   where  you  need  us   fun   just-­‐in-­‐.me   easy  to  use   24  /  7/  365   what  you  need,  when  you  need  it   wherever  you  are   proac.ve   on-­‐demand   personal   superior   ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 19
  20. 20. personas ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 20
  21. 21. personasSynthesizing what you know about your users into a set ofpersonas that represent different prototypical users’motivations, behaviors, and expectations (30mins) Name:   Think  of  a  name  for  your  persona   Demographics:  Describe  your  character  -­‐  age,  afflia.on/ status,  home  loca.on,  etc   Movitva3ons:   What  drives  this  person?  What  are  his/ her  goals?   Behaviors:   How  and  where  does  he/she  spend  their   .me?  With  whom?  Doing  what?     Expecta3ons:   What  does  he/she  expect  from  you  in   your  spaces/services?   Resources:     What  are  the  resources  that  he/she   relies  on  to  get  things  done?  Which  are   his/her  own  vs.  those  you  provide?   Other:   What  other  factors  describe  this  persons   needs  and  aspira.ons  not  otherwise   captured?   ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 21
  22. 22. journey mapping ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 22
  23. 23. journey mappingRepresenting of how a persona would use / move through aspace and/or service, describing the “touchpoints” where theyinteract and need support (30mins) Example: A recent hotel stay which started via GrouponKey concepts:1.  time: pre-service, service, post-service2.  Identifying touchpointsCustomer Journey Map Pre-Service Service… Post-ServiceActivities Touchpoint…EnvironmentInteractionsObjectsUsers ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 23
  24. 24. journey map example (5Es Framework by Conifer Research) ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 24
  25. 25. service blueprinting ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 25
  26. 26. service blueprintingDocumenting how you wish to deliver a service/space, providingdirection on front-line staff actions, behind-the-scenes staff, andsupport systems/infrastructure for each service channel (30mins) Example: Blueprint from service design workshopKey concepts:1. Connecting, Front, Back, and Systems2. Understand delivery across channels ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 26
  27. 27. service blueprint example ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 27
  28. 28. prototyping ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 28
  29. 29. prototypingSetting up pilots or experiments to test and refine blueprintconcepts, answer questions, gather feedback, and ready yourusers for potential new spaces and services (30mins) Hypothesis:   What  ques.on  are  you  answering?   Users:   Who  is  it  for?   Loca3on:   Where  it  is  happening?   Dura3on:   For  how  long?   Tasks:   How  are  you  going  to  do  it?   Staffing:   Who  is  doing    it  in  terms  of  staff?   Assessment   How  are  you  going  to  evaluate  it?   ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 29
  30. 30. wrap-up and Q & AConclusions from the day and how you can get started (30mins) ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 30
  31. 31. thank you!Elliot Felix@elliotfelixelliot@brightspotstrategy.comwww.brightspotstrategy.com@brightspotter ©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 31

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