***WATCH VIDEO: https://www.youtube.com/watch?v=_BiWguJ9F94*** Service design is a growing focus, and businesses large and small are trying to integrate it into both their design practice and business culture. An organization must learn what service design is and at the same time be inspired to adapt the way they work to implement service design best practices. While the changes required by service design seem like they would be rooted in design and user experience, it turns out that introducing service design into complex organizations is a business endeavor as much as it is a product and design one. To be successful in building service design capacity, a business must first illustrate why it is valuable to the organization, how it benefits the customer, and what exactly “doing service design” means in a place that hasn’t done it before. Erik Flowers discusses building service design capacity at Intuit, blending the story of how it was implemented with practical insights into what has succeeded, what has failed, and how the company has grown along the way.

1. Erik Flowers – @Erik_UX
January 21, 2016 - O’Reilly Design Conference
Demystifying
Service Design
#OReillyDesign
#IntuitDesign
#DesignForDelight

2. Design.

3. Service.

4. Design.Service.

5. Design.Service

6. Product & Service

7. The lines between hardware,
software, and services are
blurred or are disappearing.
–TimCook,CEO,Apple
BloombergBusiness9/14

14. Designing
for Service

15. What does it mean to serve?
Perform, provide.
Facilitate, enable, assist.
Over a period time.

16. Customer Benefit
End-to-end experiences that
are frictionless, cohesive, and
designed from the customer
point of view.

17. Organization Benefit
Improving our underlying
support structures, employee
experiences, and end-to-end
understanding.

18. Designing for Service
The practical application of
design to ensure successful
delivery of the customer &
organizational benefits.

19. Setting
the Stage

22. Backstage
Front Stage - Visible to Customer
Channels, products, actors, touchpoints,
interfaces, interactions, conversations…
Back Stage - Not Visible to Customer
Processes, policies, actors, systems,
technology, infrastructures…
…not visible, but felt.

23. Behind the Scenes
Guiding principles, internal constraints,
regulations, legal requirements,
organizational structures, business culture…

24. Backstage
Frontstage
Our Behind the Scenes
Customer’s Behind the Scenes

28. You don’t have to be a
“service provider” to
design for service.

29. To serve is human &
service is being human.

30. A Human
Experience

45. Deconstructing
the Stage

46. Touchpoint
A point of interaction
between the customer
and the service.

47. Ecosystem
The touchpoints
that are available
for a customer to
experience.

48. Channels
The mediums in
which touchpoint
interactions take
place.

65. Customers design their
experience each and every time.

66. We only set the stage in service
of the customer’s journey.

67. We act in service of the
customer’s needs.
Designing for service is how we
ensure successful delivery.

69. Let’s Get Practical

70. We serve the self employed and
small business owners of the world.

72. The Practical Project Process
1. Define opportunity space
2. Service Blueprinting
3. Identify strategic & tactical fixes
4. Service design to take ACTION

73. 1. The Opportunity Space
Customer Billing.
A true ecosystem spanning
customer experience.
20% of support volume.
20%

74. The Vision
“A great billing experience is a
key element of the end-to-end
QuickBooks experience.”

75. “Billing”
Impersonal.
Internally focused.
Mechanical.

76. Our customer’s subscription is an ongoing
relationship that gives access to what helps make
them successful, and let’s us ensure we can
continue to act in service to them.

77. Seeing the Subscription “Stage”

78. Customer relationship architecture
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79. Cross silo, ecosystem spanning
chain of events over time.

80. Nail the basics
Find the biggest potential for
overlap of irritation, pain, and
failure.

81. Blueprinting the
Complete Picture
Unlock the front stage, back stage,
and behind the scenes.

82. Practical Service Blueprinting
Co-created process that
uncovers true end-to-end,
surface-to-core reality of a
customer experience…

83. Practical Service Blueprinting
…and the reality of the
internal organization
experience and structure.

85. Holistically Organized
The gathered team
represents the holistic service,
not the internal structure.

87. End to End
Service blueprint
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visit www.practicalservicedesign.com to see public
template!

88. End to End
Surface to Core
Service blueprint
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template!

89. Actors
Systems
Stakeholders
Observations & Facts
Data Callouts & Metrics
Policies
Unknowns
Critical Moments, Irritations & Failures
Ideas, a-ha’s, opportunities

92. Backstage
Front Stage - Visible to Customer
Marketing. Sign up. Emails. QuickBooks
itself. Account Mgmt. Customer care…
Back Stage - Not Visible to Customer
Tech stacks. API. UI patterns. Content
management. Care agent processes…

93. Behind the Scenes
Finance & pricing policies. Lineup
definitions. Legal requirements. Product
roadmaps. Support data. Leadership
vision. Competitive insights.

94. The Practical Service Blueprint
It’s not the view of how it was
designed, it’s the view of how
it was delivered.

95. Strategic Themes
and Tactical Fixes
Shifting the vision vs. just go do it

96. End to End
Surface to Core
Service blueprint
artifact removed. Confidential info, sorry :(
visit www.practicalservicedesign.com to see public
template!

97. Root Cause Analysis & Remediation
Deep dive into service blueprints to find the true
upstream and downstream cause and effect.

98. Strategy vs. Tactics
Tactical “just go do” items.
Strategic themes that will need vision shifts.

99. Home
Page
Product
Selection
Sign Up First Use Product
Recommendation
QuickBooks
Dashboard
Subscribe Now Account
Management
Correspondence Care
“Start Trial” as
primary CTA
Include price
summary in
product
selection
brought forward
before product
selection in
trial flow
no
changes
Persistent trial
indicator.
Detailed organization
and pricing info.
Pricing Summary
Similar design to
Subscribe Now.
Emails with
design components
as product
New help
content on
subscriptions
3.1 3.2 3.2 3.3 3.4 3.5
Recommendation
during FTU setup.
Similar design to
Subscribe Now.

100. OnlineAdvertising
Prices,ads,promotions
quickbooks.com
Brand, prices,ads,
promotions,lineup,
signups
FirstUse
Selection,features,trial
features,promotion
Product
Bundledfeatures,optin/
out,trialtobuy,fundability
Acct.Mgmt.
Paymentsource,
upgrade,downgrade,
cancel
Care
Agents, scripts,
knowledgebase, self-
help,IVR
Comm.
Brand, content,tone,voice,
frequency,consolidation
Finance
Policies,prices,
promotions,rules,
projectiongoals
Home
Page
Product
Selection
Sign Up First Use Product
Recommendation
QuickBooks
Dashboard
Subscribe Now Account
Management
Correspondence Care
3.1 3.2 3.2 3.3 3.4 3.5

101. Action
Thinking end-to-end vs. acting end-to-end.

102. Home
Page
Product
Selection
Sign Up First Use Product
Recommendation
QuickBooks
Dashboard
Subscribe Now Account
Management
Correspondence Care
“Start Trial” as
primary CTA
Include price
summary in
product
selection
brought forward
before product
selection in
trial flow
no
changes
Persistent trial
indicator.
Detailed organization
and pricing info.
Pricing Summary
Similar design to
Subscribe Now.
Emails with
design components
as product
New help
content on
subscriptions
3.1 3.2 3.2 3.3 3.4 3.5
Recommendation
during FTU setup.
Similar design to
Subscribe Now.

103. Activates the Organization
Customer backed
Visceral shared artifact
Silo-busting co-creation
“First time seeing it end-to-end”
Actionable insights in matter of hours

105. Can you see all the stages
you have set?

106. Can you see all the stages
you have set?

107. Can you see all the stages
you have set?

108. Can you see all the stages
you have set?

109. Predictions &
Provocations

110. The medium of your brand
will become irrelevant.
The only thing customer’s will attach to your
name will be the service you provide them.

111. Touchpoint design will not
be enough to differentiate.
Differentiation will come through the
relationship you have with your customers
and how you serve over time.

112. Holistic experiences require
holistic organizations.
What you produce mirrors how you are
organized. Cross-silo coordination will
be the key to delivering outcomes.

113. Customers adopt more
fluid expectations.
They will expect quality services to feel
the same across categories and
contexts.

114. Employee experience will
become a design priority.
Design thinking will be applied to how
experiences are produced and services
delivered internally.

115. Building service design
capacity will be essential.
Service design is a much needed tool for
companies to better design and deliver
exceptional customer experiences.

116. To Act in Service

117. Remember…

118. What you make is
not who you are.

119. What you provide is
not who you are.

120. Your branding is
not who you are.

121. How you serve
is who you are.

122. How you serve
is who you are.

123. Thank you.

124. Would you like to know more?
Join the Service Design Slack (450+ members!)
www.practicalservicedesign.com/community
Get the “Practical Service Blueprinting” ebook
www.practicalservicedesign.com/the-guide
Thank you!
Follow @Erik_UX
#OReillyDesign #IntuitDesign #DesignForDelight