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Journey to the Fifth Dimension - Erik Flowers, Evolve UX 2016

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Service experiences exist in many different dimensions that customers travel through as they attempt to reap the benefits from the services we are providing. Delivering service is not tied to any one touchpoint or moment; it is a collection of moments, like connecting dots that all add up to the larger value we provide – or fail to provide.

The painful, irritating moments or failures in these journeys can be difficult to pinpoint. Moments that cause pain early on might not be felt, or have an impact, until much later. And neither us nor the customer can necessarily see how those dots connect holistically.

To truly deliver exceptional experiences, both the dots that make up the customer experience, and the dots that make up our organizational structure, must be connected to each other. The practical application of service design is the perfect tool for looking across the dimensions and connecting the dots in order to turn the points of pain and failure into opportunities to delight and improve how you deliver experiences.

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Journey to the Fifth Dimension - Erik Flowers, Evolve UX 2016

  1. 1. @erik_flowers #evolveUXconf tweeting photos encouraged!
  2. 2. 1 2 3 4 5
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  7. 7. LET’S TAKE A STEP BACK
  8. 8. 80%80%U.S.U.S.
  9. 9. 80%80%U.S.U.S.
  10. 10. PERFORM PROVIDE
  11. 11. PERFORM PROVIDE
  12. 12. PERFORM PROVIDE
  13. 13. PERFORM & PROVIDE
  14. 14. PERFORM & PROVIDE
  15. 15. PERFORM & PROVIDE ENGAGE & RETAIN
  16. 16. LET DOWN & FAIL
  17. 17. RES ENT & BAIL LET DOWN & FAIL
  18. 18. TIME SCALE
  19. 19. TIME SCALE SERVICE COMPLEXITY
  20. 20. TIME SCALE POTENTIAL LEVEL OF PAIN SERVICE COMPLEXITY
  21. 21. TIME SCALE POTENTIAL LEVEL OF PAIN SERVICE COMPLEXITY TIME MONEY GOODWILL LOYALTY REPUTATION COST
  22. 22. TIME SCALE POTENTIAL LEVEL OF PAIN SERVICE COMPLEXITY
  23. 23. TIME SCALE POTENTIAL LEVEL OF PAIN SERVICE COMPLEXITY
  24. 24. THE PERFORMERS & PROVIDERS
  25. 25. 1 2 3 4 51 2 3 4 5
  26. 26. THE BIG QUESTIONS
  27. 27. WHENWHERE
  28. 28. WHAT
  29. 29. “The purpose of a system is what it does. There is no point in claiming that the purpose of a system is to do what it constantly fails to do.” Stafford Beer (research this guy!)
  30. 30. HOW
  31. 31. “It all started…”
  32. 32. WHY “It all started…”
  33. 33. 1 2 3 4 5
  34. 34. 1 2 3 4 5
  35. 35. DIMENSION 1 A SPECIFIC CUSTOMER INTERACTION IN A LARGER END-TO-END STORY MOMENT
  36. 36. DIMENSION 2 MOMENTS CONNECTED TOGETHER TO FORM A SEQUENCE OF EVENTS STORY
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  44. 44. 1 2 3 4 5 1 2 3 4 5 FRONT STAGE BACK STAGE
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  57. 57. SYSTEMIC
  58. 58. SYSTEMIC
  59. 59. 1 2 3 4 5 1 2 3 4 5
  60. 60. 1 2 3 4 5 1 2 3 4 5 BACK STAGE
  61. 61. (SPECIFIC TO YOUR COMPANY OR INDUSTRY)
  62. 62. 1 2 3 4 5 1 2 3 4 5 ACTOR SYSTEM POLICY DATA PROCESS HISTORY INFO GAP (SPECIFIC)
  63. 63. 1 2 3 4 5 1 2 3 4 5 ACTOR SYSTEM POLICY DATA PROCESS HISTORY INFO GAP (SPECIFIC)
  64. 64. DIMENSION 3 THE UNDERLYING SUPPORT OF HOW MOMENTS AND STORIES ARE DELIVERED SURFACE TO CORE 1 2 3 4 5 1 2 3 4 5 DIMENSION 3 THE UNDERLYING SUPPORT OF HOW MOMENTS AND STORIES ARE DELIVERED SURFACE TO CORE
  65. 65. 1 2 3 4 5 1 2 3 4 5
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  78. 78. DIMENSION 4 END TO END, SURFACE TO CORE VIEW OF HOW YOUR ORGANIZATION ACTUALLY DELIVERS REALITYDIMENSION 4 END TO END, SURFACE TO CORE VIEW OF HOW YOUR ORGANIZATION ACTUALLY DELIVERS REALITY
  79. 79. FRONT STAGE
  80. 80. BREADTH OF HOW IT IS EXPERIENCED
  81. 81. BREADTH OF HOW IT IS EXPERIENCED BACK STAGE
  82. 82. BREADTH OF HOW IT IS EXPERIENCED DEPTH OF HOW IT IS DELIVERED
  83. 83. DIMENSION 5 HOLISTIC REFLECTION OF YOUR CAPABILITY TO DELIVER WHAT YOU HAVE PROMISED BEYOND
  84. 84. THIS IS THE REFLECTION OF YOUR CAPABILITY
  85. 85. “Organizations which design systems are constrained to produce designs which are copies of the communication structures of these organizations” Melvin Conway - 1968
  86. 86. 1 2 3 4 5 1 2 3 4 5
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  89. 89. OK, SO NOW WHAT?
  90. 90. GET TACTICAL & STRATEGIC
  91. 91. MON FRI
  92. 92. MON FRI
  93. 93. MON FRI
  94. 94. MON FRI 2016 2018
  95. 95. MON FRI 2016 2018
  96. 96. START ACTING END-TO-END
  97. 97. HAVE A DATA STRATEGY
  98. 98. 1 2 3 4 5
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  100. 100. 1 2 3 4 5
  101. 101. BUILD YOUR CAPABILITY
  102. 102. EXTERNAL EXPERIENCE
  103. 103. INTERNAL CAPABILITY
  104. 104. EXTERNAL EXPERIENCE INTERNAL CAPABILITY
  105. 105. EXTERNAL EXPERIENCE INTERNAL CAPABILITY
  106. 106. ACTIVATE YOUR ORGANIZATION
  107. 107. SO, REMEMBER…
  108. 108. UNDERSTAND HOW YOU PROVIDE & PERFORM
  109. 109. SEE THE DIMENSIONS OF HOW YOU DELIVER 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
  110. 110. KNOW WHEN TO BE TACTICAL OR STRATEGIC
  111. 111. SOLVE FOR CUSTOMER, AND ORGANIZATIONAL PAIN
  112. 112. PracticalServiceDesign.com/community Reach out @erik_flowers erik@practicalservicedesign.com Come talk to the global community & join the 1000+ members in the Service Design Slack PracticalServiceDesign.com/evolve-UX Go get tools, resources, education, inspiration and more! Thanks for watching! *Artwork by me!

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