I presented the seminar-style "Deep Service Design" at Designing For Digital in April, 2017, where I both tried to introduce service design and a takeaway practice that included three approaches -- jobs to be done, the Kano model, and the service blueprint -- as well as try to rationalize service design with user experience design. https://libux.co

1. Deep Service Design

2. Hi. I’m Michael!
Good to meet you.
@schoeyfield | libux.co
michael@schoeyfield.com

3. same page
you are here

4. I will argue that the status of service design and its impact as a professional
field is impacted by the absence of a single consistent definition of the area, while the
spread of professional practices and the varied backgrounds and training of its
practitioners.
— Jess Leitch

5. #LibUX
Service design is an emerging field focused on the creation of well thought through experiences
using a combination of intangible and tangible mediums.
— The Copenhagen Institute of Interaction Design, 2008

6. #LibUX
Service design is a user centered approach to designing products and services, aiming to give
the user a unique and memorable experience as well as optimizing business processes.
— Amiz Azipoor,

7. #LibUX
Service design is a holistic, co-creative, and user-centered approach to understanding customer
behavior for the creation or refining of services.
— Joe Marquez and Annie Downey

9. The user experience is the
measure of your end-user’s
interaction with your library:
its brand, its product, and its
services.

10. The user experience is the
measure of your end-user’s
interaction with your library:
its brand, its product, and its
services.

11. The user experience is the
measure of your end-user’s
interaction with your library:
its brand, its product, and its
services.
User experience design
describes the use of tools,
techniques, and the creative
application of behavioral
knowledge about users to
improve that user
experience.

20. #LibUX
In a model where the user experience is a success metric, and user experience design describes
the use of tools, techniques, and the application of behavioral knowledge to improve that metric,
then the service design — concerned with the systems that underlie a service as its performed —
determines the potential impact UXD can have on that score.

21. service designers design services to improve user experience
what we do it forwhat we do
they won’t ever admit this but

22. When
I want to
so I can

23. When
I want to
so I can
I see an opportunity to make
a part of our service better

24. When
I want to
so I can
I see an opportunity to make
a part of our service better
design the shit out of it

25. When
I want to
so I can
I see an opportunity to make
a part of our service better
design the shit out of it
make the UX better!

26. When
I want to
so I can

27. When
I want to
so I can
[situation]

28. When
I want to
so I can
[situation]
[motivation]

29. When
I want to
so I can
[situation]
[motivation]
[expected outcome]

30. As a
I want to
so I can

31. As a
I want to
so I can
[persona]

32. As a
I want to
so I can
[persona]
[action]

33. As a
I want to
so I can
[persona]
[action]
[expected outcome]

34. Some services are better defined by the job they do than the customers they serve.

36. As a
I want to
so I can

37. As a
I want to
so I can
YOUNG DAD

38. As a
I want to
so I can
YOUNG DAD
SEE UPCOMING EVENTS

39. As a
I want to
so I can
YOUNG DAD
SEE UPCOMING EVENTS
ENTERTAIN AND EDUCATE
THE KIDDO

40. When
I want to
so I can

41. When
I want to
so I can
I am planning my trip to the
library

42. When
I want to
so I can
I am planning my trip to the
library
see upcoming events, exhibits,
and programs

43. When
I want to
so I can
I am planning my trip to the
library
see upcoming events, exhibits,
and programs
prepare and time my
trip properly

44. The Jobs-to-be-Done framework focus on uncovering the functional, emotional, and social
circumstances that influence the users’ decision making process when they switch from one
service to another.
Jobs to be Done

45. insideintercom.io

46. I go to the
library to _

47. I go to the
library to _pass this class

48. The services libraries provide are means to an end.

49. The services libraries provide are replaceable.

50. Understanding the job to be done is the key to designing useful services.

51. First Thought
The JTBD Timeline
Passive Looking
Event #1
Active Looking
Event #2
Deciding Buying
Experiencing
Satisfaction

52. jtbd.info

53. First Thought
The JTBD Timeline
Passive Looking
Event #1
Active Looking
Event #2
Deciding Buying
Experiencing
Satisfaction

54. Jim Kalbach’s Practical Model for JTBD

57. DELIGHT
HIGH
FRUSTRATION
LOW

58. DELIGHT
HIGH
FRUSTRATION
LOW

59. ux
DELIGHT
HIGH
FRUSTRATION
LOW

60. ux
DELIGHT
HIGH
FRUSTRATION
LOW

63. Kano substantiated in a 900-person study that customers responded to features in five different
ways. These, as our model takes shape, can be largely represented as curves across the quadrants
we see emerge from behind the axes.
Emotional response types

70. Kano created a reliable and really quite straightforward method for measuring users’ reactions to
the presence of a feature. There is some amount of footwork involved for library staff tasked
with performing administering the survey, but the ease of the methodology makes this model is a
real convenience.
Measuring responses

71. How would you feel if this feature were present?

72. How would you feel if it weren’t?

73. How would you feel if it weren’t?

74. How would you feel if it weren’t?

75. How would you feel if it weren’t?
I like it

76. How would you feel if it weren’t?
I like it
I expect it

77. How would you feel if it weren’t?
I like it
I expect it
I am neutral

78. How would you feel if it weren’t?
I like it
I expect it
I am neutral
I can tolerate it

79. How would you feel if it weren’t?
I like it
I expect it
I am neutral
I can tolerate it
I dislike it

84. practicalservicedesign.com

86. libux.co/blueprint-for-trello
sorry if it sucks

87. Thanks!
@schoeyfield | libux.co
michael@schoeyfield.com