1. FROM PRODUCTS
TO SERVICES
a service design crash course
Jared Cole | Jamin Hegeman
August 26, 2010
UX Week San Francisco

2. Hi. My name is Jared.

3. Hi. My name is Jamin.

4. We practice service design
at Adaptive Path.

5. Goals
Learn service design basics
Develop knowledge about tools
Consider ways to bring it into your practice
Learn where to go to find out more
5

6. Schedule
2:00-2:10 Intros
2:10-2:30 Service Design
2:30-2:40 Workshop Project
2:40-3:00 Persona
3:00-3:30 Break
3:30-4:00 Journey Map
4:00-4:25 Blueprint
4:25-4:40 Ideation
4:40-5:00 Storytelling
5:00-5:30 Share
6

7. Service Design?

8. Service Design
Consciously designing services using a
holistic, human-centered design process.
8

9. 9

10. Interaction Design Process
Discovery
Definition
Design
Delivery
9

11. Interaction Design Process
Discovery
Definition
Design
Delivery
9

12. Interaction Design Process Service Design Process
Discovery Discovery
Definition Definition
Design Design
Delivery Delivery
9

13. You have to think holistically.
10

14. Service Mindset
Explicitly approaching the design problem
from a system thinking perspective and
taking a more holistic view of people.
11

15. 12

16. Interaction Design
Great experience between
person and product
12

17. Interaction Design
Great experience between
person and product
12

18. Interaction Design Service Design
Great experience between Great experience across all
person and product touch points
12

19. Service designers use different tools.
13

20. And different terms.
touch point front stage
co-creation back stage
participants blueprint
14

21. Why service design?

22. Services need design help.
16

23. This was designed.
17

24. How are the needs of these two met?
18

25. 19

26. Designers are experts in
designing for humans.
20

27. Benefits of Service Design
Better experiences
Increased customer satisfaction
Reduced inefficiencies
Increased value to business (loyalty)
Increased value to society
21

28. What does service design
look like?

29. NEUROSURGERY
CLINIC
service design with UPMC
23

30. Discovery Patient Experience
24

31. Discovery Staff Experience
25

32. Discovery Doctor/Patient Experience
26

33. Discovery Tools and Systems
27

34. Discovery Information and Environment
28

35. Discovery Participation
29

36. Definition Themes and Opportunities
30

37. Definition Patient Journey
t visit
visi st t t
re fir t isi isi
ca / sit isi pv pv
tio
n y sis vi y pv u u
c ar no -o
p er t-o w- w-
et
e
rim iag e rg s llo llo
D P D Pr Su Po Fo Fo
31

38. Definition Needs and Emotions
Emotions
Support Needs
Waiting Needs
Information Needs
32

39. Definition Holistic Delivery System
Service Blueprint of Presby Neuro Clinic
PHYSICAL Front Waiting Front Waiting Front Hallway Exam MRI & Exam MRI & Door Tag Waiting Check-out
EVIDENCE Desk Room Desk Room Desk Room Chart Room Chart Room Room
Check-out,
PATIENT Sign In Wait Check-in Wait Responds Follow to Wait in Answer
Wait
Ask Return
Wait Pay, &
ACTIONS Exam Rm Exam Rm Questions Questions Door Tag Leave
Line of Interaction
? ? ? ? ?
ONSTAGE Call Escort to
Check Meet Dr. Process &
CONTACT Welcome Process Patient Exam Rm
Vitals & Kassam Check-out
Ask Quest
PERSON
Line of Visibility
BACKSTAGE Get See Other Grab Check Place in Take See Other
See Other See Other
CONTACT Patient
Patients Patients Door Tag Patients
Patient Kassam Away Patients
PERSON Chart Location Bin Chart
Brings Chart in Grab Kassam
Door Tag To Be Chart Gets Quick
Back Seen Bin from Bin Review
Chart Write Rm Check
Taken by # on Patient Dictation
Staff Schedule Location
Line of Internal Interaction
SUPPORT Records/ Bin Chart Records/
Debbie’s Door Tag Schedule Storage Database
Database System
PROCESSES Chart Cart
System
System System System System
33

40. Design Creating Concepts
34

41. Design Co-creation
35

42. Design Engagement
36

43. Design Prototyping
37

44. Design Storyboard Concepts
38

45. Design Validation
39

46. Delivery Tangible and Intangible
I know you don’t want to be here.
I know you don’t want to know me.
But the best thing that could happen
is to know me.
I’ve performed more than 3,000 neurosurgical procedures. More
than 800 of those are what’s called minimally invasive endoscopic
procedures.
And I’m a person first. I’ll be direct and treat you like a friend.
Occasionally, I may even make you laugh.
40

47. How can you play a role in
service design?

48. Cultivate a service mindset
42

49. Learn service design tools
43

50. Create opportunities
44

51. Workshop Project

52. 46

53. UX Week Service Design
Personas
Journey
Blueprint
Ideation
Storyboards
Share
47

54. Persona

55. Example Personas
49

56. Persona Exercise
2:30-2:45
Purpose
Gain empathy and provides a measure to check
design concepts against.
Activity
Give your persona life!
Tools
Persona worksheet
50

57. Journey

58. Example Journey
Emotions
Support Needs
Waiting Needs
Information Needs
52

59. Journey Map Exercise
2:45-3:30
Purpose
Visualize the experience over time with multiple
touchpoints and services.
Activity
Part 1: Individually catalog your UX week journey.
Part 2: Map a combined UX week journey with
emotions and pain points.
Tools
journey worksheet, butcher paper, stickies, markers
53

60. BREAK

61. Blueprint

62. Example Blueprint
Service Blueprint of Presby Neuro Clinic
PHYSICAL Front Waiting Front Waiting Front Hallway Exam MRI & Exam MRI & Door Tag Waiting Check-out
EVIDENCE Desk Room Desk Room Desk Room Chart Room Chart Room Room
Check-out,
PATIENT Sign In Wait Check-in Wait Responds Follow to Wait in Answer
Wait
Ask Return
Wait Pay, &
ACTIONS Exam Rm Exam Rm Questions Questions Door Tag Leave
Line of Interaction
? ? ? ? ?
ONSTAGE Call Escort to
Check Meet Dr. Process &
CONTACT Welcome Process Patient Exam Rm
Vitals & Kassam Check-out
Ask Quest
PERSON
Line of Visibility
BACKSTAGE Get See Other Grab Check Place in Take See Other
See Other See Other
CONTACT Patient
Patients Patients Door Tag Patients
Patient Kassam Away Patients
PERSON Chart Location Bin Chart
Brings Chart in Grab Kassam
Door Tag To Be Chart Gets Quick
Back Seen Bin from Bin Review
Chart Write Rm Check
Taken by # on Patient Dictation
Staff Schedule Location
Line of Internal Interaction
SUPPORT Records/ Bin Chart Records/
Debbie’s Door Tag Schedule Storage Database
Database System
PROCESSES Chart Cart
System
System System System System
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63. Example Blueprint
Service Blueprint of Presby Neuro Clinic
PHYSICAL
EVIDENCE
Front
Desk
Waiting
Room
Front
Desk Room
Front Stage
Waiting Front
Desk
Hallway Exam
Room
MRI &
Chart
Exam
Room
MRI &
Chart
Door Tag Waiting
Room
Check-out
Room
Check-out,
PATIENT Wait in Answer Ask Return
ACTIONS
Sign In Wait Check-in Wait
visible actions
Responds Follow to
Exam Rm Exam Rm Questions Wait Questions Door Tag Wait Pay, &
Leave
Line of Interaction
? ? ? ? ?
ONSTAGE Call Escort to
Check Meet Dr. Process &
CONTACT Welcome Process Patient Exam Rm
Vitals & Kassam Check-out
Ask Quest
PERSON
Line of Visibility
BACKSTAGE Get See Other Grab Check Place in Take See Other
See Other See Other
CONTACT Patient
Patients Patients Door Tag Patients
Patient Kassam Away Patients
PERSON Chart Location Bin Chart
Brings Chart in Grab Kassam
Door Tag To Be Chart Gets Quick
Back Seen Bin from Bin Review
Chart Write Rm Check
Taken by # on Patient Dictation
Staff Schedule Location
Line of Internal Interaction
SUPPORT Records/ Bin Chart Records/
Debbie’s Door Tag Schedule Storage Database
Database System
PROCESSES Chart Cart
System
System System System System
56

64. Example Blueprint
Service Blueprint of Presby Neuro Clinic
PHYSICAL Front Waiting Front Waiting Front Hallway Exam MRI & Exam MRI & Door Tag Waiting Check-out
EVIDENCE Desk Room Desk Room Desk Room Chart Room Chart Room Room
Check-out,
PATIENT Sign In Wait Check-in Wait Responds Follow to Wait in Answer
Wait
Ask Return
Wait Pay, &
ACTIONS Exam Rm Exam Rm Questions Questions Door Tag Leave
Line of Interaction
? ? ? ? ?
ONSTAGE Call Escort to
Check Meet Dr. Process &
CONTACT Welcome Process Patient Exam Rm
Vitals & Kassam Check-out
Ask Quest
PERSON
Line of Visibility
BACKSTAGE Get See Other Grab Check Place in Take See Other
See Other See Other
CONTACT Patient
Patients Patients Door Tag Patients
Patient Kassam Away Patients
PERSON Chart Location Bin Chart
Brings Chart in Grab Kassam
Door Tag To Be Chart Gets Quick
Back Seen Bin from Bin Review
Chart Write Rm Check
Taken by # on Patient Dictation
Staff Schedule Location
Line of Internal Interaction
SUPPORT Records/ Bin Chart Records/
Debbie’s Door Tag Schedule Storage Database
Database System
PROCESSES Chart Cart
System
System System System System
56

65. Example Blueprint
Service Blueprint of Presby Neuro Clinic
PHYSICAL Front Waiting Front Waiting Front Hallway Exam MRI & Exam MRI & Door Tag Waiting Check-out
EVIDENCE Desk Room Desk Room Desk Room Chart Room Chart Room Room
Check-out,
PATIENT Sign In Wait Check-in Wait Responds Follow to Wait in Answer
Wait
Ask Return
Wait Pay, &
ACTIONS Exam Rm Exam Rm Questions Questions Door Tag Leave
Line of Interaction
? ? ? ? ?
ONSTAGE Call Escort to
Check Meet Dr. Process &
CONTACT Welcome Process Patient Exam Rm
Vitals & Kassam Check-out
Ask Quest
PERSON
Line of Visibility
BACKSTAGE Get See Other Grab Check Place in Take See Other
See Other See Other
CONTACT Patient
Patients Patients Door Tag Patients
Patient Kassam Away Patients
PERSON Chart Location Bin Chart
Brings Chart in Grab Kassam
Back Stage Door Tag
Back
To Be
Seen Bin
Chart
from Bin
Gets Quick
Review
Chart Write Rm Check
invisible actions and support processes Taken by
Staff
# on
Schedule
Patient
Location
Dictation
Line of Internal Interaction
SUPPORT Records/ Bin Chart Records/
Debbie’s Door Tag Schedule Storage Database
Database System
PROCESSES Chart Cart
System
System System System System
56

66. Example Blueprint
Service Blueprint of Presby Neuro Clinic
PHYSICAL Front Waiting Front Waiting Front Hallway Exam MRI & Exam MRI & Door Tag Waiting Check-out
EVIDENCE Desk Room Desk Room Desk Room Chart Room Chart Room Room
Check-out,
PATIENT Sign In Wait Check-in Wait Responds Follow to Wait in Answer
Wait
Ask Return
Wait Pay, &
ACTIONS Exam Rm Exam Rm Questions Questions Door Tag Leave
Line of Interaction
? ? ? ? ?
ONSTAGE Call Escort to
Check Meet Dr. Process &
CONTACT Welcome Process Patient Exam Rm
Vitals & Kassam Check-out
Ask Quest
PERSON
Line of Visibility
BACKSTAGE Get See Other Grab Check Place in Take See Other
See Other See Other
CONTACT Patient
Patients Patients Door Tag Patients
Patient Kassam Away Patients
PERSON Chart Location Bin Chart
Brings Chart in Grab Kassam
Door Tag To Be Chart Gets Quick
Back Seen Bin from Bin Review
Chart Write Rm Check
Taken by # on Patient Dictation
Staff Schedule Location
Line of Internal Interaction
SUPPORT Records/ Bin Chart Records/
Debbie’s Door Tag Schedule Storage Database
Database System
PROCESSES Chart Cart
System
System System System System
56

67. Blueprint Exercise
4:00-4:25
Purpose
Visualize the service procedures and processes.
Activity
Identify front stage and back stage actions on day
one of UX Week for your persona.
Tools
butcher paper, stickies, markers
57

68. Ideation

69. Example Ideation
59

70. Ideation Exercise
4:25-4:40
Purpose
Rapidly generate many concepts that address service
opportunities. Build off each other’s ideas.
Activity
Generate concepts!
Tools
concept worksheets
60

71. Storyboards

72. Example Storyboards
62

73. Concept Exercise
4:40-5:00
Purpose
Communicate the experience of both tangible and
intangible aspects of the service.
Activity
Using one or several combined concepts, create at
least on storyboard of how your persona will
experience your new solution.
Tools
storyboard worksheet
63

74. Share!

75. Sharing Exercise
5:00-5:30
Purpose
Get feedback, collaborate, spread knowledge, and
make your design work awesome.
Activity
Hang persona, journey map, blueprint, and
storyboard to present to your peers.
Introduce persona, problem, story.
Tools
drafting dots
65

76. Thanks!
CONTACT RESOURCES
ADAPTIVE PATH SERVICE DESIGN NETWORK
San Francisco | Austin | Amsterdam service-design-network.org
JARED COLE SERVICE DESIGN TOOLS
jared@adaptivepath.com | @coffeekid servicedesigntools.org
JAMIN HEGEMAN DESIGN FOR SERVICE
jamin@adaptivepath.com | @jamin designforservice.wordpress.com
PROJECTS SERVICE DESIGN DRINKS AND EVENTS
servicedesigning.org
UPMC NEUROSURGERY CLINIC
jamin.org/archives/2008/upmc-neurosurgery-clinic SF SERVICE DESIGN DRINKS
@servicedesignsf
TRANSPORTATION SECURITY ADMINISTRATION
jamin.org/archives/2007/service-design-for-tsa
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