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From Products to Services: A Service Design Crash Course

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From Products to Services: A Service Design Crash Course

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This is a combination presentation and guide for a workshop I gave with Jared Cole at UX Week in August 2010. The content is largely the same as Service Design: An Interaction Design Perspective, except for the addition of the workshop slides.

This is a combination presentation and guide for a workshop I gave with Jared Cole at UX Week in August 2010. The content is largely the same as Service Design: An Interaction Design Perspective, except for the addition of the workshop slides.

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From Products to Services: A Service Design Crash Course

  1. 1. FROM PRODUCTS TO SERVICES a service design crash course Jared Cole | Jamin Hegeman August 26, 2010 UX Week San Francisco
  2. 2. Hi. My name is Jared.
  3. 3. Hi. My name is Jamin.
  4. 4. We practice service design at Adaptive Path.
  5. 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. 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. 7. Service Design?
  8. 8. Service Design Consciously designing services using a holistic, human-centered design process. 8
  9. 9. 9
  10. 10. Interaction Design Process Discovery Definition Design Delivery 9
  11. 11. Interaction Design Process Discovery Definition Design Delivery 9
  12. 12. Interaction Design Process Service Design Process Discovery Discovery Definition Definition Design Design Delivery Delivery 9
  13. 13. You have to think holistically. 10
  14. 14. Service Mindset Explicitly approaching the design problem from a system thinking perspective and taking a more holistic view of people. 11
  15. 15. 12
  16. 16. Interaction Design Great experience between person and product 12
  17. 17. Interaction Design Great experience between person and product 12
  18. 18. Interaction Design Service Design Great experience between Great experience across all person and product touch points 12
  19. 19. Service designers use different tools. 13
  20. 20. And different terms. touch point front stage co-creation back stage participants blueprint 14
  21. 21. Why service design?
  22. 22. Services need design help. 16
  23. 23. This was designed. 17
  24. 24. How are the needs of these two met? 18
  25. 25. 19
  26. 26. Designers are experts in designing for humans. 20
  27. 27. Benefits of Service Design Better experiences Increased customer satisfaction Reduced inefficiencies Increased value to business (loyalty) Increased value to society 21
  28. 28. What does service design look like?
  29. 29. NEUROSURGERY CLINIC service design with UPMC 23
  30. 30. Discovery Patient Experience 24
  31. 31. Discovery Staff Experience 25
  32. 32. Discovery Doctor/Patient Experience 26
  33. 33. Discovery Tools and Systems 27
  34. 34. Discovery Information and Environment 28
  35. 35. Discovery Participation 29
  36. 36. Definition Themes and Opportunities 30
  37. 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. 38. Definition Needs and Emotions Emotions Support Needs Waiting Needs Information Needs 32
  39. 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. 40. Design Creating Concepts 34
  41. 41. Design Co-creation 35
  42. 42. Design Engagement 36
  43. 43. Design Prototyping 37
  44. 44. Design Storyboard Concepts 38
  45. 45. Design Validation 39
  46. 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. 47. How can you play a role in service design?
  48. 48. Cultivate a service mindset 42
  49. 49. Learn service design tools 43
  50. 50. Create opportunities 44
  51. 51. Workshop Project
  52. 52. 46
  53. 53. UX Week Service Design Personas Journey Blueprint Ideation Storyboards Share 47
  54. 54. Persona
  55. 55. Example Personas 49
  56. 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. 57. Journey
  58. 58. Example Journey Emotions Support Needs Waiting Needs Information Needs 52
  59. 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. 60. BREAK
  61. 61. Blueprint
  62. 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 56
  63. 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. 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. 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. 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. 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. 68. Ideation
  69. 69. Example Ideation 59
  70. 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. 71. Storyboards
  72. 72. Example Storyboards 62
  73. 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. 74. Share!
  75. 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. 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 66

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