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SERVICE
STORMING AND
DRAGON LINES
(From Acting to Action)




                          Jared Cole | @coffeekid
                          Jamin Hegeman | @jamin
SCHEDULE
2:00-2:15   Introduction
2:15-3:15   Acting
3:15-3:30   Discussion
3:30-3:45   Break
3:45-4:00   Service Blueprint Overview
4:00-5:00   Service Blueprint Exercise
5:00-5:30   Q&A




                                         2
ey used to only ask for this.




                                 3
now they
want more!




             4
CHALLENGE
How do we use our design
skills to help organizations
orchestrate experiences and
interactions across
touchpoints and time?

                               5
Service Storming
Service Storming
A collaborative activity, focused on
the generation of new service
experience concepts through acting.




                                       7
8
Science of Service Storming
Engaging in physical expression
activates different parts of your
brain, helping you to think in
new ways.




                                   9
Art of Service Storming
Service delivery is a performance.
If your performance connects
with the audience, you might be
on to something.




                                     10
e Rules
No Sitting.   No Pitching.




                             11
Experience Principles
Hidden Treasure

Ideal state. What if...
10 minutes                  Voting Booth
Voting | Taxes | DMV

Think across space, time,
                                 +
products, and people.

Act it Out
                              Day Spa
20 minutes

3 scenes
3 touchpoints
2 minutes




                                           12
How can this help me?




                        13
Break
Dragon Lines
Dragon Lines
To determine feng shui, the
ancient Chinese would run down a
hill to find the natural flow.
We are going to map that flow
through service blueprinting.



                                   16
SERVICE BLUEPRINT
A blueprint is an operational tool
that describes the nature and the
characteristics of the service
interaction in enough detail to verify,
implement, and maintain it.




                                          17
134                                                           Harvard Business Review             January-February 1984


  Exhibit I       Blueprint for a comer shoeshine



 StarKlard         Brush
 execution time    shoes
 2 minutes


 Total
 acceptable
 execution time
 5 minutes




 Une of                                                                                           Faciiitating services
 vialblllty                                                                                       and products
                    Not seen                               Select
                    by customer                            and purchase
                    but necessary                          supplies
                    to
                    perfonnance




               There are several reasons for the lack of     Good and lasting service management requires muc h
analytical service systems designs. Services are             more. Better service design provides the key to market
unusual in that they have impact, but no form. Like          success, and more important, to growth.                18
light, they
Where in the process?


research                     Ideation




           Journey




            Storyboard     Blueprint



             Touchpoints
                                        19
Building Blocks
 Customer Actions

   Touchpoints


   Staff Actions

 Line of Visibility

  Back Stage Staff

 Support Processes


       Time
                      20
Example   Customer orders
           a hamburger
                            Customer waits
                                             Customer feels
                                               cared for
                                                                   Customer
                                                                receivers order




           Dinner menu                        Conversation       Hamburger




           Server records
                                             Server checks on   Server delivers
              order on
                                                customer          hamburger
              Notepad




                             Server enters     Chef receives    Chef delivers
                              order into     order and makes    hamburger to
                                system            burger           server




                                               Hamburger
                            Order system
                                               ingredients


                                                                                  21
Iteration   Customer orders
             a hamburger
                              Customer waits
                                               Customer feels
                                                 cared for
                                                                     Customer
                                                                  receivers order




             Dinner menu                        Conversation       Hamburger




             Server records                    Server checks on   Server delivers
             order on iPad                        customer          hamburger




              Chef receives                                       Chef delivers
            order and makes                                       hamburger to
                 burger                                              server



             Order system
                iPad app
              Hamburger
              ingredients

                                                                                    22
23
http://tinyurl.com/cdw6ya

                            24
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




                                                                                                                                                                                           25
Purpose
Provide a human-centered perspective
Prototype the service
Visualize all the pieces
Communicate across silos
Prioritize projects


                                       26
Blueprinting Activity
60 Minutes
Paper & Post-Its




                        27
Example   Customer orders
           a hamburger
                            Customer waits
                                             Customer feels
                                               cared for
                                                                   Customer
                                                                receivers order




           Dinner menu                        Conversation       Hamburger




           Server records
                                             Server checks on   Server delivers
              order on
                                                customer          hamburger
              Notepad




                             Server enters     Chef receives    Chef delivers
                              order into     order and makes    hamburger to
                                system            burger           server




                                               Hamburger
                            Order system
                                               ingredients


                                                                                  28
Tips
Determine your scale
               Service journey




                            blueprint
   blueprint




                blueprint



                                 blueprint




                                             30
Decide your fidelity
       Post its




                        excel




          illustrator




                                31
Start, stop, continue



                          gap



current state blueprint         future state blueprint




                                                         32
Orchestrate implementation
                    single touchpoint




       Coordinated touchpoints




                                        33
Work with others



                          marketing
process engineering

                                            business




                              change management
             Technology

                                                       34
e Future of Blueprints
36
Dialing IBM-HELP to get assistance with Lotus Notes
                                        Carrie Chan | IBM T.J Watson Research Center, Hawthorne NY | 6.15.07
                                        Blueprinting ideas v.4
               service evidence




                                                   problem with Lotus                                                                                                                                                                                                                                                                                                                                                         Lotus Notes           Ticket number
                                                   Notes Mail and                                                                                                                                                                                                                                                                                                                                                             Mail and
                                                   Calendar syncing                                                                                                                                                                                                                                                                                                                                                           Calendar syncing
                                                                                                                                                                                                                                                                                                                                                                                                                              works
               customer steps




                                                            DIAL                                                NAVIGATE PRE-RECORDED MENU                                                         TALK TO AGENT                                                            WAIT                                                                                     FOLLOW AGENT’S STEPS TO SOLVE PROBLEM                      PROBLEM                                  HANG UP?
                                                                                                                                                                                                                                                                                                                                                                                                                                 SOLVED




                                    hazard line




                                                     Dislike calling call centers                                                                                                                                                                                       how long am i being
   onstage




                                                                                                                                                                                                                                                                        put on hold for?
                                                                                                                                                     i’m pressing ‘3’ and
                                                                                                                                                     nothing is happening...




                                                                                                                    6D1511 is before
                                                                                                                    6A1511 in the menu
                                                                                                                    choices... did I hear                                                                                                                                                                                                                                    is he even listening to
                                                                                                                    6D1511 correctly?                                                                                                                                                                                                                                        me? he seems to be                                                                    what is a ticket number?
                                                                                                                                                                                                                                                                                                                              he’s assuming i know all the                   typing a lot. and not
               customer’s journey




                                                                                                                                                                                                                                                                                                                              IBM language even though I’ve                  paying attention.
                                                                                                                                                                                                                                                                                                                              repeatedly told him I was new
                                                                                                                                                                                                                                                                                                  finally, the agent is back   he’s talking really fast
                                                                                                                                                                                    he’s apologizing for soft-
                                                                                                                                                                                    ware malfunction - is this
                                                                                                                                                                                    the same problem i was
                                                                                                                                                                                    just having? or should i be
                                                                                                                                                                                    worrying about something
                                                                                                                                                                                    else?




                                                                                                                                                                                                                                                                                                                                                                                                                                 he solved the
                                                                                                                                                                                                                                                                                                                                                                                                                                 problem!




line of of visibility
  area visibility
           representative
           service




                                                                                    Give introductory speech.    Ask for employee serial    Present customer with menu options to   Introduce yourself.           Ask customer what         Look up information regarding                       Ask what error message        Proceed to follow steps outlined in documentation.                                              Confirm that the       Ask customer to write down the ticket number.
                                                                                                                 number.                    redirect call.                          Apologize for software        problem they’re having.   Lotus Notes Mail and Calendar                       the customer is getting.                                                                                                      customer’s problem    Email this ticket number to the customer.
               script




                                                                                                                                                                                    malfunction.                                            syncing on database.                                                                                                                                                              is solved.
                                                                                                                                            Redirect call after customer inputs a                                                                                                                                                                                                                                                                   Thank customer for calling IBM HELP.
                                                                                                                                            choice.                                 Ask if they are on or                                                                                                                                                                                                                     Ask if the customer
                                                                                                                                                                                    off site.                                                                                                                                                                                                                                 has any other
                                                                                                                                                                                                                                                                                                                                                                                                                              problems.
               provider’s steps
   backstage




                                                   WAIT FOR CALL                                                DIRECT CALL TO PROPER DEPT.                                         INTRODUCTION                  GET PROBLEM                              FIND SOLUTION TO PROBLEM                                                                                         WALK CUSTOMER THROUGH PROBLEM SOLUTION            CONCLUDE                          GIVE TICKET NUMBER
            application
            backstage
            processes




                                                                                            P                               P                                  P                             P                             P                                            P           P                      P                                P                                         P                               P   P          P                                      P
            support




                                    implementation                                                                                          account executives                                                                                                       product executives (BTO)                                                                                           operational executives (SO)




thinkcarrie.com
Living with Complexity, Donald Norman


                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    37
http://bit.ly/SK4HHU
Damaris Sepulveda | @shizada


                               38
Extra tip: Play!




                   39
ese activities will help you...

              Design across
              touchpoints

              Design across
              channels

              Design across
              experiences

              meet the future
              needs of design
                                   40
ank you!
CONTACT                              RESOURCES

JARED COLE                           SERVICE DESIGN NETWORK
jared@adaptivepath.com | @coffeekid   service-design-network.org

JAMIN HEGEMAN                        SERVICE DESIGN TOOLS
jamin@adaptivepath.com | @jamin      servicedesigntools.org

                                     DESIGN FOR SERVICE
                                     designforservice.wordpress.com

                                     SERVICE DESIGN DRINKS AND EVENTS
                                     servicedesigning.org

                                     SF SERVICE DESIGN DRINKS
                                     @servicedesignsf




                                                                        42

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Service Storming and Dragon Lines

  • 1. SERVICE STORMING AND DRAGON LINES (From Acting to Action) Jared Cole | @coffeekid Jamin Hegeman | @jamin
  • 2. SCHEDULE 2:00-2:15 Introduction 2:15-3:15 Acting 3:15-3:30 Discussion 3:30-3:45 Break 3:45-4:00 Service Blueprint Overview 4:00-5:00 Service Blueprint Exercise 5:00-5:30 Q&A 2
  • 3. ey used to only ask for this. 3
  • 5. CHALLENGE How do we use our design skills to help organizations orchestrate experiences and interactions across touchpoints and time? 5
  • 7. Service Storming A collaborative activity, focused on the generation of new service experience concepts through acting. 7
  • 8. 8
  • 9. Science of Service Storming Engaging in physical expression activates different parts of your brain, helping you to think in new ways. 9
  • 10. Art of Service Storming Service delivery is a performance. If your performance connects with the audience, you might be on to something. 10
  • 11. e Rules No Sitting. No Pitching. 11
  • 12. Experience Principles Hidden Treasure Ideal state. What if... 10 minutes Voting Booth Voting | Taxes | DMV Think across space, time, + products, and people. Act it Out Day Spa 20 minutes 3 scenes 3 touchpoints 2 minutes 12
  • 13. How can this help me? 13
  • 14. Break
  • 16. Dragon Lines To determine feng shui, the ancient Chinese would run down a hill to find the natural flow. We are going to map that flow through service blueprinting. 16
  • 17. SERVICE BLUEPRINT A blueprint is an operational tool that describes the nature and the characteristics of the service interaction in enough detail to verify, implement, and maintain it. 17
  • 18. 134 Harvard Business Review January-February 1984 Exhibit I Blueprint for a comer shoeshine StarKlard Brush execution time shoes 2 minutes Total acceptable execution time 5 minutes Une of Faciiitating services vialblllty and products Not seen Select by customer and purchase but necessary supplies to perfonnance There are several reasons for the lack of Good and lasting service management requires muc h analytical service systems designs. Services are more. Better service design provides the key to market unusual in that they have impact, but no form. Like success, and more important, to growth. 18 light, they
  • 19. Where in the process? research Ideation Journey Storyboard Blueprint Touchpoints 19
  • 20. Building Blocks Customer Actions Touchpoints Staff Actions Line of Visibility Back Stage Staff Support Processes Time 20
  • 21. Example Customer orders a hamburger Customer waits Customer feels cared for Customer receivers order Dinner menu Conversation Hamburger Server records Server checks on Server delivers order on customer hamburger Notepad Server enters Chef receives Chef delivers order into order and makes hamburger to system burger server Hamburger Order system ingredients 21
  • 22. Iteration Customer orders a hamburger Customer waits Customer feels cared for Customer receivers order Dinner menu Conversation Hamburger Server records Server checks on Server delivers order on iPad customer hamburger Chef receives Chef delivers order and makes hamburger to burger server Order system iPad app Hamburger ingredients 22
  • 23. 23
  • 25. 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 25
  • 26. Purpose Provide a human-centered perspective Prototype the service Visualize all the pieces Communicate across silos Prioritize projects 26
  • 28. Example Customer orders a hamburger Customer waits Customer feels cared for Customer receivers order Dinner menu Conversation Hamburger Server records Server checks on Server delivers order on customer hamburger Notepad Server enters Chef receives Chef delivers order into order and makes hamburger to system burger server Hamburger Order system ingredients 28
  • 29. Tips
  • 30. Determine your scale Service journey blueprint blueprint blueprint blueprint 30
  • 31. Decide your fidelity Post its excel illustrator 31
  • 32. Start, stop, continue gap current state blueprint future state blueprint 32
  • 33. Orchestrate implementation single touchpoint Coordinated touchpoints 33
  • 34. Work with others marketing process engineering business change management Technology 34
  • 35. e Future of Blueprints
  • 36. 36
  • 37. Dialing IBM-HELP to get assistance with Lotus Notes Carrie Chan | IBM T.J Watson Research Center, Hawthorne NY | 6.15.07 Blueprinting ideas v.4 service evidence problem with Lotus Lotus Notes Ticket number Notes Mail and Mail and Calendar syncing Calendar syncing works customer steps DIAL NAVIGATE PRE-RECORDED MENU TALK TO AGENT WAIT FOLLOW AGENT’S STEPS TO SOLVE PROBLEM PROBLEM HANG UP? SOLVED hazard line Dislike calling call centers how long am i being onstage put on hold for? i’m pressing ‘3’ and nothing is happening... 6D1511 is before 6A1511 in the menu choices... did I hear is he even listening to 6D1511 correctly? me? he seems to be what is a ticket number? he’s assuming i know all the typing a lot. and not customer’s journey IBM language even though I’ve paying attention. repeatedly told him I was new finally, the agent is back he’s talking really fast he’s apologizing for soft- ware malfunction - is this the same problem i was just having? or should i be worrying about something else? he solved the problem! line of of visibility area visibility representative service Give introductory speech. Ask for employee serial Present customer with menu options to Introduce yourself. Ask customer what Look up information regarding Ask what error message Proceed to follow steps outlined in documentation. Confirm that the Ask customer to write down the ticket number. number. redirect call. Apologize for software problem they’re having. Lotus Notes Mail and Calendar the customer is getting. customer’s problem Email this ticket number to the customer. script malfunction. syncing on database. is solved. Redirect call after customer inputs a Thank customer for calling IBM HELP. choice. Ask if they are on or Ask if the customer off site. has any other problems. provider’s steps backstage WAIT FOR CALL DIRECT CALL TO PROPER DEPT. INTRODUCTION GET PROBLEM FIND SOLUTION TO PROBLEM WALK CUSTOMER THROUGH PROBLEM SOLUTION CONCLUDE GIVE TICKET NUMBER application backstage processes P P P P P P P P P P P P P P support implementation account executives product executives (BTO) operational executives (SO) thinkcarrie.com Living with Complexity, Donald Norman 37
  • 40. ese activities will help you... Design across touchpoints Design across channels Design across experiences meet the future needs of design 40
  • 41. ank you! CONTACT RESOURCES JARED COLE SERVICE DESIGN NETWORK jared@adaptivepath.com | @coffeekid service-design-network.org JAMIN HEGEMAN SERVICE DESIGN TOOLS jamin@adaptivepath.com | @jamin servicedesigntools.org DESIGN FOR SERVICE designforservice.wordpress.com SERVICE DESIGN DRINKS AND EVENTS servicedesigning.org SF SERVICE DESIGN DRINKS @servicedesignsf 42