UX Week 2012 workshop that focuses on two service design tools: service storming and blueprinting

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
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3. ey used to only ask for this.
3

4. now they
want more!
4

5. CHALLENGE
How do we use our design
skills to help organizations
orchestrate experiences and
interactions across
touchpoints and time?
5

6. Service Storming

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.
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10. Art of Service Storming
Service delivery is a performance.
If your performance connects
with the audience, you might be
on to something.
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11. e Rules
No Sitting. No Pitching.
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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
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13. How can this help me?
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14. Break

15. Dragon Lines

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.
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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.
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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
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20. Building Blocks
Customer Actions
Touchpoints
Staff Actions
Line of Visibility
Back Stage Staff
Support Processes
Time
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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
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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
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23. 23

24. http://tinyurl.com/cdw6ya
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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
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26. Purpose
Provide a human-centered perspective
Prototype the service
Visualize all the pieces
Communicate across silos
Prioritize projects
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27. Blueprinting Activity
60 Minutes
Paper & Post-Its
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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
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33. Orchestrate implementation
single touchpoint
Coordinated touchpoints
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34. Work with others
marketing
process engineering
business
change management
Technology
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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
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38. http://bit.ly/SK4HHU
Damaris Sepulveda | @shizada
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39. Extra tip: Play!
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40. ese activities will help you...
Design across
touchpoints
Design across
channels
Design across
experiences
meet the future
needs of design
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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
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