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CONTENT STRATEGY IN
SERVICE DESIGN
2
HANDLES AND HASHTAGS
Twitter:
@Fjord
@ContentSoCal
Instagram:
@Fjordnet
#FjordLA
Ice Breaker
4
our perspective
CONTENT STRATEGY NEEDS SERVICE DESIGN.
5
SERVICE DESIGN NEEDS CONTENT STRATEGY.
6
WHY?
7
WE LIVE IN A SERVICE ECONOMY.
8
AND SH*T IS GETTING MORE COMPLEX.
9
WE HAVE MORE AND MORE TOUCHPOINTS.
10
AND MORE SYSTEMS.
11
AND “LIQUID” EXPECTATIONS.
12
AND A CRAPLOAD OF MEDIOCRE CONTENT …
13
THAT DOESN’T REALLY MEET THE NEEDS OF
THE USERS OR SERVICE PROVIDERS.
14
15
HOW DO WE DESIGN SERVICE EXPERIENCES THAT
MEET OUR LIQUID EXPECTATIONS …
AND INTEGRATE ALL THESE SYSTEMS …
ACROSS ALL T...
THROUGH CONTENT STRATEGY AND
SERVICE DESIGN.
16
17
ELEMENTS OF
CONTENT STRATEGY &
SERVICE DESIGN
What Is
Content Strategy?
Content strategy
Content marketing strategy
Copywriting
Newsletters, articles or blog posts (or the production of any othe...
“planning for the
creation, delivery and
governance of useful,
usable content”
Using the right people,
tools, processes an...
21
editorial
architecture
people
process
governance
Most people think of content as:
Website / app content
•  Text copy
•  Images
•  Videos
•  Diagrams
•  Animations
•  Infog...
But it’s also …
A conversation between a service provider and customer
Claims forms
Bills
Internal manuals (e.g. call cent...
What Is Service Design?
The planning and organization of people, infrastructure,
communications and touchpoints needed to facilitate
successful se...
THE FRONTSTAGE
LINE OF VISIBILITY
THE BACKSTAGE
27
people
product
place
process
performance
“When you have two coffee shops right next each other, and each sells
the exact same coffee at the exact same price, service...
Content Strategy
Service Design
ANATOMY OF A SERVICE
Content is created and consumed by people, but it
is managed through the same complex web of
backstag...
THE UBER FRONTSTAGE
THE UBER BACKSTAGE
User	DB	 Loca,on	Tracking	 Maps		/	Direc,ons	 Ride	Analy,cs	 Big	Data	Capture	 Paym...
32
33
Destination screenshot	
Driver
CONTENT STRATEGY WITHIN THE UBER FRONTSTAGE
User	DB	 Loca,on	Tracking	 Analy,cs	/	
repor,ng	tools	
Payment	Gateway		
(PayPal)	
Peer	review	system	
Systems / Technolog...
36
Back to our perspective
CONTENT STRATEGY NEEDS SERVICE DESIGN.
37
SERVICE DESIGN NEEDS CONTENT STRATEGY.
38
WHY?
39
WE LIVE IN A SERVICE ECONOMY.
40
AND THAT SERVICE ECONOMY IS ONLY GOING
TO GROW.
41
CONTENT IS WHAT FACILITATES A SERVICE.
42
CONTENT STRATEGY IS THE MECHANISM THAT
ENABLES THAT SERVICE TO BE DELIVERED
HOLISTICALLY AND CONSISTENTLY.
43
IT IS WHAT MAKES OR BREAKS A SERVICE.
44
LET’S LOOK AT AN EXAMPLE.
45
46
SERVICES GONE BAD.
47
48
51
AMERICAN AIRLINES SERVICE FAILS
1.  Seat selection online didn’t save due to “glitch” in the system. AA suggests I rese...
AIR TRAVEL TOUCHPOINTS
During
After
Before
*Not comprehensive
AIR TRAVEL TOUCHPOINTS
During
After
Before
x x x
x
x
x
x
xxxx
x
x
*Not comprehensive
SERVICES + CONTENT STRATEGY GONE GOOD.
58
59
60Kiosk: Check-in app
VA Rep:
Conversation
Branding:
Mood lighting & red tape Digital Signage:
Wayfinding
Physical Signage:...
AT THE GATE FLIGHT DISPLAY
Flight Status
Date & Time
Destination
weather
VA Rep
customizable
message
Flight Information
Br...
62
Paper menu &
safety info
“Red” (IFE system)
Content: movie,
drink & food menu,
games, chat
Plane signs
Content:
wayfindi...
63
Copywriting
Microcopy
Navigation labels
CTA buttons
64
Times Square Display
Content: Safety videoPOST-FLIGHT
AIR TRAVEL TOUCHPOINTS
During
After
Before
*Not comprehensive
AIR TRAVEL TOUCHPOINTS
During
After
Before
*Not comprehensive
67
Service	
Design	
Content	
Strategy	
WHEN SERVICES GET IT RIGHT
When you have two coffee shops airlines right next each other,
and each sells the exact same coffee itinerary at the exact s...
69
Methods to our madness
DESIGNING SERVICE EXPERIENCES
DeliverDiscover Define Develop
Ethnographic	research		
Content	
landscape	
analysis		
Journey...
71
activity
You have been tasked with reimagining the service experience of a Meetup
event. The goal is to ideate on how to holistical...
Assign 1 person in your group to be “storyteller” and 1 person to be the
“interviewer.”
•  STORYTELLER (1 person): Describ...
1.  One by one, combine each notetaker’s Post-its into one diagram, grouping
similar ideas together.
2.  Collaborate as gr...
1.  Using the documented research as guidance, identify each stage of the
Current State user journey.
2.  Identify the use...
Take a moment to find your group and introduce yourself to your
teammates.
LET’S GET INTO GROUPS
77
Group share
Content Strategy:
Books:
•  Content Strategy Toolkit
•  Enterprise Content Strategy: A Project Guide
•  Content Everywhere...
“If something is important enough, you should try,
even if the probable outcome is failure.”
- Elon Musk
FINAL THOUGHTS
80
THANK YOU
Content Strategy in Service Design
Content Strategy in Service Design
Content Strategy in Service Design
Content Strategy in Service Design
Content Strategy in Service Design
Content Strategy in Service Design
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Content Strategy in Service Design

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This deck was presented at the "Content Strategy in Service Design" event, hosted by Fjord, a global design and innovation consultancy, and the Content Strategy Southern California group.

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Content Strategy in Service Design

  1. 1. CONTENT STRATEGY IN SERVICE DESIGN
  2. 2. 2 HANDLES AND HASHTAGS Twitter: @Fjord @ContentSoCal Instagram: @Fjordnet #FjordLA
  3. 3. Ice Breaker
  4. 4. 4 our perspective
  5. 5. CONTENT STRATEGY NEEDS SERVICE DESIGN. 5
  6. 6. SERVICE DESIGN NEEDS CONTENT STRATEGY. 6
  7. 7. WHY? 7
  8. 8. WE LIVE IN A SERVICE ECONOMY. 8
  9. 9. AND SH*T IS GETTING MORE COMPLEX. 9
  10. 10. WE HAVE MORE AND MORE TOUCHPOINTS. 10
  11. 11. AND MORE SYSTEMS. 11
  12. 12. AND “LIQUID” EXPECTATIONS. 12
  13. 13. AND A CRAPLOAD OF MEDIOCRE CONTENT … 13
  14. 14. THAT DOESN’T REALLY MEET THE NEEDS OF THE USERS OR SERVICE PROVIDERS. 14
  15. 15. 15 HOW DO WE DESIGN SERVICE EXPERIENCES THAT MEET OUR LIQUID EXPECTATIONS … AND INTEGRATE ALL THESE SYSTEMS … ACROSS ALL THESE TOUCHPOINTS … WITHOUT RELYING ON MORE MEDIOCRE CONTENT?
  16. 16. THROUGH CONTENT STRATEGY AND SERVICE DESIGN. 16
  17. 17. 17 ELEMENTS OF CONTENT STRATEGY & SERVICE DESIGN
  18. 18. What Is Content Strategy?
  19. 19. Content strategy Content marketing strategy Copywriting Newsletters, articles or blog posts (or the production of any other pieces of content) Managing writers Editing Voice and tone guidelines (or any set of artifacts — these are tactical outcomes of content strategy) AN IDENTITY CRISIS
  20. 20. “planning for the creation, delivery and governance of useful, usable content” Using the right people, tools, processes and systems to effectively manage it across all touchpoints. Content Strategy is
  21. 21. 21 editorial architecture people process governance
  22. 22. Most people think of content as: Website / app content •  Text copy •  Images •  Videos •  Diagrams •  Animations •  Infographics •  CTA buttons •  Related content modules •  FAQs and Terms & Conditions •  Navigation labels and form field labels •  Error messages, alerts, notifications, confirmations •  Hover text and help text WHAT IS CONTENT? Macro content Micro content
  23. 23. But it’s also … A conversation between a service provider and customer Claims forms Bills Internal manuals (e.g. call center how-to guides) Internal workaround documentation from employee (e.g. sticky notes about boilerplate answers) An SMS text message Physical signage Printouts (e.g. boarding passes, concert tickets, etc.) Contracts, licenses and coverage policies Email or direct mail Satisfaction surveys Voice command Audio Music WHAT IS CONTENT?
  24. 24. What Is Service Design?
  25. 25. The planning and organization of people, infrastructure, communications and touchpoints needed to facilitate successful services. It strategically addresses the complexity of today’s multitouchpoints in terms of human experiences. SERVICE DESIGN IS
  26. 26. THE FRONTSTAGE LINE OF VISIBILITY THE BACKSTAGE
  27. 27. 27 people product place process performance
  28. 28. “When you have two coffee shops right next each other, and each sells the exact same coffee at the exact same price, service design is what makes you walk into one and not the other.” SERVICE DESIGN DONE WELL
  29. 29. Content Strategy Service Design
  30. 30. ANATOMY OF A SERVICE Content is created and consumed by people, but it is managed through the same complex web of backstage systems and processes. Content is experienced through touchpoints. A piece of content may exist on only only one touchpoint, or it may travel between touchpoints. The sum of this content across all touchpoints comprises a content experience. How well this content works — or doesn’t work — across the entire ecosystem affects the quality of the service experience. The quality of the service experience directly relates to the quality of the brand. CONTENT WITHIN A SERVICE Services come to life through people, but they’re dependent on a complex web of backstage systems and processes. People interact with a service via touchpoints. The sum of all of these touchpoints comprises a service experience. The perception of the service experience directly relates to the perception of the brand.
  31. 31. THE UBER FRONTSTAGE THE UBER BACKSTAGE User DB Loca,on Tracking Maps / Direc,ons Ride Analy,cs Big Data Capture Payment Gateway Peer Review System User Driver Touchpoints Actors LINE OF VISIBILITY
  32. 32. 32
  33. 33. 33
  34. 34. Destination screenshot Driver CONTENT STRATEGY WITHIN THE UBER FRONTSTAGE
  35. 35. User DB Loca,on Tracking Analy,cs / repor,ng tools Payment Gateway (PayPal) Peer review system Systems / Technology Content team People CMS & DAM APIs Push no,fica,ons service Guidelines Content Workflows Content assets Content requirements Taxonomies Strategies Analy,cs Stakeholders Customer service reps Uber employees Marke,ng plaNorms Training manuals Metadata Governance plans CONTENT STRATEGY WITHIN THE UBER BACKSTAGE
  36. 36. 36 Back to our perspective
  37. 37. CONTENT STRATEGY NEEDS SERVICE DESIGN. 37
  38. 38. SERVICE DESIGN NEEDS CONTENT STRATEGY. 38
  39. 39. WHY? 39
  40. 40. WE LIVE IN A SERVICE ECONOMY. 40
  41. 41. AND THAT SERVICE ECONOMY IS ONLY GOING TO GROW. 41
  42. 42. CONTENT IS WHAT FACILITATES A SERVICE. 42
  43. 43. CONTENT STRATEGY IS THE MECHANISM THAT ENABLES THAT SERVICE TO BE DELIVERED HOLISTICALLY AND CONSISTENTLY. 43
  44. 44. IT IS WHAT MAKES OR BREAKS A SERVICE. 44
  45. 45. LET’S LOOK AT AN EXAMPLE. 45
  46. 46. 46
  47. 47. SERVICES GONE BAD. 47
  48. 48. 48
  49. 49. 51 AMERICAN AIRLINES SERVICE FAILS 1.  Seat selection online didn’t save due to “glitch” in the system. AA suggests I reserve via phone next time; when I do, rep sends me back to Web to avoid paying a fee 2.  Forced to check carry-on, though I had priority boarding and was among first to board 3.  Flight attendants arguing in back of plane 4.  Ran out of food on a 8 p.m. flight during first round of in-flight service 5.  2 diff. reps told me different information regarding status challenge fees, resulting in me overpaying. 6.  Flight delayed 4x, extremely rude rep at gate 7.  Wi-Fi went out for half of flight duration during cross-country flight CONTENT AND SERVICE FAIL CONTENT AND SERVICE FAIL SERVICE FAIL CONTENT AND SERVICE FAIL CONTENT AND SERVICE FAIL SERVICE FAIL CONTENT AND SERVICE FAIL
  50. 50. AIR TRAVEL TOUCHPOINTS During After Before *Not comprehensive
  51. 51. AIR TRAVEL TOUCHPOINTS During After Before x x x x x x x xxxx x x *Not comprehensive
  52. 52. SERVICES + CONTENT STRATEGY GONE GOOD. 58
  53. 53. 59
  54. 54. 60Kiosk: Check-in app VA Rep: Conversation Branding: Mood lighting & red tape Digital Signage: Wayfinding Physical Signage: Wayfinding & instructions CHECK-IN COUNTER
  55. 55. AT THE GATE FLIGHT DISPLAY Flight Status Date & Time Destination weather VA Rep customizable message Flight Information Branding
  56. 56. 62 Paper menu & safety info “Red” (IFE system) Content: movie, drink & food menu, games, chat Plane signs Content: wayfinding IN-FLIGHT Branding: Mood lighting Passengers Content: conversation Drinks & snacks
  57. 57. 63 Copywriting Microcopy Navigation labels CTA buttons
  58. 58. 64 Times Square Display Content: Safety videoPOST-FLIGHT
  59. 59. AIR TRAVEL TOUCHPOINTS During After Before *Not comprehensive
  60. 60. AIR TRAVEL TOUCHPOINTS During After Before *Not comprehensive
  61. 61. 67 Service Design Content Strategy WHEN SERVICES GET IT RIGHT
  62. 62. When you have two coffee shops airlines right next each other, and each sells the exact same coffee itinerary at the exact same price, service design + content strategy is what makes you walk into choose one and not the other — over and over again. WHEN SERVICES GET IT RIGHT
  63. 63. 69 Methods to our madness
  64. 64. DESIGNING SERVICE EXPERIENCES DeliverDiscover Define Develop Ethnographic research Content landscape analysis Journey maps (w/ content) Service blueprint Compe<<ve audit Content ecosystem Prototyping Content audit Service roadmapping Desirability tes<ng Personas (w/ content) Change management plans Content / message tes<ng Performance Assessment CMS documenta<on Guidelines Ongoing tes<ng Stakeholder interviews Storymapping Comps
  65. 65. 71 activity
  66. 66. You have been tasked with reimagining the service experience of a Meetup event. The goal is to ideate on how to holistically improve the service experience through content. Using tonight’s experience as a starting point, we’ll guide you through two activities to gather research and map the user journey. THE BRIEF
  67. 67. Assign 1 person in your group to be “storyteller” and 1 person to be the “interviewer.” •  STORYTELLER (1 person): Describe the process of getting to today’s Meetup. Walk through every step in excruciating detail.* •  INTERVIEWER (1 person): Ask the storyteller open-ended questions about the process. Keep the conversation going. (“Yes, And …” may come in handy!) •  NOTETAKERS (Rest of group): Using Post-its, document the details from the story. Keep it to 1 idea per Post-It. DIRECTED STORYTELLING (5 MIN.)
  68. 68. 1.  One by one, combine each notetaker’s Post-its into one diagram, grouping similar ideas together. 2.  Collaborate as group to agree on clusters and then name the clusters. 3.  Vote on the top three themes from the clusters that could differentiate the service experience if it was reimagined. AFFINITY DIAGRAM (5 MIN.)
  69. 69. 1.  Using the documented research as guidance, identify each stage of the Current State user journey. 2.  Identify the user’s actions, touchpoints, thoughts/emotions and any other relevant stakeholders. 3.  Identify the frontstage content elements -- content needs, content types and formats, channels and key messages. 4.  IF TIME PERMITS: Focus on one or two areas of opportunity that would improve the experience. UNDERSTAND THE USER JOURNEY (15 MIN)
  70. 70. Take a moment to find your group and introduce yourself to your teammates. LET’S GET INTO GROUPS
  71. 71. 77 Group share
  72. 72. Content Strategy: Books: •  Content Strategy Toolkit •  Enterprise Content Strategy: A Project Guide •  Content Everywhere   Organizations / Communities: •  Content Strategy Alliance: contentstrategyalliance.com •  Content Strategy Forum: csf.community •  Content Strategy Google+: https://plus.google.com/1037193103554866816 Other Awesome Books: •  The User’s Journey: Storymapping Products That People Love •  Design for Real Life RECOMMENDED RESOURCES / THANK YOU’S Service Design: Books: •  Service Design: From Insight to Implementation  •  This is Service Design Thinking: Basics-Tools-Cases  •  The Service Innovation Handbook     Organizations / Communities: •  Service Design Network: service-design-network.org •  Service Design Tools: servicedesigntools.org •  Service Design Books: servicedesignbooks.org Special Thanks: Special thanks to The Noun Project for the icons as well as the the LA User Experience and Service Design meetups for cross-promoting this event.
  73. 73. “If something is important enough, you should try, even if the probable outcome is failure.” - Elon Musk FINAL THOUGHTS
  74. 74. 80 THANK YOU
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This deck was presented at the "Content Strategy in Service Design" event, hosted by Fjord, a global design and innovation consultancy, and the Content Strategy Southern California group.

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