Service vision frameworks and toolkits contain a set of elements that, when creating a new service or improving a current service, helps teams within on organisation identify opportunities to create seamless joined-up customer experiences that make the most of every engagement channel, and help measure whether their ideas will deliver on the desired customer experience. The framework contains a set of actionable service principles and guidelines, distilled from customer insights. that provide a blueprint for customer’s expectations of the service delivery experience. It helps teams place their ideas within the broader service system allows them to see its relationship to and impact on other services to which may be connected, and evolve these ideas using a customer-centred approach. The toolkits continue to be used to frame challenges and communicate intentions to others within the organisation from the eyes of the customer.

1. Service frameworks
and toolkits:
Making design artefacts actionable
Sarah Stokes
@_sarah_lucy
Karina Smith
@kreategirl
@meldstudios

2. Service frameworks and toolkits: Making design artefacts actionable
What we’ll cover today:
Why:
The external and internal
influences that surface the need
What:
The elements and purpose
of the artefacts
How:
The process and people
that make it happen
Use:
How the artefacts are
being used in the organisation
Key takeaways:
Checklist, principles and learning

3. Service frameworks and toolkits: Making design artefacts actionable
Title Text
Why:
Frameworks and toolkits

4. Service frameworks and toolkits: Making design artefacts actionable
The problem space: external influence
BRANCH
Technology
& industry
disruption
Changes in
need &
behaviourIncreased
customer
expectation

5. Service frameworks and toolkits: Making design artefacts actionable
Overarching business vision
Service strategy & execution
Overarching customer needs & expectations
Customer
segment needs
expectations
Banker needs &
expectations
Customer
tasks
The problem space: internal influence

6. Original intent:
To transform service experiences
and measure success.
Outcome:
To bring people together to create
a shared understanding of the
customer needs and expectations
in context of the organisation.

7. Service frameworks and toolkits: Making design artefacts actionable
Title Text
What:
Frameworks and toolkits

8. Service frameworks and toolkits: Making design artefacts actionable
What the framework and toolkits do:
Understand what
is known
• Synthesis of
existing research.
• Shared view of
customer needs
and expectations.
Identify
opportunities
•Opportunities for
service reform
emerge from
seeing the key
moments, gaps,
pain points in the
customer’s current
journey.
Develop &
test ideas
• From the
opportunities ideas
are generated, and
tested against the
articulated
understanding of
the customer need.
• Refined ideas are
then taken out to
customers and
refined.
Communicate
ideas
• A language and
framework from
which to
communicate your
ideas and their
benefit to the
customer and the
organisation.

9. Service frameworks and toolkits: Making design artefacts actionable
Elements: service frameworks and toolkits
Framework
1 Customer lifecycle, needs and goals
2 Key customer types
3 Principles & guidelines
4 Examples of guidelines brought to life
5 Humanising variables
6 The customer experience within a system
Toolkit
7 Simplified design tools

10. Service frameworks and toolkits: Making design artefacts actionable
1: The customer lifecycle, needs, goals
Sub-phase
Phase description
PHASE
Future customer experience. What will the customer say?
What we know. The current custome experience
ADDITIONAL OUTCOMES FOR KEY CUSTOMER TYPES
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CUSTOMER CONTEXT
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CURRENT STATE PAIN POINTS
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“Quote from the
customer.”
Guidelines Future experience
Challenging assumptions
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volutpat. Principle
Customer type
•There are options available for me as an
emerging business
•Westpac were there right from the start to help
me grow my understanding of how to best
manage my business finances
•I feel assured that I’m doing the right thing
Customer type
•I have options to help me be more efficient that
are just an extension of my current service
Supporting research 6,9,21,26,32,48
What’s important for
customers at this stage

11. Service frameworks and toolkits: Making design artefacts actionable
What is the scope of the
customer cohort?
What are the universal needs
of all customers in this phase?
Do particular customer types
have distinctive needs?
2: Key customer types

12. Service frameworks and toolkits: Making design artefacts actionable
In this context the principles are general
truisms based on customer feedback.
The guidelines are more specific and can
be used to measure against.
3: Principles & guidelines
Principle Guidelines

13. Service frameworks and toolkits: Making design artefacts actionable
The expression of the service will
depend on the what the customer
is trying to achieve at any given
time, their perceptions and
previous experience.
4: Contextual lenses
Emotions
Complexity
Frequency
Time & location
Channel

14. Service frameworks and toolkits: Making design artefacts actionable
5: The customer experience within a system
external
interactions
How and where the organisation
and the customer meet
experiences
What the customer takes away
from the interaction(s)
touchpoints
Key moments in the interaction
between organisation and customer
internal
systems
Technology and infrastructure
that a company relies upon to operate
channels
Medium with which the organisation
communicates with their customers
process
Ways of working. The policies that
guide how the business is run
Service design diagram by Meld Studios is licensed under a Creative Commons Attribution-NoDerivs 3.0 Unported License © 2012 Meld Studios - http://www.meldstudios.com.au

15. Service frameworks and toolkits: Making design artefacts actionable
Current state
• Understand the context
• Map the service journey
• Identify existing programs of work
Future state
• Use the guidelines to transform the
service
• Prioritisation
• Identify organisational enablers
7: Simplified design tools

16. Service frameworks and toolkits: Making design artefacts actionable
Title Text
How:
Frameworks and toolkits

17. Service frameworks and toolkits: Making design artefacts actionable
The process: who’s involved
Sponsor(s) & stakeholders
• Identify influencers, disrupters, champions, derailers
• Stakeholders have individual agendas - stay true to
the project intent.
• Managing stakeholders through design process - need
to build trust in each other the process, and that you
will get there.
Practitioner lead - translator - broker
• Actively listen to understand and uncover needs
• Don't say no to suggestions - say yes and... build trust
and collaboration
• We don’t all think the same - cross functional, diverse
audience
Practitioner team & customers
• Designers - be the voice of the customer and the staff
• Customers
• You are aligned in what you are trying to achieve at
each step
of the way (provocateur)

18. Service frameworks and toolkits: Making design artefacts actionable
The process: what’s important
1. Setting up
• Identify influencers, disrupters, champions, derailers
• Framing question (brief) - focus on business need, not
expected outcome
• Governance - who's the one person to guide
• Operating rhythm - set up a regular catch up and frequent
check ins
2. Creation
•Work with the teams who will use the frameworks and
toolkits to understand what they need. Test the toolkit
concept with users through design jams and real life
examples
•Test your thinking with customers
•Externalise the thinking - the best chance of success
comes with sharing often and early. Stakeholders are busy,
need a place for ad-hoc drop-ins. We don’t like surprises!
We want people to be yawning by the final presentation.

19. Service frameworks and toolkits: Making design artefacts actionable
Title Text
Use:
Frameworks and toolkits

20. Service frameworks and toolkits: Making design artefacts actionable
Strategic direction
• Service focus
• The basis for future service
designs
• Aligns minds around focus
areas in light of the entire
service
A solid start
•A ready understanding of
customer needs in context
•Reusable elements to create
deliverables
Measurement
• Guidelines and principles
become a checklist
Use: in the wild

21. Service frameworks and toolkits: Making design artefacts actionable
Use: content creation
Before After

22. Service frameworks and toolkits: Making design artefacts actionable
Use: future state envisioning

23. Service frameworks and toolkits: Making design artefacts actionable
Title Text
Key takeaways:
Frameworks and toolkits

24. Service frameworks and toolkits: Making design artefacts actionable
Checklist: for creating frameworks and toolkitsChecklist: for creating frameworks and toolkits
1. Have a clear guiding statement
2. Focus on the need or problem, not the solution or outputs
3. Identify influencers, disrupters, champions, derailers
4. Don't say no, say yes and...
5. Establish an operating rhythm
6. If something doesn't feel right call it out
7. Make the process visible - commandeer a wall
8. Stay true to the customer voice
9. Human needs change less frequently - aim for timeless artefacts
10. Have a plan for the artefact post delivery (communication / champion / distribution / evolution)
11.Simplicity

25. Thank you
Sarah Stokes
Customer Experience Principal, Digital
sarahstokes@westpac.com.au
Karina Smith
Principal, Meld Studios
karina@meldstudios.com.au