Service Design Making Workshop - Giant Conference 2014

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Workshop held at Giant Conference 2014 in Charleston SC.

Service Design is gaining popularity in the United States as a better approach to defining, designing, and orchestrating service experiences. While having much in common with user experience, service design in practice requires new ways of thinking and new methods of making. It also requires embracing both the complexity of service experiences and the organizations that deliver them.

This workshop is designed to get more user experience practitioners familiar with some of the methods of service design. Our session will focus on several lo-fi making approaches–acting, sketching, storytelling, and blueprinting–that can be used to iteratively conceptualize new service experiences.

The session will be fast-paced and iterative. You'll learn concepts and approaches that only can prepare you to tackle service experience problems, but can easily be applied to any project involving multiple touchpoints or channels. You'll be thrown in the service design deep end, but the water's warm (I promise).

Published in: Design, Business, Real Estate

Service Design Making Workshop - Giant Conference 2014

  1. 1. DATEADAPTIVE PATH PROJECT TITLE GOOD AFTERNOON
  2. 2. Patrick Quattlebaum @ptquattlebaum Iran Narges @inarges @adaptivepath #xmapping 14 JUNE 2014 ! Service Design Making
  3. 3. BODY TEXT WHITE Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit BODY TEXT DARK Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit BODY TEXT SMALL DARK Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis Nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit LIST XL Lorem ipsum dolor sit amet Consectetur adipisicing elit Sed do eiusmod tempor LIST L Lorem ipsum dolor sit amet Consectetur adipisicing elit Sed do eiusmod tempor LIST L Lorem ipsum dolor sit amet Consectetur adipisicing elit Sed do eiusmod tempor CALLOUT LOREM IPSUM DOLOR SIT AMET CONSECTET CALLOUT SWATCHES RAPHIC ELEMENTS GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  4. 4. MANAGING DIRECTOR AT ADAPTIVE PATH STRATEGY, SERVICE DESIGN, & MANAGEMENT CONSULTING MY GOAL IS TO MAKE YOU AS HAPPY AS THIS GUY GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  5. 5. DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH SERVICE DESIGN MAKINGGIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  6. 6. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://foliovision.com/images/2012/10/Rodin-the-Thinker.jpg Thinking
  7. 7. DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH SERVICE DESIGN MAKINGGIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: source: http://mjvinnovation.co.uk/wp-content/uploads/2013/04/lan%C3%A7amento-DT-1.jpg
  8. 8. DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH SERVICE DESIGN MAKINGGIANT CONFERENCE 2014 | SERVICE DESIGN MAKING EVERYONE IS THINKING!
  9. 9. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://farm4.staticflickr.com/3013/2614466422_87da07eb78_o.jpg Making
  10. 10. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpg Stories
  11. 11. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://images3.wikia.nocookie.net/__cb20121027235942/disney/images/c/ce/Peterpan2-disneyscreencaps.com-5489.jpg Believe
  12. 12. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://ko.fotopedia.com/items/flickr-157363377 Connections
  13. 13. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://ko.fotopedia.com/items/flickr-157363377 Waves
  14. 14. DATEADAPTIVE PATH PROJECT TITLE Designing Services Service Blueprinting Service Storming Service Stories
  15. 15. DATEADAPTIVE PATH PROJECT TITLE DESIGNING SERVICES
  16. 16. DATEADAPTIVE PATH PROJECT TITLE A date with my wife... Photo: PT Quattlebaum GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  17. 17. DATEADAPTIVE PATH PROJECT TITLE at a nice restaurantA date with my wife... GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  18. 18. DATEADAPTIVE PATH PROJECT TITLE 18 Dirty Unreliable Pressure to use cash Not special GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  19. 19. DATEADAPTIVE PATH PROJECT TITLE Dirty Unreliable Pressure to use cash Not specialExpensive Book in advance Book in time blocks Payment in two steps GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  20. 20. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  21. 21. DATEADAPTIVE PATH PROJECT TITLE Open App View Availability Reserve GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  22. 22. DATEADAPTIVE PATH PROJECT TITLE Track Progress Get Updates GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  23. 23. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  24. 24. DATEADAPTIVE PATH PROJECT TITLE Pay Give Feedback GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  25. 25. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  26. 26. DATEADAPTIVE PATH PROJECT TITLE Waiting GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  27. 27. DATEADAPTIVE PATH PROJECT TITLE Four Hour Block Trip Trip Trip Trip Waiting GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  28. 28. DATEADAPTIVE PATH PROJECT TITLE Nice cars Just in time More flexibility Bigger market Friendly service Reasonable price More control Fill in gaps in schedule Easy payment Feedback loop Streamlined process Feedback loop PASSENGER DRIVER GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  29. 29. DATEADAPTIVE PATH PROJECT TITLE $72,000 GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING $58,000 $44,000 $30,000 TAXI DRIVER ANNUAL INCOME (SAN FRANCISCO) 25% Median UberXPercentile: 75% 90% NET INCOME: $60,014 adapted from: Felix Salmon, https://medium.com/@felixsalmon/the-economics-of-everyones-private-driver-464bfd730b38
  30. 30. DATEADAPTIVE PATH PROJECT TITLE CUSTOMER STAFF BUSINESS GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING CO-VALUE
  31. 31. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING Your experience may vary… source: http://www.businessinsider.com/amy-poehler-in-best-buys-super-bowl-ad-first-photos-2013-1
  32. 32. DATEADAPTIVE PATH PROJECT TITLE SERVICES ARE COMPLEX GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  33. 33. DATEADAPTIVE PATH PROJECT TITLE This is a list item 1 This is a list item 2 This is a list item 3 PLACEHOLDER IMAGE – REPLACE SEEING DOING
 (ACTIONS) FEELING
 (MOTIVATIONS) HEARING THINKING
 (FRAMING) DEVICE RELATIONSHIPSTIME PLACE CONTEXT GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  34. 34. DATEADAPTIVE PATH PROJECT TITLE JOURNEY GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  35. 35. DATEADAPTIVE PATH PROJECT TITLE PATIENT ACTIVITIES INFORMATION NEEDS Critical Moment Patient sees Care Provider activities i think i need helpstages discover what is wrong with me make me better maintain my new normal 1 2 3 4 5 7 8 9 10 11 12 13 14 Critical Moment Patient needs JMH Critical Moment Severity of condition can determine the tone of the journey Redirect Get patient on correct path: ER/UC/PCP May have been directed from routine PCP visit Critical Moment Patient gets diagnosis Critical Moment Patient gets or starts treatment Critical Moment Get patient on the road to normal Critical Moment Patient sees Care Provider Redirect Referred to Specialist, patient is looking to connect with right Care Provider for them 6 + ANXIETY + RELIEF STORY ARC The relative change in anxiety and relief and the range in patient stories EXPERIENCE DRIVERS UNDERSTANDING: Building knowledge and clarity REPETITION: Multiplying the unknown UNKNOWN: Creating uncertainty and obscurity STABILITY: Progressing and sense of security COMFORT: Growing ease and alleviation DOUBT: Growing skepticism and mistrust HIGH IMPACT key moment something feels wrong Unsure what is wrong. Scare of the unknown. my needs Validate that I need help key moment decide to get help Confident I will get help and hopeful that I can get answers. my needs Be ready for me key moment monitor treatment Confident in my care. Clear expectations of what is progress. Access to my Doctor just in case. my needs Access to help when needed. Reassurance that there is progress. key moment check-ups Consistent access to my Doctor. Confident in my care and prepared if anything comes up. my needs Show me progress key moment see a specialist Confident in my care and trust in Doctor. Empathy for my situation. my needs Be my rock and hub of information key moment choose treatment option Clear expectations of how my life will change with helpful resources. Empathy for my situation. my needs Understand how this will impact me long-term key moment talk to doctors to see what is going on No empathy or comfort. Feel rushed and unimportant to my Doctor. my needs Listen to me so I can trust you key moment change treatment No set expectations of progress. No confi- dence in my care or doctor. my needs Provide me options key moment get tests and review results No clear answer, so no confidence in my care. No expectations of when we’ll know. my needs Need expert of my disease to help me Finding the right Care Provider who can act as a partner and set clear expectations early in your journey is a key driver of overall experience. Having access to this care is paramount. Chronic Care Patient Experience Map check-ups • Continue routine checks up and tests • Repeat new treatments/monitoring if needed something feels wrong • Having pain or onset of symptoms • Notice a sudden change in at-home monitoring i think i need help • Call Primary Doctor or a General Line • Ask family/friends with similar symptoms • Self diagnose • Google triage 1 2 1 2 3 4 3 4 5 7 7 10 11 12 11 12 1413 1413 8 8 9 10 9 6 5 6 decide to get help • Go to the ER or Urgent Care Center • Schedule a visit with Primary Doctor talk to doctors to see what is going on • Explain my symptoms • Answer questions • Visit PCP or Specialist get tests and review results • Nurse or techs administers tests • Wait • Get referral for Specialists see specialists • Doctor may give initial diagnosis • Get more referrals • Get additional tests • See multiple Specialists get diagnosis • Ask additional questions • Hear results of the tests and what they mean • Learn about diagnosis and what that means • Do my own research to validate diagnosis or learn more choose treatment option • Hear treatment option(s) • Do my own research to validate treatment decision get treatment • Get initial treatment administered by Doctor or Nurse • Receive follow-up instructions to monitor get prescriptions • Start an ongoing treatment, like medication or at home care • Receive instructions on how to continue ongoing treatment at home maintain overall health • Fix other things that are impacted by my chronic treatment • Exercise and diet • Get emotional and social support monitor treatment • Monitor and log progress at home or through visits • Monitor side effects and effectiveness change treatment • By phone or doctor's visits • Change or add doctors if needed • Repeat something feels wrong • Symptom checker • Google triage • Primary care phone number for triage i think i need help • Where do I go for what • Triage Phone Number • Insurance benefits - cost/benefit of where to go decide to get help • Facility address • Time of appointment • Phone numbers talk to doctors to see what is going on • Prepared questions • What I should tell my doctor get tests and review results • Tests and what they are for • Results • Referral for Specialist see specialists • Coordinated appointment with Specialist • Managed list of who I've seen for what get diagnosis • Why this is happening to me • What the diagnosis is • Expectations of how things will change choose treatment option • Why this treatment • Side effects • What treatment will entail get treatment • Who to call for what • Discharge papers and after-care instructions • Prescription • Doctor's note get prescriptions • Side effects • Prescription information • After-care information maintain overall health • Other ways my life will be impacted • Resources to manage social and emotional changes check-ups • Update on my progress • Lab work monitor treatment • What to look out for • Instructions • Doctor’s phone number for emergency change treatment • Doctor’s phone number for emergency • When to call GET TREATMENT "I appreciated that he didn’t sugar coat it, but was still hopeful." GET DIAGNOSIS "You never forget this moment, no matter how gently your Doctor breaks the news." MONITOR TREATMENT "Things seem to return to normal and then there is this curve ball." CHECK-UPS "I still don’t feel like I’ve got the answers I need to deal with this." CUSTOMER JOURNEY GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  36. 36. DATEADAPTIVE PATH PROJECT TITLE MANY TOUCHPOINTS ADAPTIVE PATH SERVICE DESIGN MAKINGGIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  37. 37. DATEADAPTIVE PATH PROJECT TITLE MANY TOUCHPOINTS GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  38. 38. DATEADAPTIVE PATH PROJECT TITLE MANY TOUCHPOINTS ADAPTIVE PATH SERVICE DESIGN MAKING 38GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  39. 39. DATEADAPTIVE PATH PROJECT TITLE SERVICES HAPPEN IN REAL TIME GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  40. 40. DATEADAPTIVE PATH PROJECT TITLE FRONT STAGE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  41. 41. DATEADAPTIVE PATH PROJECT TITLE FRONT STAGE - THE CUSTOMER EXPERIENCE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  42. 42. DATEADAPTIVE PATH PROJECT TITLE BACK STAGE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  43. 43. DATEADAPTIVE PATH PROJECT TITLE BACK STAGE - THE EMPLOYEE EXPERIENCE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  44. 44. The greater the complexity, the more you need an approach for strategy, planning, and design of the service experience. GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  45. 45. To design service experiences, many disciplines, silos, products, and experiences need to be orchestrated. GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  46. 46. Expertly facilitating others through the design process and crafting concepts, prototypes, and pilots separates design makers from design thinkers. GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  47. 47. DATEADAPTIVE PATH PROJECT TITLE SERVICE STORIES
  48. 48. CALLOUT LOREM IPSUM DOLOR SIT AMET CONSECTET CALLOUT SWATCHES RAPHIC ELEMENTS GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpg
  49. 49. DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH ON SERVICE DESIGN STORYTELLING The universe is made of stories, not atoms. Muriel Rukeyser
  50. 50. Why Stories? → Quickly prototype the future of complex experiences → Explores human journeys across time and space → Makes an experience tangible → Anchors design in an artifact that includes context and outcomes → Creates a common understanding of what everyone is helping make and why SERVICE STORIES GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  51. 51. ENGAGING DRAMATIC EMOTIONAL HUMAN GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Art of the Storyboard
  52. 52. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING Acting & Improvisation
  53. 53. GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING Storyboards Storyboarding is a common way of envisioning a future service, setting the context and telling the service story. SERVICE STORIES
  54. 54. Illustration GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  55. 55. Comics SERVICE STORIES GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  56. 56. Photography SERVICE STORIES GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  57. 57. GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Art of the Storyboard
  58. 58. The best stories are… → Authentically true → Delivered with passion → Connect at an emotional level → Have a clear beginning, middle, and end → Detailed but minimal SERVICE STORIES GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  59. 59. Specificity is the soul of narrative. John Hodgman source: John Hodgman, John-H-preferred-photo.jpg
  60. 60. Building Blocks → Key moments and interactions → Emotions and thoughts → Context → Time! SERVICE STORIES GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  61. 61. The best story wins.
  62. 62. ADAPTIVE PATH | UXI EXERCISE #1 Service Stories
  63. 63. DATEADAPTIVE PATH PROJECT TITLE This is a list item 1 This is a list item 2 This is a list item 3 PLACEHOLDER IMAGE – REPLACE EXPLORATORIUM 63GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Exploritorium
  64. 64. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Exploritorium
  65. 65. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Exploritorium
  66. 66. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Exploritorium
  67. 67. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://flic.kr/p/ehuf6u
  68. 68. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://flic.kr/p/cdGP3G
  69. 69. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://flic.kr/p/cz35H5
  70. 70. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Exploratorium Explainers
  71. 71. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://flic.kr/p/fG56HY
  72. 72. DATEADAPTIVE PATH PROJECT TITLE EXHIBITS UX IT MARKETING EDUCATION PARTNERSHIPS GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Exploritorium
  73. 73. DATEADAPTIVE PATH PROJECT TITLE 73
  74. 74. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  75. 75. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://flic.kr/p/fG56HY Tailored Outings
  76. 76. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  77. 77. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING Beginning Middle End
  78. 78. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING Pre-Visit At Exploritorium After
  79. 79. Best Practices → Move your camera to show the right level of zoom → Include detail where it matters most → Have a clear beginning, middle, and end → Tell both the physical and emotional journey → Show co-value in each interaction SERVICE STORIES GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  80. 80. DATEADAPTIVE PATH PROJECT TITLE SERVICE STORMING
  81. 81. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Exploritorium
  82. 82. Service Encounters → Happen in real-time at a specific time and place → Are subject to human emotion and variability → May be mediated or augmented with other touchpoints → Are rarely an end point; they bridge to other touchpoints SERVICE STORMING GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  83. 83. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  84. 84. Service storming uses voice, physicality, and staging to quickly prototype and refine service encounters.
  85. 85. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING Acting & Improvisation
  86. 86. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING Creativity & Play
  87. 87. ADAPTIVE PATH | UXI Science Engaging in physical expression activates different parts of your brain, helping you to think in new ways. Art Service delivery is a performance. If your skit connects with the audience, you are probably being human.
  88. 88. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: source:http://whitekaos.files.wordpress.com/2011/03/service-prototyping.jpg
  89. 89. Why Service Storming? → Co-create: Include staff, customers, etc. → Iterative: Make, learn, make again → Real time: Simulate real-time service encounters → Malleable: Change roles, constraints, channels, etc. → Art/Science: Taps into different parts of you brain → Fun: Why not have fun at work? SERVICE STORMING GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  90. 90. Acting DIGITAL SERVICES TROUBLE SPOT LOW POINT HIGH POINT ADAPTIVE PATH'S GUIDE TO EXPERIENCE MAPPING GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING TWITTER TEASER EMAIL WEBSITE GUIDE
  91. 91. USER TWITTER TEASER EMAIL WEBSITE GUIDE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  92. 92. Variations → Communicate and explore service experience insights → Early generative brainstorming → Evolution and refinement of service stories → Detailed design of customer-staff interactions SERVICE STORMING GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  93. 93. ADAPTIVE PATH | UXI EXERCISE #2 Service Storming
  94. 94. Three Important Rules → No sitting after the first 10 minutes → No pitching! Show the experience, don’t sell it → Have fun but don’t make your goal to be funny SERVICE STORMING GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  95. 95. GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING SERVICE STORMING → 10 Minutes - Go through your stories and discuss a general approach to what you are going to explore → 20 Minutes - Service storm! Your story must include multiple touchpoints and channels. → 2 Minutes - Perform! Instructions
  96. 96. DATEADAPTIVE PATH PROJECT TITLE SERVICE BLUEPRINTS
  97. 97. http://parksandresorts2.wdpromedia.com/media/dvc_v0500/prospects/mediaplayer/destinations/disney/slides/walt-disney-world-01-v1.jpgADAPTIVE PATH SERVICE DESIGN MAKING
  98. 98. http://3.bp.blogspot.com/-vuFh-zGnCMA/Tj1ZJHuHjQI/AAAAAAAAwYk/E3iXCXgB_jU/s1600/IMG_1447.JPGADAPTIVE PATH SERVICE DESIGN MAKING
  99. 99. http://suncoastnews.com/storyimage/SU/20100601/ARTICLE/306019991/AR/0/AR-306019991.jpgADAPTIVE PATH SERVICE DESIGN MAKING
  100. 100. http://upload.wikimedia.org/wikipedia/en/archive/4/4c/20060907070136!Push_with_characters.jpgADAPTIVE PATH SERVICE DESIGN MAKING
  101. 101. http://1.bp.blogspot.com/-3JyXnsbYZsQ/UxkvNFWWnoI/AAAAAAAAEzQ/zNVSwDw9XhE/s1600/4Keys.JPGADAPTIVE PATH SERVICE DESIGN MAKING
  102. 102. http://www.doctordisney.com/wp-content/uploads/2014/03/mickey-brooms.jpgADAPTIVE PATH SERVICE DESIGN MAKING
  103. 103. http://upload.wikimedia.org/wikipedia/commons/8/8c/WaltDisneyplansDisneylandDec1954.jpgADAPTIVE PATH SERVICE DESIGN MAKING
  104. 104. http://bigfloridacountry.com/utilidors/utilidor_construction_1.jpgADAPTIVE PATH SERVICE DESIGN MAKING
  105. 105. http://atlas-dev.s3.amazonaws.com/uploads/assets/disney_exec_housekeeper.jpegADAPTIVE PATH SERVICE DESIGN MAKING
  106. 106. http://atlas-dev.s3.amazonaws.com/uploads/assets/disney_exec_housekeeper.jpegADAPTIVE PATH SERVICE DESIGN MAKING
  107. 107. http://atlas-dev.s3.amazonaws.com/uploads/assets/flakt_diagram_red.jpegADAPTIVE PATH SERVICE DESIGN MAKING
  108. 108. http://2.bp.blogspot.com/-KZ0KVmJactI/Tpxbe9jnO9I/AAAAAAAAB24/QoB3_2S0jpI/s1600/IMG_9005.JPGADAPTIVE PATH SERVICE DESIGN MAKING
  109. 109. http://2.bp.blogspot.com/-KZ0KVmJactI/Tpxbe9jnO9I/AAAAAAAAB24/QoB3_2S0jpI/s1600/IMG_9005.JPGADAPTIVE PATH SERVICE DESIGN MAKING Experience Magic
  110. 110. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING Your experience may vary… source: http://www.businessinsider.com/amy-poehler-in-best-buys-super-bowl-ad-first-photos-2013-1
  111. 111. Services experiences are the orchestration of people, processes, and technology.
  112. 112. Services experiences are the orchestration of people, processes, and technology.
  113. 113. DATEADAPTIVE PATH PROJECT TITLE PROCESS 13C. source: http://panathinaeos.files.wordpress.com/2010/10/seventh_seal_14.jpgADAPTIVE PATH SERVICE DESIGN MAKING
  114. 114. DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH SERVICE DESIGN MAKING PROCESS 13C. Process 13c. A journey
  115. 115. DATEADAPTIVE PATH PROJECT TITLE PROCESS 17C. source: http://upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Anatomia_xiv_secolo.jpg/897px-Anatomia_xiv_secolo.jpgADAPTIVE PATH SERVICE DESIGN MAKING
  116. 116. DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH SERVICE DESIGN MAKING PROCESS 13C. Process 17c. A continuous series of actions meant to accomplish some result.
  117. 117. DATEADAPTIVE PATH PROJECT TITLE PROCESS 20C. source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpgADAPTIVE PATH SERVICE DESIGN MAKING
  118. 118. DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH SERVICE DESIGN MAKING PROCESS 13C. Process 20c. A sequence of interdependent and linked procedures which, at every stage, consume one or more resources (employee time, energy, money) to convert inputs (data, material, parts) into outputs. These outputs then serve as inputs for the next stage until a known end result is reached.
  119. 119. DATEADAPTIVE PATH PROJECT TITLE IRRATIONAL ENGAGEMENT source: http://www.soundonsight.org/wp-content/uploads/2011/11/Brazil.jpgADAPTIVE PATH SERVICE DESIGN MAKING
  120. 120. DATEADAPTIVE PATH PROJECT TITLE WHAT HAVE WE BUILT? source: http://24.media.tumblr.com/tumblr_m970z4Gotv1qzcgluo1_1280.jpgADAPTIVE PATH SERVICE DESIGN MAKING
  121. 121. DATEADAPTIVE PATH PROJECT TITLE MOVING BEYOND THE INDUSTRIAL MODEL source: http://blog.washingtonpost.com/story-lab/assemblyline.jpgADAPTIVE PATH SERVICE DESIGN MAKING
  122. 122. DATEADAPTIVE PATH PROJECT TITLE MOVING BEYOND THE INDUSTRIAL MODEL Industrial Production ! Tangible Technology Efficiency Linear Standards ! ! Service Delivery ! Intangible Human-centered Experience Non-linear Principles ! ! ADAPTIVE PATH SERVICE DESIGN MAKING
  123. 123. DATEADAPTIVE PATH PROJECT TITLE Journey Process
  124. 124. http://2.bp.blogspot.com/-KZ0KVmJactI/Tpxbe9jnO9I/AAAAAAAAB24/QoB3_2S0jpI/s1600/IMG_9005.JPGADAPTIVE PATH SERVICE DESIGN MAKING Experience Magic
  125. 125. What do we make to help an organization turn the ordinary into the magical?
  126. 126. Exhibit I StarKlard execution time 2 minutes Total acceptable execution time 5 minutes Blueprint for a comer shoeshine Brush shoes Faciiitating services and products Une of vialblllty Not seen by customer but necessary to perfonnance Select and purchase supplies
  127. 127. ! ! ! Kevin L., Yelper “Nothing nonverbally communicates ‘megaballer’ like sitting on a throne in the Financial District and having the sh#$ shined out of your shoes in front of everybody.” ADAPTIVE PATH SERVICE DESIGN MAKING source: http://upload.wikimedia.org/wikipedia/commons/thumb/a/a7/San_Francisco_-_Famous_Wayne's_shoeshine_02.jpg
  128. 128. ADAPTIVE PATH SERVICE DESIGN MAKING source: http://blog.modernmechanix.com/mags/PopularScience/10-1937/shoe_shine_merry_go_round.jpg
  129. 129. http://www.jetsetzero.tv/wp-content/uploads/2009/07/P1010270.jpgADAPTIVE PATH SERVICE DESIGN MAKING
  130. 130. PATIENT ACTIONS PHYSICAL EVIDENCE ONSTAGE CONTACT PERSON BACKSTAGE CONTACT PERSON Debbie’s Chart Cart Records/ Database System Bin System Check Vitals & Ask Quest Place in Kassam Bin Meet Dr. Kassam Kassam Gets Quick Review Take Away Chart Process & Check-out Records/ Database System Dictation Chart Storage System Door Tag System See Other Patients SUPPORT PROCESSES Sign In Front Desk Waiting Room Front Desk Front Desk Hallway Exam Room MRI & Chart Exam Room MRI & Chart Door Tag Waiting Room Check-out Room Waiting Room Line of Interaction Line of Visibility Responds Follow to Exam Rm Answer Questions Ask Questions Return Door Tag Check-out, Pay, & Leave Check-in Welcome Get Patient Chart See Other Patients Process See Other Patients Brings Door Tag Back Call Patient Grab Door Tag Escort to Exam Rm Chart in To Be Seen Bin Write Rm # on Schedule See Other Patients Grab Chart from Bin Chart Taken by Staff Check Patient Location Check Patient Location Schedule System Service Blueprint of Presby Neuro Clinic ? ? ? ? ? Line of Internal Interaction ? ? ? Wait Wait Wait in Exam Rm Wait Wait
  131. 131. DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH SERVICE DESIGN MAKING SERVICE BLUEPRINT Service blueprinting helps organizations translate a service experience vision into operational reality.
  132. 132. Blueprint Building Blocks SERVICE BLUEPRINTING LINE OF VISIBILITY CUSTOMER ACTIONS TOUCHPOINTS STAFF ACTIONS BACK STAGE STAFF SUPPORT PROCESSES TIME GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  133. 133. ADAPTIVE PATH | UXI Example SERVICE BLUEPRINTING Customer orders a hamburger Dinner menu Server records order on Notepad Order system Customer waits Server enters order into system Server checks on customer Chef receives order and makes burger Customer asks for water Status Conversation Hamburger ingredients Server delivers hamburger Chef delivers hamburger to server Customer receives order Hamburger Notepad
  134. 134. ADAPTIVE PATH | UXI Iteration SERVICE BLUEPRINTING Customer orders a hamburger Dinner menu Server records order on iPad Customer waits Server checks on customer Chef receives order and makes burger Customer asks for water Status Conversation Server delivers hamburger Chef delivers hamburger to server Customer receives order Hamburger Order system iPad app Hamburger Ingredients
  135. 135. http://www.jetsetzero.tv/wp-content/uploads/2009/07/P1010270.jpgADAPTIVE PATH SERVICE DESIGN MAKING
  136. 136. Benefits of Blueprinting → Prototype of the future experience
 Provides low fidelity version of the service experience: great for ideation
 Visualizes vision of the service experience → Strategic tool for project planning
 Helps see where and how existing and future ideas fit with the envisioned experience → Combination of customer experience with an operational tool
 Helps design and engineering speak the 
 same language SERVICE BLUEPRINTING GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
  137. 137. ADAPTIVE PATH | UXI EXERCISE #3 Service Blueprinting
  138. 138. Instructions SERVICE BLUEPRINTING GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING → 5 Minutes - Building off of your stories from the first two exercises, choose a beginning and end point to blueprint → 25 Minutes - Blueprint your service → 10 Minutes - Act out your blueprint for another team and get feedback → 15 Minutes - Refine your blueprint → 5 Minutes - Group Discussion
  139. 139. Tips SERVICE BLUEPRINTING GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING → Start with the visible experience. Architect the interactions and flow between the customer and digital, static, and human touchpoints → Then look backstage. What people, processes, and technologies would support the experience. → Keep moving forward so you have time to iterate. → Acting or sketching can help you gut check if what your blueprinting flows.
  140. 140. More Tips SERVICE BLUEPRINTING GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING → Think of touchpoints as “something we’ll need to design” → Touchpoints can be people, static artifacts, or dynamic artifacts → Customer actions = Verb (“walks into museum” or “views instructional video”) → Don’t get too detailed at anyone step. Focus on flow and connections → Front stage first; backstage second (this is not a hard rule)
  141. 141. DATEADAPTIVE PATH PROJECT TITLE FINAL THOUGHTS
  142. 142. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://foliovision.com/images/2012/10/Rodin-the-Thinker.jpg Think
  143. 143. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://farm4.staticflickr.com/3013/2614466422_87da07eb78_o.jpg Make
  144. 144. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpg Stories
  145. 145. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://images3.wikia.nocookie.net/__cb20121027235942/disney/images/c/ce/Peterpan2-disneyscreencaps.com-5489.jpg Believe
  146. 146. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://ko.fotopedia.com/items/flickr-157363377 Connections
  147. 147. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://ko.fotopedia.com/items/flickr-157363377 Waves
  148. 148. DATEADAPTIVE PATH PROJECT TITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://flic.kr/p/fG56HY More Human Service Experiences
  149. 149. SWATCHES Color Palette RGB 248/204/43 HEX F8CC2B RGB 249/157/28 HEX F99D1C RGB 108/190/77 HEX 6CBE4D RGB 67/184/215 HEX 43B8D7 RGB 29/120/153 HEX 1D7899 RGB 78/85/92 HEX 4E555C RGB 45/49/53 HEX 2D3B35 RGB 230/231/232 HEX E6E7E8 Thank YouThank You Patrick Quattlebaum Managing Director Evi K. Hui Experience Designer Noel Johnson Senior Program Manager Stephanie Wilson-Wagner Client Partner www.adaptivepath.com

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