VISUAL	
  
Let's	
  visualise	
  the	
  bits	
  
and	
  bytes	
  of	
  services	
  
Ragnhild	
  Halvorsrud	
  
SINTEF	
  ICT	
  
Norw...
Bits	
  and	
  bytes	
  of	
  music	
  

VISUAL	
  
My	
  conference	
  journey	
  
Before	
  the	
  conference	
  

Going	
  there	
  

SDN	
  conference	
  

Going	
  home	...
The	
  challenge	
  

• 
• 

Problem	
  1:	
  the	
  fuzzy	
  front	
  end	
  
Problem	
  2:	
  theory	
  vs	
  pracKce	
 ...
Designing	
  a	
  new	
  service…	
  

•  A	
  complex	
  service	
  being	
  developed	
  
•  A	
  well-­‐defined	
  innov...
Problem	
  1:	
  the	
  fuzzy	
  front	
  end	
  

hYp://staKc.squarespace.com/staKc/
50c8f35ae4b052a90587c09/t/
518262f9e...
Service	
  blueprints	
  
"Services	
  exist	
  in	
  two	
  different	
  states	
  of	
  being.."	
  	
  
	
  

•  potenKa...
Problem	
  2:	
  Theory	
  vs	
  pracKce	
  
The	
  intended	
  service	
  delivery	
  ..	
  
• 
• 
• 
• 

..	
  can	
  be...
Touchpoint	
  

VISUAL	
  

Customer	
  journeys	
  
Customer	
  Journey	
  Modelling	
  Language	
  
Touchpoint	
  =	
  Instance	
  of	
  communica@on	
  or	
  interac@on	
  ...
Touchpoints	
  
Touchpoint	
  
boundary	
  

IniKator	
  of	
  
touchpoint	
  
customer	
  

service	
  
provider	
  

oth...
Icons	
  

call	
  
centre	
  

smartphone	
  
app	
  

VISUAL	
  

telephone	
  
conversaKon	
  

internet	
  	
  
via	
 ...
Diagram	
  elements	
  

Touchpoint	
  

AcKon	
  

Special	
  symbols	
  
connector	
  
start	
  of	
  customer	
  
journ...
Visual	
  syntax	
  for	
  customer	
  journeys	
  
acKon	
  

Decision	
  point	
  

VISUAL	
  

acKon	
  

Unknown	
  se...
How	
  we	
  work	
  
Model	
  services	
  

Case	
  studies	
  

A	
  common	
  base	
  for	
  exploraKon	
  
•  Going	
 ...
Plain	
  sequenKal	
  view	
  

Model	
  service	
  "going	
  to	
  the	
  movies"	
  
IniKated	
  by	
  	
  
the	
  custo...
Plain	
  sequenKal	
  view	
  

Case	
  study:	
  eMarket	
  sales	
  
•  The	
  prospect	
  customer:	
  car	
  dealer	
 ...
When	
  things	
  happen	
  simultaneously	
  

Customer	
  phones	
  
the	
  call	
  centre,	
  	
  
no	
  answer	
  

Cu...
DeviaKons	
  from	
  the	
  expected	
  
• 
• 

DeviaKon	
  view	
  

A	
  customer	
  wants	
  to	
  change	
  energy	
  ...
The	
  VISUAL	
  project	
  
Please	
  follow	
  us	
  here:	
  hYp://www.visualproject.org/	
  
Halogen	
  

SINTEF	
  

...
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SDNC13 -DAY2- Let’s Visualize the Bits and Bytes of Services by Ragnhild Halvorsrud

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Let’s Visualise the Bits and Bytes of Services

Service design provides excellent methods for developing new concepts but lacks a systematic format for specification of services. We are developing a visual language that consists of diagrams and symbols, representing interactions between customers and service providers. The language can express both planned service delivery and actual service experiences in terms of actors, initiators, channels, devices, deviations and failure. The main hypothesis we want to test is that a common visual language will ease the communication between all stakeholders involved in service innovation, and result in improved quality and customer satisfaction. The main constituents of the visual language and preliminary results from industry case studies will be presented.

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SDNC13 -DAY2- Let’s Visualize the Bits and Bytes of Services by Ragnhild Halvorsrud

  1. 1. VISUAL  
  2. 2. Let's  visualise  the  bits   and  bytes  of  services   Ragnhild  Halvorsrud   SINTEF  ICT   Norway   VISUAL   Technology  for  a  be/er  society  
  3. 3. Bits  and  bytes  of  music   VISUAL  
  4. 4. My  conference  journey   Before  the  conference   Going  there   SDN  conference   Going  home   START   Decide   Register  and   send  proposal   Proposal   accepted?   yes   Prepare   presentaKon   Travel  to     Cardiff   no   Hotel     check-­‐in   Conference     day  1   Conference     day  2   Proposal   accepted?   yes   hotel     check-­‐out   no   Travel  to     Oslo   STOP   Present   Send   presentaKon   4  
  5. 5. The  challenge   •  •  Problem  1:  the  fuzzy  front  end   Problem  2:  theory  vs  pracKce   VISUAL   A  visual  language   for  service  design   that  everyone  can   understand?  
  6. 6. Designing  a  new  service…   •  A  complex  service  being  developed   •  A  well-­‐defined  innovaKon  process    
  7. 7. Problem  1:  the  fuzzy  front  end   hYp://staKc.squarespace.com/staKc/ 50c8f35ae4b052a90587c09/t/ 518262f9e4b04f94760dcd32/1367499514715/Computer %20nerd.png   VISUAL  
  8. 8. Service  blueprints   "Services  exist  in  two  different  states  of  being.."       •  potenKal  state   •  kineKc  state   VISUAL   Lynn  Shostack  (1982).  How  to  design  a  service.  Eur.  J.  Marke@ng  16,  49-­‐63.  
  9. 9. Problem  2:  Theory  vs  pracKce   The  intended  service  delivery  ..   •  •  •  •  ..  can  be  planned   ..  can  be  "blueprinted"   ..  ogen  involve  digital  touchpoints   CAN  be  modelled  on  a  general  basis   The  actual  service  delivery  ..   •  •  •  •  ..  is  personal   ..  is  context  dependent   ..  and  changes  in  Kme   EmoKons  CANNOT  be  modelled   on  a  general  basis   ?   VISUAL  
  10. 10. Touchpoint   VISUAL   Customer  journeys  
  11. 11. Customer  Journey  Modelling  Language   Touchpoint  =  Instance  of  communica@on  or  interac@on     Customer  journey  =  A  sequence  of  touchpoints  (and  ac@ons)                                                                            to  achieve  a  goal       Types  of  services   –  Our  main  focus:  Digital  and   transacKonal  services   –  Less  focus:  Services  with   much  human  intervenKon     VISUAL  
  12. 12. Touchpoints   Touchpoint   boundary   IniKator  of   touchpoint   customer   service   provider   other   actor   completed   missing   failed   Symbol   area   Status  of   touchpoint   VISUAL  
  13. 13. Icons   call   centre   smartphone   app   VISUAL   telephone   conversaKon   internet     via  PC   e-­‐mail   self-­‐service   machine   SMS   leYer   payment   invoice  
  14. 14. Diagram  elements   Touchpoint   AcKon   Special  symbols   connector   start  of  customer   journey   end  of  customer  journey   VISUAL   14  
  15. 15. Visual  syntax  for  customer  journeys   acKon   Decision  point   VISUAL   acKon   Unknown  sequence   15  
  16. 16. How  we  work   Model  services   Case  studies   A  common  base  for  exploraKon   •  Going  to  the  movies   •  Tax  reporKng     •  Retail  purchase   •  Air  travel   Annual  case  studies  with  industry  partners   •  Energy  supplier   •  eMarket  company   •  eHealth  services   Lisa  (30)  has  problems  with  login  via  web   and  calls  the  tax  authori@es  to  get   assistance.       Frank  (22)  fails  to  pay  remaining  taxes   within  deadline       Bill  (48)  does  not  receive  the  tax   assessment  no@ce   VISUAL  
  17. 17. Plain  sequenKal  view   Model  service  "going  to  the  movies"   IniKated  by     the  customer   IniKated  by  the   service  provider   order  and  pay   Kcket  via  web   e-­‐mail   confirmaKon   SMS   confirmaKon   retrieve   Kcket     Kcket  control   at  entrance   see   movie   @home   VISUAL   @cinema  
  18. 18. Plain  sequenKal  view   Case  study:  eMarket  sales   •  The  prospect  customer:  car  dealer   •  He  considers  to  use  the  online  market  place   Customer   phones  the   call  centre   Customer  wants   to  get  in  touch   with  sales  person   VISUAL   Customer   receives   informaKon   Sales  person   phones  the   customer     Customer     indicates  which   product  he  wants   Sales  person   sends  the   contract   Customer   changes  his   mind  
  19. 19. When  things  happen  simultaneously   Customer  phones   the  call  centre,     no  answer   Customer  phones   sales  person   (end  of   phone  call)     Customer  chooses   a  product   Sales  person     sends  the   contract   VISUAL   Customer  "signs"   the  contract  and   returns  it   Concurrency  view   Sales  person     sends  username   and  password  
  20. 20. DeviaKons  from  the  expected   •  •  DeviaKon  view   A  customer  wants  to  change  energy  supplier   She  has  problems  reaching  the  call  centre   Customer   reaches  the   call  centre   Expected  touchpoints     Customer   chooses     call-­‐back   Ad-­‐hoc  touchpoints   Failing:  Customer   can't  reach  the     call  centre   Failing:  The  agent   cannot  reach  the   customer   VISUAL   Request  a   meter-­‐reading   Customer   reports  the   result  
  21. 21. The  VISUAL  project   Please  follow  us  here:  hYp://www.visualproject.org/   Halogen   SINTEF   Service  Design   consultancy   Research   Project  management   University  of  Linköping     Research     Industry  partners   Energy  supplier   Digital  market   An  innovaKon  project  funded  by  the   research  council  of  Norway   eHealth  services  

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