Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

UX Intensive Copenhagen | Day 3 | Service Design

729 views

Published on

The Service Design day focuses on various ways of modeling and describing a service experience. These perspectives include modeling of the service system, describing the customer journey, and designing a blueprint to support the organization providing the service. We will discuss ways of determining the success of the service offering. We start with an introduction into the practice of Service Design.

-Characteristics of Service
-Defining Service Design
-A Service Mindset
-Why Service Design Matters

Published in: Design
  • Be the first to comment

  • Be the first to like this

UX Intensive Copenhagen | Day 3 | Service Design

  1. 1. Day 3 7 MAY 2015 Service Design
  2. 2. Social Media → Twitter • @uxintensive • #UXICopenhagen • @ptquattlebaum & @dreamis → Email • apevents@adaptivepath.com 2ADAPTIVE PATH | UXI UX INTENSIVE
  3. 3. 3ADAPTIVE PATH | UXI DAY 1 DESIGN STRATEGY DS DAY 2 USER RESEARCH DR DAY 3 SERVICE DESIGN SD IxD DAY 4 INTERACTION
 DESIGN The tools you need to put your designs into business — and vice versa How to unearth deep, practical insights about the people you want to reach most Tools of modeling and analysis that shape smart and systemic solutions How to design for better interactions and become a better interaction designer
  4. 4. SERVICE EXPERIENCE SERVICE ARCHITECTURE SERVICE STORMING SERVICE MODELING SERVICE DELIVERYSTORYTELLING EXERCISE 1 Service Blueprinting EXERCISE 2 Service Storming EXERCISE 3 Service Origami EXERCISE 4 Storyboarding EXERCISE 5 Big Vision, 
 Small Step
  5. 5. I’m a tree!
  6. 6. 6ADAPTIVE PATH | UXI I’m a tree! WARM UP! (Martha game –author unknown) → One person runs into the space, forms her body into a statue and announces what she is, as in "I'm a tree." → Instantly the next person runs on and forms something else in the same picture.  "I'm a bench under the tree." → The next person further adds to the picture.  "I'm a bum on the bench." → "I'm a dog peeing on the tree." → "I'm the newspaper the bum is sleeping under." → Don’t think! Just do!
  7. 7. Service Design Fundamentals → Service Safari → Service Experience → Service Design 7ADAPTIVE PATH | UXI SERVICE DESIGN
  8. 8. 8ADAPTIVE PATH | UXI Service Characteristics → “Products of economic activity that you can’t drop on your foot, ranging from hairdressing to websites.” –The Economist → An orchestrated system, delivered over time, that you can’t drop on your foot, but there is physical evidence. FUNDAMENTALS
  9. 9. Coordinated
  10. 10. Personal
  11. 11. Relationship
  12. 12. Fun
  13. 13. Imperfect
  14. 14. Personality
  15. 15. Thoughtful
  16. 16. Human
  17. 17. Helpful
  18. 18. Participatory
  19. 19. Hidden Parts
  20. 20. Feedback
  21. 21. FLIGHT INFO SCREENS WAYFINDER QUEUE WAY FINDING GARBAGE SAFETY INFO SECURITY OFFICER SIGNAGE
  22. 22. Photo by Joe Mabel, http://upload.wikimedia.org/wikipedia/commons/thumb/a/a7/ San_Francisco_-_Famous_Wayne's_shoeshine_02.jpg 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.”
  23. 23. http://blog.modernmechanix.com/mags/PopularScience/10-1937/shoe_shine_merry_go_round.jpg
  24. 24. http://www.jetsetzero.tv/wp-content/uploads/2009/07/P1010270.jpg
  25. 25. Healthcare wheelchair razor cracker knee brace surgeon letter website therapist
  26. 26. Media website installer menu tablet bill phone
  27. 27. ADAPTIVE PATH | UXI 27 Government line photoconversationnumber check in test chair license
  28. 28. Organizations don’t think this way about experience.
  29. 29. 29ADAPTIVE PATH | UXI User Experience Service Experience Experience between person and single touchpoint, usually a digital product Orchestrated experience among all parts of the service, from people to objects to places to interfaces
  30. 30. 30 Levels of Zoom
  31. 31. The greater the complexity, the more you need an approach for strategy, planning, and design of the service experience.
  32. 32. To design service experiences, many disciplines, silos, products, and experiences need to be orchestrated.
  33. 33. How do we do this?
  34. 34. 34ADAPTIVE PATH | UXI Service Design Service design applies design methods and 
 craft to the definition and orchestration of 
 service experiences. Examines the products, communications, interactions, operations, culture, and structure of an organization for impact on service experience. FUNDAMENTALS
  35. 35. ADAPTIVE PATH | UXI 35 FUNDAMENTALS SERVICE INTERACTIONS CUSTOMER STAFF PRODUCTS OPERATIONS STRUCTURE CULTURE CUSTOMER EXPERIENCE BIZ & STAFF EXPERIENCE SERVICE DESIGN source: 5 Things I Wish I Knew – Jamin Hegeman
  36. 36. 36ADAPTIVE PATH | UXI Service Design Isn’t New Service providers have been designing services for years, but they haven’t always included designers in the process. FUNDAMENTALS
  37. 37. 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
  38. 38. servicedesigntools.org
  39. 39. 39ADAPTIVE PATH | UXI Why Design Services? → Product not the right solution → Product focus limits potential solutions → Great products don’t mend broken services → Greater opportunity to improve people’s lives → Greater organizational impact FUNDAMENTALS
  40. 40. 40ADAPTIVE PATH | UXI Business Case → Create better customer and staff experiences → Reduce inefficiencies → Improve customer retention (loyalty) → Deepen and widen customer relationships → Design new business models → Align and harmonize activities across the organization FUNDAMENTALS
  41. 41. 41ADAPTIVE PATH | UXI Outcomes → Creating new and redefining existing staff roles → Designing staff interactions and training → Changing internal metrics to drive behavior directed at achieving the experience → Developing new business functions to support the sustainability of the desired experience, e.g., a program → Evaluating existing projects against the desired experience → Initiating new projects → Designing single touchpoints or a system of coordinated touchpoints → Developing new backend systems to support the desired experience FUNDAMENTALS
  42. 42. ADAPTIVE PATH | UXI Air Travel How might we change the service experience of air travel to address needs unrelated to air travel? How can we create new value for both travelers and the airline? CASE
  43. 43. Service Architecture → Front Stage & Back Stage → Service Blueprints → Exercise: Service Blueprinting 43ADAPTIVE PATH | UXI SERVICE DESIGN
  44. 44. http://parksandresorts2.wdpromedia.com/media/dvc_v0500/prospects/mediaplayer/destinations/disney/slides/walt-disney-world-01-v1.jpgADAPTIVE PATH | UXI
  45. 45. http://3.bp.blogspot.com/-vuFh-zGnCMA/Tj1ZJHuHjQI/AAAAAAAAwYk/E3iXCXgB_jU/s1600/IMG_1447.JPGADAPTIVE PATH | UXI
  46. 46. http://suncoastnews.com/storyimage/SU/20100601/ARTICLE/306019991/AR/0/AR-306019991.jpgADAPTIVE PATH | UXI
  47. 47. http://upload.wikimedia.org/wikipedia/en/archive/4/4c/20060907070136!Push_with_characters.jpgADAPTIVE PATH | UXI
  48. 48. http://1.bp.blogspot.com/-3JyXnsbYZsQ/UxkvNFWWnoI/AAAAAAAAEzQ/zNVSwDw9XhE/s1600/4Keys.JPGADAPTIVE PATH | UXI
  49. 49. http://www.doctordisney.com/wp-content/uploads/2014/03/mickey-brooms.jpgADAPTIVE PATH | UXI
  50. 50. http://upload.wikimedia.org/wikipedia/commons/8/8c/WaltDisneyplansDisneylandDec1954.jpgADAPTIVE PATH | UXI
  51. 51. http://bigfloridacountry.com/utilidors/utilidor_construction_1.jpgADAPTIVE PATH | UXI
  52. 52. http://atlas-dev.s3.amazonaws.com/uploads/assets/disney_exec_housekeeper.jpegADAPTIVE PATH | UXI
  53. 53. http://atlas-dev.s3.amazonaws.com/uploads/assets/disney_exec_housekeeper.jpegADAPTIVE PATH | UXI
  54. 54. http://atlas-dev.s3.amazonaws.com/uploads/assets/flakt_diagram_red.jpeg ADAPTIVE PATH | UXI
  55. 55. http://2.bp.blogspot.com/-KZ0KVmJactI/Tpxbe9jnO9I/AAAAAAAAB24/QoB3_2S0jpI/s1600/IMG_9005.JPGADAPTIVE PATH | UXI
  56. 56. http://2.bp.blogspot.com/-KZ0KVmJactI/Tpxbe9jnO9I/AAAAAAAAB24/QoB3_2S0jpI/s1600/IMG_9005.JPG Experience Magic ADAPTIVE PATH | UXI
  57. 57. http://2.bp.blogspot.com/-KZ0KVmJactI/Tpxbe9jnO9I/AAAAAAAAB24/QoB3_2S0jpI/s1600/IMG_9005.JPG Frontstage Backstage ADAPTIVE PATH | UXI
  58. 58. 58ADAPTIVE PATH | UXI 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. Blueprints show ideal (and other) paths customers will follow and how people, processes, and technologies could be orchestrated frontstage and backstage to support those paths. SERVICE ARCHITECTURE
  59. 59. 59ADAPTIVE PATH | UXI Where in the Process? SERVICE ARCHITECTURE JOURNEY IDEATION FUTURE STATE BLUEPRINT TOUCHPOINTS STORYBOARD RESEARCH CURRENT STATE BLUEPRINT
  60. 60. 60ADAPTIVE PATH | UXI Blueprint Building Blocks SERVICE ARCHITECTURE LINE OF VISIBILITY CUSTOMER ACTIONS TOUCHPOINTS STAFF ACTIONS BACK STAGE STAFF SUPPORT PROCESSES
  61. 61. 61ADAPTIVE PATH | UXI Touchpoints (Front Stage) → Physical locations → Specific parts of locations → Signage → Objects → Websites → Mailings → Spoken communication → Printed communication → Applications → Machinery → Customer service → Partners SERVICE ARCHITECTURE From Designing for Interaction by Dan Saffer
  62. 62. FLIGHT INFO SCREENS WAYFINDER QUEUE WAYFINDING GARBAGE SAFETY INFO SECURITY OFFICER SIGNAGE ADAPTIVE PATH | UXI
  63. 63. 63ADAPTIVE PATH | UXI Operations (Backstage) → Backstage staff → Employee tools (digital and analog) → Business processes → Invisible third parties → Supporting technologies SERVICE ARCHITECTURE
  64. 64. http://upload.wikimedia.org/wikipedia/commons/3/3b/Ironer-folders.jpgADAPTIVE PATH | UXI
  65. 65. ADAPTIVE PATH | UXI Example SERVICE ARCHITECTURE 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
  66. 66. ADAPTIVE PATH | UXI Iteration SERVICE ARCHITECTURE 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
  67. 67. http://tinyurl.com/cdw6ya
  68. 68. 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
  69. 69. 71ADAPTIVE PATH | UXI 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 ARCHITECTURE
  70. 70. ADAPTIVE PATH | UXI EXERCISE #1 Service Blueprinting → Blueprint the current state of the airline check-in experience SERVICE ARCHITECTURE 72
  71. 71. 73ADAPTIVE PATH | UXI 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 CUSTOMER ACTIONS TOUCHPOINTS STAFF ACTIONS BACKSTAGE
 STAFF ACTIONS SUPPORT SYSTEMS
 & MATERIALS
  72. 72. ADAPTIVE PATH | UXI 76 SERVICE BLUEPRINTING Takeaways
  73. 73. ADAPTIVE PATH | UXI Determine Your Scale SERVICE BLUEPRINTING SERVICE JOURNEY BLUEPRINT BLUEPRINT BLUEPRINT BLUEPRINT
  74. 74. ADAPTIVE PATH | UXI Decide Your Fidelity SERVICE BLUEPRINTING POST-ITS EXCEL ILLUSTRATOR
  75. 75. ADAPTIVE PATH | UXI Start, Stop, Continue SERVICE BLUEPRINTING CURRENT STATE BLUEPRINT FUTURE STATE BLUEPRINT gap
  76. 76. ADAPTIVE PATH | UXI Prioritize, Zoom in, Detail SERVICE BLUEPRINTING ZOOM IN, THEN PROVIDE MORE DETAIL
  77. 77. ADAPTIVE PATH | UXI Orchestrate Implementation SERVICE BLUEPRINTING SINGLE TOUCHPOINT COORDINATED TOUCHPOINTS
  78. 78. ADAPTIVE PATH | UXI Make New Friends SERVICE BLUEPRINTING PROCESS ENGINEERING BUSINESS TECHNOLOGY CHANGE MANAGEMENT DESIGNER
  79. 79. Service Storming → Acting Outside of the Box → Exercise: Service Storming 83ADAPTIVE PATH | UXI SERVICE DESIGN
  80. 80. 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 84source: The ExploritoriumADAPTIVE PATH | UXI
  81. 81. DATEADAPTIVE PATH PROJECT TITLE source: The ExploritoriumADAPTIVE PATH | UXI
  82. 82. DATEADAPTIVE PATH PROJECT TITLE source: http://flic.kr/p/cdGP3GADAPTIVE PATH | UXI
  83. 83. DATEADAPTIVE PATH PROJECT TITLE source: The ExploratoriumADAPTIVE PATH | UXI
  84. 84. DATEADAPTIVE PATH PROJECT TITLE source: The ExploritoriumADAPTIVE PATH | UXI
  85. 85. 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 ADAPTIVE PATH | UXI 89 SERVICE STORMING
  86. 86. ADAPTIVE PATH | UXI Definition A collaborative activity, focused on the generation of new service experience concepts through acting. SERVICE STORMING
  87. 87. Service storming uses voice, physicality, and staging to quickly prototype and refine service encounters.
  88. 88. 92ADAPTIVE PATH | UXI 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? Why Service Storming?
  89. 89. ADAPTIVE PATH | UXI Play
  90. 90. 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.
  91. 91. 95ADAPTIVE PATH | UXI Where in the Process? SERVICE STORMING JOURNEY IDEATION BLUEPRINT TOUCHPOINTS STORYBOARD RESEARCH
  92. 92. ADAPTIVE PATH | UXI EXERCISE #3 Service Storming → Brainstorming through acting SERVICE STORMING 96
  93. 93. 97ADAPTIVE PATH | UXI SERVICE STORMING No sitting Standing bodies tend to act 
 more than sitting bodies. 
 It’s physics. Look it up. No pitching Communicate what the service 
 would feel like. Don’t try to sell 
 the experience.
  94. 94. What if… → At least one touchpoint per scene. → Must be more than mobile, tablet, or computer. → Must include a face-to-face interaction with the customer or interaction with customer service. → Try it without dialog first, then add as needed. staffretail social phone email web mobile mailkiosk parking textsignage 10 MINUTES Service Storm 20 MINUTES Perform It 90 SECONDS AT HOME CHECK-IN PRE-BOARD IN-FLIGHT ARRIVAL
  95. 95. 99ADAPTIVE PATH | UXI SERVICE STORMING What Did You Think?
  96. 96. 100ADAPTIVE PATH | UXI Why Service Storming? → It’s easy to change and you can evaluate as you go. → It’s very human, full of behavior, emotion, and drama. → You can cover the whole experience quickly, rather 
 than getting caught up in the details. → You experienced it! SERVICE STORMING
  97. 97. 101ADAPTIVE PATH | UXI Variations → Early generative brainstorming → Communicate and explore service experience insights → Evolution and refinement of service stories → Detailed design of customer-staff interactions SERVICE STORMING
  98. 98. Acting TROUBLE SPOT LOW POINT HIGH POINT ADAPTIVE PATH'S GUIDE TO EXPERIENCE MAPPING TWITTER TEASER EMAIL WEBSITE GUIDE 102 SERVICE STORMING ADAPTIVE PATH | UXI
  99. 99. USER TWITTER TEASER EMAIL WEBSITE GUIDE ADAPTIVE PATH | UXI
  100. 100. ADAPTIVE PATH | UXI Service Modeling → Modeling Services → Exercise: Service Origami 104 SERVICE DESIGN
  101. 101. ADAPTIVE PATH | UXI Modeling From dolls and scale models to lego and drawing, model making can be a great way of walking someone through a service concept. SERVICE MODELING
  102. 102. ADAPTIVE PATH | UXI Business Origami Paper prototyping for service and systems design.
 —Jess McMullin SERVICE MODELING
  103. 103. Service Origami
  104. 104. 109ADAPTIVE PATH | UXI Benefits → Collaborative → Tangible → Low fidelity → Fast → Fun!!! SERVICE MODELING
  105. 105. DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH | UXI
  106. 106. ADAPTIVE PATH | UXI 111 Co-Value SERVICE MODELING Business 
 Goals Human 
 Goals Value ROEROI Offering Product Service Content Delivery Process Channel Fulfillment
  107. 107. ADAPTIVE PATH | UXI 112 Components → Canvas → Areas → People → Things → Places → Clouds → Actions → Flow → Value Exchange SERVICE MODELING
  108. 108. ADAPTIVE PATH | UXI 113 How it works SERVICE MODELING AREA PEOPLEPLACES THINGS ACTIONS CANVAS CLOUD 1 FLOW 2 3 VALUE EXCHANGE
  109. 109. ADAPTIVE PATH | UXI EXERCISE #3 Service Origami → Choose one person from your skit → Model your new service experiences with the origami cards → Articulate customer and business value for key service interaction 115
  110. 110. Storytelling → Envisioning Future Service Experiences → Storytelling & Storyboards → Exercise: Generating Concepts 116ADAPTIVE PATH | UXI SERVICE DESIGN
  111. 111. CALLOUT LOREM IPSUM DOLOR SIT AMET CONSECTET CALLOUT SWATCHES RAPHIC ELEMENTS source: http://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpgADAPTIVE PATH | UXI
  112. 112. DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH ON SERVICE DESIGN STORYTELLING The universe is made of stories, not atoms. Muriel Rukeyser
  113. 113. 119ADAPTIVE PATH | UXI Why Tell Stories? → Helps you think through the experience → Makes a vision of experience tangible → Allows you to easily communicate to others → Creates a common understanding STORYTELLING
  114. 114. The best stories are… → Authentically true → Delivered with passion → Connect at an emotional level → Have a clear beginning, middle, and end → Detailed but minimal 120 STORYTELLING ADAPTIVE PATH | UXI
  115. 115. Specificity is the soul of narrative. John Hodgman source: John Hodgman, John-H-preferred-photo.jpg
  116. 116. Acting & Improvisation
  117. 117. ADAPTIVE PATH | UXI Storyboards Storyboarding is a common way of envisioning a future service, setting the context and telling the service story. STORYTELLING
  118. 118. 125ADAPTIVE PATH | UXI Storyboards SERVICE STORIES
  119. 119. source: The Art of the Storyboard
  120. 120. ADAPTIVE PATH | UXI 127 Comics STORYTELLING
  121. 121. Illustration
  122. 122. 129ADAPTIVE PATH | UXI Building Blocks → Key moments and interactions → Emotions and thoughts → Context → Time! STORYTELLING
  123. 123. The best story wins.
  124. 124. ADAPTIVE PATH | UXI 131 Story Development STORYTELLING NARRATIVE SCREENPLAY STORYBOARD
  125. 125. ADAPTIVE PATH | UXI EXERCISE #4 Create a Storyboard → Create a storyboard for each service experience → Show a different feature in each panel STORYTELLING 133
  126. 126. 134ADAPTIVE PATH | UXI Guidance → Give your traveler a name. → Demonstrate the need and problem you’re solving. → Highlight only key moments of the experience. → Use color. → Keep it clear and simple. → Make it stand alone. STORYTELLING
  127. 127. 135ADAPTIVE PATH | UXI Title Short description of the overall service experience. Key Moment Provide a title that makes it easier to understand the intent of the moment. Use gerunds, e.g., Identifying Options Storyboards Draw an example of the action. Vary the level of zoom between panels to show both context and specific service interactions. Description Describe the action of the main character, including how this is helping the character and how he or she feels during the service interaction. Features List key features. Keep them free from a specific medium.
  128. 128. ADAPTIVE PATH | UXI 136 VISUAL EXAMPLE 1-2 SENTENCE DESCRIPTION OF THE ACTION FEATURE(S) TITLE OVERALL VALUE KEY MOMENT
  129. 129. Service Delivery → Vision to Execution → Exercise 5: Big Vision, Small Step 137ADAPTIVE PATH | UXI SERVICE DESIGN
  130. 130. You have your North Star... now what?!?
  131. 131. ADAPTIVE PATH | UXI 139 VISION PLANNING EXECUTION SERVICE DESIGN DOESN’T STOP HERE.
  132. 132. 140ADAPTIVE PATH | UXI Why your vision won’t make it. → Businesses love to chase squirrels → Ideas tend to get lost along the way → Features get executed in silos SERVICE DELIVERY
  133. 133. You need to carry the vision through planning and execution.
  134. 134. ADAPTIVE PATH | UXI Future State Blueprint SERVICE DELIVERY
  135. 135. 143ADAPTIVE PATH | UXI Start the Journey Service design is not one and done. SERVICE DELIVERY QUICK WIN BIG WIN
  136. 136. “If you want to do something big, start with something small...that has long-term strategic impact.” — NABEEL HAMDI, AUTHOR OF SMALL CHANGE
  137. 137. 145ADAPTIVE PATH | UXI Start Small Identify a touchpoint that can be designed and executed with the DNA of your service vision.
 SERVICE DELIVERY Quick meaningful win
  138. 138. 146ADAPTIVE PATH | UXI Define an Evolution Plan Plan how the experience can evolve to its north star vision with increasing value over time. 
 SERVICE DELIVERY
  139. 139. ADAPTIVE PATH | UXI 147 Speak Business Impact SERVICE DELIVERY What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive? Through which Channels do our Customer Segments want to be reached? How are we reaching them now? How are our Channels integrated? Which ones work best? Which ones are most cost-efficient? How are we integrating them with customer routines? For what value are our customers really willing to pay? For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues? For whom are we creating value? Who are our most important customers? What type of relationship does each of our Customer Segments expect us to establish and maintain with them? Which ones have we established? How are they integrated with the rest of our business model? How costly are they? What value do we deliver to the customer? Which one of our customer’s problems are we helping to solve? What bundles of products and services are we offering to each Customer Segment? Which customer needs are we satisfying? What Key Activities do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue streams? Who are our Key Partners? Who are our key suppliers? Which Key Resources are we acquiring from partners? Which Key Activities do partners perform? What Key Resources do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue Streams? Day Month Year No. This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. businessmodelgeneration.com/canvas/bmc
  140. 140. ADAPTIVE PATH | UXI EXERCISE #5 Big Vision, Small Step → Identify the MVS → Blueprint the pilot → No digital SERVICE DELIVERY 148
  141. 141. ADAPTIVE PATH | UXI We plan to pilot the service by… This will benefit the business by… BRIEFLY DESCRIBE THE PILOT SHEET The staff by… And travelers by… EXERCISE #5 Big Vision, Small Step SERVICE DELIVERY 149
  142. 142. 150ADAPTIVE PATH | UXI Example We plan to pilot the service by setting up a small team of customer service reps and having them ask additional questions during calls. We’ll collect those answers and give them to an assigned rep so they have the questions. This will help the business provide one voice to the customer. The customer will feel taken care of. SERVICE DELIVERY
  143. 143. Final Thoughts → Service design function → Role of designers 151ADAPTIVE PATH | UXI SERVICE DESIGN
  144. 144. 152ADAPTIVE PATH | UXI This isn’t magic. → Experience-driven approach → Multidisciplinary from day zero → Design skills and craft FINAL THOUGHTS
  145. 145. 153ADAPTIVE PATH | UXI Macro Trend: Shift to Services FINAL THOUGHTS http://www.nytimes.com/interactive/2012/01/20/business/the-iphone-economy.html
  146. 146. The service sector now generates ~64% of the world’s GDP. 79% International Monetary Fund, World Economic Outlook Database, April 2012: Nominal GDP list of countries.
  147. 147. 155ADAPTIVE PATH | UXI Who’s Doing Service Design? FINAL THOUGHTS — Complete unscientific guessing of who’s doing how much How’s this work getting done? SYSTEM ENGINEERS OPERATIONS MANAGEMENT BRANDING & MARKETING CUSTOMER SERVICE “THE ORGANIZATION” STRAIGHT-UP SERVICE DESIGNERS
  148. 148. ADAPTIVE PATH | UXI Future Model FINAL THOUGHTS BUSINESS STRATEGY
 + SERVICE DESIGN PLANNING PROJECTS DESIGN UX SX
  149. 149. ADAPTIVE PATH | UXI Inside Out FINAL THOUGHTS EXPERIENCES INTERACTIONS TOUCHPOINTS PROCEDURES SYSTEMS
  150. 150. ADAPTIVE PATH | UXI Outside In FINAL THOUGHTS EXPERIENCES INTERACTIONS TOUCHPOINTS PROCEDURES SYSTEMS
  151. 151. ADAPTIVE PATH | UXI Outside In FINAL THOUGHTS outsidein.forrester.com
  152. 152. ADAPTIVE PATH | UXI Inside Outside In FINAL THOUGHTS
  153. 153. ADAPTIVE PATH | UXI CASE STUDY Service Design In Action A True Story 162
  154. 154. CONVERSATIONS SOFTWARE 
 & TOOLS PRINT EMAIL WEB MOBILE 163ADAPTIVE PATH | UXI Service Profile SERVICE DESIGN IN ACTION
  155. 155. 164ADAPTIVE PATH | UXI SERVICE DESIGN IN ACTION Unhappy Customers
  156. 156. 165ADAPTIVE PATH | UXI SERVICE DESIGN IN ACTION Journey
  157. 157. 166ADAPTIVE PATH | UXI SERVICE DESIGN IN ACTION It must be actionable!
  158. 158. 167ADAPTIVE PATH | UXI SERVICE DESIGN IN ACTION Two Blueprints
  159. 159. 168ADAPTIVE PATH | UXI SERVICE DESIGN IN ACTION Print Application
  160. 160. 169ADAPTIVE PATH | UXI SERVICE DESIGN IN ACTION We’d like
 some more
 blueprints,
 please.
  161. 161. BLUEPRINT BLUEPRINT BLUEPRINT BLUEPRINT 170ADAPTIVE PATH | UXI SERVICE DESIGN IN ACTION Many Blueprints for One Journey
  162. 162. 171ADAPTIVE PATH | UXI SERVICE DESIGN IN ACTION Graphic Business Case
  163. 163. 172ADAPTIVE PATH | UXI SERVICE DESIGN IN ACTION Orchestrated Touchpoint Pilot
  164. 164. 173ADAPTIVE PATH | UXI SERVICE DESIGN IN ACTION Experience Roadmap
  165. 165. 1 client 3 years 2 journey maps 8 storyboards 9 blueprints 2 roadmaps Welcome Kit Application Packet Mobile app Emails Staff Tools Operational changes Design Toolkits $40 million savings 40% process time reduction 5% increase customer satisfaction New Design Team New Design Space
  166. 166. 175ADAPTIVE PATH | UXI SERVICE DESIGN IN ACTION “So what?”
  167. 167. More than methods, tools, 
 and innovative ideas
  168. 168. Not just about customers
  169. 169. Bigger than service design
  170. 170. Your thoughts?
  171. 171. PQ@ADAPTIVEPATH.COM & NICK@ADAPTIVEPATH.COM Thank You. San Francisco Pier One San Francisco CA 94107 415-495-8270

×