Day 3
7 MAY 2015
Service Design

Social Media
→ Twitter
• @uxintensive
• #UXICopenhagen
• @ptquattlebaum & @dreamis
→ Email
• apevents@adaptivepath.com
2ADAPTIVE PATH | UXI
UX INTENSIVE

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

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

I’m a tree!

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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!

Service Design Fundamentals
→ Service Safari
→ Service Experience
→ Service Design
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SERVICE DESIGN

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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

Coordinated

Personal

Relationship

Fun

Imperfect

Personality

Thoughtful

Human

Helpful

Participatory

Hidden Parts

Feedback

FLIGHT INFO
SCREENS
WAYFINDER
QUEUE
WAY FINDING
GARBAGE
SAFETY INFO
SECURITY
OFFICER
SIGNAGE

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.”

http://blog.modernmechanix.com/mags/PopularScience/10-1937/shoe_shine_merry_go_round.jpg

http://www.jetsetzero.tv/wp-content/uploads/2009/07/P1010270.jpg

Healthcare
wheelchair
razor cracker knee brace
surgeon letter website
therapist

Media
website installer menu
tablet bill phone

ADAPTIVE PATH | UXI 27
Government
line
photoconversationnumber
check in test chair
license

Organizations don’t think this
way about experience.

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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
Levels of Zoom

The greater the complexity, the
more you need an approach for
strategy, planning, and design
of the service experience.

To design service experiences,
many disciplines, silos,
products, and experiences need
to be orchestrated.

How do we do this?

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

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

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Service Design Isn’t New
Service providers have been designing
services for years, but they haven’t always
included designers in the process.
FUNDAMENTALS

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

servicedesigntools.org

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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

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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

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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

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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

Service Architecture
→ Front Stage & Back Stage
→ Service Blueprints
→ Exercise: Service Blueprinting
43ADAPTIVE PATH | UXI
SERVICE DESIGN

http://parksandresorts2.wdpromedia.com/media/dvc_v0500/prospects/mediaplayer/destinations/disney/slides/walt-disney-world-01-v1.jpgADAPTIVE PATH | UXI

http://3.bp.blogspot.com/-vuFh-zGnCMA/Tj1ZJHuHjQI/AAAAAAAAwYk/E3iXCXgB_jU/s1600/IMG_1447.JPGADAPTIVE PATH | UXI

http://suncoastnews.com/storyimage/SU/20100601/ARTICLE/306019991/AR/0/AR-306019991.jpgADAPTIVE PATH | UXI

http://upload.wikimedia.org/wikipedia/en/archive/4/4c/20060907070136!Push_with_characters.jpgADAPTIVE PATH | UXI

http://1.bp.blogspot.com/-3JyXnsbYZsQ/UxkvNFWWnoI/AAAAAAAAEzQ/zNVSwDw9XhE/s1600/4Keys.JPGADAPTIVE PATH | UXI

http://www.doctordisney.com/wp-content/uploads/2014/03/mickey-brooms.jpgADAPTIVE PATH | UXI

http://upload.wikimedia.org/wikipedia/commons/8/8c/WaltDisneyplansDisneylandDec1954.jpgADAPTIVE PATH | UXI

http://bigfloridacountry.com/utilidors/utilidor_construction_1.jpgADAPTIVE PATH | UXI

http://atlas-dev.s3.amazonaws.com/uploads/assets/disney_exec_housekeeper.jpegADAPTIVE PATH | UXI

http://atlas-dev.s3.amazonaws.com/uploads/assets/disney_exec_housekeeper.jpegADAPTIVE PATH | UXI

http://atlas-dev.s3.amazonaws.com/uploads/assets/flakt_diagram_red.jpeg
ADAPTIVE PATH | UXI

http://2.bp.blogspot.com/-KZ0KVmJactI/Tpxbe9jnO9I/AAAAAAAAB24/QoB3_2S0jpI/s1600/IMG_9005.JPGADAPTIVE PATH | UXI

http://2.bp.blogspot.com/-KZ0KVmJactI/Tpxbe9jnO9I/AAAAAAAAB24/QoB3_2S0jpI/s1600/IMG_9005.JPG
Experience
Magic
ADAPTIVE PATH | UXI

http://2.bp.blogspot.com/-KZ0KVmJactI/Tpxbe9jnO9I/AAAAAAAAB24/QoB3_2S0jpI/s1600/IMG_9005.JPG
Frontstage
Backstage
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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

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Where in the Process?
SERVICE ARCHITECTURE
JOURNEY
IDEATION
FUTURE STATE
BLUEPRINT
TOUCHPOINTS
STORYBOARD
RESEARCH
CURRENT STATE
BLUEPRINT

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Blueprint Building Blocks
SERVICE ARCHITECTURE
LINE OF VISIBILITY
CUSTOMER ACTIONS
TOUCHPOINTS
STAFF ACTIONS
BACK STAGE STAFF
SUPPORT PROCESSES

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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

FLIGHT INFO
SCREENS
WAYFINDER
QUEUE
WAYFINDING
GARBAGE
SAFETY INFO
SECURITY
OFFICER
SIGNAGE
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Operations (Backstage)
→ Backstage staff
→ Employee tools (digital and analog)
→ Business processes
→ Invisible third parties
→ Supporting technologies
SERVICE ARCHITECTURE

http://upload.wikimedia.org/wikipedia/commons/3/3b/Ironer-folders.jpgADAPTIVE PATH | UXI

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

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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

http://tinyurl.com/cdw6ya

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

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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

ADAPTIVE PATH | UXI
EXERCISE #1
Service
Blueprinting
→ Blueprint the current state of the
airline check-in experience
SERVICE ARCHITECTURE
72

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

ADAPTIVE PATH | UXI 76
SERVICE BLUEPRINTING
Takeaways

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Determine
Your Scale
SERVICE BLUEPRINTING
SERVICE JOURNEY
BLUEPRINT
BLUEPRINT
BLUEPRINT
BLUEPRINT

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Decide Your
Fidelity
SERVICE BLUEPRINTING
POST-ITS
EXCEL
ILLUSTRATOR

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Start, Stop,
Continue
SERVICE BLUEPRINTING CURRENT STATE BLUEPRINT
FUTURE STATE BLUEPRINT
gap

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Prioritize,
Zoom in,
Detail
SERVICE BLUEPRINTING
ZOOM IN, THEN
PROVIDE MORE DETAIL

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Orchestrate
Implementation
SERVICE BLUEPRINTING
SINGLE TOUCHPOINT
COORDINATED TOUCHPOINTS

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Make New
Friends
SERVICE BLUEPRINTING
PROCESS ENGINEERING
BUSINESS
TECHNOLOGY
CHANGE MANAGEMENT
DESIGNER

Service Storming
→ Acting Outside of the Box
→ Exercise: Service Storming
83ADAPTIVE PATH | UXI
SERVICE DESIGN

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

DATEADAPTIVE PATH PROJECT TITLE
source: The ExploritoriumADAPTIVE PATH | UXI

DATEADAPTIVE PATH PROJECT TITLE
source: http://flic.kr/p/cdGP3GADAPTIVE PATH | UXI

DATEADAPTIVE PATH PROJECT TITLE
source: The ExploratoriumADAPTIVE PATH | UXI

DATEADAPTIVE PATH PROJECT TITLE
source: The ExploritoriumADAPTIVE PATH | UXI

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

ADAPTIVE PATH | UXI
Definition
A collaborative activity,
focused on the generation
of new service experience
concepts through acting.
SERVICE STORMING

Service storming uses voice,
physicality, and staging to
quickly prototype and refine
service encounters.

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?

ADAPTIVE PATH | UXI
Play

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.

95ADAPTIVE PATH | UXI
Where in the Process?
SERVICE STORMING
JOURNEY
IDEATION
BLUEPRINT
TOUCHPOINTS
STORYBOARD
RESEARCH

ADAPTIVE PATH | UXI
EXERCISE #3
Service
Storming
→ Brainstorming through acting
SERVICE STORMING
96

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.

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

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SERVICE STORMING
What Did You Think?

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

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Variations
→ Early generative brainstorming
→ Communicate and explore service experience insights
→ Evolution and refinement of service stories
→ Detailed design of customer-staff interactions
SERVICE STORMING

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

USER
TWITTER
TEASER
EMAIL
WEBSITE
GUIDE
ADAPTIVE PATH | UXI

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Service Modeling
→ Modeling Services
→ Exercise: Service Origami
104
SERVICE DESIGN

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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

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Business
Origami
Paper prototyping for
service and systems design.
—Jess McMullin
SERVICE MODELING

Service
Origami

109ADAPTIVE PATH | UXI
Benefits
→ Collaborative
→ Tangible
→ Low fidelity
→ Fast
→ Fun!!!
SERVICE MODELING

DATEADAPTIVE PATH PROJECT TITLE
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ADAPTIVE PATH | UXI 111
Co-Value
SERVICE MODELING
Business
Goals
Human
Goals
Value ROEROI
Offering
Product
Service
Content
Delivery
Process
Channel
Fulfillment

ADAPTIVE PATH | UXI 112
Components
→ Canvas
→ Areas
→ People
→ Things
→ Places
→ Clouds
→ Actions
→ Flow
→ Value Exchange
SERVICE MODELING

ADAPTIVE PATH | UXI 113
How it works
SERVICE MODELING
AREA
PEOPLEPLACES
THINGS
ACTIONS
CANVAS
CLOUD
1
FLOW
2
3
VALUE
EXCHANGE

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

Storytelling
→ Envisioning Future Service Experiences
→ Storytelling & Storyboards
→ Exercise: Generating Concepts
116ADAPTIVE PATH | UXI
SERVICE DESIGN

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

DATEADAPTIVE PATH PROJECT TITLE
ADAPTIVE PATH ON SERVICE DESIGN
STORYTELLING
The universe is made of
stories, not atoms.
Muriel Rukeyser

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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

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

Specificity is the
soul of narrative.
John Hodgman
source: John Hodgman, John-H-preferred-photo.jpg

Acting & Improvisation

ADAPTIVE PATH | UXI
Storyboards
Storyboarding is a common
way of envisioning a future
service, setting the context
and telling the service story.
STORYTELLING

125ADAPTIVE PATH | UXI
Storyboards
SERVICE STORIES

source: The Art of the Storyboard

ADAPTIVE PATH | UXI 127
Comics
STORYTELLING

Illustration

129ADAPTIVE PATH | UXI
Building Blocks
→ Key moments and interactions
→ Emotions and thoughts
→ Context
→ Time!
STORYTELLING

The best story wins.

ADAPTIVE PATH | UXI 131
Story Development
STORYTELLING
NARRATIVE SCREENPLAY STORYBOARD

ADAPTIVE PATH | UXI
EXERCISE #4
Create a
Storyboard
→ Create a storyboard for each
service experience
→ Show a different feature in each
panel
STORYTELLING
133

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

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.

ADAPTIVE PATH | UXI 136
VISUAL
EXAMPLE
1-2 SENTENCE
DESCRIPTION OF
THE ACTION
FEATURE(S)
TITLE
OVERALL VALUE
KEY MOMENT

Service Delivery
→ Vision to Execution
→ Exercise 5: Big Vision, Small Step
137ADAPTIVE PATH | UXI
SERVICE DESIGN

You have your North Star...
now what?!?

ADAPTIVE PATH | UXI 139
VISION PLANNING EXECUTION
SERVICE DESIGN
DOESN’T STOP
HERE.

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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

You need to carry the
vision through planning
and execution.

ADAPTIVE PATH | UXI
Future State
Blueprint
SERVICE DELIVERY

143ADAPTIVE PATH | UXI
Start the Journey
Service design is not one and done.
SERVICE DELIVERY
QUICK WIN
BIG WIN

“If you want to do something big,
start with something small...that
has long-term strategic impact.”
— NABEEL HAMDI, AUTHOR OF SMALL CHANGE

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

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

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.
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ADAPTIVE PATH | UXI
EXERCISE #5
Big Vision,
Small Step
→ Identify the MVS
→ Blueprint the pilot
→ No digital
SERVICE DELIVERY
148

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

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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

Final Thoughts
→ Service design function
→ Role of designers
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SERVICE DESIGN

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This isn’t magic.
→ Experience-driven approach
→ Multidisciplinary from day zero
→ Design skills and craft
FINAL THOUGHTS

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Macro Trend: Shift to Services
FINAL THOUGHTS
http://www.nytimes.com/interactive/2012/01/20/business/the-iphone-economy.html

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.

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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

ADAPTIVE PATH | UXI
Future
Model
FINAL THOUGHTS
BUSINESS STRATEGY
+ SERVICE DESIGN
PLANNING
PROJECTS
DESIGN UX
SX

ADAPTIVE PATH | UXI
Inside Out
FINAL THOUGHTS
EXPERIENCES
INTERACTIONS
TOUCHPOINTS
PROCEDURES
SYSTEMS

ADAPTIVE PATH | UXI
Outside In
FINAL THOUGHTS
EXPERIENCES
INTERACTIONS
TOUCHPOINTS
PROCEDURES
SYSTEMS

ADAPTIVE PATH | UXI
Outside In
FINAL THOUGHTS
outsidein.forrester.com

ADAPTIVE PATH | UXI
Inside
Outside In
FINAL THOUGHTS

ADAPTIVE PATH | UXI
CASE STUDY
Service Design
In Action
A True Story
162

CONVERSATIONS
SOFTWARE
& TOOLS
PRINT
EMAIL
WEB
MOBILE
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Service Profile
SERVICE DESIGN IN ACTION

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SERVICE DESIGN IN ACTION
Unhappy Customers

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SERVICE DESIGN IN ACTION
Journey

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SERVICE DESIGN IN ACTION
It must be
actionable!

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SERVICE DESIGN IN ACTION
Two Blueprints

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SERVICE DESIGN IN ACTION
Print Application

169ADAPTIVE PATH | UXI
SERVICE DESIGN IN ACTION
We’d like
some more
blueprints,
please.

BLUEPRINT
BLUEPRINT
BLUEPRINT
BLUEPRINT
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SERVICE DESIGN IN ACTION
Many Blueprints for One Journey

171ADAPTIVE PATH | UXI
SERVICE DESIGN IN ACTION
Graphic Business Case

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SERVICE DESIGN IN ACTION
Orchestrated Touchpoint Pilot

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SERVICE DESIGN IN ACTION
Experience Roadmap

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

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SERVICE DESIGN IN ACTION
“So what?”

More than methods, tools,
and innovative ideas

Not just about customers

Bigger than service design

Your thoughts?

PQ@ADAPTIVEPATH.COM & NICK@ADAPTIVEPATH.COM
Thank You.
San Francisco
Pier One
San Francisco CA
94107
415-495-8270