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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!
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!
Service Design Fundamentals
→ Service Safari
→ Service Experience
→ Service Design
7ADAPTIVE PATH | UXI
SERVICE DESIGN
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
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.
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
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
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
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
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
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
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
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
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
ADAPTIVE PATH | UXI
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
59ADAPTIVE PATH | UXI
Where in the Process?
SERVICE ARCHITECTURE
JOURNEY
IDEATION
FUTURE STATE
BLUEPRINT
TOUCHPOINTS
STORYBOARD
RESEARCH
CURRENT STATE
BLUEPRINT
60ADAPTIVE PATH | UXI
Blueprint Building Blocks
SERVICE ARCHITECTURE
LINE OF VISIBILITY
CUSTOMER ACTIONS
TOUCHPOINTS
STAFF ACTIONS
BACK STAGE STAFF
SUPPORT PROCESSES
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
FLIGHT INFO
SCREENS
WAYFINDER
QUEUE
WAYFINDING
GARBAGE
SAFETY INFO
SECURITY
OFFICER
SIGNAGE
ADAPTIVE PATH | UXI
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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
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
UX Intensive Copenhagen | Day 3 | Service Design
UX Intensive Copenhagen | Day 3 | Service Design
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
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
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
UX Intensive Copenhagen | Day 3 | Service Design
UX Intensive Copenhagen | Day 3 | Service Design
ADAPTIVE PATH | UXI 76
SERVICE BLUEPRINTING
Takeaways
ADAPTIVE PATH | UXI
Determine
Your Scale
SERVICE BLUEPRINTING
SERVICE JOURNEY
BLUEPRINT
BLUEPRINT
BLUEPRINT
BLUEPRINT
ADAPTIVE PATH | UXI
Decide Your
Fidelity
SERVICE BLUEPRINTING
POST-ITS
EXCEL
ILLUSTRATOR
ADAPTIVE PATH | UXI
Start, Stop,
Continue
SERVICE BLUEPRINTING CURRENT STATE BLUEPRINT
FUTURE STATE BLUEPRINT
gap
ADAPTIVE PATH | UXI
Prioritize,
Zoom in,
Detail
SERVICE BLUEPRINTING
ZOOM IN, THEN
PROVIDE MORE DETAIL
ADAPTIVE PATH | UXI
Orchestrate
Implementation
SERVICE BLUEPRINTING
SINGLE TOUCHPOINT
COORDINATED TOUCHPOINTS
ADAPTIVE PATH | UXI
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
99ADAPTIVE PATH | UXI
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
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
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
ADAPTIVE PATH | UXI
Service Modeling
→ Modeling Services
→ Exercise: Service Origami
104
SERVICE DESIGN
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
UX Intensive Copenhagen | Day 3 | Service Design
ADAPTIVE PATH | UXI
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
ADAPTIVE PATH | UXI
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
UX Intensive Copenhagen | Day 3 | Service Design
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
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
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
UX Intensive Copenhagen | Day 3 | Service Design
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.
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
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.
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
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
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
Final Thoughts
→ Service design function
→ Role of designers
151ADAPTIVE PATH | UXI
SERVICE DESIGN
152ADAPTIVE PATH | UXI
This isn’t magic.
→ Experience-driven approach
→ Multidisciplinary from day zero
→ Design skills and craft
FINAL THOUGHTS
153ADAPTIVE PATH | UXI
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.
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
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
163ADAPTIVE PATH | UXI
Service Profile
SERVICE DESIGN IN ACTION
164ADAPTIVE PATH | UXI
SERVICE DESIGN IN ACTION
Unhappy Customers
165ADAPTIVE PATH | UXI
SERVICE DESIGN IN ACTION
Journey
166ADAPTIVE PATH | UXI
SERVICE DESIGN IN ACTION
It must be
actionable!
167ADAPTIVE PATH | UXI
SERVICE DESIGN IN ACTION
Two Blueprints
168ADAPTIVE PATH | UXI
SERVICE DESIGN IN ACTION
Print Application
169ADAPTIVE PATH | UXI
SERVICE DESIGN IN ACTION
We’d like

some more

blueprints,

please.
BLUEPRINT
BLUEPRINT
BLUEPRINT
BLUEPRINT
170ADAPTIVE PATH | UXI
SERVICE DESIGN IN ACTION
Many Blueprints for One Journey
171ADAPTIVE PATH | UXI
SERVICE DESIGN IN ACTION
Graphic Business Case
172ADAPTIVE PATH | UXI
SERVICE DESIGN IN ACTION
Orchestrated Touchpoint Pilot
173ADAPTIVE PATH | UXI
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
175ADAPTIVE PATH | UXI
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

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UX Intensive Copenhagen | Day 3 | Service Design

  • 1. Day 3 7 MAY 2015 Service Design
  • 2. Social Media → Twitter • @uxintensive • #UXICopenhagen • @ptquattlebaum & @dreamis → Email • apevents@adaptivepath.com 2ADAPTIVE PATH | UXI UX INTENSIVE
  • 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
  • 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. Service Design Fundamentals → Service Safari → Service Experience → Service Design 7ADAPTIVE PATH | UXI SERVICE DESIGN
  • 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
  • 12. Fun
  • 16. Human
  • 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.”
  • 25. Healthcare wheelchair razor cracker knee brace surgeon letter website therapist
  • 27. ADAPTIVE PATH | UXI 27 Government line photoconversationnumber check in test chair license
  • 28. Organizations don’t think this way about experience.
  • 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
  • 31. The greater the complexity, the more you need an approach for strategy, planning, and design of the service experience.
  • 32. To design service experiences, many disciplines, silos, products, and experiences need to be orchestrated.
  • 33. How do we do this?
  • 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. 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. 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. 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
  • 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. 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. 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. 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. Service Architecture → Front Stage & Back Stage → Service Blueprints → Exercise: Service Blueprinting 43ADAPTIVE PATH | UXI SERVICE DESIGN
  • 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. 59ADAPTIVE PATH | UXI Where in the Process? SERVICE ARCHITECTURE JOURNEY IDEATION FUTURE STATE BLUEPRINT TOUCHPOINTS STORYBOARD RESEARCH CURRENT STATE BLUEPRINT
  • 60. 60ADAPTIVE PATH | UXI Blueprint Building Blocks SERVICE ARCHITECTURE LINE OF VISIBILITY CUSTOMER ACTIONS TOUCHPOINTS STAFF ACTIONS BACK STAGE STAFF SUPPORT PROCESSES
  • 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
  • 63. 63ADAPTIVE PATH | UXI Operations (Backstage) → Backstage staff → Employee tools (digital and analog) → Business processes → Invisible third parties → Supporting technologies SERVICE ARCHITECTURE
  • 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. 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
  • 70. 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
  • 71. 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
  • 72. ADAPTIVE PATH | UXI EXERCISE #1 Service Blueprinting → Blueprint the current state of the airline check-in experience SERVICE ARCHITECTURE 72
  • 73. 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
  • 76. ADAPTIVE PATH | UXI 76 SERVICE BLUEPRINTING Takeaways
  • 77. ADAPTIVE PATH | UXI Determine Your Scale SERVICE BLUEPRINTING SERVICE JOURNEY BLUEPRINT BLUEPRINT BLUEPRINT BLUEPRINT
  • 78. ADAPTIVE PATH | UXI Decide Your Fidelity SERVICE BLUEPRINTING POST-ITS EXCEL ILLUSTRATOR
  • 79. ADAPTIVE PATH | UXI Start, Stop, Continue SERVICE BLUEPRINTING CURRENT STATE BLUEPRINT FUTURE STATE BLUEPRINT gap
  • 80. ADAPTIVE PATH | UXI Prioritize, Zoom in, Detail SERVICE BLUEPRINTING ZOOM IN, THEN PROVIDE MORE DETAIL
  • 81. ADAPTIVE PATH | UXI Orchestrate Implementation SERVICE BLUEPRINTING SINGLE TOUCHPOINT COORDINATED TOUCHPOINTS
  • 82. ADAPTIVE PATH | UXI Make New Friends SERVICE BLUEPRINTING PROCESS ENGINEERING BUSINESS TECHNOLOGY CHANGE MANAGEMENT DESIGNER
  • 83. Service Storming → Acting Outside of the Box → Exercise: Service Storming 83ADAPTIVE PATH | UXI SERVICE DESIGN
  • 84. 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
  • 85. DATEADAPTIVE PATH PROJECT TITLE source: The ExploritoriumADAPTIVE PATH | UXI
  • 86. DATEADAPTIVE PATH PROJECT TITLE source: http://flic.kr/p/cdGP3GADAPTIVE PATH | UXI
  • 87. DATEADAPTIVE PATH PROJECT TITLE source: The ExploratoriumADAPTIVE PATH | UXI
  • 88. DATEADAPTIVE PATH PROJECT TITLE source: The ExploritoriumADAPTIVE PATH | UXI
  • 89. 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
  • 90. ADAPTIVE PATH | UXI Definition A collaborative activity, focused on the generation of new service experience concepts through acting. SERVICE STORMING
  • 91. Service storming uses voice, physicality, and staging to quickly prototype and refine service encounters.
  • 92. 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?
  • 93. ADAPTIVE PATH | UXI Play
  • 94. 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.
  • 95. 95ADAPTIVE PATH | UXI Where in the Process? SERVICE STORMING JOURNEY IDEATION BLUEPRINT TOUCHPOINTS STORYBOARD RESEARCH
  • 96. ADAPTIVE PATH | UXI EXERCISE #3 Service Storming → Brainstorming through acting SERVICE STORMING 96
  • 97. 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.
  • 98. 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
  • 99. 99ADAPTIVE PATH | UXI SERVICE STORMING What Did You Think?
  • 100. 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
  • 101. 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
  • 102. 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
  • 104. ADAPTIVE PATH | UXI Service Modeling → Modeling Services → Exercise: Service Origami 104 SERVICE DESIGN
  • 105. 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
  • 107. ADAPTIVE PATH | UXI Business Origami Paper prototyping for service and systems design.
 —Jess McMullin SERVICE MODELING
  • 109. 109ADAPTIVE PATH | UXI Benefits → Collaborative → Tangible → Low fidelity → Fast → Fun!!! SERVICE MODELING
  • 110. DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH | UXI
  • 111. ADAPTIVE PATH | UXI 111 Co-Value SERVICE MODELING Business 
 Goals Human 
 Goals Value ROEROI Offering Product Service Content Delivery Process Channel Fulfillment
  • 112. ADAPTIVE PATH | UXI 112 Components → Canvas → Areas → People → Things → Places → Clouds → Actions → Flow → Value Exchange SERVICE MODELING
  • 113. ADAPTIVE PATH | UXI 113 How it works SERVICE MODELING AREA PEOPLEPLACES THINGS ACTIONS CANVAS CLOUD 1 FLOW 2 3 VALUE EXCHANGE
  • 115. 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
  • 116. Storytelling → Envisioning Future Service Experiences → Storytelling & Storyboards → Exercise: Generating Concepts 116ADAPTIVE PATH | UXI SERVICE DESIGN
  • 117. 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
  • 118. DATEADAPTIVE PATH PROJECT TITLE ADAPTIVE PATH ON SERVICE DESIGN STORYTELLING The universe is made of stories, not atoms. Muriel Rukeyser
  • 119. 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
  • 120. 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
  • 121. Specificity is the soul of narrative. John Hodgman source: John Hodgman, John-H-preferred-photo.jpg
  • 123. ADAPTIVE PATH | UXI Storyboards Storyboarding is a common way of envisioning a future service, setting the context and telling the service story. STORYTELLING
  • 124. 125ADAPTIVE PATH | UXI Storyboards SERVICE STORIES
  • 125. source: The Art of the Storyboard
  • 126. ADAPTIVE PATH | UXI 127 Comics STORYTELLING
  • 128. 129ADAPTIVE PATH | UXI Building Blocks → Key moments and interactions → Emotions and thoughts → Context → Time! STORYTELLING
  • 129. The best story wins.
  • 130. ADAPTIVE PATH | UXI 131 Story Development STORYTELLING NARRATIVE SCREENPLAY STORYBOARD
  • 132. ADAPTIVE PATH | UXI EXERCISE #4 Create a Storyboard → Create a storyboard for each service experience → Show a different feature in each panel STORYTELLING 133
  • 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
  • 134. 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.
  • 135. ADAPTIVE PATH | UXI 136 VISUAL EXAMPLE 1-2 SENTENCE DESCRIPTION OF THE ACTION FEATURE(S) TITLE OVERALL VALUE KEY MOMENT
  • 136. Service Delivery → Vision to Execution → Exercise 5: Big Vision, Small Step 137ADAPTIVE PATH | UXI SERVICE DESIGN
  • 137. You have your North Star... now what?!?
  • 138. ADAPTIVE PATH | UXI 139 VISION PLANNING EXECUTION SERVICE DESIGN DOESN’T STOP HERE.
  • 139. 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
  • 140. You need to carry the vision through planning and execution.
  • 141. ADAPTIVE PATH | UXI Future State Blueprint SERVICE DELIVERY
  • 142. 143ADAPTIVE PATH | UXI Start the Journey Service design is not one and done. SERVICE DELIVERY QUICK WIN BIG WIN
  • 143. “If you want to do something big, start with something small...that has long-term strategic impact.” — NABEEL HAMDI, AUTHOR OF SMALL CHANGE
  • 144. 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
  • 145. 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
  • 146. 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
  • 147. ADAPTIVE PATH | UXI EXERCISE #5 Big Vision, Small Step → Identify the MVS → Blueprint the pilot → No digital SERVICE DELIVERY 148
  • 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
  • 149. 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
  • 150. Final Thoughts → Service design function → Role of designers 151ADAPTIVE PATH | UXI SERVICE DESIGN
  • 151. 152ADAPTIVE PATH | UXI This isn’t magic. → Experience-driven approach → Multidisciplinary from day zero → Design skills and craft FINAL THOUGHTS
  • 152. 153ADAPTIVE PATH | UXI Macro Trend: Shift to Services FINAL THOUGHTS http://www.nytimes.com/interactive/2012/01/20/business/the-iphone-economy.html
  • 153. 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.
  • 154. 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
  • 155. ADAPTIVE PATH | UXI Future Model FINAL THOUGHTS BUSINESS STRATEGY
 + SERVICE DESIGN PLANNING PROJECTS DESIGN UX SX
  • 156. ADAPTIVE PATH | UXI Inside Out FINAL THOUGHTS EXPERIENCES INTERACTIONS TOUCHPOINTS PROCEDURES SYSTEMS
  • 157. ADAPTIVE PATH | UXI Outside In FINAL THOUGHTS EXPERIENCES INTERACTIONS TOUCHPOINTS PROCEDURES SYSTEMS
  • 158. ADAPTIVE PATH | UXI Outside In FINAL THOUGHTS outsidein.forrester.com
  • 159. ADAPTIVE PATH | UXI Inside Outside In FINAL THOUGHTS
  • 160. ADAPTIVE PATH | UXI CASE STUDY Service Design In Action A True Story 162
  • 161. CONVERSATIONS SOFTWARE 
 & TOOLS PRINT EMAIL WEB MOBILE 163ADAPTIVE PATH | UXI Service Profile SERVICE DESIGN IN ACTION
  • 162. 164ADAPTIVE PATH | UXI SERVICE DESIGN IN ACTION Unhappy Customers
  • 163. 165ADAPTIVE PATH | UXI SERVICE DESIGN IN ACTION Journey
  • 164. 166ADAPTIVE PATH | UXI SERVICE DESIGN IN ACTION It must be actionable!
  • 165. 167ADAPTIVE PATH | UXI SERVICE DESIGN IN ACTION Two Blueprints
  • 166. 168ADAPTIVE PATH | UXI SERVICE DESIGN IN ACTION Print Application
  • 167. 169ADAPTIVE PATH | UXI SERVICE DESIGN IN ACTION We’d like
 some more
 blueprints,
 please.
  • 168. BLUEPRINT BLUEPRINT BLUEPRINT BLUEPRINT 170ADAPTIVE PATH | UXI SERVICE DESIGN IN ACTION Many Blueprints for One Journey
  • 169. 171ADAPTIVE PATH | UXI SERVICE DESIGN IN ACTION Graphic Business Case
  • 170. 172ADAPTIVE PATH | UXI SERVICE DESIGN IN ACTION Orchestrated Touchpoint Pilot
  • 171. 173ADAPTIVE PATH | UXI SERVICE DESIGN IN ACTION Experience Roadmap
  • 172. 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
  • 173. 175ADAPTIVE PATH | UXI SERVICE DESIGN IN ACTION “So what?”
  • 174. More than methods, tools, 
 and innovative ideas
  • 175. Not just about customers
  • 178. PQ@ADAPTIVEPATH.COM & NICK@ADAPTIVEPATH.COM Thank You. San Francisco Pier One San Francisco CA 94107 415-495-8270