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5 Things I
Wish I Knew
A Service Design Journey
SERVICE EXPERIENCE CONFERENCE
OCTOBER 3, 2013
Why are you here?
I’M A POET
A DESIGNER
Design Process
RESEARCH INSIGHT IDEATE DELIVER
PHOTO CREDIT: KIPUM LEE
PHOTO CREDIT: KIPUM LEE
SERVICEDESIGNTOOLS.ORG
2006
ATTENDED FIRST
INTERNATIONAL
SERVICE DESIGN
CONFERENCE
2007
DIRECTED SECOND
INTERNATIONAL
SERVICE DESIGN
CONFERENCE
2008 – PRESENT
SUPPORTED THE
DEVELOPMENT OF
THE SERVICE
DESIGN NETWORK
5 Things I
Wish I Knew
1. It goes beyond customers.
We dropped our 10-year old Phoebe at the
San Francisco airport on Saturday, June
30th for her first flight as an
unaccompanied minor.
We then waited and waited for the call from
camp that she arrived safely. That call did
not come.
United has made the travel process and
experience unbearable by de-humanizing
any and all experiences UNLESS you are a
Premier member AND you beg someone to
‘be a parent’ AND they break the rules
ONLY then can they maybe help you.
There’s a deeper problem here.
TOUCHPOINT
CUSTOMER
STAFF
PRODUCTS OPERATIONS STRUCTURE CULTURE
CUSTOMER
EXPERIENCE
BIZ & STAFF
EXPERIENCE
SX
BUSINESSSTAFF
CUSTOMER
EMPATHY
TRIANGLE
We need a balance.
PEOPLE FIRSTBUSINESS FIRST
INSIDE OUT OUTSIDE IN
OUTSIDE IN
& INSIDE OUT
You need to design service experience from
inside and out.
Service design applies design methods and craft
to the definition and orchestration of service
experiences.
Service design examines the operations, culture,
and structure of an organization for impact on
service experience.
5 Things I Wish I Knew – A Service Design Journey
Foundational
Transformational
CREATING AN SX TEAM REPORTING THE NUMBERSASKING FOR BLUEPRINTS
My highlights
Advice
Be human.
Advice
Focus as much on staff and
business empathy as you do
customers.
2. You won’t always know
what you’re doing.
5 Things I Wish I Knew – A Service Design Journey
What improves the patient
experience at a neurosurgery clinic?
ANSWER
SEATING
ARRANGEMENT
BEFORE
AFTER
ANSWER
HANDOUT
I know you don’t want to be here.
I know you don’t want to know me.
But the best thing that could happen
is to know me.
I’ve performed more than 3,000 neurosurgical procedures. More
than 800 of those are what’s called minimally invasive endoscopic
procedures.
And I’m a person first. I’ll be direct and treat you like a friend.
Occasionally, I may even make you laugh.
ANSWER
INTERACTIVE
SYSTEM
You’re all right!
SERVICE DESIGN
PRODUCT DESIGN
Ambiguity and myriad solutions
means you won’t always know what
you’re doing.
RESPONDS TO NEW
LEARNINGS
KEEPS IT
EXCITING!
FOCUSES ON THE
RIGHT PROBLEM
Why that’s good
The real problem is often not the one
you’re asked to solve.
IT’S HARD TO BUY DIFFICULT TO PLANAMBIGUITY IS SCARY
Why that’s bad
Advice
Make the strategy tangible.
Advice
Show value through execution.
3. There’s lots of storytelling!
It’s hard to show a service experience.
CAPTURE
STORIES
MAP STORIES
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
People choose rail travel because it is
convenient, easy, and flexible.
Rail booking is only one part of people’s larger
travel process.
People build their travel plans over time. People value service that is respectful, effective
and personable.
EXPERIENCE
Rail Europe Experience Map
Kayak,
compare
airfare
Google
searches
Research
hotels
Talk with
friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets
arrive in mail
• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.
• It’s hard to trust Trip Advisor. Everyone is
so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?
• Website experience is easy and friendly!
• Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.
• Stressed that I’m about to leave the country
and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!
• I am feeling vulnerable to be in an unknown place in
the middle of the night.
• Stressed that the train won’t arrive on time for my
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
• Excited to share my vacation story with
my friends.
• A bit annoyed to be dealing with ticket refund
issues when I just got home.
View
maps
Arrange
travel
Blogs &
Travel sites
Plan with
interactive map
Review fares
Select pass(es)
Enter trips Confirm
itinerary
Delivery
options
Payment
options
Review &
confirm
Map itinerary
(finding pass)
Destination
pages
May call if
difficulties
occur
E-ticket Print
at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for
questions
Activities, unexpected changes
Change
plans
Check ticket
status
Print e-tickets
at home
web/
apps
Look up
timetables
Plan/
confirm
activities
Web
Share
photos
Share
experience
(reviews)
Request
refunds
Follow-up on refunds for booking changes
Share experience
Buy additional
tickets
Look up
time tables
Stakeholder interviews
Cognitive walkthroughs
Customer Experience Survey
Existing Rail Europe Documentation
Opportunities
Guiding Principles
Customer Journey
Information
sources
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.
Ongoing,
non-linear
Linear
process
Non-linear, but
time based
Communicate a clear value
proposition.
STAGE: Initial visit
Connect planning, shopping and
booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information
for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket
experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,
more savvy travelers.
STAGES: Global
Proactively help people deal
with change.
STAGES: Post-Booking, Traveling
Support people in creating their
own solutions.
STAGES: Global
Visualize the trip for planning
and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with
explicit purposes.
STAGES: Global
Communicate status clearly at
all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and
booking in Europe too.
STAGE: Traveling
Aggregate shipping with a
reasonable timeline.
STAGE: Booking
Help people get the help they
need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets
for refund
Get stamp
for refund
WRITE STORIES
ILLUSTRATE
STORIES
ACT OUT STORIES
SOCIALIZE STORIES
BUY ININSPIRATION
Stories are like putting wheels on a mountain.
Advice
Invest in storytelling.
Advice
Help others tell stories.
4. It’s not about ideas.
TYPICAL
HUNDREDS
OF IDEAS
Given the right inputs, everyone can
come up with great ideas.
Ideas are sexy.
Execution? Not so
much. This is a
conundrum.
— Behance CEO Scott Belsky
VISION PLANNING EXECUTION
SERVICE DESIGN
DOESN’T STOP HERE.
Ideas are a dime a
dozen. People who
implement them are
priceless.
— Mary Kay Ash
You need to carry the vision through
planning and execution.
It’s hard!
But really, really, really, really,
really important.
Businesses love to chase squirrels.
ALIGN
TOWARD A
COMMON GOAL
Ideas tend to get lost along the way.
MANAGE
DELIVERY
OVER TIME
MOBILE APP MAIL PIECECUSTOMER SERVICE
ORCHESTRATE
EXECUTION
Features get executed in silos.
Advice
Align ideas.
Advice
Know the service design can be
a long, hard journey.
Advice
Create a team to sustain the
vision through planning and
execution.
5. You can’t do this alone.
There is no black
box design in
service design.
Everyone can participate in the
design process.
DOCTORS
& NURSES
PROCESS
ENGINEERS &
EXECUTIVES
We can no longer work separately.
DESIGN BUSINESS
Advice
Bring customers, designers,
and the business together.
Advice
Create a common space to
work together and share ideas.
What’s next?
TELLING STORIES ORCHESTRATING
EXPERIENCES
FACILITATING DESIGN
Service design craft
CREATIVITY MANAGEMENTLEADERSHIP
Service Design Education
TOUCHPOINT
CUSTOMER
STAFF
PRODUCTS OPERATIONS STRUCTURE CULTURE
CUSTOMER
EXPERIENCE
BIZ & STAFF
EXPERIENCE
SX
Design-business hybrid
+
Programs, not projects
QUICK WIN
BIG WIN
SERVICE DESIGN IS
NOT ONE AND DONE
We shape our
buildings and
afterwards our
buildings shape us.
— Winston Churchill
We shape our services,
and our services shape us.
Design is about
making things exactly
as you want them.
— Bruce Mau
If you can design a service to be as
you would like it to be, what else
would you change in the world?
Thank you.
JAMIN HEGEMAN
DESIGN DIRECTOR
JAMIN@ADAPTIVEPATH.COM
@JAMIN | JAMIN.ORG

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5 Things I Wish I Knew – A Service Design Journey

  • 1. 5 Things I Wish I Knew A Service Design Journey SERVICE EXPERIENCE CONFERENCE OCTOBER 3, 2013
  • 2. Why are you here?
  • 11. 2008 – PRESENT SUPPORTED THE DEVELOPMENT OF THE SERVICE DESIGN NETWORK
  • 12. 5 Things I Wish I Knew
  • 13. 1. It goes beyond customers.
  • 14. We dropped our 10-year old Phoebe at the San Francisco airport on Saturday, June 30th for her first flight as an unaccompanied minor. We then waited and waited for the call from camp that she arrived safely. That call did not come.
  • 15. United has made the travel process and experience unbearable by de-humanizing any and all experiences UNLESS you are a Premier member AND you beg someone to ‘be a parent’ AND they break the rules ONLY then can they maybe help you.
  • 16. There’s a deeper problem here.
  • 17. TOUCHPOINT CUSTOMER STAFF PRODUCTS OPERATIONS STRUCTURE CULTURE CUSTOMER EXPERIENCE BIZ & STAFF EXPERIENCE SX
  • 19. PEOPLE FIRSTBUSINESS FIRST INSIDE OUT OUTSIDE IN OUTSIDE IN & INSIDE OUT You need to design service experience from inside and out.
  • 20. Service design applies design methods and craft to the definition and orchestration of service experiences. Service design examines the operations, culture, and structure of an organization for impact on service experience.
  • 23. CREATING AN SX TEAM REPORTING THE NUMBERSASKING FOR BLUEPRINTS My highlights
  • 25. Advice Focus as much on staff and business empathy as you do customers.
  • 26. 2. You won’t always know what you’re doing.
  • 28. What improves the patient experience at a neurosurgery clinic?
  • 30. ANSWER HANDOUT I know you don’t want to be here. I know you don’t want to know me. But the best thing that could happen is to know me. I’ve performed more than 3,000 neurosurgical procedures. More than 800 of those are what’s called minimally invasive endoscopic procedures. And I’m a person first. I’ll be direct and treat you like a friend. Occasionally, I may even make you laugh.
  • 34. Ambiguity and myriad solutions means you won’t always know what you’re doing.
  • 35. RESPONDS TO NEW LEARNINGS KEEPS IT EXCITING! FOCUSES ON THE RIGHT PROBLEM Why that’s good
  • 36. The real problem is often not the one you’re asked to solve.
  • 37. IT’S HARD TO BUY DIFFICULT TO PLANAMBIGUITY IS SCARY Why that’s bad
  • 40. 3. There’s lots of storytelling!
  • 41. It’s hard to show a service experience.
  • 43. MAP STORIES Experience Map for Rail Europe | August 2011 STAGES DOING FEELING Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel People choose rail travel because it is convenient, easy, and flexible. Rail booking is only one part of people’s larger travel process. People build their travel plans over time. People value service that is respectful, effective and personable. EXPERIENCE Rail Europe Experience Map Kayak, compare airfare Google searches Research hotels Talk with friends Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Paper tickets arrive in mail • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? • Website experience is easy and friendly! • Frustrated to not know sooner about which tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. • Stressed that I’m about to leave the country and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! • I am feeling vulnerable to be in an unknown place in the middle of the night. • Stressed that the train won’t arrive on time for my connection. • Meeting people who want to show us around is fun, serendipitous, and special. • Excited to share my vacation story with my friends. • A bit annoyed to be dealing with ticket refund issues when I just got home. View maps Arrange travel Blogs & Travel sites Plan with interactive map Review fares Select pass(es) Enter trips Confirm itinerary Delivery options Payment options Review & confirm Map itinerary (finding pass) Destination pages May call if difficulties occur E-ticket Print at Station Web raileurope.com Wait for paper tickets to arriveResearch destinations, routes and products Live chat for questions Activities, unexpected changes Change plans Check ticket status Print e-tickets at home web/ apps Look up timetables Plan/ confirm activities Web Share photos Share experience (reviews) Request refunds Follow-up on refunds for booking changes Share experience Buy additional tickets Look up time tables Stakeholder interviews Cognitive walkthroughs Customer Experience Survey Existing Rail Europe Documentation Opportunities Guiding Principles Customer Journey Information sources RAIL EUROPE THINKING • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each place for site seeing and activities? • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? • Do I have everything I need? • Rail Europe website was easy and friendly, but when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? • I just figured we could grab a train but there are not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? • Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability more carefully. Ongoing, non-linear Linear process Non-linear, but time based Communicate a clear value proposition. STAGE: Initial visit Connect planning, shopping and booking on the web. STAGES: Planning, Shopping, Booking Arm customers with information for making decisions. STAGES: Shopping, Booking Improve the paper ticket experience. STAGES: Post-Booking, Travel, Post-Travel Make your customers into better, more savvy travelers. STAGES: Global Proactively help people deal with change. STAGES: Post-Booking, Traveling Support people in creating their own solutions. STAGES: Global Visualize the trip for planning and booking. STAGES: Planning, Shopping Enable people to plan over time. STAGES: Planning, Shopping Engage in social media with explicit purposes. STAGES: Global Communicate status clearly at all times. STAGES: Post-Booking, Post Travel Accommodate planning and booking in Europe too. STAGE: Traveling Aggregate shipping with a reasonable timeline. STAGE: Booking Help people get the help they need. STAGES: Global GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Mail tickets for refund Get stamp for refund
  • 48. BUY ININSPIRATION Stories are like putting wheels on a mountain.
  • 51. 4. It’s not about ideas.
  • 53. Given the right inputs, everyone can come up with great ideas.
  • 54. Ideas are sexy. Execution? Not so much. This is a conundrum. — Behance CEO Scott Belsky
  • 55. VISION PLANNING EXECUTION SERVICE DESIGN DOESN’T STOP HERE.
  • 56. Ideas are a dime a dozen. People who implement them are priceless. — Mary Kay Ash
  • 57. You need to carry the vision through planning and execution.
  • 58. It’s hard! But really, really, really, really, really important.
  • 59. Businesses love to chase squirrels. ALIGN TOWARD A COMMON GOAL
  • 60. Ideas tend to get lost along the way. MANAGE DELIVERY OVER TIME
  • 61. MOBILE APP MAIL PIECECUSTOMER SERVICE ORCHESTRATE EXECUTION Features get executed in silos.
  • 63. Advice Know the service design can be a long, hard journey.
  • 64. Advice Create a team to sustain the vision through planning and execution.
  • 65. 5. You can’t do this alone.
  • 66. There is no black box design in service design.
  • 67. Everyone can participate in the design process.
  • 70. We can no longer work separately. DESIGN BUSINESS
  • 71. Advice Bring customers, designers, and the business together.
  • 72. Advice Create a common space to work together and share ideas.
  • 74. TELLING STORIES ORCHESTRATING EXPERIENCES FACILITATING DESIGN Service design craft CREATIVITY MANAGEMENTLEADERSHIP
  • 75. Service Design Education TOUCHPOINT CUSTOMER STAFF PRODUCTS OPERATIONS STRUCTURE CULTURE CUSTOMER EXPERIENCE BIZ & STAFF EXPERIENCE SX
  • 77. Programs, not projects QUICK WIN BIG WIN SERVICE DESIGN IS NOT ONE AND DONE
  • 78. We shape our buildings and afterwards our buildings shape us. — Winston Churchill
  • 79. We shape our services, and our services shape us.
  • 80. Design is about making things exactly as you want them. — Bruce Mau
  • 81. If you can design a service to be as you would like it to be, what else would you change in the world?
  • 82. Thank you. JAMIN HEGEMAN DESIGN DIRECTOR JAMIN@ADAPTIVEPATH.COM @JAMIN | JAMIN.ORG