In this euroIA workshop, moderated by Kristel Vanael, Joannes Vandermeulen and Koen Peters, you will learn the methods and techniques to create an optimal service experience for your customer. During the exercises, you will be using the workshop material, posters and technique cards from the Service Design toolkit (http://www.servicedesigntoolkit.org/) that Namahn and Design Flanders have developed together.

1. EUROIA – BRUSSELS, SEPTEMBER 27, 2014

2. AGENDA, 9:00 – 13:00
WHO IS WHO
WHAT IS SERVICE DESIGN
OVERVIEW TOOLKIT
METHODOLOGY AND TOOLS
EXERCISE
00 CASE
01 USER INSIGHTS
02 PERSONA DIMENSIONS
03 DESIGN CHALLENGE
04 SERIOUS PLAY SCENARIOS
05 USERS’ JOURNEYS
EVALUATION

4. WHO IS WHO?
Who is Namahn?
Kristel Van Ael, kvae@namahn.com
Joannes Vandermeulen, jv@namahn.com
Koen Peters, @2pk_koen
What would you like to learn today?

6. DESIGN?
Design is the process of
finding the most elegant
answer to the question of
‘how do I…?’

7. SERVICE?
A service is the action
of helping or doing work
for someone.

8. SERVICE DESIGN?
Service design is about
finding the most elegant way
to help someone to do
something.

9. SERVICE DESIGN?
A methodology used to develop
a new service offering or to improve
an existing service offering through
design techniques.

10. CITY OF GEEL
Merging the services of City and OCMW

11. ARHUS ROESELARE
Library & knowledge center

12. TAXISTOP
Helping to find transport to an event

13. BPOST SHOP & DELIVER
The postman shops for you
and delivers at home

14. ZORGBEDRIJF ANTWERP
Reducing loneliness
through self-organisation

16. PEOPLE ARE
CENTRAL
Service design views
service provision from the
point of view of people: the
user of the service and the
service provider.
Qualitative
user insights are essential

17. HOLISTIC APPROACH
You look at the
service in its
entirety
All touch points and
channels.
Through time.

18. CO-CREATION
MODE
Design thinking
A common language between
disciplines > fostering
collaboration.
Design techniques ensure
concrete and solution-oriented
thinking.

19. IDEA EXPLORATION
FROM USER
REQUIREMENTS
Ideation
Generating (lots of) ideas by
using creativity techniques.
Finding solutions through
lateral thinking.

20. EVIDENCING
Visual
Visualisation and
prototyping makes
ideas concrete,
understandable and
discussable.

21. TESTING WITH
REAL USERS
Iterative
Frequent and early
testing is essential.
Ideas can continuously
improve.

23. WHY THIS TOOLKIT?
An introduction to service design
Design thinking methods to enable shared
understanding and co-creation
Service design is interdisciplinary
A DIY tool for non-designers (with a little help)

24. THE TOOLKIT INCLUDES…
A POSTER with an overview of the service design process;
A MANUAL with an introduction about service design and a step-by-step plan;
A SET OF “TECHNIQUE” CARDS that explain how to use each technique;
A SERIES OF PORTRAITS that you can use throughout the process;
WORKSHOP MATERIAL
For each technique you can download workshop material from the
website: www.servicedesigntoolkit.org

26. WHAT DO YOU NEED?
Process Facilitator (neutral)
Project leader
Design thinking techniques
Design capacities: translating ideas into concepts
and visualisations
Time (from people in your organisation)
Support from management

28. METHODOLOGY
Eight steps
Step one to four is about
understanding the problem and
what you want to solve
Step five to eight helps you find
solutions.
16 techniques
Designed to be used in
co-creation workshops.

29. STEP 1 : FRAMING
The very first step in the service design process
is to fully understand the questions: why do you
want to design this service? Which insights are
still missing?
In a workshop with colleagues from all departments of your
organisation that will be involved in the new service +
management and external partners if already indentified.

30. STEP 1: FRAMING
CONTEXT AND
OBJECTIVES
By scoping the project and
strategy together, you ensure
that all the interested parties
have the same understanding
and begin from the same
starting point.

31. STEP 1: FRAMING
RESEARCH
QUESTIONS
With this technique you identify
who your (potential) users are
and what you want to learn or
verify about their needs.

32. ADDITIONAL TECHNIQUE
Make a context model when
things are not clear yet.

33. STEP 2 : USER INSIGHTS
When you know where you want to go,
it’s time to listen to the users who will use your
service and the employees who will fulfill the
service.
This is a crucial step that you absolutely cannot skip.
In the ‘field’: in the context of use or future use.

34. STEP 2: INSIGHTS
EXPERIENCE
INTERVIEW
Gather insights from users by
talking with them about their
current experience of your service
or the context of your future
service.
Ask about all the phases of the
experience
Draw the experience by means of
a curve.

35. STEP 2: INSIGHTS
ACTORS MAP
Get a picture of all the possible
interested parties for your service
and the role that they play in the
system.
Identify possible secondary users
and other service providers who
could be interested in your
service or have an influence on
the experience of it.

36. PROCESSING TIP
Bring all the experience lines together
and look closely at the peaks and dips.

37. STEP 3 : PERSONAS
In this step, you bring together the insights
acquired in the previous phase.
You do this by making profiles of typical users and employees of
your future service. These are fictitious characters (or personas)
that capture as much as possible the various needs and desires
of the different target groups.
Do this in a workshop together with users.

38. STEP 3 : PERSONAS
PERSONA DIMENSIONS
When thinking about the solution we
want to meet the different needs
and expectations of the target
groups as closely as possible.
To decide on a good set of
personas, start by detailing the
personal characteristics that
influence your service. Think in
extremes; you certainly want to
include the difficult or picky user.

39. STEP 3 : PERSONAS
PERSONA SHEET
Create fictitious users of your
service. These users have a
name, a face, some personal
attributes, objectives and tasks.
Personas help you to get under
the skin of your users and, in the
later phases, help you to design
the service from the perspective
of the various users.

40. TIP - Use your personas throughout the
design process to evaluate your solutions.

41. STEP 4 : DESIGN SCOPE
In this step you determine what you actually
want to design.
User insights usually result in this being different from what you
initially proposed. By talking with and observing users you
discover underlying needs and desires.
In this step you reframe the scope of the project with the same
workshop group as in step one.

42. STEP 4 : DESIGN SCOPE
DESIGN CHALLENGE
In this exercise you reformulate
your initial question based on all
the insights that you have
gathered from inside and outside
the organisation.
You decide wat you want to
focus on and you formulate what
you wish to design in a single,
clear sentence.

43. STEP 4 : DESIGN SCOPE
DESIGN
REQUIREMENTS
From the design challenge,
determine what the high-level
requirements are for the
users.
Use your personas in this
exercise.

44. ADDITIONAL TECHNIQUE
Make a moodboard of your challenge.

45. STEP 5 : IDEATION
You now know enough to start designing.
Before you start creating concrete solutions it’s
important to make space for new thoughts.
You want to find innovative solutions and those are usually not the
ones that you already have in mind.
Involve users in this exercise. It can also help to invite people
from completely different domains (artists, scientists, …).

46. STEP 5 : IDEATION
LOTUS BLOSSOM
The lotus blossom is a
creativity technique for
reaching conclusions and
finding ideas by means of
fragmentation and association.
This technique stimulates the
participants to think laterally.

47. STEP 5 : IDEATION
THE COCD-box
You select the ideas based
on originality and feasibility
and you keep the ideas
that score well on both
criteria.
Let the workshop
participants vote by means
of stickerdots.

48. ADDITIONAL
TECHNIQUE
Look at the ‘Human
Drives’ for inspiration.

49. STEP 6 : SERVICE CONCEPT
Finally, you’re ready to find solutions, as always
from the viewpoint of the user and the employee.
Bring in the personas and think from their perspective.
Again, involve users in the workshop.

50. STEP 6 : CONCEPT
SERIOUS PLAY
Play the future user
experience.
Find ideas by playing
scenarios from your persona’s
standpoints.
Create the solution while you
play.

51. STEP 6 : SERVICE CONCEPT
USER JOURNEYS
User journeys are an overview of
the future service from the point
of view of all the users and
employees.
Combine all the scenarios.
By combining the various
experiences in time and through
the touch points, you quickly see
whether there are gaps, overlaps
or inconsistencies.

52. TIP - Play on a map if your service
involves a building or an
environment.

53. STEP 7 : PROTOTYPE & TEST
In step 7, ideas are worked out in prototypes or
mock-ups and tested with users and service
providers.
This phase is a crucial part of the service design process so
make sure not to skip this step. By testing with real users and
employees you’ll quickly and inexpensively discover what works
and what doesn’t.

54. STEP 7 : PROTOTYPE & TEST
TEST PREPARATION
There are three types of touch points
in service provision: digital, physical
and human. In this phase, you work
out each touch point into a testable
form. It certainly doesn’t have to be
“finished”.
With the template you determine
which touch points you want to test
and you describe, for each touch
point, what and who you need.

55. STEP 7 : PROTOTYPE & TEST
USERS TEST
In a user test, the future
service is tested with actual
users using prototypes in as
real a context as possible.
The aim is to efficiently
learn in practice what works
and what doesn’t work
before scaling up.

56. TIP – Make a table prototype if it’s too
costly to prototype on real scale.

57. STEP 8 : FEASIBILITY
In this last step, consider all the things that have
to be done (and changed) behind the scenes to
realise the service.
Make a comparison between the existing and
desired situation and create a roadmap.
Involve colleagues in this exercise and optionally partners who
know the organisational processes and workflows well.

58. STEP 8 : FEASIBILITY
BLUEPRINT
A blueprint is the summary of the
future service in which both the
front stage as well as the back
stage are mapped.
Figure out what the
consequences are of your future
service concept for the
organisation: the employees, the
organisational structure and the
underlying processes.

59. STEP 8 : FEASIBILITY
ROADMAP
Plan the route you need to take
in order to reach the renewed
service concept.
Determine what is minimally
needed for the pilot phase and
how you will work towards the
complete service in the
subsequent phases.

60. ADDITIONAL TECHNIQUE
Make a business model to find out how your
new service proposition can generate value
for the organisation.

61. QUESTIONS?

63. CASE-BASED EXPERIENCE
In groups
Mix up: avoid being together with colleagues
Presentation moments

64. WHO IS WHO?
Who are you?
Present yourself as an animal
Explain to your group members

66. CASE
HOW TO OPTIMIZE THE AIRPORT
EXPERIENCE?
1. Waiting moments
2. Transfers
3. Knowing what, when, where and how
(Orientation & timing)

67. 01: USER INSIGHTS
Practice the experience
interview
Interview each other.
Ask about phases and
experiences and draw the curve.
Go more in depth for the extreme
moments (ask why).

68. 01: USER INSIGHTS
Bring it together
What were your most interesting or
surprising insights?
Put them on post-its in keywords.
Put the post-its up while explaining
inside your group.

69. 02: DIMENSIONS
Practice persona
dimensions
What are the differences in needs
and expectations that will
influence your solution?
In your group, identify and write
on the poster.
Then combine into 6 personas.
Use at least each extreme once.

70. COFFEE BREAK

71. 03: DESIGN CHALLENGE
Define your design brief
In one group.
Who are the users you will focus
on?
Make a Chinese portrait of the
future service.
Formulate clearly: what problem
do you want to solve? What need
do you want to address?
Format: how + verb + user + goal?

72. 04: SCENARIOS
Build & Play your solution
Individually, note 5 to 10 solution
ideas on post-its.
In group, combine into scenarios.
Test your scenario through role-play.
Use the point of view of at
least 2 of your persona’s.
Improve while playing.

73. 05: USERS’ JOURNEY
Combine your scenario’s
into one service concept
In your group.
First define the phases.
For each persona, think what the needs
and activities are in each phase.
Then determine how your service fits in.
What are the touch points? What do your
employees do? What are the answers

75. THANK YOU