DT:DC Workshop: Service Blueprinting for Improved User Experience
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Whether it is buying a car, waiting for the cable installer, or dealing with flight changes at the airport, we've all been forced to interact with poorly designed services. This workshop was conducted for the Design Thinking:DC in 2014, to explore service design and some of its tools. It uses the customer journey tool and built upon it using a service blueprint to think about how to implement the operational processes necessary to make the user experience more efficient and enjoyable.
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DT:DC Workshop: Service Blueprinting for Improved User Experience
- 1. Service Blueprinting for Improved User Experience Sarah Fathallah
- 2. What is Service Design? Service design aims at designing services that are useful, usable and desirable from the user perspective, and efficient, effective and different from the provider perspective. “ Mager, B., & Sung, T. J. (2011). Special issue editorial: Designing for services. International Journal of Design, 5(2), 1-3.
- 3. What is Service Design? Service design aims at designing services that are useful, usable and desirable from the user perspective, and efficient, effective and different from the provider perspective. “ When you have two coffee shops next to each other that sell the same product at the same price, service design is the reason why you walk into one and not the other. “ Mager, B., & Sung, T. J. (2011). Special issue editorial: Designing for services. International Journal of Design, 5(2), 1-3. Stickforn, M., & Schneider, J. (2012). This is Service Design Thinking: Basics, Tools, Cases.
- 4. What are we doing today? We are going to map a “typical” user experience.1 2 3 We are going identify any “pain points” and try to improve the overall experience. We are going to think about what it would take to make that user experience happen.
- 6. User Journey
- 7. User Journey Arrives at car rental agency
- 8. User Journey Arrives at car rental agency Asks for reserved car
- 9. User Journey Arrives at car rental agency Asks for reserved car Complains about unavailable car
- 10. User Journey Arrives at car rental agency Asks for reserved car Accepts alternate car Complains about unavailable car
- 11. User Journey Arrives at car rental agency Asks for reserved car Fills out form Accepts alternate car Complains about unavailable car
- 12. User Journey Arrives at car rental agency Asks for reserved car Fills out form Accepts alternate car Complains about unavailable car + Pain Points
- 13. User Journey Arrives at car rental agency Asks for reserved car Fills out form Accepts alternate car Complains about unavailable car + Pain Points Mishandled reservation
- 14. User Journey Arrives at car rental agency Asks for reserved car Fills out form Accepts alternate car Complains about unavailable car + Pain Points Mishandled reservation “Chat with manager”
- 15. User Journey (Improved!) Arrives at car rental agency Asks for reserved car Fills out form Accepts alternate car Complains about unavailable car Mishandled reservation “Chat with manager” Arrives at car rental agency Fills out form Asks for reserved car
- 16. Your Turn! • Cable company • Car dealership • Dentist • Bank • Airport • Something else?
- 17. Service Blueprint 1 2 3 4 5 User actions Touchpoints Frontline staff Backstage support Support processes Line of interaction Line of visibility Line of internal interaction
- 19. Service Blueprint User actions 1 2 3 4 5 Touch- points Frontline staff Backstage support Support processes Arrives at car rental agency Fills out form Asks for reserved car
- 20. Service Blueprint User actions 1 2 3 4 5 Touch- points Frontline staff Backstage support Support processes Arrives at car rental agency Fills out form Asks for reserved car
- 21. Service Blueprint User actions 1 2 3 4 5 Touch- points Frontline staff Backstage support Support processes Arrives at car rental agency Fills out form Asks for reserved car Web- site
- 22. Service Blueprint User actions 1 2 3 4 5 Touch- points Frontline staff Backstage support Support processes Arrives at car rental agency Fills out form Asks for reserved car Salesperson Web- site
- 23. Service Blueprint User actions 1 2 3 4 5 Touch- points Frontline staff Backstage support Support processes Arrives at car rental agency Fills out form Asks for reserved car Salesperson Paper form Web- site
- 24. Service Blueprint Arrives at car rental agency Fills out form Asks for reserved car User actions 1 3 4 5 Touch- points Frontline staff Backstage support Support processes Salesperson Paper form2 Web- site
- 25. Service Blueprint Arrives at car rental agency Fills out form Asks for reserved car User actions 1 3 4 5 Touch- points Frontline staff Backstage support Support processes Salesperson Paper form Greets customer 2 Web- site
- 26. Service Blueprint Arrives at car rental agency Fills out form Asks for reserved car User actions 1 3 4 5 Touch- points Frontline staff Backstage support Support processes Salesperson Paper form Greets customer Confirms reservation 2 Web- site
- 27. Service Blueprint Arrives at car rental agency Fills out form Asks for reserved car User actions 1 3 4 5 Touch- points Frontline staff Backstage support Support processes Salesperson Paper form Greets customer Confirms reservation Hands out form 2 Web- site
- 28. Service Blueprint Arrives at car rental agency Fills out form Asks for reserved car User actions 1 3 4 5 Touch- points Frontline staff Backstage support Support processes Salesperson Paper form Greets customer Confirms reservation Enters informatio n Hands out form 2 Web- site
- 29. Service Blueprint Arrives at car rental agency Fills out form Asks for reserved car User actions 1 2 3 4 5 Touch- points Frontline staff Backstage support Support processes Salesperson Paper form Greets customer Confirms reservation Enters informatio n Hands out form Web- site
- 30. Service Blueprint Arrives at car rental agency Fills out form Asks for reserved car User actions 1 2 3 4 5 Touch- points Frontline staff Backstage support Support processes Salesperson Paper form Greets customer Hands out form Confirms reservation Maintains website Web- site Enters informatio n
- 31. Service Blueprint Arrives at car rental agency Fills out form Asks for reserved car User actions 1 2 3 4 5 Touch- points Frontline staff Backstage support Support processes Salesperson Paper form Greets customer Hands out form Confirms reservation Prints forms Maintains website Web- site Enters informatio n
- 32. Web- site Service Blueprint Arrives at car rental agency Fills out form Asks for reserved car User actions 1 2 3 5 Touch- points Frontline staff Support processes Salesperson Paper form Greets customer Hands out form 4 Backstage support Confirms reservation Prints forms Maintains website Enters informatio n
- 33. Service Blueprint Arrives at car rental agency Fills out form Asks for reserved car User actions 1 2 3 5 Touch- points Frontline staff Support processes Salesperson Paper form Greets customer Hands out form 4 Backstage support Car reservation system Confirms reservation Enters informatio n Web- site Prints forms Maintains website
- 34. Service Blueprint Arrives at car rental agency Fills out form Asks for reserved car User actions 1 2 3 5 Touch- points Frontline staff Support processes Salesperson Paper form Greets customer Hands out form 4 Backstage support Car reservation system Fleet control system Confirms reservation Enters informatio n Web- site Prints forms Maintains website
- 35. Your Turn! Arrives at car rental agency Fills out form Asks for reserved car User actions 1 2 3 5 Touch- points Frontline staff Support processes Salesperson Paper form Greets customer Hands out form 4 Backstage support Car reservation system Fleet control system Confirms reservation Enters informatio n Web- site Prints forms Maintains website
- 36. Debrief