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Jamin Hegeman | @jamin |
Designing for Multi-Touchpoint
Service Experiences
2
Schedule
8:30-9:00
9:00-10:00
10:00-10:30
10:30-10:45
10:45-11:30
11:30-12:00
Service Experience
Service Storming
Storyboarding
Break
Service Blueprinting
Wrap up and Q&A
3
What’s a multi-touchpoint
service experience?
Service Experience
healthcare sx
razor
wheelchair surgeon letter website
cracker knee brace therapist
6
menuinstallerwebsite
tablet bill phone
7
media sx
government sx
testcheck inline
number conversation licensephoto
chair
8
uber
9
Mobile App Text Message Vehicle
Driver Bottled Water Mobile App
Organizations don’t think this
way about experience.
11
User Experience Service Experience
Experience between person
and single touchpoint, usually
a digital product
Orchestrated experience between
all parts of the service, from
people to objects to places to
interfaces
12
Control
Feature
Product
Service
Organization
Community
Society
Levels of Zoom
Service design
13
Applies design methods and craft to the definition and
orchestration of service experiences.
Examines the operations, culture, and structure of an
organization for impact on service experience.
14
134 Harvard Business Review January-February 1984
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
There are several reasons for the lack of
analytical service systems designs. Services are
unusual in that they have impact, but no form. Like
light, they
Good and lasting service management requires much
more. Better service design provides the key to market
success, and more important, to growth.
15
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
16
Storyboards
17
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
Wait Wait Responds Follow to
Exam Rm
Wait in
Exam Rm
Answer
Questions Wait
Ask
Questions
Return
Door Tag Wait
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
area of visibility
account executives product executives (BTO) operat
P P P PP P P P PP
script
hazard line
provider’sstepscustomerstepsbackstage
application
support
processes
service
representative
onstagebackstage
implementation
Dialing IBM-HELP to get assistance with Lotus Notes
Carrie Chan | IBM T.J Watson Research Center, Hawthorne NY | 6.15.07
Blueprinting ideas v.4
problem with Lotus
Notes Mail and
Calendar syncing
customer’sjourney
i’m pressing ‘3’ and
nothing is happening...
serviceevidence
he’s apologizing for soft-
ware malfunction - is this
the same problem i was
just having? or should i be
worrying about something
else?
how long am i being
put on hold for?
he’s talking really fast
he’s assuming i know all the
IBM language even though I’ve
repeatedly told him I was new
is he even listening to
me? he seems to be
typing a lot. and not
paying attention.
6D1511 is before
6A1511 in the menu
choices... did I hear
6D1511 correctly?
finally, the agent is back
Dislike calling call centers
DIAL TALK TO AGENTNAVIGATE PRE-RECORDED MENU WAIT FOLLOW AGENT’S S
Ask customer what
problem they’re having.
Ask for employee serial
number.
Present customer with menu options to
redirect call.
Redirect call after customer inputs a
choice.
Introduce yourself.
Apologize for software
malfunction.
Ask if they are on or
off site.
Look up information regarding
Lotus Notes Mail and Calendar
syncing on database.
Ask what error message
the customer is getting.
Proceed to follow steps outlined in documentation.Give introductory speech.
e of visibility
WAIT FOR CALL INTRODUCTIONDIRECT CALL TO PROPER DEPT. FIND SOLUTION TO PROBLEM WALK CUSTOMGET PROBLEM
Carrie Chan | thinkcarrie.com
Living with Complexity, Donald Norman
servicedesigntools.org
19
20
“Service design is designing
the bus lines. We don’t think
about why someone goes from
A to B.”
– Director of RATP, Paris
22
— Complete unscientific guessing of who’s doing how much
How’s this work
getting done?
System Engineers
Operations
Management
Branding &
Marketing
Customer Service
“e Organization”
Straight-up Service
Designers
*Brandon Schauer
Don’t let the experience happen.
Don’t let the experience happen.
Design it.
“If you want to do something
big, start with something
small...that has long-term
strategic impact.”
– Nabeel Hamdi, author of Small Change
25
Business Strategy
Planning
Projects
Design
CURRENT
26
Business Strategy
+ Service Design
Planning
Projects
Design
FUTURE
UX
SX
27
experiences
interactions
touchpoints
procedures
systems
Inside Out
28
experiences
interactions
touchpoints
procedures
systems
Outside In
29
outsidein.forrester.com
30
Inside Outside In
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
31
Outcomes
To design service experiences,
many disciplines, silos,
products, and experiences
need to be orchestrated.
How do we do this?
Service Storming
Service Storming
35
A collaborative activity, focused on
the generation of new service
experience concepts through acting.
Benefits
Promotes team bonding
Helps you think outside of the box, screen, silo
Levels the playing field
Surfaces assumptions
Requires no tools (quick, easy to change)
Let’s you have fun at work!
36
37
38
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 performance connects
with the audience, you are
probably being human.
Where in the process?
39
Journey
Ideation
Blueprint
Touchpoints
Storyboard
research
40
Warm up!
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."
e 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!
(Martha game –author unknown)
41
Must be more than mobile, tablet, or computer.
Must include a face-to-face interaction with the
customer or interaction with customer service.
Family-oriented
Fun and entertaining
Social and earth conscious
We’re creating a home
energy service for 2018.
42
What if...home energy 2018 +
10 minutes
costcarhome family schedule email web mobileappliance heating textusage
Beginning Middle End
Service Storm
20 minutes
At least three touchpoints, at least one per scene.
Perform it
2 minutes
43
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 did you think?
44
Break
Storytelling
47
Makes a vision of experience tangible.
Allows you to easily communicate to others.
Focuses on the experience, rather than the details.
Why tell stories?
48
Storyboards
49
50
Give your character a name.
Use a Sharpie and write one simple sentence of the action.
Create new storyboards, or modify the template, as needed
Guidance
Service Blueprinting
52
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.
Service Blueprint
Where in the process?
53
Journey
Ideation
Blueprint
Touchpoints
Storyboard
research
54
Building Blocks
Customer Actions
Touchpoints
Staff Actions
Back Stage Staff
Support Processes
Time
Line of Visibility
55
Physical locations
Specific parts of locations
Signage
Objects
Websites
Mailings
Spoken communication
Printed communication
Applications
Machinery
Customer service
Partners
From Designing for Interaction by Dan Saffer
Touchpoints
A touchpoint is something
you can design.
57
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
Conversation
Hamburger
ingredients
Server delivers
hamburger
Chef delivers
hamburger to
server
Customer
receivers order
Hamburger
Example
58
Customer orders
a hamburger
Dinner menu
Server records
order on iPad
Order system
iPad app
Hamburger
ingredients
Customer waits
Server checks on
customer
Chef receives
order and makes
burger
Customer asks
for water
Conversation
Server delivers
hamburger
Chef delivers
hamburger to
server
Customer
receivers order
Hamburger
Iteration
59
60
http://tinyurl.com/cdw6ya
61
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
62
Prototype of the future experience
Strategic tool for project planning
Combination of customer
experience with an operational tool
Benefits of Blueprinting
63
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
Conversation
Hamburger
ingredients
Server delivers
hamburger
Chef delivers
hamburger to
server
Customer
receivers order
Hamburger
Customer Actions
Touchpoints
Staff Actions
Back Stage Staff Actions
Support Processes
Tips
65
Determine your scale
Service journey
blueprint
blueprint
blueprint
blueprint
Decide your fidelity
66
Post its
excel
illustrator
Start, stop, continue
67
current state blueprint future state blueprint
gap
Prioritize, Zoom In, Detail
68
Zoom in,
then provide
more detail
69
Orchestrate implementation
single touchpoint
Coordinated touchpoints
Work with others
70
process engineering
business
Technology
change management
marketing
e Future of Blueprints
72
73
area of visibility
account executives product executives (BTO) operational executives (SO)
P P P PP P P P P P P P PP
script
hazard line
provider’sstepscustomerstepsbackstage
application
support
processes
service
representative
onstagebackstage
implementation
Dialing IBM-HELP to get assistance with Lotus Notes
Carrie Chan | IBM T.J Watson Research Center, Hawthorne NY | 6.15.07
Blueprinting ideas v.4
problem with Lotus
Notes Mail and
Calendar syncing
Lotus Notes
Mail and
Calendar syncing
works
Ticket number
customer’sjourney
i’m pressing ‘3’ and
nothing is happening...
serviceevidence
he’s apologizing for soft-
ware malfunction - is this
the same problem i was
just having? or should i be
worrying about something
else?
how long am i being
put on hold for?
he’s talking really fast
he’s assuming i know all the
IBM language even though I’ve
repeatedly told him I was new
is he even listening to
me? he seems to be
typing a lot. and not
paying attention.
what is a ticket number?
6D1511 is before
6A1511 in the menu
choices... did I hear
6D1511 correctly?
finally, the agent is back
he solved the
problem!
Dislike calling call centers
DIAL TALK TO AGENTNAVIGATE PRE-RECORDED MENU WAIT FOLLOW AGENT’S STEPS TO SOLVE PROBLEM PROBLEM
SOLVED
HANG UP?
Ask customer what
problem they’re having.
Ask for employee serial
number.
Present customer with menu options to
redirect call.
Redirect call after customer inputs a
choice.
Introduce yourself.
Apologize for software
malfunction.
Ask if they are on or
off site.
Look up information regarding
Lotus Notes Mail and Calendar
syncing on database.
Ask what error message
the customer is getting.
Proceed to follow steps outlined in documentation. Ask customer to write down the ticket number.
Email this ticket number to the customer.
Thank customer for calling IBM HELP.
Give introductory speech. Confirm that the
customer’s problem
is solved.
Ask if the customer
has any other
problems.
line of visibility
WAIT FOR CALL INTRODUCTIONDIRECT CALL TO PROPER DEPT. FIND SOLUTION TO PROBLEM WALK CUSTOMER THROUGH PROBLEM SOLUTION GIVE TICKET NUMBERGET PROBLEM CONCLUDE
thinkcarrie.com
Living with Complexity, Donald Norman
74
http://bit.ly/SK4HHU
Damaris Sepulveda | @shizada
Experiment!
76
Develop a service mindset
Work better across disciplines
Move from ideation to execution
of multi-touchpoint service
experiences
ese methods will help you...
How can you bring this into
your organization?
ank you!
78
CONTACT
JAMIN HEGEMAN
jamin@adaptivepath.com | @jamin
RESOURCES
SERVICE DESIGN NETWORK
service-design-network.org
SERVICE DESIGN TOOLS
servicedesigntools.org
DESIGN FOR SERVICE
designforservice.wordpress.com
SERVICE DESIGN DRINKS AND EVENTS
servicedesigning.org
SF SERVICE DESIGN DRINKS
@servicedesignsf

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Designing for Multi-touchpoint Experiences

  • 1. Jamin Hegeman | @jamin | Designing for Multi-Touchpoint Service Experiences
  • 3. 3
  • 6. healthcare sx razor wheelchair surgeon letter website cracker knee brace therapist 6
  • 8. government sx testcheck inline number conversation licensephoto chair 8
  • 9. uber 9 Mobile App Text Message Vehicle Driver Bottled Water Mobile App
  • 10. Organizations don’t think this way about experience.
  • 11. 11 User Experience Service Experience Experience between person and single touchpoint, usually a digital product Orchestrated experience between all parts of the service, from people to objects to places to interfaces
  • 13. Service design 13 Applies design methods and craft to the definition and orchestration of service experiences. Examines the operations, culture, and structure of an organization for impact on service experience.
  • 14. 14 134 Harvard Business Review January-February 1984 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 There are several reasons for the lack of analytical service systems designs. Services are unusual in that they have impact, but no form. Like light, they Good and lasting service management requires much more. Better service design provides the key to market success, and more important, to growth.
  • 15. 15 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
  • 17. 17 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 Wait Wait Responds Follow to Exam Rm Wait in Exam Rm Answer Questions Wait Ask Questions Return Door Tag Wait 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
  • 18. area of visibility account executives product executives (BTO) operat P P P PP P P P PP script hazard line provider’sstepscustomerstepsbackstage application support processes service representative onstagebackstage implementation Dialing IBM-HELP to get assistance with Lotus Notes Carrie Chan | IBM T.J Watson Research Center, Hawthorne NY | 6.15.07 Blueprinting ideas v.4 problem with Lotus Notes Mail and Calendar syncing customer’sjourney i’m pressing ‘3’ and nothing is happening... serviceevidence he’s apologizing for soft- ware malfunction - is this the same problem i was just having? or should i be worrying about something else? how long am i being put on hold for? he’s talking really fast he’s assuming i know all the IBM language even though I’ve repeatedly told him I was new is he even listening to me? he seems to be typing a lot. and not paying attention. 6D1511 is before 6A1511 in the menu choices... did I hear 6D1511 correctly? finally, the agent is back Dislike calling call centers DIAL TALK TO AGENTNAVIGATE PRE-RECORDED MENU WAIT FOLLOW AGENT’S S Ask customer what problem they’re having. Ask for employee serial number. Present customer with menu options to redirect call. Redirect call after customer inputs a choice. Introduce yourself. Apologize for software malfunction. Ask if they are on or off site. Look up information regarding Lotus Notes Mail and Calendar syncing on database. Ask what error message the customer is getting. Proceed to follow steps outlined in documentation.Give introductory speech. e of visibility WAIT FOR CALL INTRODUCTIONDIRECT CALL TO PROPER DEPT. FIND SOLUTION TO PROBLEM WALK CUSTOMGET PROBLEM Carrie Chan | thinkcarrie.com Living with Complexity, Donald Norman
  • 20. 20
  • 21. “Service design is designing the bus lines. We don’t think about why someone goes from A to B.” – Director of RATP, Paris
  • 22. 22 — Complete unscientific guessing of who’s doing how much How’s this work getting done? System Engineers Operations Management Branding & Marketing Customer Service “e Organization” Straight-up Service Designers *Brandon Schauer
  • 23. Don’t let the experience happen.
  • 24. Don’t let the experience happen. Design it.
  • 25. “If you want to do something big, start with something small...that has long-term strategic impact.” – Nabeel Hamdi, author of Small Change
  • 27. 26 Business Strategy + Service Design Planning Projects Design FUTURE UX SX
  • 32. 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 31 Outcomes
  • 33. To design service experiences, many disciplines, silos, products, and experiences need to be orchestrated.
  • 34. How do we do this?
  • 36. Service Storming 35 A collaborative activity, focused on the generation of new service experience concepts through acting.
  • 37. Benefits Promotes team bonding Helps you think outside of the box, screen, silo Levels the playing field Surfaces assumptions Requires no tools (quick, easy to change) Let’s you have fun at work! 36
  • 38. 37
  • 39. 38 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 performance connects with the audience, you are probably being human.
  • 40. Where in the process? 39 Journey Ideation Blueprint Touchpoints Storyboard research
  • 41. 40 Warm up! 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." e 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! (Martha game –author unknown)
  • 42. 41 Must be more than mobile, tablet, or computer. Must include a face-to-face interaction with the customer or interaction with customer service. Family-oriented Fun and entertaining Social and earth conscious We’re creating a home energy service for 2018.
  • 43. 42 What if...home energy 2018 + 10 minutes costcarhome family schedule email web mobileappliance heating textusage Beginning Middle End Service Storm 20 minutes At least three touchpoints, at least one per scene. Perform it 2 minutes
  • 44. 43 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.
  • 45. What did you think? 44
  • 46. Break
  • 48. 47 Makes a vision of experience tangible. Allows you to easily communicate to others. Focuses on the experience, rather than the details. Why tell stories?
  • 50. 49
  • 51. 50 Give your character a name. Use a Sharpie and write one simple sentence of the action. Create new storyboards, or modify the template, as needed Guidance
  • 53. 52 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. Service Blueprint
  • 54. Where in the process? 53 Journey Ideation Blueprint Touchpoints Storyboard research
  • 55. 54 Building Blocks Customer Actions Touchpoints Staff Actions Back Stage Staff Support Processes Time Line of Visibility
  • 56. 55 Physical locations Specific parts of locations Signage Objects Websites Mailings Spoken communication Printed communication Applications Machinery Customer service Partners From Designing for Interaction by Dan Saffer Touchpoints
  • 57. A touchpoint is something you can design.
  • 58. 57 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 Conversation Hamburger ingredients Server delivers hamburger Chef delivers hamburger to server Customer receivers order Hamburger Example
  • 59. 58 Customer orders a hamburger Dinner menu Server records order on iPad Order system iPad app Hamburger ingredients Customer waits Server checks on customer Chef receives order and makes burger Customer asks for water Conversation Server delivers hamburger Chef delivers hamburger to server Customer receivers order Hamburger Iteration
  • 60. 59
  • 62. 61 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
  • 63. 62 Prototype of the future experience Strategic tool for project planning Combination of customer experience with an operational tool Benefits of Blueprinting
  • 64. 63 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 Conversation Hamburger ingredients Server delivers hamburger Chef delivers hamburger to server Customer receivers order Hamburger Customer Actions Touchpoints Staff Actions Back Stage Staff Actions Support Processes
  • 65. Tips
  • 66. 65 Determine your scale Service journey blueprint blueprint blueprint blueprint
  • 67. Decide your fidelity 66 Post its excel illustrator
  • 68. Start, stop, continue 67 current state blueprint future state blueprint gap
  • 69. Prioritize, Zoom In, Detail 68 Zoom in, then provide more detail
  • 71. Work with others 70 process engineering business Technology change management marketing
  • 72. e Future of Blueprints
  • 73. 72
  • 74. 73 area of visibility account executives product executives (BTO) operational executives (SO) P P P PP P P P P P P P PP script hazard line provider’sstepscustomerstepsbackstage application support processes service representative onstagebackstage implementation Dialing IBM-HELP to get assistance with Lotus Notes Carrie Chan | IBM T.J Watson Research Center, Hawthorne NY | 6.15.07 Blueprinting ideas v.4 problem with Lotus Notes Mail and Calendar syncing Lotus Notes Mail and Calendar syncing works Ticket number customer’sjourney i’m pressing ‘3’ and nothing is happening... serviceevidence he’s apologizing for soft- ware malfunction - is this the same problem i was just having? or should i be worrying about something else? how long am i being put on hold for? he’s talking really fast he’s assuming i know all the IBM language even though I’ve repeatedly told him I was new is he even listening to me? he seems to be typing a lot. and not paying attention. what is a ticket number? 6D1511 is before 6A1511 in the menu choices... did I hear 6D1511 correctly? finally, the agent is back he solved the problem! Dislike calling call centers DIAL TALK TO AGENTNAVIGATE PRE-RECORDED MENU WAIT FOLLOW AGENT’S STEPS TO SOLVE PROBLEM PROBLEM SOLVED HANG UP? Ask customer what problem they’re having. Ask for employee serial number. Present customer with menu options to redirect call. Redirect call after customer inputs a choice. Introduce yourself. Apologize for software malfunction. Ask if they are on or off site. Look up information regarding Lotus Notes Mail and Calendar syncing on database. Ask what error message the customer is getting. Proceed to follow steps outlined in documentation. Ask customer to write down the ticket number. Email this ticket number to the customer. Thank customer for calling IBM HELP. Give introductory speech. Confirm that the customer’s problem is solved. Ask if the customer has any other problems. line of visibility WAIT FOR CALL INTRODUCTIONDIRECT CALL TO PROPER DEPT. FIND SOLUTION TO PROBLEM WALK CUSTOMER THROUGH PROBLEM SOLUTION GIVE TICKET NUMBERGET PROBLEM CONCLUDE thinkcarrie.com Living with Complexity, Donald Norman
  • 77. 76 Develop a service mindset Work better across disciplines Move from ideation to execution of multi-touchpoint service experiences ese methods will help you...
  • 78. How can you bring this into your organization?
  • 79. ank you! 78 CONTACT JAMIN HEGEMAN jamin@adaptivepath.com | @jamin RESOURCES SERVICE DESIGN NETWORK service-design-network.org SERVICE DESIGN TOOLS servicedesigntools.org DESIGN FOR SERVICE designforservice.wordpress.com SERVICE DESIGN DRINKS AND EVENTS servicedesigning.org SF SERVICE DESIGN DRINKS @servicedesignsf