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Service Design
Making
Patrick Quattlebaum | @ptquattlebaum
5 Sept 2013 @ Blend Conference, Charlotte, NC
Patrick Quattlebaum
Managing Director | @ptquattlebaum
Tracey Varnell
Lead Experience Designer
And!
source: http://www.servdes.org/wp/wp-content/uploads/2010/11/P1000994.jpg
THINKING
source: http://foliovision.com/images/2012/10/Rodin-the-Thinker.jpg
source: http://mjvinnovation.co.uk/wp-content/uploads/2013/04/lan%C3%A7amento-DT-1.jpg
source: http://www.saramcguyer.com/wp-content/uploads/2013/01/winter13_graphicdesignthinking.jpg
MAKING
source: http://farm4.staticflickr.com/3013/2614466422_87da07eb78_o.jpg
STORIES
source: http://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpg
BELIEVE
source: http://images3.wikia.nocookie.net/__cb20121027235942/disney/images/c/ce/Peterpan2-disneyscreencaps.com-5489.jpg
CONNECTIONS
source: http://ko.fotopedia.com/items/flickr-157363377
WAVES
source: http://dublinlibrary.files.wordpress.com/2010/08/make-waves-art-entry-007-n-khandel.jpg
STUFF
STUFF
Designing
Services
Service
Stories
Designing
Services
Service
Storming
Service
Stories
Designing
Services
Service
Storming
Service
Stories
Designing
Services
Service
Blueprints
Designing
Services
SERVICE
STORY
A date with my wife...
... at a nice restaurant ...
source: http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
Dirty Unreliable
Pressure
to use
cash
Not
special
source: http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
source: http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg
source: http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg
Expensive Book in
Advance
Book in
Blocks of
Time
Two
Payment
Steps
source: http://files.tested.com/photos/2012/12/26/43242-uber.jpg
Open App View Availability Book Car
Open App View Availability Book Car
Watch Progress Get Alerts
Pay for Service Provide Feedback
Waiting
Four Hour Block
Trip Trip Trip Trip
Driver
Passenger
Friendly
Service
Nice
Cars
Easy
Payment
Constant
Feedback
Reasonable
Price
Just in
Time
More
Flexibility
Streamlined
Process
Feedback
Loop
Fill Gaps
in Schedule
Bigger
Market
More
Control
CUSTOMER
STAFF
BUSINESS
SUSTAINABLE
VALUE
FOR ALL
Your
experience
may vary...
source: http://www.businessinsider.com/amy-poehler-in-best-buys-super-bowl-ad-first-photos-2013-1
COMPLEX
OMNI
CHANNEL
JOURNEY
source: http://underscoopfire.com/judge-wapner-is-back-80s-court-journey/
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
MANY
TOUCHPOINTS
THIS IS AN
INTERFACE
REAL TIME
image
image
FRONT
STAGE
BACK
STAGE
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.
Service
Stories
STORYTELLING
The universe
is made of
stories, not
atoms.
Muriel Rukeyser
Why tell stories?
Create a common understanding
Inspire and incite action
Communicate the truth
Prototype the future
Human minds yield
helplessly to the
suction of story.
Jonathan Gottschall
Vehicles for stories
Personas and scenarios
Acting and improvisation
Audio and video
Storyboards and comics
source: The Art of the Storyboard
STORYBOARDS
source: The Art of the Storyboard
source: The Art of the Storyboard
“Storyboards have to explain to
every department exactly what is
demanded of them.” - Jan de Bont
SKT © 2010 adaptive path
He keeps up with his beloved New York Mets, even though he lives in Denver, on his way home
from work. When he gets home, he transfers the game from his phone to the TV.
22
JUST THE
FACTS
Building blocks
Key moments and interactions
Emotions and thoughts
Context!
Time
Exercise 1
Service Stories
TODAY’S
CASE
The Exploratorium
source: Edward Blake
source: The Exploratorium
source: The Exploratorium
source: The Exploratorium
source: http://flic.kr/p/ehuf6u
source: http://flic.kr/p/cdGP3G
source: http://flic.kr/p/cz35H5
The Explainers
source: The Exploratorium
source: http://flic.kr/p/fG56HY
The Experience of Experiments
Tailored
Outings
Beginning Middle End
Pre-visit At Exploratorium Post-visit
WHAT
IF...
20MINUTES
Service
Storming
SERVICE
ENCOUNTERS
source: The Exploratorium
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
Service storming uses
voice, physicality, and
staging to quickly
prototype and refine
service encounters.
PLAY
source:http://whitekaos.files.wordpress.com/2011/03/service-prototyping.jpg
Why Service Storming?
CO-CREATE Include staff, customers, others
ITERATIVE Make, feedback, learn, make again
REAL-TIME Simulate real-time services encounters
MALLEABLE Change roles, constraints, channels
Twitter
Teaser
Email
Website
Guide
User
TROUBLE SPOT
LOW POINT
HIGH POINT
ADAPTIVE PATH'S GUIDE TO
EXPERIENCE
MAPPING
Twitter Teaser Email
Website Guide
Variations
Communicate and explore service experience insights
Early generative brainstorming
Evolution and refinement of service stories
Detailed design of customer-staff interactions
Exercise 2
Service Storming
Warm Up!
GROUP STOP
Instructions
Everyone in your group start moving.
As you move, make noise! A funny sound or phrase.
At any point, you may choose to freeze in place.
When you notice someone freeze, you freeze, too.
When everyone has frozen, do it again.
5MINUTES
LET’S STORM
Instructions
Building off Exercise 1, evolve your service stories.
Create a three-scene story with a beginning, middle, & end.
Your story should span at least two journey stages.
It should include multiple channels and touchpoints.
And it must include an interaction between people.
Remember!
Key moments and interactions
Emotions and thoughts
Context!
Time
20MINUTES
Service
Blueprints
Experience
Process
Experience
Services are process
& experience based.
From Service Blueprinting: A Practical Technique for Service Innovation
Borrowed from Brandon Schauer
Service blueprinting
helps designers
engage operations
to go from vision to
reality.
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 can't he physically stored or possessed and
their consumption
Good and lasting service management requires much
more. Better service design provides the key to market
success, and more important, to growth.
The operations side of service manage-
m
Photo by Joe Mabel, http://upload.wikimedia.org/wikipedia/commons/thumb/a/a7/San_Francisco_-_Famous_Wayne's_shoeshine_02.jpg
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.
- Kevin L., Yelper
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
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
Work by CMU students: Melissa Cliver, Jamin Hegeman, Kipum Lee, Leanne Libert, Kara Tennant
Customer Actions
Touchpoints
Staff Actions
Back Stage Staff
Support Processes
Time
Line of Visibility
Blueprint Building Blocks
Borrowed from Jamin Hegeman
Example
114
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
receivers order
Hamburger
Notepad
Line of Visibility
Iteration
115
100100
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
Status
Conversation
Server delivers
hamburger
Chef delivers
hamburger to
server
Customer
receivers order
Hamburger
Customer asks
for water
Line of Visibility
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
Customer experience vision + operational tool
Helps design and engineering speak the same language
Benefits of Service Blueprinting
Borrowed from Jamin Hegeman
Exercise 3
Service Blueprints
BLUEPRINT!
Instructions
Synthesize your work to settle on a service experience.
Map out the customer journey and front stage interactions.
Then, map the backstage. People, processes, technologies.
Iterate!
25MINUTES
IN SUMMARY
THINK
source: http://foliovision.com/images/2012/10/Rodin-the-Thinker.jpg
MAKE
source: http://farm4.staticflickr.com/3013/2614466422_87da07eb78_o.jpg
STORIES
source: http://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpg
BELIEVE
source: http://images3.wikia.nocookie.net/__cb20121027235942/disney/images/c/ce/Peterpan2-disneyscreencaps.com-5489.jpg
CONNECTIONS
source: http://ko.fotopedia.com/items/flickr-157363377
WAVES
source: http://dublinlibrary.files.wordpress.com/2010/08/make-waves-art-entry-007-n-khandel.jpg
BETTER
SERVICE
EXPERIENCES
source: http://flic.kr/p/fG56HY
Patrick T Quattlebaum | @ptquattlebaum
Thanks!

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