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Service Design Making Workshop - Giant Conference 2014
This document appears to be a presentation on service design. It includes sections on designing services, service journeys, touchpoints, the front stage and back stage customer experience, and service stories. The presentation utilizes images, diagrams, and examples to illustrate concepts in service design. It emphasizes that designing complex service experiences requires an orchestrated approach bringing together many disciplines, products, and touchpoints over time. Storytelling is presented as a way to prototype future experiences and make them tangible by exploring human journeys.
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Service Design Making Workshop - Giant Conference 2014
- 1. DATEADAPTIVE PATH PROJECTTITLE GOOD AFTERNOON
- 2. Patrick Quattlebaum @ptquattlebaum Iran Narges @inarges @adaptivepath #xmapping 14JUNE 2014 ! Service Design Making
- 3. BODY TEXT WHITE Loremipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit BODY TEXT DARK Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit BODY TEXT SMALL DARK Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis Nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit LIST XL Lorem ipsum dolor sit amet Consectetur adipisicing elit Sed do eiusmod tempor LIST L Lorem ipsum dolor sit amet Consectetur adipisicing elit Sed do eiusmod tempor LIST L Lorem ipsum dolor sit amet Consectetur adipisicing elit Sed do eiusmod tempor CALLOUT LOREM IPSUM DOLOR SIT AMET CONSECTET CALLOUT SWATCHES RAPHIC ELEMENTS GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 4. MANAGING DIRECTOR AT ADAPTIVEPATH STRATEGY, SERVICE DESIGN, & MANAGEMENT CONSULTING MY GOAL IS TO MAKE YOU AS HAPPY AS THIS GUY GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 5. DATEADAPTIVE PATH PROJECTTITLE ADAPTIVE PATH SERVICE DESIGN MAKINGGIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 6. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://foliovision.com/images/2012/10/Rodin-the-Thinker.jpg Thinking
- 7. DATEADAPTIVE PATH PROJECTTITLE ADAPTIVE PATH SERVICE DESIGN MAKINGGIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: source: http://mjvinnovation.co.uk/wp-content/uploads/2013/04/lan%C3%A7amento-DT-1.jpg
- 8. DATEADAPTIVE PATH PROJECTTITLE ADAPTIVE PATH SERVICE DESIGN MAKINGGIANT CONFERENCE 2014 | SERVICE DESIGN MAKING EVERYONE IS THINKING!
- 9. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://farm4.staticflickr.com/3013/2614466422_87da07eb78_o.jpg Making
- 10. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpg Stories
- 11. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://images3.wikia.nocookie.net/__cb20121027235942/disney/images/c/ce/Peterpan2-disneyscreencaps.com-5489.jpg Believe
- 12. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://ko.fotopedia.com/items/flickr-157363377 Connections
- 13. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://ko.fotopedia.com/items/flickr-157363377 Waves
- 14. DATEADAPTIVE PATH PROJECTTITLE Designing Services Service Blueprinting Service Storming Service Stories
- 15. DATEADAPTIVE PATH PROJECTTITLE DESIGNING SERVICES
- 16. DATEADAPTIVE PATH PROJECTTITLE A date with my wife... Photo: PT Quattlebaum GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 17. DATEADAPTIVE PATH PROJECTTITLE at a nice restaurantA date with my wife... GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 18. DATEADAPTIVE PATH PROJECTTITLE 18 Dirty Unreliable Pressure to use cash Not special GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 19. DATEADAPTIVE PATH PROJECTTITLE Dirty Unreliable Pressure to use cash Not specialExpensive Book in advance Book in time blocks Payment in two steps GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 20. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 21. DATEADAPTIVE PATH PROJECTTITLE Open App View Availability Reserve GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 22. DATEADAPTIVE PATH PROJECTTITLE Track Progress Get Updates GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 23. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 24. DATEADAPTIVE PATH PROJECTTITLE Pay Give Feedback GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 25. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 26. DATEADAPTIVE PATH PROJECTTITLE Waiting GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 27. DATEADAPTIVE PATH PROJECTTITLE Four Hour Block Trip Trip Trip Trip Waiting GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 28. DATEADAPTIVE PATH PROJECTTITLE Nice cars Just in time More flexibility Bigger market Friendly service Reasonable price More control Fill in gaps in schedule Easy payment Feedback loop Streamlined process Feedback loop PASSENGER DRIVER GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 29. DATEADAPTIVE PATH PROJECTTITLE $72,000 GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING $58,000 $44,000 $30,000 TAXI DRIVER ANNUAL INCOME (SAN FRANCISCO) 25% Median UberXPercentile: 75% 90% NET INCOME: $60,014 adapted from: Felix Salmon, https://medium.com/@felixsalmon/the-economics-of-everyones-private-driver-464bfd730b38
- 30. DATEADAPTIVE PATH PROJECTTITLE CUSTOMER STAFF BUSINESS GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING CO-VALUE
- 31. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING Your experience may vary… source: http://www.businessinsider.com/amy-poehler-in-best-buys-super-bowl-ad-first-photos-2013-1
- 32. DATEADAPTIVE PATH PROJECTTITLE SERVICES ARE COMPLEX GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 33. DATEADAPTIVE PATH PROJECTTITLE This is a list item 1 This is a list item 2 This is a list item 3 PLACEHOLDER IMAGE – REPLACE SEEING DOING (ACTIONS) FEELING (MOTIVATIONS) HEARING THINKING (FRAMING) DEVICE RELATIONSHIPSTIME PLACE CONTEXT GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 34. DATEADAPTIVE PATH PROJECTTITLE JOURNEY GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 35. DATEADAPTIVE PATH PROJECTTITLE PATIENT ACTIVITIES INFORMATION NEEDS Critical Moment Patient sees Care Provider activities i think i need helpstages discover what is wrong with me make me better maintain my new normal 1 2 3 4 5 7 8 9 10 11 12 13 14 Critical Moment Patient needs JMH Critical Moment Severity of condition can determine the tone of the journey Redirect Get patient on correct path: ER/UC/PCP May have been directed from routine PCP visit Critical Moment Patient gets diagnosis Critical Moment Patient gets or starts treatment Critical Moment Get patient on the road to normal Critical Moment Patient sees Care Provider Redirect Referred to Specialist, patient is looking to connect with right Care Provider for them 6 + ANXIETY + RELIEF STORY ARC The relative change in anxiety and relief and the range in patient stories EXPERIENCE DRIVERS UNDERSTANDING: Building knowledge and clarity REPETITION: Multiplying the unknown UNKNOWN: Creating uncertainty and obscurity STABILITY: Progressing and sense of security COMFORT: Growing ease and alleviation DOUBT: Growing skepticism and mistrust HIGH IMPACT key moment something feels wrong Unsure what is wrong. Scare of the unknown. my needs Validate that I need help key moment decide to get help Confident I will get help and hopeful that I can get answers. my needs Be ready for me key moment monitor treatment Confident in my care. Clear expectations of what is progress. Access to my Doctor just in case. my needs Access to help when needed. Reassurance that there is progress. key moment check-ups Consistent access to my Doctor. Confident in my care and prepared if anything comes up. my needs Show me progress key moment see a specialist Confident in my care and trust in Doctor. Empathy for my situation. my needs Be my rock and hub of information key moment choose treatment option Clear expectations of how my life will change with helpful resources. Empathy for my situation. my needs Understand how this will impact me long-term key moment talk to doctors to see what is going on No empathy or comfort. Feel rushed and unimportant to my Doctor. my needs Listen to me so I can trust you key moment change treatment No set expectations of progress. No confi- dence in my care or doctor. my needs Provide me options key moment get tests and review results No clear answer, so no confidence in my care. No expectations of when we’ll know. my needs Need expert of my disease to help me Finding the right Care Provider who can act as a partner and set clear expectations early in your journey is a key driver of overall experience. Having access to this care is paramount. Chronic Care Patient Experience Map check-ups • Continue routine checks up and tests • Repeat new treatments/monitoring if needed something feels wrong • Having pain or onset of symptoms • Notice a sudden change in at-home monitoring i think i need help • Call Primary Doctor or a General Line • Ask family/friends with similar symptoms • Self diagnose • Google triage 1 2 1 2 3 4 3 4 5 7 7 10 11 12 11 12 1413 1413 8 8 9 10 9 6 5 6 decide to get help • Go to the ER or Urgent Care Center • Schedule a visit with Primary Doctor talk to doctors to see what is going on • Explain my symptoms • Answer questions • Visit PCP or Specialist get tests and review results • Nurse or techs administers tests • Wait • Get referral for Specialists see specialists • Doctor may give initial diagnosis • Get more referrals • Get additional tests • See multiple Specialists get diagnosis • Ask additional questions • Hear results of the tests and what they mean • Learn about diagnosis and what that means • Do my own research to validate diagnosis or learn more choose treatment option • Hear treatment option(s) • Do my own research to validate treatment decision get treatment • Get initial treatment administered by Doctor or Nurse • Receive follow-up instructions to monitor get prescriptions • Start an ongoing treatment, like medication or at home care • Receive instructions on how to continue ongoing treatment at home maintain overall health • Fix other things that are impacted by my chronic treatment • Exercise and diet • Get emotional and social support monitor treatment • Monitor and log progress at home or through visits • Monitor side effects and effectiveness change treatment • By phone or doctor's visits • Change or add doctors if needed • Repeat something feels wrong • Symptom checker • Google triage • Primary care phone number for triage i think i need help • Where do I go for what • Triage Phone Number • Insurance benefits - cost/benefit of where to go decide to get help • Facility address • Time of appointment • Phone numbers talk to doctors to see what is going on • Prepared questions • What I should tell my doctor get tests and review results • Tests and what they are for • Results • Referral for Specialist see specialists • Coordinated appointment with Specialist • Managed list of who I've seen for what get diagnosis • Why this is happening to me • What the diagnosis is • Expectations of how things will change choose treatment option • Why this treatment • Side effects • What treatment will entail get treatment • Who to call for what • Discharge papers and after-care instructions • Prescription • Doctor's note get prescriptions • Side effects • Prescription information • After-care information maintain overall health • Other ways my life will be impacted • Resources to manage social and emotional changes check-ups • Update on my progress • Lab work monitor treatment • What to look out for • Instructions • Doctor’s phone number for emergency change treatment • Doctor’s phone number for emergency • When to call GET TREATMENT "I appreciated that he didn’t sugar coat it, but was still hopeful." GET DIAGNOSIS "You never forget this moment, no matter how gently your Doctor breaks the news." MONITOR TREATMENT "Things seem to return to normal and then there is this curve ball." CHECK-UPS "I still don’t feel like I’ve got the answers I need to deal with this." CUSTOMER JOURNEY GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 36. DATEADAPTIVE PATH PROJECTTITLE MANY TOUCHPOINTS ADAPTIVE PATH SERVICE DESIGN MAKINGGIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 37. DATEADAPTIVE PATH PROJECTTITLE MANY TOUCHPOINTS GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 38. DATEADAPTIVE PATH PROJECTTITLE MANY TOUCHPOINTS ADAPTIVE PATH SERVICE DESIGN MAKING 38GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 39. DATEADAPTIVE PATH PROJECTTITLE SERVICES HAPPEN IN REAL TIME GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 40. DATEADAPTIVE PATH PROJECTTITLE FRONT STAGE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 41. DATEADAPTIVE PATH PROJECTTITLE FRONT STAGE - THE CUSTOMER EXPERIENCE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 42. DATEADAPTIVE PATH PROJECTTITLE BACK STAGE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 43. DATEADAPTIVE PATH PROJECTTITLE BACK STAGE - THE EMPLOYEE EXPERIENCE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 44. The greater thecomplexity, the more you need an approach for strategy, planning, and design of the service experience. GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 45. To design serviceexperiences, many disciplines, silos, products, and experiences need to be orchestrated. GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 46. Expertly facilitating others throughthe design process and crafting concepts, prototypes, and pilots separates design makers from design thinkers. GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 47. DATEADAPTIVE PATH PROJECTTITLE SERVICE STORIES
- 48. CALLOUT LOREM IPSUM DOLORSIT AMET CONSECTET CALLOUT SWATCHES RAPHIC ELEMENTS GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpg
- 49. DATEADAPTIVE PATH PROJECTTITLE ADAPTIVE PATH ON SERVICE DESIGN STORYTELLING The universe is made of stories, not atoms. Muriel Rukeyser
- 50. Why Stories? → Quicklyprototype the future of complex experiences → Explores human journeys across time and space → Makes an experience tangible → Anchors design in an artifact that includes context and outcomes → Creates a common understanding of what everyone is helping make and why SERVICE STORIES GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 51. ENGAGING DRAMATIC EMOTIONAL HUMAN GIANT CONFERENCE 2014| SERVICE DESIGN MAKING source: The Art of the Storyboard
- 52. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING Acting & Improvisation
- 53. GIANT CONFERENCE 2014| SERVICE DESIGN MAKING Storyboards Storyboarding is a common way of envisioning a future service, setting the context and telling the service story. SERVICE STORIES
- 54. Illustration GIANT CONFERENCE 2014| SERVICE DESIGN MAKING
- 55. Comics SERVICE STORIES GIANT CONFERENCE2014 | SERVICE DESIGN MAKING
- 56. Photography SERVICE STORIES GIANT CONFERENCE2014 | SERVICE DESIGN MAKING
- 57. GIANT CONFERENCE 2014| SERVICE DESIGN MAKING source: The Art of the Storyboard
- 58. The best storiesare… → Authentically true → Delivered with passion → Connect at an emotional level → Have a clear beginning, middle, and end → Detailed but minimal SERVICE STORIES GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 59. Specificity is the soulof narrative. John Hodgman source: John Hodgman, John-H-preferred-photo.jpg
- 60. Building Blocks → Keymoments and interactions → Emotions and thoughts → Context → Time! SERVICE STORIES GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 61. The best storywins.
- 62. ADAPTIVE PATH |UXI EXERCISE #1 Service Stories
- 63. DATEADAPTIVE PATH PROJECTTITLE This is a list item 1 This is a list item 2 This is a list item 3 PLACEHOLDER IMAGE – REPLACE EXPLORATORIUM 63GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Exploritorium
- 64. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Exploritorium
- 65. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Exploritorium
- 66. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Exploritorium
- 67. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://flic.kr/p/ehuf6u
- 68. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://flic.kr/p/cdGP3G
- 69. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://flic.kr/p/cz35H5
- 70. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Exploratorium Explainers
- 71. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://flic.kr/p/fG56HY
- 72. DATEADAPTIVE PATH PROJECTTITLE EXHIBITS UX IT MARKETING EDUCATION PARTNERSHIPS GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Exploritorium
- 73. DATEADAPTIVE PATH PROJECTTITLE 73
- 74. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 75. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://flic.kr/p/fG56HY Tailored Outings
- 76. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 77. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING Beginning Middle End
- 78. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING Pre-Visit At Exploritorium After
- 79. Best Practices → Moveyour camera to show the right level of zoom → Include detail where it matters most → Have a clear beginning, middle, and end → Tell both the physical and emotional journey → Show co-value in each interaction SERVICE STORIES GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 80. DATEADAPTIVE PATH PROJECTTITLE SERVICE STORMING
- 81. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Exploritorium
- 82. Service Encounters → Happenin 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 GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 83. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 84. Service storming usesvoice, physicality, and staging to quickly prototype and refine service encounters.
- 85. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING Acting & Improvisation
- 86. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING Creativity & Play
- 87. ADAPTIVE PATH |UXI 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 skit connects with the audience, you are probably being human.
- 88. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: source:http://whitekaos.files.wordpress.com/2011/03/service-prototyping.jpg
- 89. Why Service Storming? →Co-create: Include staff, customers, etc. → Iterative: Make, learn, make again → Real time: Simulate real-time service encounters → Malleable: Change roles, constraints, channels, etc. → Art/Science: Taps into different parts of you brain → Fun: Why not have fun at work? SERVICE STORMING GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 90. Acting DIGITAL SERVICES TROUBLE SPOT LOWPOINT HIGH POINT ADAPTIVE PATH'S GUIDE TO EXPERIENCE MAPPING GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING TWITTER TEASER EMAIL WEBSITE GUIDE
- 91. USER TWITTER TEASER EMAIL WEBSITE GUIDE GIANT CONFERENCE 2014| SERVICE DESIGN MAKING
- 92. Variations → Communicate andexplore service experience insights → Early generative brainstorming → Evolution and refinement of service stories → Detailed design of customer-staff interactions SERVICE STORMING GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 93. ADAPTIVE PATH |UXI EXERCISE #2 Service Storming
- 94. Three Important Rules →No sitting after the first 10 minutes → No pitching! Show the experience, don’t sell it → Have fun but don’t make your goal to be funny SERVICE STORMING GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 95. GIANT CONFERENCE 2014| SERVICE DESIGN MAKING SERVICE STORMING → 10 Minutes - Go through your stories and discuss a general approach to what you are going to explore → 20 Minutes - Service storm! Your story must include multiple touchpoints and channels. → 2 Minutes - Perform! Instructions
- 96. DATEADAPTIVE PATH PROJECTTITLE SERVICE BLUEPRINTS
- 97.
- 98.
- 99.
- 100.
- 101.
- 102.
- 103.
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- 105.
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- 108.
- 109. http://2.bp.blogspot.com/-KZ0KVmJactI/Tpxbe9jnO9I/AAAAAAAAB24/QoB3_2S0jpI/s1600/IMG_9005.JPGADAPTIVE PATH SERVICEDESIGN MAKING Experience Magic
- 110. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING Your experience may vary… source: http://www.businessinsider.com/amy-poehler-in-best-buys-super-bowl-ad-first-photos-2013-1
- 111. Services experiences arethe orchestration of people, processes, and technology.
- 112. Services experiences arethe orchestration of people, processes, and technology.
- 113. DATEADAPTIVE PATH PROJECTTITLE PROCESS 13C. source: http://panathinaeos.files.wordpress.com/2010/10/seventh_seal_14.jpgADAPTIVE PATH SERVICE DESIGN MAKING
- 114. DATEADAPTIVE PATH PROJECTTITLE ADAPTIVE PATH SERVICE DESIGN MAKING PROCESS 13C. Process 13c. A journey
- 115. DATEADAPTIVE PATH PROJECTTITLE PROCESS 17C. source: http://upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Anatomia_xiv_secolo.jpg/897px-Anatomia_xiv_secolo.jpgADAPTIVE PATH SERVICE DESIGN MAKING
- 116. DATEADAPTIVE PATH PROJECTTITLE ADAPTIVE PATH SERVICE DESIGN MAKING PROCESS 13C. Process 17c. A continuous series of actions meant to accomplish some result.
- 117. DATEADAPTIVE PATH PROJECTTITLE PROCESS 20C. source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpgADAPTIVE PATH SERVICE DESIGN MAKING
- 118. DATEADAPTIVE PATH PROJECTTITLE ADAPTIVE PATH SERVICE DESIGN MAKING PROCESS 13C. Process 20c. A sequence of interdependent and linked procedures which, at every stage, consume one or more resources (employee time, energy, money) to convert inputs (data, material, parts) into outputs. These outputs then serve as inputs for the next stage until a known end result is reached.
- 119. DATEADAPTIVE PATH PROJECTTITLE IRRATIONAL ENGAGEMENT source: http://www.soundonsight.org/wp-content/uploads/2011/11/Brazil.jpgADAPTIVE PATH SERVICE DESIGN MAKING
- 120. DATEADAPTIVE PATH PROJECTTITLE WHAT HAVE WE BUILT? source: http://24.media.tumblr.com/tumblr_m970z4Gotv1qzcgluo1_1280.jpgADAPTIVE PATH SERVICE DESIGN MAKING
- 121. DATEADAPTIVE PATH PROJECTTITLE MOVING BEYOND THE INDUSTRIAL MODEL source: http://blog.washingtonpost.com/story-lab/assemblyline.jpgADAPTIVE PATH SERVICE DESIGN MAKING
- 122. DATEADAPTIVE PATH PROJECTTITLE MOVING BEYOND THE INDUSTRIAL MODEL Industrial Production ! Tangible Technology Efficiency Linear Standards ! ! Service Delivery ! Intangible Human-centered Experience Non-linear Principles ! ! ADAPTIVE PATH SERVICE DESIGN MAKING
- 123. DATEADAPTIVE PATH PROJECTTITLE Journey Process
- 124. http://2.bp.blogspot.com/-KZ0KVmJactI/Tpxbe9jnO9I/AAAAAAAAB24/QoB3_2S0jpI/s1600/IMG_9005.JPGADAPTIVE PATH SERVICEDESIGN MAKING Experience Magic
- 125. What do wemake to help an organization turn the ordinary into the magical?
- 126. Exhibit I StarKlard execution time 2minutes 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
- 127. ! ! ! Kevin L., Yelper “Nothing nonverballycommunicates ‘megaballer’ like sitting on a throne in the Financial District and having the sh#$ shined out of your shoes in front of everybody.” ADAPTIVE PATH SERVICE DESIGN MAKING source: http://upload.wikimedia.org/wikipedia/commons/thumb/a/a7/San_Francisco_-_Famous_Wayne's_shoeshine_02.jpg
- 128. ADAPTIVE PATH SERVICEDESIGN MAKING source: http://blog.modernmechanix.com/mags/PopularScience/10-1937/shoe_shine_merry_go_round.jpg
- 129.
- 130. PATIENT ACTIONS PHYSICAL EVIDENCE ONSTAGE CONTACT PERSON BACKSTAGE CONTACT PERSON Debbie’s Chart Cart Records/ Database System Bin System Check Vitals & AskQuest 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
- 131. DATEADAPTIVE PATH PROJECTTITLE ADAPTIVE PATH SERVICE DESIGN MAKING SERVICE BLUEPRINT Service blueprinting helps organizations translate a service experience vision into operational reality.
- 132. Blueprint Building Blocks SERVICEBLUEPRINTING LINE OF VISIBILITY CUSTOMER ACTIONS TOUCHPOINTS STAFF ACTIONS BACK STAGE STAFF SUPPORT PROCESSES TIME GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 133. ADAPTIVE PATH |UXI Example SERVICE BLUEPRINTING 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 receives order Hamburger Notepad
- 134. ADAPTIVE PATH |UXI Iteration SERVICE BLUEPRINTING Customer orders a hamburger Dinner menu Server records order on iPad Customer waits Server checks on customer Chef receives order and makes burger Customer asks for water Status Conversation Server delivers hamburger Chef delivers hamburger to server Customer receives order Hamburger Order system iPad app Hamburger Ingredients
- 135.
- 136. Benefits of Blueprinting →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 → Combination of customer experience with an operational tool Helps design and engineering speak the same language SERVICE BLUEPRINTING GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
- 137. ADAPTIVE PATH |UXI EXERCISE #3 Service Blueprinting
- 138. Instructions SERVICE BLUEPRINTING GIANT CONFERENCE2014 | SERVICE DESIGN MAKING → 5 Minutes - Building off of your stories from the first two exercises, choose a beginning and end point to blueprint → 25 Minutes - Blueprint your service → 10 Minutes - Act out your blueprint for another team and get feedback → 15 Minutes - Refine your blueprint → 5 Minutes - Group Discussion
- 139. Tips SERVICE BLUEPRINTING GIANT CONFERENCE2014 | SERVICE DESIGN MAKING → Start with the visible experience. Architect the interactions and flow between the customer and digital, static, and human touchpoints → Then look backstage. What people, processes, and technologies would support the experience. → Keep moving forward so you have time to iterate. → Acting or sketching can help you gut check if what your blueprinting flows.
- 140. More Tips SERVICE BLUEPRINTING GIANTCONFERENCE 2014 | SERVICE DESIGN MAKING → Think of touchpoints as “something we’ll need to design” → Touchpoints can be people, static artifacts, or dynamic artifacts → Customer actions = Verb (“walks into museum” or “views instructional video”) → Don’t get too detailed at anyone step. Focus on flow and connections → Front stage first; backstage second (this is not a hard rule)
- 141. DATEADAPTIVE PATH PROJECTTITLE FINAL THOUGHTS
- 142. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://foliovision.com/images/2012/10/Rodin-the-Thinker.jpg Think
- 143. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://farm4.staticflickr.com/3013/2614466422_87da07eb78_o.jpg Make
- 144. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpg Stories
- 145. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://images3.wikia.nocookie.net/__cb20121027235942/disney/images/c/ce/Peterpan2-disneyscreencaps.com-5489.jpg Believe
- 146. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://ko.fotopedia.com/items/flickr-157363377 Connections
- 147. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://ko.fotopedia.com/items/flickr-157363377 Waves
- 148. DATEADAPTIVE PATH PROJECTTITLE GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://flic.kr/p/fG56HY More Human Service Experiences
- 149. SWATCHES Color Palette RGB 248/204/43 HEX F8CC2B RGB 249/157/28 HEX F99D1C RGB 108/190/77 HEX 6CBE4D RGB 67/184/215 HEX 43B8D7 RGB 29/120/153 HEX 1D7899 RGB 78/85/92 HEX 4E555C RGB 45/49/53 HEX 2D3B35 RGB 230/231/232 HEX E6E7E8 Thank YouThankYou Patrick Quattlebaum Managing Director Evi K. Hui Experience Designer Noel Johnson Senior Program Manager Stephanie Wilson-Wagner Client Partner www.adaptivepath.com