This document discusses service design and provides an overview of a presentation on the topic. It defines service design as "the practice of designing all end-user touchpoints into a seamless choreography of planned outcomes." It highlights some key differences between service design and UI/UX design, noting that service design focuses on designing the holistic experience across touchpoints rather than a single interaction point. The presentation includes a case study on redesigning an organization's internal security protocols and how creating a service blueprint helped identify pain points and insights to improve the experience for employees.

1. SERVICE DESIGN
What is it? Why do it?

2. 2
Welcome!
• Design Leader, Design Thinker
• User Experience, Employee Experience
• Facilitator
Judy Cotter
Design Thinker and Consultant

3. SERVICE DESIGN
What is it? Why do it?

4. AGENDA
Definitions
Case Study
Activity
Q & A

5. WHAT IS IT?

6. “Service Design -
The practice of designing all end-user touch
points, into a seamless choreography of planned
outcomes.

7. What is a Service?

8. HOW IS SERVICE DESIGN DIFFERENT THAN UI / UX?
UX
Usability and Design of the
Interaction touch point
Service Design
Designing the holistic
experience of a system of
touch points and supporting
influences on those touch
points.
UI Design on the Glass

9. Service Design utilizes a lot of the same Human Centered tools that we are all familiar with.
It’s the focus and what we are trying to understand that differentiates Service Design.

10. WHAT’S THE DIFFERENCE?

11. Sales
Retail
Customer
Service
Managemen
t
Product
Marketing
COMPANY SILOS IMPACT ON THE EXPERIENCE
Customer

12. BLUEPRINT BUILDING BLOCKS
Customer Actions
Touchpoints
Staff Actions
Back Stage Staff
Support Processes
Time
Front Stage
Back Stage

13. Front Stage

14. Back Stage

15. WHY DO IT?

16. EXPERIENCE GAP
Percentage
of
Companies
60%
40%
20%
0%
80%
100%
“Delivery
Gap”
Companies whose
customers agree
Companies that believe
they provide a superior
proposition

17. “We make improvements all the time, why is the
mortgage experience not getting better?
- Mortgage Executive

18. HOW CAN YOU USE SERVICE BLUEPRINT?
It is an Operations Tool -
Creates a collaboration tool with Operations. Validation that all steps, players and systems
are captured and in the correct order. Get all teams on the same page.
It is a Communication Tool - Sharing with stakeholders so they can become
aware of the simplicity or complexity of the interaction.
It is a Planning Tool -
Based on identified “Service Moments” that fail to deliver expected experience, teams
can see where new solutions can fit into an existing plan.

19. HOW CAN YOU USE SERVICE BLUEPRINT?
It is a Diagnostic Tool -
Enables examination on how the steps are being played out. Document where friction points are in
the experience. Or you can look at known friction points and see which steps need to be reworked,
reimagined or eliminated.
It is a Service Prototyping Tool -
You can make changes on paper. Reorder the steps, remove steps, add new capabilities on paper
and on the grid before time and energy investment is made in something that actually may hinder
the experience vs. enhance the experience.

20. CASE STUDY
Internal Security Protocols
for Employees
Project was in process
Technical design underway
Roll out was imminent
No time

21. PHASES IDENTIFIED
Awareness
Acquire
Enroll in Security Device 1
Enroll in Security Device 2
Daily Usage

22. WHAT A SERVICE BLUEPRINT LOOKS LIKE
Thoughts?

23. WHAT WE DID

24. LOOK AT CURRENT ARTIFACTS

25. 14 Page Instruction Sheet Personal Mobile Device Usage
Similar but different
Device Enrollment Sites

26. RESEARCH

27. A
A WA REN ESS
MO ME N T O F T R U T H
Don’t really remember
what was in the email…
after searching and
finding a related email,
I skimmed through it
but I was confused.
[ O N T H E M Y A C C E S S E M A I L S ]

28. A
A C Q U IRE
MO ME N T O F T R U T H
10 minutes is too long. I
only have a 15 minute
break to do this… And oh
yeah! False promise
about the password.
[
[ O N T H E T I M E O F E N R O L L M E N T ]

29. E
EN RO LL FIDO
MO ME N T O F T R U T H
The VM pre-enrollment
steps were the harder of
the two (even for a tech-
savvy guy like me).
[ O N E N R O L L M E N T C O M P L E X I T Y ]

30. P
PIN GME
MO ME N T O F T R U T H
No, I have a personal
phone and a desk phone.
If it’s mandatory then I
will have to get a phone
[work device].
[
[ O N A C C E P T A N C E O F P I N G M E ]

31. D
DA ILY U SA GE
MO ME N T O F T R U T H
The PingMe process takes much longer
and is less reliable. I don’t see this process
as an improvement over the password.
It’s too slow and unreliable. I can type a
password much faster than the PingMe
process: wait for a push notification
(which sometimes doesn’t come and
needs to be re-triggered), unlock my
phone, accept the login request on my
phone, wait for the login page to
recognize that I accepted (which
sometimes doesn’t come and the whole
process needs to be redone).
It takes less than 2 seconds to type in my
password and is 99% reliable.
[ O N U S I N G M Y A C C E S S D A I L Y ]

32. SERVICE BLUEPRINT
Complex steps, numerous touchpoints and actions fail to
deliver the desired employee experience and improved
security
C
C U RREN T A PPRO A C H

33. COLLABORATE WITH
STAKEHOLDERS, SME’S AND
USERS

34. Multifactor Authentication
Service Blueprint
I
I N S I G H T S
CHIEF DESIGN OFFICE | SEPTEMBER 20, 2018

35. LET’S ZOOM IN

36. SERVICE MOMENTS
Identify “Service
Moments”
When a
becomes a
“Service Moment”
“Moment of Truth”

37. INPUTS TO PLANNING

38. By looking at the different touchpoint and the
technical design behind the service, impactful
changes were made to enable complete
compliance with the new security protocols.

39. TYING IT ALL TOGETHER
Current State Blueprint Future State Blueprint
Project Cards
Touch Points
Roadmap

40. “Design your Service purposefully,
or your customers will feel the effects of a
Service left to its own Design.
- Judy Cotter

41. ACTIVITY
My H-E-B

43. BLUEPRINT BUILDING BLOCKS
Customer Actions
Touchpoints
Staff Actions
Back Stage Staff
Support Processes
Time
Front Stage
Back Stage

44. Q&A
Please send questions via chat

45. THANK YOU!!