So you want to be a service designer - Jamin Hegeman

JAMIN HEGEMAN | @JAMIN 1
Jamin Hegeman | @jamin
Web à Québec, April 10, 2019
So You Want to be  
a Service Designer

How do you improve the
patient experience at a
neurosurgery clinic?

UNIVERSITY OF PITTSBURGH
MEDICAL CENTER
 
NEUROSURGERY CLINIC

JAMIN HEGEMAN | @JAMIN
Double Diamond
!6
DISCOVER DEFINE DEVELOP DELIVER

Detection
Pre-op visit
Surgery
Follow-up visit
Follow-up visit
Post-op visit
Prim
ary care visit
Diagnosis/first visit

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

I know you don’t want to be here.
I know you don’t want to know me.
But the best thing that could happen
is to know me.
I’ve performed more than 3,000 neurosurgical procedures. More
than 800 of those are what’s called minimally invasive endoscopic
procedures.
And I’m a person ﬁrst. I’ll be direct and treat you like a friend.
Occasionally, I may even make you laugh.

SERVICE DESIGN
PRODUCT DESIGN

Services
Products of economic activity that
you can’t drop on your foot, ranging
from hairdressing to websites.
–The Economist

Service design applies design
methods and craft to the definition
and orchestration of products,
communications, interactions,
operations, culture, and structure of
an organization.

User Experience Service Experience
Experience between person
and single touchpoint, usually a
digital product
Orchestrated experience
among all parts of the service,
from people to objects to
places to interfaces

INTERACTIONS
CUSTOMER
STAFF
PRODUCTS TOOLS STRUCTURE CULTUREPROCESSES
CUSTOMER
EXPERIENCE
BIZ & STAFF
EXPERIENCE
SX

BUSINESSSTAFF
CUSTOMER
EMPATHY
TRIANGLE

JOURNEY
IDEATION
SERVICE BLUEPRINT
TOUCHPOINTS
VISION
RESEARCH

JAMIN HEGEMAN | @JAMIN !35
JOURNEY
STAGES
KEY MOMENTS
FEATURES
TOUCHPOINTS
REQUIREMENTS

EXPERIENCE 1

EXPERIENCE 2

PEAK-END RULE

Peak-End Rule
A psychological heuristic in which people
judge an experience largely based on how
they felt at its peak (i.e., its most intense
point) and at its end, rather than based on
the total sum or average of every moment
of the experience.
—Daniel Kahneman

The surprise about great service
experiences is that they are mostly
forgettable and occasionally remarkable.
–Chip Heath

Rules for a Great Experience
Set expectations
Follow through
Reduce pain
Wow strategically*
End strong
*What are your magic moments?

Human centered
Co-creative
Sequenced
Visual
Holistic

CAREGIVER
PATIENT
Human Centered

DESIGNERPOLICY
CONSULTANT
COUNSELOR
Human Centered

PROCESS
ENGINEER
VICE
PRESIDENT
Co-Creative

!48
1
2
4
I’m not crazy.
If I keep doing
this, people will
think I'm crazy.
I didn’t get the right
help, so I’m out.
Better someone
else than me.
I don’t have mental
health problems.
My family’s got
issues, but
that’s normal.
I don’t want
to hear it.
There are people
I can talk to.
I feel like I'm
not alone.
Talking to
others like me
really helps.
5
I don’t trust
you.
I want to
help others.
It’s a little
better.
3
ACTIONS
Keeping silent
Using drugs and alcohol
Denying problems
FEELING
Confused, Scared, Alone
NEEDS
Education
Hope
Unawareness
PHASE 1
ROADBLOCKS CAN BE OPPORTUNITIES THROUGHOUT THE JOURNEY
Youth is not considering change.
ACTIONS
Changing behavior
Helping others
Relapsing
FEELING
Supported, Validated, Hopeful
NEEDS
Culturally
competent care
Family and peer
support
Engagement
PHASE 5
Youth’s commitment to change and new
emerging behaviors are reinforced by
positive experiences.
ACTIONS
Self-diagnosing
Seeking help
Talking to someone
NEEDS
Trust
Validation
Awareness
PHASE 3
Youth is gathering information and
self-reﬂecting while getting closer to
seeking help.
FEELING
Confused, Skeptical, Uncertain
ACTIONS
Linkage to help
Talking to caregivers for
treatment consent
Starting / Quitting
therapy
NEEDS
Trust
Safety
Privacy
FEELING
Relieved, Ambivalent,
Anxious, Hopeful
Connection
PHASE 4
Youth believes change can happen and
is actively taking steps to get help.
Youth need the right
support, education, privacy,
and safety to ensure they
don’t fall oﬀ the grid.
Creating Positive Change for
Youth in the Western Addition
A Journey to Empowerment
ACTIONS
Seeking distractions
Self-medicating
Hurting others
FEELING
Complacent, Angry, Numb
NEEDS
Role Modeling
Education
New Possibilities
Sensing
PHASE 2
Youth may think they have no control
over the problem, yet are on the fence
about getting help.
I’m not crazy, but
I need help.
I'm not
talking about
my problems.
!
!
!
!
!
!
!
OUTREACH &
EDUCATION
Provide empathy, acceptance, and
opportunities to expand self-awareness
NEW JOURNEY
(Empowered)
I’ve changed,
but nothing
else has.
Created in partnership with Mo’Magic and Edgewood © Adaptive Path
I feel bad, but I
don’t know why.
GUIDANCE &
SUPPORT
Provide encouragement to take
small steps, build relationships,
and strengthen coping strategies
!
STIGMA
Reframe
mental health
!
TRUST
Strengthen valuable
relationships with
family, friends, and
community
!
ACCESS
Deliver services
when and where
youth need them
!
SAFETY
Ensure protected
passage to services,
given the risk of
invisible boundaries
“There are things I need to deal with.” “I’m not alone.”
“I can change.”“Why am I like this?”“Nothing is wrong with me.”
Sequencing

MEMBERACTIONSPHASESTOUCHPOINTSFRONTSTAGESTAFFBACKSTAGESTAFFSTEMS&PROCESSES
Line of Interaction
Line of Visibility
Website
Web serverCampaign
manager, web
server
Read about
training on AP
site
Receive training
email
Email
Hear about
trainings via event
Event materials
(presentation/print)
Search online for
UX trainings
Website
Contact us form,
email
Email, detailed
info sheet on key
topics, training
overview sheet
(with light info on
price)
Respond to email,
schedule follow-
up call, send
detailed info on
topic interest, and
overview/exp info
Enter information
on topic &
interest on
contact us form
Enter information
into Salesforce
Send out email to
training mailing
list
Informal
follow-up with
practitioner
Salesforce
Review provided
material & wait
for call
Phone, email, PDF
material
Understand &
collect needs,
qualify lead, fill
out qualifying
checklist
Update to warm
lead in Salesforce,
Informal
follow-up with
practitioner
Salesforce
Call with AP
Communicate
lead to company,
assign PM and
Lead
Wait for material
from AP
Generate
narrative
from modular
blocks, and
create logistics
checklist
Dropbox
Email, narrative,
logistics
checklist
Send narrative,
early cost
transparency,
schedule follow-
up call, offer to
handle supplies
for training
Review material
from AP
Phone, email,
narrative,
logistics
checklist
Gather feedback
from client
Update material
based on
feedback
Dropbox Dropbox, training
tracker
Review material
with AP
Email, phone
Reply to verbal
win “Awesome!”
Update
Salesforce
Salesforce
Approve training
Generate SOW,
logistics details,
enter into training
tracker
Wait for SOW
and logistics
information
Email, Word fi
PDF
Send SOW to
client
Review SOW
logistics
AWARENESS ENGAGEMENTSequencing

!50
Visualize
Visual

PHIL AUTOMATION, VISUALIZATION, AND CONTROL
“After installing the latest smart home technology, my home
takes care of me, saves me money, and keeps me informed.
I use apps to control it while I’m away and have nice reports
to see my progress.”
With smart appliances and the outlets
I installed, we know more about how we
use energy, and our home knows us.
It shuts down unneeded power at
night, and reactivates when my alarm
goes off in the morning.
It’s almost like my home is my advisor, keeping
me informed and helping me make better
decisions to save money.
It keeps in touch with us when we’re away.
And reminds me to conserve
energy when I forget.
Experience Principles
KNOWS ME
TAKES CARE OF ME
SAVES ME MONEY
Level of Engagement
MY HOME
MY BEHAVIOR
EXPERIENCE
Phil enjoys an integrated system that makes
smart decisions for him and notifies him if his
attention is needed.
OPPORTUNITY
Automated System
Real-time Usage
FEATURE
Home Energy System
Smart Outlets
Smart Appliances
In-home Displays
PARTNER
Smart Appliance Manufacturers
Architects
Home Energy Consultants
In-home Display Designers
Home Improvement Retailers
1
EXPERIENCE
The home detects when the family is away and
prompts Phil to turn on an away mode, that
randomly turn lights on to keep the home safe.
OPPORTUNITY
Customization
Control
Automation
FEATURE
Mobile Apps
Home Energy Modes
PARTNER
App Developers
Home Energy System Providers
2
EXPERIENCE
Phil’s home syncs with his calendar and smart
alarm clock. At night, the home cuts power to
unneeded areas of the house. In the morning,
it reactivates.
OPPORTUNITY
Customization
Automation
FEATURE
Smart Energy Clock
Home Energy Modes
Calendar Integration
PARTNER
Electronics Manufacturers
3
EXPERIENCE
Smart outlets help Phil understand individual
costs, as well as provide alerts if energy use is
unusually high.
OPPORTUNITY
Real-time Usage
Recommendations
FEATURE
Smart Outlets
PARTNER
4
EXPERIENCE
Clear, easy to comprehend visuals give Phil
tangible feedback on his family’s energy use.
He relies on his energy system’s smart analysis
to make decisions.
OPPORTUNITY
Tracking
Tips and Education
FEATURE
Mobile Apps
PARTNER
Interaction Designers
Utility Companies
Environmental Organizations
5
WHAT’S HAPPENING
1
3
5
2
4
Visual

YOU
(and your family)
COMMUNITY
ENVIRONMENT
Social
Connections
Home
Monitoring
Automation
Be Efficent
Share Energy
Change
Behavior
Support
Environment
Save Money
Provide
Comfort
Competition
Donations
Kickstarter
Microlending
Comparison
Dialogue
Teams /
Groups
Resource
Management
Energy
Security
Renewables
Solar
Biking
Natural
Disasters
Energy
Regulation
Infastructure
Incentives
Subsidies
Decentralized
Model
Rebates
Usage
Patterns
Visualize
Behavior
Smart
Meter Data
Technology
Service
Provider
Resources
Conservation
Weather
Education
Government
Changing
Behaviors
Recycling
Electric
Cars
Global
Warming
Reducing
Demand
Cost
Rate
Plans
Billing
Alerts
Comfort
Home Modes
Construction
Location
Smart
Appliances
Disaggrigation
Conservation
Sensors
your home
Wasted
Energy
Holistic

JAMIN HEGEMAN | @JAMIN !53
PRODUCT
MANAGER
VISUAL
DESIGNER
Holistic

Real

You see the matrix.
CHECK INENTER REVIEW PLAY WELCOMERELAX CONTROLLEARN

check in enter review play welcome relax control learn
As a journey through moments.

Designer & Storyteller
!69
PHIL AUTOMATION, VISUALIZATION, AND CONTROL
“After installing the latest smart home technology, my home
takes care of me, saves me money, and keeps me informed.
I use apps to control it while I’m away and have nice reports
to see my progress.”
With smart appliances and the outlets
I installed, we know more about how we
use energy, and our home knows us.
It shuts down unneeded power at
night, and reactivates when my alarm
goes off in the morning.
It’s almost like my home is my advisor, keeping
me informed and helping me make better
decisions to save money.
It keeps in touch with us when we’re away.
And reminds me to conserve
energy when I forget.
Experience Principles
KNOWS ME
TAKES CARE OF ME
SAVES ME MONEY
Level of Engagement
MY HOME
MY BEHAVIOR
EXPERIENCE
Phil enjoys an integrated system that makes
smart decisions for him and notifies him if his
attention is needed.
OPPORTUNITY
Automated System
Real-time Usage
FEATURE
Home Energy System
Smart Outlets
Smart Appliances
In-home Displays
PARTNER
Smart Appliance Manufacturers
Architects
Home Energy Consultants
In-home Display Designers
1
EXPERIENCE
The home detects when the family is away and
prompts Phil to turn on an away mode, that
randomly turn lights on to keep the home safe.
OPPORTUNITY
Customization
Control
Automation
FEATURE
Mobile Apps
Home Energy Modes
PARTNER
App Developers
2
EXPERIENCE
Phil’s home syncs with his calendar and smart
alarm clock. At night, the home cuts power to
unneeded areas of the house. In the morning,
it reactivates.
OPPORTUNITY
Customization
Automation
FEATURE
Smart Energy Clock
Home Energy Modes
Calendar Integration
PARTNER
3
EXPERIENCE
Smart outlets help Phil understand individual
costs, as well as provide alerts if energy use is
unusually high.
OPPORTUNITY
Real-time Usage
Recommendations
FEATURE
Smart Outlets
PARTNER
4
EXPERIENCE
Clear, easy to comprehend visuals give Phil
tangible feedback on his family’s energy use.
He relies on his energy system’s smart analysis
to make decisions.
OPPORTUNITY
Tracking
Tips and Education
FEATURE
Mobile Apps
PARTNER
Interaction Designers
Utility Companies
Environmental Organizations
5
WHAT’S HAPPENING
1
3
5
2
4

Facilitator
!70
PRODUCT MANAGER
SERVICE 
DESIGNER
OPERATIONS
TECHNOLOGIST
MARKETING
DESIGNERS

Transformation Agent
!71by Kipum Lee - Maya Tokayer / Touchpoint Journal

Advocate
!72
None Internal
Projects
Integrated
Experience /
New Normal
Management
system / Business
as Unusual
Agency
Projects
Top Down
Training &
Capability
Building
Tools, Methods, &
Processes
Structure &
Systems
Individual
Bottom Up

Orchestrator
!73
Research Consideration Application Payment Payoff
E2E Management

Connector
!74
ImplementationService Design Adaptor

To be a service designer…
!75
Ability
Work across disciplines and a
wide range of stakeholders
Create stories that  
communicate the desired  
service experience
Connect dots,  
visualize and simplify  
complex systems
Work on both problem  
framing and design execution
Empathize with  
customers, employees, and
business partners
Understand and appreciate
various forms of design
Focus
Orchestration of service
interactions across time
Value exchanged (co-value)
through service encounters
Design across the front  
stage and back stage
Approach
Advocate for customer,
employee, and business goals
Co-create with groups  
and disciplines
Examine broader ecosystem  
and experiences in relation to
service moments
+ =

Read books.
!77
My Favorites
This is Service Design Thinking
This Is Service Design Doing
Service Design from Insight to
Implementation
Service Design for Business: A
Practical Guide to Optimizing the
Customer Experience
Designing for Interaction  
(Chapter on Service Design)
servicedesignbooks.org

Learn the tools.
!79
servicedesigntools.org

bit.ly/ServiceBlueprintingGuide

mappingexperiences.com

Rethink your life.
!82
GO TO SCHOOL GET A JOB START YOURSELF JOIN THE COMMUNITY
Dedicating time to
build your foundation
Taking time off and
getting into debt
Working with and
learning from the pros
Finding few jobs in
the current market
Leading the way at
your organization
Getting push back
and little support
Tapping into a network
with the same goal
Networking may not
build skills you need
PRO
CON

How to become a service
designer in 10 easy steps
1. Study engineering
2. Switch to writing poetry
3. Get a job a McDonald’s
4. Become a reporter
5. Join a startup (that fails)
6. Become a CSS expert (circa 2003)
7. Get a masters in design
8. Join Nokia Design
9. Build service design at Adaptive Path
10. Join a bank through acquisition

Service design gives shape to
experiences that have no form.

If we don’t see the problem,  
we can’t ﬁx it.

Sprints, design thinking, agile,
iterative design, lean, etc, will
not ﬁx a system that is broken,
ﬂawed, or corrupt.

Design as system
Design as service
Design as product
Design as feature
Design as interaction
Micro
Macro
We need
design at
higher levels
of zoom.

Thank you.
Jamin Hegeman
VP, Head of Experience Design, Capital One  
VP, Service Design Network
jamin@jamin.org | @jamin

So you want to be a service designer - Jamin Hegeman

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