The document discusses improving the patient experience at a neurosurgery clinic through service design. It suggests rearranging seating, creating better communication artifacts between doctors and patients, and designing an interactive engagement system. It then discusses key concepts of service design including seeing services as experiences orchestrated through interactions, products, culture and other elements. It outlines a process for service design from research to piloting changes. Throughout it uses visualizations and examples to illustrate service design concepts and opportunities to improve experiences.

1. Jamin Hegeman | @jamin
So you want to be a
Service Designer
Productized, Lisbon
October 21, 2016

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

3. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 3

4. REARRANGE THE
SEATING
BEFORE
AFTER

5. CREATE BETTER
COMMUNICATION
ARTIFACTS
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.

6. DESIGN AN
INTERACTIVE
ENGAGEMENT
SYSTEM

7. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 7
SERVICE DESIGN
PRODUCT DESIGN

8. 1. How you think of design.

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

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

11. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 11
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

12. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 12
SERVICE
INTERACTIONS
CUSTOMER
STAFF
PRODUCTS OPERATIONS STRUCTURE CULTURE
CUSTOMER
EXPERIENCE
BIZ & STAFF
EXPERIENCE
SERVICE
DESIGN
source: 5 Things I Wish I Knew – Jamin Hegeman

13. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 13
BUSINESSSTAFF
CUSTOMER
EMPATHY
TRIANGLE

14. BUSINESS NEEDS
‣ New service incubation
‣ Service transformation
‣ Process improvement
‣ Customer experience improvement
‣ Staff experience improvement
• Needs
• Opportunities
• Assessment
• Service Blueprint
• Service Experience Vision
• Planning & Support
• Design
• Pilot
• Deliver & Implement
Discover
Align
Build
New
Service
OUTCOMES
Existing
Service
Org
Change
Process
Change
Digital
Output
Physical
Output
Service
Design

15. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 15
JOURNEY
IDEATION
SERVICE BLUEPRINT
TOUCHPOINTS
STORYBOARD
RESEARCH

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• Cross-service journeys: financial health; credit building
• LOB service journeys: mortgage service
• Service sub-journeys: cafe account opening
CREDIT BANK FINANCIAL SERVICES
CROSS SERVICE
SERVICE
SUB SERVICE
OPERATIONS
Design for Journeys

19. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 19
JOURNEY
STAGES
KEY MOMENTS
FEATURES
TOUCHPOINTS
REQUIREMENTS

20. Service design gives shape to
experiences that have no form.

21. 2. How you see the world.

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31. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 31
You see the matrix.
CHECK IN ENTER REVIEW PLAY WELCOME RELAX CONTROL LEARN

32. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 32
CHECK IN ENTER REVIEW PLAY WELCOME RELAX CONTROL LEARN
As a journey through touchpoints.

33. 3. The principles you follow.

34. Human centered
Co-creative
Sequenced
Visual
Holistic

35. CAREGIVER
PATIENT
Human Centered

36. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 36
DESIGNER
NURSE
BUSINESS
Human Centered

37. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 37
PROCESS ENGINEER
VICE PRESIDENT
Co-Creative

38. DESIGNER
CUSTOMER
Co-Creative

39. Sequencing

40. 40
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

41. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 41
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

42. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
42
Visualize
Visual

43. 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
Home Improvement Retailers
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
Home Energy System Providers
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
Electronics Manufacturers
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

44. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 44
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

45. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 45
PRODUCT MANAGER
VISUAL DESIGNER
Holistic

46. 4. The future you imagine.

47. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
Service Design Capabilities
47
PARTICIPATE
Learn the process,
tools, and the language
of service design
CHANGE THE ORG
Establish an
accountable function
that reports to the top
HIRE DESIGNERS
Build your design team
or work with an
external agency
MAKE HYBRID TEAMS
Embed non-designers
with service design
teams
+

48. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
Service Design Engagement Models
48
EXTERNAL EMBEDDED HYBRID
Service design team focuses on
specific projects or a program of
work outside of business as usual
operations and delivery.
Pro: Dedicated team hyper
focused. Sees the big picture
Con: BAU may not know how to
integrate the work.
Service designers work as part of
an operations or delivery team,
integrating methods and tools into
workflow.
Pro: Invested and accountable,
highly integrated in the work.
Con: Isolated and may be
outnumbered by BAU.
External team accelerates
projects, and supports vision and
horizontal view. Embedded
designers bridge the gap between
strategy and BAU.
Pro: Big picture view with linkage
to BAU.
Con: May be difficult to scale

49. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 49
SERVICE
EXPERIENCE
SERVICE MANAGER
DESIGNER
OPERATIONS
TECHNOLOGIST
MARKETING
{
Service Design Team Structure

50. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
Service Strategy and Delivery Models
50
VISION PLANNING
OPERATIONS AND DELIVERY
VISION

51. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
Service Experience Officer
51
MARKETING IT OPERATIONS FINANCE
CEO
SERVICE
SERVICE
EXPERIENCE
SXO
SERVICE
SERVICE
EXPERIENCE

52. 5.Your journey.

53. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
Read books.
53
My Favorites
This is Service Design Thinking
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

54. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
Learn the tools.
54
servicedesigntools.org

55. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
Go to conferences.
55

56. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
Rethink your life.
56
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

57. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
Build your skills.
57
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
+ =

58. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
Develop your craft.
58
DEFINE
THE VISION
STORYTELLER
ORCHESTRATE
EXPERIENCES
CONDUCTOR
LEAD
COLLABORATION
FACILITATOR
DELIVER
RESULTS
DESIGNER

59. Our products don't live
on there own.

60. Whether you design
services or not, service
design can help you.

61. If you want to be a service
designer, the world needs you.

62. Thank you.
JAMIN HEGEMAN
HEAD OF DESIGN, CAPITAL ONE FINANCIAL SERVICES
PRINCIPAL, SERVICE DESIGN NETWORK
JAMIN@JAMIN.ORG | @JAMIN