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Jamin Hegeman | @jamin
So you want to be a
Service Designer
Productized, Lisbon
October 21, 2016
How do you improve the
patient experience at a
neurosurgery clinic?
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 3
REARRANGE THE
SEATING
BEFORE
AFTER
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.
DESIGN AN
INTERACTIVE
ENGAGEMENT
SYSTEM
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 7
SERVICE DESIGN
PRODUCT DESIGN
1. How you think of 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.
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
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
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 13
BUSINESSSTAFF
CUSTOMER
EMPATHY
TRIANGLE
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
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 15
JOURNEY
IDEATION
SERVICE BLUEPRINT
TOUCHPOINTS
STORYBOARD
RESEARCH
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 16
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 17
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 18
• 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
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 19
JOURNEY
STAGES
KEY MOMENTS
FEATURES
TOUCHPOINTS
REQUIREMENTS
Service design gives shape to
experiences that have no form.
2. How you see the world.
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 22
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 23
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 24
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 25
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 26
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 27
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 28
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 29
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 30
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 31
You see the matrix.
CHECK IN ENTER REVIEW PLAY WELCOME RELAX CONTROL LEARN
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 32
CHECK IN ENTER REVIEW PLAY WELCOME RELAX CONTROL LEARN
As a journey through touchpoints.
3. The principles you follow.
Human centered
Co-creative
Sequenced
Visual
Holistic
CAREGIVER
PATIENT
Human Centered
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 36
DESIGNER
NURSE
BUSINESS
Human Centered
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 37
PROCESS ENGINEER
VICE PRESIDENT
Co-Creative
DESIGNER
CUSTOMER
Co-Creative
Sequencing
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
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
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
42
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
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
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
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 45
PRODUCT MANAGER
VISUAL DESIGNER
Holistic
4. The future you imagine.
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
+
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
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 49
SERVICE
EXPERIENCE
SERVICE MANAGER
DESIGNER
OPERATIONS
TECHNOLOGIST
MARKETING
{
Service Design Team Structure
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
Service Strategy and Delivery Models
50
VISION PLANNING
OPERATIONS AND DELIVERY
VISION
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
Service Experience Officer
51
MARKETING IT OPERATIONS FINANCE
CEO
SERVICE
SERVICE
EXPERIENCE
SXO
SERVICE
SERVICE
EXPERIENCE
5.Your journey.
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
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
Learn the tools.
54
servicedesigntools.org
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
Go to conferences.
55
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
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
+ =
PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
Develop your craft.
58
DEFINE 

THE VISION
STORYTELLER
ORCHESTRATE
EXPERIENCES
CONDUCTOR
LEAD 

COLLABORATION
FACILITATOR
DELIVER
RESULTS
DESIGNER
Our products don't live 

on there own.
Whether you design 

services or not, service 

design can help you.
If you want to be a service
designer, the world needs you.
Thank you.
JAMIN HEGEMAN
HEAD OF DESIGN, CAPITAL ONE FINANCIAL SERVICES
PRINCIPAL, SERVICE DESIGN NETWORK
JAMIN@JAMIN.ORG | @JAMIN

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So you want to be a Service Designer

  • 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
  • 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.
  • 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
  • 16. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 16
  • 17. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 17
  • 18. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 18 • 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.
  • 22. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 22
  • 23. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 23
  • 24. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 24
  • 25. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 25
  • 26. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 26
  • 27. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 27
  • 28. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 28
  • 29. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 29
  • 30. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 30
  • 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.
  • 36. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 36 DESIGNER NURSE BUSINESS Human Centered
  • 37. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 37 PROCESS ENGINEER VICE PRESIDENT Co-Creative
  • 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
  • 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