This document provides an overview and agenda for a service design crash course being held at UX Week in San Francisco. It introduces service design basics and explores three core service design methods - customer journey mapping, acting as prototyping, and service blueprinting. The agenda covers introducing these methods through exercises and discussions around a workshop project. It also considers the business implications of service design. The goal is to help participants understand service design and how it can be applied.
Talk on the importance of Service Design Thinking, how the evolution of Design and business leads to Service Design Thinking, overview of Service Design Thinking process and key artifacts used.
Slides from a service design workshop held at Ratkaisu13, an annual conference organized by CGI Finland (formerly known as Logica). If you are interested in knowing more, get in touch.
The role of service design in organizations Carol Massá
Presentation given at FusionConf UX Edition in Charlotte, NC (April, 2019) about the power of perspectives, role of service design, methodologies and challenges around shifting from operational driven to design drivel models in today's world.
Carol Massa is a service designer at Harmonic Design
www.thisisharmonic.com
Talk on the importance of Service Design Thinking, how the evolution of Design and business leads to Service Design Thinking, overview of Service Design Thinking process and key artifacts used.
Slides from a service design workshop held at Ratkaisu13, an annual conference organized by CGI Finland (formerly known as Logica). If you are interested in knowing more, get in touch.
The role of service design in organizations Carol Massá
Presentation given at FusionConf UX Edition in Charlotte, NC (April, 2019) about the power of perspectives, role of service design, methodologies and challenges around shifting from operational driven to design drivel models in today's world.
Carol Massa is a service designer at Harmonic Design
www.thisisharmonic.com
To hear a recording of Richard's presentation please visit https://attendee.gototraining.com/r/9217597784540753409.
Richard Ekelman, Founder of the Service Experience Academy will lead this 1-hour talk. He will explore what service design is a discipline and toolkit when building understanding, co-creating innovation, and evolving organizational culture. Service design is uniquely equipped to handle the complexities and pitfalls of innovation, and this talk will cover not only the core thinking and principles but how those principles have practical application in any organization. Additionally, Rich discusses the overlaps and distinctions between service design and other disciplines such as six sigma, user experience, customer experience, and product design. The goal of this webinare was to provide participants with a foundational understanding of service design that will enable them to build confidence in their ability to discuss and experiment with service design in their own work.
To hear a recording of Richard's presentation please visit https://attendee.gototraining.com/r/9217597784540753409.
What can we expect to happen to services and design in the next 10 years? In this presentation, our head of Insight, Marzia Arico, explores four drivers of change that will significantly impact services and design in the future. #SDGC17
If you work with services, whether in technology, physical or human services, this talk will give you a high level understanding of the Service Design process and how you can use simple tools to find a problem worth solving, and solve it well.
Note: If you are an experienced service designer you may find the content fairly high level :)
Establishing a service design practice in large organisations Livework Studio
In this keynote Marzia will share insights into how to build service design capability in large organisations. She will describe a diffusion model that encompasses four maturity stages. Through real client cases Marzia will picture each stage and describe how the organisation looks at each level.
The question of how Service Design is different from other disciplines is the wrong way to look at the discipline. In this talk I highlight the core flexibilities required to practice Service Design and how service design extends the work of other practices like UX, CX, IxD, Content Strategy, and more.
When it comes to customer centric innovation and digital transformation processes, design tools and methodologies provide a solid framework for organisations to understand the user behaviors and develop relevant solutions.
Nevertheless, designing services or experiences is not simply a matter of conducting contextual interviews, building journey maps and leveraging user needs to drive all the decisions from ideation to implementation. In a moment in which human beings are finally the center of attention of companies and professionals across all industries, the quality of research insights and design outcomes is often surprisingly flat, raising concerns around the value and relevance of what we do.
Design tools are indeed useless without a radical shift in perspective: less interviews with users and more conversations with human beings; dedicate time and space to embrace nuances and complexity instead of only scratching the surface of problems to move faster; transition from designing for users to designing with users, becoming ourselves enabling tools for people to shape meaningful solutions.
From Products to Services: A Service Design Crash CourseJamin Hegeman
This is a combination presentation and guide for a workshop I gave with Jared Cole at UX Week in August 2010. The content is largely the same as Service Design: An Interaction Design Perspective, except for the addition of the workshop slides.
Exploring Service Design: User Experience Beyond the ScreenAriel van Spronsen
A look at service design: What is is, and how it related to user experience design. Presented at Refresh Bellingham January 2010 (and again at Infocamp 2010).
Subsections:
- Context
- What is Service Design?
- Service Design Concepts
- Service Design Practice
- User Experience Beyond the Screen
- Resources
Please note that the work contained in the slides on Concepts and Processes are a compilation of key concepts from the work of other thinkers in Service Design. The works have been attributed to their authors and are not my original work. All other slides are my thinking and work.
Outlines a half-day workshop in Service design. Adapted from Adaptive Path's full day Service design workshop that I attended in October 18th, 2012.
This workshop helps employees get into the service design mindset, helping them think long term and holistically about what they are providing to their customers.
Quick introduction to UX & service design, high-level process & some methodologies and inspiration.
This deck was created for the workshop on UCD for the built environment.
Designing for Multi-touchpoint ExperiencesJamin Hegeman
Want to help your team and stakeholders develop a mindset for designing and delivering multi-touchpoint service experiences before getting caught up in constraints and requirements? Could you use a fun, experience-driven method to level the playing field and get multidisciplinary teams working together to generate ideas?
During the first part of this service experience workshop, we’ll use an acting method called ‘service storming’ to rapidly generate ideas for a service concept across multiple touchpoints. This simple, but powerful tool will help teams cover a wide range of experiences in a short time period.
After acting out some service experiences, we’ll focus on making them operational. For this, we will turn to the service blueprint, a service design tool that helps you capture experience across time and touchpoints in a way that many teams and stakeholders can understand and design from.
Together, these tools will help you and your teams develop a service mindset, work better across disciplines, and move from ideation to execution of multi-touchpoint service experiences.
What you’ll get in this workshop:
A great team building exercise that gets people thinking outside of the box, screen, or whatever constrains them
An introduction to service storming, a great ideation method that using acting as a way to generate and communication service concepts
An introduction to service blueprints, an operational tool used to visualize the touchpoints and backend systems needed to realize service experiences
A quick overview of service design by Nick Marsh of Engine service design. What is service design? Why is it? Where's it going next?
Delivered at HyperIsland, Stockholm, September 2007
To hear a recording of Richard's presentation please visit https://attendee.gototraining.com/r/9217597784540753409.
Richard Ekelman, Founder of the Service Experience Academy will lead this 1-hour talk. He will explore what service design is a discipline and toolkit when building understanding, co-creating innovation, and evolving organizational culture. Service design is uniquely equipped to handle the complexities and pitfalls of innovation, and this talk will cover not only the core thinking and principles but how those principles have practical application in any organization. Additionally, Rich discusses the overlaps and distinctions between service design and other disciplines such as six sigma, user experience, customer experience, and product design. The goal of this webinare was to provide participants with a foundational understanding of service design that will enable them to build confidence in their ability to discuss and experiment with service design in their own work.
To hear a recording of Richard's presentation please visit https://attendee.gototraining.com/r/9217597784540753409.
What can we expect to happen to services and design in the next 10 years? In this presentation, our head of Insight, Marzia Arico, explores four drivers of change that will significantly impact services and design in the future. #SDGC17
If you work with services, whether in technology, physical or human services, this talk will give you a high level understanding of the Service Design process and how you can use simple tools to find a problem worth solving, and solve it well.
Note: If you are an experienced service designer you may find the content fairly high level :)
Establishing a service design practice in large organisations Livework Studio
In this keynote Marzia will share insights into how to build service design capability in large organisations. She will describe a diffusion model that encompasses four maturity stages. Through real client cases Marzia will picture each stage and describe how the organisation looks at each level.
The question of how Service Design is different from other disciplines is the wrong way to look at the discipline. In this talk I highlight the core flexibilities required to practice Service Design and how service design extends the work of other practices like UX, CX, IxD, Content Strategy, and more.
When it comes to customer centric innovation and digital transformation processes, design tools and methodologies provide a solid framework for organisations to understand the user behaviors and develop relevant solutions.
Nevertheless, designing services or experiences is not simply a matter of conducting contextual interviews, building journey maps and leveraging user needs to drive all the decisions from ideation to implementation. In a moment in which human beings are finally the center of attention of companies and professionals across all industries, the quality of research insights and design outcomes is often surprisingly flat, raising concerns around the value and relevance of what we do.
Design tools are indeed useless without a radical shift in perspective: less interviews with users and more conversations with human beings; dedicate time and space to embrace nuances and complexity instead of only scratching the surface of problems to move faster; transition from designing for users to designing with users, becoming ourselves enabling tools for people to shape meaningful solutions.
From Products to Services: A Service Design Crash CourseJamin Hegeman
This is a combination presentation and guide for a workshop I gave with Jared Cole at UX Week in August 2010. The content is largely the same as Service Design: An Interaction Design Perspective, except for the addition of the workshop slides.
Exploring Service Design: User Experience Beyond the ScreenAriel van Spronsen
A look at service design: What is is, and how it related to user experience design. Presented at Refresh Bellingham January 2010 (and again at Infocamp 2010).
Subsections:
- Context
- What is Service Design?
- Service Design Concepts
- Service Design Practice
- User Experience Beyond the Screen
- Resources
Please note that the work contained in the slides on Concepts and Processes are a compilation of key concepts from the work of other thinkers in Service Design. The works have been attributed to their authors and are not my original work. All other slides are my thinking and work.
Outlines a half-day workshop in Service design. Adapted from Adaptive Path's full day Service design workshop that I attended in October 18th, 2012.
This workshop helps employees get into the service design mindset, helping them think long term and holistically about what they are providing to their customers.
Quick introduction to UX & service design, high-level process & some methodologies and inspiration.
This deck was created for the workshop on UCD for the built environment.
Designing for Multi-touchpoint ExperiencesJamin Hegeman
Want to help your team and stakeholders develop a mindset for designing and delivering multi-touchpoint service experiences before getting caught up in constraints and requirements? Could you use a fun, experience-driven method to level the playing field and get multidisciplinary teams working together to generate ideas?
During the first part of this service experience workshop, we’ll use an acting method called ‘service storming’ to rapidly generate ideas for a service concept across multiple touchpoints. This simple, but powerful tool will help teams cover a wide range of experiences in a short time period.
After acting out some service experiences, we’ll focus on making them operational. For this, we will turn to the service blueprint, a service design tool that helps you capture experience across time and touchpoints in a way that many teams and stakeholders can understand and design from.
Together, these tools will help you and your teams develop a service mindset, work better across disciplines, and move from ideation to execution of multi-touchpoint service experiences.
What you’ll get in this workshop:
A great team building exercise that gets people thinking outside of the box, screen, or whatever constrains them
An introduction to service storming, a great ideation method that using acting as a way to generate and communication service concepts
An introduction to service blueprints, an operational tool used to visualize the touchpoints and backend systems needed to realize service experiences
A quick overview of service design by Nick Marsh of Engine service design. What is service design? Why is it? Where's it going next?
Delivered at HyperIsland, Stockholm, September 2007
A talk I gave at UX People 2013 as an attempt to demystify the term 'Service Design'. I talked about the methodologies and tools that service designers use, as well as the attitudes and skills requires to practice the discipline.
A form of product that consists of activities, benefits or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. The government sector, with its court, employment services, hospitals, loan agencies, military services, police and fire department, postal service and schools, in the service business. An essential ingredient to any service provision is the use of appropriate staff and people. Refers to the systems used to assist the organization in delivering the service. Where is the service being delivered? Physical Evidence is the element of the service mix.
A slidedeck Marc Stickdorn and Jakob Schneider use for presentations on Service Design Thinking in 2013. It uses some examples from the field of tourism to explain the basic concepts, process, methods and tools of service design. Have a look at our websites to learn more on what we're doing or get in touch with us:
The book "This is Service Design Thinking": www.tisdt.com
The software "smaply": www.smaply.com
The mobile ethnography software "myServiceFellow": www.myservicefellow.com
Presentation by Marc Stickdorn & Jakob Schneider.
Graphic design by Jakob Schneider. Like his style? Check his agency: http://kd1.com
In 2008, Jay Hyett assumed responsibility for a Service Desk that was said to be 'good enough'. However Jay wasn't happy with that label and so, over the next couple of years and with a tiny budget, he led a Service Improvement Program that turned 'good enough' into 'excellent'. In this presentation, Jay will share insights into how Lonely Planet transformed its Service Desk by adopting best practise from ITIL/Agile/Net Promoter, focussing on developing staff and placing Lonely Planet's customers at the heart of everything they do. This ultimately resulted in turning a good 'Toyota' team into a sleek high performing 'BMW' team.
How do you make an entire service visible? And align frontstage customer experience with backstage business processes? April’s Service Design Drinks in Berlin gave an introduction to one of the most central delivery tools and artefact in service design. A comprehensive input was followed by a related hands-on session.
Joint presentation to SME members on the benefits of Lean, a overview of Lean terminology, and how sequencing operations in a balanced flow reduces Lead Time.
Better Than Cash: Tips & Strategies Using Mobile Money in the FieldJohn Owens
This presentation was given during the Mobile Money Academy Workshop during the Connected World Forum 2012 held in Dubai on November 22. During this workshop we shared our tips and strategies utilizing mobile money for development projects in countries such as Afghanistan, Kenya and the Philippines. It shares the various use cases and experiences utilizing mobile money for development projects in the field. It covers the collective experiences of three USAID-funded projects managed by Chemonics International in Kenya, the Philippines and Afghanistan. Note the views here are those of the authors and do not necessarily reflect the views of the Better Than Cash Alliance, USAID or Chemonics International.
Neck Down Designing: using service design & bodystorming to move from EH to A...Izac Ross
Slide deck from Liz Burow & Izac Ross's workshop at Lean UX NYC, April 13, 2013
In our knowledge-based economy, creating a good product isn’t the whole picture anymore. People expect great service. But what does that look like? What does it feel like? To create a dynamic and memorable service, businesses recognize the power of creating seamless experiences, rich with activities, environments, interactions, objects
and users, from first encounter to lasting impression. The design profession is responding by finding new ways to overlap disciplines to build rich moments and interactions that
in the end create emotive, authentic service experiences. The process of discovering, designing and weaving these touch points together is the core work and deliverable of service designers.
In this interactive workshop, you will learn through ‘neckdown’ activities that will focus on using your body to enact what a service experience feels like and how to make it better. Emphasis will be placed on understanding the perform-ability of a service and not just it’s usability.
What We’ll Do Together:
You will be introduced to ‘service design’ methodologies and ‘body storming’ tools and will apply techniques through play, acting out the traits of the end-user by showing, not
telling. Emphasis will be on trying to better understand how an end-user’s motivations, behaviors, beliefs and limitations can effect and direct a great service experience.
The workshop will introduce personas and hypothetical scenarios as a jump-start to the body-storming activities. You will test your skills in collaborative groups and
learn how to act out existing service experiences and improve upon them through additional skits.
What you will learn:
• Get more comfortable with ‘neck down’ thinking (using your body to test and learn)
• A new technique to better empathize with the tangibles and intangibles of an end-user experience
• Learn how to apply body storming to UX practices
• Learn iterative methods to enact service experiences
• Understand the key components to how services are composed.
How I Learned to Stop Worrying and Give Service Design AwayJamin Hegeman
It's one thing to learn service design tools and try them here and there on your projects. It's another to make the tools and the mindset business as usual within your organization. This presentation was given at the SX Conference in San Francisco and the Service Design Global Conference in Madrid. It maps the journey of democratizing service design at scale within Capital One's Financial Services division, highlights the lessons, and provides advice for scaling service design within your organization.
Service design is no longer new or unknown. The practice is maturing as service design firms gain experience and organizations start to bring service design in house. Journey maps are all the rage, and everyone is talking about designing for the end to end customer experience. So what does it take to be a great service designer? What need do service designers address? What is the craft of service design? How might you build service design into your team? This talk was given at Productized16 in Lisbon.
Between Filth and Fortune- Urban Cattle Foraging Realities by Devi S Nair, An...Mansi Shah
This study examines cattle rearing in urban and rural settings, focusing on milk production and consumption. By exploring a case in Ahmedabad, it highlights the challenges and processes in dairy farming across different environments, emphasising the need for sustainable practices and the essential role of milk in daily consumption.
You could be a professional graphic designer and still make mistakes. There is always the possibility of human error. On the other hand if you’re not a designer, the chances of making some common graphic design mistakes are even higher. Because you don’t know what you don’t know. That’s where this blog comes in. To make your job easier and help you create better designs, we have put together a list of common graphic design mistakes that you need to avoid.
7 Alternatives to Bullet Points in PowerPointAlvis Oh
So you tried all the ways to beautify your bullet points on your pitch deck but it just got way uglier. These points are supposed to be memorable and leave a lasting impression on your audience. With these tips, you'll no longer have to spend so much time thinking how you should present your pointers.
White wonder, Work developed by Eva TschoppMansi Shah
White Wonder by Eva Tschopp
A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
Dive into the innovative world of smart garages with our insightful presentation, "Exploring the Future of Smart Garages." This comprehensive guide covers the latest advancements in garage technology, including automated systems, smart security features, energy efficiency solutions, and seamless integration with smart home ecosystems. Learn how these technologies are transforming traditional garages into high-tech, efficient spaces that enhance convenience, safety, and sustainability.
Ideal for homeowners, tech enthusiasts, and industry professionals, this presentation provides valuable insights into the trends, benefits, and future developments in smart garage technology. Stay ahead of the curve with our expert analysis and practical tips on implementing smart garage solutions.
Book Formatting: Quality Control Checks for DesignersConfidence Ago
This presentation was made to help designers who work in publishing houses or format books for printing ensure quality.
Quality control is vital to every industry. This is why every department in a company need create a method they use in ensuring quality. This, perhaps, will not only improve the quality of products and bring errors to the barest minimum, but take it to a near perfect finish.
It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
So, this presentation points designers to some important things that may be missed by an editor that they could eventually discover and call the attention of the editor.
5. Service Design
Focuses on experiences and interactions,
rather than products.
Seeks to balance aesthetics and human
needs with organizational capabilities.
- after Lucy Kimbell
5
7. 134 Harvard Business Review January-February 1984
Exhibit I Blueprint for a comer shoeshine
StarKlard Brush
execution time shoes
2 minutes
Total
acceptable
execution time
5 minutes
Une of Faciiitating services
vialblllty and products
Not seen Select
by customer and purchase
but necessary supplies
to
perfonnance
There are several reasons for the lack of Good and lasting service management requires muc h
analytical service systems designs. Services are more. Better service design provides the key to market
unusual in that they have impact, but no form. Like success, and more important, to growth. 7
light, they
10. Dialing IBM-HELP to get assistance with Lotus Notes
Carrie Chan | IBM T.J Watson Research Center, Hawthorne NY | 6.15.07
Blueprinting ideas v.4
thinkcarrie.com
service evidence Living with Complexity, Donald
problem with Lotus
Norman
Notes Mail and
Calendar syncing
customer steps
DIAL NAVIGATE PRE-RECORDED MENU TALK TO AGENT WAIT FOLLOW AGENT’S ST
hazard line
Dislike calling call centers how long am i being
onstage
put on hold for?
i’m pressing ‘3’ and
nothing is happening...
6D1511 is before
6A1511 in the menu
choices... did I hear is he even listening to
6D1511 correctly? me? he seems to be
he’s assuming i know all the typing a lot. and not
customer’s journey
IBM language even though I’ve paying attention.
repeatedly told him I was new
he’s apologizing for soft- he’s talking really fast
ware malfunction - is this
the same problem i was
just having? or should i be
worrying about something
else?
ne of of visibility
area visibility
representative
service
Give introductory speech. Ask for employee serial Present customer with menu options to Introduce yourself. Ask customer what Look up information regarding Ask what error message Proceed to follow steps outlined in documentation.
number. redirect call. Apologize for software problem they’re having. Lotus Notes Mail and Calendar the customer is getting.
script
malfunction. syncing on database.
Redirect call after customer inputs a
choice. Ask if they are on or
off site.
provider’s steps
backstage
WAIT FOR CALL DIRECT CALL TO PROPER DEPT. INTRODUCTION GET PROBLEM FIND SOLUTION TO PROBLEM WALK CUSTOM
application
backstage
processes
P P P P P P P P P P
support
implementation account executives product executives (BTO)
10
operati
22. Business Bene ts
Create better customer and staff experiences
Reduce inefficiencies
Improve customer retention (loyalty)
Deepen and widen customer relationships
Design new business models
Increase value to society
22
23. To do service design,
designers need to better
speak to business needs.
33. De nition Patient Journey
t visit
visi st t t
re fir t isi isi
ca / sit isi pv pv
tio
n y sis vi y pv u u
c ar no -o
p er t-o w- w-
et
e
rim iag e rg s llo llo
D P D Pr Su Po Fo Fo
33
34. De nition Needs and Emotions
Emotions
Support Needs
Waiting Needs
Information Needs
34
35. De nition Holistic Delivery System
Service Blueprint of Presby Neuro Clinic
PHYSICAL Front Waiting Front Waiting Front Hallway Exam MRI & Exam MRI & Door Tag Waiting Check-out
EVIDENCE Desk Room Desk Room Desk Room Chart Room Chart Room Room
Check-out,
PATIENT Sign In Wait Check-in Wait Responds Follow to Wait in Answer
Wait
Ask Return
Wait Pay, &
ACTIONS Exam Rm Exam Rm Questions Questions Door Tag Leave
Line of Interaction
? ? ? ? ?
ONSTAGE Call Escort to
Check Meet Dr. Process &
CONTACT Welcome Process Patient Exam Rm
Vitals & Kassam Check-out
Ask Quest
PERSON
Line of Visibility
BACKSTAGE Get See Other Grab Check Place in Take See Other
See Other See Other
CONTACT Patient
Patients Patients Door Tag Patients
Patient Kassam Away Patients
PERSON Chart Location Bin Chart
Brings Chart in Grab Kassam
Door Tag To Be Chart Gets Quick
Back Seen Bin from Bin Review
Chart Write Rm Check
Taken by # on Patient Dictation
Staff Schedule Location
Line of Internal Interaction
SUPPORT Records/ Bin Chart Records/
Debbie’s Door Tag Schedule Storage Database
Database System
PROCESSES Chart Cart
System
System System System System
35
42. Delivery Tangible and Intangible
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.
42
45. Even: San Francisco
e city of San Francisco has taken a number of steps
to reduce its impact on the planet, from easier
recycling and composting to improved bike lanes.
ese programs have all been marked as successes, but
the cities sees greater opportunity in going to the
source and reducing consumption itself.
45
46. Even: San Francisco
Seeing the success of services like ZipCar and NetFlix,
the city of San Francisco would like to develop services
that promote sharing and collaborative consumption
while supporting neighborhood development.
46
47. Odd: Cathay Paci c
Cathay Paci c Airlines is known for its service. ey pay
attention to their customers, and they do their best to
take care of them. As with all airlines, Cathay Paci c
has noticed the number of passengers traveling for
work has continued to increase over the last few years.
is is great for the airline, but all of this travel means
that people are spending signi cant periods of time
away from their homes and families.
47
48. Odd: Cathay Paci c
Knowing that this distance can place substantial strains
on travelers and their families, Cathay Paci c would
like to offer services to help frequent business travelers
feel more connected to their loved ones back home.
48
50. Customer Journey Map
The customer journey map is an oriented graph
that describes the journey of a user by
representing the different touchpoints that
characterize his interaction with the service.
http://www.servicedesigntools.org/tools/8
51. Journey Exercise
9:40-10:30
Purpose
Visualize the experience over time with multiple
touchpoints and services.
Activity
Part 1: Individually catalog the customer journey.
Part 2: Map a combined customer journey with
emotions and pain points.
Tools
butcher paper, stickies, markers
51
52. Example Journey
Emotions
Support Needs
Waiting Needs
Information Needs
52
55. Acting as Prototyping
Sometimes called informance, this method
represents an idea by acting in order to tell,
explain and share it.
http://www.servicedesigntools.org/tools/33
56. Acting Exercise
11:00-12:30
Purpose
Engage with service ideas in new ways. Identify further
ideas and discover potential limitations.
Activity
Using your Customer Journey and Service Blueprint as
guides, select and enact a key moment in the service
experience.
Tools
open mind, your body
56
58. Acting Exercise
Who are the stakeholders?
Does it address the considerations?
What’s going on in the front stage? Back stage?
What are the touch points?
What is magical?
How does your performance demonstrate success?
How does it deal with failure?
58
61. Service Blueprint
The blueprint is an operational tool that describes
the nature and the characteristics of the service
interaction in enough detail to verify, implement
and maintain it.
http://www.servicedesigntools.org/tools/35
62. Blueprint Exercise
2:00-3:00
Purpose
Visualize the service procedures and processes.
Activity
Identify front stage and back stage actions that impact
customer of your service.
Tools
butcher paper, stickies, markers
62
66. Business Model Canvas
The Business Model Canvas, is a strategic
management and entrepreneurial tool. It allows
you to describe, design, challenge, invent, and
pivot your business model.
http://www.businessmodelgeneration.com/canvas
67. Canvas Exercise
3:30-4:30
Purpose
Consider the strategic business components that will
help you de ne the business case for your service.
Activity
Draw the 9 panels of the Business Canvas and ll each
with stickies describing the elements that belong in
that panel.
Tools
butcher paper, stickies, markers
67
68. Day Month Year
No.
Who are our Key Partners? What Key Activities do our Value Propositions require? What value do we deliver to the customer? What type of relationship does each of our Customer For whom are we creating value?
Who are our key suppliers? Our Distribution Channels? Which one of our customer’s problems are we helping to solve? Segments expect us to establish and maintain with them? Who are our most important customers?
Which Key Resources are we acquiring from partners? Customer Relationships? What bundles of products and services are we offering to each Customer Segment? Which ones have we established?
Which Key Activities do partners perform? Revenue streams? Which customer needs are we satisfying? How are they integrated with the rest of our business model?
How costly are they?
What Key Resources do our Value Propositions require? Through which Channels do our Customer Segments
Our Distribution Channels? Customer Relationships? want to be reached?
Revenue Streams? How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
What are the most important costs inherent in our business model? For what value are our customers really willing to pay?
Which Key Resources are most expensive? For what do they currently pay?
Which Key Activities are most expensive? How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?
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68
70. Sharing Exercise
4:30-5:00
Purpose
Get feedback, collaborate, spread knowledge, and make
your design work awesome.
Activity
Hang persona, journey map, blueprint, and storyboard
to present to your peers.
Introduce persona, problem, story.
Tools
drafting dots
70
71. From Sketchbook to Spreadsheet
Service Design working at different levels Measuring success – What? Where?
of organizations When? How?
Design and business collaborating; what What makes a successful (service) design
working together looks like business?
Design thinking and business thinking… What might designers learn from business
compare and contrast and vice versa
Is entrepreneurial spirit the business
equivalent of design thinking?
Service designers designing business,
businesses designing services
How does the business community view
service design?
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72. anks!
CONTACT RESOURCES
ADAPTIVE PATH SERVICE DESIGN NETWORK
San Francisco | Austin | Amsterdam service-design-network.org
JARED COLE SERVICE DESIGN TOOLS
jared@adaptivepath.com | @coffeekid servicedesigntools.org
JAMIN HEGEMAN DESIGN FOR SERVICE
jamin@adaptivepath.com | @jamin designforservice.wordpress.com
PROJECTS SERVICE DESIGN DRINKS AND EVENTS
servicedesigning.org
UPMC NEUROSURGERY CLINIC
jamin.org/archives/2008/upmc-neurosurgery-clinic SF SERVICE DESIGN DRINKS
@servicedesignsf
TRANSPORTATION SECURITY ADMINISTRATION
jamin.org/archives/2007/service-design-for-tsa
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