This document outlines the key lessons learned from the speaker's service design journey over many years. The five main points are: 1) Service design requires balancing the experiences of customers, staff, and the business. 2) Service design problems often have no single right solution, so ambiguity is normal. 3) Storytelling is a key tool in service design to illustrate experiences. 4) Great ideas are not enough - successful service design requires executing and sustaining ideas over time. 5) Service design requires bringing together diverse stakeholders like customers, designers, and the business to work as a team.

1. 5 Things I
Wish I Knew
A Service Design Journey
SERVICE EXPERIENCE CONFERENCE
OCTOBER 3, 2013

2. Why are you here?

3. I’M A POET

4. A DESIGNER

5. Design Process
RESEARCH INSIGHT IDEATE DELIVER

6. PHOTO CREDIT: KIPUM LEE

7. PHOTO CREDIT: KIPUM LEE

8. SERVICEDESIGNTOOLS.ORG

9. 2006
ATTENDED FIRST
INTERNATIONAL
SERVICE DESIGN
CONFERENCE

10. 2007
DIRECTED SECOND
INTERNATIONAL
SERVICE DESIGN
CONFERENCE

11. 2008 – PRESENT
SUPPORTED THE
DEVELOPMENT OF
THE SERVICE
DESIGN NETWORK

12. 5 Things I
Wish I Knew

13. 1. It goes beyond customers.

14. We dropped our 10-year old Phoebe at the
San Francisco airport on Saturday, June
30th for her first flight as an
unaccompanied minor.
We then waited and waited for the call from
camp that she arrived safely. That call did
not come.

15. United has made the travel process and
experience unbearable by de-humanizing
any and all experiences UNLESS you are a
Premier member AND you beg someone to
‘be a parent’ AND they break the rules
ONLY then can they maybe help you.

16. There’s a deeper problem here.

17. TOUCHPOINT
CUSTOMER
STAFF
PRODUCTS OPERATIONS STRUCTURE CULTURE
CUSTOMER
EXPERIENCE
BIZ & STAFF
EXPERIENCE
SX

18. BUSINESSSTAFF
CUSTOMER
EMPATHY
TRIANGLE
We need a balance.

19. PEOPLE FIRSTBUSINESS FIRST
INSIDE OUT OUTSIDE IN
OUTSIDE IN
& INSIDE OUT
You need to design service experience from
inside and out.

20. Service design applies design methods and craft
to the definition and orchestration of service
experiences.
Service design examines the operations, culture,
and structure of an organization for impact on
service experience.

22. Foundational
Transformational

23. CREATING AN SX TEAM REPORTING THE NUMBERSASKING FOR BLUEPRINTS
My highlights

24. Advice
Be human.

25. Advice
Focus as much on staff and
business empathy as you do
customers.

26. 2. You won’t always know
what you’re doing.

28. What improves the patient
experience at a neurosurgery clinic?

29. ANSWER
SEATING
ARRANGEMENT
BEFORE
AFTER

30. ANSWER
HANDOUT
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.

31. ANSWER
INTERACTIVE
SYSTEM

32. You’re all right!

33. SERVICE DESIGN
PRODUCT DESIGN

34. Ambiguity and myriad solutions
means you won’t always know what
you’re doing.

35. RESPONDS TO NEW
LEARNINGS
KEEPS IT
EXCITING!
FOCUSES ON THE
RIGHT PROBLEM
Why that’s good

36. The real problem is often not the one
you’re asked to solve.

37. IT’S HARD TO BUY DIFFICULT TO PLANAMBIGUITY IS SCARY
Why that’s bad

38. Advice
Make the strategy tangible.

39. Advice
Show value through execution.

40. 3. There’s lots of storytelling!

41. It’s hard to show a service experience.

42. CAPTURE
STORIES

43. MAP STORIES
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
People choose rail travel because it is
convenient, easy, and flexible.
Rail booking is only one part of people’s larger
travel process.
People build their travel plans over time. People value service that is respectful, effective
and personable.
EXPERIENCE
Rail Europe Experience Map
Kayak,
compare
airfare
Google
searches
Research
hotels
Talk with
friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets
arrive in mail
• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.
• It’s hard to trust Trip Advisor. Everyone is
so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?
• Website experience is easy and friendly!
• Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.
• Stressed that I’m about to leave the country
and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!
• I am feeling vulnerable to be in an unknown place in
the middle of the night.
• Stressed that the train won’t arrive on time for my
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
• Excited to share my vacation story with
my friends.
• A bit annoyed to be dealing with ticket refund
issues when I just got home.
View
maps
Arrange
travel
Blogs &
Travel sites
Plan with
interactive map
Review fares
Select pass(es)
Enter trips Confirm
itinerary
Delivery
options
Payment
options
Review &
confirm
Map itinerary
(finding pass)
Destination
pages
May call if
difficulties
occur
E-ticket Print
at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for
questions
Activities, unexpected changes
Change
plans
Check ticket
status
Print e-tickets
at home
web/
apps
Look up
timetables
Plan/
confirm
activities
Web
Share
photos
Share
experience
(reviews)
Request
refunds
Follow-up on refunds for booking changes
Share experience
Buy additional
tickets
Look up
time tables
Stakeholder interviews
Cognitive walkthroughs
Customer Experience Survey
Existing Rail Europe Documentation
Opportunities
Guiding Principles
Customer Journey
Information
sources
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.
Ongoing,
non-linear
Linear
process
Non-linear, but
time based
Communicate a clear value
proposition.
STAGE: Initial visit
Connect planning, shopping and
booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information
for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket
experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,
more savvy travelers.
STAGES: Global
Proactively help people deal
with change.
STAGES: Post-Booking, Traveling
Support people in creating their
own solutions.
STAGES: Global
Visualize the trip for planning
and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with
explicit purposes.
STAGES: Global
Communicate status clearly at
all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and
booking in Europe too.
STAGE: Traveling
Aggregate shipping with a
reasonable timeline.
STAGE: Booking
Help people get the help they
need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets
for refund
Get stamp
for refund

44. WRITE STORIES

45. ILLUSTRATE
STORIES

46. ACT OUT STORIES

47. SOCIALIZE STORIES

48. BUY ININSPIRATION
Stories are like putting wheels on a mountain.

49. Advice
Invest in storytelling.

50. Advice
Help others tell stories.

51. 4. It’s not about ideas.

52. TYPICAL
HUNDREDS
OF IDEAS

53. Given the right inputs, everyone can
come up with great ideas.

54. Ideas are sexy.
Execution? Not so
much. This is a
conundrum.
— Behance CEO Scott Belsky

55. VISION PLANNING EXECUTION
SERVICE DESIGN
DOESN’T STOP HERE.

56. Ideas are a dime a
dozen. People who
implement them are
priceless.
— Mary Kay Ash

57. You need to carry the vision through
planning and execution.

58. It’s hard!
But really, really, really, really,
really important.

59. Businesses love to chase squirrels.
ALIGN
TOWARD A
COMMON GOAL

60. Ideas tend to get lost along the way.
MANAGE
DELIVERY
OVER TIME

61. MOBILE APP MAIL PIECECUSTOMER SERVICE
ORCHESTRATE
EXECUTION
Features get executed in silos.

62. Advice
Align ideas.

63. Advice
Know the service design can be
a long, hard journey.

64. Advice
Create a team to sustain the
vision through planning and
execution.

65. 5. You can’t do this alone.

66. There is no black
box design in
service design.

67. Everyone can participate in the
design process.

68. DOCTORS
& NURSES

69. PROCESS
ENGINEERS &
EXECUTIVES

70. We can no longer work separately.
DESIGN BUSINESS

71. Advice
Bring customers, designers,
and the business together.

72. Advice
Create a common space to
work together and share ideas.

73. What’s next?

74. TELLING STORIES ORCHESTRATING
EXPERIENCES
FACILITATING DESIGN
Service design craft
CREATIVITY MANAGEMENTLEADERSHIP

75. Service Design Education
TOUCHPOINT
CUSTOMER
STAFF
PRODUCTS OPERATIONS STRUCTURE CULTURE
CUSTOMER
EXPERIENCE
BIZ & STAFF
EXPERIENCE
SX

76. Design-business hybrid
+

77. Programs, not projects
QUICK WIN
BIG WIN
SERVICE DESIGN IS
NOT ONE AND DONE

78. We shape our
buildings and
afterwards our
buildings shape us.
— Winston Churchill

79. We shape our services,
and our services shape us.

80. Design is about
making things exactly
as you want them.
— Bruce Mau

81. If you can design a service to be as
you would like it to be, what else
would you change in the world?

82. Thank you.
JAMIN HEGEMAN
DESIGN DIRECTOR
JAMIN@ADAPTIVEPATH.COM
@JAMIN | JAMIN.ORG