Service Blueprints Presentation v1.1

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Service blueprints as an indispensable step toward successful digital services. A tool to orchestrate touchpoints and stakeholders. Presented at The Web and Beyond, Amsterdam 2012.

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Service Blueprints Presentation v1.1

  1. 1. Service blueprintsOnmisbare schakel voor een succesvolle digitaledienstverleningSusanne van MulkenThe Web and Beyond26 september 20121
  2. 2. 2
  3. 3. Inhoud• Uitdagingen voor ux-designers• Wat zijn service blueprints?• Hoe werken ze in de praktijk? - Leerpunten Informaat - Hoe verder3
  4. 4. Ux-ontwerp wordt steeds leuker!uitdagender!4
  5. 5. “Altijd en overal”Bedrijven willen dat hun producten enservices altijd en overal beschikbaar zijn• Door digitale self-service touchpoints• Via meerdere apparaten• Over meerdere kanalen5
  6. 6. Bestaandeprocessen zijn te complexvoor self- service
  7. 7. Digitaletoekomst is Website multi- channel & Mobiele cross- app channel Call centre Reparateur
  8. 8. Meerdere apparaten, meerdere contextenhttp://www.flickr.com/photos/yagankiely/5270761918/
  9. 9. ManagementSteeds Marketing meerstake- Businessholders Legal IT
  10. 10. Steeds meer afhankelijk van back end systemen
  11. 11. Uitdagingen van digitale self-service• Bestaande processen herontwerpen vanuit self-service perspectief• Coherentie in multi-channel dienstverlening• Naadloze samenwerking tussen touchpoints• Steeds meer stakeholders op één lijn krijgen• Grotere afhankelijkheid van informatie uit back-end systemen
  12. 12. Screens page 1A- Idle screen A1 - Login screen A1.1 - Home B - Control menu tree (Lv. 1 - collapsed) B - Control menu tree (Lv. 1 - expanded) Back Exit 8 Mockups <Project name> 1 Heating 1 Heating <Project build/Software version> Local controller login 50 2 Cooling 1.1 Boiler A 25 75 Recently used 2 0 100 3 Sunscreens 1.2 Boiler B Login: 1 Find by number Control 4 Lighting One 1.3 <Menu item> Password: 1 3 2 5 Lighting Two 1.4 <Menu item> Start 6 Lighting Three 1.5 <Menu item> Q W E R T Y U I O P 7 Meeting room "Green" 2 Cooling Setup Alarms A S D F G H J K L 5 Soft keyboard area 4 5 8 Meeting room "Purple" 3 Sunscreens Login 2 Z X C V B N M ? 1 . . 4 Lighting One . .?123 space return 5 Lighting Two Help Touchscreen settngs 6 Lighting Three Login Clear 6 7 4 3 7 Meeting room "Green"1. Login button 1. Login IDs 1. Control button (See the page "menu navigation pattern" for (See the page "menu navigation pattern" for Goes to Login screen. (Login functionality is Optional: 1) Locally-stored login IDs are Goes to custom built control menu tree. detailed comments) detailed comments) optional on the local controller.) displayed in a drop-down list or 2) IDs are not Depending on login authorization users get stored, a regular text input area for login name. different views e.g. by installation part or room.2. Background image Optional. (Becomes more relevant in case 2. Password entry field 2. Recently used button touchscreen in placed outside the instalation Tapping in this field brings up a modal soft Shows a modal panel with the five most- cabinet such as a meeting room or hotel room) keyboard to enter password. recently-used menu tree items, allowing direct navigation to them. 3. Clear button Resets Login and Password form elements to 3. Find by number button default value. Allows direct navigation to a specific menu tree item by numeric input. 4. Login button Validates login and password combination, and 4. Setup button if successful goes to Home screen. Goes to the default Setup menu. This menu is structured based on the physical installation 5. Soft keyboard structure as used by the installer. This keyboard only appears on screen when the user taps the password field. Clicking 5. Alarms indicator return hides it again. Shows the most urgent status of alarms that have not been viewed or suppressed. With for example orange and red color . 6. Help button Goes to Help main screen. 7. Touchscreen settings button 8. Exit button Goes to Touchscreen setup screen. (Under this Logs current user out of system and goes to button is functionality such as language Idle screen. selection, display and sound settings, etc) 7/9OmniGraffle | Wireframe Template AnnekeL Modified on 23/06/2009 LocalGUI-TCX-V2.1.graffle Wireframes Style guides Sitemaps Typografie Frutiger LightCondensed Behoefte aan orkestratie Frutiger Condensed Frutiger BoldCondensed Vertelfont Regular Service blueprint Vertelfont Bold ? Storyboards Personas HiFi Prototypes 12
  13. 13. Wat zijn serviceblueprints?13
  14. 14. Diensten - vóór de schermen en achter de schermen Physical evidence Physical Front stage Customer evidence employee actionsfront stage actions Backstagebackstage employee actions Support processes (& IT) 14
  15. 15. Restaurant service (voorbeeld)Physical Website Restaurant Kleding Interieur Menu-kaart Menu-kaart Tafel Rekening gevel ober aankledingevidenceCustomer Online Jas Plaats Menukaart Eten & Arriveren Bestellen Wachten Betalenactions reserveren afgeven nemen bestuderen drinken Line of external interactionFront stage Welkom heten, Rekening Menukaart Bestelling Maaltijdemployee jas aannemen, naar tafel leiden toelichten opnemen uitserveren brengen en toelichtenactions Line of visibilityBackstage Reservering Tafel als Bestelling Jassen naar Rekeningemployee maken voor garderobe ‘bezet’ doorgeven prepareren klant registreren aan keukenactions Line of internal interactionSupport Maaltijd bereiden Reserverin Reserverin Kassa Kassaprocesses gsysteem Garderobe gsysteem bijwerken systeem(& IT) 15 Voorraad bijwerken
  16. 16. In de praktijk bijInformaat16
  17. 17. Hoe zien we de service blueprint bij Informaat?1. Schakel tussen service design en touchpoint design2. Kern van een interactief ux-design platform17
  18. 18. 1. Schakel tussen service design en touchpoint designService design Touchpoint design Service blueprint Service Ecosystem Customer Journey Service Essentials Storyboard Persona Hi-fi prototype18
  19. 19. Service blueprints - Diverse vormen 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 service evidence problem with Lotus Lotus Notes Ticket number Notes Mail and Mail and Calendar syncing Calendar syncing works customer steps DIAL NAVIGATE PRE-RECORDED MENU TALK TO AGENT WAIT FOLLOW AGENT’S STEPS TO SOLVE PROBLEM PROBLEM HANG UP? SOLVED 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 what is a ticket number? 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 finally, the agent is back he’s talking really fast he’s apologizing for soft- ware malfunction - is this the same problem i was just having? or should i be worrying about something else? he solved the problem! Twitter Experience line of of visibility area visibility Physical Tweet Blog Post Comment Form Tweet Twitter Profile DM button on Twitter URL on Twitter profile Evidence Profile representative service User 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. Actions Confirm that the Ask customer to write down the ticket number. number. redirect call. Apologize for software problem they’re having. Lotus Notes Mail and Calendar the customer is getting. Clicks on link customer’s problem Reads blog post Email this ticket number to the customer. Comments on post @Replies to Tweet Follows on Twitter DMs over Twitter Visits Website script malfunction. syncing on database. is solved. Redirect call after customer inputs a Thank customer for calling IBM HELP. choice. Ask if they are on or Ask if the customer off site. has any other problems. provider’s steps Line of Interaction backstage WAIT FOR CALL DIRECT CALL TO PROPER DEPT. INTRODUCTION GET PROBLEM FIND SOLUTION TO PROBLEM WALK CUSTOMER THROUGH PROBLEM SOLUTION CONCLUDE GIVE TICKET NUMBER Onstage Contact Post to Twitter Publish blog post Responds to comment Respond to @Reply Analyze followers Respond to DM Analyze web logs Person application backstage processes P P P P P P P P P P P P P P support Line of Visibility implementation account executives product executives (BTO) operational executives (SO) Backstage Review, edit, & Review, edit, & Review, edit, & Review, edit, & Contact approve blog post approve comment approve responce approve responce reply Person Line of Internal Interaction Support CoTweet ExpressionEngine ExpressionEngine CoTweet Metricly CoTweet Metricly & Google Processes Analytics
  20. 20. Service blueprints bij Informaat Blueprint: Sales support20
  21. 21. Ans is in de buurt Ans vraagt advies Haar nieuwe polis is klaarAnsTouchpointsFront stageservicesBackstageservices 21
  22. 22. PREVENTIE AANVRAAG B 18 jaar Zelf werk/ opleiding Werkgesprek gevonden met AD of RIBvoor de WajogerGebeurtenissen Sociaal Begeleiding 16 jaar: 17,5 jaar Nakijken Aanvragen medisch en Samen met AD Terugkoppeling (gedeeltelijke) (evt rondom stage) Eerste Terugkoppeling participatieplan wajong arbeidskundig Opstellen beslissing krijgen Uitkering Informatie Adviesgesprek beoordeling en goedkeuren raadplegen onderzoek participatieplan ontvangen op school 18 jaar krijgen laten doen Geen werk kunnen vinden plaatsings naar eig gesprek kunnen potentiele brieven sch werkgever netwerk Contact leggen en on- Voorlichtng Wajonger toegwezen Kennis nemen van Werkgesprek Signaal naar SMZ Kennis nemen van (optioneel) Over- Op zoek naar derhouden met Pre- geven aan pre- krijgen. SMO en oordeel leiden dat participatieplan beslissing SMZ dragen aan reinte- goede match ventief netwerk wajongers gereed is gratie bedrijf (VSO’s, instellingen.)Arbeids Deskundige Taken van de Uitwerken par- Contact opnemen In kaart brengen - SMZ verzoeken om ticipatieplan met potentiele werk- potentiele inst- Wajonger vastleg- een beoordeling gevers room gen. SMZ voorzien van Participatieplan op- Begeleiding sollici- bekende gegevens sturen naar Wa- taties vanuit het netwerk in jonger de pre-wajong fase. NIEUWE WAJONG Hoe deze kaart in te vullen: Help mee het proces te verbeteren 22
  23. 23. Service blueprint 1 2 3 Service blueprint"Virtual route" Claims "Virtual route" ClaimsClaims service blueprint.graffle Mon Sep 10 2012 More or less Expertise lookup (postcode lookup of contractors); generic provisions to Policy coverage check: quick check to see if one of support the your policies are applicable decision to claim or not: Generic BM calculator: easily readable tool from which to read what happens to BM under what conditions Phase Damage occurs Claim information Determine approach Report claim User activity General Online claim information Select product Website (website) E-mail Online R3+ R3+ SMS Generic BM calculator Expertise lookup R3+ Channel Policy coverage check (Cust. dom.) choice? Offline No No Offline General Claim Offline Damage Pursue Yes Yes Consider Determine costs affects Yes Continue Yes Claim via CCC claim information not Review policy coverage Stop occurs claim? premium/ for self-settlement claim? (policy, brochure) claiming? BMI? No No Claim via third- Damage not party repairer Stop claimed Other channel Mobile phone System activity GetPropositionData GetNetworkContractors GetPolicies System SAP SAP 23
  24. 24. Wat werkt goed Schade melden (voorbeeld) • Helikopterblik op je dienstverlening MarketingComm / Mobiele Mobiele Physical Mobiele Productontwikkeling Website • Alle relevante touchpoints app app app evidence • Visueel, eenvoudige taal Customer Marketing / Foto’s Schade- UX Schade Schade • Alle stakeholders aan boord actions proces opvragen nemen van schade aan- details melden melden • Vergemakkelijkt reality checks en Front stage feasibility checks (employee) Proces Gegevens Gegevens actions HR uitleggen opnemen opnemen Operations Backstage Dossier (employee) aanmaken actions Support processes IT ERP Klantbeeld & IT24
  25. 25. Leerpunten• Sommige swim lanes minder relevant Service blueprint / FBTO.nu - Je verzekeren - Nieuwe klanten - Online Versie: Ccncept v. 0.5 Kan deze premieberekening op Autotrader plaats vinden qua BDS, Pagina 1 van 5 Service blueprint / FBTO.nu - Je v Phase Ontdek Speedtrap en Look&feel? Oriënteer• Snel groot en complex Lees tip over FBTO Klant akkoord Nee Lees tip over FBTO, klik User actions Ga naar FBTO homepage ? deeplink naar site Beantwoord relevante vragen Lees suggestie Lee Kies thema/event Dit is mogelijk een aantal dekkingen tegelijk User interface voor FBTO website wordt gevormd Ja o.b.v. Customer Portal (CP)• Belangrijke aspecten van digitale, X Partner sites X X X X Touchpoints Sociale netwerken FBTO.nl Partner sites Partnered widgets Fora FBTO.nl Sociale netwerken FBTO website FBTO.nl Partner sites multi-channel services Google Partnered widgets Banners op andere sites Sociale netwerken Partnered widgets Line of interaction A onderbelicht Source heeft Front stage actions Nee profieldata? Deeplink naar dialoog op site To Geef suggestie(s) incl Geef samenvatting van argumentatie(s) Ja antwoorden weer Toon themas en events Nee Bied mogelijkheid / Vraag Stel relevante vragen toestemming klant voor t.a.v. thema/event Klant ophalen gegevens akkoord? A Line of visibility Ja Bep Voorinvullen bekende Sla bezoek aan de site op Back stage actions gegevens obv intentie, b in cookie A: Optioneel kan de klant source, profiel etc Bepaal aanbod / H via deze weg ook zijn suggestie incl premie (antwoorden) F profielgegevens uit het sociaal netwerk op laten Haal profiel gegevens Haal relevante vragen op halen op uit sociaal netwerk o.b.v. intentie Sla antwoorden op in profiel sessie variabele intentie komt van thema/ event/metadata bij banner, SAP RTOM? of van bep. proces dat klant SAP PM Line of internal interaction Waar zijn de vragen die kiest (bijv auto premie FZB FLS gesteld moeten worden om berekenen) etc. de suggesties te bepalen processes & systems opgeslagen? Is dit ook in RTOM of elders? Supporting BRE (SAP RTOM?) Service blueprint25

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