Using Service Blueprints to Create Holistic Multi-Channel Experience

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This workshop was presented at IxDA NYC local event on Wednesday, June 19, 2013 at AppNexus, http://ixda-nyc-june19-es2.eventbrite.com/

Using Service Blueprints to Create Holistic Multi-Channel Experiences
When working on multi-channel experiences that blend both digital and human-to-human interfaces, service blueprints allow interaction designers to look beyond the pixels and peer into the structures and systems of touchpoints that create the service experience.

The process of discovering, designing, and weaving these touchpoints together is the core work and deliverable of service designers. Service blueprints embody the foundational concepts of service design and are a fundamental tool for clarifying the interactions between customers, digital touchpoints, employees, and 'backstage' activities (everything the customer does not see).

During this 2.5 hour workshop, you will learn about the anatomy of services and how to use service blueprints in your design practice. You will create a service blueprint documenting an existing service encounter and identify new opportunities. Utilizing this blueprint, you will explore
ways of manipulating aspects of service delivery to eliminate pain-points, improve the experience, and create new process efficiencies.

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Using Service Blueprints to Create Holistic Multi-Channel Experience

  1. Using Service Blueprints to CreateHolistic Multi-Channel ExperiencesIzac Ross | June 19, 2013 | IxDA NYC
  2. @zaic
  3. Theory from the field | 10 minDetailed anatomy | 15 minBlueprints in Practice | 90 minWhen to use | 5 min
  4. Services...
  5. love...
  6. love...
  7. hate...
  8. Source: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database)Service companies thatbelieve they provide asuperior service proposition80%
  9. Source: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database)Service companies thatbelieve they provide asuperior service proposition80% Companies whosecustomers agree8%
  10. Source: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database)ServiceAnticipationGapService companies thatbelieve they provide asuperior service proposition80%
  11. ServiceAnticipationGap= opportunity
  12. interaction design vs service design
  13. interaction design + service design
  14. Chances are, you work for a service
  15. It’s not all digital
  16. Your B2B “product” is one of yourcustomer’s touchpoints
  17. Usability is dead, it’s about perform-ablity
  18. Business DesignService DesignIndustrial DesignInterior Design/ArchitectureGraphic Design Interaction DesignViabilityPerform-ablityFindablity/Usability
  19. Blueprints are fundamental
  20. They expose the corestructure of services
  21. Services are outcomes in whichcustomers do not take ownership ofphysical elements involved.
  22. Services are co-created by service usersand service employees.
  23. Your outcome and experience is likely tobe very different than mine.
  24. GIVETimeMoneySkilled laborGoodsInformationDataKnowledgeAestheticsExperiencesGETTimeMoneySkilled laborGoodsInformationDataKnowledgeAestheticsExperiences
  25. GIVETimeMoneySkilled laborGoodsInformationDataKnowledgeAestheticsExperiencesGETTimeMoneySkilled laborGoodsInformationDataKnowledgeAestheticsExperiences
  26. GIVETimeMoneySkilled laborGoodsInformationDataKnowledgeAestheticsExperiencesGETTimeMoneySkilled laborGoodsInformationDataKnowledgeAestheticsExperiences
  27. GIVETimeMoneySkilled laborGoodsInformationDataKnowledgeAestheticsExperiencesGETTimeMoneySkilled laborGoodsInformationDataKnowledgeAestheticsExperiences
  28. Exchanges occur through mediums...
  29. called Touchpoints
  30. Palette of 5 types touchpointsPeopleEmployees andother customersencountered while theservice is produced.PlaceThe physical space orthe virtual environmentthrough which theservice is delivered.PropThe objects andcollateral used toproduce theservice encounter.Forms, products,signage, etc.PartnerOther businesses orentities that help toproduce or enhancethe service encounter.ProcessWorkflows and ritualsthat are used toproduce the serviceencounter. Relates thepeople, place, props,and partners.
  31. FrontstageBackstagePartners
  32. Service CycleEntiseEnterExperienceExitExtendUseRetainOrientAttractEnticeDeveloped with Liz Burow
  33. Lynn Shostack, at Citibank, pioneered theconcept of service blueprinting back inthe 1980’s.
  34. Recently rediscovered by designers
  35. STEAL FRAMEWORKS from these people
  36. Blueprint example:Pharmacy drop-off and pickup
  37. PhysicalEvidenceCustomerActionSupportProcessesTimeMeasuresServiceEmployees(HHI)Digital &Devices(HCI)Line of InteractionLine of VisibilityLine of Internal InteractionBackstageaction
  38. PhysicalEvidenceCustomerActionSupportProcessesTimeMeasuresServiceEmployees(HHI)Digital &Devices(HCI)Line of InteractionLine of VisibilityLine of Internal InteractionBackstageactionQueues to pick upEnters pharmacyQueues andwaits to talk topharmacist/assistantVerifies thatpharmacist canfill script on time,with expected costAgrees on time topick upVerifies identityPays forprescription andother itemsRefill RequestWith prescriptionin hand, exits thepharmacy
  39. PhysicalEvidenceCustomerActionSupportProcessesTimeMeasuresServiceEmployees(HHI)Digital &Devices(HCI)Line of InteractionLine of VisibilityLine of Internal InteractionBackstageactionRetail locationSignageIn-store wayfindingLength of queueState ID if controlledsubstancePrescriptionScript binsCredit card terminalLoyalty cardPrescription bottleDrug info sheetBag, ReceiptPrescription bottlePrescription/ScriptInsurance CardState IDQueues to pick upEnters pharmacyQueues andwaits to talk topharmacist/assistantVerifies thatpharmacist canfill script on time,with expected costAgrees on time topick upVerifies identityPays forprescription andother itemsRefill RequestWith prescriptionin hand, exits thepharmacy
  40. PhysicalEvidenceCustomerActionSupportProcessesTimeMeasuresServiceEmployees(HHI)Digital &Devices(HCI)Line of InteractionLine of VisibilityLine of Internal InteractionBackstageactionRetail locationSignageIn-store wayfindingLength of queueState ID if controlledsubstancePrescriptionScript binsCredit card terminalLoyalty cardPrescription bottleDrug info sheetBag, ReceiptPrescription bottlePrescription/ScriptInsurance CardState IDQueues to pick upEnters pharmacyQueues andwaits to talk topharmacist/assistantVerifies thatpharmacist canfill script on time,with expected costAgrees on time topick upVerifies identityPays forprescription andother itemsRefill RequestWith prescriptionin hand, exits thepharmacyRetrieves filledprescription andscans the barcodeCollects script,insurance,and identifyinginformationProvides a timeframeAsks foridentifyinginformationPlacesprescription andreceipt in bag.Gives bag to thecustomer
  41. PhysicalEvidenceCustomerActionSupportProcessesTimeMeasuresServiceEmployees(HHI)Digital &Devices(HCI)Line of InteractionLine of VisibilityLine of Internal InteractionBackstageactionRetail locationSignageIn-store wayfindingLength of queueState ID if controlledsubstancePrescriptionScript binsCredit card terminalLoyalty cardPrescription bottleDrug info sheetBag, ReceiptPrescription bottlePrescription/ScriptInsurance CardState IDQueues to pick upEnters pharmacyQueues andwaits to talk topharmacist/assistantVerifies thatpharmacist canfill script on time,with expected costAgrees on time topick upVerifies identityPays forprescription andother itemsRefill RequestWith prescriptionin hand, exits thepharmacyRetrieves filledprescription andscans the barcodeCollects script,insurance,and identifyinginformationProvides a timeframeAsks foridentifyinginformationPlacesprescription andreceipt in bag.Gives bag to thecustomerCredit cardTerminal asks forpayment (see subprocess 1.4a)
  42. PhysicalEvidenceCustomerActionSupportProcessesTimeMeasuresServiceEmployees(HHI)Digital &Devices(HCI)Line of InteractionLine of VisibilityLine of Internal InteractionBackstageactionRetail locationSignageIn-store wayfindingLength of queueState ID if controlledsubstancePrescriptionScript binsCredit card terminalLoyalty cardPrescription bottleDrug info sheetBag, ReceiptPrescription bottlePrescription/ScriptInsurance CardState IDQueues to pick upEnters pharmacyQueues andwaits to talk topharmacist/assistantVerifies thatpharmacist canfill script on time,with expected costAgrees on time topick upVerifies identityPays forprescription andother itemsRefill RequestWith prescriptionin hand, exits thepharmacyRetrieves filledprescription andscans the barcodeCollects script,insurance,and identifyinginformationProvides a timeframeAsks foridentifyinginformationPlacesprescription andreceipt in bag.Gives bag to thecustomerCredit cardTerminal asks forpayment (see subprocess 1.4a)POSPOS: paymentApprovedPharmacist fillsprescriptionPlaces inappropriate binFulfillment QueueInventorymanagementsystemPOSPOS promptspharmacist to fillthe next script inqueueInternal inventorymanagementsystemAccounting system
  43. PhysicalEvidenceCustomerActionSupportProcessesTimeMeasuresServiceEmployees(HHI)Digital &Devices(HCI)Line of InteractionLine of VisibilityLine of Internal InteractionBackstageactionRetail locationSignageIn-store wayfindingLength of queueState ID if controlledsubstancePrescriptionScript binsCredit card terminalLoyalty cardPrescription bottleDrug info sheetBag, ReceiptPrescription bottlePrescription/ScriptInsurance CardState IDQueues to pick upEnters pharmacyQueues andwaits to talk topharmacist/assistantVerifies thatpharmacist canfill script on time,with expected costAgrees on time topick upVerifies identityPays forprescription andother itemsRefill RequestWith prescriptionin hand, exits thepharmacyRetrieves filledprescription andscans the barcodeCollects script,insurance,and identifyinginformationProvides a timeframeAsks foridentifyinginformationPlacesprescription andreceipt in bag.Gives bag to thecustomerCredit cardTerminal asks forpayment (see subprocess 1.4a)POSPOS: paymentApprovedPharmacist fillsprescriptionPlaces inappropriate binFulfillment QueueInventorymanagementsystemPOSPOS promptspharmacist to fillthe next script inqueueInternal inventorymanagementsystemAccounting systemDrug supplier Goods supplierPaymentprocessorInsuranceprovider paysbenefits portion ofscriptInsurancecompany15-45 days later
  44. PhysicalEvidenceCustomerActionSupportProcessesTimeMeasuresServiceEmployees(HHI)Digital &Devices(HCI)Line of InteractionLine of VisibilityLine of Internal InteractionBackstageaction5-45 minX day0-15 min 5-10 min25-90 days# of people in queueTime to front of queueDrug in stockPrice of drugLength of wait timefor pick up# of people in queueTime to front of queuePrescription is filledon-timeClear method ofrefill30 sec 0-15 min 0-15 min1-10 minRetail locationSignageIn-store wayfindingLength of queueState ID if controlledsubstancePrescriptionScript binsCredit card terminalLoyalty cardPrescription bottleDrug info sheetBag, ReceiptPrescription bottlePrescription/ScriptInsurance CardState IDQueues to pick upEnters pharmacyQueues andwaits to talk topharmacist/assistantVerifies thatpharmacist canfill script on time,with expected costAgrees on time topick upVerifies identityPays forprescription andother itemsRefill RequestWith prescriptionin hand, exits thepharmacyRetrieves filledprescription andscans the barcodeCollects script,insurance,and identifyinginformationProvides a timeframeAsks foridentifyinginformationPlacesprescription andreceipt in bag.Gives bag to thecustomerCredit cardTerminal asks forpayment (see subprocess 1.4a)POSPOS: paymentApprovedPharmacist fillsprescriptionPlaces inappropriate binFulfillment QueueInventorymanagementsystemPOSPOS promptspharmacist to fillthe next script inqueueInternal inventorymanagementsystemAccounting systemDrug supplier Goods supplierPaymentprocessorInsuranceprovider paysbenefits portion ofscriptInsurancecompany15-45 days later
  45. PhysicalEvidenceCustomerActionSupportProcessesTimeMeasuresServiceEmployees(HHI)Digital &Devices(HCI)Line of InteractionLine of VisibilityLine of Internal InteractionBackstageaction5-45 minX day0-15 min 5-10 min25-90 days# of people in queueTime to front of queueDrug in stockPrice of drugLength of wait timefor pick up# of people in queueTime to front of queuePrescription is filledon-timeClear method ofrefill30 sec 0-15 min 0-15 min1-10 minRetail locationSignageIn-store wayfindingLength of queueState ID if controlledsubstancePrescriptionScript binsCredit card terminalLoyalty cardPrescription bottleDrug info sheetBag, ReceiptPrescription bottlePrescription/ScriptInsurance CardState IDQueues to pick upEnters pharmacyQueues andwaits to talk topharmacist/assistantVerifies thatpharmacist canfill script on time,with expected costAgrees on time topick upVerifies identityPays forprescription andother itemsRefill RequestWith prescriptionin hand, exits thepharmacyRetrieves filledprescription andscans the barcodeCollects script,insurance,and identifyinginformationProvides a timeframeAsks foridentifyinginformationPlacesprescription andreceipt in bag.Gives bag to thecustomerCredit cardTerminal asks forpayment (see subprocess 1.4a)POSPOS: paymentApprovedPharmacist fillsprescriptionPlaces inappropriate binFulfillment QueueInventorymanagementsystemPOSPOS promptspharmacist to fillthe next script inqueueInternal inventorymanagementsystemAccounting systemDrug supplier Goods supplierPaymentprocessorInsuranceprovider paysbenefits portion ofscriptInsurancecompany15-45 days later
  46. PropsPlaceExperiences,Thinking, ActionsPeopleProcessProcessProcessPeoplePhysicalEvidenceCustomerActionSupportProcessesTimeMeasuresServiceEmployees(HHI)Digital &Devices(HCI)Line of InteractionLine of VisibilityLine of Internal InteractionBackstageactionPartnersProcessPeople
  47. is one person’s experiencethrough a single path
  48. blueprintshave altitude
  49. A few lessons from a long blueprint...
  50. PhysicalEvidenceCustomerActionSupportProcessesTimeQuality MeasuresServiceEmployees(HHI)Digital &Devices(HCI)Line of InteractionLine of VisibilityLine of Internal InteractionBackstageActionQues to pick upRetail LocationSignage0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days# of people in que,time of queIn stockPriceLength ofwait timeRate of pharmacist# of people in que,time of quepromised time isfull-filledConsultations areofferedClear method ofrefillIn store way findingLength of queState ID if controlledsubstancePrescriptionScript binsCredit card terminalLoyalty cardPrescriptionStore bagPerscription bottlePrescription/ScriptInsurance CardState IDEnters pharmacyQues andwaits to talk topharmacist/assistantVerifies thatpharmacist can fillit on time/on costAgrees on time tofill/pick upVerifies identityRetrieves filledprescription andscans the barcodePOSPOS: paymentApprovedPays forprescriptionRequests RefillExits thePharmacyPharmacist fillsprescriptiondrug supplier goods supplierPaymentprocessorBenefitsprovider pays forremainder scriptcostPlaces inappropriate binCollects script,Insurance,and identifyinginformation.Provides a timeframeFulfillment QueInventorymanagementsystemPOSPOS promptspharmacist to fillthe next script inqueInternal inventorymanagementsystemAccounting systemInsurancecompanyAsks identifyinginformation andinsurancePlacesprescription andreceipt in bag.Gives bag to thecustomer
  51. PhysicalEvidenceCustomerActionSupportProcessesTimeQuality MeasuresServiceEmployees(HHI)Digital &Devices(HCI)Line of InteractionLine of VisibilityLine of Internal InteractionBackstageActionQues to pick upRetail LocationSignage0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days# of people in que,time of queIn stockPriceLength ofwait timeRate of pharmacist# of people in que,time of quepromised time isfull-filledConsultations areofferedClear method ofrefillIn store way findingLength of queState ID if controlledsubstancePrescriptionScript binsCredit card terminalLoyalty cardPrescriptionStore bagPerscription bottlePrescription/ScriptInsurance CardState IDEnters pharmacyQues andwaits to talk topharmacist/assistantVerifies thatpharmacist can fillit on time/on costAgrees on time tofill/pick upVerifies identityRetrieves filledprescription andscans the barcodePOSPOS: paymentApprovedPays forprescriptionRequests RefillExits thePharmacyPharmacist fillsprescriptiondrug supplier goods supplierPaymentprocessorBenefitsprovider pays forremainder scriptcostPlaces inappropriate binCollects script,Insurance,and identifyinginformation.Provides a timeframeFulfillment QueInventorymanagementsystemPOSPOS promptspharmacist to fillthe next script inqueInternal inventorymanagementsystemAccounting systemInsurancecompanyAsks identifyinginformation andinsurancePlacesprescription andreceipt in bag.Gives bag to thecustomervertical line crossing =value exchange
  52. PhysicalEvidenceCustomerActionSupportProcessesTimeQuality MeasuresServiceEmployees(HHI)Digital &Devices(HCI)Line of InteractionLine of VisibilityLine of Internal InteractionBackstageActionQues to pick upRetail LocationSignage0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days# of people in que,time of queIn stockPriceLength ofwait timeRate of pharmacist# of people in que,time of quepromised time isfull-filledConsultations areofferedClear method ofrefillIn store way findingLength of queState ID if controlledsubstancePrescriptionScript binsCredit card terminalLoyalty cardPrescriptionStore bagPerscription bottlePrescription/ScriptInsurance CardState IDEnters pharmacyQues andwaits to talk topharmacist/assistantVerifies thatpharmacist can fillit on time/on costAgrees on time tofill/pick upVerifies identityRetrieves filledprescription andscans the barcodePOSPOS: paymentApprovedPays forprescriptionRequests RefillExits thePharmacyPharmacist fillsprescriptiondrug supplier goods supplierPaymentprocessorBenefitsprovider pays forremainder scriptcostPlaces inappropriate binCollects script,Insurance,and identifyinginformation.Provides a timeframeFulfillment QueInventorymanagementsystemPOSPOS promptspharmacist to fillthe next script inqueInternal inventorymanagementsystemAccounting systemInsurancecompanyAsks identifyinginformation andinsurancePlacesprescription andreceipt in bag.Gives bag to thecustomer
  53. PhysicalEvidenceCustomerActionSupportProcessesTimeQuality MeasuresServiceEmployees(HHI)Digital &Devices(HCI)Line of InteractionLine of VisibilityLine of Internal InteractionBackstageActionQues to pick upRetail LocationSignage0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days# of people in que,time of queIn stockPriceLength ofwait timeRate of pharmacist# of people in que,time of quepromised time isfull-filledConsultations areofferedClear method ofrefillIn store way findingLength of queState ID if controlledsubstancePrescriptionScript binsCredit card terminalLoyalty cardPrescriptionStore bagPerscription bottlePrescription/ScriptInsurance CardState IDEnters pharmacyQues andwaits to talk topharmacist/assistantVerifies thatpharmacist can fillit on time/on costAgrees on time tofill/pick upVerifies identityRetrieves filledprescription andscans the barcodePOSPOS: paymentApprovedPays forprescriptionRequests RefillExits thePharmacyPharmacist fillsprescriptiondrug supplier goods supplierPaymentprocessorBenefitsprovider pays forremainder scriptcostPlaces inappropriate binCollects script,Insurance,and identifyinginformation.Provides a timeframeFulfillment QueInventorymanagementsystemPOSPOS promptspharmacist to fillthe next script inqueInternal inventorymanagementsystemAccounting systemInsurancecompanyAsks identifyinginformation andinsurancePlacesprescription andreceipt in bag.Gives bag to thecustomerArrow direction =controldependency
  54. PhysicalEvidenceCustomerActionSupportProcessesTimeQuality MeasuresServiceEmployees(HHI)Digital &Devices(HCI)Line of InteractionLine of VisibilityLine of Internal InteractionBackstageActionQues to pick upRetail LocationSignage0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days# of people in que,time of queIn stockPriceLength ofwait timeRate of pharmacist# of people in que,time of quepromised time isfull-filledConsultations areofferedClear method ofrefillIn store way findingLength of queState ID if controlledsubstancePrescriptionScript binsCredit card terminalLoyalty cardPrescriptionStore bagPerscription bottlePrescription/ScriptInsurance CardState IDEnters pharmacyQues andwaits to talk topharmacist/assistantVerifies thatpharmacist can fillit on time/on costAgrees on time tofill/pick upVerifies identityRetrieves filledprescription andscans the barcodePOSPOS: paymentApprovedPays forprescriptionRequests RefillExits thePharmacyPharmacist fillsprescriptiondrug supplier goods supplierPaymentprocessorBenefitsprovider pays forremainder scriptcostPlaces inappropriate binCollects script,Insurance,and identifyinginformation.Provides a timeframeFulfillment QueInventorymanagementsystemPOSPOS promptspharmacist to fillthe next script inqueInternal inventorymanagementsystemAccounting systemInsurancecompanyAsks identifyinginformation andinsurancePlacesprescription andreceipt in bag.Gives bag to thecustomer
  55. PhysicalEvidenceCustomerActionSupportProcessesTimeQuality MeasuresServiceEmployees(HHI)Digital &Devices(HCI)Line of InteractionLine of VisibilityLine of Internal InteractionBackstageActionQues to pick upRetail LocationSignage0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days# of people in que,time of queIn stockPriceLength ofwait timeRate of pharmacist# of people in que,time of quepromised time isfull-filledConsultations areofferedClear method ofrefillIn store way findingLength of queState ID if controlledsubstancePrescriptionScript binsCredit card terminalLoyalty cardPrescriptionStore bagPerscription bottlePrescription/ScriptInsurance CardState IDEnters pharmacyQues andwaits to talk topharmacist/assistantVerifies thatpharmacist can fillit on time/on costAgrees on time tofill/pick upVerifies identityRetrieves filledprescription andscans the barcodePOSPOS: paymentApprovedPays forprescriptionRequests RefillExits thePharmacyPharmacist fillsprescriptiondrug supplier goods supplierPaymentprocessorBenefitsprovider pays forremainder scriptcostPlaces inappropriate binCollects script,Insurance,and identifyinginformation.Provides a timeframeFulfillment QueInventorymanagementsystemPOSPOS promptspharmacist to fillthe next script inqueInternal inventorymanagementsystemAccounting systemInsurancecompanyAsks identifyinginformation andinsurancePlacesprescription andreceipt in bag.Gives bag to thecustomerDouble arrow indicatesagreement must bereached to moveprocess forward
  56. PhysicalEvidenceCustomerActionSupportProcessesTimeQuality MeasuresServiceEmployees(HHI)Digital &Devices(HCI)Line of InteractionLine of VisibilityLine of Internal InteractionBackstageActionQues to pick upRetail LocationSignage0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days# of people in que,time of queIn stockPriceLength ofwait timeRate of pharmacist# of people in que,time of quepromised time isfull-filledConsultations areofferedClear method ofrefillIn store way findingLength of queState ID if controlledsubstancePrescriptionScript binsCredit card terminalLoyalty cardPrescriptionStore bagPerscription bottlePrescription/ScriptInsurance CardState IDEnters pharmacyQues andwaits to talk topharmacist/assistantVerifies thatpharmacist can fillit on time/on costAgrees on time tofill/pick upVerifies identityRetrieves filledprescription andscans the barcodePOSPOS: paymentApprovedPays forprescriptionRequests RefillExits thePharmacyPharmacist fillsprescriptiondrug supplier goods supplierPaymentprocessorBenefitsprovider pays forremainder scriptcostPlaces inappropriate binCollects script,Insurance,and identifyinginformation.Provides a timeframeFulfillment QueInventorymanagementsystemPOSPOS promptspharmacist to fillthe next script inqueInternal inventorymanagementsystemAccounting systemInsurancecompanyAsks identifyinginformation andinsurancePlacesprescription andreceipt in bag.Gives bag to thecustomer
  57. Shostack, G. Lynne. "Designing Services that Deliver", Harvard Business Review, vol. 62, no. 1 January - February 1984, pp. 133–139.
  58. Map & redesigning a dry cleaners
  59. Activity 1: Collect15 min
  60. 4 perspectives of service design research- Service usersFrontstage employees/touchpointsBackstage employees/touchpoints& partnersBusiness stakeholders
  61. In your groups...
  62. In your groups...Pick one person tointerview as a user ofthe service
  63. In your groups...Pick one person tointerview as a user ofthe servicePick one person torepresent the frontstageand backstage
  64. In your groups...Pick an interviewer
  65. In your groups...Pick an interviewerTake copious notes Take copious notes
  66. go...
  67. Stop
  68. How did that go?
  69. Activity 2:Blueprint the current20 min
  70. PhysicalEvidenceCustomerActionPartnersTimeMeasuresServiceEmployees(HHI)Digital &Devices(HCI)Line of InteractionLine of VisibilityLine of Internal InteractionBackstageactionQues to pick upRetail LocationSignage0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days# of people in que,time of queIn stockPriceLength ofwait timeRate of pharmacist# of people in que,time of quepromised time isfull-filledConsultations areofferedClear method ofrefillIn store way findingLength of queState ID if controlledsubstancePrescriptionScript binsCredit card terminalLoyalty cardPrescriptionStore bagPerscription bottlePrescription/ScriptInsurance CardState IDEnters pharmacyQues andwaits to talk topharmacist/assistantVerifies thatpharmacist can fillit on time/on costAgrees on time tofill/pick upVerifies identityRetrieves filledprescription andscans the barcodePOSPOS: paymentApprovedPays forprescriptionRequests RefillExits thePharmacyPharmacist fillsprescriptiondrug supplier goods supplierPaymentprocessorBenefitsprovider pays forremainder scriptcostPlaces inappropriate binCollects script,Insurance,and identifyinginformation.Provides a timeframeFulfillment QueInventorymanagementsystemPOSPOS promptspharmacist to fillthe next script inqueInternal inventorymanagementsystemAccounting systemInsurancecompanyAsks identifyinginformation andinsurancePlacesprescription andreceipt in bag.Gives bag to thecustomer
  71. PhysicalEvidenceCustomerActionPartnersTimeMeasuresServiceEmployees(HHI)Digital &Devices(HCI)Line of InteractionLine of VisibilityLine of Internal InteractionBackstageactionQues to pick upRetail LocationSignage0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days# of people in que,time of queIn stockPriceLength ofwait timeRate of pharmacist# of people in que,time of quepromised time isfull-filledConsultations areofferedClear method ofrefillIn store way findingLength of queState ID if controlledsubstancePrescriptionScript binsCredit card terminalLoyalty cardPrescriptionStore bagPerscription bottlePrescription/ScriptInsurance CardState IDEnters pharmacyQues andwaits to talk topharmacist/assistantVerifies thatpharmacist can fillit on time/on costAgrees on time tofill/pick upVerifies identityRetrieves filledprescription andscans the barcodePOSPOS: paymentApprovedPays forprescriptionRequests RefillExits thePharmacyPharmacist fillsprescriptiondrug supplier goods supplierPaymentprocessorBenefitsprovider pays forremainder scriptcostPlaces inappropriate binCollects script,Insurance,and identifyinginformation.Provides a timeframeFulfillment QueInventorymanagementsystemPOSPOS promptspharmacist to fillthe next script inqueInternal inventorymanagementsystemAccounting systemInsurancecompanyAsks identifyinginformation andinsurancePlacesprescription andreceipt in bag.Gives bag to thecustomer1
  72. PhysicalEvidenceCustomerActionPartnersTimeMeasuresServiceEmployees(HHI)Digital &Devices(HCI)Line of InteractionLine of VisibilityLine of Internal InteractionBackstageactionQues to pick upRetail LocationSignage0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days# of people in que,time of queIn stockPriceLength ofwait timeRate of pharmacist# of people in que,time of quepromised time isfull-filledConsultations areofferedClear method ofrefillIn store way findingLength of queState ID if controlledsubstancePrescriptionScript binsCredit card terminalLoyalty cardPrescriptionStore bagPerscription bottlePrescription/ScriptInsurance CardState IDEnters pharmacyQues andwaits to talk topharmacist/assistantVerifies thatpharmacist can fillit on time/on costAgrees on time tofill/pick upVerifies identityRetrieves filledprescription andscans the barcodePOSPOS: paymentApprovedPays forprescriptionRequests RefillExits thePharmacyPharmacist fillsprescriptiondrug supplier goods supplierPaymentprocessorBenefitsprovider pays forremainder scriptcostPlaces inappropriate binCollects script,Insurance,and identifyinginformation.Provides a timeframeFulfillment QueInventorymanagementsystemPOSPOS promptspharmacist to fillthe next script inqueInternal inventorymanagementsystemAccounting systemInsurancecompanyAsks identifyinginformation andinsurancePlacesprescription andreceipt in bag.Gives bag to thecustomer21
  73. PhysicalEvidenceCustomerActionPartnersTimeMeasuresServiceEmployees(HHI)Digital &Devices(HCI)Line of InteractionLine of VisibilityLine of Internal InteractionBackstageactionQues to pick upRetail LocationSignage0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days# of people in que,time of queIn stockPriceLength ofwait timeRate of pharmacist# of people in que,time of quepromised time isfull-filledConsultations areofferedClear method ofrefillIn store way findingLength of queState ID if controlledsubstancePrescriptionScript binsCredit card terminalLoyalty cardPrescriptionStore bagPerscription bottlePrescription/ScriptInsurance CardState IDEnters pharmacyQues andwaits to talk topharmacist/assistantVerifies thatpharmacist can fillit on time/on costAgrees on time tofill/pick upVerifies identityRetrieves filledprescription andscans the barcodePOSPOS: paymentApprovedPays forprescriptionRequests RefillExits thePharmacyPharmacist fillsprescriptiondrug supplier goods supplierPaymentprocessorBenefitsprovider pays forremainder scriptcostPlaces inappropriate binCollects script,Insurance,and identifyinginformation.Provides a timeframeFulfillment QueInventorymanagementsystemPOSPOS promptspharmacist to fillthe next script inqueInternal inventorymanagementsystemAccounting systemInsurancecompanyAsks identifyinginformation andinsurancePlacesprescription andreceipt in bag.Gives bag to thecustomer2- 31
  74. PhysicalEvidenceCustomerActionPartnersTimeMeasuresServiceEmployees(HHI)Digital &Devices(HCI)Line of InteractionLine of VisibilityLine of Internal InteractionBackstageactionQues to pick upRetail LocationSignage0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days# of people in que,time of queIn stockPriceLength ofwait timeRate of pharmacist# of people in que,time of quepromised time isfull-filledConsultations areofferedClear method ofrefillIn store way findingLength of queState ID if controlledsubstancePrescriptionScript binsCredit card terminalLoyalty cardPrescriptionStore bagPerscription bottlePrescription/ScriptInsurance CardState IDEnters pharmacyQues andwaits to talk topharmacist/assistantVerifies thatpharmacist can fillit on time/on costAgrees on time tofill/pick upVerifies identityRetrieves filledprescription andscans the barcodePOSPOS: paymentApprovedPays forprescriptionRequests RefillExits thePharmacyPharmacist fillsprescriptiondrug supplier goods supplierPaymentprocessorBenefitsprovider pays forremainder scriptcostPlaces inappropriate binCollects script,Insurance,and identifyinginformation.Provides a timeframeFulfillment QueInventorymanagementsystemPOSPOS promptspharmacist to fillthe next script inqueInternal inventorymanagementsystemAccounting systemInsurancecompanyAsks identifyinginformation andinsurancePlacesprescription andreceipt in bag.Gives bag to thecustomer2- 31v4
  75. go...
  76. Stop
  77. Spend 5 minutes marking the flowingPainpointsMust fix, areas of complaint,drop off points, potentialfailuresFinancialopportunitiesSave money, charge more,additional services, etc.FeedbackloopsPlaces to measureservice qualityServicestrengthsAspects that should bemaintained
  78. go...
  79. Stop
  80. Activity 3:Re-design!20 min
  81. Your dry cleaner has hired you becausehe has a few service issues and he knowsyou are an awesome service designer...
  82. Locations Services Hours Equipment capacity usedWillamsburgLaundry matDrop off dry cleaningWash and fold8 am - 10 pm 35% useDowntown BrooklynDry CleaningAlteration8 am - 6 pm 30% useUnion SquareDry CleaningAlteration8 am - 6 pm 40% useMurry HillLaundry matDrop off dry cleaningWash and fold8 am - 10 pm 20% use4 other stores in Brooklyn and Manhattan
  83. He wants to get more business per store but:- stores are out of space- customers don’t pick up on time- he has trouble acquiring customersoutside of a 3 block radius of each store- 85% customers return rate
  84. A few things to consider when using serviceblueprints for ideation:- large time gaps between customeractions are always opportunities- movings activities up or down a lane canprovide huge innovation opportunities- removing extraneous steps or props cansimplify for customers
  85. go...
  86. Stop
  87. Activity 4: Pitch5 min each
  88. When to use this technique...
  89. http://www.dubberly.com/articles/designing_for_service.html
  90. http://www.dubberly.com/articles/designing_for_service.htmlBP
  91. http://www.dubberly.com/articles/designing_for_service.htmlBP BP
  92. http://www.dubberly.com/articles/designing_for_service.htmlBP BP BP
  93. you are designing services with a mix ofdigital and non-digital touchpoints.A good tool when...
  94. your clients have lost track of how theservice gets produced.A good tool when...
  95. many IT systems, people, props, andpartners are involved in creating anoutcome.A good tool when...
  96. seeking to formalize high-touch servicesinto lower touch forms.A good tool when...
  97. Andy Polaine - Blueprint +http://www.slideshare.net/apolaine/blueprint-developing-a-tool-for-service-design
  98. Socialize them...
  99. your blueprint
  100. Don’t stop with the blueprint
  101. One of many tools...
  102. ServiceCustomerUserSystemTouchpointBlueprintMapJourneyEcoystemMatrixSource: Chris Risdon
  103. Enact...
  104. Remember we are designers...
  105. We have hands... go build...
  106. @zaic | @momentdesign
  107. Download materials & handouts

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