Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences

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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.

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Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences

  1. 1. Neck Down DesigningService Design + Body StormingLiz Burow & Izac Ross | April 13, 2013
  2. 2. @burlix @zaicSpace Strategist Experience Designer HLW Moment
  3. 3. AGENDAGetting to know each other 10 minService design theory 15 minBody-storming theory 15 minToday’s design challenge 10 minNeck down designing 60 minReflecting 20 min
  4. 4. Services...
  5. 5. AHA...
  6. 6. AHA...
  7. 7. Meh...
  8. 8. 80% Service companies that believe they provide a superior service propositionSource: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database)
  9. 9. 80% Service companies that 8% Companies whose customers agree believe they provide a superior service propositionSource: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database)
  10. 10. Service Anticipation 80% Service companies that Gap believe they provide a superior service propositionSource: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database)
  11. 11. Chances are, you work for a service
  12. 12. It’s not all digital
  13. 13. Your B2B “product” is one of yourcustomer’s touchpoints
  14. 14. What are services?
  15. 15. Services are outcomes in whichcustomers do not take Text ownership ofphysical elements involved.
  16. 16. Services are co-created by service usersand service employees.
  17. 17. More than just the user Service customers Service users Frontstage employees Backstage employees Partner employees
  18. 18. Your outcome and experience is likely to bevery different than mine.
  19. 19. GIVE GETTime TimeMoney MoneySkilled labor Skilled laborGoods GoodsInformation InformationData DataKnowledge KnowledgeAesthetics AestheticsExperiences Experiences
  20. 20. GIVE GETTime TimeMoney MoneySkilled labor Skilled laborGoods GoodsInformation InformationData DataKnowledge KnowledgeAesthetics AestheticsExperiences Experiences
  21. 21. GIVE GETTime TimeMoney MoneySkilled labor Skilled laborGoods GoodsInformation InformationData DataKnowledge KnowledgeAesthetics AestheticsExperiences Experiences
  22. 22. Exchanges occur through mediums...
  23. 23. called Touchpoints
  24. 24. The 5 P’sPeople Place Prop Partner ProcessEmployees and The physical space or The objects and Other businesses or Workflows and ritualsother customers the virtual environment collateral used to entities that help to that are used toencountered while the through which the produce the produce or enhance produce the serviceservice is produced. service is delivered. service encounter. the service encounter. encounter. Relates the Forms, products, people, place, props, signage, etc. and partners.
  25. 25. Front stageBackstagePartners
  26. 26. Enter Ori en act t trEntiseEntice At Experience Service Cycle Use Re t ain Extend Exit
  27. 27. Enter Ori t en ac t trEntiseEntice At Service Cycle Use
  28. 28. Re t ain Extend ExitProfitable customersare those that return
  29. 29. Re t ain Extend ExitThese moments can bemeh or amazing
  30. 30. Service Design...
  31. 31. User centered
  32. 32. Controller Boxes Mint.com Green-E ! AT A DIRECT I L LD YB PARTNERS ER G COM PR EN OV Carbon Offset DE MIS I DE providers I OV S SI O PR DA TA NS Federal & Government REGULATE ENERGY MIX/CARBON ALLOWANCES TO CE Local Utilities RT $ BUI ! IF S E LL Smart Grid IC LD Policy AT $ IO N IN HOUSE OF S Renewable NCE PR SELL OWA energy ALL ENTITIES OD SE BON certificate UC CAR $ LL / providers MIX TS RGY TE E NE L ULA SEL REG $ Home Owners SELL Peek with renewable Renewable Energy State Power Energy Brokerage SEGovernment Resources Certificates LL ! Federal peek Government DU CT S $ Renewable Electricity O LIC Y ! O EP SEL PR Providers N GY MI ER ER L N T IE SE DE IF RT D CE AN EM D TE LA GU RE $ ISOs Green-E RE DETE PAY R GU MINE SEL LAT POLI E $ CY DE FO State MA LE Local Utilities ND RE Government XC ! NE ES ! RG SE Y NE Y RG Personal PV System E DATA Installation TELLIT PROVIDE SA N PROVIDE ECO MORTGAGE SECURITIES $ IO AT TIFIC Fannie & Bing Maps FU ER NG UILD NT S& C RI CI ND IN G& $ Freddie May TO B IE P IN SIONS CL & CE MIS ON NT COM SI IVE IS S CO M M $ TECH DATA OEM for Solar Panel PORT S EL Controller AND SUP Department of INSTALL Dealer/ Boxes & in Energy LE Installers Solar Panel Home Energy OEMS NE Monitoring RG ! T touchpoints AC Y TR DE N CO TE CONTRA MIR Credit Bureaus NE ABO CT UT SU EEM Auditors BS OF ID EC IZE O S LO CO AN NS S U Contractors for ME Local Utilities Home Efficiency RC OS T Holistic $ Cash Sources Congress ! Threats to Peek Local and State Government !
  33. 33. Co-creative
  34. 34. Sequential
  35. 35. Evidenced
  36. 36. Body-storming
  37. 37. Body-storming issimply brainstorming
  38. 38. Done with the body
  39. 39. Figuring it out bytrying it out
  40. 40. Usablity is dead, it’s about perform-ablity
  41. 41. Refine closer to context
  42. 42. Define the how
  43. 43. Get the awkward out early
  44. 44. Define the service language
  45. 45. Core rules of body-storming
  46. 46. SAFE ZONE
  47. 47. SAFE ZONE SHOWING, NOT TELLING
  48. 48. SAFE ZONEYES, AND... SHOWING, NOT TELLING
  49. 49. Don’t be literal SAFE ZONEYES, AND... SHOWING, NOT TELLING
  50. 50. TRY MANY, NOT ONE Don’t be literal SAFE ZONE YES, AND... SHOWING, NOT TELLING
  51. 51. Some mechanics
  52. 52. STORY + CHARACTERS EMBRACE CONTEXT F.O.H/B.O.HBOOM wow wow BOOM REHEARSE, REHASH, RECORD
  53. 53. Redesigning a Dry Cleaners
  54. 54. Note taking:- Take notes on the 5 E’s and 5 P’s- Listen for pain points
  55. 55. Alex |Abby
  56. 56. Alex
  57. 57. Get going:- Break into groups- Grab a prob bag- Download your videos
  58. 58. 1 & 2 you 3 & 4 youhave Alex! have Abby! izac.me/alex.mov izac.me/abby.mov
  59. 59. Identify service pain-points- pick top 3- write them down
  60. 60. Identify people and props:- choose your actors- label your actors
  61. 61. Identify backend and unseen:- choose your actors- label your actors
  62. 62. Storm 1:The existing senario
  63. 63. go
  64. 64. Stop
  65. 65. Storm 2:Tweaking
  66. 66. go
  67. 67. Stop
  68. 68. Storm 3:The backstage & partners
  69. 69. go
  70. 70. Stop
  71. 71. Reflection
  72. 72. What did you learn?
  73. 73. t From
  74. 74. Keep refining...
  75. 75. Add evidence and test
  76. 76. `
  77. 77. Appendix
  78. 78. Common Service Design Tool: PRE DURING POST PROFILE + MOTIVATIONS: EXPECTATIONS: GOALS: NAME: LIMITATIONS: - DEMOGRAPHICS: NEEDS: GAPS: BENEFITS: AHA!: PERSONA JOURNEY MAPPING STORYTELLING PROFILES F.O.H. B.O.H. SERVICE EXPERIENCE BLUEPRINTING PROTOTYPING
  79. 79. Traditional Blueprint
  80. 80. # of people in queue Drug in stock Length of wait time # of people in queue Prescription is filled Clear method ofMeasures Time to front of queue Price of drug for pick up Time to front of queue on-time refill 5-45 min 25-90 days 5-10 min 30 sec 0-15 min 1-10 min 0-15 min 0-15 minTime X day Credit card terminal State ID if controlled Prescription/Script Loyalty cardPhysical Retail location In-store wayfinding Insurance Card substance Prescription bottle Prescription bottle Signage Length of queue PrescriptionEvidence State ID Script bins Drug info sheet Bag, ReceiptCustomer Queues and waits to talk to Verifies that pharmacist can Agrees on time to Pays for With prescription Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill RequestAction pharmacist/ fill script on time, pick up other items pharmacy assistant with expected costLine of InteractionService Collects script, insurance, Provides a time Asks for Retrieves filled Places prescription and identifying prescription andEmployees and identifying frame information scans the barcode receipt in bag. information Gives bag to the(HHI) customerDigital & Credit card Terminal asks forDevices payment (see sub(HCI) process 1.4a)Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin ApprovedBackstageaction Inventory POS prompts Internal inventory pharmacist to fill management Fulfillment Queue management the next script in system system 15-45 days later queue Line of Internal Interaction Insurance Payment Insurance Drug supplier Goods supplierSupport company processor provider pays benefits portion ofProcesses script
  81. 81. Frameworks
  82. 82. A activityE environmentI interactionO objectsU users

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