Lean Service Design Thinking (eng)

Lean Service Design Thinking
+ social media?
Grzegorz
mogilewski 
iconaris
05
09
15

We create successful digital products
serving as a new sources of revenue
or alternative to conventional advertising

> 100 000
users
> 650 000
gathered recipes
8 month
on open market
Personal Digital Cookbook for
all interesting recipes found in the Internet.  
On any computer, tablet or smartphone

William Gibson
The future is already here,
it is just unevenly distributed.

insight solution success!
1 2 3

insight
1
Confirmation bias: The tendency to search for, interpret,
focus on and remember information in a way that
confirms one's preconceptions.

insight
1
Observer-expectancy effect: When a researcher
expects a given result and therefore unconsciously
manipulates an experiment or misinterprets data in order
to find it (see also subject-expectancy effect).

insight
1
Choice-supportive bias: The tendency to remember
one's choices as better than they actually were.

insight
1
Choice-supportive bias: The tendency to remember
one's choices as better than they actually were.
The uniformity effect: Use too similar sources of
information

insight
1
„Listen up troop. We’re going  
on a treasure hunt.”

insight
1
Experience Design / Service Design / User Journey Design

insight
1
source: http://copio.us/work/cd-baby/

insight
1
convenience
preference
access
cost
POINTS OF PAIN
BARRIERTO EXPERIENCE
Because the first touchpoint is about
a different application process the
need for a POA ID is not prominent.
This causes real pain and frustration
when it’s discovered because instead
of one process the customer has to
do two. See
Annoyed that a whole new process
will take more time to complete, in
addition to the time it takes for them
to get their information together.
Makes a real dent in view of Agency:
“It’s just red tape and I need that
money!” When they know they’re on
track could leverage:
High stress due to importance of
papers not often referenced/used.
Cost incurred for photocopying,
additional cost may be due to accessing
photocopy facilities. See
Not knowing exactly what will happen
throughout causes anxiety. See
Not knowing when POA ID will be
received has potential financial impact
and stress on customer. Could result
in calls seeking reassurance and reso-
lution. See
POINTS OF DELIGHT
OPPORTUNITYTO SUPPORT
EXPERIENCE
To ensure the right education info is
available identify application touch-
points as well as popular blogs (and
similar) that provide proactive advice
and situation-contextual information.
To make it easier to decide on best
location provide list of Verifiers in
Agency site with link to google maps.
Provide in-store visuals or pamphlets
to describe process while people wait.
For those who urgently need the ID
and don’t realise until they’re in line
this could help pre-educate them and
relieve some anxiety before they get
to the counter.
Consider making the ‘urgency’ process
the actual process. If we can do this in
24 hours and it costs $12 what is the
cost of calls we deal with when people
ring to find out status.
Could consider removing customer
cost of photocopying and subsidising
ApprovedVerifiers to provide the
service. Goodwill cost to Agency is
minimal, but stress relief and real cost
saving to customer - after all it’s use
that says it should be in paper form.
Experience Trigger
• Need money (e.g. benefit, study
entitlement)
• Want to save money (e.g. banking)
• Earning money (e.g. job)
Customer Experience Map: Getting ‘proof of age’ identification prove eligibility for entitlements (current state)
This Customer Experience Map is a graphical representation of the service journey of a customer getting a ‘proof of age’ identification card (POA ID).This is the (fictitious, but based on a real government service) scenario where a person with no traditional proof of age (e.g. drivers licence,
passport) needs to prove their eligibility in respect of age.The ‘Agency’ provides a POA ID card so people can use it in lieu of other forms of age proof. This map shows the customer perspective from the beginning, middle and end as they engage our Agency and other services and channels
to achieve their goal. It shows the range of tangible and quantitative interactions, triggers and touchpoints, as well as the intangible and qualitative motivations, frustrations and meanings that we can leverage, change, improve during the solutioning work for the change initiative.
Customer Type
Neville Never-Done
• Tends to be younger or inexpe-
rienced in terms of finances or
dealing with institutions.
Circumstances
• Doing process for someone else
• Doing process for first time
Biggest Pain
• Never dealt with regulatory agency
before.Some fear of process and
ability to achieve outcome easily.
Expectation
• “Please let this be easy”
Sally Starting-Something-New
• Has had experience with institutions.
• Has a clear goal,understands process
but is frustrated by inefficiencies or
pressure on her.
Circumstances
• Starting something new
• New to this type of process
Biggest Pain
• Doesn’t appreciate bureaucracy and
red-tape, especially if it looks like it
could be easier.
Expectation
• “This should be straightforward so
I trust I can’t get it wrong”
DISCOVER INVESTIGATE PREPARE APPLY WAIT USE
Activity/InteractionsTouchpoints
• agency.com
• Bank sites
• Plunket.com
• study.com
• tertiary institution sites
• benefits.com
• agency.com
• Bank sites
• Plunket.com
• study.com
• tertiary institution sites
• benefits.com
• agency.com
• gpbs.com
• dop.com
• LTAA.com
• PostOffice.com
• agency.com
• GP and Post sites
• POA001
• New employment forms
• Grant Application
• Bank enrolment form
• POA126 • Evidence of ID + copies docs • Letter
• Proof of Age ID card
• Proof of Age ID card
• Agency counter
• Agency call centre / IVR
• Call Centre for above sites
• Agency call centre
• Call centre for above
• Call centre for Post, GP
• Agency call centre
• Call centre for above
• Call centre for Post, GP
“OK, now what?!
How do I
complete this?”
“I know what I need
to do - now I need
to get all the stuff
together and apply”
Mel Edwards : July 2012
“First things first -
What financial help
can I get?”
“I know what I need to
do - now I need to apply/
open the account”
“I’m having a baby!”
“I’m starting to manage
my finances!”
“I want to study!”
“I think I know
what to do”
“What can
I do for financial
support?”
“I hope I’ve got the
right information
because I’m ready”
“I really need that
ID, I’ll have to call them
for a progress update”
“Great! Now I can
finish my process that
triggered this whole
thing!”“Excited! Bit anxious,
bit nervous”
Emotion/Intensity
“This is like a whole extra
process! What does that
mean for what I’m already
trying to do?”
“I know what I need
and I’m doing my
best to get it all
together”
Map Key
Point of Pain (doesn’t work)
Point of Delight (works well)
Opportunity
Time Spent (positive)
Time Taken (negative)
P1
D1
O1
Service Elements
Time
P1
P2
P5
P.4
P.6
“It takes days to get all the
stuff together, come into the
counter and I still won’t get
the ID for 10 to 14 working
days!? This is ridiculous!”
Transition point:
Ask friends and family
Contact
third-party -
plunket, budget
advice, Seek,
Sorted
Contact
institution or
regulatory body -
Employer,Govt,
Bank
Go to
agency.com
for info, forms
Visit a branch
to get advice,
forms
Call to get
advice, forms
to be sent
“Now I have to
do something else
in order to finish
my process?!”
D.
1
O.
1
O.
2
O.
3
O.
4
O.
5
P.3
O.
1
O.
4
O.
3
O.
4
O.
5
O.
1
O.
3
D.
2
“CRAP! I need
POA ID!”
Get /
Receive
POA001 form
Receive in mail
wallet-sized POA ID
and letter
[ApprovedVerifier checks original and copy,
and confirms identity of customer using
evidence of identity document]
NB: Urgency process
available - cost $12,
receive verbal ID within
24 hours. Criteria: job
already started, missing
out on Baby Benefit
Gather required documentation
Identify ‘best’ ApprovedVerifier
(Post Office or GP Building Society)
depending on assessment of:
Locate It
(Already have the
information)
Seek It
(Need to access it
from original source)
Make copies Wait in line Reach counter
At a shop, library
(cost associated)
At a home
At work
Stop
Consider other
financial options
Continue
“Hmm, all
day parking
or do I catch
the bus?”
“It’s a pain
getting up the
escalator with
the pram”
“What am
I doing that
day - will I
be in town?”
“Now what?
Will I get my ID
now? What should I
get back?”
“There’s a lot
to do to apply
for support”
P1
P.1
“But I do wonder
how not yet having this
POA ID effects my current
benefits / my study
application?”
Transition point:
Check application, required
documentation: copies and originals
Transition point:
Paperwork complete, circumstance
and time is available to ‘apply’
“I hate going
to the Post
Office -
such long
lines”
If evidence incorrect
application process
ceases until require-
ments satisfied
If evidence accepted
POA ID provided “10
- 14 working days
of us receiving the
application form”
Understand enough to progress,
POA001 form is accessible
Wait 10 - 14 working days.
May call to follow-up on
progress
O.
1
P.2
P.6
P.3
P.4
P.4
P.5
O.
1
O.
1
O.
3
O.
2
O.
2
O.
4
O.
5
Use identity credentials
to complete original application
process that triggered the POA
ID process application
P.6
D.
1

insight
1
Exploration
1
Gaining a clear understanding of
the situation from the perspective
of current and potential consumers
is critical for the success

insight solution success!!
1 2 3

solution
2
Confirmation bias: The tendency to search for, interpret, focus on
and remember information in a way that confirms one's
preconceptions.

solution
2
The effect of denial: The tendency to verify critical information
that contradict the current belief, while the uncritical acceptance of
information that confirm it.
preconceptions.

solution
2
Focusing illusion: is a cognitive bias that occurs when people place
too much importance on one aspect of an event, causing an error in
accurately predicting the utility of a future outcome.
preconceptions.

Focusing illusion: is a cognitive bias that occurs when people place
too much importance on one aspect of an event, causing an error in
accurately predicting the utility of a future outcome.
Neglect of probability: is the tendency to disregard probability
when making a decision under uncertainty and is one simple way in
which people regularly violate the normative rules for decision
making.
solution
2
preconceptions.

75% new companies, products,
services as well as advertising
campaigns fails
solution
2

Thomas Edison, 1880s
“The phonograph has no
commercial value at all.”
solution
2

The president of the Michigan
Savings Bank advising Henry Ford's
lawyer not to invest in the Ford
Motor Co., 1903.
"The horse is here to stay
but the automobile is
only a novelty—a fad."
solution
2

"Television won't last
because people will soon
get tired of staring at a
plywood box every
night."
Darryl Zanuck, movie producer, 20th
Century Fox, 1946.
solution
2

"The world potential
market for copying
machines is 5000 at
most."
IBM, to the eventual founders of
Xerox, saying the photocopier had
no market large enough to justify
production, 1959
After releasing the first plain paper photocopier in 1959, Xerox
had revenues in $60 million in 1961, and by 1965 it reached
revenues of over $500 million. In 2010, the photocopy giant
made $21.6 billion in revenue.
solution
2

"There is no reason for
any individual to have a
computer in his home."
Ken Olson, president, chairman and
founder of Digital Equipment
Corporation (DEC), in a talk given to
a 1977 World Future Society
meeting in Boston
solution
2

"Next Christmas the iPod
will be dead, finished,
gone, kaput."
Sir Alan Sugar, 101st richest person
in the UK. 2005.
solution
2

"Apple's iPhone is the most
expensive phone in the world and
it doesn't appeal to business
customers because it doesn't have
a keyboard which makes it not a
very good e-mail machine…"
Steve Ballmer, Microsoft’s CEO, 2007
solution
2

success!
3
Business Model
Product
Communication Strategy
Realisation

It always takes longer
than you expect, even
when you take into
account Hofstadter's Law
Hofstadter's Law

success!
3
Genius is one
percent inspiration
and 99 percent of
perspiration
2
Thomas Edison

success!
3
hopeless
weak
good enough
very good
perfect
outstanding
-1
1
5
10
15
20
lack
weak
bad
very good
great
outstanding
Idea Realisation
1 $
1 000 $
10 000 $
100 000 $
1 000 000 $
10 000 000 $
Result
x =
idea: Derek Sivers / https://sivers.org

success!
3
Research Realisation Launch Ads Result
? ?

Creation
One of the most important functions
of "service design thinking" approach
is not to avoid failure, but rather an
exploration of so many "failures" as
possible
2
success!
3

success!
3
I have not failed.
I’ve just found
10,000 ways that
won’t work
2
Thomas Edison

success!
3
Prototyping
The critical thing is to prototyping
in circumstances so close to
reality as possible
3

success!
3
Essential
features
Result
Conclusion Evaluation
Implementation
The PlanHhypothesis
MVP

success!
3
No tests
No feedback
MVP MVP MVP
No tests No tests
No feedback No feedback

g@iconaris.com
@gmogilewski
linkedin.com/in/mogilewski
Grzegorz
mogilewski 
iconaris
05
09
15

Lean Service Design Thinking (eng)

Recomendados

Recomendados

Más contenido relacionado

Destacado

Destacado (8)

Similar a Lean Service Design Thinking (eng)

Similar a Lean Service Design Thinking (eng) (20)

Último

Último (20)

Lean Service Design Thinking (eng)