Service Design Making
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Service Design is gaining popularity in the United States as a better approach to defining and orchestrating service experiences. While having much in common with user experience, service design in practice requires new ways of thinking and new methods of making. It also requires embracing both the complexity of service experiences and the organizations that deliver them. This workshop is designed to get more user experience practitioners familiar with some of the methods of service design. Our session will focus on several lo-fi making approaches–acting, sketching, storytelling, and blueprinting–that can be used to iteratively conceptualize new service experiences. The session will be fast-paced and iterative. You'll learn concepts and approaches that only can prepare you to tackle service experience problems, but can easily be applied to any project involving multiple touchpoints or channels. You'll be thrown in the service design deep end, but the water's warm (I promise).
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Service Design Making
- 1. Service Design Making Patrick Quattlebaum | @ptquattlebaum 5 Sept 2013 @ Blend Conference, Charlotte, NC
- 2. Patrick Quattlebaum Managing Director | @ptquattlebaum
- 3. Tracey Varnell Lead Experience Designer And!
- 14. WAVES source: http://dublinlibrary.files.wordpress.com/2010/08/make-waves-art-entry-007-n-khandel.jpg
- 15. STUFF
- 16. STUFF
- 23. SERVICE STORY
- 24. A date with my wife...
- 25. ... at a nice restaurant ...
- 27. Dirty Unreliable Pressure to use cash Not special source: http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
- 29. source: http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg Expensive Book in Advance Book in Blocks of Time Two Payment Steps
- 31. Open App View Availability Book Car
- 32. Open App View Availability Book Car
- 33. Watch Progress Get Alerts
- 35. Pay for Service Provide Feedback
- 38. Waiting
- 39. Four Hour Block Trip Trip Trip Trip
- 40. Driver Passenger Friendly Service Nice Cars Easy Payment Constant Feedback Reasonable Price Just in Time More Flexibility Streamlined Process Feedback Loop Fill Gaps in Schedule Bigger Market More Control
- 44. COMPLEX
- 45. OMNI CHANNEL
- 47. 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
- 48. MANY TOUCHPOINTS
- 53. REAL TIME
- 54. image
- 55. image
- 56. FRONT STAGE
- 57. BACK STAGE
- 58. Service design applies design methods and craft to the definition and orchestration of service experiences.
- 59. Service design examines the operations, culture, and structure of an organization for impact on service experience.
- 60. Service Stories
- 61. STORYTELLING
- 62. The universe is made of stories, not atoms. Muriel Rukeyser
- 63. Why tell stories? Create a common understanding Inspire and incite action Communicate the truth Prototype the future
- 64. Human minds yield helplessly to the suction of story. Jonathan Gottschall
- 65. Vehicles for stories Personas and scenarios Acting and improvisation Audio and video Storyboards and comics
- 66. source: The Art of the Storyboard STORYBOARDS
- 67. source: The Art of the Storyboard
- 68. source: The Art of the Storyboard
- 69. “Storyboards have to explain to every department exactly what is demanded of them.” - Jan de Bont
- 72. SKT © 2010 adaptive path He keeps up with his beloved New York Mets, even though he lives in Denver, on his way home from work. When he gets home, he transfers the game from his phone to the TV. 22
- 73. JUST THE FACTS
- 74. Building blocks Key moments and interactions Emotions and thoughts Context! Time
- 76. TODAY’S CASE
- 77. The Exploratorium source: Edward Blake
- 84. The Explainers source: The Exploratorium
- 86. The Experience of Experiments
- 89. Tailored Outings
- 92. Pre-visit At Exploratorium Post-visit
- 93. WHAT IF...
- 94. 20MINUTES
- 95. Service Storming
- 97. Service encounters: Happen in real-time at a specific time and place Are subject to human emotion and variability May be mediated or augmented with other touchpoints Are rarely an end point; they bridge to other touchpoints
- 99. Service storming uses voice, physicality, and staging to quickly prototype and refine service encounters.
- 100. PLAY
- 102. Why Service Storming? CO-CREATE Include staff, customers, others ITERATIVE Make, feedback, learn, make again REAL-TIME Simulate real-time services encounters MALLEABLE Change roles, constraints, channels
- 104. TROUBLE SPOT LOW POINT HIGH POINT ADAPTIVE PATH'S GUIDE TO EXPERIENCE MAPPING Twitter Teaser Email Website Guide
- 105. Variations Communicate and explore service experience insights Early generative brainstorming Evolution and refinement of service stories Detailed design of customer-staff interactions
- 107. Warm Up! GROUP STOP
- 108. Instructions Everyone in your group start moving. As you move, make noise! A funny sound or phrase. At any point, you may choose to freeze in place. When you notice someone freeze, you freeze, too. When everyone has frozen, do it again.
- 109. 5MINUTES
- 110. LET’S STORM
- 111. Instructions Building off Exercise 1, evolve your service stories. Create a three-scene story with a beginning, middle, & end. Your story should span at least two journey stages. It should include multiple channels and touchpoints. And it must include an interaction between people.
- 112. Remember! Key moments and interactions Emotions and thoughts Context! Time
- 113. 20MINUTES
- 114. Service Blueprints
- 115. Experience
- 116. Process Experience
- 117. Services are process & experience based. From Service Blueprinting: A Practical Technique for Service Innovation
- 118. Borrowed from Brandon Schauer
- 119. Service blueprinting helps designers engage operations to go from vision to reality.
- 120. 134 Harvard Business Review January-February 1984 Exhibit I StarKlard execution time 2 minutes Total acceptable execution time 5 minutes Blueprint for a comer shoeshine Brush shoes Faciiitating services and products Une of vialblllty Not seen by customer but necessary to perfonnance Select and purchase supplies There are several reasons for the lack of analytical service systems designs. Services are unusual in that they have impact, but no form. Like light, they can't he physically stored or possessed and their consumption Good and lasting service management requires much more. Better service design provides the key to market success, and more important, to growth. The operations side of service manage- m
- 121. Photo by Joe Mabel, http://upload.wikimedia.org/wikipedia/commons/thumb/a/a7/San_Francisco_-_Famous_Wayne's_shoeshine_02.jpg Nothing nonverbally communicates "megaballer" like sitting on a throne in the Financial District and having the sh#$ shined out of your shoes in front of everybody. - Kevin L., Yelper
- 124. PATIENT ACTIONS PHYSICAL EVIDENCE ONSTAGE CONTACT PERSON BACKSTAGE CONTACT PERSON Debbie’s Chart Cart Records/ Database System Bin System Check Vitals & Ask Quest Place in Kassam Bin Meet Dr. Kassam Kassam Gets Quick Review Take Away Chart Process & Check-out Records/ Database System Dictation Chart Storage System Door Tag System See Other Patients SUPPORT PROCESSES Sign In Front Desk Waiting Room Front Desk Front Desk Hallway Exam Room MRI & Chart Exam Room MRI & Chart Door Tag Waiting Room Check-out Room Waiting Room Line of Interaction Line of Visibility Responds Follow to Exam Rm Answer Questions Ask Questions Return Door Tag Check-out, Pay, & Leave Check-in Welcome Get Patient Chart See Other Patients Process See Other Patients Brings Door Tag Back Call Patient Grab Door Tag Escort to Exam Rm Chart in To Be Seen Bin Write Rm # on Schedule See Other Patients Grab Chart from Bin Chart Taken by Staff Check Patient Location Check Patient Location Schedule System Service Blueprint of Presby Neuro Clinic ? ? ? ? ? Line of Internal Interaction ? ? ? Wait Wait Wait in Exam Rm Wait Wait Work by CMU students: Melissa Cliver, Jamin Hegeman, Kipum Lee, Leanne Libert, Kara Tennant
- 125. Customer Actions Touchpoints Staff Actions Back Stage Staff Support Processes Time Line of Visibility Blueprint Building Blocks Borrowed from Jamin Hegeman
- 126. Example 114 Customer orders a hamburger Dinner menu Server records order on Notepad Order system Customer waits Server enters order into system Server checks on customer Chef receives order and makes burger Customer asks for water Status Conversation Hamburger ingredients Server delivers hamburger Chef delivers hamburger to server Customer receivers order Hamburger Notepad Line of Visibility
- 127. Iteration 115 100100 Customer orders a hamburger Dinner menu Server records order on iPad Order system iPad app Hamburger ingredients Customer waits Server checks on customer Chef receives order and makes burger Status Conversation Server delivers hamburger Chef delivers hamburger to server Customer receivers order Hamburger Customer asks for water Line of Visibility
- 129. Prototype of the future experience Provides low fidelity version of the service experience: great for ideation Visualizes vision of the service experience Strategic tool for project planning Helps see where and how existing and future ideas fit with the envisioned experience Customer experience vision + operational tool Helps design and engineering speak the same language Benefits of Service Blueprinting Borrowed from Jamin Hegeman
- 131. BLUEPRINT!
- 132. Instructions Synthesize your work to settle on a service experience. Map out the customer journey and front stage interactions. Then, map the backstage. People, processes, technologies. Iterate!
- 133. 25MINUTES
- 134. IN SUMMARY
- 140. WAVES source: http://dublinlibrary.files.wordpress.com/2010/08/make-waves-art-entry-007-n-khandel.jpg
- 142. Patrick T Quattlebaum | @ptquattlebaum Thanks!