1. Service
Experiences
EXPLORED THROUGH PRODUCT TOUCHPOINTS

2. Who am I?
Allen J Cochran
Service & Interaction Designer
CURRENT PREVIOUS
MFA Candidate Junior Design Researcher
OSU Department of Design SonicRim
President Contracter
Graduate Student Body Frame360
User Experience Designer BFA
OSU Office of Tech Comercialization & Knowledge Transfer University of Cincinnati, College of DAAP

3. Agenda
1. Some boring but essential definitions...
2. Designing for successful service systems
3. Today’s activity!
4. Critique
5. Q&A

4. What are
products?

5. What are products? 5
Intangible Tangible Abstract
Sweet website dude!
© Copyright, Allen J Cochran, 2012, All Rights Reserved

6. What are
services?

7. What are services? 7
Intangible Tangible Abstract
Sweet website dude!
© Copyright, Allen J Cochran, 2012, All Rights Reserved

8. The Service Triangle 8
Service Provider Customers/Users
This provider could be These users could be an
public or private, an individual, household,
individual or an producer, private body,
organization. public body, collective
unit, a nation, etc...
1. Relationship formed
rovider tomers
Cus
from Brand Experience
ceP Service Relations and
/
vi
Us
Interactions
Ser
ers
1
3. Meta Design
3 2 2. Design
Intervention of CGS on Intervention of Delegates,
the Service Medium Stakeholders & Constituents
on Service Medium. This is
a form of ownership of the
Delegates, Stakeholders &
Constituents on the
Service Medium
Se
m
Ex rvic e M e diu
pe e
rie n c e C y cl
The Reality to be Goods, materials, coded
transformed or operated information, or individuals
on by the Provider and or organizations for certain
for the sake of the Users dimensions.
© Copyright, Allen J Cochran, 2012, All Rights Reserved

9. What are
experiences?

10. Experience Cycle 10
1 Conn
ec
ate t&
oc A
dv
ttr
A
5 1
ac
t
Compelling
5 2
d & Retain
Reverberating Orienting
2
O
4 3
rien
n
xte
t
Generating Embedding
E
4
Inter
act 3
1. Connect & Attract 2. Orient 3. Interact 4. Extend & Retain 5. Advocate
The initial connection with a The overview or preview of The completion of valuable The person comes back for The person actively commu-
person to make an effective what’s available or possible, or valued activities while more as their expectations nicates his/her satisfaction
and affective impression allowing exploration and delighting the senses and are raised -- at the same to others.
supporting the early stages establishing expectations time a significant level of
of learning about the overall content of loyalty and leverageable
the encounters relationships are achieved
© Copyright, Allen J Cochran, 2012, All Rights Reserved Adapted from Shelley Evansen & Hugh Dubberly

11. How do they
come together?
PRODUCTS + SERVICES + EXPERIENCES = ?

12. Adapted Sunflower Exercise 12
2. Middle 3
Value Proposition What is your core competancy? 2
1
1. Center
Product What are you selling?
3. Petals
Touchpoints Where do consumers experience your product?
4. Stem
4
Drivers What are your motivations behind the product?
© Copyright, Allen J Cochran, 2012, All Rights Reserved Adapted from Rob Ryan’s Sunflower Exercise

13. Customer Journey Exercise 13
PRE-SERVICE SERVICE POST-SERVICE
How do consumers hear about How do consumers interact with How do consumers continue to use
your product? your product? your product?
HINT HINT HINT
Explain your value proposition Expose your touchpoints to consumers Tell them about core competencies
What are consumers’ expectations of What are the experiences consumers What is the satisfaction your
your product? have with your product? consumers’ have?
© Copyright, Allen J Cochran, 2012, All Rights Reserved

14. Sooooooooo,
what’s the activity?

15. We’re going to
create our own
companies.

16. The Tools 16
Sunflower Customer Journies Rapid Prototyping
© Copyright, Allen J Cochran, 2012, All Rights Reserved

17. The Problem 17
Students are leaving campus less
well than they arrived on campus.
How can we create products
that encourage wellness
among students?
© Copyright, Allen J Cochran, 2012, All Rights Reserved