SlideShare una empresa de Scribd logo
1 de 124
Descargar para leer sin conexión
Erik Flowers – @Erik_UX
January 21, 2016 - O’Reilly Design Conference
Demystifying
Service Design
#OReillyDesign
#IntuitDesign
#DesignForDelight
Design.
Service.
Design.Service.
Design.Service
Product & Service
The lines between hardware,
software, and services are
blurred or are disappearing.



–TimCook,CEO,Apple
BloombergBusiness9/14
Designing
for Service
What does it mean to serve?
Perform, provide.
Facilitate, enable, assist.
Over a period time.
Customer Benefit
End-to-end experiences that
are frictionless, cohesive, and
designed from the customer
point of view.
Organization Benefit
Improving our underlying
support structures, employee
experiences, and end-to-end
understanding.
Designing for Service
The practical application of
design to ensure successful
delivery of the customer &
organizational benefits.
Setting
the Stage
Backstage
Front Stage - Visible to Customer
Channels, products, actors, touchpoints,
interfaces, interactions, conversations…
Back Stage - Not Visible to Customer
Processes, policies, actors, systems,
technology, infrastructures…
…not visible, but felt.
Behind the Scenes
Guiding principles, internal constraints,
regulations, legal requirements,
organizational structures, business culture…
Backstage
Frontstage
Our Behind the Scenes
Customer’s Behind the Scenes
You don’t have to be a
“service provider” to
design for service.
To serve is human &
service is being human.
A Human
Experience
Deconstructing
the Stage
Touchpoint
A point of interaction
between the customer
and the service.
Ecosystem
The touchpoints
that are available
for a customer to
experience.
Channels
The mediums in
which touchpoint
interactions take
place.
Customers design their
experience each and every time.
We only set the stage in service
of the customer’s journey.
We act in service of the
customer’s needs.
Designing for service is how we
ensure successful delivery.
Let’s Get Practical
We serve the self employed and
small business owners of the world.
The Practical Project Process

1. Define opportunity space
2. Service Blueprinting
3. Identify strategic & tactical fixes
4. Service design to take ACTION
1. The Opportunity Space

Customer Billing.
A true ecosystem spanning
customer experience.
20% of support volume.
20%
The Vision 

“A great billing experience is a
key element of the end-to-end
QuickBooks experience.”
“Billing”
Impersonal.
Internally focused.
Mechanical.
Our customer’s subscription is an ongoing
relationship that gives access to what helps make
them successful, and let’s us ensure we can
continue to act in service to them.
Seeing the Subscription “Stage”
Customer relationship architecture
artifact removed. Confidential info, sorry :(
visit www.practicalservicedesign.com to see public
template!
Cross silo, ecosystem spanning
chain of events over time.
Nail the basics
Find the biggest potential for
overlap of irritation, pain, and
failure.
Blueprinting the
Complete Picture

Unlock the front stage, back stage,
and behind the scenes.
Practical Service Blueprinting
Co-created process that
uncovers true end-to-end,
surface-to-core reality of a
customer experience…
Practical Service Blueprinting
…and the reality of the
internal organization
experience and structure.
Holistically Organized
The gathered team
represents the holistic service,
not the internal structure.
End to End
Service blueprint
artifact removed. Confidential info, sorry :(
visit www.practicalservicedesign.com to see public
template!
End to End
Surface to Core
Service blueprint
artifact removed. Confidential info, sorry :(
visit www.practicalservicedesign.com to see public
template!
Actors
Systems
Stakeholders
Observations & Facts
Data Callouts & Metrics
Policies
Unknowns
Critical Moments, Irritations & Failures
Ideas, a-ha’s, opportunities
Backstage
Front Stage - Visible to Customer
Marketing. Sign up. Emails. QuickBooks
itself. Account Mgmt. Customer care…
Back Stage - Not Visible to Customer
Tech stacks. API. UI patterns. Content
management. Care agent processes…
Behind the Scenes
Finance & pricing policies. Lineup
definitions. Legal requirements. Product
roadmaps. Support data. Leadership
vision. Competitive insights.
The Practical Service Blueprint
It’s not the view of how it was
designed, it’s the view of how
it was delivered.
Strategic Themes
and Tactical Fixes

Shifting the vision vs. just go do it
End to End
Surface to Core
Service blueprint
artifact removed. Confidential info, sorry :(
visit www.practicalservicedesign.com to see public
template!
Root Cause Analysis & Remediation

Deep dive into service blueprints to find the true
upstream and downstream cause and effect.
Strategy vs. Tactics

Tactical “just go do” items.
Strategic themes that will need vision shifts.
Home

Page
Product

Selection
Sign Up First Use Product
Recommendation
QuickBooks

Dashboard
Subscribe Now Account

Management
Correspondence Care
“Start Trial” as
primary CTA
Include price
summary in
product
selection
brought forward
before product
selection in
trial flow
no
changes
Persistent trial
indicator.
Detailed organization
and pricing info.
Pricing Summary
Similar design to
Subscribe Now.
Emails with
design components
as product
New help 

content on
subscriptions
3.1 3.2 3.2 3.3 3.4 3.5
Recommendation
during FTU setup.
Similar design to 

Subscribe Now.
OnlineAdvertising
Prices,ads,promotions
quickbooks.com
Brand, prices,ads,
promotions,lineup,
signups
FirstUse
Selection,features,trial
features,promotion
Product
Bundledfeatures,optin/
out,trialtobuy,fundability
Acct.Mgmt.
Paymentsource,
upgrade,downgrade,
cancel
Care
Agents, scripts,
knowledgebase, self-
help,IVR
Comm.
Brand, content,tone,voice,
frequency,consolidation
Finance
Policies,prices,
promotions,rules,
projectiongoals
Home

Page
Product

Selection
Sign Up First Use Product
Recommendation
QuickBooks

Dashboard
Subscribe Now Account

Management
Correspondence Care
3.1 3.2 3.2 3.3 3.4 3.5
Action
Thinking end-to-end vs. acting end-to-end.
Home

Page
Product

Selection
Sign Up First Use Product
Recommendation
QuickBooks

Dashboard
Subscribe Now Account

Management
Correspondence Care
“Start Trial” as
primary CTA
Include price
summary in
product
selection
brought forward
before product
selection in
trial flow
no
changes
Persistent trial
indicator.
Detailed organization
and pricing info.
Pricing Summary
Similar design to
Subscribe Now.
Emails with
design components
as product
New help 

content on
subscriptions
3.1 3.2 3.2 3.3 3.4 3.5
Recommendation
during FTU setup.
Similar design to 

Subscribe Now.
Activates the Organization
Customer backed
Visceral shared artifact
Silo-busting co-creation
“First time seeing it end-to-end”
Actionable insights in matter of hours
Can you see all the stages
you have set?
Can you see all the stages
you have set?
Can you see all the stages
you have set?
Can you see all the stages
you have set?
Predictions &
Provocations
The medium of your brand
will become irrelevant.
The only thing customer’s will attach to your
name will be the service you provide them.
Touchpoint design will not
be enough to differentiate.
Differentiation will come through the
relationship you have with your customers
and how you serve over time.
Holistic experiences require
holistic organizations.
What you produce mirrors how you are
organized. Cross-silo coordination will
be the key to delivering outcomes.
Customers adopt more
fluid expectations.
They will expect quality services to feel
the same across categories and
contexts.
Employee experience will
become a design priority.
Design thinking will be applied to how
experiences are produced and services
delivered internally.
Building service design
capacity will be essential.
Service design is a much needed tool for
companies to better design and deliver
exceptional customer experiences.
To Act in Service
Remember…
What you make is
not who you are.
What you provide is
not who you are.
Your branding is
not who you are.
How you serve
is who you are.
How you serve
is who you are.
Thank you.
Would you like to know more?
Join the Service Design Slack (450+ members!)

www.practicalservicedesign.com/community
Get the “Practical Service Blueprinting” ebook

www.practicalservicedesign.com/the-guide
Thank you!
Follow @Erik_UX
#OReillyDesign #IntuitDesign #DesignForDelight

Más contenido relacionado

Destacado

Digital transformation without customer-centric transformation makes no sense
Digital transformation without customer-centric transformation makes no senseDigital transformation without customer-centric transformation makes no sense
Digital transformation without customer-centric transformation makes no sense
Human Interface Group
 

Destacado (19)

on Service Design
on Service Designon Service Design
on Service Design
 
Ux & Service design intro
Ux & Service design introUx & Service design intro
Ux & Service design intro
 
Introduction to UX & Service Design
Introduction to UX & Service DesignIntroduction to UX & Service Design
Introduction to UX & Service Design
 
How to use a UX Framework to improve conversion
How to use a UX Framework to improve conversionHow to use a UX Framework to improve conversion
How to use a UX Framework to improve conversion
 
Recruit, hire, retain top talent: DevOps West Las Vegas 2016
Recruit, hire, retain top talent: DevOps West Las Vegas 2016Recruit, hire, retain top talent: DevOps West Las Vegas 2016
Recruit, hire, retain top talent: DevOps West Las Vegas 2016
 
The four contexts of service design
The four contexts of service designThe four contexts of service design
The four contexts of service design
 
Case study: UX Methodology Design for Public E-services in Lithuania
Case study: UX Methodology Design for Public E-services in LithuaniaCase study: UX Methodology Design for Public E-services in Lithuania
Case study: UX Methodology Design for Public E-services in Lithuania
 
Strategy Blueprint for Agile
Strategy Blueprint for AgileStrategy Blueprint for Agile
Strategy Blueprint for Agile
 
UX Strategy Blueprint
UX Strategy BlueprintUX Strategy Blueprint
UX Strategy Blueprint
 
Jobs To Be Done
Jobs To Be DoneJobs To Be Done
Jobs To Be Done
 
Digital transformation without customer-centric transformation makes no sense
Digital transformation without customer-centric transformation makes no senseDigital transformation without customer-centric transformation makes no sense
Digital transformation without customer-centric transformation makes no sense
 
UX Strategy Blueprint for Agile Teams
UX Strategy Blueprint for Agile TeamsUX Strategy Blueprint for Agile Teams
UX Strategy Blueprint for Agile Teams
 
Service Design: Your Next Career Move
Service Design: Your Next Career MoveService Design: Your Next Career Move
Service Design: Your Next Career Move
 
So you want to be a Service Designer
So you want to be a Service DesignerSo you want to be a Service Designer
So you want to be a Service Designer
 
DIY Service Design, the toolkit (euroIA 2014, Brussels)
DIY Service Design, the toolkit (euroIA 2014, Brussels)DIY Service Design, the toolkit (euroIA 2014, Brussels)
DIY Service Design, the toolkit (euroIA 2014, Brussels)
 
Mapping a service
Mapping a serviceMapping a service
Mapping a service
 
UX Portfolios: How to tell your story
UX Portfolios: How to tell your storyUX Portfolios: How to tell your story
UX Portfolios: How to tell your story
 
Wireframing /Prototyping with HTML
Wireframing /Prototyping with HTMLWireframing /Prototyping with HTML
Wireframing /Prototyping with HTML
 
What is Service Design?
What is Service Design?What is Service Design?
What is Service Design?
 

Último

Verified Trusted Call Girls Adugodi💘 9352852248 Good Looking standard Profil...
Verified Trusted Call Girls Adugodi💘 9352852248  Good Looking standard Profil...Verified Trusted Call Girls Adugodi💘 9352852248  Good Looking standard Profil...
Verified Trusted Call Girls Adugodi💘 9352852248 Good Looking standard Profil...
kumaririma588
 
怎样办理伯明翰大学学院毕业证(Birmingham毕业证书)成绩单留信认证
怎样办理伯明翰大学学院毕业证(Birmingham毕业证书)成绩单留信认证怎样办理伯明翰大学学院毕业证(Birmingham毕业证书)成绩单留信认证
怎样办理伯明翰大学学院毕业证(Birmingham毕业证书)成绩单留信认证
eeanqy
 
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
dollysharma2066
 
Escorts Service Nagavara ☎ 7737669865☎ Book Your One night Stand (Bangalore)
Escorts Service Nagavara ☎ 7737669865☎ Book Your One night Stand (Bangalore)Escorts Service Nagavara ☎ 7737669865☎ Book Your One night Stand (Bangalore)
Escorts Service Nagavara ☎ 7737669865☎ Book Your One night Stand (Bangalore)
amitlee9823
 
Call Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night Stand
Call Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night StandCall Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night Stand
Call Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night Stand
amitlee9823
 
Call Girls Basavanagudi Just Call 👗 7737669865 👗 Top Class Call Girl Service ...
Call Girls Basavanagudi Just Call 👗 7737669865 👗 Top Class Call Girl Service ...Call Girls Basavanagudi Just Call 👗 7737669865 👗 Top Class Call Girl Service ...
Call Girls Basavanagudi Just Call 👗 7737669865 👗 Top Class Call Girl Service ...
amitlee9823
 
Jigani Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Bangal...
Jigani Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Bangal...Jigani Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Bangal...
Jigani Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Bangal...
amitlee9823
 
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...
instagramfab782445
 
Escorts Service Basapura ☎ 7737669865☎ Book Your One night Stand (Bangalore)
Escorts Service Basapura ☎ 7737669865☎ Book Your One night Stand (Bangalore)Escorts Service Basapura ☎ 7737669865☎ Book Your One night Stand (Bangalore)
Escorts Service Basapura ☎ 7737669865☎ Book Your One night Stand (Bangalore)
amitlee9823
 
Nisha Yadav Escorts Service Ernakulam ❣️ 7014168258 ❣️ High Cost Unlimited Ha...
Nisha Yadav Escorts Service Ernakulam ❣️ 7014168258 ❣️ High Cost Unlimited Ha...Nisha Yadav Escorts Service Ernakulam ❣️ 7014168258 ❣️ High Cost Unlimited Ha...
Nisha Yadav Escorts Service Ernakulam ❣️ 7014168258 ❣️ High Cost Unlimited Ha...
nirzagarg
 
Editorial design Magazine design project.pdf
Editorial design Magazine design project.pdfEditorial design Magazine design project.pdf
Editorial design Magazine design project.pdf
tbatkhuu1
 
Recommendable # 971589162217 # philippine Young Call Girls in Dubai By Marina...
Recommendable # 971589162217 # philippine Young Call Girls in Dubai By Marina...Recommendable # 971589162217 # philippine Young Call Girls in Dubai By Marina...
Recommendable # 971589162217 # philippine Young Call Girls in Dubai By Marina...
home
 

Último (20)

Verified Trusted Call Girls Adugodi💘 9352852248 Good Looking standard Profil...
Verified Trusted Call Girls Adugodi💘 9352852248  Good Looking standard Profil...Verified Trusted Call Girls Adugodi💘 9352852248  Good Looking standard Profil...
Verified Trusted Call Girls Adugodi💘 9352852248 Good Looking standard Profil...
 
怎样办理伯明翰大学学院毕业证(Birmingham毕业证书)成绩单留信认证
怎样办理伯明翰大学学院毕业证(Birmingham毕业证书)成绩单留信认证怎样办理伯明翰大学学院毕业证(Birmingham毕业证书)成绩单留信认证
怎样办理伯明翰大学学院毕业证(Birmingham毕业证书)成绩单留信认证
 
call girls in Vasundhra (Ghaziabad) 🔝 >༒8448380779 🔝 genuine Escort Service 🔝...
call girls in Vasundhra (Ghaziabad) 🔝 >༒8448380779 🔝 genuine Escort Service 🔝...call girls in Vasundhra (Ghaziabad) 🔝 >༒8448380779 🔝 genuine Escort Service 🔝...
call girls in Vasundhra (Ghaziabad) 🔝 >༒8448380779 🔝 genuine Escort Service 🔝...
 
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
 
❤Personal Whatsapp Number 8617697112 Samba Call Girls 💦✅.
❤Personal Whatsapp Number 8617697112 Samba Call Girls 💦✅.❤Personal Whatsapp Number 8617697112 Samba Call Girls 💦✅.
❤Personal Whatsapp Number 8617697112 Samba Call Girls 💦✅.
 
Escorts Service Nagavara ☎ 7737669865☎ Book Your One night Stand (Bangalore)
Escorts Service Nagavara ☎ 7737669865☎ Book Your One night Stand (Bangalore)Escorts Service Nagavara ☎ 7737669865☎ Book Your One night Stand (Bangalore)
Escorts Service Nagavara ☎ 7737669865☎ Book Your One night Stand (Bangalore)
 
Sweety Planet Packaging Design Process Book.pptx
Sweety Planet Packaging Design Process Book.pptxSweety Planet Packaging Design Process Book.pptx
Sweety Planet Packaging Design Process Book.pptx
 
Call Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night Stand
Call Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night StandCall Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night Stand
Call Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night Stand
 
call girls in Kaushambi (Ghaziabad) 🔝 >༒8448380779 🔝 genuine Escort Service 🔝...
call girls in Kaushambi (Ghaziabad) 🔝 >༒8448380779 🔝 genuine Escort Service 🔝...call girls in Kaushambi (Ghaziabad) 🔝 >༒8448380779 🔝 genuine Escort Service 🔝...
call girls in Kaushambi (Ghaziabad) 🔝 >༒8448380779 🔝 genuine Escort Service 🔝...
 
💫✅jodhpur 24×7 BEST GENUINE PERSON LOW PRICE CALL GIRL SERVICE FULL SATISFACT...
💫✅jodhpur 24×7 BEST GENUINE PERSON LOW PRICE CALL GIRL SERVICE FULL SATISFACT...💫✅jodhpur 24×7 BEST GENUINE PERSON LOW PRICE CALL GIRL SERVICE FULL SATISFACT...
💫✅jodhpur 24×7 BEST GENUINE PERSON LOW PRICE CALL GIRL SERVICE FULL SATISFACT...
 
Call Girls Basavanagudi Just Call 👗 7737669865 👗 Top Class Call Girl Service ...
Call Girls Basavanagudi Just Call 👗 7737669865 👗 Top Class Call Girl Service ...Call Girls Basavanagudi Just Call 👗 7737669865 👗 Top Class Call Girl Service ...
Call Girls Basavanagudi Just Call 👗 7737669865 👗 Top Class Call Girl Service ...
 
8377087607, Door Step Call Girls In Kalkaji (Locanto) 24/7 Available
8377087607, Door Step Call Girls In Kalkaji (Locanto) 24/7 Available8377087607, Door Step Call Girls In Kalkaji (Locanto) 24/7 Available
8377087607, Door Step Call Girls In Kalkaji (Locanto) 24/7 Available
 
Jigani Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Bangal...
Jigani Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Bangal...Jigani Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Bangal...
Jigani Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Bangal...
 
AMBER GRAIN EMBROIDERY | Growing folklore elements | Root-based materials, w...
AMBER GRAIN EMBROIDERY | Growing folklore elements |  Root-based materials, w...AMBER GRAIN EMBROIDERY | Growing folklore elements |  Root-based materials, w...
AMBER GRAIN EMBROIDERY | Growing folklore elements | Root-based materials, w...
 
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...
 
Escorts Service Basapura ☎ 7737669865☎ Book Your One night Stand (Bangalore)
Escorts Service Basapura ☎ 7737669865☎ Book Your One night Stand (Bangalore)Escorts Service Basapura ☎ 7737669865☎ Book Your One night Stand (Bangalore)
Escorts Service Basapura ☎ 7737669865☎ Book Your One night Stand (Bangalore)
 
Nisha Yadav Escorts Service Ernakulam ❣️ 7014168258 ❣️ High Cost Unlimited Ha...
Nisha Yadav Escorts Service Ernakulam ❣️ 7014168258 ❣️ High Cost Unlimited Ha...Nisha Yadav Escorts Service Ernakulam ❣️ 7014168258 ❣️ High Cost Unlimited Ha...
Nisha Yadav Escorts Service Ernakulam ❣️ 7014168258 ❣️ High Cost Unlimited Ha...
 
Editorial design Magazine design project.pdf
Editorial design Magazine design project.pdfEditorial design Magazine design project.pdf
Editorial design Magazine design project.pdf
 
UI:UX Design and Empowerment Strategies for Underprivileged Transgender Indiv...
UI:UX Design and Empowerment Strategies for Underprivileged Transgender Indiv...UI:UX Design and Empowerment Strategies for Underprivileged Transgender Indiv...
UI:UX Design and Empowerment Strategies for Underprivileged Transgender Indiv...
 
Recommendable # 971589162217 # philippine Young Call Girls in Dubai By Marina...
Recommendable # 971589162217 # philippine Young Call Girls in Dubai By Marina...Recommendable # 971589162217 # philippine Young Call Girls in Dubai By Marina...
Recommendable # 971589162217 # philippine Young Call Girls in Dubai By Marina...
 

Demystifying service design | O'Reilly 2016