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THE FOUR CONTEXTS  OF SERVICE DESIGN Darren Menachemson | @thoughtpod What you need to do before you design the detail of ...
We need services to work for people. Desired outcome:  healthy mum and baby
THE  FOUR CONTEXTS  OF SERVICE DESIGN The business context The strategic context The user context The capability context W...
STAGES IN THE  SERVICE DESIGN The service concept The strategy The detail
THE EARLY STAGES:  A SERVICE BLUEPRINT Strategic intent User context UI detail of risk eventuating Integrated program view...
A SERVICE AS  A STRATEGY Strategic shifts Broader trends
CREATING THE  STRATEGIC CONTEXT  Online transaction: Create new web-based services    Authentication: Put PIN in the pos...
CREATING THE  STRATEGIC CONTEXT  Online transaction: Create new web-based services    Authentication: Put PIN in the pos...
A SERVICE AS  AN EXPERIENCE  Users User Journey Interactions Service Service
LEARNING  THE USER CONTEXT
LEARNING  THE USER CONTEXT Contextual enquiry Interviews Design focus groups Research reviews
A SERVICE AS  AN ARCHITECTURE  BUSINESS CONTEXT Interactions Channels Roles Processes Information systems/tools Informatio...
A SERVICE AS  A DESIGN CHALLENGE Service Skills Knowledge Experience Role Authority Space
CREATING THE  CAPABILITY CONTEXT DESIGN FACILITATOR USER RESEARCHER UX ARCHITECT INFO DESIGNER ACTIVITIES SKILLS DELIVERY
CREATING THE  CAPABILITY CONTEXT Project Manager Business Lead Subject Matter Expert Business Analyst Data Architect Devel...
AN INTEGRATED, HOLISTIC VIEW   User User Journey Service interactions Strategic direction Design capability Channels Roles...
CREATING THE  SERVICE BLUEPRINT <ul><li>Strategic intent & outcomes </li></ul><ul><li>User profiles </li></ul><ul><li>User...
After being diagnosed with xyz, Peter discusses his options with his family. He decides to take a proactive approach, and ...
SERVICE BLUEPRINT:  ENRICHED STORY Finds out about a new service Calls to register Call centre rep conducts POI Discuss ci...
SERVICE BLUEPRINT:  ENRICHED STORY Week later, John checks his email, and finds a message from the agency. He opens it and...
SERVICE BLUEPRINT:  ENRICHED STORY Identifies the change Week later, John checks his email, and finds a message from the a...
SERVICE BLUEPRINT:  ENRICHED STORY Week later, John checks his email, and finds a message from the agency. He opens it and...
SERVICE BLUEPRINT:  ENRICHED STORY
Service Blueprinting is a team sport. It is fuelled by the four contexts. Once it’s done, it becomes the single songsheet ...
IT STARTS (AND FINISHES UP) WITH  THE USER
Questions? THANKS :) Darren Menachemson | @thoughtpod
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The four contexts of service design

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Presentation given at Service Design 2011 about four important contexts that need to be established to design a service.

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The four contexts of service design

  1. 1. THE FOUR CONTEXTS OF SERVICE DESIGN Darren Menachemson | @thoughtpod What you need to do before you design the detail of a service, and how you can go about doing it.
  2. 2. We need services to work for people. Desired outcome: healthy mum and baby
  3. 3. THE FOUR CONTEXTS OF SERVICE DESIGN The business context The strategic context The user context The capability context Who are we developing the service for? Service as an experience What are we changing? Service as an architecture Why are we doing what we’re doing? Service as a strategy What skills do we need to do it? Service as a design challenge
  4. 4. STAGES IN THE SERVICE DESIGN The service concept The strategy The detail
  5. 5. THE EARLY STAGES: A SERVICE BLUEPRINT Strategic intent User context UI detail of risk eventuating Integrated program view Interaction flow Changed outcome Architectural shifts
  6. 6. A SERVICE AS A STRATEGY Strategic shifts Broader trends
  7. 7. CREATING THE STRATEGIC CONTEXT  Online transaction: Create new web-based services  Authentication: Put PIN in the post  Offline transaction: Develop paper forms  Enhanced support: Set up more call centre helplines Make low-cost online channels more desirable to encourage customer migration and uptake  Mobile apps/browsing  Reduce/reuse/recycle  Zero wait
  8. 8. CREATING THE STRATEGIC CONTEXT  Online transaction: Create new web-based services  Authentication: Put PIN in the post  Offline transaction: Develop paper forms  Enhanced support: Set up more call centre helplines Make low-cost online channels more desirable to encourage customer migration and uptake  Mobile apps/browsing  Reduce/reuse/recycle  Zero wait <ul><li>EXPERIENCE FRAGMENTATION </li></ul><ul><li>STRATEGIC FRICTION </li></ul><ul><li>FUTURE STATE MISALIGNMENT </li></ul><ul><li>VS STRATEGIC FIT INTO AN ALIGNED PROGRAM </li></ul>
  9. 9. A SERVICE AS AN EXPERIENCE Users User Journey Interactions Service Service
  10. 10. LEARNING THE USER CONTEXT
  11. 11. LEARNING THE USER CONTEXT Contextual enquiry Interviews Design focus groups Research reviews
  12. 12. A SERVICE AS AN ARCHITECTURE BUSINESS CONTEXT Interactions Channels Roles Processes Information systems/tools Information Legislation Sociocultural norms and beliefs
  13. 13. A SERVICE AS A DESIGN CHALLENGE Service Skills Knowledge Experience Role Authority Space
  14. 14. CREATING THE CAPABILITY CONTEXT DESIGN FACILITATOR USER RESEARCHER UX ARCHITECT INFO DESIGNER ACTIVITIES SKILLS DELIVERY
  15. 15. CREATING THE CAPABILITY CONTEXT Project Manager Business Lead Subject Matter Expert Business Analyst Data Architect Developer Solution Architect Design Facilitator UX Architect User Researcher Information designer
  16. 16. AN INTEGRATED, HOLISTIC VIEW User User Journey Service interactions Strategic direction Design capability Channels Roles Processes Information systems Information Legislation Societal/cultural norms
  17. 17. CREATING THE SERVICE BLUEPRINT <ul><li>Strategic intent & outcomes </li></ul><ul><li>User profiles </li></ul><ul><li>User pathways </li></ul><ul><li>Enriched stories </li></ul><ul><li>Service architecture maps </li></ul><ul><li>Constraints & assumptions </li></ul><ul><li>… </li></ul>
  18. 18. After being diagnosed with xyz, Peter discusses his options with his family. He decides to take a proactive approach, and looks at options to have an integrated clinical team working to resolve his health issue. PATIENT PATHWAY | CO-MANAGING A HEALTH ISSUE ‘ I want to make sure I have the right team to help me through my condition.’ Patient journey This pathway shows how Peter could co-manage his health issue, using HealthReferral WHAT THIS PATHWAY SHOWS DIAGNOSIS Peter is diagnosed with xyz by his GP, who advises him to contact HealthReferral (etc ) 1 REGISTRATION Peter creates a profile with HealthReferral, including his personal, GP and insurance details (etc) 2 REFERRAL Peter discusses his condition with his case manager and his doctor in a scheduled teleconference, and (etc) 3 COUNSELLING Peter decides to go to private counselling, to discuss his (etc) 4 Needs/preferences <ul><li>Plan of action </li></ul><ul><li>Trusted clinician advice </li></ul><ul><li>Consistent case-based treatment </li></ul><ul><li>Easy, quick process </li></ul><ul><li>Immediate outcomes </li></ul><ul><li>Sustained intervention </li></ul><ul><li>Trusted clinician advice </li></ul><ul><li>Awareness of case approach </li></ul><ul><li>Awareness of options </li></ul><ul><li>A trusted ear </li></ul><ul><li>Coping strategies </li></ul>Peter ( patient)
  19. 19. SERVICE BLUEPRINT: ENRICHED STORY Finds out about a new service Calls to register Call centre rep conducts POI Discuss circumstances to determine eligibility. Registration. Week later, receives confirmation letter and welcome pack. Scaffolds the architecture
  20. 20. SERVICE BLUEPRINT: ENRICHED STORY Week later, John checks his email, and finds a message from the agency. He opens it and [etc etc] Email A visual and textual narrative
  21. 21. SERVICE BLUEPRINT: ENRICHED STORY Identifies the change Week later, John checks his email, and finds a message from the agency. He opens it and [etc etc] Email, rather than paper-based correspondence decreases the registration turnaround time and reduces mailout/printing costs. Email
  22. 22. SERVICE BLUEPRINT: ENRICHED STORY Week later, John checks his email, and finds a message from the agency. He opens it and finds it contains an appointment time, which updates his online calendar [etc] Email, rather than paper-based correspondence decreases the registration turnaround time and reduces mailout/printing costs. Email Auto email facility – generates emails based on case note. Calendar – updated based on authenticated link-click. Previous scenes in the story Shows the key enabling architectural assets
  23. 23. SERVICE BLUEPRINT: ENRICHED STORY
  24. 24. Service Blueprinting is a team sport. It is fuelled by the four contexts. Once it’s done, it becomes the single songsheet for design. It changes a lot. Yes, powerpoint. SERVICE BLUEPRINT: YOU SHOULD KNOW…
  25. 25. IT STARTS (AND FINISHES UP) WITH THE USER
  26. 26. Questions? THANKS :) Darren Menachemson | @thoughtpod

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