Service design Workshop

Service Design Workshop

Inspired and partially-derived from Adaptive Path’s October 18, 2012 workshop in Atlanta, Georgia. Creative-license taken. Also condensed from full day to 1/2 day.

Going to the deep end of design.

Sunday, August 25, 13

Today is different from the 18th


Game Plan

Hour ONE

Hour TWO+

Intro to Service Design

Warm up - Rules of the game, Defining our Service

Overview of Service Design Process and our Premise

Landscape Map Exercise

Quick 5 min break!

Journey Map of the Intrepid

Concept Sketching Touchpoints

Service Design Blueprint

If this Were Real Life...

But it’s not - so what?


Where we get to play is e x p a n d i n g

• Control

• Feature

• System

• Service

• Organization

We are here.

This is where we are going.


What is Service Design, Exactly?“Applying design methods and craft to the definition and orchestration of service experiences.”

“Explicitly approaching design problems from a systematic perspective and taking a more holistic view of people and their experience.”

-Adaptive Path

“The activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers.”

-Wikipedia


Before we ask...

“Is this the right product for the service?”

We need to ask...

“Is this the right service for the user?”


Before we ask...

“Is this the right product for the service?”

We need to ask...

“Is this the right service for the world?”


Start with the Service, the product will follow

Interaction Design or traditional User experience design = great experience b/w product and person

Service design = great experience b/w organization and humanity.

“great products don’t mend broken services”


Business Case for Service Design

• “Better Customer and Staff Experiences

• Reduce inefficiencies

• Improve customer retention and loyalty

• Deepen and widen customer base

• Design new business models”

• Create ‘flow’ within organization


New / Redefined / Redesigned / Eliminated...

• Sub-services, business models

• Staff interactions (processes, meetings, training)

• Internal metrics

• Projects

• Back-end systems

• Consumer touch points

• Jobs.

Complete F*cking Overhaul.In essence,

Outcomes of Service Design include...


Before we get started

DO THIS:

• Explore without fear. Fear is the mindkiller!

• Seek unexpected ideas.

• Look beyond the obvious. Rethink the obvious

• Think... “If it were magic, how would it work?” - Alan Cooper

NOT THIS:

• Overthink it. (Get our of your own way!)

• Chat instead of putting pen to paper.

• Pass judgement on your ideas or others.

We are swimming in the deep end of design. If you feel out of your league, that’s a good sign you are doing this right. We all are out of your league.


The Service Design Mindset

LONG TERM THINKING HOLISTIC THINKING


What Service are we providing?

What cause, ideal, good or portion of humanity benefits from our service?

Why?

NOT what product we trying to sell.

NOT what “target market,” “demographic” or “persona.”

What would happen if we didn’t provide this service?


How do we know our service is properly providing?

How will we measure success?


Up Next!

Done!

The Service Design Process

Break!

1. Define your Service

2. Define the people who you serve (not people who make you money)

3. Define your why. What happens if your service was not available?

4. Define Metrics

5. Map the Landscape

6. Map the Journeys of those who are served

7. Create a Service Blueprint

8. Iterate by evaluating and coordinating touchpoints


1. Define your Service

2. Define the people who you serve (not people who make you money)

3. Define your why. What happens if your service was not available?

4. Define Metrics

5. Map the Landscape

6. Map the Journeys of those who are served

7. Create a Service Blueprint

8. Iterate by evaluating and coordinating touchpoints

Instant SatisfactionGet back to your roots.

Remember to love your customers.

See your mission as critical.

Recalibrate what outcomes really matter.

Get an Eagle-Eye understanding of the lay of the land - today and tomorrow.

Put yourself in your customers shoes, design their day with your business as integral part

Have a tangible plan for carrying out your critical mission.

Understand where to go from there.Sunday, August 25, 13

Landscape Map Part 1

“Territory Maps are visual tools that capture the initial knowledge of the team, before any research is done.”

people

places

products/artifacts

services/subservicesOUTSIDE

SPHERE OF INFLUENCE

INSIDESPHERE OF INFLUENCE

TODAY


Landscape Map Part 2Mapping out the lay of the land of 2017.

people

places

products/artifacts

services/subservices

Landscape maps give us a first pass of all the possible pieces of the puzzle, inside and outside our sphere of influence.

It should also be a tool for delinating the knowns of today and the assumptions about the future that we need to be designing for.

OUTSIDESPHERE OF INFLUENCE


TOMORROW


Landscape Map Part 3 - Research

OUTSIDESPHERE OF INFLUENCE


POSSIBLE FUTURE

IMPROBABLE FUTURE

This is our backdrop, our set


Customer Journey - Part 1

Wake up Commute Work Lunch Work Commute Evening Weekend

Define Intrepid-like actions.

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Concept Touchpoints for those Actions

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Choose, Review and Mash-Up

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Service Prototyping

Storyboarding

Models with Action Figures

Service Storming - forced analogy in skit form


Creating a Service Blueprint

• “A blueprint is an operation tool that describes the nature and the characteristics of the service interactions in enough detail to verify, implement and maintain.”

• Customer Actions (Top of Action Card)

• Touchpoints (bottom of action card)

• Customer-facing Staff Actions

• Backstage Staff Actions

• Support Processes

Line of Visibility


Lunch Work Commute Evening Weekend

Choose, Review and Mash-Up

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Creating a Service Blueprint

Customer Actions (Top of Action Card)

Touchpoints (bottom of action card)

Customer-facing Staff Actions

Backstage Staff Actions

Support Processes

Wake up Commute Work

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Line of Visibility


What WOULD we do next? Iterate.

• Return to Landscape Map. Clean up and Add fidelity. Heavy research on the our assumptions and vision of future landscape as well as testing what we think we know about today.

• Additional Interviews and research on the Journey of the intrepid. Testing assumptions, clearing up ambiguities about actions.

• Touchpoint Concept Work - Diverge on quantity, review and evaluate, converge on fidelity of most promising concepts

• Service Prototyping - create models of touchpoints.

• Revisit service blueprint. Analyze for gaps in service. Do it again.


What we are REALLY going to do next:

Apply it to our current work.

• So, now we are back to reality. Did today’s exercise of long-term and holistic service design thinking give us any new insights into how we should do our job over the next few months?

• Discussion

• Goodbye!
