Adventures in Service Design

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This is an exploration of Service Design for the Boston Service Jam 2014. It covers proto personas, empathy maps and journey maps.

Text of Adventures in Service Design

Service Design Jam 2014

A D V E N T U R E S I N S E R V I C E D E S I G NB O S T O N S E R V I C E J A M 2 0 1 4

S T E V E N F I S H E R

@stevenfisher

S T E V E F I S H E R I S M Y N A M E . A N D I B E L I E V E S E R V I C E D E S I G N C A N S AV E T H E W O R L D .

So, Who the Heck is This Guy?

3 Time Entrepreneur (2 Sold) Head of Experience for SeaChange Co-Founder, Revolution Factory Advisor (Protoshare. H2i, Startup Institute) 20 Yrs Product Designer 8 of them with agencies (Digitas, Sapient) and consulting firms Film Producer Yoga Teacher Slow Runner Fast Eater Connect with me:

/TheStevenFisher

/StevenFisher /StevenFisher

/StevenFisher

L E T S G E T R O L L I N G

Today we are going to talk about Service Design and the Adventures You Can Take

T H E M E T H O D

T H E M E T H O D

TO EFFECTIVELY DESIGN FOR SOMEONE, YOU HAVE TO KNOW WHO YOU ARE DESIGNING FOR

T H E M E T H O D

TO EFFECTIVELY DESIGN FOR SOMEONE, YOU HAVE TO SEE

THINGS FROM THEIR POINT OF VIEW.

T H E M E T H O D

You can start with Personas

T H E M E T H O D

But Traditional Ones Take Time

..Lots of Time.

T H E M E T H O D

So You Can Use Proto-Personas

..Quick and Effective.

Source: https://uxmag.com/articles/using-proto-personas-

for-executive-alignment

T H E M E T H O D

So You Can Use Proto-Personas

..Quick and Effective.

A S K E T C H O F T H E I N D I V I D U A L , A N A M E ,

A N D S O M E B A S I C D E M O G R A P H I C S

B E H AV I O R S A N D B E L I E F S O F T H E

P E R S O N A

D E M O G R A P H I C S N E E D S A N D G O A L S

T H E M E T H O D

Then You Need an Empathy Map

T H E M E T H O D

Empathy Maps Chart the Soul of

..the Issue to Define the Problem and the Context in which you need to solve it.

T H E M E T H O D

And Finally a Journey Map

T H E M E T H O D

Journey Maps Chart the Course

..Because this about the Journey and not just the Destination.

T H E F R A M E W O R K

T H E F R A M E W O R K

T H E E X A M P L E S

T H E E X A M P L E S

Source: Megan Groki, Mad Pow

T H E E X A M P L E S

Source: http://www.thosepeskyusers.com/wp-content/uploads/2010/12/customer-experience-map.jpg

T H E E X A M P L E S

Source: http://bridgeable.com/work/therachoice/

T H E E X A M P L E S

Source: http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/

T H E E X E R C I S E

T H E E X E R C I S E

T H E E X E R C I S E

T H E E X E R C I S E

T H E E X E R C I S E

How would you redesign this experience?

T H E E X E R C I S E

T H E E X E R C I S E

Lets make a quick persona

Lets draft an empathy map

Lets flow out a journey

T H E E X E R C I S E

T H E E X E R C I S E

The Case: http://www.freshtilledsoil.com/transit-transformation-mbta-website-redesign-challenge/

The Live Demo: http://willdickey.me/mbta/#

G R E AT R E S O U R C E S

http://designingcx.com/cx-journey-mapping-toolkit/https://uxmag.com/articles/using-proto-personas-for-executive-alignment

http://www.slideshare.net/sstarmer/how-to-design-for-the-future-cross-channel-experience-design-13899852

http://www.slideshare.net/joyce_hostyn/writing-great-experiences-customer-experience-journey-maps

http://www.pinterest.com/LupingYeh/customer-journey-map/

http://www.pinterest.com/uxjam/journeys/

http://www.servicedesigntools.org/tools/8

http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/

https://speakerdeck.com/megangrocki/customer-journey-mapping-illustrating-the-big-picture

A N D D O N T F O R G E T

E N J O Y T H E J O U R N E Y.