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.

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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

• Let’s make a quick persona

• Let’s draft an empathy map

• Let’s 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.