Lily DartFreelance service design & user research

@lily_dart lilydart.com

Creating a service experience from scratch

@lily_dart lilydart.com

Creating a service experience from scratch

Service design is a holistic, user-centred approach to designing services

@lily_dart lilydart.com

Creating a service experience from scratch

Products create value through fulfilling a specific, unchanging, function.

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Creating a service experience from scratch

Services are sequences of interactions that create value for a user.

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Creating a service experience from scratch

1. Focuses on meeting service user needs

2. Considers end-to-end user journey

4. Designs business processes

3. Designs for staff needs

5. Is measurable

@lily_dart lilydart.com

Creating a service experience from scratch

Service design considers all of these elements in a service

@lily_dart lilydart.com

Creating a service experience from scratch

Service design considers all of these elements in a service

@lily_dart lilydart.com

Creating a service experience from scratch

Today we’ll design a basic service from scratch, based on user needs, staff needs and a stress persona

@lily_dart lilydart.com

Creating a service experience from scratch

Get into groups of 5, and introduce yourselves.

Task 0

2 MINS

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Creating a service experience from scratch

1. Create a service narrative

3. Test and iterate the prototype

2. Create a service prototype

4. Create a service blueprint

5. Design metrics for the service

— LUNCH —

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Creating a service experience from scratch

User needs are descriptions of the key needs of your service users

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Creating a service experience from scratch

Staff needs are descriptions of what staff need to deliver a service that meets user needs

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Creating a service experience from scratch

Stress personas are depictions of users who could experience unexpected impacts from a service

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Creating a service experience from scratch

Stress personas help us to design empathetically for our users

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Creating a service experience from scratch

Review your research packs for the services you’ll be designing.

User needs Staff needs Stress persona

Task 1

2 MINS

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Creating a service experience from scratch

Service narratives

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Creating a service experience from scratch

Creating a service narrative is designing an experience, end to end

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Creating a service experience from scratch

1. Timing and sequencing

2. Setting expectations

3. Evidencing

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Creating a service experience from scratch

What is being said or

thought

When it’s happening

What is happening

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Creating a service experience from scratch

Design a service narrative from initial introduction to the service for your persona, through to completion of a first appointment.

Consider timing and sequencing, expectation setting and evidencing.

Task 2

20 MINS

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Creating a service experience from scratch

Service prototyping

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Creating a service experience from scratch

Great service experiences require experimentation and evaluation

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Creating a service experience from scratch

A prototype is worth a thousand meetings.”“Designation

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Creating a service experience from scratch

You can’t know the experience you’ve created until you put it in front of a user

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Creating a service experience from scratch

Paper

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Creating a service experience from scratch

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Creating a service experience from scratch

Phones

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Creating a service experience from scratch

Photo by Tom Page licensed under Creative Commons CC Attribution

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Creating a service experience from scratch

Email

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Creating a service experience from scratch

Photo by Tom Page licensed under Creative Commons CC Attribution

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Creating a service experience from scratch

Service walkthrough

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Creating a service experience from scratch

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Creating a service experience from scratch

Service roleplay

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Creating a service experience from scratch

Photo by O’mar Miguel licensed under Creative Commons CC Attribution

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Creating a service experience from scratch

Design service prototypes to test out one or two interactions in your service journey, using:

Paper Phones Email Desktop walkthroughs Service roleplays

Task 320 MINS

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Creating a service experience from scratch

1. Find another team with a different service2. Ask them to familiarise themselves with your user

needs and persona 3. And then test out your prototypes, with members

of the other team acting as the customer

Task 4

10 MINS

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Creating a service experience from scratch

1. Swap!2. Ask the team you just tested prototypes for to familiarise

themselves with your user needs and persona3. And then test out your prototypes, with members of the other

team acting as the customer

Task 5

10 MINS

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Creating a service experience from scratch

Lunch!

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Creating a service experience from scratch

Photo by Tom Page licensed under Creative Commons CC Attribution

@lily_dart lilydart.com

Creating a service experience from scratch

Use your feedback from the other team to iterate your service narrative and prototypes.

Task 6

10 MINS

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Creating a service experience from scratch

Service blueprints

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Creating a service experience from scratch

Service blueprints are a method of displaying all interactions in a service journey

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Creating a service experience from scratch

User actions

Support processes

Time

Online

Phone

In person

Back stage

Front stage

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Creating a service experience from scratch

User actions

Support processes

Online

Phone

In person

Back stage

Front stage

Request for quote

Form submitted via website

Email, address and phone number added to database

2 hrs

Call to confirm initial appointment

Cleaner appointed to client, appointment scheduled

Call received from cleaning service

Assessment visit at clients home

Meets cleaner at home, discusses requirements

Receives and accepts quote

Regular appointment added to scheduling tool

Requirements added to database and quote generated

1 hr

Email sent with quote and confirmation request

1 hr

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Creating a service experience from scratch

Start your service blueprint.

Use your service journey to add user actions and timings. Add front stage interactions into the appropriate channels.

Task 6

Online

Phone

In person

Front stage

Request for quote

Form submitted via website

Call to confirm initial appointment

Call received from cleaning service

Assessment visit at clients home

Meets cleaner at home, discusses requirements

User actions

20 MINS

2 hrs

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Creating a service experience from scratch

User actions

Online

Phone

In person

Back stage

Front stage

Request for quote

Form submitted via website

2 hrs

Call to confirm initial appointment

Call received from cleaning service

Assessment visit at clients home

Meets cleaner at home, discusses requirements

Receives and accepts quote

Support processes

Email, address and phone number added to database

Cleaner appointed to client, appointment scheduled

Regular appointment added to scheduling tool

Requirements added to database. Quote created and emailed

1 hr

Email sent with quote and confirmation request

1 hr

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Creating a service experience from scratch

Support processes

Email, address and phone number added to database

Cleaner appointed to client, appointment scheduled

Regular appointment added to scheduling tool

Requirements added to database. Quote created and emailed

Data collection Internal systems

Business process Internal systems

Data collection Internal systems Automation

Business process Internal systems Automation

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Creating a service experience from scratch

Add backstage support processes to your service blueprint.

• Business processes • Data collection • Internal systems • Automation

Task 715 MINS

Support processes

Online

Phone

In person

Back stage

Front stage

Request for quote

Form submitted via website

Email, address and phone number added to database

2 hrs

Call to confirm initial appointment

Cleaner appointed to client, appointment scheduled

Call received from cleaning service

Assessment visit at clients home

Meets cleaner at home, discusses requirements

Requirements added to database. Quote created and emailed

1 hr

User actions

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Creating a service experience from scratch

Designing metrics

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Creating a service experience from scratch

How will we know the if the service is performing as intended?

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Creating a service experience from scratch

% of potential clients who accept quotes

Metric

User actions

Support processes

Front stage interactions

Back stage

Front stage

Request for quote

Form submitted via website

Address and contact details added to database

2 hrs

Call to confirm initial appointment

Cleaner appointed to client, appointment scheduled

Call received from cleaning service

Assessment visit at clients home

Meets cleaner at home, discusses requirements

Receives and accepts quote

Regular appointment added to scheduling tool

Requirements added to database and quote generated

1 hr

Email sent with quote and confirmation request

1 hr

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Creating a service experience from scratch

% of customers who cancel service

% of missed appointments

% of new customers through recommendations

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Creating a service experience from scratch

Watch out for perverse metrics

% of queries resolved within 24 hours

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Creating a service experience from scratch

Watch out for perverse metrics

% of users satisfied with query resolution

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Creating a service experience from scratch

Good metrics are measurable and actionable

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Creating a service experience from scratch

Design two or more metrics for your service.

Make sure they are measurable and actionable.

10 MINS

% of potential clients who accept quotes

Metric

Support processes

Front stage interactions

Back stage

Front stage

Request for quote

Form submitted via website

Address and contact details added to database

2 hrs

Call to confirm initial appointment

Cleaner appointed to client, appointment scheduled

Call received from cleaning service

Assessment visit at clients home

Meets cleaner at home, discusses requirements

Requirements added to database and quote generated

1 hr

User actions

Task 8

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Creating a service experience from scratch

Tell us about your service

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Creating a service experience from scratch

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Creating a service experience from scratch

• Research and prototype development • Business process design • Business systems design • Communications design • Interaction design

TODAY WE COVERED:

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Creating a service experience from scratch

• Graphic design • Marketing • Organisational design • Business model design • Strategy

SERVICE DESIGN ALSO CONSIDERS:

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Creating a service experience from scratch

Service design can’t be done by a single person

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Creating a service experience from scratch

But, we can all use service design thinking to improve our approach to problem solving

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Creating a service experience from scratch

• Holistic viewpoint • Timing and sequencing • Setting and meeting expectations • Evidencing • Measuring and evaluating experiences

SERVICE DESIGN THINKING:

Lily Dart

Freelance service design & user research

@lily_dart lilydart.com

Any questions?