DOTT Cornwall - Introduction to Service Design and Methods

Andy PolaineLecturer/Research Fellow - Service DesignT direkt: +41 41 249 92 25andrew.polaine [at] hslu.chTwitter: apolaine

DOTT Cornwall - Design In Our Time - 26th March 2010

Service Design Workshop

Monday, 5 April 2010

mailto:[email protected]




Source: Google hosted Life magazine archive

From Products to Services


Ford assembly line at rest during a strike, September 1945Source: Google hosted Life magazine archive

The Industrial Revolution & Mass Production


Assembly lines - efficient product production

Assembly Line At Texas Instruments,1959.Source: Google hosted Life magazine archive


Cankun Factory, Xiamen City, 2005Source & © Edward Burtynsky

Still going on, but shifted to other countries.


What is Service Design?

Service design deals with the form, touchpoints, systems and experiences of services – both tangible and intangible –from the perspective of a service’s end clients and users.

Service Thinking places people, networks and sustainability at the core of how we design and innovate services. The application of Service Thinking can help transform our organisations and economies.


Why now?

Little product differentiation

Sale of services as added value to products

Networks - the Web connects and informs

Rise of self-service

Sustainability


The West has a predominantly service economy

70-75% of most developed nations’ GDPs come from the service sector.

80% of companies believe they offer a great service and only 8% of their customers agree.

There is a lot of work to be done.


Image source: Andy Polaine

Services are usually created and completed by people


Services happen over time

Source: thetruthabout on Flickr


With multiple touchpoints


With multiple touchpoints


Many service touchpoints “just happen”



Many are not designed



Some are workarounds

Image source: http://www.flickr.com/photos/atoach/


http://www.flickr.com/photos/atoach/

http://www.flickr.com/photos/atoach/

Some are thought through



Touchpoint details create the experience

Image Source: Andy Polaine


And the personality



Many are culturally specific



Many are geographically (and culturally) specific

Image Source: http://www.!ickr.com/photos/tonyarmstrong


http://www.flickr.com/photos/tonyarmstrong

http://www.flickr.com/photos/tonyarmstrong

Some involve sustainable thinking



Some encourage sustainable behaviour


Some make use of data streams and networks


Some make use of the wisdom of the crowds


But how to map that complex ecology?

Service Design

connects the

touchpoints together


34

PATIENTACTIONS

PHYSICAL EVIDENCE

ONSTAGECONTACTPERSON

BACKSTAGECONTACTPERSON

Debbie’s Chart Cart

Records/Database

System

Bin System

Check Vitals &

Ask Quest

Place in Kassam

Bin

Meet Dr. Kassam

Kassam Gets Quick

Review

Take Away Chart

Process & Check-out

Records/Database

System

Dictation

Chart Storage System

Door Tag System

See Other Patients

SUPPORT PROCESSES

Sign In

Front Desk

Waiting Room

Front Desk

Front Desk

Hallway Exam Room

MRI & Chart

Exam Room

MRI & Chart

Door Tag Waiting Room

Check-out Room

Waiting Room

Line of Interaction

Line of Visibility

Wait Wait Responds Follow toExam Rm

Wait inExam Rm

AnswerQuestions Wait

AskQuestions

ReturnDoor Tag Wait

Check-out, Pay, & Leave

Check-in

Welcome

Get Patient Chart

See Other Patients

Process

See Other Patients

Brings Door Tag

Back

CallPatient

Grab Door Tag

Escort to Exam Rm

Chart in To Be

Seen Bin

Write Rm # on

Schedule

See Other Patients

Grab Chart

from Bin

Chart Taken by

Staff

Check Patient

Location

Check Patient

Location

Schedule System

Service Blueprint of Presby Neuro Clinic

Line of Internal Interaction

We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr. Kassam play throughout.

Mapping the service blueprint allowed us to see the breakdowns in the clinic experience.

Understanding the Big PictureWhat we found

The backstage processes are quite chaotic.

The system depends solely on Dr. Kassam.

No one actively engages with patients while they wait.

Customer Journeys & Blueprints

Source: Kipum Lee http://kipworks.com


http://kipworks.com

http://kipworks.com

People’s lives and contexts matter



How they live and communicate



How they work



And where services go wrong



Non-intentional design



The role of traditional blueprints

Build

Standardise

Communicate

Plan

Share


Image:http://alttext.com/

Build a house – standards of technical drawing


http://alttext.com

http://alttext.com

Image:http://www.majhost.com/gallery/legomech/CarBlueprints/MBZ-Blueprints/

Communication the details of a Mercedes


http://www.majhost.com/gallery/legomech/CarBlueprints/MBZ-Blueprints/




Image:http://www.chickslovethecar.com

Share the plans for a Batmobile


http://www.chickslovethecar.com


Image: telstar on Flickr

Communicate how to paint a 727




Moving from simple actions and processes

Source: Shostack, G. L. (1984). Designing services that deliver. Harvard business review, 62(1), 133-139.


34

PATIENTACTIONS

PHYSICAL EVIDENCE

ONSTAGECONTACTPERSON

BACKSTAGECONTACTPERSON

Debbie’s Chart Cart

Records/Database

System

Bin System

Check Vitals &

Ask Quest

Place in Kassam

Bin

Meet Dr. Kassam

Kassam Gets Quick

Review

Take Away Chart

Process & Check-out

Records/Database

System

Dictation

Chart Storage System

Door Tag System

See Other Patients

SUPPORT PROCESSES

Sign In

Front Desk

Waiting Room

Front Desk

Front Desk

Hallway Exam Room

MRI & Chart

Exam Room

MRI & Chart

Door Tag Waiting Room

Check-out Room

Waiting Room

Line of Interaction

Line of Visibility

Wait Wait Responds Follow toExam Rm

Wait inExam Rm

AnswerQuestions Wait

AskQuestions

ReturnDoor Tag Wait

Check-out, Pay, & Leave

Check-in

Welcome

Get Patient Chart

See Other Patients

Process

See Other Patients

Brings Door Tag

Back

CallPatient

Grab Door Tag

Escort to Exam Rm

Chart in To Be

Seen Bin

Write Rm # on

Schedule

See Other Patients

Grab Chart

from Bin

Chart Taken by

Staff

Check Patient

Location

Check Patient

Location

Schedule System

Service Blueprint of Presby Neuro Clinic

Line of Internal Interaction

We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr. Kassam play throughout.

Mapping the service blueprint allowed us to see the breakdowns in the clinic experience.

Understanding the Big PictureWhat we found

The backstage processes are quite chaotic.

The system depends solely on Dr. Kassam.

No one actively engages with patients while they wait.Source: Kipum Lee http://kipworks.com

Blueprints in Service Design


http://kipworks.com

http://kipworks.com

Motivations, Emotions & Shared Experiences



area of visibility

P P P PP P P P P P P P PP

scri

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vider

’s s

teps

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applic

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nsu

pport

pro

cess

esse

rvic

e re

pre

senta

tive

onst

age

bac

ksta

ge

implementation

problem with Lotus Notes Mail and Calendar syncing

Lotus Notes Mail and Calendar syncing works

Ticket number

cust

om

er’s journ

ey

i’m pressing ‘3’ and

nothing is happening...

serv

ice

evid

ence

he’s apologizing for soft-

ware malfunction - is this

the same problem i was

just having? or should i be

worrying about something

else?

how long am i being

put on hold for?

he’s talking really fast

he’s assuming i know all the

IBM language even though I’ve

repeatedly told him I was new

is he even listening to

me? he seems to be

typing a lot. and not

paying attention.

what is a ticket number?

6D1511 is before

6A1511 in the menu

choices... did I hear

6D1511 correctly?

finally, the agent is back

he solved the

problem!

Dislike calling call centers

DIAL TALK TO AGENTNAVIGATE PRE-RECORDED MENU WAIT FOLLOW AGENT’S STEPS TO SOLVE PROBLEM PROBLEM SOLVED

HANG UP?

Ask customer what

problem they’re having.Ask for employee serial

number.

Present customer with menu options to

redirect call.

Redirect call after customer inputs a

choice.

Introduce yourself.

Apologize for software

malfunction.

Ask if they are on or

off site.

Look up information regarding

Lotus Notes Mail and Calendar

syncing on database.

Ask what error message

the customer is getting.

Proceed to follow steps outlined in documentation. Ask customer to write down the ticket number.

Email this ticket number to the customer.

Thank customer for calling IBM HELP.

Give introductory speech. Confirm that the

customer’s problem

is solved.

Ask if the customer

has any other

problems.

line of visibility

WAIT FOR CALL INTRODUCTIONDIRECT CALL TO PROPER DEPT. FIND SOLUTION TO PROBLEM WALK CUSTOMER THROUGH PROBLEM SOLUTION GIVE TICKET NUMBERGET PROBLEM CONCLUDE

Bringing emotions into blueprints

Source: Spraragen, S. L. and C. Chan (2008). Service Blueprinting: When Customer Satisfaction Numbers are not enough. International DMI Education Conference.


Expectations versus...



...reality



Time perception is about situations and emotions

Source: thetruthabout on Flickr


If you go here

Source: thomas-merton on Flickr


You expect this

Source: kevinomara on Flickr


You expect to eat fast – waiting is a service failure

Source: amanky on Flickr


If you expect this

Source: http://www.gigipadovani.it


http://www.gigipadovani.it

http://www.gigipadovani.it

Then too fast is a service failure

Source: stlbites on Flickr


From: Opodo <[email protected]>

Subject: Welcome to Opodo

Date: 27 August 2007 15:10:42 GMT+01:00

To: Andrew Polaine <[email protected]>

About Us Privacy Security Terms & Conditions Affiliates Site map Contact us

Payment methods:Visa/MasterCard/American Express/Switch/Delta

Dear Andrew Polaine,

Welcome to Opodo your online travel service. We offer you access to over 500 airlines, more than 65,000

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site. Visit www.opodo.co.uk regularly to keep up to date on our latest offers.

Your user name is apolaine

In keeping with our Privacy and Security policies, we will not email you your password. If at any stage you

forget your password, use this link.

MAKING THE MOST OF OPODO

Now that you've registered, you can use My Opodo to:

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There's also the rest of the site for:

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Our email newsletter for our latest weekly deals on flights, holidays, cars and hotels

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www.opodo.co.uk

email: use our email form

Tel: 0871 277 0090 (calls will be charged at 10p per minute)

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If you need to contact Opodo while you are abroad, please call us on + 44 116 263 3404 (international call

rate applies).

OpodoNot In Address Book

Fast mail


Slow mail



Time information allows for options & decisions



Time information helps change perception

Source: jmpznz on Flickr


As does the situation

Source: lfcastro on Flickr


Rushing for a train – do I really want an hourglass?



Or too many instructions?

Source: suburbanslice on Flickr


Blueprint+ v4.3

Customer

Media-Touchpoint

Time Indicator

Role

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Blueprint + project – a work in progress


Blueprint+ v4.3

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Tracking the journey, touchpoints and interactions


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Emotions versus Expectations


ROLE

Blueprint+ v5.1

PROJECT DATE/TIME LOCATION RESEARCHER PAGES

SMS

Media Touchpoints:

Phone

SMS

E-Mail

Mail

Memo

Face to Face

Server/Database

Problem

Notes/Sketches

TIMELINE

TOUCHPOINTS

Customer journeys & Blueprints


CUSTOMERS LOGO

TIMELINEEmotions:

Neutral

Good/Enjoyable

Bad/Problem

Media Touchpoints:

Phone

SMS

E-Mail

Mail

Memo

Face to Face

Server/Database

Problem

SMS

Blueprint+ v5.1PROJECT

KORALLE 23.02.2010/2 PM SHOP R0MAN AEBERSOLD 1/1DATE/TIME LOCATION RESEARCHER PAGES

0’00 5’00 15’00

ROLE

CUSTOMER

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TOUCHPOINT

ANALYZE 1

ANALYZE 2

NOTES

CHIEF

Blueprints maps out the journeys & ecosystem


Services are experiences

http://www.flickr.com/photos/schaazzz/




Prototyping means prototyping experiences

“Try to design the experience before you spend time on designing the processes and technology needed to eventually run the service.”

- Live|Work





http://www.flickr.com/photos/shainemata/

Prototyping is the suspension of disbelief




Rough sketches


Low tech solutionsImage Source: Andy Polaine


http://www.flickr.com/photos/tobiastoft/

Experience prototyping with tangibles


http://www.flickr.com/photos/92523880@N00/


http://www.flickr.com/photos/yandle/

Keep prototypes rough enough for good feedback




Thank You

Andy PolaineLecturer/Research Fellow - Service Design

T direkt +41 41 249 92 25andrew.polaine [at] hslu.chTwitter: apolaine


