Service Design for Intranets

Service Design for intranetsMaish NichaniPebbleRoad

Intranets201217 May 2012

1Tuesday, May 22, 12

About me

Founder and Principal of

www.pebbleroad.com

Manager’s Guidebook to Intranet Redesign Projects

Organizing Digital Information for Others

Manager’s Guidebook to Intranet Redesign Projects

Organizing Digital Information for Others

@maish


http://www.pebbleroad.com

http://www.pebbleroad.com

“Intranets are changing immensely at a pace we’ve not seen before”William Amurgis

Technology

Nature of business


Changing times

Organisation

Market

Society


Society

Stewart BrandThe clock of the long now

http://longnow.org/about/5Tuesday, May 22, 12

http://longnow.org/about/


Market

Expectation of a benefit

Quality of experience

www.bain.com/bainweb/pdfs/cms/hotTopics/closingdeliverygap.pdf6Tuesday, May 22, 12



Organisation

Old way

Hacker way

http://www.stuff.co.nz/technology/6355954/Zuckerberg-describes-FBs-hacker-way















Workplace

2004 2012

Can my department get a place to store and retrieve documents?

Can staff have realtime access to datasets in multiple formats and on the web and mobile channels?


Workplace

2004 2012

Simple

Complicated

Well-defined

Ill-defined

Low expectations

High expectations

Viewed as a convenience

Viewed as business driver

INTRANET

DIGITAL WORKPLACE


Digital workplace

Document libraries

CollaborationData services

Business intelligence

Customer Relationship Management

Communications

Virtual meetingsMobile services

DIGITAL WORKPLACE


Digital workplace

Doc

umen

t col

lect

ions

Col

labo

ratio

n

Dat

a se

rvic

es

Busi

ness

inte

llige

nce

Cus

tom

er R

elat

ions

hip

Man

agem

ent

Com

mun

icat

ions

Vir

tual

mee

tings

Mob

ile s

ervi

ces

DIGITAL WORKPLACEJob to be done


“People don't want to buy a quarter-inch drill, they want a quarter-inch hole.”Theodore Levitt


All togetherAs one=

Digital workplace

Focused on the job DIGITAL WORKPLACE


Digital workplace

http://www.steptwo.com.au/papers/kmc_keysdw/index.html14Tuesday, May 22, 12

http://tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html


How does one come up with such ideas consistently?


Response

2004 2012

Usability

Service DesignUser experience design

User-centric design


The proposition

Think Service Design when designing the Digital Workplace


What is Service Design (SD)?


“A brand is a living entity—and it is enriched or undermined cumulatively over time, the product of a

thousand small gestures.”Michael Eisner, former CEO of Disney


“A brand is a living entity—and it is enriched or undermined cumulatively over time, the product of a

thousand small gestures.”

Quality of the experience

Services over time, across channels

Evolving, adapting


“Service design is the application of established process and skills to the development of services. It is a creative and practical way to improve existing services and innovate new ones.”Live | Work, 2010


Elements of SD


1

2

3

Focus on customer

Focus on service thinking

Cross channel

Elements of SD


Focus on customer1

Learn

Do Observe

Ask


Focus on customer1


Focus on customer1

Personas

http://webstyleguide.com/wsg3/2-universal-usability/5-in-design-process.html26Tuesday, May 22, 12

http://webstyleguide.com/wsg3/2-universal-usability/5-in-design-process.html

http://webstyleguide.com/wsg3/2-universal-usability/5-in-design-process.html

“A service is using your competencies and skills to benefit another person.”Robert Luschhttp://www.youtube.com/watch?v=Rzy-foIvo6k

Focus on service thinking2


http://www.youtube.com/watch?v=Rzy-foIvo6k

http://www.youtube.com/watch?v=Rzy-foIvo6k


I�� want�� a�� place�� to�� rest�� and�� catch�� up�� with�� friends

Can�� someone�� help�� me?

I�� can�� help�� you!

2




Quality of experience

2



Staff

IT systems Physical environment

Customers

2




I�� can�� help�� you!

I�� can�� help�� you�� too!

2


Cross channel3

Space Print Web MobilePeople ...

Multichannel

Cross channel


Cross channel

Source: The rise of cross channel UX design

3

Mobile Web

Space

Kiosk

Print


http://uxmatters.com/mt/archives/2011/10/the-rise-of-cross-channel-ux-design.php

http://uxmatters.com/mt/archives/2011/10/the-rise-of-cross-channel-ux-design.php

Cross channel


3




Examples of SD http://www.ideo.com/work/business-process-redesign

http://www.amazon.com

http://www.mint.com

http://www.stby.eu/2008/10/20/service-design-example/

http://www.nytimes.com/2010/12/28/business/media/28disney.html


http://www.ideo.com/work/business-process-redesign




















SD process


SD process

Discover Ideate Develop Implement

Co-creation

End-to-end Cross channelHolistic

Staging


SD toolkit

Discover Ideate Develop Implement

Stakeholder maps

Customer journey maps

Business model canvas

A day in the life

...

Idea generation

Storyboards

Prototypes

Service blueprints

...

Measurement

Training

Support

...

Storyboards

Prototypes

Service blueprints

...


Customer journey maps

http://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customer-experience-using-customer-experience-journey-maps/




How to use SD for the intranet?


Induction journey map

First day at workAdmin workWork matesComputerFirst project



First day at workAdmin workWork matesComputerFirst project

ConfirmationThe offerNegotiations

InterviewGreetingInterview

First interactionJob adApplicationAcknowledgement



Expectations

Experiences

How can we do better

Firs

t day

at w

ork

Adm

in w

ork

Wor

k m

ates

Com

pute

rFi

rst p

roje

ct

Con

firm

atio

nTh

e of

fer

Neg

otia

tions

Inte

rvie

wG

reet

ing

Inte

rvie

w

Firs

t int

erac

tion

Job

adA

pplic

atio

nA

ckno

wle

dgem

ent


Stakeholder maps

IT team

HR teamFrontline staffWeb team

Intranet team Staff

EXTERNAL

INTERNAL

Icons from: http://thisisservicedesignthinking.com/


http://thisisservicedesignthinking.com/


Service blueprint

First day at workConfirmationInterviewFirst interaction

User actions Apply for job Arrive at officeTake interview

Accept offer Arrive at office

Job ad

Application form

Website copy

Social media postsThank you card Email letter

Induction pack

Digital workplace

Post job adUpdate websiteBlog, Tweet job opening

Greet on arrivalInterviewSend Thank You card

Email offer letter Greet on arrivalStart induction process

Frontstage

Create job adCreate web copyCreate social media copy

Prepare for interview

Prepare offer letter Greet on arrivalTake through induction process

Backstage

Business dept. HRCorp commsWeb team

HRFront deskInternal comms

Business dept. staffHR

Business dept. staffHRFront deskIntranet team

Teams


Service blueprint


More...

Tip > Investigation > Legal > Verdict > Policy

Before trip > During trip > After trip

Before writing > When writing > After publication


3 ways to apply SD

1

2

3

As a layer of meaning to an ongoing project

As a way to re-imagine a big pain point. E.g. procurement

As a support service for long-term organisational design


Resources

http://www.service-design-network.org


http://www.servicedesigntools.org/

Text


http://www.service-design-network.org/

http://www.service-design-network.org/



