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Service frameworks and toolkits: Making design artefacts actionable
Sarah Stokes @_sarah_lucy
Karina Smith @kreategirl@meldstudios
Service frameworks and toolkits: Making design artefacts actionable
What we’ll cover today:
Why: The external and internal influences that surface the need What: The elements and purpose of the artefacts How: The process and people that make it happen Use: How the artefacts are being used in the organisation Key takeaways: Checklist, principles and learning
Service frameworks and toolkits: Making design artefacts actionable
Title Text
Why: Frameworks and toolkits
Service frameworks and toolkits: Making design artefacts actionable
The problem space: external influence
BRANCH
Technology & industrydisruption
Changes in need &
behaviourIncreased customer
expectation
Service frameworks and toolkits: Making design artefacts actionable
Overarching business vision
Service strategy & execution
Overarching customer needs & expectations
Customer segment needs expectations
Banker needs & expectations
Customer tasks
The problem space: internal influence
Original intent:
To transform service experiences and measure success.
Outcome:
To bring people together to create a shared understanding of the customer needs and expectations in context of the organisation.
Service frameworks and toolkits: Making design artefacts actionable
Title Text
What: Frameworks and toolkits
Service frameworks and toolkits: Making design artefacts actionable
What the framework and toolkits do:
Understand what is known • Synthesis of
existing research. • Shared view of
customer needs and expectations.
Identify opportunities
•Opportunities for service reform emerge from seeing the key moments, gaps, pain points in the customer’s current journey.
Develop & test ideas • From the
opportunities ideas are generated, and tested against the articulated understanding of the customer need.
• Refined ideas are then taken out to customers and refined.
Communicate ideas • A language and
framework from which to communicate your ideas and their benefit to the customer and the organisation.
Service frameworks and toolkits: Making design artefacts actionable
Elements: service frameworks and toolkits
Framework
1 Customer lifecycle, needs and goals
2 Key customer types
3 Principles & guidelines
4 Examples of guidelines brought to life
5 Humanising variables
6 The customer experience within a system
Toolkit
7 Simplified design tools
Service frameworks and toolkits: Making design artefacts actionable
1: The customer lifecycle, needs, goals
Sub-phasePhase description
PHASE
Future customer experience. What will the customer say?
What we know. The current custome experience
ADDITIONAL OUTCOMES FOR KEY CUSTOMER TYPES
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elementum lacinia. • Proin in luctus ante, sit amet condimentum mi.• Morbi euismod odio eget sem tincidunt.
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Etiam leo est, venenatis pellentesque aliquet in, rhoncus quis metus.
• Nulla fermentum tellus rutrum tincidunt consectetur. Ut ut enim sem. Pellentesque volutpat velit vel rutrum pellentesque.
CUSTOMER CONTEXT• In hac habitasse platea dictumst. • Phasellus volutpat leo id tincidunt lobortis.
Nulla eu libero lectus. • Vivamus sit amet dignissim massa. Nullam
venenatis aliquam elit, vitae vehicula orci sollicitudin in.
• Curabitur suscipit tortor eget velit dignissim, sit amet sodales tellus rhoncus.
• Aliquam viverra nisl sapien, quis iaculis erat fermentum a.
• Aliquam rhoncus in orci vel maximus. Nunc sit amet arcu auctor elit dignissim commodo. Maecenas nec aliquam mi.
CURRENT STATE PAIN POINTS• Nam molestie nunc non porttitor dictum.
Mauris in justo vel ex rutrum convallis in a sem. • Vestibulum ante ipsum primis in faucibus
orci luctus et ultrices posuere cubilia Curae; Phasellus non gravida odio.
• Fusce ex ligula, volutpat posuere ligula eu, hendrerit condimentum nisi. Aliquam erat volutpat.
“ Quote from the customer.”
Guidelines Future experienceChallenging assumptions• Donec vitae lobortis lectus, quis mattis nulla.
Etiam leo est, venenatis pellentesque aliquet in, rhoncus quis metus.
• Nulla fermentum tellus rutrum tincidunt consectetur. Ut ut enim sem. Pellentesque volutpat velit vel rutrum pellentesque.
• Nam molestie nunc non porttitor dictum. Mauris in justo vel ex rutrum convallis in a sem.
• Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Phasellus non gravida odio.
• Fusce ex ligula, volutpat posuere ligula eu, hendrerit condimentum nisi. Aliquam erat volutpat. Principle
Customer type
• There are options available for me as an emerging business
• Westpac were there right from the start to help me grow my understanding of how to best manage my business finances
• I feel assured that I’m doing the right thing
Customer type
• I have options to help me be more efficient that are just an extension of my current service
Supporting research 6, 9, 21, 26, 32, 48
What’s important for customers at this stage
Service frameworks and toolkits: Making design artefacts actionable
What is the scope of the customer cohort?
What are the universal needs of all customers in this phase?
Do particular customer types have distinctive needs?
2: Key customer types
Service frameworks and toolkits: Making design artefacts actionable
In this context the principles are general truisms based on customer feedback.
The guidelines are more specific and can be used to measure against.
3: Principles & guidelines
Principle Guidelines
Service frameworks and toolkits: Making design artefacts actionable
The expression of the service will depend on the what the customer is trying to achieve at any given time, their perceptions and previous experience.
4: Contextual lenses
Emotions Complexity Frequency Time & location Channel
Service frameworks and toolkits: Making design artefacts actionable
5: The customer experience within a system
external
interactions How and where the organisation and the customer meet
experiences What the customer takes away from the interaction(s)
touchpointsKey moments in the interactionbetween organisation and customer
internal
systemsTechnology and infrastructure that a company relies upon to operate
channelsMedium with which the organisation communicates with their customers
processWays of working. The policies thatguide how the business is run
Service design diagram by Meld Studios is licensed under a Creative Commons Attribution-NoDerivs 3.0 Unported License © 2012 Meld Studios - http://www.meldstudios.com.au
Service frameworks and toolkits: Making design artefacts actionable
Current state • Understand the context
• Map the service journey
• Identify existing programs of work
Future state • Use the guidelines to transform the
service
• Prioritisation
• Identify organisational enablers
7: Simplified design tools
Service frameworks and toolkits: Making design artefacts actionable
Title Text
How: Frameworks and toolkits
Service frameworks and toolkits: Making design artefacts actionable
The process: who’s involved
Sponsor(s) & stakeholders • Identify influencers, disrupters, champions, derailers
• Stakeholders have individual agendas - stay true to the project intent.
• Managing stakeholders through design process - need to build trust in each other the process, and that you will get there.
Practitioner lead - translator - broker • Actively listen to understand and uncover needs
• Don't say no to suggestions - say yes and... build trust and collaboration
• We don’t all think the same - cross functional, diverse audience
Practitioner team & customers • Designers - be the voice of the customer and the staff
• Customers
• You are aligned in what you are trying to achieve at each step of the way (provocateur)
Service frameworks and toolkits: Making design artefacts actionable
The process: what’s important
1. Setting up • Identify influencers, disrupters, champions, derailers
• Framing question (brief) - focus on business need, not expected outcome
• Governance - who's the one person to guide
• Operating rhythm - set up a regular catch up and frequent check ins
2. Creation •Work with the teams who will use the frameworks and
toolkits to understand what they need. Test the toolkit concept with users through design jams and real life examples
•Test your thinking with customers
•Externalise the thinking - the best chance of success comes with sharing often and early. Stakeholders are busy, need a place for ad-hoc drop-ins. We don’t like surprises! We want people to be yawning by the final presentation.
Service frameworks and toolkits: Making design artefacts actionable
Title Text
Use: Frameworks and toolkits
Service frameworks and toolkits: Making design artefacts actionable
Strategic direction
• Service focus • The basis for future service
designs • Aligns minds around focus
areas in light of the entire service
A solid start
•A ready understanding of customer needs in context
•Reusable elements to create deliverables
Measurement
• Guidelines and principles become a checklist
Use: in the wild
Service frameworks and toolkits: Making design artefacts actionable
Use: content creation
Before After
Service frameworks and toolkits: Making design artefacts actionable
Use: future state envisioning
Service frameworks and toolkits: Making design artefacts actionable
Title Text
Key takeaways: Frameworks and toolkits
Service frameworks and toolkits: Making design artefacts actionable
Checklist: for creating frameworks and toolkitsChecklist: for creating frameworks and toolkits
1. Have a clear guiding statement
2. Focus on the need or problem, not the solution or outputs
3. Identify influencers, disrupters, champions, derailers
4. Don't say no, say yes and...
5. Establish an operating rhythm
6. If something doesn't feel right call it out
7. Make the process visible - commandeer a wall
8. Stay true to the customer voice
9. Human needs change less frequently - aim for timeless artefacts
10. Have a plan for the artefact post delivery (communication / champion / distribution / evolution)
11.Simplicity
Thank you Sarah Stokes Customer Experience Principal, Digital [email protected]
Karina Smith Principal, Meld Studios [email protected]