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Service Design 201: Innovating and
Improving the Customer Experience
Welcome
Today’s presentation is brought to you by
Bluespire Marketing
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Today’s Presenter
Laura Andersen
Financial Services Design Strategist
Bluespire Marketing
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Twitter: @LA0811
bluespiremarketing.com
@BluespireMktg
Service Design 201 Agenda
What is service design
Service design in financial services
Your service design toolkit
Helpful resources to use
Q&A
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WHAT IS SERVICE DESIGN
What is Service Design?
If you asked 10 people what service design is, you would
end up with 11 different answers—at least.
- This is Service Design Thinking
Service design helps to innovate or improve services to
make them more useful, usable and desirable for clients;
and efficient and effective for organizations. It is holistic,
multi-disciplinary and integrative.
- Stefan Moritz, service designer
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What is Service Design?
Design
Thinking
Customer
Experience
Design
Human-
centered
Design
• Coined in 1987 by
Peter Rowe
• Adapted for business
by David Kelley in
1991 at IDEO
• Based on user-
centered design
• Also used by IDEO as
foundation of problem-
solving process
• A less formalized
approach that emerged in
response to increasing
focus on customer
experience in the ‘00s
Service
Design
• Defined in the 80s in a
marketing context
• Established as academic
discipline at Koln Int’l
School of Design in 1991
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What It Boils Down to . . .
Humans first
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SERVICE DESIGN IN
FINANCIAL SERVICES
Complexity Dichotomy
Technology has made providing financial
services more complex
Customers’ expectations are that
technology make things simpler
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Our View
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Financial
Institution
Customer’s View
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My Bank/
Credit Union
Empathizing with Customers
It’s critical to understand our customers as
people with rich and complicated lives
Customers are as diverse as any
population, but share common goals:
Make it easy
Help me when I need it
Be trustworthy
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Seeing Service in Their Context
We get so little of our customers’ time and
attention to begin with
They must be able to complete their
task/transaction (regardless of complexity)
simply and efficiently
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Empathizing with Employees
As important as understanding customer
context and needs is understanding
employee needs
Do employees have tools and resources to
deliver service expected of them?
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Across Touchpoints, Over Time
Our relationships with our customers and
clients are not transactional
We have as many opportunities to impress
our customers as to frustrate them
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Across Touchpoints, Over Time
“Little moments of wonder (like this app
offers)—a simple way of making an everyday
problem seem more manageable—are at the
heart of service design.”
- Lauren Ravazi, The Guardian, “How to design a
business that charms customers”
http://www.theguardian.com/small-business-network/2015/nov/16/how-to-design-business-delights-customers 17
SERVICE DESIGN TOOLKIT
Service Design Tools
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Quantitative: What & When
Voice of the customer
Behavioral data mining
Net promoter score
Application analytics
Marketing measurement
Satisfaction surveys and scores
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Using Quantitative Data
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Qualitative: Why
Outputs and insights of the quantitative
research guide our qualitative approach
The qualitative phase is where we begin
uncovering the “Why” of the challenge
we’re facing
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Service Safari
Understand the
environment that the
challenge exists in:
Visit branches
Listen to customer
service calls
Talk to people where
they are
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Persona Development
Personas are tools
we use in service
design to ensure
we’re telling the story
from a developed
human perspective
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Journey Mapping Workshops
Highly collaborative in nature
Sessions help people within organizations who may not have
many chances to work together, but whose responsibilities are
dependent, discover challenges and opportunities together
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Journey & Experience Maps
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Journey & Experience Maps
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Journey & Experience Maps
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Visualizing
Let’s create a MASCOT
Pink bunny
Cute pink nose
Whiskers
A big smile
Buck teeth
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Visualizing
Let’s create a MASCOT
Pink bunny
Cute pink nose
Whiskers
A big smile
Buck teeth
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Visualizing
Let’s create a MASCOT
Pink bunny
Cute pink nose
Whiskers
A big smile
Buck teeth
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Visualizing
Let’s create a MASCOT
Pink bunny
Cute pink nose
Whiskers
A big smile
Buck teeth
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Prototyping
The goal of prototyping is to give people
something tangible to respond to
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Lo-fi Prototyping
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Service Prototyping
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Interactive Prototypes
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Physical Space Prototyping
http://www.core77.com/posts/20435/If-You-Give-Continuum-800-Sheets-of-Foam-Core 37
HELPFUL RESOURCES
Empathy Map
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Rapid Persona Template
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Additional Resources
This is Service Design Thinking, Stickdorn and
Schneider
Gamestorming, James Macanufo, David Gray,
and Sunni Brown
Stanford dSchool tools:
http://dschool.stanford.edu/use-our-methods/
www.servicedesigntools.org
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Additional Resources
Us! bluespiremarketing.com, 800.727.6397
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WRAP-UP / QUESTIONS
Thanks for Joining Us Today!
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We’ll be posting the recording and slides of the
webinar on our blog later this week. You’ll
receive a follow-up email once the link is live.
Stay tuned for details on our 2016 webinars!
http://www.bluespiremarketing.com/blog/October-2015/service-design-101-webinar
Questions?
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Thank You for Attending!
Laura Andersen
Financial Services Design Strategist
Bluespire Marketing
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Twitter: @LA0811
bluespiremarketing.com
@BluespireMktg
