Improving Experiences with Service Design - MOSO2015

Transforming Experiences with Service Design

TesaniDesign.com@tesanidesign@jasonfiske


Sr. StrategistInteractive and Online Services

Co‐OwnerTesani Design

Email

Online Banking

Web Content

Farm Mgmt Software

Call Centre

SEO

Mobile

Website

Relationship Staff

Social Media

FCC Online Experience

Service Design

A shift to a services economy

http://faculty.washington.edu/karyiu/confer/seoul06/papers/kim_hj.pdf

“We don’t think of the Kindle Fire as a tablet. We think of it as a service.”

Jeff Bezos, CEO of Amazon

80% of companies believe they deliver an outstanding or a superior customer experience.

8% of their customers agree.

http://bain.com/bainweb/pdfs/cms/hotTopics/closingdeliverygap.pdf

How’s that working for you?

$40 BillionEstimated dollars spent in the US advertising services

$2 BillionEstimated dollars spent in the US designing those services

http://www.adaptivepath.com/ideas/serious‐service‐sag/

I wonder why?

You’re doing it wrong

What is Service Design?

Service Design is a method to deliver the best possible experience from the perspective of your user.

Customer Service Provider

UsefulUsable

Desirable

EffectiveEfficientDistinctive

ExperienceDesign

ServiceDesign

InteractionDesign

A great experience between a person and a product

A great experience across all touch points.

A great experience across all touch points, while understanding and designing the ability to deliver for the long term.

Service Design

Line of sight

(Front stage)

(Back stage)

User experiences

Internal elements of service delivery

Multiple touchpoints Physical Evidence Physical Evidence

Front stage employee actions

Back stage employee actions

Support processes and IT

LogisticsBack stage employee actions

Image by Jesse Grimes – The challenges and opportunities of service design, 2013

Service designers come from all backgrounds

Marketing

UX Product Owners

Strategy

IT

Research Design

CX

InnovationOperations

Sales

SD

Data analysis/Design Research

Preparation

• Define the problem or opportunity• Be as specific as possible• Determine information gaps and research needs• Develop a plan for compiling knowledge• Establish the team• Engage stakeholders for participation• Be prepared to change your approach as you go

Ecosystem MappingDiscovery

http://www.fitch.com/think‐article/dreaming‐exploring‐locating‐understanding‐the‐new‐customer‐journey/

• Scribe and slap the following:– Players– Influencers– Resources– Channels– Locations– Systems– Artifacts

• Analyze for logical organization and how entities relate to one another



Check in

Flight notifications

Boarding

Travel to gate

On‐flight entertainment

Pre‐flight snack

Baggage pick‐up

Pre‐flight snack


An ecosystem map can allow analysis to make considerations such as:

– Areas that are off limits within the initiative– Other players that should be involved on the team– Dependencies for change– Factors that will require deep or focused research– Initial direction on what to consider when developing the

overarching plan



https://www.flickr.com/photos/rosenfeldmedia/8461138803/sizes/c/in/set‐72157632731881073/

Discovery

More focus on needs and less

focus on features


Data analysisDiscovery

Design ResearchDiscovery

Design Research

Design research informs us by…

• Building empathy• Challenging biases• Understanding context• Discovering experiential and functional needs• Uncovering unmet needs / new opportunities

Discovery

Design ResearchDiscovery

Sparks Creativity

Discovery

Interviews

Focus Groups

Prototype Testing

Card SortingService Intercepts

Diaries

Service Safaris / Observation / Shadowing

Heuristic Evaluation

Design research tools

Design research should look and listen for...

• What triggered the use of the service?• What were her expectations?• What actions did she take?• How did she feel at different points in time?• What what was she thinking at specific moments?• What touchpoints did she interact with?• What people were involved?• What were the physical locations did actions take place?• What was her lasting impression?

Discovery


Personas

Discovery

Discovery

Discovery

From About Face: The Essentials of Interaction Design (Fourth Edition. Wiley, 2014)


Journey

• Understand your customer’s world and immerse yourself in it • Become empathetic to their experiences• Learn their behaviours and motivations• Create a tangible story

Discovery

Journey MapsDiscovery

Discovery

Why not a process map?

Journey Map Creation

• Capture data that’s representative of the customer• Combination of workshops, interviews and some observation • Can include customers and customer facing staff

Discovery

Journey Map Building Blocks

StagesMeaningful chunks of

activities

ActionsWhat people are doing

EmotionsNeeds, feelings and

perceptions

PeopleWho is involved

ContextPlace and environment

Products and Services

Discovery

Journey Maps ‐ FCC

• Workshops with customer facing staff across Canada.• Mapped one journey for a common and key experience• Captured the following data points:

– Objectives– Doing– Thinking– Feeling– Other players– Pain points– Quality of the experience– Opportunities

Discovery

Journey Maps ‐ FCC

New customer, new loan to purchase land

• Farms with his brother, transitioned ownership from their father.• New land is coming for sale next to his. It will be sold via auction• Daryl is willing to spend up to $400K• Has never purchased land• They are in good financial standing with lots of equity and have

the ability to make the down payment on the land purchase• Daryl isn’t highly knowledgeable about lending and financing

options• He wants his son to be part of the process in his education toward

transition• In the end, they will finance with FCC

Discovery

Discovery

Journey Map Workshop Tips

• Have a detailed and specific scenario• Start outside of your scenario and work you way in• Use your personas• Review both with participants before you start• Walk through the journey in a sequential order• Let the participants write and stick• Have lots of sticky notes

Discovery

Discovery

Fidelity

Insert learning event journey map here

Journey Map Outcomes

• Deep understanding of your service experience• Knowledge of channel / touchpoint preference and effectiveness• Insight into moments of truth, pain points and opportunities• An effective communications tool to gain alignment, empathy

and clarity

Discovery

Service Blueprints

Discovery

Service Blueprints

• Documents what is required to make an experience a reality• Looks at the direct touchpoints / channels only• Considers the perspective of the user and the provider• Identifies pain points / opportunities for both the service user

and the service provider

Discovery

Collaboration is key

Discovery

Service Blueprint Workshop Tips

• Make your scenario as specific as possible.• Bring together people from diverse areas.• Don’t solution yet – but ideation is key.• Don’t dialogue to death on a given point.• Assign takeaways for further analysis.• Let participants write and stick.

Discovery

Discovery

Service Blueprint vs. Journey Maps

Blueprints:

• to identify process breakdowns and opportunities for process improvements

• Identify both internal and customer pain points and service gaps

• to inform an implementation plan for a new service

• to define a vision for how a service or touch point(s) could be improved

Discovery

Journey Maps:

• to identify customer pain points and service gaps

• to design a new service with customer experience at the core

• to examine the customer experience across touch points of a service

• to identify other factors that come in to play for your customer outside of your touchpoints and channels

http://www.cooper.com/journal/2015/5/journey‐map‐or‐service‐blueprint#more


• Analyze key insights• Review pain points• Highlight actionable

key findings• Establish service

experience principles• Creative thinking /

High level concepts

Ideation / ConceptualizeDesign

Experience PrinciplesDesign

Needs and Insights Experience Principles

Strategy and Design Criteria

Experience PrinciplesDesign

1. Focus on working smarter and anticipating needs2. Instill pro‐activity to let personality shine3. Enable guests to feel comfortable in public spaces using subtle gestures 4. Provide options and a sense of control5. Aim to help guests feel refreshed, refueled, and recharged

http://www.ideo.com/work/redesigned‐courtyard‐lobby‐experience


Design sprints / PrototypesDesign

Fail early, fail often and fail cheap

Variations of prototypesDesign

Photo creditservicedesignmaster.com

Co‐DesignDesign

Design

Day 1. Sketchboarding“But I don’t know how to draw!” ‐ It doesn’t matter!

Design

Day 2. UX Team Sketches

Day 3. Present Sketches & RefineEach team refines the UX sketches from scratch

Design

Day 4. PrototypeThe UX team starts to prototype. (Axure, etc…)

Design

Day 5. Present to stakeholdersPresent the prototype and collect feedback

Design

Prototype

• A prototype brings your concept to life• Allows you to test the concept with users• Can save your organization $$$• People need to experience a service or touchpoint before

they can tell you what really makes a difference.

Design

Design

www.gv.com/sprint


• We spend a significant time with ‘storytelling’ to our customers. (marketing)

• We need to take that approach and apply storytelling to gaining business support and alignment.

• Your organization should FEEL what it's like to experience every touchpoint.

Define

Clearly define the future vision

"Work with stakeholders until they know the story so well, they are constantly telling and retelling it themselves."

‐ Dane Howard, eBay

Define

Clearly define the future vision

Future State Journey/Experience Map

Define

Future State Service Blueprint

Define

StoryboardsDefine

http://servicedesigntools.org/sites/default/files/res_images/STORYBOARD_03_0.jpg

PrototypesDefine


Blueprinting

Prioritization

Channel roadmap

Blueprinting

service‐design‐network.org

servicedesigntools.org


Improving Experiences with Service Design - MOSO2015

Business

designresearch discovery

dataanalysis discovery

dataanalysis designresearch

ashifttoaserviceseconomy

servicedesign lineofsight

jasonfiske sr

checkin flight notifications