Next Library Service Safaris

Patrick Quattlebaum

@ptquattlebaum

Iran Narges

@inarges

@adaptivepath

#xmapping

23 JUNE 2014

!

Mapping Experiences: Service Safaris

DATEADAPTIVE PATH PROJECT TITLE

INTRODUCTION

PATRICK QUATTLEBAUM MANAGING DIRECTOR ADAPTIVE PATH

NEXT LIBRARY 2014 | MAPPING EXPERIENCES: SERVICE SAFARIS

MELANIE HUGGINS EXECUTIVE DIRECTOR RICHLAND LIBRARY


We’re partnering to create more useful, usable, and enjoyable service experiences for library customers and staff. MARGARET SULLIVAN

FOUNDER MARGARET SULLIVAN STUDIO


WE’RE RE-DESIGNING OUR PHYSICAL ENVIRONMENTS…

ADAPTIVE PATH ON SERVICE DESIGN 6


OUR BROADER ECOSYSTEM OF CUSTOMER TOUCHPOINTS…



AND OUR SERVICE MODEL… WHICH IS CHALLENGING AND FUN!


9

Service DesignService design applies design methods and craft to the definition and orchestration of service experiences.

Examines the operations, culture, and structure of an organization for impact on service experience.

INTRODUCTION



Service design can be an activity that an organization embraces, that everyone can be involved in.

DATEADAPTIVE PATH PROJECT TITLENEXT LIBRARY 2014 | MAPPING EXPERIENCES: SERVICE SAFARIS

Directed Storytelling


Experience Mapping


Service Concepts


Service Storming


Service Visions


Service Blueprints

Our objectives today→ Introduce you to a few key service design concepts

→ Show you how to use Service Safaris to inspire your team to create more innovative, customer-centered experiences

→ Give you a chance to try Service Storming, a method for quickly creating service experience concepts

INTRODUCTION



FROM TOUCHPOINTS TO JOURNEYS

DATEADAPTIVE PATH PROJECT TITLEADAPTIVE PATH ON SERVICE DESIGN

FOCUSING ON END-TO-END EXPERIENCES

DATEADAPTIVE PATH PROJECT TITLEADAPTIVE PATH ON SERVICE DESIGN

Companies have long emphasized touchpoints... but this focus distracts from the more important picture: the customer’s end-to-end experience.

PHYSICAL LIBRARY

Phone

Website

Marketing

Mobile

TOUCHPOINTS


A touchpoint focus…→ Leads to service experience fragmentation

→ Reinforces organizational structure over customer needs

→ Creates wasted investments in low value touchpoints

→ Offers customers fewer choices

→ Increases customer frustration

→ Limits innovation



TOUCHPOINTS NEED TO WORK IN CONCERT WITH ONE OTHER

PHYSICAL LIBRARY

Phone

Website

Marketing

Mobile

TOUCHPOINTS


over timeEXPERIENCE

SERVICE

EXPERIENCES OUTSIDE OF YOUR SERVICE CAN INFLUENCE THE DESIGN

OF YOUR SERVICE.

JOURNEYS


CUSTOMER

LIBRARY

- EN

JOY

MEN

T +


EMOTIONAL JOURNEY


PATIENTACTIVITIES

INFORMATIONNEEDS

Critical MomentPatient sees Care Provider

activities

i think i need helpstages discover what is wrong with me make me better maintain my new normal

1 2 3 4 5 7 8 9 10 11 12 13 14

Critical MomentPatient needs JMH

Critical MomentSeverity of condition can determine the tone of the journey Redirect

Get patient on correct path: ER/UC/PCP

May have been directed from routine PCP visit

Critical MomentPatient gets diagnosis

Critical MomentPatient gets or starts treatment

Critical MomentGet patient on the road to normal

Critical MomentPatient sees Care Provider

RedirectReferred to Specialist, patient is looking to connect with right Care Provider for them

6

+ ANXIETY

+ RELIEF

STORY ARCThe relative change in anxiety and relief and the range in patient stories

EXPERIENCE DRIVERS

UNDERSTANDING: Building knowledge and clarity

REPETITION: Multiplying the unknown

UNKNOWN: Creating uncertainty and obscurity

STABILITY: Progressing and sense of security

COMFORT: Growing ease and alleviation

DOUBT: Growing skepticism and mistrust

HIGH IMPACT

key momentsomething feelswrongUnsure what is wrong. Scare of the unknown.

my needs Validate that I need help

key momentdecide to get helpConfident I will get help and hopeful that I can get answers.

my needs Be ready for me

key momentmonitor treatmentConfident in my care. Clear expectations of what is progress. Access to my Doctor just in case.

my needs Access to help when needed. Reassurance that there is progress.

key momentcheck-upsConsistent access to my Doctor. Confident in my care and prepared if anything comes up.

my needs Show me progress

key momentsee a specialistConfident in my care and trust in Doctor. Empathy for my situation.

my needs Be my rock and hub of information

key momentchoose treatment optionClear expectations of how my life will change with helpful resources. Empathy for my situation.

my needs Understand how this will impact me long-term

key momenttalk to doctors to see what is going onNo empathy or comfort. Feel rushed and unimportant to my Doctor.

my needsListen to me so I can trust you

key moment

change treatmentNo set expectations of progress. No confi-dence in my care or doctor.

my needsProvide me options

key momentget tests and review resultsNo clear answer, so no confidence in my care. No expectations of when we’ll know.

my needsNeed expert of my disease to help me

Finding the right Care Provider who can act as a partner and set clear expectations early in your journey is a key driver of overall experience. Having access to this care is paramount.

Chronic CarePatient Experience Map

check-ups• Continue routine checks up and tests• Repeat new treatments/monitoring if

needed

something feels wrong• Having pain or onset of symptoms• Notice a sudden change in at-home

monitoring

i think i need help• Call Primary Doctor or a General Line • Ask family/friends with similar symptoms• Self diagnose• Google triage

1

2

1

2

3

4

3

4

5 7

7

10

11

12

11

12

1413

1413

8

8

9

10

9

6

5

6

decide to get help• Go to the ER or Urgent Care Center• Schedule a visit with Primary Doctor

talk to doctors to see what is going on• Explain my symptoms• Answer questions• Visit PCP or Specialist

get tests and review results• Nurse or techs administers tests• Wait• Get referral for Specialists

see specialists• Doctor may give initial diagnosis• Get more referrals• Get additional tests• See multiple Specialists

get diagnosis • Ask additional questions• Hear results of the tests and what

they mean• Learn about diagnosis and what that means• Do my own research to validate diagnosis or

learn more

choose treatment option • Hear treatment option(s)• Do my own research to validate

treatment decision

get treatment• Get initial treatment administered by

Doctor or Nurse• Receive follow-up instructions to monitor

get prescriptions• Start an ongoing treatment, like medication

or at home care• Receive instructions on how to continue

ongoing treatment at home

maintain overall health• Fix other things that are impacted by my

chronic treatment• Exercise and diet• Get emotional and social support

monitor treatment • Monitor and log progress at home or

through visits• Monitor side effects and effectiveness

change treatment• By phone or doctor's visits• Change or add doctors if needed• Repeat

something feels wrong• Symptom checker• Google triage• Primary care phone number for triage

i think i need help• Where do I go for what• Triage Phone Number• Insurance benefits - cost/benefit of where

to go

decide to get help• Facility address• Time of appointment• Phone numbers

talk to doctors to see what is going on• Prepared questions• What I should tell my doctor

get tests and review results• Tests and what they are for• Results• Referral for Specialist

see specialists• Coordinated appointment with Specialist• Managed list of who I've seen for what

get diagnosis • Why this is happening to me• What the diagnosis is • Expectations of how things will change

choose treatment option• Why this treatment• Side effects• What treatment will entail

get treatment• Who to call for what• Discharge papers and after-care instructions• Prescription • Doctor's note

get prescriptions• Side effects• Prescription information• After-care information

maintain overall health • Other ways my life will be impacted• Resources to manage social and

emotional changes

check-ups• Update on my progress• Lab work

monitor treatment • What to look out for• Instructions• Doctor’s phone number for emergency

change treatment• Doctor’s phone number for emergency• When to call

GET TREATMENT

"I appreciated that he didn’t sugar coat it, but was still hopeful."

GET DIAGNOSIS

"You never forget this moment, no matter how gently your Doctor breaks the news."

MONITOR TREATMENT

"Things seem to return to normal and then there is this curve ball."

CHECK-UPS

"I still don’t feel like I’ve got the answers I need to deal with this."

MAPPING EXPERIENCES

ADAPTIVE PATH ON SERVICE DESIGN

Organizations must…→ Understand their customers’ journeys to determine the

right touchpoints to create to meet their needs

→ Move their staff’s mindset from process to experiences

→ Focus on the connections between touchpoints as much as the touchpoints themselves

→ Design how services are delivered based on a clear vision for the customer experience




SERVICE SAFARIS

30

When you think about service safaris, think about Indiana Jones.

CALLOUT LOREM IPSUM

DOLOR SIT AMET

CONSECTETCALLOU

T

SWATCHES

GRAPHIC ELEMENTS


Service Safari Exploring service experiences in order to uncover better and more innovative approaches to meeting customer needs.

Types of Safaris→ Follow common scenarios of your current services

→ Experience competing services

→ Learn from analogous spaces to bring new ideas to your organization

→ Just being a customer and paying attention to the services that you interact with

SERVICE SAFARIS


DATEADAPTIVE PATH PROJECT TITLE36NEXT LIBRARY 2014 | MAPPING EXPERIENCES: SERVICE SAFARIS

I’m in a store to get yogurt


I check into Foursquare


I get a card with instructions to register online


Trips later, I finally go online to register


I end up on a second website…


I look at my card and enter my number


(at least I think I do)


The number looks right to me…


I find a link to check my card balance


I look at my card again (again)


The number is valid


Back to munchies.com


But I don’t have an account!!!


I call a (non-toll free) number


And get voicemail!!


13 touchpoints across store, the card, the web, mobile, and the call center

I’m not registered. AND I DON’T HAVE FREE YOGURT.



Revenge is a dish best served cold.


Apple Store RETAIL

Umpqua Bank FINANCIAL SERVICES

Style Seat HEALTH & BEAUTY

Marriott Hotels HOSPITALITY

Chipotle FOOD SERVICES

Stitch Fix RETAIL

W Hotel HOSPITALITY

Umpqua Bank FINANCIAL SERVICES


Service Experience Attributes→ Convenient Options

→ Knowledgeable Staff

→ Proactive Expectation Setting

→ Orchestration Across Touchpoints

→ Thoughtful Attention to Detail

→ Personalization

→ Staff Personify Brand

SERVICE SAFARIS



Being new to town with a sick son was overwhelming. Carol, the nurse that answered, was reassuring and able to find me a doctor in the area that could see us within the hour.

All I cared about was getting him in to the doctor. Laura who greeted us was sweet and took my information without keeping us too long. Within minutes, the nurse came out to get us.

During the visit, I realized this was the doctor for my son. On our way out, we received information on how to access care, which has been on my refrigerator ever since.

When Carol called me back the next day to check in on us and see if I had any follow-up questions, I knew I made the right decision.

We’ll find you something as soon as we can. Have you given him anything to treat the fever?

I’ve alerted the nurse that you’re here and he’ll be right out. But first, let’s scan your insurance card and ID.

Thanks for checking in, Carol. The doctor you found me was great!

I’m glad my friend gave me this number.


What to Look For→Who do you interact with? What do they do?

→What touchpoints do you interact with?

→What can see, hear, feel, touch, smell?

→What spaces do you experience and how are they organized and presented?

→ Are there moments that were unexpected?

→ Are there moments of confusion? Delight?

→ Does the experience feel seamless? Fragmented?

→What was your lasting impression?

SERVICE SAFARIS



This is a list item 1



PLACEHOLDER IMAGE – REPLACE

SEEING

DOING(ACTIONS)

FEELING(MOTIVATIONS)

HEARING

THINKING(FRAMING)

DEVICE

RELATIONSHIPSTIME PLACE

CONTEXT

Common Touchpoints→ Agents of the service (front-line staff)

→ Artifacts: signage, pamphlets, computers, receipts, etc.

→Websites, mobile sites, and apps

→ Customer service (call centers, online chat, etc)

→ Physical locations

→ Email, texts, mail, and other direct communications

→ Products

→ Other customers!

SERVICE SAFARIS


ADAPTIVE PATH | EXPERIENCE MAPPING 62

ARTIFACT

ARTIFACT

LOCATION

ACTOR

ACTOR

ACTOR

ARTIFACT

ARTIFACT

ARTIFACT

AGENT

AGENT


RICHLAND LIBRARY STAFF SAFARIS


Safari #1 How do retailers use signage to serve, inform, and engage?

Paul Hernandez Technology Projects and Services Coordinator



DIGITAL MENU BOARD. INFORMATION CAN BE CHANGED ON THE FLY.


DIGITAL SIGNAGE WITH TWITTER FEEDS AND NEWS. OUTDOOR SEATING. SPEAKERS EVERYWHERE.



MAIN MULTISCREEN CAN BE HAVE 4 DIFFERENT VIDEO SOURCES PLAYING AT THE SAME TIME. EX: INTERNET VIDEO, SOCIAL MEDIA, TV, YOUR DEVICE, ETC.

Key Takeaways→ Great flow

→ Friendly Staff

→ High Tech

→ Lots of seating

→ No pressure to buy

SAFARI #1



Safari #2 What’s the before, during, and after journey to the zoo?

Roberta Phillips Planning and Projects Manager

Before→ Watched commercial for Zoo at home

→ Went to website to inquire about zoo hours and prices

→ Put on my sun hat, packed up my husband and traveled

→ Zoo is conveniently located within 15 minutes from our home in city

→ Arrived to find plenty of parking and even a shady spot

→ Entrance to zoo was lacking for signs and/or staff to welcome us

→ Plenty of cashiers on hand though later learned there was a wristband program that offered access to food throughout the park for feeding animals

→ Received map from another stand from staff though they did not offer assistance on best routes or areas of interest

SAFARI #2



MANY CASHIERS WERE OPEN DIDN’T TELL US ABOUT WRISTBAND PROGRAM THAT GAVE DISCOUNTS FOR ANIMAL FOOD AND ATTRACTIONS IN PARK.


INFORMATION BOOTH CREATED BARRIER. STAFF MISSED AN OPPORTUNITY TO ENGAGE WITH THIS FAMILY. (COULD BE WEARING SAFARI HATS & GEAR TO DELIGHT CHILDREN.)

During→ The gift shop was prominent feature upon entering park

→ There were a lack of signs to indicate where animals were located but no shortage of signs for snack shops or gifts

→ Map given was black and white which would have been okay had it been to scale, it was not very clear

→ Bathrooms were close to the entrance and were clean, drinking fountain was cold

→ The grounds are beautiful and lush

→ Signage continued to be a problem as we navigated the park, colored sidewalks, paw prints or just “Big Cats” this way sign would have been the park more enjoyable (Felt like walking around in a circle)

SAFARI #2



SAW AN ENTRANCE WITHOUT A SIGN, WHAT’S THERE?

During→ Gorilla house was a room with large glass wall for viewing but we didn’t

know that there were 2 other areas outside where you could view gorillas this was accidentally discovered

→ We chatted with other customers who were very friendly but didn’t see many staff members engage with customers

→ Good interactive exhibits included the giraffes, birds and farm animals that could all be fed (additional cost)

→ Covered picnic area was provided for school groups

→ Some signs indicated that animals were moved for the zoo renovation project while others were empty without explanation.

!

!

SAFARI #2



HEY, IT’S THE FLAMINGOS… (CAN’T SEE SIGN UNTIL YOU ARE ALREADY THERE.)

During→ Customer comments included the following: “I can’t see the elephants

the bushes are too high” “Watch your step” (referring to uneven pavement)

→ Farm area was easy to navigate with Grandpa and Grandma gardens and good displays

→ New features included Sky High Safari and Zip Line for exploring the zoo from above

SAFARI #2



UNEXPECTED DELIGHT: RECYCLED ART

During→ Crossed the bridge and saw a sign for a tram to the gardens. Waited

though we had no indication of how often the tram ran, every 15 min?

→ Tried to get a water from a vending machine (2.50) but when the water button was pushed I received a Diet Mountain Dew (Do people really drink this stuff? Ugh.)

→ Entered garden where signs were better than the zoo with “you are here” indications and clear directions

→ No liter and many of the groundskeepers interacted with us!

→ In visitor center through which you access the gardens there were promotional materials and a scavenger hunt to take on the trails

→ Much more relaxed and easy going than the zoo side

→ Did not see any trash cans on walking trails

!

SAFARI #2


After→ When we left the garden viewing the sign that said thanks for visiting a

staff member at the gate encouraged us to return and thanked us for visiting. Unfortunately this exit would not lead us back to our car

→ We reentered the park and the same staff member said that in order to access our car from there we would have to swim across the river! He advised us to take the tram back to the zoo and exit

→ We took tram and exited the park, there was not comment from staff on zoo side as we left

→ Walked to our car and drove home in 15 minutes

SAFARI #2



LATER WENT BACK TO THE WEBSITE AND LEARNED ABOUT THE ANIMALS THAT WERE BEING RELOCATED DUE TO THE RENOVATIONS AND ALSO VIEWED THE RENOVATION RENDERINGS.

Key Takeaways→We like the Botanical Garden for its ease of navigation,

beautiful gardens and friendly staff

→ The animals at the park were great but staff presence was lacking and the welcome to the zoo was also lacking

→ Signage and wayfinding were the biggest problems and the map was not clear

→ More focus on the animals and less on the snack and gift shops would have been appreciated. I am sure revenue from these venues is important but I felt that they overshadowed the experience.

SAFARI #1



It was very apparent that customers need to be met where they are at instead of always expecting them to seek out assistance. The zoo missed some key opportunities to interact/engage with us to make our experience both memorable and meaningful.

The insights from safaris help:→ Identify issues in your current services

→ Push ideation beyond “the way we normally do things”

→ Create empathy among staff for customer needs

→ Change the mindset of staff from focusing on the parts (touchpoints) to the whole (the customer journey)

SERVICE SAFARIS


The insights from safaris help:→ Identify issues in your current services

→ Push ideation beyond “the way we normally do things”

→ Create empathy among staff for customer needs

→ Change the mindset of staff from focusing on the parts (touchpoints) to the whole (the customer journey)

SERVICE SAFARIS



SERVICE STORMING


Service Storming

NEXTLIBRARY 2014 | MAPPING EXPERIENCES: SERVICE SAFARIS

DefinitionA collaborative activity, focused on the generation of new service experience concepts through acting.

SERVICE STORMING

Benefits→ Promotes team bonding

→ Helps you think outside of the box, screen, silo

→ Levels the playing field

→ Surfaces assumptions

→ Requires no tools (quick, easy to change)

→ Lets you have fun at work!

SERVICE STORMING


ADAPTIVE PATH | UXI

Science Engaging in physical expression activates different parts of your brain, helping you to think in new ways.

Art Service delivery is a performance. If your skit connects with the audience, you are probably being human.

ADAPTIVE PATH | UXI

EXERCISE #3

Service Storming

→ Brainstorming through acting

SERVICE STORMING

94

I’m a tree!

ServiceSTART A BOOK CLUB

• Customer: Adult starting book club

• Before: Initiate the club, select books, and prepare for fi rst meeting

• During: Hold fi rst meeting

• After: Between fi rst and second meetings

ServiceMOVING TO DIGITAL READING

• Customer: Adult adopting digital reading

• Before: Learning benefi ts and availability of digital materials

• During: Setting up device and obtaining digital materials

• After: Ongoing engagement and use

• Customer: Child getting fi rst library card

• Before: Learning about library and what a card allows you to do

• During: Applying for and getting the card


• Customer: Adult seeking help with job search

• Before: Preparing for applying and interviewing for job

• During: Job interview

• After: Post-interview

ServiceFIRST LIBRARY CARD

ServiceCAREER SERVICES

InspirationSPA

• Courteous and respectful

• Tailored to your needs

• Stress free

• Guided at every step

• Every detail matters

InspirationDISNEY WORLD

• Magical experiences

• Little suprises

• Playful and fun

• Choreographed

• Assertively friendly

• Guided exploration at your own pace

• Highly knowledgable staff

• Storytelling and romance

• Sample then commit

• Recommendations for your tastes

• High attention to detail

• Consultative and patient

• Advice without being prescriptive

• Tackles issues with grace

• Making the moment special

InspirationWINERY TASTING ROOM

InspirationCELEBRITY WEDDING PLANNER

SERVICES INSPIRATION


ServiceSTART A BOOK CLUB

• Customer: Adult starting book club

• Before: Initiate the club, select books, and prepare for fi rst meeting

• During: Hold fi rst meeting

• After: Between fi rst and second meetings

ServiceMOVING TO DIGITAL READING

• Customer: Adult adopting digital reading

• Before: Learning benefi ts and availability of digital materials

• During: Setting up device and obtaining digital materials


• Customer: Child getting fi rst library card

• Before: Learning about library and what a card allows you to do

• During: Applying for and getting the card


• Customer: Adult seeking help with job search

• Before: Preparing for applying and interviewing for job

• During: Job interview

• After: Post-interview

ServiceFIRST LIBRARY CARD

ServiceCAREER SERVICES

InspirationSPA

• Courteous and respectful

• Tailored to your needs

• Stress free

• Guided at every step

• Every detail matters

InspirationDISNEY WORLD

• Magical experiences

• Little suprises

• Playful and fun

• Choreographed

• Assertively friendly

• Guided exploration at your own pace

• Highly knowledgable staff

• Storytelling and romance

• Sample then commit

• Recommendations for your tastes

• High attention to detail

• Consultative and patient

• Advice without being prescriptive

• Tackles issues with grace

• Making the moment special

InspirationWINERY TASTING ROOM

InspirationCELEBRITY WEDDING PLANNER

++ = ??


What if…

→ At least one touchpoint per scene.

→ Must be more than mobile, tablet, or computer.

→ Must include a face-to-face interaction with the customer or interaction with customer service.

staffretail social phone email web mobile mailkiosk parking textsignage

10 MINUTES

Service Storm20 MINUTES

Perform It90 SECONDS

BEGINNING

MIDDLE

END

LIBRARY


99

SERVICE STORMING

No sitting Standing bodies tend to act

more than sitting bodies. It’s physics. Look it up.

No pitching Communicate what the service would feel like. Don’t try to sell

the experience.


100

SERVICE STORMING

What Did You Think?


Why Service Storming?→ It’s easy to change and you can evaluate as you go.

→ It’s very human, full of behavior, emotion, and drama.

→ You can cover the whole experience quickly, rather than getting caught up in the details.

→ You experienced it!

SERVICE STORMING



FINAL THOUGHTS

SWATCHES

Color Palette

RGB248/204/43 HEXF8CC2B

RGB249/157/28HEXF99D1C

RGB108/190/77HEX6CBE4D

RGB67/184/215HEX43B8D7

RGB29/120/153HEX1D7899

RGB78/85/92HEX4E555C

RGB45/49/53HEX2D3B35

RGB230/231/232HEXE6E7E8

Thank YouThank You!

!

Melanie Huggins Executive Director, Richland Library

Patrick Quattlebaum Managing Director, Adaptive Path

Evi K. Hui Experience Designer

Noel Johnson Senior Program Manager

Stephanie Wilson-Wagner Client Partner

www.adaptivepath.com

source: http://1.bp.blogspot.com/-vWJVVXGsHO0/UPBRPeNtFFI/AAAAAAAABbw/ptP0KRho0n8/s1600/CIMG3520.JPG

Next Library Service Safaris

Design

prescriptive

tastes high

meetings service

obtaining

digital reading

book club

things create

digital materials