1 © User Centric, Inc., June 2012 We Believe Experiences Matter™ Webinar Series Service Design Beyond Customer Journey Mapping May 30, 2012 PRESENTER: Shailesh Manga Director User Centric, Inc. (Dan Delaney) Pamela Stoffregen- Gay Sr. Marketing Mgr. User Centric, Inc. MODERATOR: #uxlun ch @UserCentricI nc
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
1© User Centric, Inc., June 2012We Believe Experiences Matter™ Webinar Series
Service Design
Beyond Customer Journey Mapping
May 30, 2012
PRESENTER:
ShaileshMangaDirectorUser Centric, Inc.
(Dan Delaney)
Pamela Stoffregen-GaySr. Marketing Mgr.User Centric, Inc.
MODERATOR:#uxlunch
@UserCentricInc
2© User Centric, Inc., June 2012
About this WebinarWhy Are We Here?
3© User Centric, Inc., June 2012
Why are We Here?
Who We Are
The Webinars
Today’s Topic
What We Do
User Centric, Inc.A global user experience research and design firm
ShaileshManga
Director
4© User Centric, Inc., June 2012
Why are We Here?
Who We Are
The Webinars
Today’s Topic
What We Do
Usability
• Eye Tracking• Usability
Testing• Usability
Evaluations• Remote
Testing
User-Centered Design
• Information Architecture
• Interaction and User Interface Design
• Graphic Design
• Personas• Localization• Service
Design
User Research
• Ethnography• Focus Groups• Online
Surveys• Global Testing• Service
Design
5© User Centric, Inc., June 2012
Why are We Here?
Who We Are
The Webinars
Today’s Topic
What We Do
We Believe Experience Matters™
• Contact Centers• Electronic Health Records• Medical Devices• Mobile Devices
• Heavily-Used Interfaces• Complex User Interfaces• Dashboards
• Interaction Design• Eye Tracking• Service Design• Designer/Developer
Collaboration
6© User Centric, Inc., June 2012
Why are We Here?
Who We Are
The Webinars
Today’s Topic
What We Do
Service Design – Beyond Customer Journey Maps
• Goal: Present a pragmatic approach for Service Design
• Intro: Analogy to set the scene• Pillars: Framework for approaching Service Design• Map: Explore holistically, Act locally• Measure: Identify weaknesses in the experience• Prioritize: Improve experience where it matters• Questions
7© User Centric, Inc., June 2012
Setting the sceneIntroduction
Introduction Pillars Map Measure Prioritize Summary
8© User Centric, Inc., June 2012
BalanceIntroduction Pillars Map Measure Prioritize Summary
9© User Centric, Inc., June 2012
Pic of family and renovation shotsIntroduction Pillars Map Measure Prioritize Summary
10© User Centric, Inc., June 2012
Home ImprovementsIntroduction Pillars Map Measure Prioritize Summary
11© User Centric, Inc., June 2012
Pic of family and renovation shotsIntroduction Pillars Map Measure Prioritize Summary
12© User Centric, Inc., June 2012
Pic of family and renovation shotsIntroduction Pillars Map Measure Prioritize Summary
13© User Centric, Inc., June 2012
Home -> Customer Experience Improvements
Balance family experience, finances and resale value
Balance customer experience, costs and business outcomes
Introduction Pillars Map Measure Prioritize Summary
14© User Centric, Inc., June 2012
Customer Experience ImprovementsIntroduction Pillars Map Measure Prioritize Summary
15© User Centric, Inc., June 2012
Framework for approaching Service DesignPillars
Click icon to add picture
Map
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
16© User Centric, Inc., June 2012
Service Design – Key Challenges
1. Customer Experiences are often multi-channel yet organizations have silos
2. Where do I focus my limited resources - ROI
Map
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
17© User Centric, Inc., June 2012
Map
Measure
Prioritize
Three Interlocking Pillars of Service Design
Customer Experiences are often multi-channel yet organizations have silos
Where do I focus my limited resources - ROI
Map
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
18© User Centric, Inc., June 2012
Explore Holistically, Act LocallyMap
Map
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
19© User Centric, Inc., June 2012
Purpose
Map
Measure
Prioritize
1. Capture overview of components that create the experience
2. Establish a multichannel view of interactions between an organization and customers from the customers perspective
3. Capture research in a useful manner
Map
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
20© User Centric, Inc., June 2012
The x - Axis = The Customer (time)Map
Measure
PrioritizeWhat are the stages/phases that make up the experience?
Introduction Pillars Map Measure Prioritize Summary
21© User Centric, Inc., June 2012
The y - Axis = The Organization (other influencers)Map
Measure
PrioritizeTouchpoints• Web, retail, call center,
people, product, bill
Distribution Channels• Dealers, distributors
Secondary customer components• Needs, emotions, 3rd party
activities
Introduction Pillars Map Measure Prioritize Summary
22© User Centric, Inc., June 2012
Map StructureMap
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
23© User Centric, Inc., June 2012
Identify weaknesses in the experienceMeasure
Click icon to add picture
Map
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
24© User Centric, Inc., June 2012
Purpose
1. Measure experience of each contributing factor
2. Identify weaknesses in the experience
3. Create a baseline to measure change against
Map
Measure
Prioritize
Map
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
25© User Centric, Inc., June 2012
Draft MapMap
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
26© User Centric, Inc., June 2012
Research – Deep DiveMap
Measure
Prioritize
1. Understand the “why?”
2. Capture more measures and increase fidelity of the map
3. Research toolbox• Interviews, group sessions,
user testing, longitudinal studies etc
Introduction Pillars Map Measure Prioritize Summary
27© User Centric, Inc., June 2012
Map with Data OverlayMap
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
28© User Centric, Inc., June 2012
Improve Experience where mattersPrioritize
Click icon to add picture
Map
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
29© User Centric, Inc., June 2012
Purpose
1. Balance customer experience with business realities
2. Introduce cost and benefit elements
3. Ensure ROI is an important part of decision making
Map
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
Map
Measure
Prioritize
30© User Centric, Inc., June 2012
Possible Areas of FocusIntroduction Pillars Map Measure Prioritize Summary
Map
Measure
Prioritize
31© User Centric, Inc., June 2012
Map with Data OverlayIntroduction Pillars Map Measure Prioritize Summary
Initiative Current Measure Predicted Impact
Cost Ranking
Online / Research Satis. = 5 / 10 +1 $$$$ 3
Online / Setup Satis. = 2 / 10 +5 $$ 1
Store / Setup Satis. = 6 / 10 +2 $$$ 2
Map
Measure
Prioritize
32© User Centric, Inc., June 2012
Prioritization ChartIntroduction Pillars Map Measure Prioritize Summary
Map
Measure
Prioritize
33© User Centric, Inc., June 2012
Summary
Click icon to add picture
Map
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
34© User Centric, Inc., June 2012
BalanceIntroduction Pillars Map Measure Prioritize Summary
Map
Measure
Prioritize
35© User Centric, Inc., June 2012
Map
Measure
Prioritize
Three Interlocking Pillars of Service Design
Customer Experiences are often multi-channel yet organizations have silos
Where do I focus my limited resources - ROI
Map
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
36© User Centric, Inc., June 2012
Prioritization ChartIntroduction Pillars Map Measure Prioritize Summary
Map
Measure
Prioritize
37© User Centric, Inc., June 2012We Believe Experiences Matter™ Webinar Series
Questions?
May 30, 2012
PRESENTERS:#uxlunch
@UserCentricInc
Service Design – Beyond Customer Journey Maps
Up Next:Complex user interfaces don’t need to be…complexTuesday, July 10, 2012Noon CDT (UTC-4)http://usercentric.com/webinars/
ShaileshMangaDirectorUser Centric, [email protected]@shaileshmanga
Related Documents
