Service Design in Experience Design

Prepared by: Paul Kahn – Experience Design Director October 30, 2012 Service Design Global Conference Paris, France

SERVICE DESIGN THINKING IN UX PROJECTS

A REPORT FROM AMERICA

Founded: 2000 by Will Powley & Amy Cueva

Locations: Portsmouth, NH | Boston, MA | Louisville, KY

Staff: 50+ Employees

Stability: Privately held, never had an unprofitable quarter,

Hold zero debt on our balance sheet,

2012 top payer is only 7%

WE ARE MAD*POW Company Fact Sheet

Disciplines

ê Psychology, Human Factors,

HCI

ê Research Methods

ê Design

ê Business Process

Management

ê Marketing Strategy

ê Customer Behavior

Skills

ê Teamwork

ê Business sense

ê Visual thinking

ê Critical thinking

ê Detailed communication

ê Commitment to the

profession

EMPATHETIC, FLEXIBLE AND INFORMED DESIGNERS What we look for in our hiring process

The Question

•  Q: What does this have to do with Service Design

•  A: We will see

•  Q: How many words are appropriate

for a PowerPoint slide?

•  A: As few as absolutely possible

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Mad*Pow merging art & science

•  Mad*Pow deliver research-inspired design aimed at

maximizing conversion rates, increasing retention, and

reducing costs.

•  Our research practice locates and explores the touch

points in a user experience process

•  Research drives our strategic recommendations and

design deliverables

•  It is this approach that has been labeled "service design

thinking”

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Case 1: Messaging as a Service

•  Aetna came to Mad*Pow for help developing a Unified

Member Messaging strategy

•  Aetna wanted to make sure members were getting

•  the right information

•  at the right time

•  via their preferred channel(s).

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Results

•  Research produced recommendations for

•  Intra-departmental communication and governance

•  AND user-managed filters and profiles.

•  The result is the kind of business strategy and technology

recommendations that are driven by seeing the user's

experience as a service.

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Case 2: Employee Communications

•  Waste Management came to Mad*Pow to “fix the Intranet”

•  We took a multifaceted approach including

communication needs, business goals, and persona

creation to our to characterize the Information Ecosystem

of a large distributed organization.

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Results

•  A multi-faceted approach touching 10 channels where

people find and consume information

•  Reseach results

•  Field research

•  Personas

•  Communication in addition to Visor (intranet)

•  Motivational and persuasive strategy

•  Find examples of grass-roots/best practice sharing

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Employee Personas - Summary

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Field Support/Admin Field Manager

Frontline Operations Employee –

No Workstation Frontline Operations Employee

– Workstation

Customer Support

Corporate Employee

Marlin Company Monitors in

breakrooms (where applicable)

Safety & Productivity Stats Bulletin Boards

Emails

WM Monday

Methods of Communication in Addition to Visor

Market Newsletters (where applicable)

Digital Communication Monitors: The Opportunity

An employee at lunch looks at a Marlin

board

Drivers fill out paperwork below a Marlin

board. This one is well placed near

where drivers pick up their route info.

Marlin board well placed in a driver

lunchroom, visible to the entire room and

near trashcan and clock.

A potentially captive audience of

employees on break sit facing a non-

communication TV that is turned off.

Digital Communication Monitor: Sample Screens

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Area

Corporate

Local

Case 3: Wellness Platform

•  Healthrageous came to Mad*Pow to design the user

experience of their Wellness program across technology

platforms

•  How would people manage aspects of their health, take

real world actions, in response to prompts and feedback?

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Results

•  Before we designed interface we present research on

how a person sets their own goals

•  What are their support mechanisms

•  How do they maintain motivation

•  What is the most effective messaging

•  Identify appropriate scaffolding

•  Plans one week at a time, with daily logging

•  Individual health coaching to reach wellness goals

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What is Service Design

•  It is User-Centered

•  Services should be experienced through the customer’s eyes

•  It is Co-Creative

•  All stakeholders should be included in the service design

process

•  It is Sequencing

•  The service should be visualized as a sequence of

interrelated actions.

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•  It is Evidencing

•  Intangible services should be visualized in terms of physical

artefacts

•  It is Holistic

•  The entire environment of the service should be considered

Five Principles of Service Design Thinking

from This Is Service Design Thinking

What is User Experience

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What is User Experience at Mad*Pow

•  All of the above plus some things not already mentioned

•  Design Studio: rapid design/critique with stakeholders

& users

•  User Research: recruiting test cohorts, recording and

analyzing interviews and tests

•  Content Strategy and SEO: defining & creating

appropriate content for communicating messages

•  Creative Technology: prototyping the best way to

communicate across platforms & channels

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Thank You!

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Paul Kahn

Experience Design Director

[email protected]

Mad*Pow

Portsmouth | Boston | Louisville

www.madpow.com

Contact Information