Post on 27-Jan-2015
description
on Service Design
Patrick Quattlebaum | @ptquattlebaum
Presented 18 Sept 2013
in 40 minutes or less
Patrick QuattlebaumManaging Director | @ptquattlebaum
Why
Service
Design?
Map
the
Experience
Change
the
Machine
A Human
Service
Experience
Some
Essential
Skills
Chris
Risdon
Brandon
Schauer
Jamin
Hegeman
Patrick
Quattlebaum
Your Guides
A Human
Service
Experience
A date with my wife...
... at a nice restaurant ...
source: http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
Dirty
source: http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
Dirty Unreliable
source: http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
Dirty UnreliablePressure
to use
cash
source: http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
Dirty UnreliablePressure
to use
cash
Not
special
source: http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
source: http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg
source: http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg
Expensive
source: http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg
Expensive Book in
Advance
source: http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg
Expensive Book in
Advance
Book in
Blocks of
Time
source: http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg
Expensive Book in
Advance
Book in
Blocks of
Time
Two
Payment
Steps
source: http://files.tested.com/photos/2012/12/26/43242-uber.jpg
Open App View Availability Book Car
Open App View Availability Book Car
Watch Progress Get Alerts
Pay for Service Provide Feedback
Waiting
Four Hour Block
Trip Trip Trip Trip
Driver
Passenger
Friendly
Service
Nice
Cars
Easy
Payment
Constant
Feedback
Reasonable
Price
Just in
Time
More
Flexibility
Streamlined
Process
Feedback
Loop
Fill Gaps
in Schedule
Bigger
Market
More
Control
Why
Service
Design?
http://www.nytimes.com/interactive/2012/01/20/business/the-iphone-economy.html
MacroTrend: Shift to Services
The service sector
now generates ~64%
of the world’s GDP.
International Monetary Fund, World Economic Outlook Database, April 2012: Nominal GDP list of countries.
79%
— Complete unscientific guessing of who’s doing how much
Who are defining and implementing services?
System Engineers
Operations
Management
Branding &
Marketing
Customer Service
“The Organization”
Straight-up Service
Designers
*BS
Service design applies
design methods and
craft to the definition
and orchestration of
service experiences.
image
360
image
360
Service design examines
the operations, culture,
and structure of an
organization for impact
on service experience.
Experience
Process
Process
Experience
Change the Machine
Map the Experience
Map
the
Experience
COMPLEX
OMNI
CHANNEL
TOUCHPOINTS
Companies have
long emphasized
touchpoints... but
this focus distracts
from the more
important picture:
the customer’s end-
to-end experience.
Companies have
long emphasized
touchpoints... but
this focus distracts
from the more
important picture:
the customer’s end-
to-end experience.
JOURNEY
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
People choose rail travel because it is convenient, easy, and flexible.
Rail booking is only one part of people’s larger travel process.
People build their travel plans over time. People value service that is respectful, effective and personable.
EXPERIENCE
Rail Europe Experience Map
Kayak, compare
airfare
Google searches
Research hotels
Talk with friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets arrive in mail
• I’m excited to go to Europe! • Will I be able to see everything I can?• What if I can’t afford this?• I don’t want to make the wrong choice.
• It’s hard to trust Trip Advisor. Everyone is so negative.
• Keeping track of all the different products is confusing.
• Am I sure this is the trip I want to take?
• Website experience is easy and friendly!• Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time.
• Stressed that I’m about to leave the country and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets to Europe.
• Happy to receive my tickets in the mail!
• I am feeling vulnerable to be in an unknown place in the middle of the night.
• Stressed that the train won’t arrive on time for my connection.
• Meeting people who want to show us around is fun, serendipitous, and special.
• Excited to share my vacation story with my friends.
• A bit annoyed to be dealing with ticket refund issues when I just got home.
View maps
Arrange travel
Blogs & Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review & confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for questions
Activities, unexpected changes
Change plans
Check ticket status
Print e-tickets at home
web/apps
Look up timetables
Plan/confirm activities
Web
Share photos
Share experience (reviews)
Request refunds
Follow-up on refunds for booking changes
Share experience
Buy additional tickets
Look up time tables
Stakeholder interviewsCognitive walkthroughs
Customer Experience SurveyExisting Rail Europe Documentation
Opportunities
Guiding Principles
Customer Journey
Information sources
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?• Where do I want to go?• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a little more for first class.
• How much will my whole trip cost me? What are my trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping?
• Rail Europe is not answering the phone. How else can I get my question answered?
• Do I have everything I need?• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are not more trains. What can we do now?
• Am I on the right train? If not, what next?• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not.
• People are going to love these photos!• Next time, we will explore routes and availability
more carefully.
Ongoing, non-linear
Linear process
Non-linear, but time based
Communicate a clear value proposition.
STAGE: Initial visit
Connect planning, shopping and booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better, more savvy travelers.
STAGES: Global
Proactively help people deal with change.
STAGES: Post-Booking, Traveling
Support people in creating their own solutions.
STAGES: Global
Visualize the trip for planning and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with explicit purposes.
STAGES: Global
Communicate status clearly at all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and booking in Europe too.
STAGE: Traveling
Aggregate shipping with a reasonable timeline.
STAGE: Booking
Help people get the help they need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets for refund
Get stamp for refund
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
People choose rail travel because it is convenient, easy, and flexible.
Rail booking is only one part of people’s larger travel process.
People build their travel plans over time. People value service that is respectful, effective and personable.
EXPERIENCE
Rail Europe Experience Map
Kayak, compare
airfare
Google searches
Research hotels
Talk with friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets arrive in mail
• I’m excited to go to Europe! • Will I be able to see everything I can?• What if I can’t afford this?• I don’t want to make the wrong choice.
• It’s hard to trust Trip Advisor. Everyone is so negative.
• Keeping track of all the different products is confusing.
• Am I sure this is the trip I want to take?
• Website experience is easy and friendly!• Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time.
• Stressed that I’m about to leave the country and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets to Europe.
• Happy to receive my tickets in the mail!
• I am feeling vulnerable to be in an unknown place in the middle of the night.
• Stressed that the train won’t arrive on time for my connection.
• Meeting people who want to show us around is fun, serendipitous, and special.
• Excited to share my vacation story with my friends.
• A bit annoyed to be dealing with ticket refund issues when I just got home.
View maps
Arrange travel
Blogs & Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review & confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for questions
Activities, unexpected changes
Change plans
Check ticket status
Print e-tickets at home
web/apps
Look up timetables
Plan/confirm activities
Web
Share photos
Share experience (reviews)
Request refunds
Follow-up on refunds for booking changes
Share experience
Buy additional tickets
Look up time tables
Stakeholder interviewsCognitive walkthroughs
Customer Experience SurveyExisting Rail Europe Documentation
Opportunities
Guiding Principles
Customer Journey
Information sources
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?• Where do I want to go?• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a little more for first class.
• How much will my whole trip cost me? What are my trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping?
• Rail Europe is not answering the phone. How else can I get my question answered?
• Do I have everything I need?• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are not more trains. What can we do now?
• Am I on the right train? If not, what next?• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not.
• People are going to love these photos!• Next time, we will explore routes and availability
more carefully.
Ongoing, non-linear
Linear process
Non-linear, but time based
Communicate a clear value proposition.
STAGE: Initial visit
Connect planning, shopping and booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better, more savvy travelers.
STAGES: Global
Proactively help people deal with change.
STAGES: Post-Booking, Traveling
Support people in creating their own solutions.
STAGES: Global
Visualize the trip for planning and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with explicit purposes.
STAGES: Global
Communicate status clearly at all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and booking in Europe too.
STAGE: Traveling
Aggregate shipping with a reasonable timeline.
STAGE: Booking
Help people get the help they need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets for refund
Get stamp for refund
Experience
Mapping!
DATA
Thinking Feeling Doing
Borrowed from Chris Risdon
Tell the story with
depth and richness
around the human
experience.
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."
It’s the activity not
the artifact.
Change
the
Machine
procès (13c.)
http://panathinaeos.files.wordpress.com/2010/10/seventh_seal_14.jpg
procès (13c.)
a journey
http://panathinaeos.files.wordpress.com/2010/10/seventh_seal_14.jpg
process (17c.)
http://upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Anatomia_xiv_secolo.jpg/897px-Anatomia_xiv_secolo.jpg
process (17c.)
a continuous series of actions
meant to accomplish some result
http://upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Anatomia_xiv_secolo.jpg/897px-Anatomia_xiv_secolo.jpg
process (20c.)
source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpg
process (20c.)
a sequence of interdependent and
linked procedures which, at every
stage, consume one or more
resources (employee time, energy,
machines, money) to convert inputs
(data, material, parts, etc.) into
outputs. These outputs then serve
as inputs for the next stage until a
known goal or end result is reached.
source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpg
process (20c.)
a sequence of interdependent and
linked procedures which, at every
stage, consume one or more
resources (employee time, energy,
machines, money) to convert inputs
(data, material, parts, etc.) into
outputs. These outputs then serve
as inputs for the next stage until a
known goal or end result is reached.
source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpg
http://www.morethings.com/fan/bill_murray/stripes/bill_murray-stripes1981-1325.jpghttp://www.soundonsight.org/wp-content/uploads/2011/11/Brazil.jpg
Rational Irrational Engagement
Line of Visibility
Service blueprinting
helps designers
engage operations
to go from vision to
reality.
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbie’s Chart Cart
Records/Database
System
Bin System
Check Vitals &
Ask Quest
Place in Kassam
Bin
Meet Dr. Kassam
Kassam Gets Quick
Review
Take Away Chart
Process & Check-out
Records/Database
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI & Chart
Exam Room
MRI & Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Responds Follow toExam Rm
AnswerQuestions
AskQuestions
ReturnDoor Tag
Check-out, Pay, & Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm # on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
? ? ? ? ?
Line of Internal Interaction
? ? ?
Wait Wait Wait inExam Rm Wait Wait
Work by CMU students: Melissa Cliver, Jamin Hegeman, Kipum Lee, Leanne Libert, Kara Tennant
Customer Actions
Touchpoints
Staff Actions
Back Stage Staff
Support Processes
Time
Line of Visibility
Blueprint Building Blocks
Borrowed from Jamin Hegeman
Humanize processes
to co-create value for
businesses and the
people with whom
they interact.
process (21c.)
process (21c.)
orchestrated series of interrelated
actions that produce sustainable
value for all stakeholders in complex
ecosystems of people, products,
services, and technologies
Some
Essential
Skills
Some
Helpful
Tips
Change the Machine
Map the Experience
Line of Visibility
Empathizing Guidingmove in new lifeplan orchestrate movingfind it!search
I’M D
OIN
GI N
EED
I’M F
EELI
NG
Storytelling
Line of Visibility
3 Empathy Challenges Visualize Insights Tell & Re-tell
New/Improved Skills
Tips
Skill: Empathize
Tangible Empathy Workshop
Challenge 1: Read More Fiction
Thee Tip: Visualize InsightsChallenge 2: Practice Active Listening
Challenge 3: Empathic Adventure
Challenge 3: Empathic Adventure
Skill: Guiding
Tip: Visualize Insights
Emotions
Doing
Context
Touchpoints
Journeys
Key Moments
(intentionally blurry)
Skill: Storytelling
http://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpg
The universe
is made of
stories, not
atoms.
Muriel Rukeyser
Why tell stories?
Create a common understanding
Inspire and incite action
Communicate the truth
Prototype the future
Tip: Tell & Retell Stories
EducatedGuess
InformedUnderstanding
EvolvedConcept
ServiceStorming
Tip: Tell & Retell Stories
InformedUnderstanding
EvolvedConcept
JourneyMapping
ServiceStorming
Tip: Tell & Retell Stories
EvolvedConcept
ServiceStoryboard
JourneyMapping
ServiceStorming
Tip: Tell & Retell Stories
Change the Machine
Map the Experience
Line of Visibility
Line of Visibility
Facilitation Translation Orchestration
Line of Visibility
Take Improv Let’s Do Coffee Roughcutting
New/Improved Skills
Tips
Skill: Facilitation
Tip: Take Improv
Yes, and!
Skill: Translation
Tip: Let’s Do Coffee
Skill: Orchestration
source: http://www.cinemaisdope.com/news/films/troublewithharry/twh-1.jpg#AgainstAtomism
Tip: Roughcutting
source: http://vimeo.com/9339739
Change the Machine
Map the Experience
Change the Machine
Map the ExperienceMore
Human
Patrick T Quattlebaum | @ptquattlebaum
Thanks.