ServiceDesignDrinks

D.C O L L E C T I V E / A P R I L 1 0 , 2 0 1 3

ServiceBlueprinting

Overview

Why?

What?

How?

When?

Who?

+ Exercise

MartinUser Experience,Nokia

KatrinPhD Candidate,University ofPotsdam

Who are we?

OlgaCommunityManager,Stylemarks

ManuelDesigner,Fjord

“Blueprints are to service design what 3D sketches and wireframes are to product design and UX design”

— D R . A N D R E W P O L A I N E Service Designer & Researcher

* – in ‘Service Design – from insight to implementation’, p. 96

*

What?

Service Blueprints are …

•a way of visually mapping out the complexity of services

•aligning frontstage customer experience with backstage business processes

•offer a simultaneous user-centered and enterprise-centered focus

What? D E F I N I T I O N

Service blueprints are a tool for holistic analysis & visualisation – from a customer perspective, yet integrating all the provider’s structure & processes that are relevant for delivering to the customer’s delight

— P R O F. B I R G I T M A G E R Köln International School of Design

What? E X A M P L E B Y A N DY P O L A I N E E T A L .

What? E X A M P L E B Y S R I S H T I R A O

What? K E Y A S P E C T S

Icons: Juan Pablo Bravo, Jon Trillana / The Noun Project

Frontstage(seen by customer)

Backstage(not seen bycustomer butnecessaryto performance)

L I N E O F V I S I B I L I T Y

user / customer journey - phase by phase, step by step

channels / touchpoints - channel by channel,touchpoint by touchpoint

backstage processes - stakeholder by stakeholder,action by action

What? C O M P O N E N T S

Icons: Olyn LeRoy, Dmitry Baranovskiy / The Noun Project

Customer Actions

Onstage / Visible Contact Employee Actions

Backstage/Invisible Contact Employee Actions

Support Processes

Physical Evidence

L I N E O F V I S I B I L I T Y

L I N E O F I N T E R A C T I O N

I N T E R N A L I N T E R A C T I O N

Why?

understand how different parts of a service work as a whole

break down barriers between business units

coordinate parallel workstreams

reveal opportunities for joining up processes

When?

analysing an existing service

creating a new service

Clean up

Service Blueprint

Example Service: Service Design Drinks

Service blueprints are a way of visually mapping out the complexity of services and help structure and design touchpoint interactions.They help to align frontstage customer experience with backstage business processes.

Line of experience

2 weeks before the drinks (aware, join)

Katrin, Manuel, Martin & Olga

Experience is broken & needs improvements

Experience highlight Danger: Bottleneck or dependancy

Katrin, Manuel, Martin & Olga

SD Berlin Community

Hears about the service design drinks Registers Goes there Arrives Experiences the drinks Goes home Relieves & takes action

User Journey

Touchpoints

Location

Decide on a date

View the event announcement in the newsfeed or be invited by a friend

Receive the newsletter & get information about the drinks

Register via facebook

Tell a friend to come as well

Create a facebook event

Decide on a topic

Look for location options

Advertise the drinks in the newsletter

Confirm the location

Estimate number of participants (based on facebook event)

Share a last reminder about today’s drinks

Take lots of photos during the event

Arrive early to do the setup & practise the presentation

Be welcomed by the hosts

Don’t know anyone, be bored

Meet interesting people during the excercise

Mingle and get drunk

Beer is outTalk to the friendly people at the bar

Learn new things and feel enlightened ;)

Can’t find the location

Motivate participants to register for the event on facebook in order to estimate the number

Find the venue easily:

Print out signs for easy discovery of the location

Grow user base:

• Enable participants to easily share facts about the event• Provide printouts with hashtags (for twiiter) and allow signups for newsletter

Buy drinks Prepare the venue Do the dishes

Avoid overlapping events such as IXDA

Create graphics for banner

Convert slides and handout in a shareable format

•upload photos to facebook•share slides & handout

Collect learnings from the event (e.g. how much beer is needed per person)

Collect feedback from participants & location

View photos of the event & see a link to the presentation on slideshare

View slides of the event

Prepare slides & handouts

Social Media Team

Event ManagementUnit

Content Provider

Location Provider

Newsletter

Facebook

Slideshare

Day of the drinks (use) After the drinks (develop, use)

Front Stage

Back Stage

Backstage Processes

Potential opportunities & resulting requirements

Estimate number of guests:

Do not only announce drinks in newsletter, but link to the facebook event.

Forgot the name of the people the user talked to

Left the printout at the venue, because user was drunk

Propose a presentation for the next drinks

Start a business with some of the other participants

Grow the user base:

Crosslink facebook, twitter etc. at the end of the slides

How? E X A M P L E : S E R V I C E D E S I G N D R I N K S

Exercise

Exercise

Create a service blueprintincluding user journey, touchpointsand backstage processes for …

a dog-jogging service

an extraterrestrial real-estate agency

a home-cooked-lunch-to-the-office delivery (e.g. dabbawalas in Mumbai)

or your own serviceIcon: Randall Barriga, Viktor Örneland, Lisa Waananen / The Noun Project

Exercise

You have got 20 minutes!

Take-away

Take-away

central delivery tool & artifactin service design

holistic framework to visuallymap out services

combines user-centered andenterprise-centered perspectives

Reading recommendations

Andy Polaine et al.:‘Service Design:From Insight toImplementation’

Marc Stickdorn /Jakob Schneider et al.: ‘This is ServiceDesign Thinking’

Mary Jo Bitner et al.:‘Service Blueprinting: A Practical Technique for Service Innovation’

See you atthe nextservice design meet-up

servicedesignberlin.de

@SD_Berlin

fb.com/servicedesignberlin