Service Design: Beyond Customer Journey Mapping

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?


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


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


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


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


Setting the sceneIntroduction

Introduction Pillars Map Measure Prioritize Summary


BalanceIntroduction Pillars Map Measure Prioritize Summary


Pic of family and renovation shotsIntroduction Pillars Map Measure Prioritize Summary


Home ImprovementsIntroduction Pillars Map Measure Prioritize Summary


Home -> Customer Experience Improvements

Balance family experience, finances and resale value

Balance customer experience, costs and business outcomes



Customer Experience ImprovementsIntroduction Pillars Map Measure Prioritize Summary


Framework for approaching Service DesignPillars

Click icon to add picture

Map

Measure

Prioritize



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



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



Explore Holistically, Act LocallyMap

Map

Measure

Prioritize



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



The x - Axis = The Customer (time)Map

Measure

PrioritizeWhat are the stages/phases that make up the experience?



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



Map StructureMap

Measure

Prioritize



Identify weaknesses in the experienceMeasure


Map

Measure

Prioritize



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



Draft MapMap

Measure

Prioritize



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



Map with Data OverlayMap

Measure

Prioritize



Improve Experience where mattersPrioritize


Map

Measure

Prioritize



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


Map

Measure

Prioritize


Possible Areas of FocusIntroduction Pillars Map Measure Prioritize Summary

Map

Measure

Prioritize


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


Prioritization ChartIntroduction Pillars Map Measure Prioritize Summary

Map

Measure

Prioritize


Summary


Map

Measure

Prioritize



BalanceIntroduction Pillars Map Measure Prioritize Summary

Map

Measure

Prioritize


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



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

mailto:[email protected]

mailto:[email protected]

Service Design: Beyond Customer Journey Mapping

Business

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