Service Design Making
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Transcript of Service Design Making
Service Design Making
Patrick Quattlebaum | @ptquattlebaum5 Sept 2013 @ Blend Conference, Charlotte, NC
Patrick QuattlebaumManaging Director | @ptquattlebaum
Tracey VarnellLead Experience Designer
And!
source: http://www.servdes.org/wp/wp-content/uploads/2010/11/P1000994.jpg
THINKING
source: http://foliovision.com/images/2012/10/Rodin-the-Thinker.jpg
source: http://mjvinnovation.co.uk/wp-content/uploads/2013/04/lan%C3%A7amento-DT-1.jpg
source: http://www.saramcguyer.com/wp-content/uploads/2013/01/winter13_graphicdesignthinking.jpg
MAKINGsource: http://farm4.staticflickr.com/3013/2614466422_87da07eb78_o.jpg
STORIES
source: http://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpg
BELIEVE
source: http://images3.wikia.nocookie.net/__cb20121027235942/disney/images/c/ce/Peterpan2-disneyscreencaps.com-5489.jpg
CONNECTIONS
source: http://ko.fotopedia.com/items/flickr-157363377
WAVES
source: http://dublinlibrary.files.wordpress.com/2010/08/make-waves-art-entry-007-n-khandel.jpg
STUFF
STUFF
DesigningServices
ServiceStories
DesigningServices
ServiceStorming
ServiceStories
DesigningServices
ServiceStorming
ServiceStories
DesigningServices
ServiceBlueprints
DesigningServices
SERVICE STORY
A date with my wife...
... at a nice restaurant ...
source: http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
Dirty UnreliablePressure
to usecash
Notspecial
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 Book inAdvance
Book inBlocks of
Time
TwoPayment
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
FriendlyService
NiceCars
EasyPayment
ConstantFeedback
ReasonablePrice
Just inTime
MoreFlexibility
StreamlinedProcess
FeedbackLoop
Fill Gapsin Schedule
BiggerMarket
More Control
CUSTOMER
STAFF
BUSINESS
SUSTAINABLE VALUE
FOR ALL
Your experience may vary...
source: http://www.businessinsider.com/amy-poehler-in-best-buys-super-bowl-ad-first-photos-2013-1
COMPLEX
OMNI CHANNEL
JOURNEY
source: http://underscoopfire.com/judge-wapner-is-back-80s-court-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
MANYTOUCHPOINTS
THIS IS AN INTERFACE
REAL TIME
image
360
image
360
FRONTSTAGE
BACKSTAGE
Service design applies design methods and craft to the definition and orchestration of service experiences.
Service design examines the operations, culture, and structure of an organization for impact on service experience.
ServiceStories
STORYTELLING
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
Human minds yield helplessly to the suction of story.
Jonathan Gottschall
Vehicles for storiesPersonas and scenarios
Acting and improvisation
Audio and video
Storyboards and comics
source: The Art of the Storyboard
STORYBOARDS
source: The Art of the Storyboard
source: The Art of the Storyboard
“Storyboards have to explain to every department exactly what is demanded of them.” - Jan de Bont
SKT © 2010 adaptive path
He keeps up with his beloved New York Mets, even though he lives in Denver, on his way home from work. When he gets home, he transfers the game from his phone to the TV.
22
JUST THEFACTS
Building blocksKey moments and interactions
Emotions and thoughts
Context!
Time
Exercise 1
Service Stories
TODAY’SCASE
The Exploratorium
source: Edward Blake
source: The Exploratorium
source: The Exploratorium
source: The Exploratorium
source: http://flic.kr/p/ehuf6u
source: http://flic.kr/p/cdGP3G
source: http://flic.kr/p/cz35H5
The Explainers
source: The Exploratorium
source: http://flic.kr/p/fG56HY
The Experience of Experiments
TailoredOutings
Beginning Middle End
Pre-visit At Exploratorium Post-visit
WHATIF...
20MINUTES
ServiceStorming
SERVICEENCOUNTERS
source: The Exploratorium
Service encounters:Happen in real-time at a specific time and place
Are subject to human emotion and variability
May be mediated or augmented with other touchpoints
Are rarely an end point; they bridge to other touchpoints
Service storming uses voice, physicality, and staging to quickly prototype and refine service encounters.
PLAY
source:http://whitekaos.files.wordpress.com/2011/03/service-prototyping.jpg
Why Service Storming?CO-CREATE Include staff, customers, others
ITERATIVE Make, feedback, learn, make again
REAL-TIME Simulate real-time services encounters
MALLEABLE Change roles, constraints, channels
Teaser
Website
Guide
User
TROUBLE SPOT
LOW POINT
HIGH POINT
ADAPTIVE PATH'S GUIDE TO
EXPERIENCE MAPPING
Twitter Teaser Email
Website Guide
VariationsCommunicate and explore service experience insights
Early generative brainstorming
Evolution and refinement of service stories
Detailed design of customer-staff interactions
Exercise 2
Service Storming
Warm Up!GROUP STOP
InstructionsEveryone in your group start moving.
As you move, make noise! A funny sound or phrase.
At any point, you may choose to freeze in place.
When you notice someone freeze, you freeze, too.
When everyone has frozen, do it again.
5MINUTES
LET’S STORM
InstructionsBuilding off Exercise 1, evolve your service stories.
Create a three-scene story with a beginning, middle, & end.
Your story should span at least two journey stages.
It should include multiple channels and touchpoints.
And it must include an interaction between people.
Remember!Key moments and interactions
Emotions and thoughts
Context!
Time
20MINUTES
ServiceBlueprints
Experience
Process
Process
Experience
Services are process & experience based.
From Service Blueprinting: A Practical Technique for Service Innovation
Borrowed from Brandon Schauer
Service blueprinting helps designers engage operations to go from vision to reality.
134 Harvard Business Review January-February 1984
Exhibit I
StarKlardexecution time2 minutes
Totalacceptableexecution time5 minutes
Blueprint for a comer shoeshine
Brushshoes
Faciiitating servicesand products
Une ofvialblllty
Not seenby customerbut necessarytoperfonnance
Selectand purchasesupplies
There are several reasons for the lack ofanalytical service systems designs. Services areunusual in that they have impact, but no form. Likelight, they can't he physically stored or possessed andtheir consumption is often simultaneous with theirproduction.
People confuse services with productsand with good manners. But a service is not a physicalobject and cannot he possessed. When we buy the useof a hotel room, we take nothing away with us hut theexperience of the night's stay When we fly, we aretransported by an airplane hut we don't own it.Although a consultant's product may appear as abound report, what the consumer bought was mentalcapahility and knowledge, not paper and ink. A serviceis not a servant; it need not be rendered by a person.Even when people are the chosen means of execution,they are only part of the process.
Outstanding service companies instillin their managers a fanatical attachment to the origi-nal service idea. Believing that this product of genius isthe only thing they have going for them, they try tomaintain it with considerable precision. They bring inmethods engineers to quantify and make existing com-ponents more efficient. They codify the process in vol-umes of policies and procedures. While the outline of agreat service concept may he reflected in these tools,the procedures are only fragmented views of a morecomprehensive, largely undocumented phenomenon.
Good and lasting service management requires muchmore. Better service design provides the key to marketsuccess, and more important, to growth.
The operations side of service manage-ment often uses work flow design and control methodssuch as time-motion engineering, PERT/GANTTcharting, and quality-control methods derived fromthe work of W. Edwards Deming. These procedures pro-vide managers with a way to visualize a process and todefine and manipulate it at arm's length. What theymiss is the consumer's relationship to, and interactionwith, services. They make no provision for people-rendered services that require judgment and a lessmechanical approach. They don't account for the ser-vice's products that must be managed simultaneouslywith the process. And they don't allow for special prob-lems of market position, advertising, pricing, ordistribution.
We can build on the strength of theseoperational systems, however, to come up with a morecomprehensive and workable framework for address-ing most issues of service development. We can devisea blueprint for service design that is nonsubjective andquantifiable, one which will allow developers to workout details ahead of time. Such a blueprint gives man-agers a context within which to deal with the manage-ment and control of the process.
Photo by Joe Mabel, http://upload.wikimedia.org/wikipedia/commons/thumb/a/a7/San_Francisco_-_Famous_Wayne's_shoeshine_02.jpg
Nothing nonverbally communicates "megaballer" like sitting on a throne in the Financial District and having the sh#$ shined out of your shoes in front of everybody.
- Kevin L., Yelper
http://blog.modernmechanix.com/mags/PopularScience/10-1937/shoe_shine_merry_go_round.jpg
http://www.jetsetzero.tv/wp-content/uploads/2009/07/P1010270.jpg
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
Example
114
Customer ordersa hamburger
Dinner menu
Server records order on Notepad
Order system
Customer waits
Server enters order into
system
Server checks on customer
Chef receives order and makes
burger
Customer asks for water
StatusConversation
Hamburger ingredients
Server delivers hamburger
Chef delivers hamburger to
server
Customer receivers order
Hamburger
Notepad
Line of Visibility
Iteration
115100100
Customer ordersa hamburger
Dinner menu
Server records order on iPad
Order systemiPad app
Hamburger ingredients
Customer waits
Server checks on customer
Chef receives order and makes
burger
StatusConversation
Server delivers hamburger
Chef delivers hamburger to
server
Customer receivers order
Hamburger
Customer asks for water
Line of Visibility
Prototype of the future experienceProvides low fidelity version of the service experience: great for ideation
Visualizes vision of the service experience
Strategic tool for project planningHelps see where and how existing and future ideas fit with the envisioned experience
Customer experience vision + operational toolHelps design and engineering speak the same language
Benefits of Service Blueprinting
Borrowed from Jamin Hegeman
Exercise 3
Service Blueprints
BLUEPRINT!
InstructionsSynthesize your work to settle on a service experience.
Map out the customer journey and front stage interactions.
Then, map the backstage. People, processes, technologies.
Iterate!
25MINUTES
IN SUMMARY
THINK
source: http://foliovision.com/images/2012/10/Rodin-the-Thinker.jpg
MAKEsource: http://farm4.staticflickr.com/3013/2614466422_87da07eb78_o.jpg
STORIES
source: http://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpg
BELIEVE
source: http://images3.wikia.nocookie.net/__cb20121027235942/disney/images/c/ce/Peterpan2-disneyscreencaps.com-5489.jpg
CONNECTIONS
source: http://ko.fotopedia.com/items/flickr-157363377
WAVES
source: http://dublinlibrary.files.wordpress.com/2010/08/make-waves-art-entry-007-n-khandel.jpg
BETTERSERVICE
EXPERIENCESsource: http://flic.kr/p/fG56HY
Patrick T Quattlebaum | @ptquattlebaum
Thanks!