So you want to be a Service Designer

Jamin Hegeman | @jamin

So you want to be a Service Designer

Productized, Lisbon October 21, 2016

How do you improve the patient experience at a neurosurgery clinic?

PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 3

REARRANGE THE SEATING

BEFORE

AFTER

CREATE BETTER COMMUNICATION ARTIFACTS

I know you don’t want to be here. I know you don’t want to know me.

But the best thing that could happen is to know me.

I’ve performed more than 3,000 neurosurgical procedures. More than 800 of those are what’s called minimally invasive endoscopic procedures.

And I’m a person first. I’ll be direct and treat you like a friend. Occasionally, I may even make you laugh.

DESIGN AN INTERACTIVE ENGAGEMENT SYSTEM


SERVICE DESIGN

PRODUCT DESIGN

1. How you think of design.

Services

Products of economic activity that you can’t drop on your foot, ranging from hairdressing to websites. –The Economist

Service design applies design methods and craft to the definition and orchestration of products, communications, interactions, operations, culture, and structure of an organization.


User Experience Service Experience

Experience between person

and single touchpoint, usually a

digital product

Orchestrated experience

among all parts of the service,

from people to objects to

places to interfaces


SERVICE INTERACTIONS

CUSTOMER

STAFF

PRODUCTS OPERATIONS STRUCTURE CULTURE

CUSTOMER EXPERIENCE

BIZ & STAFF EXPERIENCE

SERVICE

DESIGN

source: 5 Things I Wish I Knew – Jamin Hegeman

http://www.slideshare.net/jaminhegeman/5-things-i-wish-i-knew-a-service-design-journey


BUSINESSSTAFF

CUSTOMER

EMPATHY TRIANGLE

BUSINESS NEEDS ‣ New service incubation

‣ Service transformation

‣ Process improvement

‣ Customer experience improvement

‣ Staff experience improvement

• Needs

• Opportunities

• Assessment

• Service Blueprint

• Service Experience Vision

• Planning & Support

• Design

• Pilot

• Deliver & Implement

Discover

Align

Build

NewService

OUTCOMES

ExistingService

OrgChange

ProcessChange

DigitalOutput

PhysicalOutput

Service Design


JOURNEY

IDEATION

SERVICE BLUEPRINT

TOUCHPOINTS

STORYBOARD

RESEARCH


• Cross-service journeys: financial health; credit building

• LOB service journeys: mortgage service

• Service sub-journeys: cafe account opening

CREDIT BANK FINANCIAL SERVICES

CROSS SERVICE

SERVICE

SUB SERVICE

OPERATIONS

Design for Journeys


JOURNEY

STAGES

KEY MOMENTS

FEATURES

TOUCHPOINTS

REQUIREMENTS

Service design gives shape to experiences that have no form.

2. How you see the world.


You see the matrix.

CHECK IN ENTER REVIEW PLAY WELCOME RELAX CONTROL LEARN


CHECK IN ENTER REVIEW PLAY WELCOME RELAX CONTROL LEARN

As a journey through touchpoints.

3. The principles you follow.

Human centered Co-creative Sequenced Visual Holistic

CAREGIVER

PATIENT

Human Centered


DESIGNER

NURSEBUSINESS

Human Centered


PROCESS ENGINEER

VICE PRESIDENT

Co-Creative

DESIGNER

CUSTOMER

Co-Creative

Sequencing

40

1

2

4

I’m not crazy.

If I keep doing this, people will think I'm crazy.

I didn’t get the right help, so I’m out.

Better someoneelse than me.

I don’t have mental health problems.

My family’s got issues, but that’s normal.

I don’t want to hear it.

There are people I can talk to.

I feel like I'm not alone.

Talking to others like me really helps.

5

I don’t trust you.

I want to help others.

It’s a little better.

3

ACTIONSKeeping silentUsing drugs and alcoholDenying problems

FEELINGConfused, Scared, Alone

NEEDSEducationHope

UnawarenessPHASE 1

ROADBLOCKS CAN BE OPPORTUNITIES THROUGHOUT THE JOURNEY

Youth is not considering change.

ACTIONSChanging behaviorHelping othersRelapsing

FEELINGSupported, Validated, Hopeful

NEEDSCulturally competent careFamily and peer support

EngagementPHASE 5

Youth’s commitment to change and new emerging behaviors are reinforced by positive experiences.

ACTIONSSelf-diagnosingSeeking helpTalking to someone

NEEDSTrustValidation

AwarenessPHASE 3

Youth is gathering information and self-reflecting while getting closer to seeking help.

FEELINGConfused, Skeptical, Uncertain

ACTIONSLinkage to helpTalking to caregivers for treatment consentStarting / Quitting therapy

NEEDSTrustSafetyPrivacyFEELINGRelieved, Ambivalent, Anxious, Hopeful

ConnectionPHASE 4

Youth believes change can happen and is actively taking steps to get help.

Youth need the right support, education, privacy, and safety to ensure they don’t fall off the grid.

Creating Positive Change for Youth in the Western Addition

A Journey to Empowerment

ACTIONSSeeking distractionsSelf-medicatingHurting others

FEELINGComplacent, Angry, Numb

NEEDSRole ModelingEducationNew Possibilities

SensingPHASE 2

Youth may think they have no control over the problem, yet are on the fence about getting help.

I’m not crazy, but I need help.

I'm not talking about my problems.

!

!

!

!

!

!

!

OUTREACH & EDUCATIONProvide empathy, acceptance, and opportunities to expand self-awareness

NEW JOURNEY(Empowered)

I’ve changed, but nothing else has.

Created in partnership with Mo’Magic and Edgewood © Adaptive Path

I feel bad, but I don’t know why.

GUIDANCE & SUPPORTProvide encouragement to take small steps, build relationships, and strengthen coping strategies

!STIGMAReframe

mental health

!TRUST

Strengthen valuable relationships with family, friends, and

community

!ACCESS

Deliver services when and where youth need them

!SAFETY

Ensure protected passage to services,

given the risk of invisible boundaries

“There are things I need to deal with.” “I’m not alone.”

“I can change.”“Why am I like this?”“Nothing is wrong with me.”

Sequencing


ME

MB

ER

AC

TIO

NS

PH

AS

ES

TO

UC

HP

OIN

TS

FRO

NT

STA

GE

STA

FFB

AC

K S

TAG

E S

TAFF

SY

ST

EM

S &

PR

OC

ES

SE

S

Line of Interaction

Line of Visibility

Website

Web serverCampaign manager, web server

Read about training on AP site

Receive training email

Email

Hear about trainings via event

Event materials (presentation/print)

Search online for UX trainings

Website

Contact us form, email

Email, detailed info sheet on key topics, training overview sheet (with light info on price)

Respond to email, schedule follow-up call, send detailed info on topic interest, and overview/exp info

Enter information on topic & interest on contact us form

Enter information into Salesforce

Send out email to training mailing list

Informal follow-up with practitioner

Salesforce

Review provided material & wait for call

Phone, email, PDF material

Understand & collect needs, qualify lead, fill out qualifying checklist

Update to warm lead in Salesforce, Informal follow-up with practitioner

Salesforce

Call with AP

Communicate lead to company, assign PM and Lead

Wait for material from AP

Generate narrative from modular blocks, and create logistics checklist

Dropbox

Email, narrative, logistics checklist

Send narrative, early cost transparency, schedule follow-up call, offer to handle supplies for training

Review material from AP

Phone, email, narrative, logistics checklist

Gather feedback from client

Update material based on feedback

Dropbox Dropbox, training tracker

Review material with AP

Email, phone

Reply to verbal win “Awesome!”

Update Salesforce

Salesforce

Approve training

Generate SOW, logistics details, enter into training tracker

Wait for SOW and logistics information

Email, Word file, PDF

Send SOW to client

Review SOW & logistics

AWARENESS ENGAGEMENTSequencing


Visualize

Visual

PHIL AUTOMATION, VISUALIZATION, AND CONTROL

“After installing the latest smart home technology, my home

takes care of me, saves me money, and keeps me informed.

I use apps to control it while I’m away and have nice reports

to see my progress.”

With smart appliances and the outlets

I installed, we know more about how we

use energy, and our home knows us.

It shuts down unneeded power at

night, and reactivates when my alarm

goes off in the morning.

It’s almost like my home is my advisor, keeping

me informed and helping me make better

decisions to save money.

It keeps in touch with us when we’re away.

And reminds me to conserve

energy when I forget.

Experience Principles

KNOWS METAKES CARE OF MESAVES ME MONEYLevel of Engagement

MY HOMEMY BEHAVIOR

EXPERIENCE

Phil enjoys an integrated system that makes smart decisions for him and notifies him if his attention is needed.

OPPORTUNITY

Automated SystemReal-time Usage

FEATURE

Home Energy SystemSmart OutletsSmart AppliancesIn-home Displays

PARTNER

Smart Appliance ManufacturersArchitectsHome Energy Consultants In-home Display Designers Home Improvement Retailers

1

EXPERIENCE

The home detects when the family is away and prompts Phil to turn on an away mode, that randomly turn lights on to keep the home safe.

OPPORTUNITY

CustomizationControlAutomation

FEATURE

Mobile AppsHome Energy Modes

PARTNER

App DevelopersHome Energy System ProvidersHome Improvement Retailers

2

EXPERIENCE

Phil’s home syncs with his calendar and smart alarm clock. At night, the home cuts power to unneeded areas of the house. In the morning, it reactivates.

OPPORTUNITY

CustomizationAutomation

FEATURE

Smart Energy ClockHome Energy ModesCalendar Integration

PARTNER

Electronics ManufacturersHome Energy System Providers

3

EXPERIENCE

Smart outlets help Phil understand individual costs, as well as provide alerts if energy use is unusually high.

OPPORTUNITY

Real-time UsageRecommendations

FEATURE

Smart Outlets

PARTNER

Electronics Manufacturers4

EXPERIENCE

Clear, easy to comprehend visuals give Phil tangible feedback on his family’s energy use. He relies on his energy system’s smart analysis to make decisions.

OPPORTUNITY

TrackingTips and Education

FEATURE

Mobile Apps

PARTNER

Interaction DesignersUtility CompaniesEnvironmental Organizations

5

WHAT’S HAPPENING

1

3

5

2

4

Visual


YOU(and your family)

COMMUNITY

ENVIRONMENT

Social Connections

Home Monitoring

Automation

Be Efficent

Share Energy

ChangeBehavior

SupportEnvironment

Save Money

ProvideComfort

Competition

Donations

Kickstarter

Microlending

Comparison

Dialogue

Teams / Groups

ResourceManagement

EnergySecurity

Renewables

Solar

Biking

Natural Disasters

EnergyRegulation

Infastructure

Incentives

Subsidies

DecentralizedModel

Rebates

Usage Patterns

Visualize Behavior

Smart Meter Data

Technology

ServiceProvider

Resources

Conservation

Weather

Education

Government

ChangingBehaviors

Recycling

ElectricCars

GlobalWarming

ReducingDemand

Draft 1/10/13

Cost

Rate Plans

Billing

Alerts

Comfort

Home ModesConstruction

Location

SmartAppliances

Disaggrigation

ConservationSensors

your home

territory map

WastedEnergy

Holistic


PRODUCT MANAGER

VISUAL DESIGNER

Holistic

4. The future you imagine.

PRODUCTIZED | JAMIN HEGEMAN | @JAMIN

Service Design Capabilities

47

PARTICIPATE

Learn the process, tools, and the language of service design

CHANGE THE ORG

Establish an accountable function that reports to the top

HIRE DESIGNERS

Build your design team or work with an external agency

MAKE HYBRID TEAMS

Embed non-designers with service design teams

+


Service Design Engagement Models

48

EXTERNAL EMBEDDED HYBRID

Service design team focuses on specific projects or a program of work outside of business as usual operations and delivery. Pro: Dedicated team hyper focused. Sees the big pictureCon: BAU may not know how to integrate the work.

Service designers work as part of an operations or delivery team, integrating methods and tools into workflow. Pro: Invested and accountable, highly integrated in the work. Con: Isolated and may be outnumbered by BAU.

External team accelerates projects, and supports vision and horizontal view. Embedded designers bridge the gap between strategy and BAU. Pro: Big picture view with linkage to BAU. Con: May be difficult to scale


SERVICE EXPERIENCE

SERVICE MANAGER

DESIGNER

OPERATIONS

TECHNOLOGIST

MARKETING

{

Service Design Team Structure


Service Strategy and Delivery Models

50

VISION PLANNING

OPERATIONS AND DELIVERY

VISION


Service Experience Officer

51

MARKETING IT OPERATIONS FINANCE

CEO

SERVICE

SERVICE EXPERIENCE

SXO

SERVICE

SERVICE EXPERIENCE

5. Your journey.


Read books.

53

My Favorites

This is Service Design Thinking

Service Design from Insight to

Implementation

Service Design for Business: A Practical Guide to Optimizing the

Customer Experience

Designing for Interaction (Chapter on Service Design)

servicedesignbooks.org


Learn the tools.

54

servicedesigntools.org


Go to conferences.

55


Rethink your life.

56

GO TO SCHOOL GET A JOB START YOURSELF JOIN THE COMMUNITY

Dedicating time to build your foundation

Taking time off and getting into debt

Working with and learning from the pros

Finding few jobs in the current market

Leading the way at your organization

Getting push back and little support

Tapping into a network with the same goal

Networking may not build skills you need

PRO

CON


Build your skills.

57

ABILITY

Work across disciplines and a wide range of stakeholders

Create stories that communicate the desired

service experience

Connect dots, visualize and simplify

complex systems

Work on both problem framing and design execution

Empathize with customers, employees, and

business partners

Understand and appreciate various forms of design

FOCUS

Orchestration of service interactions across time

Value exchanged (co-value) through service encounters

Design across the front stage and back stage

APPROACH

Advocate for customer, employee, and business goals

Co-create with groups and disciplines

Examine broader ecosystem and experiences in relation to

service moments+ =


Develop your craft.

58

DEFINE THE VISION

STORYTELLER

ORCHESTRATE EXPERIENCES

CONDUCTOR

LEAD COLLABORATION

FACILITATOR

DELIVER RESULTS

DESIGNER

Our products don't live on there own.

Whether you design services or not, service design can help you.

If you want to be a service designer, the world needs you.

Thank you.

JAMIN HEGEMAN

HEAD OF DESIGN, CAPITAL ONE FINANCIAL SERVICES

PRINCIPAL, SERVICE DESIGN NETWORK

[email protected] | @JAMIN

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So you want to be a Service Designer

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