This presentation has been shown three times by Trent Mankelow from Optimal Usability: 23 February 2010 - Wellington 30 March 2010 - Wellington 21 April 2010 - Auckland You can see the video of this presentation in 3 parts at http://www.youtube.com/watch?v=GXitPLqQDxc http://www.youtube.com/watch?v=nj14MWheZ1o http://www.youtube.com/watch?v=o84IbnUhFDo

1. Trent Mankelow Introduction to Service Design

2. Customer? Customer?

5. Zappos’ goal is to make sure every interaction results in the customer saying , “That was the best customer service I have ever had”

6. From http://trainingtime.wordpress.com/2009/02/27/why-zappos-sent-my-mom-a-get-well-card/

7. Photo from http://scott-allison.net/2009/12/08/culture-at-zappos-and-how-everyone-benefits/

8. New employees are offered $2,000 to quit

13. X 1,000,000,000

14. Zappos is a service company that happens to sell shoes Photo from http ://www.flickr.com/photos/lachlanhardy/83702051/

15. What’s the best service experience you've ever had?

16. What’s the worst service experience you've had?

17. So why is customer service so average?

18. Most companies think inside-out From http://blogs.harvardbusiness.org/merholz/2009/06/a-framework-for-building-custo.html

19. SYSTEMS

20. PROCEDURES

21. TOUCHPOINTS

22. ...Advertising

23. ...Websites

24. ...Customer-facing staff

25. ... Communication and mailings

26. ... Physical environments

27. INTERACTIONS

28. EXPERIENCES

31. What is a service?

34. My TV Buying Experience

38. Your TV is ready to pick up!

39. Photo from http://www.dnzproperty.com/images/objectImages/highres_images/PMC-Noel-Leeming.jpg

40. A new TV!!

41. Customer-facing staff Websites Communications Physical environments Payment systems Packaging

44. Service Design Process

45. Service Design Process

46. Service Design Process

47. Service Design Process

48. Service Design Process

49. Service Design Process

51. Personas

52. Service Design Process

59. Target increase Actual increase Page views 10% 25% Page views (by staff) 10% 32%

61. Experience prototypes

62. Service Design Process

65. What’s the best service experience you've ever had? Photo from www.vernonresearch.com/site-images/FocusGroup.jpg

66. Photo from http://www.eavesconsulting.com/storage/concierge.jpg

67. Photos from www.appleinsider.com

72. Photos from http://blogs.eweek.com/applewatch/content/channel/remembering_apples_first_store.html , http://www.baytopiedmont.com/2009/12/16/apple-tysons-corner-i-love-this-place/ and apple.com

73. Photo from http://www.slideshare.net/monstro/customer-service-is-the-new-marketing-next09-hamburg

84. In conclusion

86. Service Design Focus on a single touchpoint Usability User Experience Focus on a single screen Focus on all of the touchpoints that make the entire experience

87. You are here Photo from http://www.hardbrassmedia.com/about.html

90. guardian.co.uk/service-design

91. Thanks Trent Mankelow Optimal Usability [email_address] Sign up to our newsletter at optimalusability.com !