3. //Service Design Phases
Research, Ideation & Prototyping
ETHNOGRAPHIC DEEP DIVE & DESIGN DEVELOPMENT
RESEARCH IDEA GENERATION & PROTOYPING
• Culture Hunt • Customer Journey Map • Desktop Walk-throughs
• Interviews • Personas • Mock-ups
• Shadowing • Service Blueprint • Role Play
• System Maps • Storyboarding • Testing
4. PERSONAS
WHAT?
Fictional profiles
WHY?
Empathy. Design around a real
user & real motivations.
HOW?
Design research » Create
characters with real-life
backgrounds, details, & quotes.
IMAGE CREDITS: (Top) Engine Group; (Center) http://uxmag.com/articles/using-proto-personas-for-executive-alignment;
(Bottom) Team One
5. STORYBOARDS
WHAT?
Hypothetical stories told with
pictures & words
WHY?
Walk your personas thru many
scenarios. Lots of ideas—fast! Design Ignites Change
Implementation Award Application
HOW? How Nudge works
Nudge is an online platform that community health organizations can use to
“What if...?” “How might...?”
communicate with their patients. Gary has been HIV positive for two years
and has been doing well when he follows his treatment plan consistently.
1 Because of a spike in his viral load,
Gary’s care provider Dr. Ring is worried
Identify a goal for your persona.
he’s been missing doses of his medica-
tion. They agree to try a different pill
schedule to accommodate his night-owl
tendencies and to set up reminder text
messages through Nudge.
Start with a list of steps. 2 Gary is concerned that his friends who
don’t know his status might see the Knock knock
Don’t be afraid to draw!
messages and guess he is HIV positive, Time to rock.
so Dr. Ring helps him customize the
reminders he’ll be receiving daily. 01:00 PM
IMAGE CREDITS: (Top) AC4D; (Center & Bottom) Patient Nudge 3 Gary also receives check-in messages
inquiring about side effects. He replies
that he’s been experiencing rashes.
Dr. Ring follows up to remind him of
the importance of keeping up with his
meds and coaches him on what to tell
friends if they ask about the rashes.
6. CUSTOMER JOURNEY MAP
WHAT?
Map of a user experience across
touchpoints, channels, & time
WHY?
A visual overview helps you Rail Europe Experience Map
identify pain points & opp areas. Guiding Principles
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 ti
Customer Journey
HOW? STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel
Use research to identify all
Enter trips Review fares Confirm Delivery Payment Review &
RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive
Select pass(es) itinerary options options confirm
Destination Look up
pages Change Check ticket
time tables plans status
touchpoints where users Plan with
interactive map
raileurope.com
Map itinerary
(finding pass)
Live chat for
questions
May call if
interact with your service. Map a
DOING
difficulties
occur
Blogs & Kayak,
Travel sites compare Print e-tickets
airfare at home Paper tickets
Web arrive in mail
persona’s journey toward a goal.
Talk with
Google Research
friends
searches hotels
• What is the easiest way to get around Europe? • I want to get the best price, but I’m willing to pay a • Do I have all the tickets, passes and reservations • Do I have everything I need?
• Where do I want to go? little more for first class. I need in this booking so I don’t pay more • Rail Europe website was easy and friendly, but
THINKING • How much time should I/we spend in each • How much will my whole trip cost me? What are my shipping? when an issue came up, I couldn’t get help.
place for site seeing and activities? trade-offs? • Rail Europe is not answering the phone. How
• Are there other activities I can add to my plan? • What will I do if my tickets don’t arrive in time?
else can I get my question answered?
IMAGE CREDITS: (Top) Mad Pow; (Center) HourSchool; (Bottom) Adaptive Path - http://www.uie.com/articles/experience_map/Europe!
• I’m excited to go to • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country
• Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone.
FEELING • What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Frustrated that Rail Europe won’t ship tickets
• I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe.
• Am I sure this is the trip I want to take?
• Happy to receive my tickets in the mail!
Enjoyability Enjoyability Enjoyability Enjoyability
EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe
7. SERVICE BLUEPRINT
WHAT?
Chart of all aspects in a service
WHY?
A look at all stakeholder roles.
Gives enough details that
someone could implement it.
HOW?
Start with the customer journey.
Chart the physical evidence,
on-stage actions, back-of-stage
actions, and support processes.
IMAGE CREDITS: (Top) CEDIM / Photo by Edith Valle; (Bottom) Adaptive Path
8. RESOURCES
BOOK
This is Service Design Thinking
SITE
www.servicedesigntools.org
MORE!
Check out the resource list we’ve compiled on
www.servicedesignjam.org
