Service Storming and Dragon Lines

SERVICE
STORMING AND
DRAGON LINES
(From Acting to Action)

Jared Cole | @coﬀeekid
Jamin Hegeman | @jamin

SCHEDULE
2:00-2:15 Introduction
2:15-3:15 Acting
3:15-3:30 Discussion
3:30-3:45 Break
3:45-4:00 Service Blueprint Overview
4:00-5:00 Service Blueprint Exercise
5:00-5:30 Q&A

2

ey used to only ask for this.

3

now they
want more!

4

CHALLENGE
How do we use our design
skills to help organizations
orchestrate experiences and
interactions across
touchpoints and time?

5

Service Storming
A collaborative activity, focused on
the generation of new service
experience concepts through acting.

7

Science of Service Storming
Engaging in physical expression
activates diﬀerent parts of your
brain, helping you to think in
new ways.

9

Art of Service Storming
Service delivery is a performance.
If your performance connects
with the audience, you might be
on to something.

10

e Rules
No Sitting. No Pitching.

11

Experience Principles
Hidden Treasure

Ideal state. What if...
10 minutes Voting Booth
Voting | Taxes | DMV

Think across space, time,
+
products, and people.

Act it Out
Day Spa
20 minutes

3 scenes
3 touchpoints
2 minutes

12

How can this help me?

13

Dragon Lines
To determine feng shui, the
ancient Chinese would run down a
hill to find the natural flow.
We are going to map that flow
through service blueprinting.

16

SERVICE BLUEPRINT
A blueprint is an operational tool
that describes the nature and the
characteristics of the service
interaction in enough detail to verify,
implement, and maintain it.

17

134 Harvard Business Review January-February 1984

Exhibit I Blueprint for a comer shoeshine

StarKlard Brush
execution time shoes
2 minutes

Total
acceptable
execution time
5 minutes

Une of Faciiitating services
vialblllty and products
Not seen Select
by customer and purchase
but necessary supplies
to
perfonnance

There are several reasons for the lack of Good and lasting service management requires muc h
analytical service systems designs. Services are more. Better service design provides the key to market
unusual in that they have impact, but no form. Like success, and more important, to growth. 18
light, they

Where in the process?

research Ideation

Journey

Storyboard Blueprint

Touchpoints
19

Building Blocks
Customer Actions

Touchpoints

Staﬀ Actions

Line of Visibility

Back Stage Staﬀ

Support Processes

Time
20

Example Customer orders
a hamburger
Customer waits
Customer feels
cared for
Customer
receivers order

Dinner menu Conversation Hamburger

Server records
Server checks on Server delivers
order on
customer hamburger
Notepad

Server enters Chef receives Chef delivers
order into order and makes hamburger to
system burger server

Hamburger
Order system
ingredients

21

Iteration Customer orders
a hamburger
Customer waits
Customer feels
cared for
Customer
receivers order


Server records Server checks on Server delivers
order on iPad customer hamburger

Chef receives Chef delivers
order and makes hamburger to
burger server

Order system
iPad app
Hamburger
ingredients

22

http://tinyurl.com/cdw6ya

24

Service Blueprint of Presby Neuro Clinic
PHYSICAL Front Waiting Front Waiting Front Hallway Exam MRI & Exam MRI & Door Tag Waiting Check-out
EVIDENCE Desk Room Desk Room Desk Room Chart Room Chart Room Room

Check-out,
PATIENT Sign In Wait Check-in Wait Responds Follow to Wait in Answer
Wait
Ask Return
Wait Pay, &
ACTIONS Exam Rm Exam Rm Questions Questions Door Tag Leave

Line of Interaction

? ? ? ? ?
ONSTAGE Call Escort to
Check Meet Dr. Process &
CONTACT Welcome Process Patient Exam Rm
Vitals & Kassam Check-out
Ask Quest
PERSON

Line of Visibility

BACKSTAGE Get See Other Grab Check Place in Take See Other
See Other See Other
CONTACT Patient
Patients Patients Door Tag Patients
Patient Kassam Away Patients
PERSON Chart Location Bin Chart

Brings Chart in Grab Kassam
Door Tag To Be Chart Gets Quick
Back Seen Bin from Bin Review

Chart Write Rm Check
Taken by # on Patient Dictation
Staff Schedule Location

Line of Internal Interaction

SUPPORT Records/ Bin Chart Records/
Debbie’s Door Tag Schedule Storage Database
Database System
PROCESSES Chart Cart
System
System System System System

25

Purpose
Provide a human-centered perspective
Prototype the service
Visualize all the pieces
Communicate across silos
Prioritize projects

26

Blueprinting Activity
60 Minutes
Paper & Post-Its

27

Example Customer orders
a hamburger
Customer waits
Customer feels
cared for
Customer
receivers order


Server records
Server checks on Server delivers
order on
customer hamburger
Notepad

Server enters Chef receives Chef delivers
order into order and makes hamburger to
system burger server

Hamburger
Order system
ingredients

28

Determine your scale
Service journey

blueprint
blueprint

blueprint

blueprint

30

Decide your fidelity
Post its

excel

illustrator

31

Start, stop, continue

gap

current state blueprint future state blueprint

32

Orchestrate implementation
single touchpoint

Coordinated touchpoints

33

Work with others

marketing
process engineering

business

change management
Technology

34

Dialing IBM-HELP to get assistance with Lotus Notes
Carrie Chan | IBM T.J Watson Research Center, Hawthorne NY | 6.15.07
Blueprinting ideas v.4
service evidence

problem with Lotus Lotus Notes Ticket number
Notes Mail and Mail and
Calendar syncing Calendar syncing
works
customer steps

DIAL NAVIGATE PRE-RECORDED MENU TALK TO AGENT WAIT FOLLOW AGENT’S STEPS TO SOLVE PROBLEM PROBLEM HANG UP?
SOLVED

hazard line

Dislike calling call centers how long am i being
onstage

put on hold for?
i’m pressing ‘3’ and
nothing is happening...

6D1511 is before
6A1511 in the menu
choices... did I hear is he even listening to
6D1511 correctly? me? he seems to be what is a ticket number?
he’s assuming i know all the typing a lot. and not
customer’s journey

IBM language even though I’ve paying attention.
repeatedly told him I was new
ﬁnally, the agent is back he’s talking really fast
he’s apologizing for soft-
ware malfunction - is this
the same problem i was
just having? or should i be
worrying about something
else?

he solved the
problem!

line of of visibility
area visibility
representative
service

Give introductory speech. Ask for employee serial Present customer with menu options to Introduce yourself. Ask customer what Look up information regarding Ask what error message Proceed to follow steps outlined in documentation. Conﬁrm that the Ask customer to write down the ticket number.
number. redirect call. Apologize for software problem they’re having. Lotus Notes Mail and Calendar the customer is getting. customer’s problem Email this ticket number to the customer.
script

malfunction. syncing on database. is solved.
Redirect call after customer inputs a Thank customer for calling IBM HELP.
choice. Ask if they are on or Ask if the customer
off site. has any other
problems.
provider’s steps
backstage

WAIT FOR CALL DIRECT CALL TO PROPER DEPT. INTRODUCTION GET PROBLEM FIND SOLUTION TO PROBLEM WALK CUSTOMER THROUGH PROBLEM SOLUTION CONCLUDE GIVE TICKET NUMBER
application
backstage
processes

P P P P P P P P P P P P P P
support

implementation account executives product executives (BTO) operational executives (SO)

thinkcarrie.com
Living with Complexity, Donald Norman

37

http://bit.ly/SK4HHU
Damaris Sepulveda | @shizada

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Extra tip: Play!

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ese activities will help you...

Design across
touchpoints

Design across
channels

Design across
experiences

meet the future
needs of design
40

ank you!
CONTACT RESOURCES

JARED COLE SERVICE DESIGN NETWORK
jared@adaptivepath.com | @coﬀeekid service-design-network.org

JAMIN HEGEMAN SERVICE DESIGN TOOLS
jamin@adaptivepath.com | @jamin servicedesigntools.org

DESIGN FOR SERVICE
designforservice.wordpress.com

SERVICE DESIGN DRINKS AND EVENTS
servicedesigning.org

SF SERVICE DESIGN DRINKS
@servicedesignsf

42

Service Storming and Dragon Lines

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Service Storming and Dragon Lines