This is the slide presentation used during the Experience Tapestry Workshop series during the virtual Global Service Design Network event in October 2020.

1. Experience
Tapestry
SDN GLOBAL CONFERENCE 2020
Designing for Interdependent Moments
in Multi-Actor Ecosystems

2. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Your Facilitators
CAROL MASSÁ
Service Designer
JEFF HARRIS
Service Designer
PATRICK QUATTLEBAUM
CEO & Co-Founder

3. Harmonic Design:
a service design firm
for today’s complexity.
We go wide and deep with organizations,
together reimagining their services from
value proposition to experience; from
operations to outcomes; and from
capabilities to culture.

4. • Understand concepts and perspectives
for going beyond customer-centricity
• Learn a simple method — Experience
Mesh — for modeling interdependent
moments in a service experience
• Facilitate colleagues through mapping
intersecting, multi-actor pathways and
identifying opportunities for increasing
collective benefit
• Understand how to connect this
approach connects with other service
design methods
W O R K S H O P
O B J E CT I V E S
I NT R O D U CT I O N
Triggers:
Word of
mouth
(Friends)
Family
Finding
my
agent
Setting up a
time to talk
to my
agent
Learning
about my
options
Receiving
my order
summary
Agreeing
to terms
Choosing
the service
I want
Reviewing
personal
info
Required
by
landlord
Comparing
multiple
offers
Learning
about
coverages
Understanding
landlord
requirements
in order to
meet them
Feeling pressured to make
a decision
How do you
know when you
are working
with the right
agent?
Having a get-
to-know-me
conversation
with the Agent
key
Deciding
what I
want
Checking
my
inventory
Receiving
advice from
agent
key
Discussing
payment
plan
options
Signing
agreement
Understanding
my options
Finding
out about
eligibility
Getting a
notification
about new
customer
key
Scheduling
meeting
Meeting
with
Customer
Providing
options to
customers
Confirming
basic
information
Offering
additional
products/
services
Confirming
application
info w/
customer
Providing
verbal
order
summary
Asking for
payment
info
Identifying
possible
service
options
Consulting
on best
options
Having a
conversation
w/ customer
about needs
Asking
underwriting
questions
Entering
customer
info
Providing
the
customer a
quote
Refining
the
customer
quote
Billing system
is not where
we want it to
be in the
future
Providing
personal
info
Consultation Event
Feeling that I'm being
understood.
Feeling I'm getting
personalized customer
service.
Trust aspect to
this interaction
Building trust with my
agent, feel that I'm being
heard.
Exit
After this conversation, I
feel confident that I know
what I need.
I understand what my
options are and I know
where to get what I need
how and
where will
customers pay
in the future?
Discussing
terms/agreement
with spouse
before agreeing
How is this
moment
handled?
Getting in
touch with
customer

5. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Agenda
Experience Tapestry (10’)
Concepts & perspectives
for today’s service designer
Experience Mesh (10’)
Collaborative sensemaking for
multi-actor service experiences
Small Group Activity (80’)
Getting hands on with
Experience Mesh
Meshing with Other Methods (15’)
How Mesh complements other
service design methods and Q&A
2
4
3
1

6. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Tools We Will Be Using
PRESENTATIONS AND
VIDEO/AUDIO FOR
DISCUSSIONS
SMALL GROUP
ACTIVITY
SMALL GROUP
ACTIVITY

7. Experience Tapestry
Concepts & perspectives for today’s service designer

8. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Storytelling and
Human Experience
Throughout time, humans have told
stories to share their experiences and
collectively process seemingly
connected and unconnected events in
order to build knowledge, adapt, and
thrive in a complex world.

9. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
The Many Threads
of Tapestries
A tapestry is a visual narrative that is
constructed from many threads, both
metaphorical (many stories) and literal
(many strands of linen wool or cotton).
Many tapestries portray a collection of
shared moments of many people within
a specific context.

10. A dynamic service ecosystem of
interweaving human stories in
which many actors seek and
create value moment by moment
over time.
EXPERIENCE
TAPESTRY
Source: https://www.metmuseum.org/art/collection/search/467638

11. Service designers act as a weaver,
orchestrating many stakeholders
through understanding today’s
stories and reimagining
tomorrow’s stories. It’s an
invaluable activity in organizations
to design for maximum value
creation through service in a
complex and ever-changing world.
Four principles inform this
emerging perspective.
SERVICE DESIGNER
AS WEAVER
Source: https://www.ikfoundation.org/uploads/image/2-medieval-3-weaver-e28093-nc3bcrnberg-c-1425.jpg

12. BECAUSE…
The Customer and Business dyad
and generic customer-centric
thinking do not reflect the dynamic
systems of value creation
SERVICE DESIGNERS MUST…
Lean harder into ecosystem and
actor-to-actor mindsets, concepts,
and methods. Help organizations
embrace–not oversimplify–the
complexity of the world around us
to create better outcomes.
1. POLYCENTRISM
Go deeper: Polycentrism in fields such as Economics, Governance, and Urban Design
Actor
Actor
Actor
Actor
Customer
Actor
Actor
Actor
Actor
Actor
Actor
Actor

13. BECAUSE…
Value is cocreated through
collective experience and a
complex web of relationships
SERVICE DESIGNERS MUST…
Codify how each actor
experiences the service and
defines value from their
perspective. Design adaptive
services to respond to changing
definitions of value and produce
desirable outcomes for all actors.
2. VALUE COCREATION
Go deeper: Lusch and Vargo, Service Dominant Logic
Customer Business
Goods-Dominant Logic
Service-Dominant Logic
Multiple transactions = Relationship
Orchestrating multiple relationships
results in value cocreation
Customer Employee
Employee
Employee
Partner
Third Party
Third Party
VS.
Service Moment

14. BECAUSE…
Experience is integral to (not an
output of) value cocreation
SERVICE DESIGNERS MUST…
Develop better models for defining
multi-actor experience dynamics.
Use moments as an evergreen
building block to ensure the needs
and desired experiences of people
inform and inspire service strategy,
design, and delivery.
3. MOMENTS MATTER
Go deeper: Risdon & Quattlebaum, Orchestrating Experiences
Customer
Employee
Functional Needs
Emotional Needs
Social Needs
Desired outcomes
Service Moment
Value Cocreation

15. BECAUSE…
Service organizations must manage
fit among strategies, activities, and
capabilities with value expectations
SERVICE DESIGNERS MUST…
Connect the dots across journeys,
services, and actors… and internal
silos and capabilities. Use
moments to construct a human-
centered architecture that helps
ensure more predictable value
cocreation.
4. SERVICES ARE FOR PEOPLE
Risdon & Quattlebaum, Orchestrating Experiences
Business Strategy
Moment Architecture
Business Strategy
Operational and Technology Capabilities
Moment Moment that Matters Critical Cocreation Connections
Key
Customer
Employee
Partner

16. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Experience Tapestry Toolbox
Experience Mesh Ecosystem Mapping
Design research
(360-degrees of all
actors, not just customer)
Multi-Actor
Value Propositions
Jobs to Be Done
(adapted to be
less product-centric)
Experience Mapping
(adapted for
non-linear, multi-actor)
Moment Architecture
and Moment Briefs
Service Blueprinting
Stories from
the Future
(multi-actor, non-linear)

17. Experience Mesh
Collaborative sensemaking for multi-actor service experiences

18. Simple sense-making technique driven by a storytelling
activity that combines multiple protagonists’ stories in
one single view of a service experience.
What is Mesh?
Method Overview

19. What is Mesh for?
Method Overview
To identify opportunities for
optimizing and reimagining
service experiences across the
organization
To surface individual and
collective needs to align on
opportunities across the
organization
To visualize experience gaps
across actors (e.g, waiting or
communication gaps) at a larger
ecosystem scale
To evaluate interdependent
and shared moments among
actors in a sequence of time

20. • A deliverable
• Driven by technical requirements
• About the details (it’s about
understanding of each actor’s
experience and needs)
What isn’t Mesh?
Method Overview

21. When to use it?
Early in the
process to build
alignment across
stakeholders on
key areas of focus
Things to consider
Scope and Participants
What types of
projects?
Cross-collaborative
initiatives that can
benefit from inside-
out/outside-in
perspectives
Who to invite?
Consider working
with 3-4 actors at
a time and select
SMEs that can
represent the
selected actors
Roles in the session
• Main facilitator
• Small group facilitator(s)
• Note Taker(s)
• SMEs
• Mix level of participants

22. Work in
separate small
groups and
describe each
actors’
experiences
How does it work?
Pre-session:
Core Team
Members
decide which
actors would
best fit the
project scope
Share out
stories from
each
protagonists
and facilitate
entire group
discussion
*make sure to take
notes about findings
Call out
interdependent
and shared
moments
across actors
Vote on which
opportunity
areas to
investigate
further
Post-session:
Select the best
method to help
solve for the
challenges
represented in
the mesh
1 2 3 4
5 6 7
Identify key
moments of
each actor’s
stories

23. B2B2C In-person: Three (3) actors

24. Triggers:
Word of
mouth
(Friends)
Family
Finding
my
agent
Setting up a
time to talk
to my
agent
Learning
about my
options
Receiving
my order
summary
Agreeing
to terms
Going
about
my day
Receiving
log-in email
invitation
Receiving
welcome
package
Creating
account
Choosing
the service
I want
Reaching
out for
general
inquiry
Reviewing
personal
info
Receiving
first bill
Paying
my first
bill
Receiving
follow-up from
agent (yearly,
monthly?)
Required
by
landlord
Comparing
multiple
offers
Learning
about
coverages
Understanding
landlord
requirements
in order to
meet them
Feeling pressured to make
a decision
How do you
know when you
are working
with the right
agent?
Having a get-
to-know-me
conversation
with the Agent
key
Deciding
what I
want
Checking
my
inventory
Receiving
advice from
agent
key
Discussing
payment
plan
options
Signing
agreement
Telling
roommates about
experience
signing up with
insurance
company
Understanding
my options
Finding
out about
eligibility
Getting
copy of
signed
agreement
Making
down
payment
Getting a
notification
about new
customer
key
Scheduling
meeting
Meeting
with
Customer
Providing
options to
customers
Confirming
basic
information
Offering
additional
products/
services
Confirming
application
info w/
customer
Providing
verbal
order
summary
Asking for
payment
info
Sending
email for
account
creation
Application
approval
process
Identifying
possible
service
options
Consulting
on best
options
Having a
conversation
w/ customer
about needs
Following-
up with
Customer
Asking
underwriting
questions
Talking with
customer
yearly to
discuss
renewing
Entering
customer
info
Providing
the
customer a
quote
Refining
the
customer
quote
Billing system
is not where
we want it to
be in the
future
Communication
channel varies
by agent
comfort level
Dependency
on agent
technological
capabilities
Look for
cross-sell
opportunities
Referrals
Providing
personal
info
Consultation Event
Feeling that I'm being
understood.
Feeling I'm getting
personalized customer
service.
Trust aspect to
this interaction
Building trust with my
agent, feel that I'm being
heard.
Exit
After this conversation, I
feel confident that I know
what I need.
I understand what my
options are and I know
where to get what I need
how and
where will
customers pay
in the future?
Discussing
terms/agreement
with spouse
before agreeing
How is this
moment
handled?
Getting in
touch with
customer
B2B2C Remote: Two (2) actors

25. B2C Remote: Four (4) actors
Confirming
if order is
ready
Confirming
customer
info
Receiving
customer
call
Providing a
waiting
time
estimate
REPETITIVE PATTERN
Confirming
customer
info
Receiving
customer
call
Providing a
waiting
time
estimate
Confirming
if order is
ready
REPETITIVE PATTERN
Receiving
the order
Shopping
items from
the order
Confirming
item
inventory
Completing
order
Sending
customer a
text message
to confirm
item swap
Receiving
the order
Shopping
items from
the order
Confirming
item
inventory
Completing
order
Sending
customer a
text message
to confirm
item swap
Phone
Support
Associate
Customer
Moments
Pick-up
Grocery
Associate
Preparing for
my visit to
the grocery
store.
Going to
the grocery
store
Getting
in pickup
line
Grocery
Shoppers
"X"
Receiving
the order
Shopping
items from
the order
Confirming
item
inventory
Parking
in pickup
spot
Contacting
pickup
associate
Preparing
car for
groceries
Waiting
Receiving
the order
receipt
Sanitizing
Receiving
groceries
Going
home
Handing-
off order
receipt
Loading
customer
car with
groceries
Placing
my
order
Completing
order*
(system
trigger)
Sending
customer a
text message
to confirm
item swap
Receives
notification
about order
completion
Receives
customer's
pick-up spot
number
Picking up
customer
order and
receipt
Handing-
off order
receipt
Loading
customer
car with
groceries
Confirming
customer
order is
ready
Picking up
customer
order and
receipt
Confirming
customer
info
Receiving
customer
call
Providing a
waiting
time
estimate
Confirming if
order is ready*
(system
trigger)
Confirming
customer
info
Receiving
customer
call
Providing a
waiting
time
estimate
Confirming
if order is
ready
REPETITIVE PATTERN
REPETITIVE PATTERN
REPETITIVE PATTERN
REPETITIVE PATTERN

26. Emphasizes the
emotional experiential
side of multi-actor
stories going beyond a
single protagonist
How this differs from other methods
Lower learning curve for
non designers to
engage with compared
to journey mapping/
ecosystem mapping/
blueprinting
Provides a space for
discovery that accounts
for more than one actor’s
needs
Unlike service blueprints,
does not require
defining experience
details (e.g. frontstage/
backstage/support systems)

27. • SMEs in the room/session
• Have conducted stakeholder
interviews and refined project
objectives
• Identified key criteria to select
opportunity areas
• 2 session w/ 2-4hrs
In real life
About your experience in this workshop
Today
• Harmonic will represent the
SMEs in the room/session
• Harmonic has selected a general
global topic to work with
• Harmonic pre-defined high-level
criteria for selection
• 80min session

28. 28
Let’s Go!

29. Small Group Activity
Getting hands on with Experience Mesh

30. 1. Everyone, go over demo journey
2. Individually, find your artboard in Miro and click on video link
- Watch your actor’s videos and describe journey
3. In small groups, share out individual journeys
- Select one of them and choose three (3) key moments per actor
4. Everyone, share out each actor’s stories
- Go over additional actor’s journey
- Identify interdependent and shared moments
- Individually, vote on your top three (3) opportunity areas
Small group logistics (duration: 80min)

31. Demo
Journey
• Listen to the video and describe the
step-by-step journey of the new hire
• Write one step per post-it
• Reflect
• Find your individual board and click
on the video link
ACTIVITY
Everyone
MINUTES
10

32. Build Your
Protagonist’s
Journey
• Listen to the video and describe the
step-by-step journey of your
designated actor
• Write one step per post-it
ACTIVITY
Individually
MINUTES
15

33. Reflection
about method
How was it?
What was new to you?
What was different?
What was challenging?
ACTIVITY
MINUTES
5
Everyone

34. Group 2: 10-Minute Break

35. Share out and
select key
moments
• Share-out your own version
• Select one journey as a starting point
• Individually, vote your top 3 key
moments of this protagonist journey
• Discuss why are those key moments
ACTIVITY
MINUTES
10
Group 1: HR

36. Group 1: 10-Minute Break

37. Share out and
select key
moments
• Share-out your own version
• Select one journey as a starting point
• Individually, vote your top 3 key
moments of this protagonist journey
• Discuss why are those key moments
ACTIVITY
MINUTES
10
Group 2: Hiring Manager

38. Share
and Mesh
• Present your actor's high-level story
and call out your top 3 key moments
• Go over new hire actor’s journey
• Draw connections between the
different actors
• Reflect and discuss about
interdependent and shared moments
ACTIVITY
Everyone
MINUTES
15
up a
talk
y
t
Learning
about my
options
Receiving
my order
summary
Agreeing
to terms
Going
about
my day
Receiving
log-in email
invitation
Receiving
welcome
package
Creating
account
Reaching
out for
general
inquiry
Reviewing
personal
info
Receiving
first bill
Paying
my first
bill
Receiv
follow-up
agent (y
month
Having a get-
to-know-me
conversation
with the Agent
key
Deciding
what I
want
Checking
my
inventory
Receiving
advice from
agent
key
Discussing
payment
plan
options
Signing
agreement
Telling
roommates about
experience
signing up with
insurance
company
Understanding
my options
Finding
out about
eligibility
Getting
copy of
signed
agreement
Making
down
payment
Providing
options to
customers
Confirming
basic
information
Offering
additional
products/
services
Confirming
application
info w/
customer
Providing
verbal
order
summary
Asking for
payment
info
Sending
email for
account
creation
Application
approval
process
Following-
up with
Customer
Talking
custom
yearly
discu
renew
Providing
the
customer a
quote
Refining
the
customer
quote
Billing system
is not where
we want it to
be in the
future
Communication
channel varies
by agent
comfort level
Dependency
on agent
technological
capabilities
Look for
cross-sell
opportunities
Referrals
Providing
personal
info
Consultation Event
Feeling that I'm being
understood.
Feeling I'm getting
personalized customer
service.
Trust aspect to
this interaction
Building trust with my
agent, feel that I'm being
heard.
Exit
After this conversation, I
feel confident that I know
what I need.
I understand what my
options are and I know
where to get what I need
how and
where will
customers pay
in the future?
Discussing
terms/agreement
with spouse
before agreeing
How is this
moment
handled?

39. Choose
Opportunity
Areas
• Individually, choose three (3) key
opportunity areas according to the
desired outcomes
• Reflect and discuss about findings
ACTIVITY
Everyone
MINUTES
5
up a
talk
y
t
Learning
about my
options
Receiving
my order
summary
Agreeing
to terms
Going
about
my day
Receiving
log-in email
invitation
Receiving
welcome
package
Creating
account
Reaching
out for
general
inquiry
Reviewing
personal
info
Receiving
first bill
Paying
my first
bill
Receiv
follow-up
agent (y
month
Having a get-
to-know-me
conversation
with the Agent
key
Deciding
what I
want
Checking
my
inventory
Receiving
advice from
agent
key
Discussing
payment
plan
options
Signing
agreement
Telling
roommates about
experience
signing up with
insurance
company
Understanding
my options
Finding
out about
eligibility
Getting
copy of
signed
agreement
Making
down
payment
Providing
options to
customers
Confirming
basic
information
Offering
additional
products/
services
Confirming
application
info w/
customer
Providing
verbal
order
summary
Asking for
payment
info
Sending
email for
account
creation
Application
approval
process
Following-
up with
Customer
Talking
custom
yearly
discu
renew
Providing
the
customer a
quote
Refining
the
customer
quote
Billing system
is not where
we want it to
be in the
future
Communication
channel varies
by agent
comfort level
Dependency
on agent
technological
capabilities
Look for
cross-sell
opportunities
Referrals
Providing
personal
info
Consultation Event
Feeling that I'm being
understood.
Feeling I'm getting
personalized customer
service.
Trust aspect to
this interaction
Building trust with my
agent, feel that I'm being
heard.
Exit
After this conversation, I
feel confident that I know
what I need.
I understand what my
options are and I know
where to get what I need
how and
where will
customers pay
in the future?
Discussing
terms/agreement
with spouse
before agreeing
How is this
moment
handled?

40. Final
reflection
How was it?
What was new to you?
What was different?
What was challenging?
What’s next?
ACTIVITY
MINUTES
5
Everyone

41. Meshing with Other Methods
How Mesh complements other service design methods and Q&A

42. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Meshing with other methods
• Early opportunity identification and ideation
• Ecosystem Mapping
• Jobs, Pains, Gains
• Contextual Research
• Service Blueprinting
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts

43. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Early Opportunities and Ideation
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
M
M
M
M
M M
M M
M M
M
M
M
M
Moments
Actors
M
M M M M
M M M
M M M
M M
M
M M
M
M M M M M
M M
ACTOR 1
ACTOR 2
ACTOR 3
ACTOR 4
M

44. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Early Opportunities and Ideation
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
M
M
M
M
M M
M M
M M
M
M
M
M
Moments
Actors
M
M M M M
M M M
M M M
M M
M
M M
M
M M M M M
M M
ACTOR 1
ACTOR 2
ACTOR 3
ACTOR 4
Mesh for Opportunities
• Shared Moments
• Conflicting Moments
• Gaps
• Define the opportunity
• Brainstorm initial thoughts
M

45. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Early Opportunities and Ideation
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
M
M
M
M
M M
M M
M M
M
M
M
M
Moments
Actors
M
M M M M
M M M
M M M
M M
M
M M
M
M M M M M
M M
ACTOR 1
ACTOR 2
ACTOR 3
ACTOR 4
Mesh for Opportunities
• Shared Moments
• Conflicting Moments
• Gaps
• Define the opportunity
• Brainstorm initial thoughts
M

46. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Early Opportunities and Ideation
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
M
M
M
M
M M
M M
M M
M
M
M
M
Moments
Actors
M
M M M M
M M M
M M M
M M
M
M M
M
M M M M M
M M
ACTOR 1
ACTOR 2
ACTOR 3
ACTOR 4
Mesh for Opportunities
• Shared Moments
• Conflicting Moments
• Gaps
• Define the opportunity
• Brainstorm initial thoughts
HMW HMW HMW HMW
M

47. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Early Opportunities and Ideation
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
M
M
M
M
M M
M M
M M
M
M
M
M
Moments
Actors
M
M M M M
M M M
M M M
M M
M
M M
M
M M M M M
M M
ACTOR 1
ACTOR 2
ACTOR 3
ACTOR 4
HMW HMW HMW HMW
OUTCOMES
finding and
recognizing the
new hire to
escort them in
Functional
feeling
physically and
emotionally
safe
emotional
Get the
equipment I need
to do my job in a
timely and
efficient manner
Functional
Be confident and
knowledgeable
about the set up
process and who to
ask if I have any
questions or issues
emotional
successfully
accomplish
equipment
request
Get what I
need to be
ready to
start work
making a
meaningful
connection
with new hire
Feel confident
that I've equipped
new hire with the
right equipment
emotional
Deliver all the
equipment needed
for a new hire to
successfully do their
job from day one
Functional
Moment
Meeting with New hire to get badge and laptop
Get technically
setup so I can access
all the systems
needed to
successfully do my
job
Functional
Knowing where to
go and who to
meet to get my
new equipment
Functional
a predictable
schedule so they
can get back to
their other work
Functional
Authenticate user
ID, password and
install
apps/programs
based on hiring
manager request
Functional
Make a good
impression when I
meet the Hiring
Manager for the first
time in person
emotional
knowing
their role in
the process
Functional
being able to
answer the
new hire's
questions
Functional being seen as
competent by
their new
employee
emotional
not being stressed
so they can focus
on their new
employee
emotional
Demonstrate a level
of competency
about my new
technical equipment
emotional
not
disrupting
the rest of
their day
Feel safe
being around
my new
coworkers
emotional
being a team
with to their IT
colleagues to
support the
new hire
support
hiring
manager
needs
Increased
excitement that
they made the
right choice to
join the company
Moment
Getting my laptop
Moment:
Delivering laptop to new hire
Moment
Monitoring Progress
HR
Mgr
Hiring
Mgr
New
Hire
IT
Tech
M

48. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Early Opportunities and Ideation
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
M
M
M
M
M M
M M
M M
M
M
M
M
Moments
Actors
M
M M M M
M M M
M M M
M M
M
M M
M
M M M M M
M M
ACTOR 1
ACTOR 2
ACTOR 3
ACTOR 4
HMW HMW HMW HMW
M

49. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Ecosystem mapping
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Actors
Key Activities
Influencing Factors
Artifacts, Touchpoints, Places, Specific Activities
Customer
Roommate
Dependent
Researching
utilities
Searching
for a rental
home
Interacting
with new
landlord
Culture of
local
community
Population
density of
local
Family
Considering
risk for first
time
Getting
advice
Apartment
complex
websites
Rental
listing
aggregators
Influencing Factors
Artifacts, Touchpoints, Places, Specific Activities
Splitting
rent
Getting a
larger
apartment
Moving to
a secure
area
Comparing
rates across
carriers
insurance
Near
work
Near certain
area of town
for personal
interests
Assessing
Renters
Insurance
Comparing
rates across
utility
carriers
Changing
mailing
billing
address
finding local
businesses /
merchants /
amenitites
Signing up for
paperless/ digital
communications
Getting
packages at
new
address
Getting in
touch with
insurance
Agent
Learning what
their best
options are for
rental
insurance
Learning
about what is
offered with
renters
insurance
website
phone
call
Text
Zoom/video
conference
Facebook
messange
r/webchat
providing
proof of
insurance
to landlord
Email
Local or
non-local
landlord
New
Job
Closer
to family
Kids - school
system -
school
selection
Mailer /
brochure
Job loss or
salary cut,
change in
economic
status
Second
property
College
Vacation
home

50. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Ecosystem informs Mesh
• Identify potential actors
• Relationships to one another
• Priority
Ecosystem mapping
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Actors
Key Activities
Influencing Factors
Artifacts, Touchpoints, Places, Specific Activities
Customer
Roommate
Dependent
Researching
utilities
Searching
for a rental
home
Interacting
with new
landlord
Culture of
local
community
Population
density of
local
Family
Considering
risk for first
time
Getting
advice
Apartment
complex
websites
Rental
listing
aggregators
Influencing Factors
Artifacts, Touchpoints, Places, Specific Activities
Splitting
rent
Getting a
larger
apartment
Moving to
a secure
area
Comparing
rates across
carriers
insurance
Near
work
Near certain
area of town
for personal
interests
Assessing
Renters
Insurance
Comparing
rates across
utility
carriers
Changing
mailing
billing
address
finding local
businesses /
merchants /
amenitites
Signing up for
paperless/ digital
communications
Getting
packages at
new
address
Getting in
touch with
insurance
Agent
Learning what
their best
options are for
rental
insurance
Learning
about what is
offered with
renters
insurance
website
phone
call
Text
Zoom/video
conference
Facebook
messange
r/webchat
providing
proof of
insurance
to landlord
Email
Local or
non-local
landlord
New
Job
Closer
to family
Kids - school
system -
school
selection
Mailer /
brochure
Job loss or
salary cut,
change in
economic
status
Second
property
College
Vacation
home

51. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Ecosystem informs Mesh
• Identify potential actors
• Relationships to one another
• Priority
Ecosystem mapping
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Actors
Key Activities
Influencing Factors
Artifacts, Touchpoints, Places, Specific Activities
Customer
Roommate
Dependent
Researching
utilities
Searching
for a rental
home
Interacting
with new
landlord
Culture of
local
community
Population
density of
local
Family
Considering
risk for first
time
Getting
advice
Apartment
complex
websites
Rental
listing
aggregators
Influencing Factors
Artifacts, Touchpoints, Places, Specific Activities
Splitting
rent
Getting a
larger
apartment
Moving to
a secure
area
Comparing
rates across
carriers
insurance
Near
work
Near certain
area of town
for personal
interests
Assessing
Renters
Insurance
Comparing
rates across
utility
carriers
Changing
mailing
billing
address
finding local
businesses /
merchants /
amenitites
Signing up for
paperless/ digital
communications
Getting
packages at
new
address
Getting in
touch with
insurance
Agent
Learning what
their best
options are for
rental
insurance
Learning
about what is
offered with
renters
insurance
website
phone
call
Text
Zoom/video
conference
Facebook
messange
r/webchat
providing
proof of
insurance
to landlord
Email
Local or
non-local
landlord
New
Job
Closer
to family
Kids - school
system -
school
selection
Mailer /
brochure
Job loss or
salary cut,
change in
economic
status
Second
property
College
Vacation
home

52. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Ecosystem mapping
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Actors
Key Activities
Influencing Factors
Artifacts, Touchpoints, Places, Specific Activities
Customer
Roommate
Dependent
Researching
utilities
Searching
for a rental
home
Interacting
with new
landlord
Culture of
local
community
Population
density of
local
Family
Considering
risk for first
time
Getting
advice
Apartment
complex
websites
Rental
listing
aggregators
Influencing Factors
Artifacts, Touchpoints, Places, Specific Activities
Splitting
rent
Getting a
larger
apartment
Moving to
a secure
area
Comparing
rates across
carriers
insurance
Near
work
Near certain
area of town
for personal
interests
Assessing
Renters
Insurance
Comparing
rates across
utility
carriers
Changing
mailing
billing
address
finding local
businesses /
merchants /
amenitites
Signing up for
paperless/ digital
communications
Getting
packages at
new
address
Getting in
touch with
insurance
Agent
Learning what
their best
options are for
rental
insurance
Learning
about what is
offered with
renters
insurance
website
phone
call
Text
Zoom/video
conference
Facebook
messange
r/webchat
providing
proof of
insurance
to landlord
Email
Local or
non-local
landlord
New
Job
Closer
to family
Kids - school
system -
school
selection
Mailer /
brochure
Job loss or
salary cut,
change in
economic
status
Second
property
College
Vacation
home
Moments
Actors
ACTOR 1
ACTOR 2
ACTOR 3
ACTOR 4
M
M
M
M
M M
M M
M M
M
M
M
M
M M
M M M
M
M

53. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Jobs, Pains, Gains
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
M M M M M M M M
ACTOR 2

54. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Jobs, Pains, Gains
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
M M M M M M M M
ACTOR 2
Moments comprise Jobs
• Identify Jobs for each Moment
(Functional aspects)
• Emotional aspects can inform
Pains and Gains

55. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Jobs, Pains, Gains
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
M M M M M M M M
ACTOR 2
J
J
J J
J
J
J J
J
J
J
Job Job
Moments comprise Jobs
• Identify Jobs for each Moment
(Functional aspects)
• Emotional aspects can inform
Pains and Gains

56. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Jobs, Pains, Gains
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
M M M M M M M M
ACTOR 2
J
J
J J
J
J
J J
J
J
J
Job Job

57. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Jobs, Pains, Gains
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
M M M M M M M M
ACTOR 2
J
J
J J
J
J
J J
J
J
J
Job Job

58. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Jobs, Pains, Gains
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
ACTOR 1
ACTOR 2
ACTOR 3
ACTOR 4

59. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Contextual Research
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Moments
Actors
M
M
M
M
M M
M M
M M
M
M
M
M
Moments
Actors
M
M M M M
M M M
M M M
M M
M
M M
M
M M M M M
M M
ACTOR 1
ACTOR 2
ACTOR 3
ACTOR 4
M

60. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Contextual Research
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Moments
Actors
M
M
M
M
M M
M M
M M
M
M
M
M
Moments
Actors
M
M M M M
M M M
M M M
M M
M
M M
M
M M M M M
M M
ACTOR 1
ACTOR 2
ACTOR 3
ACTOR 4
M
Research panning
• Evaluate what is known and
where we still have questions
• Which actors should be
prioritized?
• What part of the experience
should we dive deep?
• How can shape our research to
better understand shared
moments?

61. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Contextual Research
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Moments
Actors
M
M
M
M
M M
M M
M M
M
M
M
M
Moments
Actors
M
M M M M
M M M
M M M
M M
M
M M
M
M M M M M
M M
ACTOR 1
ACTOR 2
ACTOR 3
ACTOR 4
M
Research panning
• Evaluate what is known and
where we still have questions
• Which actors should be
prioritized?
• What part of the experience
should we dive deep?
• How can shape our research to
better understand shared
moments?

62. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Service Blueprinting
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
M M M M M M M
M M M M M M M
ACTOR 2
ACTOR 3
Blueprint the Moments
• Tell the story of each moment
and what it will take to deliver
the experience
• Analyze the moments and
consider who should be the
primary actor for a given scenario,
then flip the script and use
another actor and their moments

63. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Service Blueprinting
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
M M M M M M M
M M M M M M M
ACTOR 2
ACTOR 3
Blueprint the Moments
• Tell the story of each moment
and what it will take to deliver
the experience
• Analyze the moments and
consider who should be the
primary actor for a given scenario,
then flip the script and use
another actor and their moments

64. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Service Blueprinting
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
M M M M M M M M
M M M M
ACTOR 2
ACTOR 3
Blueprint the Moments
• Tell the story of each moment
and what it will take to deliver
the experience
• Analyze the moments and
consider who should be the
primary actor for a given scenario,
then flip the script and use
another actor and their moments

65. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Service Blueprinting
Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
M M M M M M M M
M M M M
Blueprint the Moments
• Tell the story of each moment
and what it will take to deliver
the experience
• Analyze the moments and
consider who should be the
primary actor for a given scenario,
then flip the script and use
another actor and their moments
ACTOR 2
ACTOR 3

66. Q&A
Glad to answer additional questions

67. Contents
Service Design 6
About Harmonic Design 7
Why we exist 9
How we do it 10
Our pitch 13
Key phrases 14
Our personality 15
Our people 17
Our services & products 19
Primary Audience: 20
Clients
Who are our clients 21
What do clients want from 22
service design
Desired client impacts 23
The client’s future 24
Our promise 26
Client persona 27
Secondary Audience: 34
Talent
Talent persona 35
with Harmonic
Ideal talent impacts 38
Tertiary Audience: 40
Community Influencers
Community influencer 41
demographics
Ideal community 43
influencer impacts
Let’s Keep the Conversation Going!
CAROL MASSÁ
@_krol_massah
JEFF HARRIS
@jeffharrissays
PATRICK QUATTLEBAUM
@ptquattlebaum
HARMONIC DESIGN
@thisisharmonic
ORCHESTRATING
EXPERIENCES
thisisharmonic.com
rosenfeldmedia.com