Service design Workshop
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This document summarizes a half-day service design workshop that was inspired by and partially derived from an Adaptive Path workshop. The workshop covers the key aspects of the service design process including defining the service, mapping the customer journey, creating service blueprints, and iterating on the design. The game plan outlines exercises on landscape mapping, customer journey mapping, concept sketching touchpoints, and service blueprints. The document provides background on service design and discusses applying the process to current work.
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Service design Workshop
- 1. Service Design Workshop Inspired and partially-derived from Adaptive Path’s October 18, 2012 workshop in Atlanta, Georgia. Creative-license taken. Also condensed from full day to 1/2 day. Going to the deep end of design. Sunday, August 25, 13
- 2. Today is different from the 18th Sunday, August 25, 13
- 3. Game Plan Hour ONE Hour TWO+ Intro to Service Design Warm up - Rules of the game, Defining our Service Overview of Service Design Process and our Premise Landscape Map Exercise Quick 5 min break! Journey Map of the Intrepid Concept Sketching Touchpoints Service Design Blueprint If this Were Real Life... But it’s not - so what? Sunday, August 25, 13
- 4. Where we get to play is e x p a n d i n g • Control • Feature • System • Service • Organization We are here. This is where we are going. Sunday, August 25, 13
- 5. What is Service Design, Exactly? “Applying design methods and craft to the definition and orchestration of service experiences.” “Explicitly approaching design problems from a systematic perspective and taking a more holistic view of people and their experience.” -Adaptive Path “The activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers.” -Wikipedia Sunday, August 25, 13
- 6. Before we ask... “Is this the right product for the service?” We need to ask... “Is this the right service for the user?” Sunday, August 25, 13
- 7. Before we ask... “Is this the right product for the service?” We need to ask... “Is this the right service for the world?” Sunday, August 25, 13
- 8. Start with the Service, the product will follow Interaction Design or traditional User experience design = great experience b/w product and person Service design = great experience b/w organization and humanity. “great products don’t mend broken services” Sunday, August 25, 13
- 9. Business Case for Service Design • “Better Customer and Staff Experiences • Reduce inefficiencies • Improve customer retention and loyalty • Deepen and widen customer base • Design new business models” • Create ‘flow’ within organization Sunday, August 25, 13
- 10. New / Redefined / Redesigned / Eliminated... • Sub-services, business models • Staff interactions (processes, meetings, training) • Internal metrics • Projects • Back-end systems • Consumer touch points • Jobs. Complete F*cking Overhaul. In essence, Outcomes of Service Design include... Sunday, August 25, 13
- 11. Before we get started DO THIS: • Explore without fear. Fear is the mindkiller! • Seek unexpected ideas. • Look beyond the obvious. Rethink the obvious • Think...“If it were magic, how would it work?” - Alan Cooper NOT THIS: • Overthink it. (Get our of your own way!) • Chat instead of putting pen to paper. • Pass judgement on your ideas or others. We are swimming in the deep end of design. If you feel out of your league, that’s a good sign you are doing this right. We all are out of your league. Sunday, August 25, 13
- 12. The Service Design Mindset LONG TERM THINKING HOLISTIC THINKING Sunday, August 25, 13
- 13. What Service are we providing? What cause, ideal, good or portion of humanity benefits from our service? Why? NOT what product we trying to sell. NOT what “target market,” “demographic” or “persona.” What would happen if we didn’t provide this service? Sunday, August 25, 13
- 14. How do we know our service is properly providing? How will we measure success? Sunday, August 25, 13
- 15. Up Next! Done! The Service Design Process Break! 1. Define your Service 2. Define the people who you serve (not people who make you money) 3. Define your why.What happens if your service was not available? 4. Define Metrics 5. Map the Landscape 6. Map the Journeys of those who are served 7. Create a Service Blueprint 8. Iterate by evaluating and coordinating touchpoints Sunday, August 25, 13
- 16. 1. Define your Service 2. Define the people who you serve (not people who make you money) 3. Define your why.What happens if your service was not available? 4. Define Metrics 5. Map the Landscape 6. Map the Journeys of those who are served 7. Create a Service Blueprint 8. Iterate by evaluating and coordinating touchpoints Instant Satisfaction Get back to your roots. Remember to love your customers. See your mission as critical. Recalibrate what outcomes really matter. Get an Eagle-Eye understanding of the lay of the land - today and tomorrow. Put yourself in your customers shoes, design their day with your business as integral part Have a tangible plan for carrying out your critical mission. Understand where to go from there. Sunday, August 25, 13
- 17. Landscape Map Part 1 “Territory Maps are visual tools that capture the initial knowledge of the team, before any research is done.” people places products/artifacts services/subservices OUTSIDE SPHERE OF INFLUENCE INSIDE SPHERE OF INFLUENCE TODAY Sunday, August 25, 13
- 18. Landscape Map Part 2 Mapping out the lay of the land of 2017. people places products/artifacts services/subservices Landscape maps give us a first pass of all the possible pieces of the puzzle, inside and outside our sphere of influence. It should also be a tool for delinating the knowns of today and the assumptions about the future that we need to be designing for. OUTSIDE SPHERE OF INFLUENCE INSIDE SPHERE OF INFLUENCE TOMORROW Sunday, August 25, 13
- 19. Landscape Map Part 3 - Research OUTSIDE SPHERE OF INFLUENCE INSIDE SPHERE OF INFLUENCE POSSIBLE FUTURE IMPROBABLE FUTURE This is our backdrop, our set Sunday, August 25, 13
- 20. Customer Journey - Part 1 Wake up Commute Work Lunch Work Commute Evening Weekend Define Intrepid-like actions. STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend Sunday, August 25, 13
- 21. Customer Journey - Part 2 Wake up Commute Work Lunch Work Commute Evening Weekend Concept Touchpoints for those Actions STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend Sunday, August 25, 13
- 22. Customer Journey - Part 3 Wake up Commute Work Lunch Work Commute Evening Weekend Choose, Review and Mash-Up STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend Sunday, August 25, 13
- 23. Service Prototyping Storyboarding Models with Action Figures Service Storming - forced analogy in skit form Sunday, August 25, 13
- 24. Creating a Service Blueprint • “A blueprint is an operation tool that describes the nature and the characteristics of the service interactions in enough detail to verify, implement and maintain.” • Customer Actions (Top of Action Card) • Touchpoints (bottom of action card) • Customer-facing Staff Actions • Backstage Staff Actions • Support Processes Line of Visibility Sunday, August 25, 13
- 25. Lunch Work Commute Evening Weekend Choose, Review and Mash-Up STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend STAGE ACTION/ MOMENT EMOTION NEED CONTEXT Wake up Commute Work Lunch Work Commute Evening Weekend Creating a Service Blueprint Customer Actions (Top of Action Card) Touchpoints (bottom of action card) Customer-facing Staff Actions Backstage Staff Actions Support Processes Wake up Commute Work ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Line of Visibility Sunday, August 25, 13
- 26. What WOULD we do next? Iterate. • Return to Landscape Map. Clean up and Add fidelity. Heavy research on the our assumptions and vision of future landscape as well as testing what we think we know about today. • Additional Interviews and research on the Journey of the intrepid.Testing assumptions, clearing up ambiguities about actions. • Touchpoint Concept Work - Diverge on quantity, review and evaluate, converge on fidelity of most promising concepts • Service Prototyping - create models of touchpoints. • Revisit service blueprint. Analyze for gaps in service. Do it again. Sunday, August 25, 13
- 27. What we are REALLY going to do next: Apply it to our current work. • So, now we are back to reality. Did today’s exercise of long-term and holistic service design thinking give us any new insights into how we should do our job over the next few months? • Discussion • Goodbye! Sunday, August 25, 13