UX STRAT Europe 2016 presentation by Erik Hammarström, Service Design Lead, Antrop

1. SERVICE DESIGN STRATEGY
FOR GOVERNMENT SERVICES
Erik Hammarström, Service Design Lead

2. ERIK
HAMMARSTRÖM

3. Prioritering av lösningar
för efterlevande
LaVita - Workshop
Stockholm 1 april 2015
Erik Hammarström Jens Moser Sofia Karlsson Patrik Berglund Ulrika Af Klint

4. IMAGINE
that you lose your life partner

5. 5
”I AM DEVASTATED”

6. 6
”THERE IS SO MUCH TO UNDERSTAND AND DO”

7. 7
”WILL I AFFORD TO KEEP THE HOUSE?”

8. 8
”I AM SO LONELY”

9. 9
”ARE MY KIDS GETTING THE RIGHT SUPPORT?”

10. ”I AM NOT MENTALLY ILL”

11. A SOCIETY THAT TRULY CARES

12. FOCUS
on life events

13. The survivors should receive better
service and improved perceived
comfort through complete and
coherent information and
communication
THE PRIMARY GOAL:

14. 89%
OF COMPANIES EXPECT TO COMPETE
MOSTLY ON THE BASIS OF CUSTOMER
EXPERIENCE
Gartner

15. ”If there's one reason we have done be2er
than of our peers in the internet space over
the last six years, it is because we have
focused like a laser on customer experience”
Amazon
”…will during 2016 invest in increased customer
experience, something customers will see signs of
during the second half of 2016.”
Nordnet
“Our focus lies in delivering
world class customer
experience.”
TeliaSonera
“Our mutual values – Reliable, Personal and On –
form the basis of our company values and our quest to
obtain the most sa3sfied customers in Sweden.”
ComHem
“Our goal is to work in a
user centred way,
close to our visitors”
1177
Skandia will offer the
best customer experience
across all channels”
Skandia
”We deliver customer value by
developing our services and operaMons
together with our customers”
Pensionsmyndigheten
”H&M should always have
the best customer offering
in each and every market.”
H&M
”Through a solid understanding of the
customers and their needs, we can develop and
present an a2racMve offer to our clients via all
our sales channels”
Clas Ohlson

16. 13%
OF CUSTOMERS ARE SAYING THAT
BRANDS PUT ENOUGH EFFORT INTO
PROVIDING A SEAMLESS EXPERIENCE
ACROSS ALL CHANNELS. Zendesk
89%
OF CUSTOMERS GETS FRUSTRATED
BECAUSE THEY NEED TO REPEAT THEIR
ISSUES WHILE USING A SERVICE.
Accenture

17. WHY?

18. CUSTOMER FOCUS IS NOT
A STATE OF MIND
CUSTOMER FOCUS IS A
WAY OF WORKING

19. FOUR
obstacles & soluFons

20. THE SILO EFFECT X 3#1

21. ANTROP
TRÄFFAS VARJE VECKA
Insert some short and brief lorem ipsum explanatory text about Ftle here
21HIRE SOMEONE TO MODERATE THE PROCESS#1.1

22. ANTROP 22BUT DON´T LET THEM ACT LIKE AN AGENCY#1.2

23. Lars Gunnel Maria Ada
23GET REAL INSIGHTS & VISUALISE THEM#1.3

24. CO-­‐CREATION BASED ON REAL INSIGHTS#1.5

25. THE PROCESSES TELL US TO MAKE
BIG DECISIONS WHEN WE KNOW
THE LEAST
#2

26. DON´T FOLLOW THE WRONG PROCESS#2.1

27. ANTROP 27
INCLUDE A SALES PERSON IN THE TEAM#2.2

28. USE SIMPLE LANGUAGE & MODELS#2.3

29. ANTROP 29GET EVERYBODY ON BOARD A LEARNING JOURNEY#2.4

30. ANTROP 30
HANDLE SUDDEN BURSTS OF ANXIETY#2.5

31. ANTROP 31
USE THE POWER OF STORYTELLING#2.6

32. DIGITAL IS NOT ENOUGH#3

33. A RESPONSIVE SITE IS TOP OF MIND#3.1

34. ANTROP 34BUT DIGITAL WILL NOT WORK FOR EVERYONE#3.2

35. AUTOMATE AS MUCH AS YOU CAN#3.3

36. ANTROP 36
NEW WAYS OF WORKING TOGETHER#3.4

37. ANTROP 37
DARE TO BEGIN#3.5

38. A personal
guide -­‐ offers
condolences and
support
A personal
guide -­‐ ini3ates
contact while
the husband is ill
More people know
about the death = less
things to take care of
Smooth treatment by
the bank
Conversa3onal support
before death Clear guide on what
needs to be done
Guide to correct
compensa3on
Summary of what will
happen
Checklist -­‐ to
remember
Returns to site to
ensure she has taken
care of everything
Leaflet to offer
condolences and
inform about
things to come
Fewer leaflets
and with a
similar tone
Contact centre
Receives answer
from ELC
regarding a
financial
ques3on
FUTURE JOURNEY
FACING BECOMING ALONE IN TRANSITION THE FIRST WEEKS THE COMING MONTHS

39. LAWS AND REGULATIONS ARE
IN YOUR WAY
#4

40. ANTROP 40
FIND THE BEST SOLUTIONS#4.1

41. HAVE PATIENCE#4.3

42. UNIFIED
services and informaFon

43. A SOCIETY THAT TRULY CARES

44. DESIGN
to realize poliFcal ambiFons

45. ANTROP 45
POLITICIANS CAN SET THE DIRECTION

46. ANTROP 46
SERVICE DESIGN CAN PROVIDE THE SOLUTIONS

47. ANTROP 47
THE SCOPE CAN BE EVEN BROADER

48. ANTROP 48
WHY STOP WITHIN THE NATIONAL BORDERS?

49. THANK YOU!
Erik Hammarström
erik@antrop.se
+46 733-­‐210 720