A look at service design: What is is, and how it related to user experience design. Presented at Refresh Bellingham January 2010 (and again at Infocamp 2010). Subsections: - Context - What is Service Design? - Service Design Concepts - Service Design Practice - User Experience Beyond the Screen - Resources Please note that the work contained in the slides on Concepts and Processes are a compilation of key concepts from the work of other thinkers in Service Design. The works have been attributed to their authors and are not my original work. All other slides are my thinking and work.

1. Exploring Service Design User Experience Beyond the Screen Ariel van Spronsen Refresh Bellingham 1/20/2010

2. 1 Context

3. The new(ish) service economy Services constitute about 70% of most industrialized nations’ GDP In the US, private sector alone accounts for nearly 70% of our GDP. Add public sector, and it’s closer to 80% “Services produced by private industry accounted for 67.8 percent of U.S. gross domestic product in 2006.” –US Department of State That’s a lot of dough. Context A Service Economy. Retrieved from http://www.america.gov/st/econ-english/2008/April/20080415222038eaifas0.9101831.html 1/18/2010 2

4. Satisfaction is based on experiences “Twenty years ago, when asked what people looked for when making purchases, the most common response was ‘quality of product’. In 2004 the most common answer was ‘honesty’.” Selling a great product isn’t enough… Service and support are a big deal (Comcast fail) An great experience can seriously outshine an ugly interface (Zappos win) You certainly can’t sell a crappy product and run. Context Parker, Sophia and Joe Heapy. Jouney to the Interface. Demos, July 2006. http://www.zappos.com/. Retrieved 1/18/2010 3

5. No product is an island Communities rule The first stop for a purchase is often a review site Authority and credibility often rests with user communities People identify with a product based on who else has it Many products are only as good as they are extensible Context 4

6. And yet… “…the shift to a service economy has not necessarily heralded a service revolution. Many of our interactions with organisations are characterised by profound frustration… Too often it feels like ‘producer interests’ or profit incentives matter more than how we feel.” Enter service design. Context Parker, Sophia and Joe Heapy. Jouney to the Interface. Demos, July 2006. 5

7. 6 What is Service Design?

8. Services I love!!!11!! Ikea The Apple store Paris Metro Owning a Volkswagen Zipcar Picnik What is Service Design? 7

9. Services I ha… dislike The DMV Buying a car or house Grocery lines Laundromats King County Metro The post office What is Service Design? 8

10. What’s the difference? Services we love… are consistent. are easy to use. match our mental models. provide us with the right information at the right time. give us escape/undo options appeal to our sense of what is desirable and delightful. Sounds a lot like a well-designed website, right? What is Service Design? Wikipedia. Retrieved from http://en.wikipedia.org/wiki/Service_design 1/18/2010 Servicedesign.org. Retrieved from http://www.servicedesign.org/glossary/service_design/ 1/18/2010 9

11. What are services? “Activities or events that form a service product through an interaction between the customer, any mediating technology, and representatives of the service organization. Performances—choreographed interactions manufactured at the point of delivery and designed to meet people’s expectations Processes—that that people see and experience and where they co-produce value, utility, satisfaction, and delight.” What is Service Design? Shelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009. 10

12. Definitions of service design Wikipedia: “Service Design is the activity of planning and organizing people, infrastructure, communication and material components of a service, in order to improve its quality, the interaction between service provider and customers and the customer's experience” servicedesign.org “Design for experiences that reach people through many different touch-points, and that happen over time.” What is Service Design? Wikipedia. Retrieved from http://en.wikipedia.org/wiki/Service_design 1/18/2010 Servicedesign.org. Retrieved from http://www.servicedesign.org/glossary/service_design/ 1/18/2010 11

13. Is it really new? Yes and no. Not new: Design thinking User-centered design Management consulting Queue management design Customer service training Merchandising New: Addressing an overall experience problem with user-centered design thinking instead of business thinking What is Service Design? 12

14. What does service design address? “People—all the people directly or indirectly involved in the service delivery, from employees, and partners to other customers Product—artifacts that facilitate interaction between the customer, any mediating technology, and representatives of the service organization (often referred to as service evidence) Place—the settings for the service delivery—either physical or virtual, synchronous or asynchronous Process—procedure, mechanisms, and flow of activities by which the services are experienced over time Performance—transformation and interaction among people and machines (associated with both the customers and the firm) to achieve synergy in value creation and perception of quality (after Lovelock and Wright)” What is Service Design? Shelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009. 13

15. 14 Service Design Concepts

16. Touchpoints Service experiences are a combination of tangibles and intangibles. Service Design Concepts Hugh Dubberly. 10 Service Design Principles. From a presentation to AIGA | IDSA on 8/8/2008 15

17. Touchpoints Service design addresses the tangible parts of the service interface to help create the intangible value. The tangible parts of a service interface are called touchpoints. “We create resources that choreograph interactions—we design the service interface so that participants VALUE their experience.” “Value is in the experience.” Service Design Concepts Shelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009. Hugh Dubberly. 10 Service Design Principles. From a presentation to AIGA | IDSA on 8/8/2008 16

18. Systems Sets of resources composed into interfaces make up a service system Service Design Concepts Hugh Dubberly. 10 Service Design Principles. From a presentation to AIGA | IDSA on 8/8/2008 17

19. Journeys The service is seen as a journey through touchpoints, over time and across channels. Service Design Concepts Parker, Sophia and Joe Heapy. Jouney to the Interface. Demos, July 2006. 18

20. Experience Cycle The experience cycle is a framework for creating value out of a service journey Service Design Concepts Hugh Dubberly. 10 Service Design Principles. From a presentation to AIGA | IDSA on 8/8/2008 19

21. 20 Service Design Practice

22. Process Engine Service Design Service Design Process & Methods Engine Service Design. Retrieved from http://www.enginegroup.co.uk/service_design/v_page/our_process 1/18/2010 21

23. ProcessLive|Work Service Design Process & Methods LavransLøvlie, Live|Work. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009. 22

24. ProcessEvenson|CMU Service Design Process & Methods Shelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009. 23

25. Process Common Themes Discovery Research user needs Understand business requirements Define context of use Define Requirements What are we solving for? Strategy How to solve the problem Create and Iterate Design Prototype Test Repeat Service Design Process & Methods 24

26. Methods Discovery Observational studies Interviews Artifact walk-throughs Directed storytelling Ethnographic research Work-along Service Design Process & Methods 25 Self-exploration Service acting Journals/diaries Collaging and personal maps Image sorts

27. Methods Discovery Observational studies Interviews Artifact walk-throughs Directed storytelling Ethnographic research Work-along (contextual inquiry) Service Design Process & Methods 26 Self-exploration Service acting Journals/diaries Collaging and personal maps Image sorts

28. Methods Define Requirements Stakeholder map Customer journeys Touchpoint analysis Persona creation Service specification Service Design Process & Methods 27

29. Methods Define Requirements Stakeholder map Customer journey (user flows) Touchpoint analysis (task analysis) Persona creation Service specification Service Design Process & Methods 28

30. Methods Strategy Service framework Service ecology Relationship map Territory map Service Design Process & Methods Shelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009. 29 Service framework

31. Methods Strategy Service framework Service ecology Relationship map Territory map Service Design Process & Methods Shelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009. 30 Service framework

32. Methods Create and Iterate Co-design Storyboarding Service blueprint Prototyping User testing Service Design Process & Methods Jason Howell, Alankrita Prasad, Catarina Pereira, Steven Selzer, and Zhen Zen. CMU School of Design. 31 Service blueprint

33. Methods Create and Iterate Co-design Storyboarding Service blueprint Prototyping User testing Service Design Process & Methods Jason Howell, Alankrita Prasad, Catarina Pereira, Steven Selzer, and Zhen Zen. CMU School of Design. 32 Service blueprint

34. 33 User Experience Beyond the Screen

36. DesignThinkers, Netherlands

37. 31Volts, Netherlands

38. Transformator, Sweden

40. Why so little service design in the US? We have lots of services; we are a service economy People are just as frustrated with poor service here The value of better user experiences is clearly proven in ecommerce The decentralization of authority and primacy of social media to influence customers is on fire with attention from marketers Big players like Apple and IKEA have proven that well-designed overall experiences put them in front User Experience Beyond the Screen 36

41. You can do it… User experience and interaction designers are a natural fit for service design User-centered process Overlapping methods Design thinking User Experience Beyond the Screen 37

43. Image sorts

44. Relationship map

45. Territory map

46. Co-design38

48. Qualitative research

49. Touchy-feely activities like acting

50. Talking about relationships

51. Unicorns and rainbows39

52. The shift It’s seriously user-centered User-centered philosophy: When you create great experiences, conversions – long term, loyal, multi-purchase conversions – will follow. Business-centered philosophy: Figure out how to design this thing to make the most people convert without pissing them off. “Many large organisations still seek to provide service for the lowest cost and maximum profit. This, we argue, eats away at the fundamental purpose of service: to provide support and to help people live their lives to their full potential.” In the US, we have yet to really embrace this more “socialist” view of designing things User Experience Beyond the Screen Parker, Sophia and Joe Heapy. Jouney to the Interface. Demos, July 2006. 40

53. We’re starting to catch on Jet Blue’s new JFK terminal isn’t perfect, but it’s a big leap forward. Clear signage Physical and textual wayfinding signals Free wifi Queue management Self-service kiosks Yummy food Bright, comfortable spaces Outlets galore A mix of social space and space to rest User Experience Beyond the Screen Parker, Sophia and Joe Heapy. Jouney to the Interface. Demos, July 2006. 41

54. User Experience Beyond the Screen 42 http://www.flickr.com/photos/jetblue/2963861483

55. User Experience Beyond the Screen 43 http://www.flickr.com/photos/jetblue/2963481597

56. User Experience Beyond the Screen 44 http://www.flickr.com/photos/jetblue/2963861483

57. User Experience Beyond the Screen 45 http://www.flickr.com/photos/jetblue/2963894475

58. User Experience Beyond the Screen 46 http://www.flickr.com/photos/jetblue/2965157260 http://www.flickr.com/photos/jetblue/2963400403

59. A call to arms: Think outside the screen I want to see more of this. Experience designers in government Consulting for the public sector Broaden user experience design in the private sector If you design websites or software now, advocate for using your talents to improve contiguous service touchpoints Speak to budget: Your research is already uncovering user context and motivations, why not use it? Become the strategic lead: Coordinate your efforts with other producers/agencies (print, branding, interior design, merchandisers, etc.) User Experience Beyond the Screen 47

60. Thank you Ariel van Spronsen www.arielv.net arielv@gmail.com 48

61. 49 Resources

62. Websites! Definitions http://www.designcouncil.org.uk/About-Design/Design-Disciplines/Service-design-by-Bill-Hollins http://www.service-design-network.org/content/definition-service-design Methods/tools http://www.servicedesigntools.org/ Principles of Service Design http://www.scribd.com/doc/18541440/10-Principles-of-Service-Design-Dubberly Blogs http://www.choosenick.com/ http://www.servicedesignhub.com.au http://designforservice.wordpress.com Case studies http://www.enginegroup.co.uk/projects/ http://www.livework.co.uk/our-work/ Resources 50