So you want to be a Service Designer

1. Jamin Hegeman | @jamin So you want to be a Service Designer Productized, Lisbon October 21, 2016

2. How do you improve the patient experience at a neurosurgery clinic?

3. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 3

4. REARRANGE THE SEATING BEFORE AFTER

5. CREATE BETTER COMMUNICATION ARTIFACTS I know you don’t want to be here. I know you don’t want to know me. But the best thing that could happen is to know me. I’ve performed more than 3,000 neurosurgical procedures. More than 800 of those are what’s called minimally invasive endoscopic procedures. And I’m a person ﬁrst. I’ll be direct and treat you like a friend. Occasionally, I may even make you laugh.

6. DESIGN AN INTERACTIVE ENGAGEMENT SYSTEM

7. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 7 SERVICE DESIGN PRODUCT DESIGN

8. 1. How you think of design.

9. Services Products of economic activity that you can’t drop on your foot, ranging from hairdressing to websites. –The Economist

10. Service design applies design methods and craft to the deﬁnition and orchestration of products, communications, interactions, operations, culture, and structure of an organization.

11. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 11 User Experience Service Experience Experience between person and single touchpoint, usually a digital product Orchestrated experience among all parts of the service, from people to objects to places to interfaces

12. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 12 SERVICE INTERACTIONS CUSTOMER STAFF PRODUCTS OPERATIONS STRUCTURE CULTURE CUSTOMER EXPERIENCE BIZ & STAFF EXPERIENCE SERVICE DESIGN source: 5 Things I Wish I Knew – Jamin Hegeman

13. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 13 BUSINESSSTAFF CUSTOMER EMPATHY TRIANGLE

14. BUSINESS NEEDS ‣ New service incubation ‣ Service transformation ‣ Process improvement ‣ Customer experience improvement ‣ Staﬀ experience improvement • Needs • Opportunities • Assessment • Service Blueprint • Service Experience Vision • Planning & Support • Design • Pilot • Deliver & Implement Discover Align Build New  Service OUTCOMES Existing  Service Org  Change Process  Change Digital  Output Physical  Output Service   Design

15. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 15 JOURNEY IDEATION SERVICE BLUEPRINT TOUCHPOINTS STORYBOARD RESEARCH

18. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 18 • Cross-service journeys: ﬁnancial health; credit building • LOB service journeys: mortgage service • Service sub-journeys: cafe account opening CREDIT BANK FINANCIAL SERVICES CROSS SERVICE SERVICE SUB SERVICE OPERATIONS Design for Journeys

19. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 19 JOURNEY STAGES KEY MOMENTS FEATURES TOUCHPOINTS REQUIREMENTS

20. Service design gives shape to experiences that have no form.

21. 2. How you see the world.

31. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 31 You see the matrix. CHECK IN ENTER REVIEW PLAY WELCOME RELAX CONTROL LEARN

32. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 32 CHECK IN ENTER REVIEW PLAY WELCOME RELAX CONTROL LEARN As a journey through touchpoints.

33. 3. The principles you follow.

34. Human centered Co-creative Sequenced Visual Holistic

35. CAREGIVER PATIENT Human Centered

36. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 36 DESIGNER NURSE BUSINESS Human Centered

37. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 37 PROCESS ENGINEER VICE PRESIDENT Co-Creative

38. DESIGNER CUSTOMER Co-Creative

39. Sequencing

40. 40 1 2 4 I’m not crazy. If I keep doing this, people will think I'm crazy. I didn’t get the right help, so I’m out. Better someone else than me. I don’t have mental health problems. My family’s got issues, but that’s normal. I don’t want to hear it. There are people I can talk to. I feel like I'm not alone. Talking to others like me really helps. 5 I don’t trust you. I want to help others. It’s a little better. 3 ACTIONS Keeping silent Using drugs and alcohol Denying problems FEELING Confused, Scared, Alone NEEDS Education Hope Unawareness PHASE 1 ROADBLOCKS CAN BE OPPORTUNITIES THROUGHOUT THE JOURNEY Youth is not considering change. ACTIONS Changing behavior Helping others Relapsing FEELING Supported, Validated, Hopeful NEEDS Culturally competent care Family and peer support Engagement PHASE 5 Youth’s commitment to change and new emerging behaviors are reinforced by positive experiences. ACTIONS Self-diagnosing Seeking help Talking to someone NEEDS Trust Validation Awareness PHASE 3 Youth is gathering information and self-reﬂecting while getting closer to seeking help. FEELING Confused, Skeptical, Uncertain ACTIONS Linkage to help Talking to caregivers for treatment consent Starting / Quitting therapy NEEDS Trust Safety Privacy FEELING Relieved, Ambivalent, Anxious, Hopeful Connection PHASE 4 Youth believes change can happen and is actively taking steps to get help. Youth need the right support, education, privacy, and safety to ensure they don’t fall oﬀ the grid. Creating Positive Change for Youth in the Western Addition A Journey to Empowerment ACTIONS Seeking distractions Self-medicating Hurting others FEELING Complacent, Angry, Numb NEEDS Role Modeling Education New Possibilities Sensing PHASE 2 Youth may think they have no control over the problem, yet are on the fence about getting help. I’m not crazy, but I need help. I'm not talking about my problems. ! ! ! ! ! ! ! OUTREACH & EDUCATION Provide empathy, acceptance, and opportunities to expand self-awareness NEW JOURNEY (Empowered) I’ve changed, but nothing else has. Created in partnership with Mo’Magic and Edgewood © Adaptive Path I feel bad, but I don’t know why. GUIDANCE & SUPPORT Provide encouragement to take small steps, build relationships, and strengthen coping strategies ! STIGMA Reframe mental health ! TRUST Strengthen valuable relationships with family, friends, and community ! ACCESS Deliver services when and where youth need them ! SAFETY Ensure protected passage to services, given the risk of invisible boundaries “There are things I need to deal with.” “I’m not alone.” “I can change.”“Why am I like this?”“Nothing is wrong with me.” Sequencing

41. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 41 MEMBERACTIONSPHASESTOUCHPOINTSFRONTSTAGESTAFFBACKSTAGESTAFFSTEMS&PROCESSES Line of Interaction Line of Visibility Website Web serverCampaign manager, web server Read about training on AP site Receive training email Email Hear about trainings via event Event materials (presentation/print) Search online for UX trainings Website Contact us form, email Email, detailed info sheet on key topics, training overview sheet (with light info on price) Respond to email, schedule follow- up call, send detailed info on topic interest, and overview/exp info Enter information on topic & interest on contact us form Enter information into Salesforce Send out email to training mailing list Informal follow-up with practitioner Salesforce Review provided material & wait for call Phone, email, PDF material Understand & collect needs, qualify lead, fill out qualifying checklist Update to warm lead in Salesforce, Informal follow-up with practitioner Salesforce Call with AP Communicate lead to company, assign PM and Lead Wait for material from AP Generate narrative from modular blocks, and create logistics checklist Dropbox Email, narrative, logistics checklist Send narrative, early cost transparency, schedule follow- up call, offer to handle supplies for training Review material from AP Phone, email, narrative, logistics checklist Gather feedback from client Update material based on feedback Dropbox Dropbox, training tracker Review material with AP Email, phone Reply to verbal win “Awesome!” Update Salesforce Salesforce Approve training Generate SOW, logistics details, enter into training tracker Wait for SOW and logistics information Email, Word fi PDF Send SOW to client Review SOW logistics AWARENESS ENGAGEMENTSequencing

42. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 42 Visualize Visual

43. PHIL AUTOMATION, VISUALIZATION, AND CONTROL “After installing the latest smart home technology, my home takes care of me, saves me money, and keeps me informed. I use apps to control it while I’m away and have nice reports to see my progress.” With smart appliances and the outlets I installed, we know more about how we use energy, and our home knows us. It shuts down unneeded power at night, and reactivates when my alarm goes off in the morning. It’s almost like my home is my advisor, keeping me informed and helping me make better decisions to save money. It keeps in touch with us when we’re away. And reminds me to conserve energy when I forget. Experience Principles KNOWS ME TAKES CARE OF ME SAVES ME MONEY Level of Engagement MY HOME MY BEHAVIOR EXPERIENCE Phil enjoys an integrated system that makes smart decisions for him and notifies him if his attention is needed. OPPORTUNITY Automated System Real-time Usage FEATURE Home Energy System Smart Outlets Smart Appliances In-home Displays PARTNER Smart Appliance Manufacturers Architects Home Energy Consultants In-home Display Designers Home Improvement Retailers 1 EXPERIENCE The home detects when the family is away and prompts Phil to turn on an away mode, that randomly turn lights on to keep the home safe. OPPORTUNITY Customization Control Automation FEATURE Mobile Apps Home Energy Modes PARTNER App Developers Home Energy System Providers Home Improvement Retailers 2 EXPERIENCE Phil’s home syncs with his calendar and smart alarm clock. At night, the home cuts power to unneeded areas of the house. In the morning, it reactivates. OPPORTUNITY Customization Automation FEATURE Smart Energy Clock Home Energy Modes Calendar Integration PARTNER Electronics Manufacturers Home Energy System Providers 3 EXPERIENCE Smart outlets help Phil understand individual costs, as well as provide alerts if energy use is unusually high. OPPORTUNITY Real-time Usage Recommendations FEATURE Smart Outlets PARTNER Electronics Manufacturers 4 EXPERIENCE Clear, easy to comprehend visuals give Phil tangible feedback on his family’s energy use. He relies on his energy system’s smart analysis to make decisions. OPPORTUNITY Tracking Tips and Education FEATURE Mobile Apps PARTNER Interaction Designers Utility Companies Environmental Organizations 5 WHAT’S HAPPENING 1 3 5 2 4 Visual

44. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 44 YOU (and your family) COMMUNITY ENVIRONMENT Social Connections Home Monitoring Automation Be Efficent Share Energy Change Behavior Support Environment Save Money Provide Comfort Competition Donations Kickstarter Microlending Comparison Dialogue Teams / Groups Resource Management Energy Security Renewables Solar Biking Natural Disasters Energy Regulation Infastructure Incentives Subsidies Decentralized Model Rebates Usage Patterns Visualize Behavior Smart Meter Data Technology Service Provider Resources Conservation Weather Education Government Changing Behaviors Recycling Electric Cars Global Warming Reducing Demand Cost Rate Plans Billing Alerts Comfort Home Modes Construction Location Smart Appliances Disaggrigation Conservation Sensors your home Wasted Energy Holistic

45. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 45 PRODUCT MANAGER VISUAL DESIGNER Holistic

46. 4. The future you imagine.

47. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN Service Design Capabilities 47 PARTICIPATE Learn the process, tools, and the language of service design CHANGE THE ORG Establish an accountable function that reports to the top HIRE DESIGNERS Build your design team or work with an external agency MAKE HYBRID TEAMS Embed non-designers with service design teams +

48. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN Service Design Engagement Models 48 EXTERNAL EMBEDDED HYBRID Service design team focuses on specific projects or a program of work outside of business as usual operations and delivery.   Pro: Dedicated team hyper focused. Sees the big picture  Con: BAU may not know how to integrate the work. Service designers work as part of an operations or delivery team, integrating methods and tools into workflow.   Pro: Invested and accountable, highly integrated in the work.   Con: Isolated and may be outnumbered by BAU. External team accelerates projects, and supports vision and horizontal view. Embedded designers bridge the gap between strategy and BAU.   Pro: Big picture view with linkage to BAU. Con: May be difficult to scale

49. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 49 SERVICE EXPERIENCE SERVICE MANAGER DESIGNER OPERATIONS TECHNOLOGIST MARKETING { Service Design Team Structure

50. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN Service Strategy and Delivery Models 50 VISION PLANNING OPERATIONS AND DELIVERY VISION

51. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN Service Experience Ofﬁcer 51 MARKETING IT OPERATIONS FINANCE CEO SERVICE SERVICE EXPERIENCE SXO SERVICE SERVICE EXPERIENCE

52. 5.Your journey.

53. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN Read books. 53 My Favorites This is Service Design Thinking Service Design from Insight to Implementation Service Design for Business: A Practical Guide to Optimizing the Customer Experience Designing for Interaction   (Chapter on Service Design) servicedesignbooks.org

54. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN Learn the tools. 54 servicedesigntools.org

55. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN Go to conferences. 55

56. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN Rethink your life. 56 GO TO SCHOOL GET A JOB START YOURSELF JOIN THE COMMUNITY Dedicating time to build your foundation Taking time oﬀ and getting into debt Working with and learning from the pros Finding few jobs in the current market Leading the way at your organization Getting push back and little support Tapping into a network with the same goal Networking may not build skills you need PRO CON

57. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN Build your skills. 57 ABILITY Work across disciplines and a wide range of stakeholders Create stories that   communicate the desired   service experience Connect dots,   visualize and simplify   complex systems Work on both problem   framing and design execution Empathize with   customers, employees, and business partners Understand and appreciate various forms of design FOCUS Orchestration of service interactions across time Value exchanged (co-value) through service encounters Design across the front   stage and back stage APPROACH Advocate for customer, employee, and business goals Co-create with groups   and disciplines Examine broader ecosystem   and experiences in relation to service moments + =

58. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN Develop your craft. 58 DEFINE   THE VISION STORYTELLER ORCHESTRATE EXPERIENCES CONDUCTOR LEAD   COLLABORATION FACILITATOR DELIVER RESULTS DESIGNER

59. Our products don't live   on there own.

60. Whether you design   services or not, service   design can help you.

61. If you want to be a service designer, the world needs you.

62. Thank you. JAMIN HEGEMAN HEAD OF DESIGN, CAPITAL ONE FINANCIAL SERVICES PRINCIPAL, SERVICE DESIGN NETWORK JAMIN@JAMIN.ORG | @JAMIN