Service Design & Agile are engaged! Abstract: Using tangible examples I’ll illustrate how the holistic and iterative nature of service design is a great fit for agile development in digital service development. As companies are moving from release cycles to continuous development, this cyclical way of working lends itself very well for an ongoing focus on the omni-channel experience rather than the more classic serial approach of research, journey mapping, design and delivery. I’ll discuss how service design is maturing from a more analytical ‘up-front’ role to an ongoing and integral role for managing the end-to-end customer experience in agile service development. Using visual examples of deliverable and proces I am hoping to add a practical and successful realisation case to the conference. Innovation: In this PostNL case (won the Dutch Interactive Award in ‘Service’) we’ve developed a model for how service design techniques are best applied in a cyclic agile development setup following principles of ‘lean startup’. This includes familiar examples of journey maps, service blueprints, etc.. but now with a focus on how that is used to inform agile development on an ongoing basis. Secondly I’ll cover a model for end-user involvement throughout the design proces and even the valuable role of service design after launch of the service when focus is often shifting from experience design to design optimisation, adding continuous qualitative customer feedback to quantitative analytics. There is a crucial role for service design to ensure optimisation and newly emerging needs are both covered within an agile setup.

1. vService Design & Agile are engaged!
Harald Lamberts
@haraldlamberts
@essense

2. as User Researcher

3. MULTI-DISCIPLINARY
TEAMS
DEVELOPERDESIGNER PRODUCT MANAGER

4. “A DESIGNER WHO
AVOIDS COLLABORATION
IS AN ARTIST”

5. as Design Manager

6. OMNI-CHANNEL
CUSTOMER LIFECYCLE
SUPPORT
ONLINE
MOBILE
RETAIL

7. “A BEAUTIFUL DESIGN WITH
A POOR HOLISTIC EXPERIENCE
IS A DISSERVICE”

8. COLLABORATION HOLISTIC
AGILE SERVICE DESIGN

9. VS
WATERFALL AGILE
DESIGN RESEARCH
DESIGN
DEV
TEST
RESEARCH
DEV
TEST
cyclical —> ongoing design involvement
WHAT CHANGED?

10. ONGOING DESIGN INVOLVEMENT IS OPPORTUNIT Y FOR
HOLISTIC EXPERIENCE
PERSPECTIVE IN AGILE
1

11. CUSTOMER JOURNEY MAP

12. CUSTOMER VALUE ‘SCENARIOS’
“AS A CUSTOMER
I CAN NOW DO …X”

13. STRATEGIC OBJECTIVES
CUSTOMER VALUE SCENARIOS
AGILE USER STORIES
METRICS &
USER FEEDBACK
MVP / Sprint
SCENARIO DRIVEN PL ANNING
“AFTER THIS SPRINT
USERS CAN DO…XYZ”

14. “A VIABLE SERVICE IS USELESS
IF IT IS NOT VALUABLE”

15. LEAN STARTUP
START SMALL, THEN LEARN
NOT… LAUNCH EARLY, THEN FIX

16. SCENARIO DRIVEN DEVELOPMENT

17. CAMPAIGN ALIGNMENT

18. MARKETING
DEVELOPMENT
DESIGN
Customer
can now
do ….X
SCENARIO
CUSTOMER PROMISE
ROADMAP
SPRINT PLANNING
RELEASE NOTES

19. USE VALUE SCENARIOS FOR
SPRINT PLANNING &
MARKETING ALIGNMENT
CUSTOMER VALUE FOCUS
2

21. CONTINUOUS
DEVELOPMENT
OPTIMISATION
OPTIMISATION
HOLISTIC CX
UI DESIGN
MVP
UI OPTIMISATION
POST MVP RISK FOR OPTIMISATION FOCUS

22. CONTINUOUS
DEVELOPMENT
OPTIMISATION
HOLISTIC CX
UI DESIGN
Co-
Creation
Emerging
Needs
Feedback
Analytics
A/B
Testing
Support
UI OPTIMISATION
SPRINT
RELEASE
ENSURE DUAL FOCUS

23. ENSURE USER INVOLVEMENT
FOR UI OPTIMISATION &
HOLISTIC EXPERIENCE
MEASURE & IMPROVE
EMERGING NEEDS
3

24. LIVEAGILE
BACKLOG
SERVICE DESIGN
FROM SD UP-FRONT

25. SERVICE DESIGN
UX
BACKLOG
UX
BACKLOG
UX
BACKLOG
TO SD IN PARALLEL

26. BACKLOG BACKLOG BACKLOG
EXPERIENCE DESIGN
XD XDXD
EXPERIENCE STRATEGY

27. APPLY ‘SERVICE DESIGN’
WITHIN AGILE TEAM
COMBINE
EXPERIENCE STRATEGY & EXPERIENCE DESIGN
4

28. TAKEAWAYS
1/ CYCLICAL WORKING IS AN OPPORTUNITY FOR
ONGOING HOLISTIC EXPERIENCE PERSPECTIVE IN AGILE
2/ USE CUSTOMER VALUE SCENARIOS FOR
SPRINT PLANNING & MARKETING ALIGNMENT
3/ ENSURE ONGOING USER INVOLVEMENT FOR
UI OPTIMISATION & HOLISTIC CX
4/ APPLY ‘SERVICE DESIGN’ WITHIN AGILE TEAM

29. SERVICE DESIGN
XS XD
EXPERIENCE
STRATEGY
EXPERIENCE
DESIGN
We design relevant digital services
using a holistic customer experience approach.

30. Harald Lamberts
Founder & Owner
Essense
Harald Lamberts
www.essense.eu
@haraldlamberts
@essense