Evolution of Design & Service Design

transcript

ChallisHodge|challis@collide.agency

February3,2016

Evolu0onofDesign&ServiceDesignThinking.

ChallisHodgeFounder&CEOCOLLIDE|Purpose-DrivenExperiences.Twodecadesdesigninghuman-centeredproducts,servicesandexperiencesthatimprovelivesandgrowbusinesses.

Topics.

WhyShouldICareAboutServiceDesign?HowandWhyHasDesignEvolved?HowDidThatEvolu0onLeadtoServiceDesign?And,WhatisServiceDesignAnyway?

WhyallthebuzzaboutServiceDesign?

ByAMANDACOX,CHARLESDUHIGG,XAQUÍNG.V.,MIKAGRÖNDAHL,HAEYOUNPARK,GRAHAMROBERTS,KARLRUSSELLh\p://www.ny_mes.com/interac_ve/2012/01/20/business/the-iphone-economy.html

FromManufacturingtoServices.

Servicesmakeup63.5%oftheWorld’sGDP.

Central Intelligence Agency The World Factbook 2014

ServicesDesignistheac0vityofplanningandorganizingpeople,infrastructure,communica0onandmaterialcomponentsofaserviceinordertoimproveitsqualityandtheinterac0onbetweenserviceproviderandcustomers.

FinancialsServices.Insurance.Healthcare.Retail.Automo0ve.Government.Educa0on.

STRIES.

Howdidwegethere?

DesignHasEvolved.

Marke0ngofDesign.IncreasedBusinessDemand.NaturalEvolu0onofSkills.

UserExperience

CustomerExperience

DesignThinking

ServiceDesignThinking

ServiceDesign

Canvases JobstodoInnova0on

Insights

EmpathicInsights

OmnichannelBigDDesign

cjonline.com/sites/default/files/imagecache/superphoto/12555296.jpg

BUSINESSWASN’TREADY.

erstanding

Technology

People

MarcRefg,HannaHodge,1998

Efficiency

CoreDesign

Evolu0onofDesign.

Products&Experiences.

CohesiveTouchpoints.

ConsistentCustomerJourneys.

DesigntheJourney

DesigntheDelivery

ServiceDesign.

ServiceDesign.Management

Marke_n

Retail

Custom

erService

Customer

CustomerService

Retail

Marke_ng

Product

Management

Alignanorganiza+ontodeliveraholis+cCustomerExperience.

ResearchFacilitateStrategizeInnovate

CollaborateArchitectDesign

PrototypeTestPlan

ManageChange

WHATSERVICEDESIGNERSDO.

TheSquiggleDamienNewman

Process.

Realize

Understand

Synthesize

Design

ServiceDesignProcess.

User-CenteredTheop_malcustomerexperiencemustbethegoal.Serviceshouldbeviewedthroughthecustomers’eyes.

Co-Crea0veTheen_reorganiza_onmustbealigned.Allstakeholdersshouldbeincludedintheprocess.

Holis0cTheen_reenvironmentmustbeconsidered.Resultsshouldincludecustomerjourneyandorganiza_onaldelivery.

DesigntheJourney(Who&What)

DesigntheDelivery(How&When)

UnderstandBusiness UnderstandCustomer

ManageChange Measure&Refine

Who:Personas

PhotoNameTitleCompany/IndustryRole/ResponsibilityGenderAgeEduca_onSalary/HouseholdIncomeLoca_onFamilyKeyQuoteNarra_veDescrip_onGoals(Accomplish)Challenges(Overcome)Likes&DislikesValues&FearsCulturalTechnologyBehaviorsScenarios

PersonaName

developertodesigner.wordpress.com/2014/07/17/monthly-gold-persona-inspira_on www.chezluc.com

graphicbanner204.blogspot.com/2013/11/business-card-design-by-wwwkellimarieme.htmlwww.flickr.com/photos/hmakwana/4842329339

What:CustomerJourney

Stages

Opportuni_es

Thinking

Feeling

Experience

CustomerJourneyMap

h\p://www.uxma\ers.com/mt/archives/2011/09/images/Effec_veUIJourneyMapExample.jpg

h\p://advenio.es/disena-la-experiencia-del-cliente-customer-journey-map/

h\p://blogs.aaslh.org/wp-content/uploads/sites/23/2014/03/customer-journey-map-exploratorium.png

How:ServiceBlueprint

CustomerAc_ons

SupportProcesses

BackStageInterac_ons

FrontStageInterac_ons

PhysicalEvidence

LineofInterac_on

LineofInternalInterac_on

LineofVisibility

ServiceBlueprint

h\ps://real_meboard.com/app/board/29616795/

h\p://marionferrec.com/Medipass-interna_onal-assistance

h\p://media-cache-ak0.pinimg.com/originals/9c/13/60/9c13606997b989bd7f2dab81387a4f11.jpg

When:ServiceRoadmap

Q1 Q2 Q3 Q4

ServiceRoadmap

Ac_vitytobecompleted

Ac_vitytobecompleted Ac_vitytobecompleted

Ac_vitytobecompleted Ac_vitytobecompleted Ac_vitytobecompleted

Ac_vitytobe…

Ac_vitytobe…WorkStream

WorkStream

KPIsMetrics

1.   Understandbusiness,customer&serviceecosystem.2.   DesignpreliminaryPersonas.3.   ConductinternalCustomerJourneyworkshop.4.   ResearchtovalidatePersonas&CustomerJourney.5.   Designop0malCustomerJourney.6.   AuditinternalServiceDelivery.7.   Designop0malServiceBlueprint.8.   Prototype&TestServiceDeliveryprocesses,experiences,etc.9.   Plan&Priori0zeServiceRoadmap.10.   DefineImplementa0on&ChangeManagementprocess.11.   Measureresults&refine.

ExampleServiceDesignEngagement.

DesigntheJourney(Who&What)

DesigntheDelivery(How&When)

UnderstandBusiness UnderstandCustomer

ManageChange Measure&Refine

ChallisHodgeFounder&CEOchallis@collide.agencywww.collide.agency

Thankyou.