on Service Design

transcript

on Service Design

Patrick Quattlebaum | @ptquattlebaumUsability Stammtisch BerlinPresented 18 Apr 2013 to

Patrick QuattlebaumDesign Director | @ptquattlebaum

Why Service Design?

Mapthe

Experience

Changethe

Machine

Case:A Human

Service

SomeEssential

Skills

Why Service Design?

Mapthe

Experience

Changethe

Machine

Case:A Human

Service

SomeHelpful

Chris Risdon

BrandonSchauer

JaminHegeman

PatrickQuattlebaum

Your Guides

Case:A Human

Service

A date with my wife...

... at a nice restaurant ...

http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg

Dirty Unreliable

Dirty UnreliablePressure

to usecash

Dirty UnreliablePressure

to usecash

Notspecial

http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg

Expensive

Expensive Book inAdvance

Book inBlocks of

TwoPayment

http://files.tested.com/photos/2012/12/26/43242-uber.jpg

Open App View Availability Book Car

Watch Progress Get Alerts

Pay for Service Provide Feedback

Waiting

Four Hour Block

Trip Trip Trip Trip

Driver

Passenger

FriendlyService

NiceCars

EasyPayment

ConstantFeedback

ReasonablePrice

Just inTime

MoreFlexibility

StreamlinedProcess

FeedbackLoop

Fill Gapsin Schedule

BiggerMarket

More Control

MoreHuman

WhyServiceDesign?

http://www.nytimes.com/interactive/2012/01/20/business/the-iphone-economy.html

MacroTrend: Shift to Services

The service sector now generates ~64% of the world’s GDP.

International Monetary Fund, World Economic Outlook Database, April 2012: Nominal GDP list of countries.

The service sector now generates ~64% of the world’s GDP.

International Monetary Fund, World Economic Outlook Database, April 2012: Nominal GDP list of countries.

MARKET SIZING

$2 BillionEstimated size of total dollars spent in U.S. on the planning and design of services

$2 BillionPlanning & Design of Services

$40 BillionAd Spend

photo by Seal Beach AT&T

$40 BillionAd Spend

$40 BillionAd Spend Service

Anticipation Gap

Service Anticipation Gap

The loss of future potential revenues and the wasted ad spend when a service doesn’t meet or exceed the expectations set with the customer.

Increased customer acquisition and adoption rates by planning and designing for service propositions, sequencing, and flow

Overcoming SAG

Increased customer loyalty and advocacythrough human-centered planning of customer journeys across touchpoints and evidencing of customer value

COMPETITION

— Complete unscientific guessing of who’s doing how much

How’s this workgetting done?

System Engineers

Operations Management

Branding & Marketing

Customer Service

“The Organization”

Straight-up Service Designers

Service design applies design methods and craft to the definition and orchestration of service experiences.

Examines the operations, culture, and structure of an organization for impact on service experience.

Service Design (in two sentences)

Borrowed from Jamin Hegeman

Services are process and experience based.

From Service Blueprinting: A Practical Technique for Service Innovation

Experience

Process

Experience

Change the Machine

Map the Experience

Mapthe

Experience

Services are process and experience-based.

Experience Map for Rail Europe | August 2011

STAGES

FEELING

Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel

People choose rail travel because it is convenient, easy, and flexible.

Rail booking is only one part of people’s larger travel process.

People build their travel plans over time. People value service that is respectful, effective and personable.

EXPERIENCE

Rail Europe Experience Map

Kayak, compare

airfare

Google searches

Research hotels

Talk with friends

Relevance of Rail Europe

Enjoyability

Helpfulness of Rail Europe

Paper tickets arrive in mail

• I’m excited to go to Europe! • Will I be able to see everything I can?• What if I can’t afford this?• I don’t want to make the wrong choice.

• It’s hard to trust Trip Advisor. Everyone is so negative.

• Keeping track of all the different products is confusing.

• Am I sure this is the trip I want to take?

• Website experience is easy and friendly!• Frustrated to not know sooner about which

tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time.

• Stressed that I’m about to leave the country and Rail Europe won’t answer the phone.

• Frustrated that Rail Europe won’t ship tickets to Europe.

• Happy to receive my tickets in the mail!

• I am feeling vulnerable to be in an unknown place in the middle of the night.

• Stressed that the train won’t arrive on time for my connection.

• Meeting people who want to show us around is fun, serendipitous, and special.

• Excited to share my vacation story with my friends.

• A bit annoyed to be dealing with ticket refund issues when I just got home.

View maps

Arrange travel

Blogs & Travel sites

Plan with interactive map

Review fares

Select pass(es)

Enter trips Confirm itinerary

Delivery options

Payment options

Review & confirm

Map itinerary(finding pass)

Destination pages

May call if difficulties

E-ticket Print at Station

raileurope.com

Wait for paper tickets to arriveResearch destinations, routes and products

Live chat for questions

Activities, unexpected changes

Change plans

Check ticket status

Print e-tickets at home

web/apps

Look up timetables

Plan/confirm activities

Share photos

Share experience (reviews)

Request refunds

Follow-up on refunds for booking changes

Share experience

Buy additional tickets

Look up time tables

Stakeholder interviewsCognitive walkthroughs

Customer Experience SurveyExisting Rail Europe Documentation

Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING

• What is the easiest way to get around Europe?• Where do I want to go?• How much time should I/we spend in each

place for site seeing and activities?

• I want to get the best price, but I’m willing to pay a little more for first class.

• How much will my whole trip cost me? What are my trade-offs?

• Are there other activities I can add to my plan?

• Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping?

• Rail Europe is not answering the phone. How else can I get my question answered?

• Do I have everything I need?• Rail Europe website was easy and friendly, but

when an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?

• I just figured we could grab a train but there are not more trains. What can we do now?

• Am I on the right train? If not, what next?• I want to make more travel plans. How do I

do that?

• Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not.

• People are going to love these photos!• Next time, we will explore routes and availability

more carefully.

Ongoing, non-linear

Linear process

Non-linear, but time based

Communicate a clear value proposition.

STAGE: Initial visit

Connect planning, shopping and booking on the web.

STAGES: Planning, Shopping, Booking

Arm customers with information for making decisions.

STAGES: Shopping, Booking

Improve the paper ticket experience.

STAGES: Post-Booking, Travel, Post-Travel

Make your customers into better, more savvy travelers.

STAGES: Global

Proactively help people deal with change.

STAGES: Post-Booking, Traveling

Support people in creating their own solutions.

STAGES: Global

Visualize the trip for planning and booking.

STAGES: Planning, Shopping

Enable people to plan over time.

Engage in social media with explicit purposes.

STAGES: Global

Communicate status clearly at all times.

STAGES: Post-Booking, Post Travel

Accommodate planning and booking in Europe too.

STAGE: Traveling

Aggregate shipping with a reasonable timeline.

STAGE: Booking

Help people get the help they need.

STAGES: Global

GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL

Enjoyability

Mail tickets for refund

Get stamp for refund

Services are process and experience-based.

Experience Map for Rail Europe | August 2011

STAGES

FEELING

Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel

People choose rail travel because it is convenient, easy, and flexible.

Rail booking is only one part of people’s larger travel process.

People build their travel plans over time. People value service that is respectful, effective and personable.

EXPERIENCE

Rail Europe Experience Map

Kayak, compare

airfare

Google searches

Research hotels

Talk with friends

Enjoyability

Paper tickets arrive in mail

• I’m excited to go to Europe! • Will I be able to see everything I can?• What if I can’t afford this?• I don’t want to make the wrong choice.

• It’s hard to trust Trip Advisor. Everyone is so negative.

• Keeping track of all the different products is confusing.

• Am I sure this is the trip I want to take?

• Website experience is easy and friendly!• Frustrated to not know sooner about which

tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time.

• Stressed that I’m about to leave the country and Rail Europe won’t answer the phone.

• Frustrated that Rail Europe won’t ship tickets to Europe.

• Happy to receive my tickets in the mail!

• I am feeling vulnerable to be in an unknown place in the middle of the night.

• Stressed that the train won’t arrive on time for my connection.

• Meeting people who want to show us around is fun, serendipitous, and special.

• Excited to share my vacation story with my friends.

• A bit annoyed to be dealing with ticket refund issues when I just got home.

View maps

Arrange travel

Blogs & Travel sites

Plan with interactive map

Review fares

Select pass(es)

Enter trips Confirm itinerary

Delivery options

Payment options

Review & confirm

Map itinerary(finding pass)

Destination pages

May call if difficulties

E-ticket Print at Station

raileurope.com

Wait for paper tickets to arriveResearch destinations, routes and products

Live chat for questions

Activities, unexpected changes

Change plans

Check ticket status

Print e-tickets at home

web/apps

Look up timetables

Plan/confirm activities

Share photos

Share experience (reviews)

Request refunds

Follow-up on refunds for booking changes

Share experience

Buy additional tickets

Look up time tables

Stakeholder interviewsCognitive walkthroughs

Customer Experience SurveyExisting Rail Europe Documentation

Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING

• What is the easiest way to get around Europe?• Where do I want to go?• How much time should I/we spend in each

place for site seeing and activities?

• I want to get the best price, but I’m willing to pay a little more for first class.

• How much will my whole trip cost me? What are my trade-offs?

• Are there other activities I can add to my plan?

• Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping?

• Rail Europe is not answering the phone. How else can I get my question answered?

• Do I have everything I need?• Rail Europe website was easy and friendly, but

when an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?

• I just figured we could grab a train but there are not more trains. What can we do now?

• Am I on the right train? If not, what next?• I want to make more travel plans. How do I

do that?

• Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not.

• People are going to love these photos!• Next time, we will explore routes and availability

more carefully.

Ongoing, non-linear

Linear process

Non-linear, but time based

Communicate a clear value proposition.

STAGE: Initial visit

Connect planning, shopping and booking on the web.

STAGES: Planning, Shopping, Booking

Arm customers with information for making decisions.

STAGES: Shopping, Booking

Improve the paper ticket experience.

STAGES: Post-Booking, Travel, Post-Travel

Make your customers into better, more savvy travelers.

STAGES: Global

Proactively help people deal with change.

STAGES: Post-Booking, Traveling

Support people in creating their own solutions.

STAGES: Global

Visualize the trip for planning and booking.

Enable people to plan over time.

Engage in social media with explicit purposes.

STAGES: Global

Communicate status clearly at all times.

STAGES: Post-Booking, Post Travel

Accommodate planning and booking in Europe too.

STAGE: Traveling

Aggregate shipping with a reasonable timeline.

STAGE: Booking

Help people get the help they need.

STAGES: Global

GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL

Enjoyability

Mail tickets for refund

Get stamp for refund

ExperienceMapping!

experiences

touchpointinteractions

procedures

products and systems

experiences

interactions

processes

systems

experiences

procedures

experiences

interactions

processes

systems

experiences

procedures

experiences

interactions

When you think about experience mapping, think about Indiana Jones.

Tell the story with depth and richness around the human experience.

Borrowed from Chris Risdon

Your organization should feel what it’s like to experience every touchpoint.

person

organization

person

organization

You need to tell an engaging story.

But make sure you are telling a true story.

This guy is not possible...

...without this guy first.

Feeling, thinking, doing.

Motivations

Motivations Framing

Motivations Framing Behaviors

NeedsWhat people are trying to satisfy

ActionsWhat people are

EmotionsFeelings and perceptions

PeopleWho is involved

ContextPlace and

environment

Products and Services

Building Blocks

USER RESEARCHThinking (framing)

Feeling (motivations) With whom

Artifacts

Doing (behavior)

Thinking (framing)

Seeing

With whom

Hearing

USER RESEARCHThinking (framing)

Feeling (motivations) With whom

Artifacts

Doing (behavior)

Thinking (framing)

Seeing

With whom

Hearing

We want to understand the context in which this touchpoint occurs—time, place, emotions—so we can design to support the goal.

ExploringScience

It’s about the verb, not the noun.

It’s about the activity, not the artifact.

Changethe

Machine

procès (13c.)

http://panathinaeos.files.wordpress.com/2010/10/seventh_seal_14.jpg

procès (13c.) a journey

http://panathinaeos.files.wordpress.com/2010/10/seventh_seal_14.jpg

process (17c.)

http://upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Anatomia_xiv_secolo.jpg/897px-Anatomia_xiv_secolo.jpg

process (17c.) a continuous series of actions meant to accomplish some result

http://upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Anatomia_xiv_secolo.jpg/897px-Anatomia_xiv_secolo.jpg

process (20c.)

source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpg

process (20c.) a sequence of interdependent and linked procedures which, at every stage, consume one or more resources (employee time, energy, machines, money) to convert inputs (data, material, parts, etc.) into outputs. These outputs then serve as inputs for the next stage until a known goal or end result is reached.

http://www.morethings.com/fan/bill_murray/stripes/bill_murray-stripes1981-1325.jpghttp://www.soundonsight.org/wp-content/uploads/2011/11/Brazil.jpg

Rational Irrational Engagement

http://24.media.tumblr.com/tumblr_m970z4Gotv1qzcgluo1_1280.jpg

What have we built?

Line of Visibility

Service blueprinting helps designers engage operations to go from vision to reality.

PATIENTACTIONS

PHYSICAL EVIDENCE

ONSTAGECONTACTPERSON

BACKSTAGECONTACTPERSON

Debbie’s Chart Cart

Records/Database

System

Bin System

Check Vitals &

Ask Quest

Place in Kassam

Meet Dr. Kassam

Kassam Gets Quick

Review

Take Away Chart

Process & Check-out

Records/Database

System

Dictation

Chart Storage System

Door Tag System

See Other Patients

SUPPORT PROCESSES

Sign In

Front Desk

Waiting Room

Front Desk

Hallway Exam Room

MRI & Chart

Exam Room

MRI & Chart

Door Tag Waiting Room

Check-out Room

Waiting Room

Line of Interaction

Line of Visibility

Responds Follow toExam Rm

AnswerQuestions

AskQuestions

ReturnDoor Tag

Check-out, Pay, & Leave

Check-in

Welcome

Get Patient Chart

See Other Patients

Process

See Other Patients

Brings Door Tag

CallPatient

Grab Door Tag

Escort to Exam Rm

Chart in To Be

Seen Bin

Write Rm # on

Schedule

See Other Patients

Grab Chart

from Bin

Chart Taken by

Check Patient

Location

Check Patient

Location

Schedule System

Service Blueprint of Presby Neuro Clinic

? ? ? ? ?

Line of Internal Interaction

Wait Wait Wait inExam Rm Wait Wait

Work by CMU students: Melissa Cliver, Jamin Hegeman, Kipum Lee, Leanne Libert, Kara Tennant

Customer Actions

Touchpoints

Staff Actions

Back Stage Staff

Support Processes

Line of Visibility

Blueprint Building Blocks

Borrowed from Jamin Hegeman

— Complete unscientific guessing of who’s doing how much

How’s this workgetting done?

System Engineers

Operations Management

Branding & Marketing

Customer Service

“The Organization”

Straight-up Service Designers

Remember this?

Invite to Play

Service Storming

Commercial

Signage

Cashier

Packaging

Website

Customer

process (21c.)

process (21c.) orchestrated series of interrelated actions that produce sustainable value for all stakeholders in complex ecosystems of people, products, services, and technologies

Humanize processes to co-create value for businesses and the people with whom they interact.

SomeEssential

Skills

SomeHelpful

Change the Machine

Map the Experience

Line of Visibility

Empathizing Guidingmove in new lifeplan orchestrate movingfind it!search

I’M D

I’M F

Storytelling

Line of Visibility

3 Empathy Challenges Visualize Insights Tell & Re-tell

New/Improved Skills

Skill: Empathize

Tangible Empathy Workshop

Challenge 1: Read More Fiction

Thee Tip: Visualize InsightsChallenge 2: Practice Active Listening

Challenge 3: Empathic Adventure

Skill: Guiding

Tip: Visualize Insights

Emotions

Context

Touchpoints

Journeys

Key Moments

(intentionally blurry)

Skill: Storytelling

http://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpg

Building Blocks

Troop Strength Direction

Temperature Location

NeedsWhat people are trying to satisfy

ActionsWhat people are

PeopleWho is involved

ContextPlace and

environment

Products and Services

Choose a facet to drive your story

move in new lifeplan orchestrate movingfind it!search

I’M D

I’M F

move in new lifeplan orchestrate movingfind it!search

I’M D

I’M F

Tip: Tell & Retell Stories

EducatedGuess

InformedUnderstanding

EvolvedConcept

ServiceStoryboard

JourneyMapping

ServiceStorming

Tip: Tell & Retell Stories

Change the Machine

Map the Experience

Line of Visibility

Facilitation Translation Orchestration

Line of Visibility

Take Improv Let’s Do Coffee Roughcutting

New/Improved Skills

Skill: Facilitation

Tip: Take Improv

Yes, and!

Skill: Translation

Tip: Let’s Do Coffee

Skill: Orchestration

source: http://www.cinemaisdope.com/news/films/troublewithharry/twh-1.jpg#AgainstAtomism

Tip: Roughcutting

source: http://vimeo.com/9339739

Change the Machine

Map the Experience

Change the Machine

Map the ExperienceMoreHuman

Patrick T Quattlebaum | @ptquattlebaum

Danke.