MOBILE SERVICE DESIGNMOBILE MONDAY, SYDNEY@rodfarmerROD FARMER, SENIOR MANAGER, ONLINE EXPERIENCE STRATEGY

VHA’s goals and key challenges.

SHARE A STORY

A CASE STUDYIMPROVE 3G CONTENT >> IMPROVE RETAIL

JUST THE START OF OUR JOURNEY

SERVICE DESIGN

SERVICE DESIGN

SERVICE DESIGNDESIGN FOR EXPERIENCES THAT REACH MANY PEOPLE THROUGHMANY DIFFERENT TOUCHPOINTS, AND THAT HAPPEN OVER TIME

• PRODUCED/CONSUMED AT INTERACTION• TOUCHPOINTS AND CUSTOMER JOURNEYS • SYSTEMS THINKING (BEYOND SILOS)• PEOPLE (STAFF/CUSTOMER) DRIVEN• CO-CREATION

SERVICE DESIGN DEFINEDCopenhagen Institute of Design

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

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.

Service Design Network

It aims to ensure that service interfaces are useful, usable and desirable from the client’s point of view and effective, ef!cient, and distinctive from the supplier’s point of view.

UK Design Council

Service design can be both tangible and intangible. It can involve artefacts and other things including communication, environment and behaviours. Whichever form it takes it must be consistent, easy to use and be strategically applied

Frontier

Service design is a holistic way for business to gain a comprehensive, empathic understanding of customer needs.

Live|Work

Service Design is the application of established design process and skills to the development of services. It is a creative and practical way to improve existing services and innovate new ones.

Engine

Service design is a design specialism that helps develop and deliver great services. Service design projects improve factors like ease of use, satisfaction, loyalty and ef!ciency right across areas such as environments, communications and products – and not forgetting the people who deliver the service.

Experience design is driven from the outside-in, concentrating on moments of engagement between people, services, products and brands - and the memories these moments create.

THAT’S EXPERIENCE DESIGN, RIGHT?

“A service is comprised of the various touchpoints between a customer and a business. A service model best !ts offerings that are intangible, distributed in space, or play out over a length of time, especially on a routine basis.”

INTEGRATED END-TO-END ENVIRONMENT

Consumers juggle a multitude of information sources

mobile manufacturer websites

mobile phone retailer websites

general retail

review/ comparison websites

online magazines/

articles

gwebsites

chat groups, blogs, forums

mobile service provider websites

search engines

social networks

print advertising

mobile service provider stores

magazines/ newspaper

articles

word of mouth

Google Confidential and Proprietary

8

brochures/ catalogues

general retail stores mobile phone retailers

call centres

Research Sources

Elements of mobile service experience

INTEGRATED LIFESTREAMS

WHERE IS VALUE?

PRODUCT/GOODS SERVICE/ECOSYSTEMCOMMODITY

EXPERIENCE

VALUE IS IN THE EXPERIENCE

ecosystem

Networks

Handset Manufacturers

Carriers

Service Providers

Applications & Services

Operating Systems

CHALLENGES FOR GOOD MOBILE EXPERIENCES

CASE STUDYLESSONS LEARNT THE HARD WAY

INCREASE PORTAL USAGE + CONSUMPTION

INCREASE HANDSET DATA USAGE

XX,XXX,XXXGORGEOUS MOBILE PAGE IMPRESSIONS

PER WEEKYY% PENETRATION#N - 3G ARPU

USER NEEDS ANALYSIS. OPPORTUNITY ANALYSIS. INTERCEPT INTERVIEWS. BRAND TAGGING. PROTOTYPING. USABILITY TESTING. ANALYTICS

WRONG END OF THE STICKWRONG FOCUS: CONTENT OVER EXPERIENCE

HAPPY? VALUE?

ANOTHER STAB AT IT ...

LISTEN. FOCUS GROUPS

WHAT ABOUT PURCHASE AND WOW ?

A FRAGMENTED EXPERIENCE

CUSTOMER SATISFACTIONImproved services represent biggest opportunity

55%

95%

SERVICE CONTENT

DATA COSTS

CUSTOMER SERVICE

VALUE (BUNDLED)

AWARENESS

INAPPROPRIATE PLAN/DEVICE

SCREEN SIZE

FUNCTIONALITY

NAVIGABILITY

PRICING TRANSPARENCY

Source: Australian Mobile Phone Lifestyle Index - 3 MOBILE

CUSTOMER SATISFACTIONImproved services represent biggest opportunity

55%

95%

SERVICE CONTENT

INTEGRATED TOUCH-POINTS

INCREASED EDUCATION

SIMPLIFIED DATA ACCESS

EASE OF USE / USABILITY

BILLING TRANSPARENCY AND REPORTING

INCREASED PERSONALISATION

MOBILE INTERNET DISCOVERABILITY

INFO, ENTERTAINMENT, LOCATION, M-COMMERCE

HANDSET SELECTION

WOW

SATISFYFIX THE BASICS

WOW

Source: Australian Mobile Phone Lifestyle Index

(RE)LEARNTMOBILE EXPERIENCE IS MULTI-CHANNEL

TWO EXAMPLESINTEGRATED IN-STORE COMMUNICATION

MOBILE SERVICE DESIGN LED US TO REDESIGN IN-STORE COLLATERAL, RATHER THAN MOBILE UI. RESULTS SHOWED THAT IMPROVING COMMUNICATION ACROSS CHANNELS CAN DRASTICALLY IMPROVE MOBILE INTERNET USAGE 12+ AFTER SIGNUP

Send 2,000 emails, or

Watch 1 hour of YouTube, or

Surf the web for 20 hours

Send 4,000 emails, or

Watch 2 hours of YouTube, or

Surf the web for 40 hours

Send 10,000 emails, or

Watch 6 hours of YouTube, or

Surf the web for over 100 hours

* The Skype free inclusion is vaild for 4000 minutes. Included Skype minutes only apple to Skype to Skype calls using Skype software supported by 3.

Things you need to know All inclusions are accurate at the time of printing, any other additional 3G services are exluded. X-Series Packs do not support

Skype In, Skype Out, Skype SMS or Skype video calls. Not available when national or international roaming. Mobile internet excludes roaming charges of

$1.65/MB (including roaming within 3’s Broadband Zone). Planet 3 only available in 3’s Broadband Zone. 3 Lite available in 3’s Talk and Messaging Zone.

Planet 3 availability also depends on your mobile. Planet 3 and 3 Lite content may be changed from time to time. Prices are subject to change. You will be

notified of any future change to Planet 3 or 3 Lite pricing.

Send 500 emails, or

Watch 10 minutes of YouTube,

or Surf the web for 5 hours

3GB $40 PER MONTH

Mobile Internet

Facebook 4,000 minutes

News & Weather Sport Fun

Ricki Lake

TV Fix

Movie Fix

your restaurants

your bars

Astrolife

Fox Sport

ABC

Sportal

Real Footy Rugby

Heaven

Barclays

Sky News

SMH

ABC

Herald Sun

perthnow

i-CABLE

or or

Included Free with all Plans

Also included (Choose one of these options)

Want more? Add an extra option for only $3 per month more OR get all 3 options for only $5 per month more.

Brochure_Final_1_3.ai

Facebook 4,000 minutes

News & Weather Sport Fun

Ricki Lake

TV Fix

Movie Fix

your restaurants

your bars

Astrolife

Fox Sport

ABC

Sportal

Real Footy Rugby

Heaven

Barclays

Sky News

SMH

ABC

Herald Sun

perthnow

i-CABLE

or or

Included Free with all Plans

Also included (Choose one of these options)

* The Skype free inclusion is vaild for 4000 minutes. Included Skype minutes only apple to Skype to Skype calls using Skype software supported by 3.

Things you need to know All inclusions are accurate at the time of printing, any other additional 3G services are exluded. X-Series Packs do not support

Skype In, Skype Out, Skype SMS or Skype video calls. Not available when national or international roaming. Mobile internet excludes roaming charges of

$1.65/MB (including roaming within 3’s Broadband Zone). Planet 3 only available in 3’s Broadband Zone. 3 Lite available in 3’s Talk and Messaging Zone.

Planet 3 availability also depends on your mobile. Planet 3 and 3 Lite content may be changed from time to time. Prices are subject to change. You will be

notified of any future change to Planet 3 or 3 Lite pricing.

Browse the Mobile Internet for a few

minutes everyday

Stay in touch with facebook

Talk to your friends on Skype

Keep up to date with the latest scores and more

Connect to the Mobile Internet when you need it

Stay in touch with Facebook, MySpace and Twitter

Google things and check out some cool apps

Talk to your friends on Skype

Get serious about the Mobile Internet

Watch clips online and download music

Stay on top of your social networking

Talk to your friends on Skype

More Mobile Internet than ever

Movies, music, streaming whenever

Use your mobile as a modem

Connect to almost anything, anytime

Want more? Add an extra option for only $3 per month more OR get all 3 options for only $5 per month more.

Mobile Internet

$40 PER MONTH3GB

Brochure_Final_3_4.ai

COLLATERAL CONCEPTS

COLLATERAL CONCEPTS

Get the interneton your mobile

Things you need to know All inclusions are accurate at the time of printing, any other additional 3G services are exluded. X-Series Packs do not support Skype In, Skype Out, Skype SMS or Skype video calls. Not

available when national or international roaming. Mobile internet excludes roaming charges of $1.65/MB (including roaming within 3’s Broadband Zone). Planet 3 only available in 3’s Broadband Zone. 3 Lite

available in 3’s Talk and Messaging Zone. Planet 3 availability also depends on your mobile. Planet 3 and 3 Lite content may be changed from time to time. Prices are subject to change. You will be notified of

any future change to Planet 3 or 3 Lite pricing.

Awesomeentertainment.

Over 24 months*

You’ll get: $650 of calls, SMS & more every

month, plus $350 of Free Talk to anyone on 3.

So that’s: $1,000 of total value

$69 Monthly Cap

Ultra fast mobile internet

More Mobile Internet than ever

Movies, music, streaming whenever

Use your mobile as a modem

Connect to almost anything,

anytime

Mobile Internet

3GB $40 PER MONTH

Poster_MobInt_UltimateArrow2.ai

Things you need to know All inclusions are accurate at the time of printing, any other additional 3G services are exluded. X-Series Packs do not support Skype In, Skype Out, Skype SMS or Skype video calls. Not

available when national or international roaming. Mobile internet excludes roaming charges of $1.65/MB (including roaming within 3’s Broadband Zone). Planet 3 only available in 3’s Broadband Zone. 3 Lite

available in 3’s Talk and Messaging Zone. Planet 3 availability also depends on your mobile. Planet 3 and 3 Lite content may be changed from time to time. Prices are subject to change. You will be notified of

any future change to Planet 3 or 3 Lite pricing.

Freedomfrom boredom.

Get the interneton your mobile

Over 24 months*

You’ll get: $150 of calls, SMS & more every

month, plus $160 of Free Talk to anyone on 3.

So that’s: $350 of total value

$29Monthly Cap

Keep up to date with your friends

Connect to the Mobile Internet

when you need it

Stay in touch with Facebook,

MySpace and Twitter

Google things and check out

some cool apps

Talk to your friends on Skype

Mobile Internet

Poster_MobInt_StandardArrow3.ai

Mobile Internet

Things you need to know All inclusions are accurate at the time of printing, any other additional 3G services are exluded. X-Series Packs do not support Skype In, Skype Out, Skype SMS or Skype video calls. Not

available when national or international roaming. Mobile internet excludes roaming charges of $1.65/MB (including roaming within 3’s Broadband Zone). Planet 3 only available in 3’s Broadband Zone. 3 Lite

available in 3’s Talk and Messaging Zone. Planet 3 availability also depends on your mobile. Planet 3 and 3 Lite content may be changed from time to time. Prices are subject to change. You will be notified of

any future change to Planet 3 or 3 Lite pricing.

The HTC Magicloves the internet.

Send 10,000 emails, or

Watch 6 hours of YouTube, or

Surf the web for over 100 hours

Get the interneton your mobile

Over 24 months*

You’ll get: $650 of calls, SMS & more every

month, plus $350 of Free Talk to anyone on 3.

So that’s: $1,000 of total value

$69 Monthly Cap

Ultra fast mobile internet

Poster_MobInt_SuperRound.ai

COLLATERAL CONCEPTS

SERVICE DESIGN TOOLS

SERVICE BLUEPRINTING- fantastic tool, requires real insight

ACTOR MAPPING - not for the faint hearted

CUSTOMER JOURNEY MAPPING

An ideal starting point. Customer journeys are best built using customer narratives and observations. Results correlate at both micro and macro levels with Net Promoter Score for organisational measurement.

EXPERIENCE MAPPING

MENTAL MODELS&TASK ANALYSIS

Mental models are great for breaking down customer journeys into signi!cant moments, intentions and expectations.

CULTURAL PROBES&DIGITAL ETHNOGRAPHIES

Cultural probes are a great way of tracking customer journeys and touch-point interactions over long periods of time. Other forms of digital ethnographies are also effective in this manner.

Major Australian bank. Floors mapped out with customer journeys identifying internal and external touchpoint interactions. Design improvements and priorities are mapped directly on the boards

CUSTOMER EXPERIENCE JOURNEY MAPPING + NPS

ACTIVITIES

CUSTOMER LIFECYCLE ALIGNMENT

CUSTOMER JOURNEYS

EXPERIENCE MAPPING

DETRACTORS/DELIGHTERS

PRODUCT/SERVICE DESIGN

ACTIVITY-CENTRICMotivations

ContextGoals

Community

HIGH-LEVEL SERVICE DESIGN FRAMEWORK

ACTIVITIES

CUSTOMER LIFECYCLE ALIGNMENT

CUSTOMER JOURNEYS

EXPERIENCE MAPPING

DETRACTORS/DELIGHTERS

PRODUCT/SERVICE DESIGN

CUSTOMER EPICTenureGrowth

AwarenessInternal view

HIGH-LEVEL SERVICE DESIGN FRAMEWORK

ACTIVITIES

CUSTOMER LIFECYCLE ALIGNMENT

CUSTOMER JOURNEYS

EXPERIENCE MAPPING

DETRACTORS/DELIGHTERS

PRODUCT/SERVICE DESIGN

SCENARIOS/STORIESMulti-channel journeyTouch-point mapping

Value stream process mappingService blueprinting

Storboarding

HIGH-LEVEL SERVICE DESIGN FRAMEWORK

ACTIVITIES

CUSTOMER LIFECYCLE ALIGNMENT

CUSTOMER JOURNEYS

EXPERIENCE MAPPING

DETRACTORS/DELIGHTERS

PRODUCT/SERVICE DESIGN

INTERACTIONCustomer narratives

ObservationMap delighters/detractors (+/-)

Experience pro!les (a la Personas)

HIGH-LEVEL SERVICE DESIGN FRAMEWORK

ACTIVITIES

CUSTOMER LIFECYCLE ALIGNMENT

CUSTOMER JOURNEYS

EXPERIENCE MAPPING

DETRACTORS/DELIGHTERS

PRODUCT/SERVICE DESIGN

POSITIVE/WOWProcess, Tools, Product, UI

Multi-teamDesign insights

NPS input/output

HIGH-LEVEL SERVICE DESIGN FRAMEWORK

ACTIVITIES

CUSTOMER LIFECYCLE ALIGNMENT

CUSTOMER JOURNEYS

EXPERIENCE MAPPING

DETRACTORS/DELIGHTERS

PRODUCT/SERVICE DESIGN

‘d’ESIGNCommunicate

Focus & PrioritiseIntegration

Productivity, Value, Cost

HIGH-LEVEL SERVICE DESIGN FRAMEWORK

TAKE HOME

‣ A better understanding of the customer journey is essential for service integration

‣ Better understanding of customer journeys across channels allows companies to align value propositions with customer needs at speci!c touch-points

‣ Service design helps to align customer interaction costs with user and business value

‣ Service design is more likely to drive loyalty and ARPU as customers get what they want in the most desirable channel

‣ Well designed and integrated cross-channel experiences are more likely to produce greater cross/up-sell

‣ Senior management must reward (and KPI) service design initiatives

‣ There are plenty of existing UX/Design/Service tools that can be readily applied to service design problems.

TAKE HOME POINTS

GREENER PASTURES...

Email: rfarmer@hutchison.com.au