On Service Design Take 2

on Service Design

Patrick Quattlebaum | @ptquattlebaum

Presented 18 Sept 2013

in 40 minutes or less

Patrick QuattlebaumManaging Director | @ptquattlebaum

Why

Service

Design?

Map

the

Experience

Change

the

Machine

A Human

Service

Experience

Some

Essential

Skills

Chris

Risdon

Brandon

Schauer

Jamin

Hegeman

Patrick

Quattlebaum

Your Guides

A Human

Service

Experience

A date with my wife...

... at a nice restaurant ...

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

Dirty


Dirty Unreliable


Dirty UnreliablePressure

to use

cash


Dirty UnreliablePressure

to use

cash

Not

special


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


Expensive


Expensive Book in

Advance


Expensive Book in

Advance

Book in

Blocks of

Time


Expensive Book in

Advance

Book in

Blocks of

Time

Two

Payment

Steps

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

Open App View Availability Book Car

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

Friendly

Service

Nice

Cars

Easy

Payment

Constant

Feedback

Reasonable

Price

Just in

Time

More

Flexibility

Streamlined

Process

Feedback

Loop

Fill Gaps

in Schedule

Bigger

Market

More

Control

Why

Service

Design?

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.

79%

— Complete unscientific guessing of who’s doing how much

Who are defining and implementing services?

System Engineers

Operations

Management

Branding &

Marketing

Customer Service

“The Organization”

Straight-up Service

Designers

*BS

Service design applies

design methods and

craft to the definition

and orchestration of

service experiences.

image

360

image

360

Service design examines

the operations, culture,

and structure of an

organization for impact

on service experience.

Experience

Process

Process

Experience

Change the Machine

Map the Experience

Map

the

Experience

COMPLEX

OMNI

CHANNEL

TOUCHPOINTS

Companies have

long emphasized

touchpoints... but

this focus distracts

from the more

important picture:

the customer’s end-

to-end experience.

Companies have

long emphasized

touchpoints... but

this focus distracts

from the more

important picture:

the customer’s end-

to-end experience.

JOURNEY

Experience Map for Rail Europe | August 2011

STAGES

DOING

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

occur

E-ticket Print at Station

Web

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

Web

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



Enjoyability



Enjoyability



Enjoyability



Enjoyability


Mail tickets for refund

Get stamp for refund

Experience Map for Rail Europe | August 2011

STAGES

DOING

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

occur

E-ticket Print at Station

Web

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

Web

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



Enjoyability



Enjoyability



Enjoyability



Enjoyability


Mail tickets for refund

Get stamp for refund

Experience

Mapping!

DATA

Thinking Feeling Doing

Borrowed from Chris Risdon

Tell the story with

depth and richness

around the human

experience.

PATIENTACTIVITIES

INFORMATIONNEEDS

Critical MomentPatient sees Care Provider

activities

i think i need helpstages discover what is wrong with me make me better maintain my new normal

1 2 3 4 5 7 8 9 10 11 12 13 14

Critical MomentPatient needs JMH

Critical MomentSeverity of condition can determine the tone of the journey Redirect

Get patient on correct path: ER/UC/PCP

May have been directed from routine PCP visit

Critical MomentPatient gets diagnosis

Critical MomentPatient gets or starts treatment

Critical MomentGet patient on the road to normal

Critical MomentPatient sees Care Provider

RedirectReferred to Specialist, patient is looking to connect with right Care Provider for them

6

+ ANXIETY

+ RELIEF

STORY ARCThe relative change in anxiety and relief and the range in patient stories

EXPERIENCE DRIVERS

UNDERSTANDING: Building knowledge and clarity

REPETITION: Multiplying the unknown

UNKNOWN: Creating uncertainty and obscurity

STABILITY: Progressing and sense of security

COMFORT: Growing ease and alleviation

DOUBT: Growing skepticism and mistrust

HIGH IMPACT

key momentsomething feelswrongUnsure what is wrong. Scare of the unknown.

my needs Validate that I need help

key momentdecide to get helpConfident I will get help and hopeful that I can get answers.

my needs Be ready for me

key momentmonitor treatmentConfident in my care. Clear expectations of what is progress. Access to my Doctor just in case.

my needs Access to help when needed. Reassurance that there is progress.

key momentcheck-upsConsistent access to my Doctor. Confident in my care and prepared if anything comes up.

my needs Show me progress

key momentsee a specialistConfident in my care and trust in Doctor. Empathy for my situation.

my needs Be my rock and hub of information

key momentchoose treatment optionClear expectations of how my life will change with helpful resources. Empathy for my situation.

my needs Understand how this will impact me long-term

key momenttalk to doctors to see what is going onNo empathy or comfort. Feel rushed and unimportant to my Doctor.

my needsListen to me so I can trust you

key moment

change treatmentNo set expectations of progress. No confi-dence in my care or doctor.

my needsProvide me options

key momentget tests and review resultsNo clear answer, so no confidence in my care. No expectations of when we’ll know.

my needsNeed expert of my disease to help me

Finding the right Care Provider who can act as a partner and set clear expectations early in your journey is a key driver of overall experience. Having access to this care is paramount.

Chronic CarePatient Experience Map

check-ups• Continue routine checks up and tests• Repeat new treatments/monitoring if

needed

something feels wrong• Having pain or onset of symptoms• Notice a sudden change in at-home

monitoring

i think i need help• Call Primary Doctor or a General Line • Ask family/friends with similar symptoms• Self diagnose• Google triage

1

2

1

2

3

4

3

4

5 7

7

10

11

12

11

12

1413

1413

8

8

9

10

9

6

5

6

decide to get help• Go to the ER or Urgent Care Center• Schedule a visit with Primary Doctor

talk to doctors to see what is going on• Explain my symptoms• Answer questions• Visit PCP or Specialist

get tests and review results• Nurse or techs administers tests• Wait• Get referral for Specialists

see specialists• Doctor may give initial diagnosis• Get more referrals• Get additional tests• See multiple Specialists

get diagnosis • Ask additional questions• Hear results of the tests and what

they mean• Learn about diagnosis and what that means• Do my own research to validate diagnosis or

learn more

choose treatment option • Hear treatment option(s)• Do my own research to validate

treatment decision

get treatment• Get initial treatment administered by

Doctor or Nurse• Receive follow-up instructions to monitor

get prescriptions• Start an ongoing treatment, like medication

or at home care• Receive instructions on how to continue

ongoing treatment at home

maintain overall health• Fix other things that are impacted by my

chronic treatment• Exercise and diet• Get emotional and social support

monitor treatment • Monitor and log progress at home or

through visits• Monitor side effects and effectiveness

change treatment• By phone or doctor's visits• Change or add doctors if needed• Repeat

something feels wrong• Symptom checker• Google triage• Primary care phone number for triage

i think i need help• Where do I go for what• Triage Phone Number• Insurance benefits - cost/benefit of where

to go

decide to get help• Facility address• Time of appointment• Phone numbers

talk to doctors to see what is going on• Prepared questions• What I should tell my doctor

get tests and review results• Tests and what they are for• Results• Referral for Specialist

see specialists• Coordinated appointment with Specialist• Managed list of who I've seen for what

get diagnosis • Why this is happening to me• What the diagnosis is • Expectations of how things will change

choose treatment option• Why this treatment• Side effects• What treatment will entail

get treatment• Who to call for what• Discharge papers and after-care instructions• Prescription • Doctor's note

get prescriptions• Side effects• Prescription information• After-care information

maintain overall health • Other ways my life will be impacted• Resources to manage social and

emotional changes

check-ups• Update on my progress• Lab work

monitor treatment • What to look out for• Instructions• Doctor’s phone number for emergency

change treatment• Doctor’s phone number for emergency• When to call

GET TREATMENT

"I appreciated that he didn’t sugar coat it, but was still hopeful."

GET DIAGNOSIS

"You never forget this moment, no matter how gently your Doctor breaks the news."

MONITOR TREATMENT

"Things seem to return to normal and then there is this curve ball."

CHECK-UPS

"I still don’t feel like I’ve got the answers I need to deal with this."

It’s the activity not

the artifact.

Change

the

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.


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

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

Bin

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

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

Back

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

Staff

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

Time

Line of Visibility

Blueprint Building Blocks

Borrowed from Jamin Hegeman

Humanize processes

to co-create value for

businesses and the

people with whom

they interact.

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

Some

Essential

Skills

Some

Helpful

Tips

Change the Machine

Map the Experience

Line of Visibility

Empathizing Guidingmove in new lifeplan orchestrate movingfind it!search

I’M D

OIN

GI N

EED

I’M F

EELI

NG

Storytelling

Line of Visibility

3 Empathy Challenges Visualize Insights Tell & Re-tell

New/Improved Skills

Tips

Skill: Empathize

Tangible Empathy Workshop

Challenge 1: Read More Fiction

Thee Tip: Visualize InsightsChallenge 2: Practice Active Listening

Challenge 3: Empathic Adventure

Challenge 3: Empathic Adventure

Skill: Guiding

Tip: Visualize Insights

Emotions

Doing

Context

Touchpoints

Journeys

Key Moments

(intentionally blurry)

Skill: Storytelling

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

The universe

is made of

stories, not

atoms.

Muriel Rukeyser

Why tell stories?

Create a common understanding

Inspire and incite action

Communicate the truth

Prototype the future

Tip: Tell & Retell Stories

EducatedGuess

InformedUnderstanding

EvolvedConcept

ServiceStorming


InformedUnderstanding

EvolvedConcept

JourneyMapping

ServiceStorming


EvolvedConcept

ServiceStoryboard

JourneyMapping

ServiceStorming


Change the Machine

Map the Experience

Line of Visibility

Line of Visibility

Facilitation Translation Orchestration

Line of Visibility

Take Improv Let’s Do Coffee Roughcutting

New/Improved Skills

Tips

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 ExperienceMore

Human

Patrick T Quattlebaum | @ptquattlebaum

Thanks.

Date post:	27-Jan-2015
Category:	Technology
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On Service Design Take 2

Technology