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American Association of State Highway and Transportation Officials, 1925
BY COUNTY
People
Agriculture
Mining
BY COUNTY
People
Agriculture
Mining
BY COUNTY
People
Agriculture
Mining
Predictable value
Predictable value Citizen adoption
Citizen adoptionPredictable value
Citizen needGovernance Construction systems
Economic Policy Citizen adoptionPredictable value
Wielding the Hard and Soft Science of Service Design@brandonschauer
Wielding the Hard and Soft Science of Service Design
Wielding the Hard and Soft Science of Service Design@brandonschauer
Wielding the Hard and Soft Science of Service Design
Front and back of house
END
END
End-to-end
Participatory
First service design challenges
Formally working in service design
Acquired by Capital One, doubled down on Service Design
Forming Service Design as a community of practice across Capital One
2007 2011 2014 2017
Inaugural SX Conference
2013
Rail Europe Experience Map
Rail Europe Experience Map, 2011
Exploratorium Visitor Experience Map, 2013
Experience Mapping Guide, 2013
Service Experience Conference, 2013 - present
Service Blueprinting Guide, 2016
Glide Goods, 2016
Flow matters, if you see it.Flow has economics.Flow changes the landscape.No one person changes flow.Scale brings complexity.
Flow matters, if you see it
Goods Trade Deficit
$750.1 BLN
— United States Census Bureau
Services are a huge part of the U.S. economy
Services Trade Surplus
$247.8 BLN
BPR
Business Process Re-engineeringBEFORE
Business Process Re-engineeringAFTER
Rail Europe Experience Map
Rail Europe Experience Map
Exploratorium Visitor Experience Map
Boundary objects
+
–
Flow matters, if you see it. Seeing isn’t doing.
+
–
Flow matters, if you see it. Seeing isn’t doing.
Flow has economics
Scenario: Broken Refrigerator
Flow
DISCERN NEED
SHOP OPTIONS
MAKE BEST PURCHASE
MANAGE DELIVERY
INSTALL AND USE
Flow is conversion
DISCERN NEED
SHOP OPTIONS
MAKE BEST PURCHASE
MANAGE DELIVERY
INSTALL AND USE
100 72 58 52 2680
Flow is conversion: Overall rise of ↑50%
DISCERN NEED
SHOP OPTIONS
MAKE BEST PURCHASE
MANAGE DELIVERY
INSTALL AND USE
100 72 58 52 39
↑25%
FIX IT HERE
80
FIX IT UPSTREAM
Flow is conversion: Overall rise of ↑69%
DISCERN NEED
SHOP OPTIONS
MAKE BEST PURCHASE
MANAGE DELIVERY
INSTALL AND USE
100 80 72 65 58 44
↑25%↑10%
AND FIX IT HERE
Flow is conversion: Overall rise of ↑10%
DISCERN NEED
SHOP OPTIONS
MAKE BEST PURCHASE
MANAGE DELIVERY
INSTALL AND USE
110 88 79 63 57 29
↑10%MORE MARKETING!
How do we see the opportunities?
Journey PlaybookEleven patterns for how to change your current customer experience for the better »
Erasing Troughs Early Solutions Strong Starts
Smoother Handoffs Skips and JumpsStrong Ends
x
y
n
b
Totally Reimagining Reordering Intelligent ExperiencesMagnifying Peaks
Earlier starts, later ends
bit.ly/journeyplaybook
ERASING TROUGHSTurning a low moment in the experience into either a smooth moment, or, a new peak in the experience.
Increases NPSIncrease conversion
SKIPS AND JUMPSCompletely remove steps are stages of the journey that you can do on the customer's behalf.
Increase in NPSIncrease in conversionGreater
Greater
Increase in NPSIncrease in conversionGreater
Greater
Flow has economics. Do what’s valued.
Flow has economics. Do what’s valued.
Flow changes the landscape.
How likely are you to recommend this service to a friend?
Very LikelyNot Very Likely
What do people remember?
The Peak
(Or the Trough)
And the End
The Peak End Rule
Remove troughs
4 units of effort
Don’t seek evenly good
18 units of effort
Embellish your Peaks
4 units of effort
Maximize your Ends
4 + 3 units of effort
The Peak End Rule
Flow changes the landscape. Design to affect.
Flow changes the landscape. Design to affect.
No one person changes flow.
LINE OF VISIBILITY
Conversation between customer and server, drink menu, dinner menu
Wayfinding, exterior branding
Conversation between customer and server
Wayfinding, queue signage
Customer greeting Reservation conversation
Verbal and non-verbal directions
Conversation between customer and server, drink menu, dinner menu
Drink menu, dinner menu
Server answers any questions regarding the menu and takes customer’s order
Host greets customer
Host confirms reservations, checks if table is ready
Busser clears dirty table
Back Waiter tells Host that table is ready
Back Waiter resets table
Host informs Server that their table has arrived
Server enters order into system
Server picks up drinks from bar
Bartender makes drink order, Chef makes appetizer and places order in kitchen queue
Server triggers kitchen to start main course, Chef starts cooking main course
Host shows customer to table
Server greets customers and tells them about the daily specials
Server delivers drinks
Reservation system
Nightly special board in kitchen
Order system Order system
Customer asks question and places their order
WaitsCustomer enters Restaurant
Customer receives drink order
Customer waits for host to be free
Customer enjoys drinks and appetizers
Customer is greeted by host
Customer confirms reservation
Customer walks to table
Customer is greeted and hears about daily specials
Customer reviews menu
CU
ST
OM
ER
AC
TIO
NS
TO
UC
HP
OIN
TS
FRO
NT
STA
GE
STA
FFB
AC
KS
TAG
E S
TAFF
SU
PP
OR
T P
RO
CE
SS
ES
ARRIVING ORDERING RECEIVING DRINKS
LINE OF VISIBILITY
Conversation between customer and server, drink menu, dinner menu
Wayfinding, exterior branding
Conversation between customer and server
Wayfinding, queue signage
Customer greeting Reservation conversation
Verbal and non-verbal directions
Conversation between customer and server, drink menu, dinner menu
Drink menu, dinner menu
Server answers any questions regarding the menu and takes customer’s order
Host greets customer
Host confirms reservations, checks if table is ready
Busser clears dirty table
Back Waiter tells Host that table is ready
Back Waiter resets table
Host informs Server that their table has arrived
Server enters order into system
Server picks up drinks from bar
Bartender makes drink order, Chef makes appetizer and places order in kitchen queue
Server triggers kitchen to start main course, Chef starts cooking main course
Host shows customer to table
Server greets customers and tells them about the daily specials
Server delivers drinks
Reservation system
Nightly special board in kitchen
Order system Order system
Customer asks question and places their order
WaitsCustomer enters Restaurant
Customer receives drink order
Customer waits for host to be free
Customer enjoys drinks and appetizers
Customer is greeted by host
Customer confirms reservation
Customer walks to table
Customer is greeted and hears about daily specials
Customer reviews menu
CU
ST
OM
ER
AC
TIO
NS
TO
UC
HP
OIN
TS
FRO
NT
STA
GE
STA
FFB
AC
KS
TAG
E S
TAFF
SU
PP
OR
T P
RO
CE
SS
ES
ARRIVING ORDERING RECEIVING DRINKS
CUSTOMER ACTIONSTOUCHPOINTSFRONT STAGE STAFFSUPPORT PROCESSES Order mealBACK STAGE STAFF
Line of visibility
MenuWaiterCookSupply chain
CUSTOMER ACTIONS
TOUCHPOINTS
FRONT STAGE STAFF
SUPPORT PROCESSES
Order meal
BACK STAGE STAFF
Line of visibility
Menu
Waiter
Cook
Supply chain
CUSTOMER ACTIONS
TOUCHPOINTS
FRONT STAGE STAFF
SUPPORT PROCESSES
Order meal
BACK STAGE STAFF
Line of visibility
Menu
WaiterCook
Supply chain
Cook + Waiter
Marketing HR Training Insurance Reservations
THIS CHANGE MUST INVOLVE
MONTH DD, YYYYCAPITAL ONE ADAPTIVE PATH + [PARTNER GROUP] CONFIDENTIAL 81
INTRODUCTION
Social networks
No one person changes flow. Effect the org.
No one person changes flow. Effect the org.
Scale brings complexity.
value proposition
value proposition
value proposition
value proposition
value proposition
value proposition
core value proposition
QUALITY
TIME
bit.ly/baselinejourney
Baseline Journeys
6 journeys
bit.ly/baselinejourney
1 Baseline Journey, 6 variations
Scale brings complexity. Design systems
Scale brings complexity. Design systems.
Flow matters, if you see it. Seeing isn’t doing.Flow has economics. Do what’s valued.Flow changes the landscape. Design to affect.No one person changes flow. Effect the org.Scale brings complexity. Design systems.
From To
Wielding the Hard and Soft Science of Service Design
Wielding the Hard and Soft Science of Service DesignBOOKS REFERENCED
The Big Roads: The Untold Story of the Engineers, Visionaries, and Trailblazers Who Created the American Superhighways, Earl Swift
Divided Highways: Building the Interstate Highways, Transforming American Life, Tom Lewis
PHOTOS SOURCED FROM
slide 2, doe-oakridge
slide 81, Gabludlow
slide 61, 12fh
slide 48, osseous
Wielding the Hard and Soft Science of Service Design@brandonschauer