Evolution of Design & Service Design
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Transcript of Evolution of Design & Service Design
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ChallisHodgeFounder&CEOCOLLIDE|Purpose-DrivenExperiences.Twodecadesdesigninghuman-centeredproducts,servicesandexperiencesthatimprovelivesandgrowbusinesses.
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
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Topics.
WhyShouldICareAboutServiceDesign?HowandWhyHasDesignEvolved?HowDidThatEvolu0onLeadtoServiceDesign?And,WhatisServiceDesignAnyway?
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WhyallthebuzzaboutServiceDesign?
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ByAMANDACOX,CHARLESDUHIGG,XAQUÍNG.V.,MIKAGRÖNDAHL,HAEYOUNPARK,GRAHAMROBERTS,KARLRUSSELLh\p://www.ny_mes.com/interac_ve/2012/01/20/business/the-iphone-economy.html
FromManufacturingtoServices.
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Servicesmakeup63.5%oftheWorld’sGDP.
77.7%
Central Intelligence Agency The World Factbook 2014
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
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ServicesDesignistheac0vityofplanningandorganizingpeople,infrastructure,communica0onandmaterialcomponentsofaserviceinordertoimproveitsqualityandtheinterac0onbetweenserviceproviderandcustomers.
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FinancialsServices.Insurance.Healthcare.Retail.Automo0ve.Government.Educa0on.
INDU
STRIES.
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Howdidwegethere?
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DesignHasEvolved.
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Marke0ngofDesign.IncreasedBusinessDemand.NaturalEvolu0onofSkills.
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
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UserExperience
CustomerExperience
DesignThinking
ServiceDesignThinking
ServiceDesign
Canvases JobstodoInnova0on
Insights
EmpathicInsights
OmnichannelBigDDesign
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cjonline.com/sites/default/files/imagecache/superphoto/12555296.jpg
BUSINESSWASN’TREADY.
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Gap!
Time
Und
erstanding
Technology
People
MarcRefg,HannaHodge,1998
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Efficiency
Time
IA
UI
UX
SDIxD
CoreDesign
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Evolu0onofDesign.
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Products&Experiences.
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CohesiveTouchpoints.
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ConsistentCustomerJourneys.
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AlignedOrganiza0ons.COLLIDE|Purpose-DrivenExperiences. Copyright©2016
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DesigntheJourney
DesigntheDelivery
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ServiceDesign.
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ServiceDesign.Management
Prod
uct
Marke_n
g
Sales
Retail
Custom
erService
Customer
CustomerService
Retail
Sales
Marke_ng
Product
Management
Alignanorganiza+ontodeliveraholis+cCustomerExperience.
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ResearchFacilitateStrategizeInnovate
CollaborateArchitectDesign
PrototypeTestPlan
ManageChange
WHATSERVICEDESIGNERSDO.
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TheSquiggleDamienNewman
Process.
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00
Align
04
Realize
01
Understand
02
Synthesize
03
Design
ServiceDesignProcess.
User-CenteredTheop_malcustomerexperiencemustbethegoal.Serviceshouldbeviewedthroughthecustomers’eyes.
Co-Crea0veTheen_reorganiza_onmustbealigned.Allstakeholdersshouldbeincludedintheprocess.
Holis0cTheen_reenvironmentmustbeconsidered.Resultsshouldincludecustomerjourneyandorganiza_onaldelivery.
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DesigntheJourney(Who&What)
DesigntheDelivery(How&When)
UnderstandBusiness UnderstandCustomer
ManageChange Measure&Refine
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Who:Personas
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PhotoNameTitleCompany/IndustryRole/ResponsibilityGenderAgeEduca_onSalary/HouseholdIncomeLoca_onFamilyKeyQuoteNarra_veDescrip_onGoals(Accomplish)Challenges(Overcome)Likes&DislikesValues&FearsCulturalTechnologyBehaviorsScenarios
PersonaName
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developertodesigner.wordpress.com/2014/07/17/monthly-gold-persona-inspira_on www.chezluc.com
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graphicbanner204.blogspot.com/2013/11/business-card-design-by-wwwkellimarieme.htmlwww.flickr.com/photos/hmakwana/4842329339
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What:CustomerJourney
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Stages
Doing
Goals
Opportuni_es
Thinking
Feeling
Experience
CustomerJourneyMap
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h\p://www.uxma\ers.com/mt/archives/2011/09/images/Effec_veUIJourneyMapExample.jpg
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h\p://advenio.es/disena-la-experiencia-del-cliente-customer-journey-map/
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h\p://blogs.aaslh.org/wp-content/uploads/sites/23/2014/03/customer-journey-map-exploratorium.png
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How:ServiceBlueprint
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CustomerAc_ons
SupportProcesses
BackStageInterac_ons
FrontStageInterac_ons
PhysicalEvidence
LineofInterac_on
LineofInternalInterac_on
LineofVisibility
ServiceBlueprint
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h\ps://real_meboard.com/app/board/29616795/
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h\p://marionferrec.com/Medipass-interna_onal-assistance
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When:ServiceRoadmap
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Q1 Q2 Q3 Q4
ServiceRoadmap
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Ac_vitytobecompleted
Ac_vitytobecompleted
Ac_vitytobecompleted
Ac_vitytobecompleted
Ac_vitytobecompleted Ac_vitytobecompleted
Ac_vitytobecompleted
Ac_vitytobecompleted Ac_vitytobecompleted Ac_vitytobecompleted
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Ac_vitytobe…
Ac_vitytobecompleted
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Ac_vitytobe…WorkStream
WorkStream
WorkStream
WorkStream
KPIsMetrics
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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.
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COLLIDE|Purpose-DrivenExperiences. Copyright©2016
DesigntheJourney(Who&What)
DesigntheDelivery(How&When)
UnderstandBusiness UnderstandCustomer
ManageChange Measure&Refine