Improving Experiences with Service Design - MOSO2015
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Transcript of Improving Experiences with Service Design - MOSO2015
TesaniDesign.com@tesanidesign@jasonfiske
Sr. StrategistInteractive and Online Services
Co‐OwnerTesani Design
Online Banking
Web Content
Farm Mgmt Software
Call Centre
SEO
Mobile
Website
Relationship Staff
Social Media
FCC Online Experience
“We don’t think of the Kindle Fire as a tablet. We think of it as a service.”
Jeff Bezos, CEO of Amazon
80% of companies believe they deliver an outstanding or a superior customer experience.
8% of their customers agree.
http://bain.com/bainweb/pdfs/cms/hotTopics/closingdeliverygap.pdf
How’s that working for you?
$40 BillionEstimated dollars spent in the US advertising services
$2 BillionEstimated dollars spent in the US designing those services
http://www.adaptivepath.com/ideas/serious‐service‐sag/
I wonder why?
What is Service Design?
Service Design is a method to deliver the best possible experience from the perspective of your user.
Customer Service Provider
UsefulUsable
Desirable
EffectiveEfficientDistinctive
ExperienceDesign
ServiceDesign
InteractionDesign
A great experience between a person and a product
A great experience across all touch points.
A great experience across all touch points, while understanding and designing the ability to deliver for the long term.
Service Design
Line of sight
(Front stage)
(Back stage)
User experiences
Internal elements of service delivery
Multiple touchpoints Physical Evidence Physical Evidence
Front stage employee actions
Back stage employee actions
Support processes and IT
LogisticsBack stage employee actions
Image by Jesse Grimes – The challenges and opportunities of service design, 2013
Service designers come from all backgrounds
Marketing
UX Product Owners
Strategy
IT
Research Design
CX
InnovationOperations
Sales
SD
Preparation
• Define the problem or opportunity• Be as specific as possible• Determine information gaps and research needs• Develop a plan for compiling knowledge• Establish the team• Engage stakeholders for participation• Be prepared to change your approach as you go
Ecosystem MappingDiscovery
http://www.fitch.com/think‐article/dreaming‐exploring‐locating‐understanding‐the‐new‐customer‐journey/
• Scribe and slap the following:– Players– Influencers– Resources– Channels– Locations– Systems– Artifacts
• Analyze for logical organization and how entities relate to one another
Ecosystem MappingDiscovery
Check in
Flight notifications
Boarding
Travel to gate
On‐flight entertainment
Pre‐flight snack
Baggage pick‐up
Pre‐flight snack
An ecosystem map can allow analysis to make considerations such as:
– Areas that are off limits within the initiative– Other players that should be involved on the team– Dependencies for change– Factors that will require deep or focused research– Initial direction on what to consider when developing the
overarching plan
Ecosystem MappingDiscovery
Ecosystem MappingDiscovery
https://www.flickr.com/photos/rosenfeldmedia/8461138803/sizes/c/in/set‐72157632731881073/
Design Research
Design research informs us by…
• Building empathy• Challenging biases• Understanding context• Discovering experiential and functional needs• Uncovering unmet needs / new opportunities
Discovery
Discovery
Interviews
Focus Groups
Prototype Testing
Card SortingService Intercepts
Diaries
Service Safaris / Observation / Shadowing
Heuristic Evaluation
Design research tools
Design research should look and listen for...
• What triggered the use of the service?• What were her expectations?• What actions did she take?• How did she feel at different points in time?• What what was she thinking at specific moments?• What touchpoints did she interact with?• What people were involved?• What were the physical locations did actions take place?• What was her lasting impression?
Discovery
Journey
• Understand your customer’s world and immerse yourself in it • Become empathetic to their experiences• Learn their behaviours and motivations• Create a tangible story
Discovery
Journey Map Creation
• Capture data that’s representative of the customer• Combination of workshops, interviews and some observation • Can include customers and customer facing staff
Discovery
Journey Map Building Blocks
StagesMeaningful chunks of
activities
ActionsWhat people are doing
EmotionsNeeds, feelings and
perceptions
PeopleWho is involved
ContextPlace and environment
Products and Services
Discovery
Journey Maps ‐ FCC
• Workshops with customer facing staff across Canada.• Mapped one journey for a common and key experience• Captured the following data points:
– Objectives– Doing– Thinking– Feeling– Other players– Pain points– Quality of the experience– Opportunities
Discovery
Journey Maps ‐ FCC
New customer, new loan to purchase land
• Farms with his brother, transitioned ownership from their father.• New land is coming for sale next to his. It will be sold via auction• Daryl is willing to spend up to $400K• Has never purchased land• They are in good financial standing with lots of equity and have
the ability to make the down payment on the land purchase• Daryl isn’t highly knowledgeable about lending and financing
options• He wants his son to be part of the process in his education toward
transition• In the end, they will finance with FCC
Discovery
Journey Map Workshop Tips
• Have a detailed and specific scenario• Start outside of your scenario and work you way in• Use your personas• Review both with participants before you start• Walk through the journey in a sequential order• Let the participants write and stick• Have lots of sticky notes
Discovery
Journey Map Outcomes
• Deep understanding of your service experience• Knowledge of channel / touchpoint preference and effectiveness• Insight into moments of truth, pain points and opportunities• An effective communications tool to gain alignment, empathy
and clarity
Discovery
Service Blueprints
• Documents what is required to make an experience a reality• Looks at the direct touchpoints / channels only• Considers the perspective of the user and the provider• Identifies pain points / opportunities for both the service user
and the service provider
Discovery
Service Blueprint Workshop Tips
• Make your scenario as specific as possible.• Bring together people from diverse areas.• Don’t solution yet – but ideation is key.• Don’t dialogue to death on a given point.• Assign takeaways for further analysis.• Let participants write and stick.
Discovery
Service Blueprint vs. Journey Maps
Blueprints:
• to identify process breakdowns and opportunities for process improvements
• Identify both internal and customer pain points and service gaps
• to inform an implementation plan for a new service
• to define a vision for how a service or touch point(s) could be improved
Discovery
Journey Maps:
• to identify customer pain points and service gaps
• to design a new service with customer experience at the core
• to examine the customer experience across touch points of a service
• to identify other factors that come in to play for your customer outside of your touchpoints and channels
http://www.cooper.com/journal/2015/5/journey‐map‐or‐service‐blueprint#more
• Analyze key insights• Review pain points• Highlight actionable
key findings• Establish service
experience principles• Creative thinking /
High level concepts
Ideation / ConceptualizeDesign
Experience PrinciplesDesign
1. Focus on working smarter and anticipating needs2. Instill pro‐activity to let personality shine3. Enable guests to feel comfortable in public spaces using subtle gestures 4. Provide options and a sense of control5. Aim to help guests feel refreshed, refueled, and recharged
http://www.ideo.com/work/redesigned‐courtyard‐lobby‐experience
Prototype
• A prototype brings your concept to life• Allows you to test the concept with users• Can save your organization $$$• People need to experience a service or touchpoint before
they can tell you what really makes a difference.
Design
• We spend a significant time with ‘storytelling’ to our customers. (marketing)
• We need to take that approach and apply storytelling to gaining business support and alignment.
• Your organization should FEEL what it's like to experience every touchpoint.
Define
Clearly define the future vision
"Work with stakeholders until they know the story so well, they are constantly telling and retelling it themselves."
‐ Dane Howard, eBay
Define
Clearly define the future vision