Engaging staff in your intranet rebuild (Ark Intranets Strategy and Design)
Service Design for Intranets
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Transcript of Service Design for Intranets
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Service Design for intranetsMaish NichaniPebbleRoad
Intranets201217 May 2012
1Tuesday, May 22, 12
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About me
Founder and Principal of
www.pebbleroad.com
Manager’s Guidebook to Intranet Redesign Projects
Organizing Digital Information for Others
Manager’s Guidebook to Intranet Redesign Projects
Organizing Digital Information for Others
@maish
2Tuesday, May 22, 12
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“Intranets are changing immensely at a pace we’ve not seen before”William Amurgis
Technology
Nature of business
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Changing times
Organisation
Market
Society
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Society
Stewart BrandThe clock of the long now
http://longnow.org/about/5Tuesday, May 22, 12
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Market
Expectation of a benefit
Quality of experience
www.bain.com/bainweb/pdfs/cms/hotTopics/closingdeliverygap.pdf6Tuesday, May 22, 12
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Organisation
Old way
Hacker way
http://www.stuff.co.nz/technology/6355954/Zuckerberg-describes-FBs-hacker-way
http://www.stuff.co.nz/technology/6355954/Zuckerberg-describes-FBs-hacker-way
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Workplace
2004 2012
Can my department get a place to store and retrieve documents?
Can staff have realtime access to datasets in multiple formats and on the web and mobile channels?
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Workplace
2004 2012
Simple
Complicated
Well-defined
Ill-defined
Low expectations
High expectations
Viewed as a convenience
Viewed as business driver
INTRANET
DIGITAL WORKPLACE
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Digital workplace
Document libraries
CollaborationData services
Business intelligence
Customer Relationship Management
Communications
Virtual meetingsMobile services
DIGITAL WORKPLACE
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Digital workplace
Doc
umen
t col
lect
ions
Col
labo
ratio
n
Dat
a se
rvic
es
Busi
ness
inte
llige
nce
Cus
tom
er R
elat
ions
hip
Man
agem
ent
Com
mun
icat
ions
Vir
tual
mee
tings
Mob
ile s
ervi
ces
DIGITAL WORKPLACEJob to be done
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“People don't want to buy a quarter-inch drill, they want a quarter-inch hole.”Theodore Levitt
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All togetherAs one=
Digital workplace
Focused on the job DIGITAL WORKPLACE
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Digital workplace
http://www.steptwo.com.au/papers/kmc_keysdw/index.html14Tuesday, May 22, 12
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How does one come up with such ideas consistently?
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Response
2004 2012
Usability
Service DesignUser experience design
User-centric design
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The proposition
Think Service Design when designing the Digital Workplace
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What is Service Design (SD)?
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“A brand is a living entity—and it is enriched or undermined cumulatively over time, the product of a
thousand small gestures.”Michael Eisner, former CEO of Disney
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“A brand is a living entity—and it is enriched or undermined cumulatively over time, the product of a
thousand small gestures.”
Quality of the experience
Services over time, across channels
Evolving, adapting
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“Service design is the application of established process and skills to the development of services. It is a creative and practical way to improve existing services and innovate new ones.”Live | Work, 2010
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Elements of SD
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1
2
3
Focus on customer
Focus on service thinking
Cross channel
Elements of SD
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Focus on customer1
Learn
Do Observe
Ask
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Focus on customer1
25Tuesday, May 22, 12
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Focus on customer1
Personas
http://webstyleguide.com/wsg3/2-universal-usability/5-in-design-process.html26Tuesday, May 22, 12
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“A service is using your competencies and skills to benefit another person.”Robert Luschhttp://www.youtube.com/watch?v=Rzy-foIvo6k
Focus on service thinking2
27Tuesday, May 22, 12
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Focus on service thinking
I����������� ������������������ want����������� ������������������ a����������� ������������������ ����������� ������������������ place����������� ������������������ to����������� ������������������ rest����������� ������������������ and����������� ������������������ catch����������� ������������������ up����������� ������������������ with����������� ������������������ friends
Can����������� ������������������ someone����������� ������������������ help����������� ������������������ me?
I����������� ������������������ can����������� ������������������ help����������� ������������������ you!
2
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Focus on service thinking
Expectation of a benefit
Quality of experience
2
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Focus on service thinking
Staff
IT systems Physical environment
Customers
2
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Focus on service thinking
Expectation of a benefit
I����������� ������������������ can����������� ������������������ help����������� ������������������ you!
I����������� ������������������ can����������� ������������������ help����������� ������������������ you����������� ������������������ too!
2
31Tuesday, May 22, 12
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Cross channel3
Space Print Web MobilePeople ...
Multichannel
Cross channel
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Cross channel
Source: The rise of cross channel UX design
3
Mobile Web
Space
Kiosk
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Cross channel
http://tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html
3
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Examples of SD http://www.ideo.com/work/business-process-redesign
http://www.amazon.com
http://www.mint.com
http://www.stby.eu/2008/10/20/service-design-example/
http://www.nytimes.com/2010/12/28/business/media/28disney.html
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SD process
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SD process
Discover Ideate Develop Implement
Co-creation
End-to-end Cross channelHolistic
Staging
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SD toolkit
Discover Ideate Develop Implement
Stakeholder maps
Customer journey maps
Business model canvas
A day in the life
...
Idea generation
Storyboards
Prototypes
Service blueprints
...
Measurement
Training
Support
...
Storyboards
Prototypes
Service blueprints
...
38Tuesday, May 22, 12
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Customer journey maps
http://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customer-experience-using-customer-experience-journey-maps/
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How to use SD for the intranet?
40Tuesday, May 22, 12
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Induction journey map
First day at workAdmin workWork matesComputerFirst project
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Induction journey map
First day at workAdmin workWork matesComputerFirst project
ConfirmationThe offerNegotiations
InterviewGreetingInterview
First interactionJob adApplicationAcknowledgement
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Induction journey map
Expectations
Experiences
How can we do better
Firs
t day
at w
ork
Adm
in w
ork
Wor
k m
ates
Com
pute
rFi
rst p
roje
ct
Con
firm
atio
nTh
e of
fer
Neg
otia
tions
Inte
rvie
wG
reet
ing
Inte
rvie
w
Firs
t int
erac
tion
Job
adA
pplic
atio
nA
ckno
wle
dgem
ent
43Tuesday, May 22, 12
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Stakeholder maps
IT team
HR teamFrontline staffWeb team
Intranet team Staff
EXTERNAL
INTERNAL
Icons from: http://thisisservicedesignthinking.com/
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Service blueprint
First day at workConfirmationInterviewFirst interaction
User actions Apply for job Arrive at officeTake interview
Accept offer Arrive at office
Job ad
Application form
Website copy
Social media postsThank you card Email letter
Induction pack
Digital workplace
Post job adUpdate websiteBlog, Tweet job opening
Greet on arrivalInterviewSend Thank You card
Email offer letter Greet on arrivalStart induction process
Frontstage
Create job adCreate web copyCreate social media copy
Prepare for interview
Prepare offer letter Greet on arrivalTake through induction process
Backstage
Business dept. HRCorp commsWeb team
HRFront deskInternal comms
Business dept. staffHR
Business dept. staffHRFront deskIntranet team
Teams
45Tuesday, May 22, 12
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Service blueprint
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More...
Tip > Investigation > Legal > Verdict > Policy
Before trip > During trip > After trip
Before writing > When writing > After publication
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3 ways to apply SD
1
2
3
As a layer of meaning to an ongoing project
As a way to re-imagine a big pain point. E.g. procurement
As a support service for long-term organisational design
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Resources
http://www.service-design-network.org
http://thisisservicedesignthinking.com/
http://www.servicedesigntools.org/
Text
49Tuesday, May 22, 12