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Let’s Visualise the Bits and Bytes of Services Service design provides excellent methods for developing new concepts but lacks a systematic format for specification of services. We are developing a visual language that consists of diagrams and symbols, representing interactions between customers and service providers. The language can express both planned service delivery and actual service experiences in terms of actors, initiators, channels, devices, deviations and failure. The main hypothesis we want to test is that a common visual language will ease the communication between all stakeholders involved in service innovation, and result in improved quality and customer satisfaction. The main constituents of the visual language and preliminary results from industry case studies will be presented.
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VISUAL VISUAL
VISUAL
Let's visualise the bits and bytes of services
Ragnhild Halvorsrud SINTEF ICT Norway
Technology for a be/er society
VISUAL VISUAL
Bits and bytes of music
My conference journey
4
SDN conference Before the conference
Decide
Register and send proposal
Prepare presentaKon
Send presentaKon
Proposal accepted?
START
Travel to Cardiff
Hotel check-‐in
Present
hotel check-‐out
Travel to Oslo
STOP
Going there Going home
Proposal accepted?
Conference day 2
Conference day 1
no
yes
no
yes
VISUAL VISUAL
The challenge
• Problem 1: the fuzzy front end • Problem 2: theory vs pracKce A visual language
for service design that everyone can understand?
Designing a new service…
• A complex service being developed • A well-‐defined innovaKon process
VISUAL VISUAL
Problem 1: the fuzzy front end
hYp://staKc.squarespace.com/staKc/50c8f35ae4b052a90587c09/t/518262f9e4b04f94760dcd32/1367499514715/Computer%20nerd.png
VISUAL VISUAL
Service blueprints
"Services exist in two different states of being.."
• potenKal state
• kineKc state
Lynn Shostack (1982). How to design a service. Eur. J. Marke@ng 16, 49-‐63.
VISUAL VISUAL
Problem 2: Theory vs pracKce
The intended service delivery .. • .. can be planned • .. can be "blueprinted" • .. ogen involve digital touchpoints • CAN be modelled on a general basis
The actual service delivery .. • .. is personal • .. is context dependent • .. and changes in Kme • EmoKons CANNOT be modelled
on a general basis
?
VISUAL VISUAL
Touchpoint Customer journeys
VISUAL VISUAL
Customer Journey Modelling Language
Touchpoint = Instance of communica@on or interac@on Customer journey = A sequence of touchpoints (and ac@ons) to achieve a goal
Types of services – Our main focus: Digital and
transacKonal services – Less focus: Services with
much human intervenKon
VISUAL VISUAL
Touchpoints
Touchpoint boundary
Symbol area
customer service provider
other actor
completed missing
IniKator of touchpoint
Status of touchpoint
failed
VISUAL VISUAL
Icons
telephone conversaKon
call centre
leYer e-‐mail SMS
internet via PC
smartphone app
invoice self-‐service machine
payment
VISUAL VISUAL
Diagram elements
14
Touchpoint AcKon
start of customer journey
end of customer journey
Special symbols
connector
VISUAL VISUAL
Visual syntax for customer journeys
15
acKon
Decision point Unknown sequence
acKon
VISUAL VISUAL
How we work
Model services A common base for exploraKon • Going to the movies • Tax reporKng • Retail purchase • Air travel
Case studies Annual case studies with industry partners • Energy supplier • eMarket company • eHealth services
Lisa (30) has problems with login via web and calls the tax authori@es to get assistance. Frank (22) fails to pay remaining taxes within deadline Bill (48) does not receive the tax assessment no@ce
VISUAL VISUAL
Model service "going to the movies"
order and pay Kcket via web
e-‐mail confirmaKon
SMS confirmaKon
retrieve Kcket
Kcket control at entrance
see movie
@home @cinema
Plain sequenKal view
IniKated by the customer
IniKated by the service provider
VISUAL VISUAL
Case study: eMarket sales
• The prospect customer: car dealer • He considers to use the online market place
Plain sequenKal view
Customer phones the call centre
Sales person phones the customer
Customer receives informaKon
Customer indicates which product he wants
Sales person sends the contract
Customer wants to get in touch with sales person
Customer changes his mind
VISUAL VISUAL
When things happen simultaneously Concurrency view
Customer phones sales person
Sales person sends the contract
Customer "signs" the contract and returns it
(end of phone call)
Customer phones the call centre, no answer
Customer chooses a product
Sales person sends username and password
VISUAL VISUAL
DeviaKons from the expected
Expected touchpoints
Ad-‐hoc touchpoints Customer chooses call-‐back
DeviaKon view
Failing: Customer can't reach the call centre
Failing: The agent cannot reach the customer
Customer reaches the call centre
Customer reports the result
Request a meter-‐reading
• A customer wants to change energy supplier • She has problems reaching the call centre
The VISUAL project
SINTEF Halogen
Industry partners
eHealth services
University of Linköping
Service Design consultancy
Research Project management
Research
Energy supplier Digital market
An innovaKon project funded by the research council of Norway
Please follow us here: hYp://www.visualproject.org/
