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on Service Design
Patrick Quattlebaum | @ptquattlebaumUsability Stammtisch BerlinPresented 18 Apr 2013 to
Patrick QuattlebaumDesign Director | @ptquattlebaum
Why Service Design?
Mapthe
Experience
Changethe
Machine
Case:A Human
Service
SomeEssential
Skills
Why Service Design?
Mapthe
Experience
Changethe
Machine
Case:A Human
Service
SomeHelpful
Tips
Chris Risdon
BrandonSchauer
JaminHegeman
PatrickQuattlebaum
Your Guides
Case:A Human
Service
A date with my wife...
... at a nice restaurant ...
http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
Dirty
http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
Dirty Unreliable
http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
Dirty UnreliablePressure
to usecash
http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
Dirty UnreliablePressure
to usecash
Notspecial
http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg
http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg
Expensive
http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg
Expensive Book inAdvance
http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg
Expensive Book inAdvance
Book inBlocks of
Time
http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg
Expensive Book inAdvance
Book inBlocks of
Time
TwoPayment
Steps
http://files.tested.com/photos/2012/12/26/43242-uber.jpg
Open App View Availability Book Car
Open App View Availability Book Car
Watch Progress Get Alerts
Pay for Service Provide Feedback
Waiting
Four Hour Block
Trip Trip Trip Trip
Driver
Passenger
FriendlyService
NiceCars
EasyPayment
ConstantFeedback
ReasonablePrice
Just inTime
MoreFlexibility
StreamlinedProcess
FeedbackLoop
Fill Gapsin Schedule
BiggerMarket
More Control
MoreHuman
WhyServiceDesign?
http://www.nytimes.com/interactive/2012/01/20/business/the-iphone-economy.html
MacroTrend: Shift to Services
The service sector now generates ~64% of the world’s GDP.
International Monetary Fund, World Economic Outlook Database, April 2012: Nominal GDP list of countries.
The service sector now generates ~64% of the world’s GDP.
International Monetary Fund, World Economic Outlook Database, April 2012: Nominal GDP list of countries.
71.1%
MARKET SIZING
$2 BillionEstimated size of total dollars spent in U.S. on the planning and design of services
*BS
$2 BillionPlanning & Design of Services
$40 BillionAd Spend
photo by Seal Beach AT&T
$2 BillionPlanning & Design of Services
$40 BillionAd Spend
photo by Seal Beach AT&T
$2 BillionPlanning & Design of Services
$40 BillionAd Spend Service
Anticipation Gap
photo by Seal Beach AT&T
Service Anticipation Gap
The loss of future potential revenues and the wasted ad spend when a service doesn’t meet or exceed the expectations set with the customer.
*BS
Increased customer acquisition and adoption rates by planning and designing for service propositions, sequencing, and flow
Overcoming SAG
Increased customer loyalty and advocacythrough human-centered planning of customer journeys across touchpoints and evidencing of customer value
*BS
COMPETITION
— Complete unscientific guessing of who’s doing how much
How’s this workgetting done?
System Engineers
Operations Management
Branding & Marketing
Customer Service
“The Organization”
Straight-up Service Designers
*BS
Service design applies design methods and craft to the definition and orchestration of service experiences.
Examines the operations, culture, and structure of an organization for impact on service experience.
Service Design (in two sentences)
Borrowed from Jamin Hegeman
Services are process and experience based.
From Service Blueprinting: A Practical Technique for Service Innovation
Experience
Process
Process
Experience
Change the Machine
Map the Experience
Mapthe
Experience
Services are process and experience-based.
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
People choose rail travel because it is convenient, easy, and flexible.
Rail booking is only one part of people’s larger travel process.
People build their travel plans over time. People value service that is respectful, effective and personable.
EXPERIENCE
Rail Europe Experience Map
Kayak, compare
airfare
Google searches
Research hotels
Talk with friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets arrive in mail
• I’m excited to go to Europe! • Will I be able to see everything I can?• What if I can’t afford this?• I don’t want to make the wrong choice.
• It’s hard to trust Trip Advisor. Everyone is so negative.
• Keeping track of all the different products is confusing.
• Am I sure this is the trip I want to take?
• Website experience is easy and friendly!• Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time.
• Stressed that I’m about to leave the country and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets to Europe.
• Happy to receive my tickets in the mail!
• I am feeling vulnerable to be in an unknown place in the middle of the night.
• Stressed that the train won’t arrive on time for my connection.
• Meeting people who want to show us around is fun, serendipitous, and special.
• Excited to share my vacation story with my friends.
• A bit annoyed to be dealing with ticket refund issues when I just got home.
View maps
Arrange travel
Blogs & Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review & confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for questions
Activities, unexpected changes
Change plans
Check ticket status
Print e-tickets at home
web/apps
Look up timetables
Plan/confirm activities
Web
Share photos
Share experience (reviews)
Request refunds
Follow-up on refunds for booking changes
Share experience
Buy additional tickets
Look up time tables
Stakeholder interviewsCognitive walkthroughs
Customer Experience SurveyExisting Rail Europe Documentation
Opportunities
Guiding Principles
Customer Journey
Information sources
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?• Where do I want to go?• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a little more for first class.
• How much will my whole trip cost me? What are my trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping?
• Rail Europe is not answering the phone. How else can I get my question answered?
• Do I have everything I need?• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are not more trains. What can we do now?
• Am I on the right train? If not, what next?• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not.
• People are going to love these photos!• Next time, we will explore routes and availability
more carefully.
Ongoing, non-linear
Linear process
Non-linear, but time based
Communicate a clear value proposition.
STAGE: Initial visit
Connect planning, shopping and booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better, more savvy travelers.
STAGES: Global
Proactively help people deal with change.
STAGES: Post-Booking, Traveling
Support people in creating their own solutions.
STAGES: Global
Visualize the trip for planning and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with explicit purposes.
STAGES: Global
Communicate status clearly at all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and booking in Europe too.
STAGE: Traveling
Aggregate shipping with a reasonable timeline.
STAGE: Booking
Help people get the help they need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets for refund
Get stamp for refund
Services are process and experience-based.
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
People choose rail travel because it is convenient, easy, and flexible.
Rail booking is only one part of people’s larger travel process.
People build their travel plans over time. People value service that is respectful, effective and personable.
EXPERIENCE
Rail Europe Experience Map
Kayak, compare
airfare
Google searches
Research hotels
Talk with friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets arrive in mail
• I’m excited to go to Europe! • Will I be able to see everything I can?• What if I can’t afford this?• I don’t want to make the wrong choice.
• It’s hard to trust Trip Advisor. Everyone is so negative.
• Keeping track of all the different products is confusing.
• Am I sure this is the trip I want to take?
• Website experience is easy and friendly!• Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time.
• Stressed that I’m about to leave the country and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets to Europe.
• Happy to receive my tickets in the mail!
• I am feeling vulnerable to be in an unknown place in the middle of the night.
• Stressed that the train won’t arrive on time for my connection.
• Meeting people who want to show us around is fun, serendipitous, and special.
• Excited to share my vacation story with my friends.
• A bit annoyed to be dealing with ticket refund issues when I just got home.
View maps
Arrange travel
Blogs & Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review & confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for questions
Activities, unexpected changes
Change plans
Check ticket status
Print e-tickets at home
web/apps
Look up timetables
Plan/confirm activities
Web
Share photos
Share experience (reviews)
Request refunds
Follow-up on refunds for booking changes
Share experience
Buy additional tickets
Look up time tables
Stakeholder interviewsCognitive walkthroughs
Customer Experience SurveyExisting Rail Europe Documentation
Opportunities
Guiding Principles
Customer Journey
Information sources
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?• Where do I want to go?• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a little more for first class.
• How much will my whole trip cost me? What are my trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping?
• Rail Europe is not answering the phone. How else can I get my question answered?
• Do I have everything I need?• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are not more trains. What can we do now?
• Am I on the right train? If not, what next?• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not.
• People are going to love these photos!• Next time, we will explore routes and availability
more carefully.
Ongoing, non-linear
Linear process
Non-linear, but time based
Communicate a clear value proposition.
STAGE: Initial visit
Connect planning, shopping and booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better, more savvy travelers.
STAGES: Global
Proactively help people deal with change.
STAGES: Post-Booking, Traveling
Support people in creating their own solutions.
STAGES: Global
Visualize the trip for planning and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with explicit purposes.
STAGES: Global
Communicate status clearly at all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and booking in Europe too.
STAGE: Traveling
Aggregate shipping with a reasonable timeline.
STAGE: Booking
Help people get the help they need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets for refund
Get stamp for refund
ExperienceMapping!
experiences
touchpointinteractions
procedures
products and systems
experiences
interactions
processes
systems
experiences
touchpointinteractions
procedures
products and systems
experiences
interactions
processes
systems
experiences
touchpointinteractions
procedures
products and systems
experiences
interactions
MAGIC
When you think about experience mapping, think about Indiana Jones.
Tell the story with depth and richness around the human experience.
Borrowed from Chris Risdon
Your organization should feel what it’s like to experience every touchpoint.
Borrowed from Chris Risdon
person
organization
- en
joym
ent +
person
organization
- en
joym
ent +
You need to tell an engaging story.
But make sure you are telling a true story.
Borrowed from Chris Risdon
This guy is not possible...
Borrowed from Chris Risdon
This guy is not possible...
...without this guy first.
Borrowed from Chris Risdon
Borrowed from Chris Risdon
Feeling, thinking, doing.
Borrowed from Chris Risdon
Feeling, thinking, doing.
Motivations
Borrowed from Chris Risdon
Feeling, thinking, doing.
Motivations Framing
Borrowed from Chris Risdon
Feeling, thinking, doing.
Motivations Framing Behaviors
Borrowed from Chris Risdon
NeedsWhat people are trying to satisfy
ActionsWhat people are
doing
EmotionsFeelings and perceptions
PeopleWho is involved
ContextPlace and
environment
Products and Services
Building Blocks
USER RESEARCHThinking (framing)
Feeling (motivations) With whom
Artifacts
Where
Doing (behavior)
Thinking (framing)
Seeing
With whom
When
Hearing
Borrowed from Chris Risdon
USER RESEARCHThinking (framing)
Feeling (motivations) With whom
Artifacts
Where
Doing (behavior)
Thinking (framing)
Seeing
With whom
When
Hearing
We want to understand the context in which this touchpoint occurs—time, place, emotions—so we can design to support the goal.
Borrowed from Chris Risdon
ExploringScience
It’s about the verb, not the noun.
Borrowed from Chris Risdon
It’s about the verb, not the noun.
It’s about the activity, not the artifact.
Borrowed from Chris Risdon
Changethe
Machine
procès (13c.)
http://panathinaeos.files.wordpress.com/2010/10/seventh_seal_14.jpg
procès (13c.) a journey
http://panathinaeos.files.wordpress.com/2010/10/seventh_seal_14.jpg
process (17c.)
http://upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Anatomia_xiv_secolo.jpg/897px-Anatomia_xiv_secolo.jpg
process (17c.) a continuous series of actions meant to accomplish some result
http://upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Anatomia_xiv_secolo.jpg/897px-Anatomia_xiv_secolo.jpg
process (20c.)
source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpg
process (20c.) a sequence of interdependent and linked procedures which, at every stage, consume one or more resources (employee time, energy, machines, money) to convert inputs (data, material, parts, etc.) into outputs. These outputs then serve as inputs for the next stage until a known goal or end result is reached.
source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpg
process (20c.) a sequence of interdependent and linked procedures which, at every stage, consume one or more resources (employee time, energy, machines, money) to convert inputs (data, material, parts, etc.) into outputs. These outputs then serve as inputs for the next stage until a known goal or end result is reached.
source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpg
http://www.morethings.com/fan/bill_murray/stripes/bill_murray-stripes1981-1325.jpghttp://www.soundonsight.org/wp-content/uploads/2011/11/Brazil.jpg
Rational Irrational Engagement
http://24.media.tumblr.com/tumblr_m970z4Gotv1qzcgluo1_1280.jpg
What have we built?
Line of Visibility
Service blueprinting helps designers engage operations to go from vision to reality.
PATIENTACTIONS
PHYSICAL EVIDENCE
ONSTAGECONTACTPERSON
BACKSTAGECONTACTPERSON
Debbie’s Chart Cart
Records/Database
System
Bin System
Check Vitals &
Ask Quest
Place in Kassam
Bin
Meet Dr. Kassam
Kassam Gets Quick
Review
Take Away Chart
Process & Check-out
Records/Database
System
Dictation
Chart Storage System
Door Tag System
See Other Patients
SUPPORT PROCESSES
Sign In
Front Desk
Waiting Room
Front Desk
Front Desk
Hallway Exam Room
MRI & Chart
Exam Room
MRI & Chart
Door Tag Waiting Room
Check-out Room
Waiting Room
Line of Interaction
Line of Visibility
Responds Follow toExam Rm
AnswerQuestions
AskQuestions
ReturnDoor Tag
Check-out, Pay, & Leave
Check-in
Welcome
Get Patient Chart
See Other Patients
Process
See Other Patients
Brings Door Tag
Back
CallPatient
Grab Door Tag
Escort to Exam Rm
Chart in To Be
Seen Bin
Write Rm # on
Schedule
See Other Patients
Grab Chart
from Bin
Chart Taken by
Staff
Check Patient
Location
Check Patient
Location
Schedule System
Service Blueprint of Presby Neuro Clinic
? ? ? ? ?
Line of Internal Interaction
? ? ?
Wait Wait Wait inExam Rm Wait Wait
Work by CMU students: Melissa Cliver, Jamin Hegeman, Kipum Lee, Leanne Libert, Kara Tennant
Customer Actions
Touchpoints
Staff Actions
Back Stage Staff
Support Processes
Time
Line of Visibility
Blueprint Building Blocks
Borrowed from Jamin Hegeman
— Complete unscientific guessing of who’s doing how much
How’s this workgetting done?
System Engineers
Operations Management
Branding & Marketing
Customer Service
“The Organization”
Straight-up Service Designers
*BS
Remember this?
Invite to Play
Service Storming
Commercial
Signage
Cashier
Packaging
Website
Customer
process (21c.)
process (21c.) orchestrated series of interrelated actions that produce sustainable value for all stakeholders in complex ecosystems of people, products, services, and technologies
Humanize processes to co-create value for businesses and the people with whom they interact.
SomeEssential
Skills
SomeHelpful
Tips
Change the Machine
Map the Experience
Line of Visibility
Empathizing Guidingmove in new lifeplan orchestrate movingfind it!search
I’M D
OIN
GI N
EED
I’M F
EELI
NG
Storytelling
Line of Visibility
3 Empathy Challenges Visualize Insights Tell & Re-tell
New/Improved Skills
Tips
Skill: Empathize
Tangible Empathy Workshop
Challenge 1: Read More Fiction
Thee Tip: Visualize InsightsChallenge 2: Practice Active Listening
Challenge 3: Empathic Adventure
Challenge 3: Empathic Adventure
Skill: Guiding
Tip: Visualize Insights
Emotions
Doing
Context
Touchpoints
Journeys
Key Moments
(intentionally blurry)
Skill: Storytelling
http://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpg
Time
Building Blocks
Troop Strength Direction
Temperature Location
NeedsWhat people are trying to satisfy
ActionsWhat people are
doing
EmotionsFeelings and perceptions
PeopleWho is involved
ContextPlace and
environment
Products and Services
Choose a facet to drive your story
EmotionsFeelings and perceptions
EmotionsFeelings and perceptions
EmotionsFeelings and perceptions
EmotionsFeelings and perceptions
EmotionsFeelings and perceptions
move in new lifeplan orchestrate movingfind it!search
I’M D
OIN
GI N
EED
I’M F
EELI
NG
EmotionsFeelings and perceptions
move in new lifeplan orchestrate movingfind it!search
I’M D
OIN
GI N
EED
I’M F
EELI
NG
EmotionsFeelings and perceptions
Tip: Tell & Retell Stories
EducatedGuess
InformedUnderstanding
EvolvedConcept
ServiceStoryboard
JourneyMapping
ServiceStorming
Tip: Tell & Retell Stories
Change the Machine
Map the Experience
Line of Visibility
Facilitation Translation Orchestration
Line of Visibility
Take Improv Let’s Do Coffee Roughcutting
New/Improved Skills
Tips
Skill: Facilitation
Tip: Take Improv
Tip: Take Improv
Yes, and!
Skill: Translation
Tip: Let’s Do Coffee
Skill: Orchestration
source: http://www.cinemaisdope.com/news/films/troublewithharry/twh-1.jpg#AgainstAtomism
Tip: Roughcutting
source: http://vimeo.com/9339739
Change the Machine
Map the Experience
Change the Machine
Map the ExperienceMoreHuman
Patrick T Quattlebaum | @ptquattlebaum
Danke.