Service frameworks and toolkits: Making design artefacts actionable

Service frameworks and toolkits: Making design artefacts actionable

Sarah Stokes @_sarah_lucy

Karina Smith @kreategirl@meldstudios


What we’ll cover today:

Why: The external and internal influences that surface the need What: The elements and purpose of the artefacts How: The process and people that make it happen Use: How the artefacts are being used in the organisation Key takeaways: Checklist, principles and learning


Title Text

Why: Frameworks and toolkits


The problem space: external influence

BRANCH

Technology & industrydisruption

Changes in need &

behaviourIncreased customer

expectation


Overarching business vision

Service strategy & execution

Overarching customer needs & expectations

Customer segment needs expectations

Banker needs & expectations

Customer tasks

The problem space: internal influence

Original intent:

To transform service experiences and measure success.

Outcome:

To bring people together to create a shared understanding of the customer needs and expectations in context of the organisation.


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What: Frameworks and toolkits


What the framework and toolkits do:

Understand what is known • Synthesis of

existing research. • Shared view of

customer needs and expectations.

Identify opportunities

•Opportunities for service reform emerge from seeing the key moments, gaps, pain points in the customer’s current journey.

Develop & test ideas • From the

opportunities ideas are generated, and tested against the articulated understanding of the customer need.

• Refined ideas are then taken out to customers and refined.

Communicate ideas • A language and

framework from which to communicate your ideas and their benefit to the customer and the organisation.


Elements: service frameworks and toolkits

Framework

1 Customer lifecycle, needs and goals

2 Key customer types

3 Principles & guidelines

4 Examples of guidelines brought to life

5 Humanising variables

6 The customer experience within a system

Toolkit

7 Simplified design tools


1: The customer lifecycle, needs, goals

Sub-phasePhase description

PHASE

Future customer experience. What will the customer say?

What we know. The current custome experience

ADDITIONAL OUTCOMES FOR KEY CUSTOMER TYPES

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“ Quote from the customer.”

Guidelines Future experienceChallenging assumptions• Donec vitae lobortis lectus, quis mattis nulla.

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• Fusce ex ligula, volutpat posuere ligula eu, hendrerit condimentum nisi. Aliquam erat volutpat. Principle

Customer type

• There are options available for me as an emerging business

• Westpac were there right from the start to help me grow my understanding of how to best manage my business finances

• I feel assured that I’m doing the right thing

Customer type

• I have options to help me be more efficient that are just an extension of my current service

Supporting research 6, 9, 21, 26, 32, 48

What’s important for customers at this stage


What is the scope of the customer cohort?

What are the universal needs of all customers in this phase?

Do particular customer types have distinctive needs?

2: Key customer types


In this context the principles are general truisms based on customer feedback.

The guidelines are more specific and can be used to measure against.

3: Principles & guidelines

Principle Guidelines


The expression of the service will depend on the what the customer is trying to achieve at any given time, their perceptions and previous experience.

4: Contextual lenses

Emotions Complexity Frequency Time & location Channel


5: The customer experience within a system

external

interactions How and where the organisation and the customer meet

experiences What the customer takes away from the interaction(s)

touchpointsKey moments in the interactionbetween organisation and customer

internal

systemsTechnology and infrastructure that a company relies upon to operate

channelsMedium with which the organisation communicates with their customers

processWays of working. The policies thatguide how the business is run

Service design diagram by Meld Studios is licensed under a Creative Commons Attribution-NoDerivs 3.0 Unported License © 2012 Meld Studios - http://www.meldstudios.com.au

http://www.meldstudios.com.au


Current state • Understand the context

• Map the service journey

• Identify existing programs of work

Future state • Use the guidelines to transform the

service

• Prioritisation

• Identify organisational enablers

7: Simplified design tools


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How: Frameworks and toolkits


The process: who’s involved

Sponsor(s) & stakeholders • Identify influencers, disrupters, champions, derailers

• Stakeholders have individual agendas - stay true to the project intent.

• Managing stakeholders through design process - need to build trust in each other the process, and that you will get there.

Practitioner lead - translator - broker • Actively listen to understand and uncover needs

• Don't say no to suggestions - say yes and... build trust and collaboration

• We don’t all think the same - cross functional, diverse audience

Practitioner team & customers • Designers - be the voice of the customer and the staff

• Customers

• You are aligned in what you are trying to achieve at each step of the way (provocateur)


The process: what’s important

1. Setting up • Identify influencers, disrupters, champions, derailers

• Framing question (brief) - focus on business need, not expected outcome

• Governance - who's the one person to guide

• Operating rhythm - set up a regular catch up and frequent check ins

2. Creation •Work with the teams who will use the frameworks and

toolkits to understand what they need. Test the toolkit concept with users through design jams and real life examples

•Test your thinking with customers

•Externalise the thinking - the best chance of success comes with sharing often and early. Stakeholders are busy, need a place for ad-hoc drop-ins. We don’t like surprises! We want people to be yawning by the final presentation.


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Use: Frameworks and toolkits


Strategic direction

• Service focus • The basis for future service

designs • Aligns minds around focus

areas in light of the entire service

A solid start

•A ready understanding of customer needs in context

•Reusable elements to create deliverables

Measurement

• Guidelines and principles become a checklist

Use: in the wild


Use: content creation

Before After


Use: future state envisioning


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Key takeaways: Frameworks and toolkits


Checklist: for creating frameworks and toolkitsChecklist: for creating frameworks and toolkits

1. Have a clear guiding statement

2. Focus on the need or problem, not the solution or outputs

3. Identify influencers, disrupters, champions, derailers

4. Don't say no, say yes and...

5. Establish an operating rhythm

6. If something doesn't feel right call it out

7. Make the process visible - commandeer a wall

8. Stay true to the customer voice

9. Human needs change less frequently - aim for timeless artefacts

10. Have a plan for the artefact post delivery (communication / champion / distribution / evolution)

11.Simplicity

Thank you Sarah Stokes Customer Experience Principal, Digital [email protected]

Karina Smith Principal, Meld Studios [email protected]