eng workshop-pres-v01
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Service ExperiencesEXPLORED THROUGH PRODUCT TOUCHPOINTS
Who am I?
Al len J CochranService & Interaction Designer
PREVIOUS
Junior Design Researcher
SonicRim
Contracter
Frame360
BFA
University of Cincinnati, College of DAAP
CURRENT
MFA Candidate
OSU Department of Design
President
Graduate Student Body
User Experience Designer
OSU Office of Tech Comercialization & Knowledge Transfer
Agenda1. Some boring but essential definitions...
2. Designing for successful service systems
3. Today’s activity!
4. Critique
5. Q&A
What are products?
5
© Copyright, Allen J Cochran, 2012, All Rights Reserved
What are products?
Intangible Tangible Abstract
Sweet website dude!
What are services?
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© Copyright, Allen J Cochran, 2012, All Rights Reserved
What are services?
Intangible Tangible Abstract
Sweet website dude!
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© Copyright, Allen J Cochran, 2012, All Rights Reserved
The Service Triangle
Service Medium
Customers / UsersServ
ice Provider
1
232. Design
Intervention of Delegates, Stakeholders & Constituents on Service Medium. This is a form of ownership of the Delegates, Stakeholders & Constituents on the Service Medium
1. Relationship formed from Brand Experience
Service Relations and Interactions
3. Meta Design
Intervention of CGS on the Service Medium
Experience Cycle
Service Provider
This provider could be public or private, an individual or an organization.
Customers/Users
These users could be an individual, household, producer, private body, public body, collective unit, a nation, etc...
The Reality to be transformed or operated on by the Provider and for the sake of the Users
Goods, materials, coded information, or individuals or organizations for certain dimensions.
What are experiences?
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© Copyright, Allen J Cochran, 2012, All Rights Reserved
1. Connect & Attract
The initial connection with a person to make an effective and affective impression
2. Orient
The overview or preview of what’s available or possible, allowing exploration and supporting the early stages of learning
3. Interact
The completion of valuable or valued activities while delighting the senses and establishing expectations about the overall content of the encounters
4. Extend & Retain
The person comes back for more as their expectations are raised -- at the same time a significant level of loyalty and leverageable relationships are achieved
5. Advocate
The person actively commu-nicates his/her satisfaction to others.
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2
4
5 1
2
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5
3
Compelling
Orienting
EmbeddingGenerating
Reverberating
Connect & AttractO
rient
Interact
Exte
nd &
Ret
ain
AdvocateExperience Cycle
Adapted from Shelley Evansen & Hugh Dubberly
How do they come together?PRODUCTS + SERVICES + EXPERIENCES = ?
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© Copyright, Allen J Cochran, 2012, All Rights Reserved
2. Middle
1. Center
3. Petals
Value Proposition What is your core competancy?
Product What are you selling?
Touchpoints Where do consumers experience your product?
2
1
3
Adapted Sunflower Exercise
4. Stem
Drivers What are your motivations behind the product?
4
Adapted from Rob Ryan’s Sunflower Exercise
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© Copyright, Allen J Cochran, 2012, All Rights Reserved
Customer Journey Exercise
PRE-SERVICE SERVICE POST-SERVICE
How do consumers hear about
your product?
How do consumers interact with
your product?
How do consumers continue to use
your product?
What are consumers’ expectations of
your product?
What is the satisfaction your
consumers’ have?
What are the experiences consumers
have with your product?
HINT
Explain your value proposition
HINT
Expose your touchpoints to consumers
HINT
Tell them about core competencies
Sooooooooo, what’s the act iv i ty?
We’re going to create our own companies.
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© Copyright, Allen J Cochran, 2012, All Rights Reserved
The Tools
Sunflower Customer Journies Rapid Prototyping
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© Copyright, Allen J Cochran, 2012, All Rights Reserved
The Problem
Students are leaving campus less well than they arrived on campus.
How can we create products that encourage wel lness among students?
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