learning space service design 2 mb, pdf uploaded on 06/21/2012

©brightspot strategy 2012. All Rights Reserved. ELI 2012 Learning Space Service Design 1

Learning Space Service Design EDUCAUSE Learning Initiative 2012 Annual Meeting

Some Rights Reserved.

©brightspot strategy 2012 ELI 2012 Learning Space Service Design 2 2

intro

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The purpose of this talk is to make the case for designing services within learning spaces and provide the tools for designing these services.

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make the case provide tools

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©brightspot strategy 2012 ELI 2012 Learning Space Service Design 3

an example…



an example…

Genius Bar Classes

Side-‐by-‐side Support Summoning Support

Roving Staff Hands-‐on Use

Mobile Checkout

Be a public space “like a library” and support the “Ownership Experience” not the “Buying Experience”



learning space services

writing clinics

presentation clinics

software tutorials

hardware tutorials

device lending

writing consultation

subject meet-ups

readings

lectures and seminars

research consultation

workshops

presentation coaching

events

contests

info literacy

tech support

IIT Student Center / OMA

student services

©brightspot strategy 2012 ELI 2012 Learning Space Service Design

design as support

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To respond to shifts in mobility, collaboration, personalization, participation, & sharing, the role of design moves from delivering something people use to continuously supporting use.

design as delivery design as support


a new mindset

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The shift to design as support requires a new mindset for the planning, operation, and evaluation of learning space.

design as delivery

Conventional Thinking Service Design Thinking

Design the container and its contents Design the activities and interactions

Design once, completed when occupied Design is an ongoing, iterative process

Operational and Capital budgets separate Operational and Capital budgets linked

Use standards of what worked in the past Invent new models, working with users

Focus on consistency, one-size-fits-all Focus on personalization, responsiveness

Design from institutional perspective Design from user perspective

People will ask for whatever help they need Proactive service uncovers needs


service design process and tools

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Service design is a way of thinking and a process for designing the service interactions between people, information, technology, furniture, and spaces so that they are usable, useful, desirable, and effective.


service visioning

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Establishing the values, philosophy, and goals to provide direction and guide decision-making through the process

Headlines Exercise Personal Experiences Keywords

Expert Surprising The extra mile Where you need us Fun Easy to use Efficient Effective On-demand Superior Personal Proactive Just-in-time


service visioning example

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ServicePlotTM is a tool for organizations to uncover their service philosophy and envision their future philosophy.

Drivers: 1. What you take

responsibility for 2. How you deliver services

Questions / Dimensions: •  Service Emphasis •  Organizational Structure •  Key Staff Skills •  Offering •  Attitude •  Success Criteria

Beta-test ServicePlotTM as part of the Learning Space Toolkit at: http://bit.ly/LSTK_serviceplot


personas

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Synthesizing what you know about your users into a set of personas that represent different prototypical users’ motivations, behaviors, and expectations

Name: Name & Keyword (end in “–er”)

Demographics: Describe your character - age, affiliation/status, home location,

Movitvations: What drives this person? What are his/her goals?

Behaviors: How and where does he/she spend their time? With whom? Doing what?

Expectations: What does he/she expect from you in your spaces/services?

Resources: What are the resources that he/she relies on to get things done? Which are his/her own vs. those you provide?


personas example

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About me: •  5 years old •  Married, empty-nester •  Hobbies include camping

and fishing •  Wolfpack Club member •  NCSU Alumni Club •  PhD, Mechanical Engineering •  Tenured, w/ 26 years NCSU My needs: •  Attend library events •  Turnkey videoconferencing •  Place to meet informally •  Impress visitors •  Bookable event space •  Food and drink •  Space to meet people

outside my department

What’s your work life like: I have been focused on aerospace engineering, doing a lot of work for the space program. Since assuming department head role 7 years ago my duties have shifted to be more administrative, including serving on a lot of committees and working with colleagues in the department. I’ve also got a few grad students… How do you use technology? As an engineer, I’m immersed in it all the time

How do you use the library? I rarely use the library because I can access all the materials online. But I enjoy having someplace to walk for coffee and just meet informally with people. I also like taking visitors there to showcase everything we are doing.

Larry Leadwell Professor and Associate Head, Mechanical and Aerospace Engineering

“Wait till you see this”

*Persona developed by NCSU libraries, condensed by brightspot


journey mapping

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Illustrating how a persona would use / move through a space and/or service, describing the “touchpoints” where they interact and need support. Done for a variety of personas and times.

Example: A recent hotel stay which started via Groupon Key concepts:

•  Time: pre-service, service, post-service

•  Identifying touchpoints

Entice Enter Engage Exit Extend

Customer Journey Map


journey map example

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Customer Journey Map for Service Design Workshop


service blueprinting

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Documenting how you wish to provide a service/space, giving direction on front-line staff actions, behind-the-scenes staff, and support systems/infrastructure for each service channel

Example: Blueprint from service design workshop

Key concepts: •  Connecting, Front, Back, and

Systems •  Understanding & coordinating

delivery across channels

Delivery Channel 1

Delivery Channel 2 Etc…

Physical Evidence

Service delivery guidance…

Customer Actions

Front-line Staff

Behind the Scenes Staff

Infrastructre and Systems

Service Blueprint


service blueprint example

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Service Blueprint for Service Design Workshop


prototyping

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Setting up pilots or experiments to test and refine blueprint concepts, answer questions, gather feedback, and ready your users for potential new spaces and services

Hypothesis: What quesBon are you answering?

Users: Who is it for?

Loca1on: Where it is happening?

Dura1on: For how long?

Tasks: How are you going to do it?

Staffing: Who is doing it in terms of staff?

Assessment How are you going to evaluate it?


prototyping example

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Prototyping can be done through mock-ups, roleplay, and short pilot programs to inform the design of the space and staffing.

prototyping a new kind of library service point


some exemplary learning spaces

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Several learning spaces have developed innovative services to enhance the experience of their users. UPenn Weigle Information Commons

University of Warwick Learning Grid

General Assembly NYC Campus

A variety of technology-rich informal learning spaces, organized workshops and community events, and serving as a hub partners to provide services

Student-supported, flexible informal learning space that supports students by facilitating independent learning in new ways

Campus to technology, design, & entrepreneurship with a tiered membership model for workspace access and programming of events and classes


benefits

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There are a variety of benefits of designing services within space and integrating them with the space, furniture, and technology.

•  Integration of design, operations, and assessment

•  Improved efficiency and effectiveness of services

•  Sustainability of services •  Increased utilization •  Customization and responsiveness

to different learning styles •  Increased engagement and

participation •  Bridge between space and impact

measures


how to get started

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How you can get started, including steps you can take to begin evaluating, designing, and providing services.

Analysis Design Implementation

Create working group Develop Service Vision Create metrics

Inventory current Gap Analysis Implement Pilots

Create types / classes Select pilot sites Assess Pilots

Get feedback from users Identify champions Forge Partnerships

Benchmarking Create Personas Instruct others

Prioritize Services Develop Journey Maps Evaluate scaling potential

Analysis Service Systems Develop Service Blueprints Reassess and Refine


As you move ahead, you may find the following references helpful to consult:

references

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•  This is Service Design Thinking (Stickdorn and Schneider) http://issuu.com/bis_publishers/docs/this_is_service_design

•  Compendium of Tools and Resources from PhD project: www.servicedesigntools.org

•  “How to Design a Service.” Lyn Shostack (1982) European Journal of Marketing 16(1): 49–63

•  “7 Things You Should Know About Service Design: http://bit.ly/SD_7things

•  “Learning Space Service Design.” Elliot Felix (2011). Journal of Learning Spaces: http://bit.ly/LearningSpace_SD

•  Service Design Network: http://www.service-design-network.org/

•  “Experience, Experience, Experience” Essay (Reason) (pdf): http://bit.ly/xNQwyL

•  “Everything is a Service” post (Dave Gray): http://bit.ly/DG_everythingisservice


thank you!

PRESENTATION LINK: http://slidesha.re/ELI2012_LSSD (case sensitive)

Elliot Felix @elliotfelix [email protected] www.brightspotstrategy.com @brightspotter

learning space service design 2 mb, pdf uploaded on 06/21/2012

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