sdn saskatchewan kick off event

Welcome to our kick-off event

@SDNSaskSDNSask.com

Today

Service design

overview

The design sprint

Mapping the customer journey

Email

Online Banking

Web Content

Farm Mgmt Software

Call Centre

SEO

Mobile

Website

Relationship Staff

Social Media

FCC Online Experience

Service Design

A shift to a services economy

http://faculty.washington.edu/karyiu/confer/seoul06/papers/kim_hj.pdf

“We don’t think of the Kindle Fire as a tablet. We think of it as a service.”

Jeff Bezos, CEO of Amazon

80% of companies believe they deliver an outstanding or a superior customer experience.

8% of their customers agree.

http://bain.com/bainweb/pdfs/cms/hotTopics/closingdeliverygap.pdf

How’s that working for you?

$40 BillionEstimated dollars spent in the US advertising services

$2 BillionEstimated dollars spent in the US designing those services

http://www.adaptivepath.com/ideas/serious-service-sag/

I wonder why?

You’re doing it wrong

Design is too legit to quit

What is Service Design?

Service Design is a method to deliver the best possible experience from the perspective of your user.

Customer Service Provider

UsefulUsable

Desirable

EffectiveEfficient

Distinctive

ExperienceDesign

ServiceDesign

InteractionDesign

A great experience between a person and a product

A great experience across all touch points.

A great experience across all touch points, while understanding and designing the ability to deliver for the long term.

Service designers come from all backgrounds

Marketing

UX Product Owners

Strategy

IT

Research Design

CX

InnovationOperations

Sales

SD

Front stage / back stage

Line of sight

(Front stage)

(Back stage)

User experiences

Internal elements of service delivery

Multiple touchpointsPhysical Evidence Physical Evidence

Front stage employee actions

Back stage employee actions

Support processes and IT

LogisticsBack stage employee actions

Image by Jesse Grimes – The challenges and opportunities of service design, 2013

Align the service with the journey

Design across channels

Design with people and for people

Utilize visual storytelling

Discovery Design Define

Use the information you already have

Service Blueprints

Service Blueprints

• Documents what is required to make an experience a reality• Looks at the direct touchpoints / channels only• Considers the perspective of the user and the provider• Identifies pain points / opportunities for both the service user

and the service provider

Service Blueprints

A tool for easy or complex environments

Collaboration is key

Design Research

More focus on needs and less

focus on features

Design Research

Design research informs us by…

• Building empathy• Challenging biases• Understanding context• Discovering experiential and functional needs• Insight into behaviours• Uncovering new opportunities

Design Research

Sparks Creativity

Interviews

Focus Groups

Prototype Testing

Card SortingService Intercepts

Diaries

Service Safaris / Observation /

Shadowing

Heuristic Evaluation

Design research tools

Design research should look and listen for...

• What triggered the use of the service?• What were her expectations?• What actions did she take?• How did she feel at different points in time?• What what was she thinking at specific moments?• What touchpoints did she interact with?• What people were involved?• What were the physical locations did actions take place?• What was her lasting impression?

Personas

Journey Mapping

TesaniDesign.com@tesanidesign@morganwadsworth

Morgan WadsworthService DesignerBusiness Experience Management

Co-OwnerTesani Design

Customer Journey maps

OR

Why are journey maps relevant?

Understand your customers


It works for all audiences


It fosters empathy for your customer


Moments of truth

discovery

The structure of a journey map

purchase use supportstages

actions

othersinvolved

emotions

pain points

time 3 days 2 hours 17 days 1.5 hours

opportunities

Prior to running the workshop

● Identify 4 - 8 customers or frontline staff for the workshop

● Review any qualitative research prior to the workshop● Define one particular service experience to focus on● Book and prepare the workshop space (wall space,

good lighting, round tables, snacks and beverages)● Gather Materials (plotter paper, sketch paper, a boat

load of sticky notes, sharpies, dot stickers and tape)● Prepare the structure of the journey (plotter paper,

stages, and swimlanes)

Running the workshop

● Review the detailed scenario● Introduce the structure and intent of the journey map● Start outside of your scenario…● Have your participants write down their actions in a

sequential manner● Have someone assisting you● Probe for the emotions (feeling, thinking)● Include what you’ve learned in your research

Fidelity

Lots of stickies...so now what?

It’s worth designing a great map

Why not process maps?

• An effective communications tool to gain alignment, empathy and clarity

• Deep understanding of your service experience• Knowledge of channel / touchpoint preference and

effectiveness• Insight into moments of truth, pain points and

opportunities

Journey map outcomes

Design Sprints

@SDNSaskSDNSask.com

HELLO!

I am Trent HausI’m UX designer and I love to build prototypesYou can find me on twitter at @trenthaus

www.trenthaus.com

What’s a Design Sprint?

Who developed it?

Brands

Why run a design sprint?

▸ Quick and inexpensive▸ Encourages innovation▸ Encourages teamwork▸ See the finished product and customer

reactions before making expensive commitments

▸ Shortcut the process

What are the steps?

Who’s on the team?

▸ Stakeholder ▸ Team members▸ Facilitator

5 day schedule

No device rule

Meeting space

▸ Whiteboards▸ Large open

walls▸ Natural light

Supplies

▸ Sticky notes ▸ Sharpie markers▸ Butcher paper▸ Giant easel pads▸ Scissors▸ Tape▸ Dot stickers▸ Timer▸ Caffeine and snacks

MONDAY

Set a long term goal

Brainstorming

▸ Each participant writes notes and observations on stickies to be shared later

Find themes

▸ Work as a team to find themes and group them together

Prioritize

▸ Dot voting exercise

▸ Apply the top notes to the map

Make a decision

Extras

Challenge statement

Lightning demos

Capture ideas

Capture ideas

TUESDAY

Sketch

Sketch alone

▸ Research▸ Find inspiration▸ Problem solve

independently

Afternoon schedule

Sketching

WEDNESDAY

Discuss and critique sketches

Refine and Iterate

Dot voting

▸ Allot 3 sticky dots to each participant

▸ Place them on the ideas they feel most positively about

▸ Tally the votes

THURSDAY

Prototyping

Prototyping is practice for people who design and make things. When you prototype, you allow your design, product, or service to practice being itself. And as its maker, you learn more about your designs in this way than you ever could in any other way.

Dave Gray, Xplane

Let’s prototype

▸ Give the team the day off

▸ UX designers get to work

note: No UX Designer? Keynote or PowerPoint are also options

Prototyping mindset

▸ Low fidelity ▸ The prototype must appear real▸ Use realistic content if you can▸ Set expectations ▸ If you can't make it, fake it ▸ Iterate▸ You can prototype anything

FRIDAY

Validate and user test

▸ Conduct a user study▸ Take detailed notes▸ Be prepared to refine

and iterate based on user feedback

END OFSPRINT

CLOSINGTHOUGHTS

THANKYOU

@SDNSaskSDNSask.com

Discovery Design Define

• We spend a significant time with ‘storytelling’ to our customers (marketing).

• We need to take that approach and apply storytelling to gaining business support and alignment.

• Your organization should FEEL what it's like to experience every touchpoint or what it could be like.

Clearly define the future vision

Future State Journey/Experience Map

Future State Service Blueprint

Storyboards

http://servicedesigntools.org/sites/default/files/res_images/STORYBOARD_03_0.jpg

Prototypes

Personas

Prioritization

Channel roadmap

A few thoughts on delivering great experiences

• An excellent experience is 90% nailing the basics and 10% magic moments.

• Fixing irritations for customers is not sexy but addressing them add up to a very big impact over time.

• Improvements that are small can be key to delivering a great experience (forms, instructions).

• Don’t forget to consider the journey before and after your customer uses your service.

Tips / thoughts for adopting service design

• Transitioning to an ‘outside-in’ organization will be tough.• It’s critical to have senior leadership on board. If you don’t,

control what you can control.• Start with a small project to demonstrate its value while

developing your skills and approach.• Develop experience principles. Make them memorable and

gain alignment throughout.• Ignore silos and be relentlessly collaborative.• Involve key stakeholders in the research phase.

Tips / thoughts for adopting service design

• Make improvements part of BAU. Don’t wait for special projects.

• Educate within about service design to create ambassadors and speak a common language.

• Establish reliable sources for customer insights.• Take the time to map out key customer journeys and share

what you’ve learned.• Focus on the easier solutions first.

So what’s the plan for SDN Sask?

• Dig deeper into specific tactics / tools• Share case studies• Share information on the web• Take on a project or work

service-design-network.org

servicedesigntools.org