Service design: the next-generation of experience

designSteve Kato-Spyrou

UX ManagerJohn Lewis

What the talk is about

Theory of service design

Fitting service design into design thinking, lean and agile process

A practical application of service design

Theory of service design

What is service design

Service design applies human-centred design methods and craft to the definition and orchestration of products, communications, interactions,

operations, culture and structure of an organisation.

– Jamin Hegeman, Head of Design at Capital One

A/B and MVT testing Accessibility expert review Accessibility user testingAffinity diagrammingAnalyticsAnalysis reportingBaseline usability testingBrand requirementsCard sorting Click stream analysis Competitive auditConsumer journey mapContent auditCopywritingDesign Sprint (Google Sprint)Desirability studiesEcosystem mapEmail surveysEthnographic field studyExperience Map

EyetrackingFeatures mapFocus groupGuerilla testingHeuristic analysisInformation architectureIntercept surveysKey pages designsKPIs project goals and requirementsMetricsModerated remote testingMoodboardsParticipatory design workshopPattern library Personas/audience segmentationProcess / approachPrototypes (fast)Prototypes (advanced)QAQuantitative surveys

Recommendations document Service blueprint

Service propositionStoryboards

StrategySummative user testingShaping documentSketchesStoryboardsTest cards (hypothesis) Tree testingTrends and market research True intent studyUsability lab testing (moderated)Use casesUser interviewsUser scenariosUser journeysUser storiesValue proposition design WorkshopsValue card (business canvas)Wireframes (Lo-Fi, concept designs)Wireframes & prototypes (Hi-Fi)

What makes a service designer

.GOV service designer

Communicating information Digital perspective

Evidence and context-based designFacilitating decisions and risks

Leadership and guidancePrototyping

Strategic thinkingUnderstanding constraints

User focus

Spoiler alert:A senior UXer can

already do 90% of this

Service blueprint

End to End

Surface

to

Core

What is the rough process of service design (the detail)

Service design requires:

Understanding of the customer

Looking across an entire customer journey

Identifying all the problems

Create hypotheses based off of those problems

Prioritising those solutions based off of a set of criteria (defined by the company)

Testing the hypothesised solutions

> Customer journey >

hypotheses

Problems

3 6 1 4 2 5 7 9 8

Prioritised hypotheses

Customer insight

Choose service

Fitting service design into design thinking, lean and agile

process

Where service design fits

Johnny Schneider – Understanding, Design Thinking, Lean, and Agile

What design thinking looks like

Johnny Schneider – Understanding, Design Thinking, Lean, and Agile

Jane Austin (UX & design director at MOO) – All the Things You Need When You Want Great Design

A practical application of service design

Gifting

Gifting has never had a propositional owner in its totality

It’s never been thought of strategically

We have lots of areas doing ‘gifting’

Shaping the problem space - 2 day workshop

Vibe of the workshop

Get all the gifting SMEs in the room, leader, manager, doer mix

Looking across an entire customer journey

Identified all the problem statements

Create hypotheses based off of the journeys

Prioritising those problem statements based off of a set of criteria

Outputs

Vision statement

High level customer journey map

3 low level customer journey maps

62 Hypothesis cards

25 problem spaces prioritised

Understand the customer

Set the vision

Look across an entire service - high level

Look across an element of the service - low level

Create hypothesis and combine them into problem statements

62 hypothesisbecame

25 problem statements

Prioritise those problem statements

Key output from workshop

Can’t show you all the problem spaces

I might as well use this space to say we validated these problem statements with

customers

Then politics happened

So I took my problem statements and went to another team

The bosses of that team was in the 2 day gifting workshop

That teams scope ‘Sort out gifting’

Not not much change for me

6 up sketchingBeing gift ready / ‘giftable’

Ideation of gift ready - 6 up sketching

6 up sketching Survey & chatBeing gift ready / ‘giftable’

We went to customers to find out our next move

6 up sketching Survey & chat Price point Being gift ready / ‘giftable’

What price points do the customers want to see

Being gift ready / ‘giftable’ 6 up sketching Survey & chat Price point Decision made

Rolling out to some stores then more

I wanted to go into different stores with different price points to ‘test in live’. The product owner said no

chance.

X

Any questions?

When I look at my designers i think, you guys have got jobs for life

– Chief customer officer at a publisher