wielding the hard and soft science of service design

American Association of State Highway and Transportation Officials, 1925

BY COUNTY

People

Agriculture

Mining

Predictable value

Predictable value Citizen adoption

Citizen adoptionPredictable value

Citizen needGovernance Construction systems

Economic Policy Citizen adoptionPredictable value

Wielding the Hard and Soft Science of Service Design@brandonschauer

Wielding the Hard and Soft Science of Service Design



Front and back of house

END

END

End-to-end

Participatory

First service design challenges

Formally working in service design

Acquired by Capital One, doubled down on Service Design

Forming Service Design as a community of practice across Capital One

2007 2011 2014 2017

Inaugural SX Conference

2013

Rail Europe Experience Map

Rail Europe Experience Map, 2011

Exploratorium Visitor Experience Map, 2013

Experience Mapping Guide, 2013

Service Experience Conference, 2013 - present

Service Blueprinting Guide, 2016

Glide Goods, 2016

Flow matters, if you see it.Flow has economics.Flow changes the landscape.No one person changes flow.Scale brings complexity.

Flow matters, if you see it

Goods Trade Deficit

$750.1 BLN

— United States Census Bureau

Services are a huge part of the U.S. economy

Services Trade Surplus

$247.8 BLN

Business Process Re-engineeringBEFORE

Business Process Re-engineeringAFTER

Exploratorium Visitor Experience Map

Boundary objects

+

–

Flow matters, if you see it. Seeing isn’t doing.

+

–

Flow matters, if you see it. Seeing isn’t doing.

Flow has economics

Scenario: Broken Refrigerator

Flow

DISCERN NEED

SHOP OPTIONS

MAKE BEST PURCHASE

MANAGE DELIVERY

INSTALL AND USE

Flow is conversion

DISCERN NEED

SHOP OPTIONS

MAKE BEST PURCHASE

MANAGE DELIVERY

INSTALL AND USE

100 72 58 52 2680

Flow is conversion: Overall rise of ↑50%

DISCERN NEED

SHOP OPTIONS

MAKE BEST PURCHASE

MANAGE DELIVERY

INSTALL AND USE

100 72 58 52 39

↑25%

FIX IT HERE

80

FIX IT UPSTREAM


DISCERN NEED

SHOP OPTIONS

MAKE BEST PURCHASE

MANAGE DELIVERY

INSTALL AND USE

100 80 72 65 58 44

↑25%↑10%

AND FIX IT HERE


DISCERN NEED

SHOP OPTIONS

MAKE BEST PURCHASE

MANAGE DELIVERY

INSTALL AND USE

110 88 79 63 57 29

↑10%MORE MARKETING!

How do we see the opportunities?

Journey PlaybookEleven patterns for how to change your current customer experience for the better »

Erasing Troughs Early Solutions Strong Starts

Smoother Handoffs Skips and JumpsStrong Ends

x

y

n

b

Totally Reimagining Reordering Intelligent ExperiencesMagnifying Peaks

Earlier starts, later ends

bit.ly/journeyplaybook

ERASING TROUGHSTurning a low moment in the experience into either a smooth moment, or, a new peak in the experience.

Increases NPSIncrease conversion

SKIPS AND JUMPSCompletely remove steps are stages of the journey that you can do on the customer's behalf.

Increase in NPSIncrease in conversionGreater

Greater

Increase in NPSIncrease in conversionGreater

Greater

Flow has economics. Do what’s valued.

Flow has economics. Do what’s valued.

Flow changes the landscape.

How likely are you to recommend this service to a friend?

Very LikelyNot Very Likely

What do people remember?

The Peak

(Or the Trough)

And the End

The Peak End Rule

Remove troughs

4 units of effort

Don’t seek evenly good

18 units of effort

Embellish your Peaks

4 units of effort

Maximize your Ends

4 + 3 units of effort

The Peak End Rule

Flow changes the landscape. Design to affect.

Flow changes the landscape. Design to affect.

No one person changes flow.

LINE OF VISIBILITY

Conversation between customer and server, drink menu, dinner menu

Wayfinding, exterior branding

Conversation between customer and server

Wayfinding, queue signage

Customer greeting Reservation conversation

Verbal and non-verbal directions

Conversation between customer and server, drink menu, dinner menu

Drink menu, dinner menu

Server answers any questions regarding the menu and takes customer’s order

Host greets customer

Host confirms reservations, checks if table is ready

Busser clears dirty table

Back Waiter tells Host that table is ready

Back Waiter resets table

Host informs Server that their table has arrived

Server enters order into system

Server picks up drinks from bar

Bartender makes drink order, Chef makes appetizer and places order in kitchen queue

Server triggers kitchen to start main course, Chef starts cooking main course

Host shows customer to table

Server greets customers and tells them about the daily specials

Server delivers drinks

Reservation system

Nightly special board in kitchen

Order system Order system

Customer asks question and places their order

WaitsCustomer enters Restaurant

Customer receives drink order

Customer waits for host to be free

Customer enjoys drinks and appetizers

Customer is greeted by host

Customer confirms reservation

Customer walks to table

Customer is greeted and hears about daily specials

Customer reviews menu

CU

ST

OM

ER

AC

TIO

NS

TO

UC

HP

OIN

TS

FRO

NT

STA

GE

STA

FFB

AC

KS

TAG

E S

TAFF

SU

PP

OR

T P

RO

CE

SS

ES

ARRIVING ORDERING RECEIVING DRINKS

CUSTOMER ACTIONSTOUCHPOINTSFRONT STAGE STAFFSUPPORT PROCESSES Order mealBACK STAGE STAFF

Line of visibility

MenuWaiterCookSupply chain

CUSTOMER ACTIONS

TOUCHPOINTS

FRONT STAGE STAFF

SUPPORT PROCESSES

Order meal

BACK STAGE STAFF

Line of visibility

Menu

Waiter

Cook

Supply chain

CUSTOMER ACTIONS

TOUCHPOINTS

FRONT STAGE STAFF

SUPPORT PROCESSES

Order meal

BACK STAGE STAFF

Line of visibility

Menu

WaiterCook

Supply chain

Cook + Waiter

Marketing HR Training Insurance Reservations

THIS CHANGE MUST INVOLVE

MONTH DD, YYYYCAPITAL ONE ADAPTIVE PATH + [PARTNER GROUP] CONFIDENTIAL 81

INTRODUCTION

Social networks

No one person changes flow. Effect the org.

No one person changes flow. Effect the org.

Scale brings complexity.

value proposition

value proposition

value proposition

value proposition

value proposition

value proposition

core value proposition

QUALITY

TIME

bit.ly/baselinejourney

Baseline Journeys

6 journeys

bit.ly/baselinejourney

1 Baseline Journey, 6 variations

Scale brings complexity. Design systems

Scale brings complexity. Design systems.

Flow matters, if you see it. Seeing isn’t doing.Flow has economics. Do what’s valued.Flow changes the landscape. Design to affect.No one person changes flow. Effect the org.Scale brings complexity. Design systems.

From To

Wielding the Hard and Soft Science of Service DesignBOOKS REFERENCED

The Big Roads: The Untold Story of the Engineers, Visionaries, and Trailblazers Who Created the American Superhighways, Earl Swift

Divided Highways: Building the Interstate Highways, Transforming American Life, Tom Lewis

PHOTOS SOURCED FROM

slide 2, doe-oakridge

slide 81, Gabludlow

slide 61, 12fh

slide 48, osseous

https://www.amazon.com/Big-Roads-Visionaries-Trailblazers-Superhighways/dp/0547907249/ref=pd_sbs_14_img_0?_encoding=UTF8&psc=1&refRID=GQJ6E4H82ZF13TZ3H8WG



https://www.amazon.com/Divided-Highways-Building-Interstate-Transforming/dp/0801478227/ref=pd_sbs_14_t_2?_encoding=UTF8&psc=1&refRID=GQJ6E4H82ZF13TZ3H8WG

https://www.amazon.com/Divided-Highways-Building-Interstate-Transforming/dp/0801478227/ref=pd_sbs_14_t_2?_encoding=UTF8&psc=1&refRID=GQJ6E4H82ZF13TZ3H8WG

https://www.flickr.com/photos/doe-oakridge/9466076624/in/photolist-cNf8jE-cqgfrQ-dwYBbv-pQmTJr-e6NT4s-orAzhe-dNRXdd-dNLmc6-fKaMeK-hm8Emd-fCMZnT-fDdeRb-drThkg-dZTors-fCRg1t-9MvL7C-qMfBRs-pycuiX-fKaN9V-fKsp5o-fqu7ME-9bobqs-hH8VDm-hhPUbw-jgbQPW-KAtrcf-muHJtm-fKsoy7-rJiRTm-oms1pA-AK5GjY-NpWgnS-Pd5348-N9dAUu/

https://www.flickr.com/photos/31158400@N06/8465066991/

http://www.apple.com

https://www.flickr.com/photos/10787737@N02/30385457584/