More Related Content Similar to brightspot service design workshop (20) brightspot service design workshop1. Designing Customer Experience
(an intro to service design)
General Assembly
Thursday Feb 2, 2012
Elliot Felix, brightspot strategy
©brightspot strategy 2011. All Rights Reserved (except as otherwise noted).
3. about brightspot
Brightspot creates strategies for
work and learning experiences that
enable people and organizations to
thrive – strategies that improve
space, services, and culture.
©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 3
4. objective
Objective: Learn the service design mindset and toolkit so
that you can improve the experience of your customers.
In this workshop you will learn:
• An overview of Service Design mindset and toolkit
• Case studies of Service Design in action
• Instruction on and experience with how to use core
Service Design tools
• Useful references and resources
©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 4
5. agenda
10:00 to 10:30am Session / Service Design Intro
10:30 to 11:00am Visioning
11:00 to 11:30am Personas
11:30 to 11:45am break
11:45 to 12:15pm Journey Mapping
12:15 to 12:45pm Service Blueprinting
12:45 to 1:15pm Prototyping
1:15 to 1:30pm break
1:30 to 2:00pm Q & A and Wrap-up
©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 5
6. some examples
©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 6
12. six shifts
new cultural, economic, technological, and environmental views
are creating five shifts in how people live, learn, work and play.
mobility
mobility self-service integration
customization sharing participation
©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 12
13. design as support
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
©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 13
14. service design
Service design is: “the application of design approaches and
methods to immaterial products in order to create solutions
that are useful, useable, and desirable from the user
perspective and are efficient, effective, and different from the
provider prospective.“
– Prof. Birgit Mager, Köln International School of Design
The 5 principles of service design thinking
1. user-centered
2. co-created
3. sequencing
4. evidencing
5. holistic
- Mark Stickdorn and Jakob Schneider,
authors of This is Service Design Thinking
©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 14
15. service design process and tools
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.
©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 15
16. visioning
©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 16
17. headlines exercise
Imagine your new service is launching tomorrow and is
going to make headlines! What would the “headline”
say? In what medium / publication?
©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 17
18. best-worst exercise
Reflecting on what we’re your best and worst service
experiences to generate a list of important factors
best worst
©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 18
19. keywords exercise
Listing the keywords that might describe the current service
philosophy – and then the future philosophy
sample
keywords
expert
surprising
the
extra
mile
effec.ve
efficient
where
you
need
us
fun
just-‐in-‐.me
easy
to
use
24
/
7/
365
what
you
need,
when
you
need
it
wherever
you
are
proac.ve
on-‐demand
personal
superior
©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 19
20. personas
©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 20
21. personas
Synthesizing what you know about your users into a set of
personas that represent different prototypical users’
motivations, behaviors, and expectations (30mins)
Name:
Think
of
a
name
for
your
persona
Demographics:
Describe
your
character
-‐
age,
afflia.on/
status,
home
loca.on,
etc
Movitva3ons:
What
drives
this
person?
What
are
his/
her
goals?
Behaviors:
How
and
where
does
he/she
spend
their
.me?
With
whom?
Doing
what?
Expecta3ons:
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?
Other:
What
other
factors
describe
this
persons
needs
and
aspira.ons
not
otherwise
captured?
©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 21
22. journey mapping
©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 22
23. journey mapping
Representing of how a persona would use / move through a
space and/or service, describing the “touchpoints” where they
interact and need support (30mins)
Example:
A recent hotel stay
which started via
Groupon
Key concepts:
1. time: pre-service, service, post-service
2. Identifying touchpoints
Customer Journey Map
Pre-Service Service… Post-Service
Activities Touchpoint…
Environment
Interactions
Objects
Users
©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 23
24. journey map example
(5Es Framework by Conifer Research)
©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 24
26. service blueprinting
Documenting how you wish to deliver a service/space, providing
direction on front-line staff actions, behind-the-scenes staff, and
support systems/infrastructure for each service channel (30mins)
Example:
Blueprint from
service design
workshop
Key concepts:
1. Connecting, Front, Back, and Systems
2. Understand delivery across channels
©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 26
28. prototyping
©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 28
29. prototyping
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 (30mins)
Hypothesis:
What
ques.on
are
you
answering?
Users:
Who
is
it
for?
Loca3on:
Where
it
is
happening?
Dura3on:
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?
©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 29
30. wrap-up and Q & A
Conclusions from the day and how you can get started (30mins)
©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 30