Next Library Service Safaris

Patrick Quattlebaum
@ptquattlebaum
Iran Narges
@inarges
@adaptivepath
#xmapping
23 JUNE 2014
!
Mapping Experiences:
Service Safaris

DATEADAPTIVE PATH PROJECT TITLE
INTRODUCTION

PATRICK QUATTLEBAUM
MANAGING DIRECTOR
ADAPTIVE PATH
NEXT LIBRARY 2014 | MAPPING EXPERIENCES: SERVICE SAFARIS
MELANIE HUGGINS
EXECUTIVE DIRECTOR
RICHLAND LIBRARY

We’re partnering to
create more useful,
usable, and enjoyable
service experiences
for library customers
and staff.
MARGARET SULLIVAN
FOUNDER
MARGARET SULLIVAN STUDIO

WE’RE RE-DESIGNING OUR PHYSICAL ENVIRONMENTS…
ADAPTIVE PATH ON SERVICE DESIGN 6

OUR BROADER ECOSYSTEM OF CUSTOMER TOUCHPOINTS…

AND OUR SERVICE MODEL… WHICH IS CHALLENGING AND FUN!

9
Service Design
Service design applies design methods and  
craft to the definition and orchestration of  
service experiences.
Examines the operations, culture, and structure of
an organization for impact on service experience.
INTRODUCTION

Service design can be
an activity that an
organization embraces,
that everyone can be
involved in.

Directed Storytelling

Experience Mapping

Service Concepts

Service Storming

Service Visions

Service Blueprints

Our objectives today
→ Introduce you to a few key service design concepts
→ Show you how to use Service Safaris to inspire your team
to create more innovative, customer-centered experiences
→ Give you a chance to try Service Storming, a method for
quickly creating service experience concepts
INTRODUCTION

FROM TOUCHPOINTS
TO JOURNEYS

ADAPTIVE PATH ON SERVICE DESIGN
FOCUSING ON END-TO-END EXPERIENCES

Companies have
long emphasized
touchpoints... but this
focus distracts from
the more important
picture: the customer’s
end-to-end experience.

PHYSICAL
LIBRARY
Phone
Web
site
Marketing
Mobile
TOUCHPOINTS

A touchpoint focus…
→ Leads to service experience fragmentation
→ Reinforces organizational structure over customer needs
→ Creates wasted investments in low value touchpoints
→ Offers customers fewer choices
→ Increases customer frustration
→ Limits innovation
FROM TOUCHPOINTS TO JOURNEYS

TOUCHPOINTS NEED TO WORK IN CONCERT WITH ONE OTHER

over time
EXPERIENCE
SERVICE
EXPERIENCES OUTSIDE
OF YOUR SERVICE CAN
INFLUENCE THE DESIGN
OF YOUR SERVICE.
JOURNEYS

CUSTOMER
LIBRARY
-ENJOYMENT+
EMOTIONAL JOURNEY

PATIENT
ACTIVITIES
INFORMATION
NEEDS
Critical Moment
Patient sees Care
Provider
activities
i think i need helpstages discover what is wrong with me make me better maintain my new normal
1 2 3 4 5 7 8 9 10 11 12 13 14
Critical Moment
Patient needs JMH
Critical Moment
Severity of condition
can determine the
tone of the journey
Redirect
Get patient on correct
path: ER/UC/PCP
May have been
directed from
routine PCP visit
Critical Moment
Patient gets diagnosis
Critical Moment
Patient gets or starts
treatment
Critical Moment
Get patient on the
road to normal
Critical Moment
Patient sees Care
Provider
Redirect
Referred to Specialist,
patient is looking to
connect with right
Care Provider for them
6
+ ANXIETY
+ RELIEF
STORY ARC
The relative change in
anxiety and relief and the
range in patient stories
EXPERIENCE DRIVERS
UNDERSTANDING:
Building knowledge and clarity
REPETITION:
Multiplying the unknown
UNKNOWN:
Creating uncertainty and obscurity
STABILITY:
Progressing and sense of security
COMFORT:
Growing ease and alleviation
DOUBT:
Growing skepticism and mistrust
HIGH IMPACT
key moment
something feels
wrong
Unsure what is
wrong. Scare of
the unknown.
my needs
Validate that I
need help
key moment
decide to
get help
Confident I will get
help and hopeful that
I can get answers.
my needs
Be ready for me
key moment
monitor
treatment
Confident in my care.
Clear expectations of
what is progress.
Access to my Doctor
just in case.
my needs
Access to help
when needed.
Reassurance that
there is progress.
key moment
check-ups
Consistent access to
my Doctor. Confident
in my care and
prepared if anything
comes up.
my needs
Show me progress
key moment
see a specialist
Confident in my care
and trust in Doctor.
Empathy for my
situation.
my needs
Be my rock and hub
of information
key moment
choose
treatment option
Clear expectations of
how my life will
change with helpful
resources. Empathy
for my situation.
my needs
Understand how
this will impact me
long-term
key moment
talk to doctors
to see what is
going on
No empathy or
comfort. Feel rushed
and unimportant to
my Doctor.
my needs
Listen to me so
I can trust you
key moment
change
treatment
No set expectations of
progress. No confi-
dence in my care or
doctor.
my needs
Provide me options
key moment
get tests and
review results
No clear answer, so no
confidence in my care.
No expectations of
when we’ll know.
my needs
Need expert of my
disease to help me
Finding the right Care Provider who can act as a partner and set
clear expectations early in your journey is a key driver of overall
experience. Having access to this care is paramount.
Chronic Care
Patient Experience Map
check-ups
• Continue routine checks up and tests
• Repeat new treatments/monitoring if
needed
something feels wrong
• Having pain or onset of symptoms
• Notice a sudden change in at-home
monitoring
i think i need help
• Call Primary Doctor or a General Line
• Ask family/friends with similar symptoms
• Self diagnose
• Google triage
1
2
1
2
3
4
3
4
5 7
7
10
11
12
11
12
1413
1413
8
8
9
10
9
6
5
6
decide to get help
• Go to the ER or Urgent Care Center
• Schedule a visit with Primary Doctor
talk to doctors to see what
is going on
• Explain my symptoms
• Answer questions
• Visit PCP or Specialist
get tests and review results
• Nurse or techs administers tests
• Wait
• Get referral for Specialists
see specialists
• Doctor may give initial diagnosis
• Get more referrals
• Get additional tests
• See multiple Specialists
get diagnosis
• Ask additional questions
• Hear results of the tests and what
they mean
• Learn about diagnosis and what that means
• Do my own research to validate diagnosis or
learn more
choose treatment option
• Hear treatment option(s)
• Do my own research to validate
treatment decision
get treatment
• Get initial treatment administered by
Doctor or Nurse
• Receive follow-up instructions to monitor
get prescriptions
• Start an ongoing treatment, like medication
or at home care
• Receive instructions on how to continue
ongoing treatment at home
maintain overall health
• Fix other things that are impacted by my
chronic treatment
• Exercise and diet
• Get emotional and social support
monitor treatment
• Monitor and log progress at home or
through visits
• Monitor side effects and effectiveness
change treatment
• By phone or doctor's visits
• Change or add doctors if needed
• Repeat
something feels wrong
• Symptom checker
• Google triage
• Primary care phone number for triage
i think i need help
• Where do I go for what
• Triage Phone Number
• Insurance benefits - cost/benefit of where
to go
decide to get help
• Facility address
• Time of appointment
• Phone numbers
talk to doctors to see what
is going on
• Prepared questions
• What I should tell my doctor
get tests and review results
• Tests and what they are for
• Results
• Referral for Specialist
see specialists
• Coordinated appointment with Specialist
• Managed list of who I've seen for what
get diagnosis
• Why this is happening to me
• What the diagnosis is
• Expectations of how things will change
choose treatment option
• Why this treatment
• Side effects
• What treatment will entail
get treatment
• Who to call for what
• Discharge papers and after-care instructions
• Prescription
• Doctor's note
get prescriptions
• Side effects
• Prescription information
• After-care information
maintain overall health
• Other ways my life will be impacted
• Resources to manage social and
emotional changes
check-ups
• Update on my progress
• Lab work
monitor treatment
• What to look out for
• Instructions
• Doctor’s phone number for emergency
change treatment
• Doctor’s phone number for emergency
• When to call
GET TREATMENT
"I appreciated that
he didn’t sugar
coat it, but was
still hopeful."
GET DIAGNOSIS
"You never forget this
moment, no matter how
gently your Doctor
breaks the news."
MONITOR TREATMENT
"Things seem to return to
normal and then there is
this curve ball."
CHECK-UPS
"I still don’t feel like I’ve
got the answers I need to
deal with this."
MAPPING EXPERIENCES

Organizations must…
→ Understand their customers’ journeys to determine the
right touchpoints to create to meet their needs
→ Move their staff’s mindset from process to experiences
→ Focus on the connections between touchpoints as much
as the touchpoints themselves
→ Design how services are delivered based on a clear vision
for the customer experience
FROM TOUCHPOINTS TO JOURNEYS

SERVICE SAFARIS

30
When you think
about service
safaris, think about
Indiana Jones.

CALLOUT
LOREM IPSUM
DOLOR SIT
AMET
CONSECTET
CALLOU
T
SWATCHES
GRAPHIC ELEMENTS

Service Safari
Exploring service
experiences in order to
uncover better and
more innovative
approaches to meeting
customer needs.

Types of Safaris
→ Follow common scenarios of your current services
→ Experience competing services
→ Learn from analogous spaces to bring new ideas to your
organization
→ Just being a customer and paying attention to the services
that you interact with
SERVICE SAFARIS

36NEXT LIBRARY 2014 | MAPPING EXPERIENCES: SERVICE SAFARIS
I’m in a store to get yogurt

I check into Foursquare

I get a card with instructions to register online

Trips later, I finally go online to register

I end up on a second website…

I look at my card and enter my number

(at least I think I do)

The number looks right to me…

I find a link to check my card balance

I look at my card again (again)

The number is valid

Back to munchies.com

But I don’t have an account!!!

I call a (non-toll free) number

And get voicemail!!

13 touchpoints across store, the card, the web,
mobile, and the call center
I’m not registered. AND I DON’T HAVE FREE YOGURT.

Revenge is a dish best served cold.

Apple Store
RETAIL
Umpqua Bank
FINANCIAL SERVICES
Style Seat
HEALTH & BEAUTY
Marriott Hotels
HOSPITALITY
Chipotle
FOOD SERVICES
Stitch Fix
RETAIL
W Hotel
HOSPITALITY
Umpqua Bank
FINANCIAL SERVICES

Service Experience Attributes
→ Convenient Options
→ Knowledgeable Staff
→ Proactive Expectation Setting
→ Orchestration Across Touchpoints
→ Thoughtful Attention to Detail
→ Personalization
→ Staff Personify Brand
SERVICE SAFARIS

Being new to town with a sick son was overwhelming. Carol, the nurse that answered, was
reassuring and able to find me a doctor in the area that could see us within the hour.
All I cared about was getting him in to the doctor. Laura who greeted us was sweet and took
my information without keeping us too long. Within minutes, the nurse came out to get us.
During the visit, I realized this was the doctor for my son. On our way out, we received
information on how to access care, which has been on my refrigerator ever since.
When Carol called me back the next day to check in on us and see if I had any follow-up
questions, I knew I made the right decision.
We’ll find you something as soon as we
can. Have you given him anything to
treat the fever?
I’ve alerted the nurse that you’re here and he’ll be right
out. But first, let’s scan your insurance card and ID.
Thanks for checking in, Carol. The
doctor you found me was great!
I’m glad my friend gave me this number.

What to Look For
→ Who do you interact with? What do they do?
→ What touchpoints do you interact with?
→ What can see, hear, feel, touch, smell?
→ What spaces do you experience and how are they
organized and presented?
→ Are there moments that were unexpected?
→ Are there moments of confusion? Delight?
→ Does the experience feel seamless? Fragmented?
→ What was your lasting impression?
SERVICE SAFARIS

This is a list item 1
PLACEHOLDER IMAGE – REPLACE
SEEING
DOING 
(ACTIONS)
FEELING 
(MOTIVATIONS)
HEARING
THINKING 
(FRAMING)
DEVICE
RELATIONSHIPSTIME PLACE
CONTEXT

Common Touchpoints
→ Agents of the service (front-line staff)
→ Artifacts: signage, pamphlets, computers, receipts, etc.
→ Websites, mobile sites, and apps
→ Customer service (call centers, online chat, etc)
→ Physical locations
→ Email, texts, mail, and other direct communications
→ Products
→ Other customers!
SERVICE SAFARIS

ADAPTIVE PATH | EXPERIENCE MAPPING 62
ARTIFACT
ARTIFACT
LOCATION
ACTOR
ACTOR
ACTOR
ARTIFACT
ARTIFACT
ARTIFACT
AGENT
AGENT

RICHLAND LIBRARY
STAFF SAFARIS

Safari #1
How do retailers use
signage to serve,
inform, and engage?
Paul Hernandez
Technology Projects and Services Coordinator

DIGITAL MENU BOARD.
INFORMATION CAN BE
CHANGED ON THE FLY.

DIGITAL SIGNAGE WITH TWITTER
FEEDS AND NEWS. OUTDOOR
SEATING. SPEAKERS EVERYWHERE.

MAIN MULTISCREEN CAN BE HAVE 4
DIFFERENT VIDEO SOURCES PLAYING AT THE
SAME TIME. EX: INTERNET VIDEO, SOCIAL
MEDIA, TV, YOUR DEVICE, ETC.

Key Takeaways
→ Great flow
→ Friendly Staff
→ High Tech
→ Lots of seating
→ No pressure to buy
SAFARI #1

Safari #2
What’s the before,
during, and after
journey to the zoo?
Roberta Phillips
Planning and Projects Manager

Before
→ Watched commercial for Zoo at home
→ Went to website to inquire about zoo hours and prices
→ Put on my sun hat, packed up my husband and traveled
→ Zoo is conveniently located within 15 minutes from our home in city
→ Arrived to find plenty of parking and even a shady spot
→ Entrance to zoo was lacking for signs and/or staff to welcome us
→ Plenty of cashiers on hand though later learned there was a wristband
program that offered access to food throughout the park for feeding
animals
→ Received map from another stand from staff though they did not offer
assistance on best routes or areas of interest
SAFARI #2

MANY CASHIERS WERE OPEN DIDN’T
TELL US ABOUT WRISTBAND PROGRAM
THAT GAVE DISCOUNTS FOR ANIMAL
FOOD AND ATTRACTIONS IN PARK.

INFORMATION BOOTH CREATED BARRIER.
STAFF MISSED AN OPPORTUNITY TO ENGAGE
WITH THIS FAMILY. (COULD BE WEARING
SAFARI HATS & GEAR TO DELIGHT CHILDREN.)

During
→ The gift shop was prominent feature upon entering park
→ There were a lack of signs to indicate where animals were located but
no shortage of signs for snack shops or gifts
→ Map given was black and white which would have been okay had it been
to scale, it was not very clear
→ Bathrooms were close to the entrance and were clean, drinking fountain
was cold
→ The grounds are beautiful and lush
→ Signage continued to be a problem as we navigated the park, colored
sidewalks, paw prints or just “Big Cats” this way sign would have been
the park more enjoyable (Felt like walking around in a circle)
SAFARI #2

SAW AN ENTRANCE WITHOUT
A SIGN, WHAT’S THERE?

During
→ Gorilla house was a room with large glass wall for viewing but we didn’t
know that there were 2 other areas outside where you could view
gorillas this was accidentally discovered
→ We chatted with other customers who were very friendly but didn’t see
many staff members engage with customers
→ Good interactive exhibits included the giraffes, birds and farm animals
that could all be fed (additional cost)
→ Covered picnic area was provided for school groups
→ Some signs indicated that animals were moved for the zoo renovation
project while others were empty without explanation.
!
!
SAFARI #2

HEY, IT’S THE FLAMINGOS…
(CAN’T SEE SIGN UNTIL YOU
ARE ALREADY THERE.)

During
→ Customer comments included the following: “I can’t see the elephants
the bushes are too high” “Watch your step” (referring to uneven
pavement)
→ Farm area was easy to navigate with Grandpa and Grandma gardens and
good displays
→ New features included Sky High Safari and Zip Line for exploring the zoo
from above
SAFARI #2

UNEXPECTED DELIGHT:
RECYCLED ART

During
→ Crossed the bridge and saw a sign for a tram to the gardens. Waited
though we had no indication of how often the tram ran, every 15 min?
→ Tried to get a water from a vending machine (2.50) but when the water
button was pushed I received a Diet Mountain Dew (Do people really
drink this stuff? Ugh.)
→ Entered garden where signs were better than the zoo with “you are
here” indications and clear directions
→ No liter and many of the groundskeepers interacted with us!
→ In visitor center through which you access the gardens there were
promotional materials and a scavenger hunt to take on the trails
→ Much more relaxed and easy going than the zoo side
→ Did not see any trash cans on walking trails
!
SAFARI #2

After
→ When we left the garden viewing the sign that said thanks for visiting a
staff member at the gate encouraged us to return and thanked us for
visiting. Unfortunately this exit would not lead us back to our car
→ We reentered the park and the same staff member said that in order to
access our car from there we would have to swim across the river! He
advised us to take the tram back to the zoo and exit
→ We took tram and exited the park, there was not comment from staff on
zoo side as we left
→ Walked to our car and drove home in 15 minutes
SAFARI #2

LATER WENT BACK TO THE WEBSITE AND LEARNED
ABOUT THE ANIMALS THAT WERE BEING RELOCATED
DUE TO THE RENOVATIONS AND ALSO VIEWED THE
RENOVATION RENDERINGS.

Key Takeaways
→ We like the Botanical Garden for its ease of navigation,
beautiful gardens and friendly staff
→ The animals at the park were great but staff presence was
lacking and the welcome to the zoo was also lacking
→ Signage and wayfinding were the biggest problems and the
map was not clear
→ More focus on the animals and less on the snack and gift
shops would have been appreciated. I am sure revenue
from these venues is important but I felt that they
overshadowed the experience.
SAFARI #1

It was very apparent that customers need to
be met where they are at instead of always
expecting them to seek out assistance. The
zoo missed some key opportunities to interact/
engage with us to make our experience both
memorable and meaningful.

The insights from safaris help:
→ Identify issues in your current services
→ Push ideation beyond “the way we normally do things”
→ Create empathy among staff for customer needs
→ Change the mindset of staff from focusing on the parts
(touchpoints) to the whole (the customer journey)
SERVICE SAFARIS

SERVICE STORMING

NEXTLIBRARY 2014 | MAPPING EXPERIENCES: SERVICE SAFARIS
Deﬁnition
A collaborative activity,
focused on the generation
of new service experience
concepts through acting.
SERVICE STORMING

Beneﬁts
→ Promotes team bonding
→ Helps you think outside of the box, screen, silo
→ Levels the playing field
→ Surfaces assumptions
→ Requires no tools (quick, easy to change)
→ Lets you have fun at work!
SERVICE STORMING

ADAPTIVE PATH | UXI
Science
Engaging in physical
expression activates
different parts of your
brain, helping you to think
in new ways.
Art
Service delivery is a
performance. If your skit
connects with the
audience, you are
probably being human.

ADAPTIVE PATH | UXI
EXERCISE #3
Service
Storming
→ Brainstorming through acting
SERVICE STORMING
94

Service
START A BOOK CLUB
• Customer: Adult starting book club
• Before: Initiate the club, select books, and
prepare for first meeting
• During: Hold first meeting
• After: Between first and second meetings
Service
MOVING TO DIGITAL READING
• Customer: Adult adopting digital reading
• Before: Learning benefits and availability of
digital materials
• During: Setting up device and obtaining
digital materials
• After: Ongoing engagement and use
• Customer: Child getting first library card
• Before: Learning about library and what a
card allows you to do
• During: Applying for and getting the card
• Customer: Adult seeking help with job
search
• Before: Preparing for applying and
interviewing for job
• During: Job interview
• After: Post-interview
Service
FIRST LIBRARY CARD
Service
CAREER SERVICES
Inspiration
SPA
• Courteous and respectful
• Tailored to your needs
• Stress free
• Guided at every step
• Every detail matters
Inspiration
DISNEY WORLD
• Magical experiences
• Little suprises
• Playful and fun
• Choreographed
• Assertively friendly
• Guided exploration at your own pace
• Highly knowledgable staff
• Storytelling and romance
• Sample then commit
• Recommendations for your tastes
• High attention to detail
• Consultative and patient
• Advice without being prescriptive
• Tackles issues with grace
• Making the moment special
Inspiration
WINERY TASTING ROOM
Inspiration
CELEBRITY WEDDING PLANNER
SERVICES INSPIRATION

Service
START A BOOK CLUB
• Customer: Adult starting book club
• Before: Initiate the club, select books, and
prepare for first meeting
• During: Hold first meeting
• After: Between first and second meetings
Service
MOVING TO DIGITAL READING
• Customer: Adult adopting digital reading
• Before: Learning benefits and availability of
digital materials
• During: Setting up device and obtaining
digital materials
Service
FIRST LIBRARY CARD
Service
CAREER SERVICES
• Guided at every step
• Every detail matters
• Choreographed
• Assertively friendly
• Guided exploration at your own pace
• Highly knowledgable staff
• Storytelling and romance
• Sample then commit
• Recommendations for your tastes
• High attention to detail
• Consultative and patient
• Advice without being prescriptive
• Tackles issues with grace
• Making the moment special
Inspiration
WINERY TASTING ROOM
Inspiration
CELEBRITY WEDDING PLANNER
++ = ??

What if…
→ At least one touchpoint per scene.
→ Must be more than mobile, tablet, or computer.
→ Must include a face-to-face interaction with the
customer or interaction with customer service.
staffretail social phone email web mobile mailkiosk parking textsignage
10 MINUTES
Service Storm
20 MINUTES
Perform It
90 SECONDS
BEGINNING
MIDDLE
END
LIBRARY

99
SERVICE STORMING
No sitting
Standing bodies tend to act  
more than sitting bodies.  
It’s physics. Look it up.
No pitching
Communicate what the service  
would feel like. Don’t try to sell  
the experience.

100
SERVICE STORMING
What Did You Think?

Why Service Storming?
→ It’s easy to change and you can evaluate as you go.
→ It’s very human, full of behavior, emotion, and drama.
→ You can cover the whole experience quickly, rather  
than getting caught up in the details.
→ You experienced it!
SERVICE STORMING

FINAL THOUGHTS

SWATCHES
Color Palette
RGB
248/204/43
HEX
F8CC2B
RGB
249/157/28
HEX
F99D1C
RGB
108/190/77
HEX
6CBE4D
RGB
67/184/215
HEX
43B8D7
RGB
29/120/153
HEX
1D7899
RGB
78/85/92
HEX
4E555C
RGB
45/49/53
HEX
2D3B35
RGB
230/231/232
HEX
E6E7E8
Thank YouThank You!
!
Melanie Huggins
Executive Director, Richland Library
Patrick Quattlebaum
Managing Director, Adaptive Path
Evi K. Hui
Experience Designer
Noel Johnson
Senior Program Manager
Stephanie Wilson-Wagner
Client Partner
www.adaptivepath.com
source: http://1.bp.blogspot.com/-vWJVVXGsHO0/UPBRPeNtFFI/AAAAAAAABbw/ptP0KRho0n8/s1600/CIMG3520.JPG

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