on Service Design

on Service DesignPatrick Quattlebaum | @ptquattlebaumUsability Stammtisch BerlinPresented 18 Apr 2013 to

Patrick QuattlebaumDesign Director | @ptquattlebaum

WhyServiceDesign?MaptheExperienceChangetheMachineCase:A HumanServiceSomeEssentialSkills

WhyServiceDesign?MaptheExperienceChangetheMachineCase:A HumanServiceSomeHelpfulTips

ChrisRisdonBrandonSchauerJaminHegemanPatrickQuattlebaumYour Guides

Case:A HumanService

A date with my wife...

... at a nice restaurant ...

http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg

Dirtyhttp://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg

Dirty Unreliablehttp://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg

Dirty UnreliablePressureto usecashhttp://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg

Dirty UnreliablePressureto usecashNotspecialhttp://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg

http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg

http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpgExpensive

http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpgExpensive Book inAdvance

http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpgExpensive Book inAdvanceBook inBlocks ofTime

http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpgExpensive Book inAdvanceBook inBlocks ofTimeTwoPaymentSteps

http://files.tested.com/photos/2012/12/26/43242-uber.jpg

Open App View Availability Book Car

Watch Progress Get Alerts

Pay for Service Provide Feedback

Waiting

Four Hour BlockTrip Trip Trip Trip

DriverPassengerFriendlyServiceNiceCarsEasyPaymentConstantFeedbackReasonablePriceJust inTimeMoreFlexibilityStreamlinedProcessFeedbackLoopFill Gapsin ScheduleBiggerMarketMoreControl

MoreHuman

WhyServiceDesign?

http://www.nytimes.com/interactive/2012/01/20/business/the-iphone-economy.htmlMacroTrend: Shift to Services

The service sectornow generates ~64%of the world’s GDP.International Monetary Fund, World Economic Outlook Database, April 2012: Nominal GDP list of countries.

The service sectornow generates ~64%of the world’s GDP.International Monetary Fund, World Economic Outlook Database, April 2012: Nominal GDP list of countries.71.1%

MARKET SIZING$2 BillionEstimated size of totaldollars spent in U.S. onthe planning anddesign of services*BS

$2 BillionPlanning &Design ofServices$40 BillionAd Spendphoto by Seal Beach AT&T

$2 BillionPlanning &Design ofServices$40 BillionAd SpendServiceAnticipationGapphoto by Seal Beach AT&T

Service Anticipation GapThe loss of future potential revenuesand the wasted ad spend when aservice doesn’t meet or exceed theexpectations set with the customer.*BS

Increased customeracquisition and adoptionrates by planning anddesigning for servicepropositions, sequencing,and flowOvercoming SAGIncreased customerloyalty and advocacythrough human-centeredplanning of customerjourneys acrosstouchpoints andevidencing ofcustomer value*BS

COMPETITION— Complete unscientific guessing of who’s doing how muchHow’s this workgetting done?System EngineersOperationsManagementBranding &MarketingCustomer Service“The Organization”Straight-up ServiceDesigners*BS

Service design applies design methods andcraft to the definition and orchestration ofservice experiences.Examines the operations, culture, andstructure of an organization for impact onservice experience.Service Design (in two sentences)Borrowed from Jamin Hegeman

Services are processand experiencebased.From Service Blueprinting: A Practical Technique for Service Innovation

Experience

ProcessExperience

Change the MachineMap the Experience

MaptheExperience

Services are processand experience-based.Experience Map for Rail Europe | August 2011STAGESDOINGFEELINGResearch & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post TravelPeople choose rail travel because it isconvenient, easy, and flexible.Rail booking is only one part of people’s largertravel process.People build their travel plans over time. People value service that is respectful, effectiveand personable.EXPERIENCERail Europe Experience MapKayak,compareairfareGooglesearchesResearchhotelsTalk withfriendsRelevance of Rail EuropeEnjoyabilityHelpfulness of Rail EuropePaper ticketsarrive in mail• I’m excited to go to Europe!• Will I be able to see everything I can?• What if I can’t afford this?• I don’t want to make the wrong choice.• It’s hard to trust Trip Advisor. Everyone isso negative.• Keeping track of all the different productsis confusing.• Am I sure this is the trip I want to take?• Website experience is easy and friendly!• Frustrated to not know sooner about whichtickets are eTickets and which are paper tickets.Not sure my tickets will arrive in time.• Stressed that I’m about to leave the countryand Rail Europe won’t answer the phone.• Frustrated that Rail Europe won’t ship ticketsto Europe.• Happy to receive my tickets in the mail!• I am feeling vulnerable to be in an unknown place inthe middle of the night.• Stressed that the train won’t arrive on time for myconnection.• Meeting people who want to show us around is fun,serendipitous, and special.• Excited to share my vacation story withmy friends.• A bit annoyed to be dealing with ticket refundissues when I just got home.ViewmapsArrangetravelBlogs &Travel sitesPlan withinteractive mapReview faresSelect pass(es)Enter trips ConfirmitineraryDeliveryoptionsPaymentoptionsReview &confirmMap itinerary(finding pass)DestinationpagesMay call ifdifficultiesoccurE-ticket Printat StationWebraileurope.comWait for paper tickets to arriveResearch destinations, routes and productsLive chat forquestionsActivities, unexpected changesChangeplansCheck ticketstatusPrint e-ticketsat homeweb/appsLook uptimetablesPlan/confirmactivitiesWebSharephotosShareexperience(reviews)RequestrefundsFollow-up on refunds for booking changesShare experienceBuy additionalticketsLook uptime tablesStakeholder interviewsCognitive walkthroughsCustomer Experience SurveyExisting Rail Europe DocumentationOpportunitiesGuiding PrinciplesCustomer JourneyInformationsourcesRAIL EUROPETHINKING• What is the easiest way to get around Europe?• Where do I want to go?• How much time should I/we spend in eachplace for site seeing and activities?• I want to get the best price, but I’m willing to pay alittle more for first class.• How much will my whole trip cost me? What are mytrade-offs?• Are there other activities I can add to my plan?• Do I have all the tickets, passes and reservationsI need in this booking so I don’t pay moreshipping?• Rail Europe is not answering the phone. Howelse can I get my question answered?• Do I have everything I need?• Rail Europe website was easy and friendly, butwhen an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?• I just figured we could grab a train but there arenot more trains. What can we do now?• Am I on the right train? If not, what next?• I want to make more travel plans. How do Ido that?• Trying to return ticket I was not able to use. Notsure if I’ll get a refund or not.• People are going to love these photos!• Next time, we will explore routes and availabilitymore carefully.Ongoing,non-linearLinearprocessNon-linear, buttime basedCommunicate a clear valueproposition.STAGE: Initial visitConnect planning, shopping andbooking on the web.STAGES: Planning, Shopping, BookingArm customers with informationfor making decisions.STAGES: Shopping, BookingImprove the paper ticketexperience.STAGES: Post-Booking, Travel, Post-TravelMake your customers into better,more savvy travelers.STAGES: GlobalProactively help people dealwith change.STAGES: Post-Booking, TravelingSupport people in creating theirown solutions.STAGES: GlobalVisualize the trip for planningand booking.STAGES: Planning, ShoppingEnable people to plan over time.STAGES: Planning, ShoppingEngage in social media withexplicit purposes.STAGES: GlobalCommunicate status clearly atall times.STAGES: Post-Booking, Post TravelAccommodate planning andbooking in Europe too.STAGE: TravelingAggregate shipping with areasonable timeline.STAGE: BookingHelp people get the help theyneed.STAGES: GlobalGLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVELRelevance of Rail EuropeEnjoyabilityHelpfulness of Rail EuropeRelevance of Rail EuropeEnjoyabilityHelpfulness of Rail EuropeRelevance of Rail EuropeEnjoyabilityHelpfulness of Rail EuropeRelevance of Rail EuropeEnjoyabilityHelpfulness of Rail EuropeRelevance of Rail EuropeEnjoyabilityHelpfulness of Rail EuropeMail ticketsfor refundGet stampfor refund

Services are processand experience-based.Experience Map for Rail Europe | August 2011STAGESDOINGFEELINGResearch & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post TravelPeople choose rail travel because it isconvenient, easy, and flexible.Rail booking is only one part of people’s largertravel process.People build their travel plans over time. People value service that is respectful, effectiveand personable.EXPERIENCERail Europe Experience MapKayak,compareairfareGooglesearchesResearchhotelsTalk withfriendsRelevance of Rail EuropeEnjoyabilityHelpfulness of Rail EuropePaper ticketsarrive in mail• I’m excited to go to Europe!• Will I be able to see everything I can?• What if I can’t afford this?• I don’t want to make the wrong choice.• It’s hard to trust Trip Advisor. Everyone isso negative.• Keeping track of all the different productsis confusing.• Am I sure this is the trip I want to take?• Website experience is easy and friendly!• Frustrated to not know sooner about whichtickets are eTickets and which are paper tickets.Not sure my tickets will arrive in time.• Stressed that I’m about to leave the countryand Rail Europe won’t answer the phone.• Frustrated that Rail Europe won’t ship ticketsto Europe.• Happy to receive my tickets in the mail!• I am feeling vulnerable to be in an unknown place inthe middle of the night.• Stressed that the train won’t arrive on time for myconnection.• Meeting people who want to show us around is fun,serendipitous, and special.• Excited to share my vacation story withmy friends.• A bit annoyed to be dealing with ticket refundissues when I just got home.ViewmapsArrangetravelBlogs &Travel sitesPlan withinteractive mapReview faresSelect pass(es)Enter trips ConfirmitineraryDeliveryoptionsPaymentoptionsReview &confirmMap itinerary(finding pass)DestinationpagesMay call ifdifficultiesoccurE-ticket Printat StationWebraileurope.comWait for paper tickets to arriveResearch destinations, routes and productsLive chat forquestionsActivities, unexpected changesChangeplansCheck ticketstatusPrint e-ticketsat homeweb/appsLook uptimetablesPlan/confirmactivitiesWebSharephotosShareexperience(reviews)RequestrefundsFollow-up on refunds for booking changesShare experienceBuy additionalticketsLook uptime tablesStakeholder interviewsCognitive walkthroughsCustomer Experience SurveyExisting Rail Europe DocumentationOpportunitiesGuiding PrinciplesCustomer JourneyInformationsourcesRAIL EUROPETHINKING• What is the easiest way to get around Europe?• Where do I want to go?• How much time should I/we spend in eachplace for site seeing and activities?• I want to get the best price, but I’m willing to pay alittle more for first class.• How much will my whole trip cost me? What are mytrade-offs?• Are there other activities I can add to my plan?• Do I have all the tickets, passes and reservationsI need in this booking so I don’t pay moreshipping?• Rail Europe is not answering the phone. Howelse can I get my question answered?• Do I have everything I need?• Rail Europe website was easy and friendly, butwhen an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?• I just figured we could grab a train but there arenot more trains. What can we do now?• Am I on the right train? If not, what next?• I want to make more travel plans. How do Ido that?• Trying to return ticket I was not able to use. Notsure if I’ll get a refund or not.• People are going to love these photos!• Next time, we will explore routes and availabilitymore carefully.Ongoing,non-linearLinearprocessNon-linear, buttime basedCommunicate a clear valueproposition.STAGE: Initial visitConnect planning, shopping andbooking on the web.STAGES: Planning, Shopping, BookingArm customers with informationfor making decisions.STAGES: Shopping, BookingImprove the paper ticketexperience.STAGES: Post-Booking, Travel, Post-TravelMake your customers into better,more savvy travelers.STAGES: GlobalProactively help people dealwith change.STAGES: Post-Booking, TravelingSupport people in creating theirown solutions.STAGES: GlobalVisualize the trip for planningand booking.STAGES: Planning, ShoppingEnable people to plan over time.STAGES: Planning, ShoppingEngage in social media withexplicit purposes.STAGES: GlobalCommunicate status clearly atall times.STAGES: Post-Booking, Post TravelAccommodate planning andbooking in Europe too.STAGE: TravelingAggregate shipping with areasonable timeline.STAGE: BookingHelp people get the help theyneed.STAGES: GlobalGLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVELRelevance of Rail EuropeEnjoyabilityHelpfulness of Rail EuropeRelevance of Rail EuropeEnjoyabilityHelpfulness of Rail EuropeRelevance of Rail EuropeEnjoyabilityHelpfulness of Rail EuropeRelevance of Rail EuropeEnjoyabilityHelpfulness of Rail EuropeRelevance of Rail EuropeEnjoyabilityHelpfulness of Rail EuropeMail ticketsfor refundGet stampfor refundExperienceMapping!

experiencestouchpointinteractionsproceduresproductsand systemsexperiencesinteractionsprocessessystems

experiencestouchpointinteractionsproceduresproductsand systemsexperiencesinteractionsMAGIC

When you thinkabout experiencemapping, thinkabout Indiana Jones.

Tell the story with depthand richness aroundthe human experience.Borrowed from Chris Risdon

Your organization shouldfeel what it’s like to experienceevery touchpoint.Borrowed from Chris Risdon

personorganization-enjoyment+

You need to tell anengaging story.But make sure you aretelling a true story.Borrowed from Chris Risdon

This guy is notpossible... Borrowed from Chris Risdon

This guy is notpossible......without thisguy first. Borrowed from Chris Risdon

Borrowed from Chris Risdon

Feeling, thinking, doing.Borrowed from Chris Risdon

Feeling, thinking, doing.MotivationsBorrowed from Chris Risdon

Feeling, thinking, doing.Motivations FramingBorrowed from Chris Risdon

Feeling, thinking, doing.Motivations Framing BehaviorsBorrowed from Chris Risdon

NeedsWhat people aretrying to satisfyActionsWhat people aredoingEmotionsFeelings andperceptionsPeopleWho is involvedContextPlace andenvironmentProducts andServicesBuilding Blocks

USER RESEARCHThinking (framing)Feeling (motivations) With whomArtifactsWhereDoing (behavior)Thinking (framing)SeeingWith whomWhenHearingBorrowed from Chris Risdon

USER RESEARCHThinking (framing)Feeling (motivations) With whomArtifactsWhereDoing (behavior)Thinking (framing)SeeingWith whomWhenHearingWe want to understand the context in which this touchpoint occurs—time, place, emotions—so we can design to support the goal.Borrowed from Chris Risdon

ExploringScience

It’s about the verb, not the noun.Borrowed from Chris Risdon

It’s about the verb, not the noun.It’s about the activity, not the artifact.Borrowed from Chris Risdon

ChangetheMachine

procès (13c.)http://panathinaeos.files.wordpress.com/2010/10/seventh_seal_14.jpg

procès (13c.)a journeyhttp://panathinaeos.files.wordpress.com/2010/10/seventh_seal_14.jpg

process (17c.)http://upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Anatomia_xiv_secolo.jpg/897px-Anatomia_xiv_secolo.jpg

process (17c.)a continuous series of actionsmeant to accomplish some resulthttp://upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Anatomia_xiv_secolo.jpg/897px-Anatomia_xiv_secolo.jpg

process (20c.)source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpg

process (20c.)a sequence of interdependent andlinked procedures which, at everystage, consume one or moreresources (employee time, energy,machines, money) to convert inputs(data, material, parts, etc.) intooutputs. These outputs then serveas inputs for the next stage until aknown goal or end result is reached.source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpg

http://www.morethings.com/fan/bill_murray/stripes/bill_murray-stripes1981-1325.jpghttp://www.soundonsight.org/wp-content/uploads/2011/11/Brazil.jpgRational Irrational Engagement

http://24.media.tumblr.com/tumblr_m970z4Gotv1qzcgluo1_1280.jpgWhat have we built?

Line of Visibility

Service blueprintinghelps designersengage operationsto go from vision toreality.

PATIENTACTIONSPHYSICALEVIDENCEONSTAGECONTACTPERSONBACKSTAGECONTACTPERSONDebbie’sChart CartRecords/DatabaseSystemBinSystemCheckVitals &Ask QuestPlace inKassamBinMeet Dr.KassamKassamGets QuickReviewTakeAwayChartProcess &Check-outRecords/DatabaseSystemDictationChartStorageSystemDoor TagSystemSee OtherPatientsSUPPORTPROCESSESSign InFrontDeskWaitingRoomFrontDeskFrontDeskHallway ExamRoomMRI &ChartExamRoomMRI &ChartDoor Tag WaitingRoomCheck-outRoomWaitingRoomLine of InteractionLine of VisibilityRespondsFollow toExam RmAnswerQuestionsAskQuestionsReturnDoor TagCheck-out,Pay, &LeaveCheck-inWelcomeGetPatientChartSee OtherPatientsProcessSee OtherPatientsBringsDoor TagBackCallPatientGrabDoor TagEscort toExam RmChart inTo BeSeen BinWrite Rm# onScheduleSee OtherPatientsGrabChartfrom BinChartTaken byStaffCheckPatientLocationCheckPatientLocationScheduleSystemService Blueprint of Presby Neuro Clinic? ? ? ? ?Line of Internal Interaction? ? ?Wait WaitWait inExam Rm Wait WaitWork by CMU students: Melissa Cliver, Jamin Hegeman, Kipum Lee, Leanne Libert, Kara Tennant

Customer ActionsTouchpointsStaff ActionsBack Stage StaffSupport ProcessesTimeLine of VisibilityBlueprint Building BlocksBorrowed from Jamin Hegeman

— Complete unscientific guessing of who’s doing how muchHow’s this workgetting done?System EngineersOperationsManagementBranding &MarketingCustomer Service“The Organization”Straight-up ServiceDesigners*BSRemember this?

Invite to Play

Service Storming

CommercialSignageCashierPackagingWebsiteCustomer

process (21c.)

process (21c.)orchestrated series of interrelatedactions that produce sustainablevalue for all stakeholders in complexecosystems of people, products,services, and technologies

Humanize processesto co-create value forbusinesses and thepeople with whomthey interact.

SomeEssentialSkills

SomeHelpfulTips

Change the MachineMap the ExperienceLine of Visibility

Empathizing Guidingmove in new lifeplan orchestrate movingfind it!searchI’MDOINGINEEDI’MFEELINGStorytellingLine of Visibility3 Empathy Challenges Visualize Insights Tell & Re-tellNew/Improved SkillsTips

Skill: EmpathizeTangible Empathy Workshop

Challenge 1: Read More Fiction

Thee Tip: Visualize InsightsChallenge 2: Practice Active Listening

Challenge 3: Empathic Adventure

Skill: Guiding

Tip: Visualize Insights

EmotionsDoingContextTouchpoints

JourneysKey Moments(intentionally blurry)

Skill: Storytellinghttp://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpg

TimeBuilding BlocksTroop Strength DirectionTemperature Location

NeedsWhat people aretrying to satisfyActionsWhat people aredoingEmotionsFeelings andperceptionsPeopleWho is involvedContextPlace andenvironmentProducts andServicesChoose a facet to drive your story

EmotionsFeelings andperceptions

move in new lifeplan orchestrate movingfind it!searchI’MDOINGINEEDI’MFEELINGEmotionsFeelings andperceptions

Tip: Tell & Retell StoriesEducatedGuessInformedUnderstandingEvolvedConcept

ServiceStoryboardJourneyMappingServiceStormingTip: Tell & Retell Stories

Change the MachineMap the ExperienceLine of Visibility

Facilitation Translation OrchestrationLine of VisibilityTake Improv Let’s Do Coffee RoughcuttingNew/Improved SkillsTips

Skill: Facilitation

Tip: Take Improv

Tip: Take ImprovYes, and!

Skill: Translation

Tip: Let’s Do Coffee

Skill: Orchestration

source: http://www.cinemaisdope.com/news/films/troublewithharry/twh-1.jpg#AgainstAtomismTip: Roughcutting

source: http://vimeo.com/9339739

Change the MachineMap the Experience

Change the MachineMap the ExperienceMoreHuman

Patrick T Quattlebaum | @ptquattlebaumDanke.