This document appears to be a presentation on service design. It includes sections on designing services, service journeys, touchpoints, the front stage and back stage customer experience, and service stories. The presentation utilizes images, diagrams, and examples to illustrate concepts in service design. It emphasizes that designing complex service experiences requires an orchestrated approach bringing together many disciplines, products, and touchpoints over time. Storytelling is presented as a way to prototype future experiences and make them tangible by exploring human journeys.

1. DATEADAPTIVE PATH PROJECT TITLE
GOOD AFTERNOON

2. Patrick Quattlebaum
@ptquattlebaum
Iran Narges
@inarges
@adaptivepath
#xmapping
14 JUNE 2014
!
Service Design
Making

3. BODY TEXT WHITE
Lorem ipsum dolor sit amet, consectetur
adipisicing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna aliqua.
Nostrud exercitation ullamco laboris nisi ut
aliquip ex ea commodo consequat. Duis aute
irure dolor in reprehenderit in voluptate velit
BODY TEXT DARK
Lorem ipsum dolor sit amet, consectetur
adipisicing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna aliqua.
Nostrud exercitation ullamco laboris nisi ut
aliquip ex ea commodo consequat. Duis aute
irure dolor in reprehenderit in voluptate velit
BODY TEXT SMALL DARK
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do
eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut
enim ad minim veniam, quis
Nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo
consequat. Duis aute irure dolor in reprehenderit in voluptate velit
LIST XL
Lorem ipsum dolor sit amet
Consectetur adipisicing elit
Sed do eiusmod tempor
LIST L
Lorem ipsum dolor sit amet
Consectetur adipisicing elit
Sed do eiusmod tempor
LIST L
Lorem ipsum dolor sit amet
Consectetur adipisicing elit
Sed do eiusmod tempor
CALLOUT LOREM
IPSUM DOLOR SIT
AMET CONSECTET
CALLOUT
SWATCHES
RAPHIC ELEMENTS
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

4. MANAGING DIRECTOR
AT ADAPTIVE PATH
STRATEGY, SERVICE DESIGN, &
MANAGEMENT CONSULTING
MY GOAL IS TO MAKE YOU
AS HAPPY AS THIS GUY
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

5. DATEADAPTIVE PATH PROJECT TITLE
ADAPTIVE PATH SERVICE DESIGN MAKINGGIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

6. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://foliovision.com/images/2012/10/Rodin-the-Thinker.jpg
Thinking

7. DATEADAPTIVE PATH PROJECT TITLE
ADAPTIVE PATH SERVICE DESIGN MAKINGGIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: source: http://mjvinnovation.co.uk/wp-content/uploads/2013/04/lan%C3%A7amento-DT-1.jpg

8. DATEADAPTIVE PATH PROJECT TITLE
ADAPTIVE PATH SERVICE DESIGN MAKINGGIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
EVERYONE IS THINKING!

9. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://farm4.staticflickr.com/3013/2614466422_87da07eb78_o.jpg
Making

10. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpg
Stories

11. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://images3.wikia.nocookie.net/__cb20121027235942/disney/images/c/ce/Peterpan2-disneyscreencaps.com-5489.jpg
Believe

12. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://ko.fotopedia.com/items/flickr-157363377
Connections

13. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://ko.fotopedia.com/items/flickr-157363377
Waves

14. DATEADAPTIVE PATH PROJECT TITLE
Designing
Services
Service
Blueprinting
Service
Storming
Service
Stories

15. DATEADAPTIVE PATH PROJECT TITLE
DESIGNING
SERVICES

16. DATEADAPTIVE PATH PROJECT TITLE
A date with my wife...
Photo: PT Quattlebaum
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

17. DATEADAPTIVE PATH PROJECT TITLE
at a nice restaurantA date with my wife...
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

18. DATEADAPTIVE PATH PROJECT TITLE
18
Dirty Unreliable
Pressure to
use cash
Not special
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

19. DATEADAPTIVE PATH PROJECT TITLE
Dirty Unreliable
Pressure
to use cash
Not specialExpensive
Book in
advance
Book in
time blocks
Payment in
two steps
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

20. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

21. DATEADAPTIVE PATH PROJECT TITLE
Open App View Availability Reserve
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

22. DATEADAPTIVE PATH PROJECT TITLE
Track Progress Get Updates
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

23. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

24. DATEADAPTIVE PATH PROJECT TITLE
Pay Give Feedback
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

25. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

26. DATEADAPTIVE PATH PROJECT TITLE
Waiting
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

27. DATEADAPTIVE PATH PROJECT TITLE
Four Hour Block
Trip Trip Trip Trip
Waiting
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

28. DATEADAPTIVE PATH PROJECT TITLE
Nice
cars
Just in
time
More
flexibility
Bigger
market
Friendly
service
Reasonable
price
More
control
Fill in gaps
in schedule
Easy
payment
Feedback
loop
Streamlined
process
Feedback
loop
PASSENGER
DRIVER
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

29. DATEADAPTIVE PATH PROJECT TITLE
$72,000
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
$58,000
$44,000
$30,000
TAXI DRIVER ANNUAL INCOME (SAN FRANCISCO)
25% Median UberXPercentile: 75% 90%
NET INCOME: $60,014
adapted from: Felix Salmon, https://medium.com/@felixsalmon/the-economics-of-everyones-private-driver-464bfd730b38

30. DATEADAPTIVE PATH PROJECT TITLE
CUSTOMER STAFF BUSINESS
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
CO-VALUE

31. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
Your experience
may vary…
source: http://www.businessinsider.com/amy-poehler-in-best-buys-super-bowl-ad-first-photos-2013-1

32. DATEADAPTIVE PATH PROJECT TITLE
SERVICES ARE COMPLEX
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

33. DATEADAPTIVE PATH PROJECT TITLE
This is a list item 1
This is a list item 2
This is a list item 3
PLACEHOLDER IMAGE – REPLACE
SEEING
DOING
(ACTIONS)
FEELING
(MOTIVATIONS)
HEARING
THINKING
(FRAMING)
DEVICE
RELATIONSHIPSTIME PLACE
CONTEXT
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

34. DATEADAPTIVE PATH PROJECT TITLE
JOURNEY
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

35. DATEADAPTIVE PATH PROJECT TITLE
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."
CUSTOMER JOURNEY
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

36. DATEADAPTIVE PATH PROJECT TITLE
MANY TOUCHPOINTS
ADAPTIVE PATH SERVICE DESIGN MAKINGGIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

37. DATEADAPTIVE PATH PROJECT TITLE
MANY TOUCHPOINTS
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

38. DATEADAPTIVE PATH PROJECT TITLE
MANY TOUCHPOINTS
ADAPTIVE PATH SERVICE DESIGN MAKING 38GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

39. DATEADAPTIVE PATH PROJECT TITLE
SERVICES HAPPEN IN REAL TIME
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

40. DATEADAPTIVE PATH PROJECT TITLE
FRONT STAGE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

41. DATEADAPTIVE PATH PROJECT TITLE
FRONT STAGE - THE CUSTOMER EXPERIENCE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

42. DATEADAPTIVE PATH PROJECT TITLE
BACK STAGE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

43. DATEADAPTIVE PATH PROJECT TITLE
BACK STAGE - THE EMPLOYEE EXPERIENCE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

44. The greater the complexity, the
more you need an approach for
strategy, planning, and design
of the service experience.
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

45. To design service experiences,
many disciplines, silos,
products, and experiences need
to be orchestrated.
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

46. Expertly facilitating others
through the design process and
crafting concepts, prototypes,
and pilots separates design
makers from design thinkers.
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

47. DATEADAPTIVE PATH PROJECT TITLE
SERVICE
STORIES

48. CALLOUT LOREM
IPSUM DOLOR SIT
AMET CONSECTET
CALLOUT
SWATCHES
RAPHIC ELEMENTS
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpg

49. DATEADAPTIVE PATH PROJECT TITLE
ADAPTIVE PATH ON SERVICE DESIGN
STORYTELLING
The universe is made of
stories, not atoms.
Muriel Rukeyser

50. Why Stories?
→ Quickly prototype the future of complex experiences
→ Explores human journeys across time and space
→ Makes an experience tangible
→ Anchors design in an artifact that includes context and
outcomes
→ Creates a common understanding of what everyone is
helping make and why
SERVICE STORIES
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

51. ENGAGING
DRAMATIC
EMOTIONAL
HUMAN
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Art of the Storyboard

52. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
Acting & Improvisation

53. GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
Storyboards
Storyboarding is a common
way of envisioning a future
service, setting the context
and telling the service story.
SERVICE STORIES

54. Illustration
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

55. Comics
SERVICE STORIES
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

56. Photography
SERVICE STORIES
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

57. GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Art of the Storyboard

58. The best stories are…
→ Authentically true
→ Delivered with passion
→ Connect at an emotional level
→ Have a clear beginning, middle, and end
→ Detailed but minimal
SERVICE STORIES
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

59. Specificity is the
soul of narrative.
John Hodgman
source: John Hodgman, John-H-preferred-photo.jpg

60. Building Blocks
→ Key moments and interactions
→ Emotions and thoughts
→ Context
→ Time!
SERVICE STORIES
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

61. The best story wins.

62. ADAPTIVE PATH | UXI
EXERCISE #1
Service
Stories

63. DATEADAPTIVE PATH PROJECT TITLE
This is a list item 1
This is a list item 2
This is a list item 3
PLACEHOLDER IMAGE – REPLACE
EXPLORATORIUM
63GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Exploritorium

64. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Exploritorium

65. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Exploritorium

66. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Exploritorium

67. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://flic.kr/p/ehuf6u

68. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://flic.kr/p/cdGP3G

69. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://flic.kr/p/cz35H5

70. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Exploratorium
Explainers

71. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://flic.kr/p/fG56HY

72. DATEADAPTIVE PATH PROJECT TITLE
EXHIBITS
UX
IT
MARKETING
EDUCATION
PARTNERSHIPS
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Exploritorium

73. DATEADAPTIVE PATH PROJECT TITLE
73

74. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

75. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://flic.kr/p/fG56HY
Tailored
Outings

76. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

77. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
Beginning Middle End

78. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
Pre-Visit At Exploritorium After

79. Best Practices
→ Move your camera to show the right level of zoom
→ Include detail where it matters most
→ Have a clear beginning, middle, and end
→ Tell both the physical and emotional journey
→ Show co-value in each interaction
SERVICE STORIES
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

80. DATEADAPTIVE PATH PROJECT TITLE
SERVICE
STORMING

81. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: The Exploritorium

82. Service Encounters
→ Happen in real-time at a specific time and place
→ Are subject to human emotion and variability
→ May be mediated or augmented with other touchpoints
→ Are rarely an end point; they bridge to other touchpoints
SERVICE STORMING
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

83. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

84. Service storming uses voice,
physicality, and staging to
quickly prototype and refine
service encounters.

85. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
Acting & Improvisation

86. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
Creativity & Play

87. 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.

88. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: source:http://whitekaos.files.wordpress.com/2011/03/service-prototyping.jpg

89. Why Service Storming?
→ Co-create: Include staff, customers, etc.
→ Iterative: Make, learn, make again
→ Real time: Simulate real-time service encounters
→ Malleable: Change roles, constraints, channels, etc.
→ Art/Science: Taps into different parts of you brain
→ Fun: Why not have fun at work?
SERVICE STORMING
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

90. Acting
DIGITAL SERVICES
TROUBLE SPOT
LOW POINT
HIGH POINT
ADAPTIVE PATH'S GUIDE TO
EXPERIENCE
MAPPING
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
TWITTER TEASER EMAIL
WEBSITE GUIDE

91. USER
TWITTER
TEASER
EMAIL
WEBSITE
GUIDE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

92. Variations
→ Communicate and explore service experience insights
→ Early generative brainstorming
→ Evolution and refinement of service stories
→ Detailed design of customer-staff interactions
SERVICE STORMING
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

93. ADAPTIVE PATH | UXI
EXERCISE #2
Service
Storming

94. Three Important Rules
→ No sitting after the first 10 minutes
→ No pitching! Show the experience, don’t sell it
→ Have fun but don’t make your goal to be funny
SERVICE STORMING
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

95. GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
SERVICE STORMING
→ 10 Minutes - Go through your stories and discuss a general
approach to what you are going to explore
→ 20 Minutes - Service storm! Your story must include
multiple touchpoints and channels.
→ 2 Minutes - Perform!
Instructions

96. DATEADAPTIVE PATH PROJECT TITLE
SERVICE
BLUEPRINTS

97. http://parksandresorts2.wdpromedia.com/media/dvc_v0500/prospects/mediaplayer/destinations/disney/slides/walt-disney-world-01-v1.jpgADAPTIVE PATH SERVICE DESIGN MAKING

98. http://3.bp.blogspot.com/-vuFh-zGnCMA/Tj1ZJHuHjQI/AAAAAAAAwYk/E3iXCXgB_jU/s1600/IMG_1447.JPGADAPTIVE PATH SERVICE DESIGN MAKING

99. http://suncoastnews.com/storyimage/SU/20100601/ARTICLE/306019991/AR/0/AR-306019991.jpgADAPTIVE PATH SERVICE DESIGN MAKING

100. http://upload.wikimedia.org/wikipedia/en/archive/4/4c/20060907070136!Push_with_characters.jpgADAPTIVE PATH SERVICE DESIGN MAKING

101. http://1.bp.blogspot.com/-3JyXnsbYZsQ/UxkvNFWWnoI/AAAAAAAAEzQ/zNVSwDw9XhE/s1600/4Keys.JPGADAPTIVE PATH SERVICE DESIGN MAKING

102. http://www.doctordisney.com/wp-content/uploads/2014/03/mickey-brooms.jpgADAPTIVE PATH SERVICE DESIGN MAKING

103. http://upload.wikimedia.org/wikipedia/commons/8/8c/WaltDisneyplansDisneylandDec1954.jpgADAPTIVE PATH SERVICE DESIGN MAKING

104. http://bigfloridacountry.com/utilidors/utilidor_construction_1.jpgADAPTIVE PATH SERVICE DESIGN MAKING

105. http://atlas-dev.s3.amazonaws.com/uploads/assets/disney_exec_housekeeper.jpegADAPTIVE PATH SERVICE DESIGN MAKING

106. http://atlas-dev.s3.amazonaws.com/uploads/assets/disney_exec_housekeeper.jpegADAPTIVE PATH SERVICE DESIGN MAKING

107. http://atlas-dev.s3.amazonaws.com/uploads/assets/flakt_diagram_red.jpegADAPTIVE PATH SERVICE DESIGN MAKING

108. http://2.bp.blogspot.com/-KZ0KVmJactI/Tpxbe9jnO9I/AAAAAAAAB24/QoB3_2S0jpI/s1600/IMG_9005.JPGADAPTIVE PATH SERVICE DESIGN MAKING

109. http://2.bp.blogspot.com/-KZ0KVmJactI/Tpxbe9jnO9I/AAAAAAAAB24/QoB3_2S0jpI/s1600/IMG_9005.JPGADAPTIVE PATH SERVICE DESIGN MAKING
Experience
Magic

110. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
Your experience
may vary…
source: http://www.businessinsider.com/amy-poehler-in-best-buys-super-bowl-ad-first-photos-2013-1

111. Services experiences are the
orchestration of people,
processes, and technology.

112. Services experiences are the
orchestration of people,
processes, and technology.

113. DATEADAPTIVE PATH PROJECT TITLE
PROCESS 13C.
source: http://panathinaeos.files.wordpress.com/2010/10/seventh_seal_14.jpgADAPTIVE PATH SERVICE DESIGN MAKING

114. DATEADAPTIVE PATH PROJECT TITLE
ADAPTIVE PATH SERVICE DESIGN MAKING
PROCESS 13C.
Process 13c.
A journey

115. DATEADAPTIVE PATH PROJECT TITLE
PROCESS 17C.
source: http://upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Anatomia_xiv_secolo.jpg/897px-Anatomia_xiv_secolo.jpgADAPTIVE PATH SERVICE DESIGN MAKING

116. DATEADAPTIVE PATH PROJECT TITLE
ADAPTIVE PATH SERVICE DESIGN MAKING
PROCESS 13C.
Process 17c.
A continuous series of
actions meant to
accomplish some
result.

117. DATEADAPTIVE PATH PROJECT TITLE
PROCESS 20C.
source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpgADAPTIVE PATH SERVICE DESIGN MAKING

118. DATEADAPTIVE PATH PROJECT TITLE
ADAPTIVE PATH SERVICE DESIGN MAKING
PROCESS 13C.
Process 20c.
A sequence of interdependent
and linked procedures which,
at every stage, consume one
or more resources (employee
time, energy, money) to
convert inputs (data, material,
parts) into outputs. These
outputs then serve as inputs
for the next stage until a
known end result is reached.

119. DATEADAPTIVE PATH PROJECT TITLE
IRRATIONAL ENGAGEMENT
source: http://www.soundonsight.org/wp-content/uploads/2011/11/Brazil.jpgADAPTIVE PATH SERVICE DESIGN MAKING

120. DATEADAPTIVE PATH PROJECT TITLE
WHAT HAVE WE BUILT?
source: http://24.media.tumblr.com/tumblr_m970z4Gotv1qzcgluo1_1280.jpgADAPTIVE PATH SERVICE DESIGN MAKING

121. DATEADAPTIVE PATH PROJECT TITLE
MOVING BEYOND THE INDUSTRIAL MODEL
source: http://blog.washingtonpost.com/story-lab/assemblyline.jpgADAPTIVE PATH SERVICE DESIGN MAKING

122. DATEADAPTIVE PATH PROJECT TITLE
MOVING BEYOND THE INDUSTRIAL MODEL
Industrial Production
!
Tangible
Technology
Efficiency
Linear
Standards
!
!
Service Delivery
!
Intangible
Human-centered
Experience
Non-linear
Principles
!
!
ADAPTIVE PATH SERVICE DESIGN MAKING

123. DATEADAPTIVE PATH PROJECT TITLE
Journey
Process

124. http://2.bp.blogspot.com/-KZ0KVmJactI/Tpxbe9jnO9I/AAAAAAAAB24/QoB3_2S0jpI/s1600/IMG_9005.JPGADAPTIVE PATH SERVICE DESIGN MAKING
Experience
Magic

125. What do we make to help an
organization turn the ordinary
into the magical?

126. Exhibit I
StarKlard
execution time
2 minutes
Total
acceptable
execution time
5 minutes
Blueprint for a comer shoeshine
Brush
shoes
Faciiitating services
and products
Une of
vialblllty
Not seen
by customer
but necessary
to
perfonnance
Select
and purchase
supplies

127. !
!
!
Kevin L.,
Yelper
“Nothing nonverbally communicates
‘megaballer’ like sitting on a throne in the
Financial District and having the sh#$ shined
out of your shoes in front of everybody.”
ADAPTIVE PATH SERVICE DESIGN MAKING source: http://upload.wikimedia.org/wikipedia/commons/thumb/a/a7/San_Francisco_-_Famous_Wayne's_shoeshine_02.jpg

128. ADAPTIVE PATH SERVICE DESIGN MAKING source: http://blog.modernmechanix.com/mags/PopularScience/10-1937/shoe_shine_merry_go_round.jpg

129. http://www.jetsetzero.tv/wp-content/uploads/2009/07/P1010270.jpgADAPTIVE PATH SERVICE DESIGN MAKING

130. PATIENT
ACTIONS
PHYSICAL
EVIDENCE
ONSTAGE
CONTACT
PERSON
BACKSTAGE
CONTACT
PERSON
Debbie’s
Chart Cart
Records/
Database
System
Bin
System
Check
Vitals &
Ask Quest
Place in
Kassam
Bin
Meet Dr.
Kassam
Kassam
Gets Quick
Review
Take
Away
Chart
Process &
Check-out
Records/
Database
System
Dictation
Chart
Storage
System
Door Tag
System
See Other
Patients
SUPPORT
PROCESSES
Sign In
Front
Desk
Waiting
Room
Front
Desk
Front
Desk
Hallway Exam
Room
MRI &
Chart
Exam
Room
MRI &
Chart
Door Tag Waiting
Room
Check-out
Room
Waiting
Room
Line of Interaction
Line of Visibility
Responds Follow to
Exam Rm
Answer
Questions
Ask
Questions
Return
Door Tag
Check-out,
Pay, &
Leave
Check-in
Welcome
Get
Patient
Chart
See Other
Patients
Process
See Other
Patients
Brings
Door Tag
Back
Call
Patient
Grab
Door Tag
Escort to
Exam Rm
Chart in
To Be
Seen Bin
Write Rm
# on
Schedule
See Other
Patients
Grab
Chart
from Bin
Chart
Taken by
Staff
Check
Patient
Location
Check
Patient
Location
Schedule
System
Service Blueprint of Presby Neuro Clinic
? ? ? ? ?
Line of Internal Interaction
? ? ?
Wait Wait
Wait in
Exam Rm Wait Wait

131. DATEADAPTIVE PATH PROJECT TITLE
ADAPTIVE PATH SERVICE DESIGN MAKING
SERVICE BLUEPRINT
Service blueprinting
helps organizations
translate a service
experience vision
into operational reality.

132. Blueprint Building Blocks
SERVICE BLUEPRINTING
LINE OF VISIBILITY
CUSTOMER ACTIONS
TOUCHPOINTS
STAFF ACTIONS
BACK STAGE STAFF
SUPPORT PROCESSES
TIME
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

133. ADAPTIVE PATH | UXI
Example
SERVICE BLUEPRINTING
Customer
orders a
hamburger
Dinner menu
Server
records order
on Notepad
Order system
Customer
waits
Server enters
order into
system
Server
checks on
customer
Chef receives
order and
makes burger
Customer
asks for
water
Status
Conversation
Hamburger
ingredients
Server
delivers
hamburger
Chef delivers
hamburger to
server
Customer
receives
order
Hamburger
Notepad

134. ADAPTIVE PATH | UXI
Iteration
SERVICE BLUEPRINTING
Customer
orders a
hamburger
Dinner menu
Server
records order
on iPad
Customer
waits
Server
checks on
customer
Chef receives
order and
makes burger
Customer
asks for
water
Status
Conversation
Server
delivers
hamburger
Chef delivers
hamburger to
server
Customer
receives
order
Hamburger
Order system
iPad app
Hamburger
Ingredients

135. http://www.jetsetzero.tv/wp-content/uploads/2009/07/P1010270.jpgADAPTIVE PATH SERVICE DESIGN MAKING

136. Benefits of Blueprinting
→ Prototype of the future experience
Provides low fidelity version of the
service experience: great for ideation
Visualizes vision of the service
experience
→ Strategic tool for project planning
Helps see where and how existing and
future ideas fit with the envisioned
experience
→ Combination of customer experience
with an operational tool
Helps design and engineering speak the
same language
SERVICE BLUEPRINTING
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING

137. ADAPTIVE PATH | UXI
EXERCISE #3
Service
Blueprinting

138. Instructions
SERVICE BLUEPRINTING
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
→ 5 Minutes - Building off of your stories from the first two
exercises, choose a beginning and end point to blueprint
→ 25 Minutes - Blueprint your service
→ 10 Minutes - Act out your blueprint for another team and
get feedback
→ 15 Minutes - Refine your blueprint
→ 5 Minutes - Group Discussion

139. Tips
SERVICE BLUEPRINTING
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
→ Start with the visible experience. Architect the interactions
and flow between the customer and digital, static, and
human touchpoints
→ Then look backstage. What people, processes, and
technologies would support the experience.
→ Keep moving forward so you have time to iterate.
→ Acting or sketching can help you gut check if what your
blueprinting flows.

140. More Tips
SERVICE BLUEPRINTING
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING
→ Think of touchpoints as “something we’ll need to design”
→ Touchpoints can be people, static artifacts, or dynamic
artifacts
→ Customer actions = Verb (“walks into museum” or “views
instructional video”)
→ Don’t get too detailed at anyone step. Focus on flow and
connections
→ Front stage first; backstage second (this is not a hard rule)

141. DATEADAPTIVE PATH PROJECT TITLE
FINAL
THOUGHTS

142. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://foliovision.com/images/2012/10/Rodin-the-Thinker.jpg
Think

143. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://farm4.staticflickr.com/3013/2614466422_87da07eb78_o.jpg
Make

144. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpg
Stories

145. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://images3.wikia.nocookie.net/__cb20121027235942/disney/images/c/ce/Peterpan2-disneyscreencaps.com-5489.jpg
Believe

146. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://ko.fotopedia.com/items/flickr-157363377
Connections

147. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://ko.fotopedia.com/items/flickr-157363377
Waves

148. DATEADAPTIVE PATH PROJECT TITLE
GIANT CONFERENCE 2014 | SERVICE DESIGN MAKING source: http://flic.kr/p/fG56HY
More Human
Service
Experiences

149. 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
Patrick Quattlebaum
Managing Director
Evi K. Hui
Experience Designer
Noel Johnson
Senior Program Manager
Stephanie Wilson-Wagner
Client Partner
www.adaptivepath.com