Challis Hodge | challis@collide.agency
February 3, 2016
Evolu0on of Design &
Service Design Thinking.

Challis Hodge
Founder & CEO
COLLIDE | Purpose-Driven Experiences.
Two decades designing human-centered products, services and
experiences that improve lives and grow businesses.
COLLIDE | Purpose-Driven Experiences. Copyright © 2016

Topics.
Why Should I Care About Service Design?
How and Why Has Design Evolved?
How Did That Evolu0on Lead to Service Design?
And, What is Service Design Anyway?

Why all the buzz about
Service Design?

By AMANDA COX, CHARLES DUHIGG, XAQUÍN G.V., MIKA GRÖNDAHL, HAEYOUN PARK, GRAHAM ROBERTS, KARL RUSSELL
hp://www.ny_mes.com/interac_ve/2012/01/20/business/the-iphone-economy.html
From Manufacturing to Services.

Services make
up 63.5% of the
World’s GDP.
77.7%
Central Intelligence Agency The World Factbook 2014
COLLIDE | Purpose-Driven Experiences. Copyright © 2016

Services Design is the ac0vity of planning
and organizing people, infrastructure,
communica0on and material components
of a service in order to improve its quality
and the interac0on between service
provider and customers.

Financials Services.
Insurance.
Healthcare.
Retail.
Automo0ve.
Government.
Educa0on.
INDUSTRIES.

COLLIDE | Purpose-Driven Experiences. Copyright © 2016
How did we get here?

COLLIDE | Purpose-Driven Experiences. Copyright © 2016
Design Has Evolved.

Marke0ng of Design.
Increased Business Demand.
Natural Evolu0on of Skills.
COLLIDE | Purpose-Driven Experiences. Copyright © 2016

User
Experience
Customer
Experience
Design Thinking
Service Design
Thinking
Service
Design
Canvases Jobs to do
Innova0on
Insights
Empathic
Insights
Omnichannel
Big D
Design

cjonline.com/sites/default/files/imagecache/superphoto/12555296.jpg
BUSINESS
WASN’T
READY.

Gap!
Time
Understanding
Technology
People
Marc Refg, HannaHodge, 1998
COLLIDE | Purpose-Driven Experiences. Copyright © 2016

COLLIDE | Purpose-Driven Experiences. Copyright © 2016
Efficiency
Time
IA
UI
UX
SD
IxD
Core
Design

COLLIDE | Purpose-Driven Experiences. Copyright © 2016
Evolu0on of Design.

Products & Experiences.
COLLIDE | Purpose-Driven Experiences. Copyright © 2016

Cohesive Touch points.
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Consistent Customer Journeys.
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Aligned Organiza0ons.
COLLIDE | Purpose-Driven Experiences. Copyright © 2016

Design the Journey
Design the Delivery
COLLIDE | Purpose-Driven Experiences. Copyright © 2016

Service Design.

Service Design.
Management
Product
Marke_ng
Sales
Retail
Customer Service
Customer
Customer Service
Retail
Sales
Marke_ng
Product
Management
Align an organiza+on to deliver a holis+c Customer Experience.
COLLIDE | Purpose-Driven Experiences. Copyright © 2016

Research
Facilitate
Strategize
Innovate
Collaborate
Architect
Design
Prototype
Test
Plan
Manage Change
WHAT
SERVICE
DESIGNERS
DO.

The Squiggle Damien Newman
Process.

00
Align
04
Realize
01
Understand
02
Synthesize
03
Design
Service Design Process.
User-Centered
The op_mal customer
experience must be the goal.
Service should be viewed
through the customers’ eyes.
Co-Crea0ve
The en_re organiza_on must
be aligned. All stakeholders
should be included in the
process.
Holis0c
The en_re environment must
be considered. Results should
include customer journey and
organiza_onal delivery.
COLLIDE | Purpose-Driven Experiences. Copyright © 2016

COLLIDE | Purpose-Driven Experiences. Copyright © 2016
Design the Journey
(Who & What)
Design the Delivery
(How & When)
Understand Business Understand Customer
Manage Change Measure & Refine

Who: Personas
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Photo
Name
Title
Company/Industry
Role/Responsibility
Gender
Age
Educa_on
Salary/Household Income
Loca_on
Family
Key Quote
Narra_ve Descrip_on
Goals (Accomplish)
Challenges (Overcome)
Likes & Dislikes
Values & Fears
Cultural
Technology
Behaviors
Scenarios
Persona Name
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developertodesigner.wordpress.com/2014/07/17/monthly-gold-persona-inspira_on www.chezluc.com

graphicbanner204.blogspot.com/2013/11/business-card-design-by-wwwkellimarieme.html www.flickr.com/photos/hmakwana/4842329339

What: Customer Journey
COLLIDE | Purpose-Driven Experiences. Copyright © 2016

Stages
Doing
Goals
Opportuni_es
Thinking
Feeling
Experience
Customer Journey Map
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hp://www.uxmaers.com/mt/archives/2011/09/images/Effec_veUIJourneyMapExample.jpg

hp://advenio.es/disena-la-experiencia-del-cliente-customer-journey-map/

hp://blogs.aaslh.org/wp-content/uploads/sites/23/2014/03/customer-journey-map-exploratorium.png

How: Service Blueprint
COLLIDE | Purpose-Driven Experiences. Copyright © 2016

Customer
Ac_ons
Support
Processes
Back Stage
Interac_ons
Front Stage
Interac_ons
Physical
Evidence
Line of Interac_on
Line of Internal
Interac_on
Line of Visibility
Service Blueprint
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hps://real_meboard.com/app/board/29616795/

hp://marionferrec.com/Medipass-interna_onal-assistance

hp://media-cache-ak0.pinimg.com/originals/9c/13/60/9c13606997b989bd7f2dab81387a4f11.jpg

When: Service Roadmap
COLLIDE | Purpose-Driven Experiences. Copyright © 2016

Q1 Q2 Q3 Q4
Service Roadmap
COLLIDE | Purpose-Driven Experiences. Copyright © 2016
Ac_vity to be completed
Ac_vity to be completed
Ac_vity to be completed
Ac_vity to be completed
Ac_vity to be completed Ac_vity to be completed
Ac_vity to be completed
Ac_vity to be completed Ac_vity to be completed Ac_vity to be completed
Ac_vity to be completed
Ac_vity to be completed
Ac_vity to be completed
Ac_vity to be…
Ac_vity to be completed
Ac_vity to be completed
Ac_vity to be…
Work
Stream
Work
Stream
Work
Stream
Work
Stream
KPIs
Metrics

1. Understand business, customer & service ecosystem.
2. Design preliminary Personas.
3. Conduct internal Customer Journey workshop.
4. Research to validate Personas & Customer Journey.
5. Design op0mal Customer Journey.
6. Audit internal Service Delivery.
7. Design op0mal Service Blueprint.
8. Prototype & Test Service Delivery processes, experiences, etc.
9. Plan & Priori0ze Service Roadmap.
10. Define Implementa0on & Change Management process.
11. Measure results & refine.
Example Service Design Engagement.
COLLIDE | Purpose-Driven Experiences. Copyright © 2016

COLLIDE | Purpose-Driven Experiences. Copyright © 2016
Design the Journey
(Who & What)
Design the Delivery
(How & When)
Understand Business Understand Customer
Manage Change Measure & Refine

Challis Hodge
Founder & CEO
challis@collide.agency
www.collide.agency
Thank you.