1.
Jennifer Briselli
SVP, Experience Strategy & Service Design
Applying Service Design To Improve The
Employee Experience… and Everyone Else’s Too
@jbriselli
jbriselli@madpow.com

2.
Q: How can organizations better
understand and solve their employees’
unmet needs in a way that improves
customer experiences and business
outcomes too?

3.
A: Service Design

4.
“”
Everyone designs who devises
courses of action aimed at
changing existing situations
into preferred ones.
Herbert Simon

5.
TEST
PROTOTYPE
IDEATE
DEFINE
EMPATHIZE

6.
Empathy

7.
UNDERSTAND EMPLOYEES AS HUMANS

8.
UNDERSTAND HOW CONTEXT IMPACTS BEHAVIOR

9.
UNDERSTAND TRIGGERS, MOTIVATORS, BARRIERS

10.
Involving the people we’re serving
through design as participants in the
process.
Participatory Design:

11.
“Participatory design methods, especially
generative or ‘making’ activities, provide a design
language for non designers (future users) to imagine
and express their own ideas for how they want to
live, work, and play in the future.”
Liz Sanders
Participatory Design:

12.
Generative methods uncover latent needs.
Image: Liz Sanders

13.
One one hand:
“Performances. Choreographed interactions, manufactured at the point of delivery,
forming a process and co-producing value, utility, satisfaction, and delight in
response to human needs.”
One the other hand:
“Activities or events in a service process become a product, through interactions
with designed elements or resources, from representatives of the organization,
brand, customer, and mediating technology.”
What is “Service Design” anyway?

14.
“The ultimate purpose of service design is to
give people the information and tools needed
to act, according to their own wishes and
needs.”
Richard Buchanan
What is “Service Design” anyway?

15.
(Stage)
Customer Experience
(Audience)
Customers
(Ticket Office)
Marketing and
Awareness
(Back Stage)
Invisible Supporting
Elements

16.
The items, elements, actions and
touchpoints that are customer-facing.
Designed to be seen by the end-
user/patient/consumer.
Usually reflect a single brand even
when composed of multiple parts.
Support each other as they make up
a total user experience.
FRONT STAGE

17.
BACK STAGE
The items, elements, actions and
touchpoints that are behind the
scenes, invisible to customers.
Designed to support operations,
staff, and the elements that
create a customer experience.
Support each other as they
relate to a system, process, or
business model.

18.
THE DESIGNED EXPERIENCE
Everything your audience should see, feel,
hear, touch, and interact with (think omni-
channel) exists “on stage.”
People
Artifacts
Environment
Process

19.
(Stage)
Customer Experience
(Audience)
Customers
(Ticket Office)
Marketing and
Awareness
(Back Stage)
Invisible Supporting
Elements

20.
(Stage)
Customer Experience
(Audience)
Customers
(Ticket Office)
Marketing and
Awareness
(Back Stage)
Invisible Supporting
Elements

21.
MAPS & BLUEPRINTS HELP US DEFINE AN EXPERIENCE VISION
Journey Maps & Service Blueprints help us understand
how customers’ needs, feelings, and activities vary over
time, and allow us to identify gaps, pain points, and
opportunities…

22.
Scenarios, life events

23.
MAPS & BLUEPRINTS HELP US ALIGN TEAMS & PROCESSES
Experience
Opportunities
Communication
Opportunities
Customer Actions
Service Provider
Actions

24.
SERVICE DESIGN THINKING IN ACTION
DISCOVER SYNTHESIZE GENERATE FOCUS
diverge on needs &
assets converge on opportunities diverge on ideas
converge on solutions
Adapted from “Double Diamond Model of Product Definition and Design” from UK Design Council

25.
EXAMPLE: EMPOWERING VACCINATION CONVERSATIONS

26.
EXAMPLE: SUPPORTING EMPLOYEES’ FINANCIAL WELLBEING

27.
EXAMPLE: IMPROVING CUSTOMER SERVICE REPS’ TOOLS

28.
SUPPORTING IT PROFESSIONALS

29.
“”
Everyone designs who
devises courses of action
aimed at changing existing
situations into preferred ones.
Herbert Simon

30.
Everyone designs.

31.
Jennifer Briselli
SVP, Experience Strategy & Service Design
Thanks!
@jbriselli
jbriselli@madpow.com