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Jennifer Briselli
SVP, Experience Strategy & Service Design
Applying Service Design To Improve The
Employee Experience… an...
Q: How can organizations better
understand and solve their employees’
unmet needs in a way that improves
customer experien...
A: Service Design
“”
Everyone designs who devises
courses of action aimed at
changing existing situations
into preferred ones.
Herbert Simon
TEST
PROTOTYPE
IDEATE
DEFINE
EMPATHIZE
Empathy
UNDERSTAND EMPLOYEES AS HUMANS
UNDERSTAND HOW CONTEXT IMPACTS BEHAVIOR
UNDERSTAND TRIGGERS, MOTIVATORS, BARRIERS
Involving the people we’re serving
through design as participants in the
process.
Participatory Design:
“Participatory design methods, especially
generative or ‘making’ activities, provide a design
language for non designers (...
Generative methods uncover latent needs.
Image: Liz Sanders
One one hand:
“Performances. Choreographed interactions, manufactured at the point of delivery,
forming a process and co-p...
“The ultimate purpose of service design is to
give people the information and tools needed
to act, according to their own ...
(Stage)
Customer Experience
(Audience)
Customers
(Ticket Office)
Marketing and
Awareness
(Back Stage)
Invisible Supporting...
The items, elements, actions and
touchpoints that are customer-facing.
Designed to be seen by the end-
user/patient/consum...
BACK STAGE
The items, elements, actions and
touchpoints that are behind the
scenes, invisible to customers.
Designed to su...
THE DESIGNED EXPERIENCE
Everything your audience should see, feel,
hear, touch, and interact with (think omni-
channel) ex...
(Stage)
Customer Experience
(Audience)
Customers
(Ticket Office)
Marketing and
Awareness
(Back Stage)
Invisible Supporting...
(Stage)
Customer Experience
(Audience)
Customers
(Ticket Office)
Marketing and
Awareness
(Back Stage)
Invisible Supporting...
MAPS & BLUEPRINTS HELP US DEFINE AN EXPERIENCE VISION
Journey Maps & Service Blueprints help us understand
how customers’ ...
Scenarios, life events
MAPS & BLUEPRINTS HELP US ALIGN TEAMS & PROCESSES
Experience
Opportunities
Communication
Opportunities
Customer Actions
Se...
SERVICE DESIGN THINKING IN ACTION
DISCOVER SYNTHESIZE GENERATE FOCUS
diverge on needs &
assets converge on opportunities d...
EXAMPLE: EMPOWERING VACCINATION CONVERSATIONS
EXAMPLE: SUPPORTING EMPLOYEES’ FINANCIAL WELLBEING
EXAMPLE: IMPROVING CUSTOMER SERVICE REPS’ TOOLS
SUPPORTING IT PROFESSIONALS
“”
Everyone designs who
devises courses of action
aimed at changing existing
situations into preferred ones.
Herbert Simon
Everyone designs.
Jennifer Briselli
SVP, Experience Strategy & Service Design
Thanks!
@jbriselli
jbriselli@madpow.com
Let’s Get Meta: Applying Service Design To Improve Employee Experiences… and Everyone Else’s Too
Let’s Get Meta: Applying Service Design To Improve Employee Experiences… and Everyone Else’s Too
Let’s Get Meta: Applying Service Design To Improve Employee Experiences… and Everyone Else’s Too
Let’s Get Meta: Applying Service Design To Improve Employee Experiences… and Everyone Else’s Too
Let’s Get Meta: Applying Service Design To Improve Employee Experiences… and Everyone Else’s Too
Let’s Get Meta: Applying Service Design To Improve Employee Experiences… and Everyone Else’s Too
Let’s Get Meta: Applying Service Design To Improve Employee Experiences… and Everyone Else’s Too
Let’s Get Meta: Applying Service Design To Improve Employee Experiences… and Everyone Else’s Too
Let’s Get Meta: Applying Service Design To Improve Employee Experiences… and Everyone Else’s Too
Let’s Get Meta: Applying Service Design To Improve Employee Experiences… and Everyone Else’s Too
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Let’s Get Meta: Applying Service Design To Improve Employee Experiences… and Everyone Else’s Too

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Love it or hate it, people spend most of their lives working. Those working hours include behaviors, tasks, and, interactions that all add up to… experiences… and how well the employee experience is designed can have far reaching impacts on the delivery of products and services to customers. As the world embraces human centered design and focuses more and more on the importance of thoughtfully designed customer experiences, we must not lose sight of the other humans in our experience ecosystem, (not just the ones paying for a product or service). Employee experience is more than just physical environments and HR benefits – it’s about understanding the unique needs of people who mediate the experiences of others, whether through direct interaction with customers or behind the scenes roles with downstream effects. Thankfully, the very tools that help us design and deliver exceptional experiences for customers also help us understand and support the employees within an organization.

Join this webinar to learn more about service design, and how grounding your customer engagement strategies in service design methods can provide uniquely powerful aids to improve employee experience– retaining talent, scaling operational efficiencies, and ultimately empowering your employees to deliver better customer experiences in turn.

Presented by Jen Briselli, Mad*Pow SVP Experience Strategy & Service Design

Publié dans : Design
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Let’s Get Meta: Applying Service Design To Improve Employee Experiences… and Everyone Else’s Too

  1. 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. 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. 3. A: Service Design
  4. 4. “” Everyone designs who devises courses of action aimed at changing existing situations into preferred ones. Herbert Simon
  5. 5. TEST PROTOTYPE IDEATE DEFINE EMPATHIZE
  6. 6. Empathy
  7. 7. UNDERSTAND EMPLOYEES AS HUMANS
  8. 8. UNDERSTAND HOW CONTEXT IMPACTS BEHAVIOR
  9. 9. UNDERSTAND TRIGGERS, MOTIVATORS, BARRIERS
  10. 10. Involving the people we’re serving through design as participants in the process. Participatory Design:
  11. 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. 12. Generative methods uncover latent needs. Image: Liz Sanders
  13. 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. 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. 15. (Stage) Customer Experience (Audience) Customers (Ticket Office) Marketing and Awareness (Back Stage) Invisible Supporting Elements
  16. 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. 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. 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. 19. (Stage) Customer Experience (Audience) Customers (Ticket Office) Marketing and Awareness (Back Stage) Invisible Supporting Elements
  20. 20. (Stage) Customer Experience (Audience) Customers (Ticket Office) Marketing and Awareness (Back Stage) Invisible Supporting Elements
  21. 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. 22. Scenarios, life events
  23. 23. MAPS & BLUEPRINTS HELP US ALIGN TEAMS & PROCESSES Experience Opportunities Communication Opportunities Customer Actions Service Provider Actions
  24. 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. 25. EXAMPLE: EMPOWERING VACCINATION CONVERSATIONS
  26. 26. EXAMPLE: SUPPORTING EMPLOYEES’ FINANCIAL WELLBEING
  27. 27. EXAMPLE: IMPROVING CUSTOMER SERVICE REPS’ TOOLS
  28. 28. SUPPORTING IT PROFESSIONALS
  29. 29. “” Everyone designs who devises courses of action aimed at changing existing situations into preferred ones. Herbert Simon
  30. 30. Everyone designs.
  31. 31. Jennifer Briselli SVP, Experience Strategy & Service Design Thanks! @jbriselli jbriselli@madpow.com

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