SDN Saskatchewan Kick off Event
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The following slide deck was presented at the Saskatchewan chapter of the Service Design Network's kick off event in Regina, Saskatchewan. It provides a high level overview of service design, some insights into creating journey maps and an approach for design sprints.
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SDN Saskatchewan Kick off Event
- 1. Welcome to our kick-off event @SDNSask SDNSask.com
- 9. Email Online Banking Web Content Farm Mgmt Software Call Centre SEO Mobile Website Relationship Staff Social Media FCC Online Experience
- 11. Service Design
- 14. A shift to a services economy http://faculty.washington.edu/karyiu/confer/seoul06/papers/kim_hj.pdf
- 15. “We don’t think of the Kindle Fire as a tablet. We think of it as a service.” Jeff Bezos, CEO of Amazon
- 16. 80% of companies believe they deliver an outstanding or a superior customer experience. 8% of their customers agree. http://bain.com/bainweb/pdfs/cms/hotTopics/closingdeliverygap.pdf How’s that working for you?
- 17. $40 Billion Estimated dollars spent in the US advertising services $2 Billion Estimated dollars spent in the US designing those services http://www.adaptivepath.com/ideas/serious-service-sag/ I wonder why?
- 18. You’re doing it wrong
- 19. Design is too legit to quit
- 20. What is Service Design? Service Design is a method to deliver the best possible experience from the perspective of your user. Customer Service Provider Useful Usable Desirable Effective Efficient Distinctive
- 21. Experience Design Service Design Interaction Design A great experience between a person and a product A great experience across all touch points. A great experience across all touch points, while understanding and designing the ability to deliver for the long term.
- 22. Service designers come from all backgrounds Marketing UX Product Owners Strategy IT Research Design CX InnovationOperations Sales SD
- 24. Front stage / back stage Line of sight (Front stage) (Back stage) User experiences Internal elements of service delivery
- 25. Multiple touchpoints Physical Evidence Physical Evidence Front stage employee actions Back stage employee actions Support processes and IT LogisticsBack stage employee actions Image by Jesse Grimes – The challenges and opportunities of service design, 2013
- 26. Align the service with the journey
- 28. Design with people and for people
- 31. Use the information you already have
- 34. Service Blueprints • Documents what is required to make an experience a reality • Looks at the direct touchpoints / channels only • Considers the perspective of the user and the provider • Identifies pain points / opportunities for both the service user and the service provider
- 36. A tool for easy or complex environments
- 39. Design Research
- 40. More focus on needs and less focus on features
- 41. Design Research Design research informs us by… • Building empathy • Challenging biases • Understanding context • Discovering experiential and functional needs • Insight into behaviours • Uncovering new opportunities
- 43. Interviews Focus Groups Prototype Testing Card SortingService Intercepts Diaries Service Safaris / Observation / Shadowing Heuristic Evaluation Design research tools
- 44. Design research should look and listen for... • What triggered the use of the service? • What were her expectations? • What actions did she take? • How did she feel at different points in time? • What what was she thinking at specific moments? • What touchpoints did she interact with? • What people were involved? • What were the physical locations did actions take place? • What was her lasting impression?
- 45. Personas
- 46. Journey Mapping
- 47. TesaniDesign.com @tesanidesign @morganwadsworth Morgan Wadsworth Service Designer Business Experience Management Co-Owner Tesani Design
- 49. OR Why are journey maps relevant? Understand your customers
- 50. Why are journey maps relevant? It works for all audiences
- 51. Why are journey maps relevant? It fosters empathy for your customer
- 52. Why are journey maps relevant? Moments of truth
- 53. discovery The structure of a journey map purchase use supportstages actions others involved emotions pain points time 3 days 2 hours 17 days 1.5 hours opportunities
- 54. Prior to running the workshop ● Identify 4 - 8 customers or frontline staff for the workshop ● Review any qualitative research prior to the workshop ● Define one particular service experience to focus on ● Book and prepare the workshop space (wall space, good lighting, round tables, snacks and beverages) ● Gather Materials (plotter paper, sketch paper, a boat load of sticky notes, sharpies, dot stickers and tape) ● Prepare the structure of the journey (plotter paper, stages, and swimlanes)
- 55. Running the workshop ● Review the detailed scenario ● Introduce the structure and intent of the journey ma ● Start outside of your scenario… ● Have your participants write down their actions in a sequential manner ● Have someone assisting you ● Probe for the emotions (feeling, thinking) ● Include what you’ve learned in your research
- 56. Fidelity Lots of stickies...so now what?
- 57. It’s worth designing a great map
- 58. It’s worth designing a great map
- 59. It’s worth designing a great map
- 60. It’s worth designing a great map
- 61. It’s worth designing a great map
- 62. It’s worth designing a great map
- 63. It’s worth designing a great map
- 64. Why not process maps?
- 65. • An effective communications tool to gain alignment, empathy and clarity • Deep understanding of your service experience • Knowledge of channel / touchpoint preference and effectiveness • Insight into moments of truth, pain points and opportunities Journey map outcomes
- 67. HELLO! I am Trent Haus I’m UX designer and I love to build prototypes You can find me on twitter at @trenthaus www.trenthaus.com
- 68. What’s a Design Sprint?
- 70. Why run a design sprint? ▸ Quick and inexpensive ▸ Encourages innovation ▸ Encourages teamwork ▸ See the finished product and customer reactions before making expensive commitments ▸ Shortcut the process
- 71. What are the steps?
- 72. Who’s on the team? ▸ Stakeholder ▸ Team members ▸ Facilitator
- 73. 5 day schedule
- 74. No device rule
- 75. Meeting space ▸ Whiteboards ▸ Large open walls ▸ Natural light
- 76. Supplies ▸ Sticky notes ▸ Sharpie markers ▸ Butcher paper ▸ Giant easel pads ▸ Scissors ▸ Tape ▸ Dot stickers ▸ Timer ▸ Caffeine and snacks
- 77. MONDAY
- 78. Set a long term goal
- 79. Brainstorming ▸ Each participant writes notes and observations on stickies to be shared later
- 80. Find themes ▸ Work as a team to find themes and group them together
- 81. Prioritize ▸ Dot voting exercise ▸ Apply the top notes to the map
- 82. Make a decision
- 84. Lightning demos
- 86. TUESDAY
- 87. Sketch
- 88. Sketch alone ▸ Research ▸ Find inspiration ▸ Problem solve independently
- 90. WEDNESDAY
- 91. Discuss and critique sketches
- 93. Dot voting ▸ Allot 3 sticky dots to each participant ▸ Place them on the ideas they feel most positively about ▸ Tally the votes
- 94. THURSDAY
- 95. Prototyping Prototyping is practice for people who design and make things. When you prototype, you allow your design, product, or service to practice being itself. And as its maker, you learn more about your designs in this way than you ever could in any other way. Dave Gray, Xplane
- 96. Let’s prototype ▸ Give the team the day off ▸ UX designers get to work note: No UX Designer? Keynote or PowerPoint are also options
- 97. Prototyping mindset ▸ Low fidelity ▸ The prototype must appear real ▸ Use realistic content if you can ▸ Set expectations ▸ If you can't make it, fake it ▸ Iterate ▸ You can prototype anything
- 98. FRIDAY
- 99. Validate and user test ▸ Conduct a user study ▸ Take detailed notes ▸ Be prepared to refine and iterate based on user feedback
- 100. END OF SPRINT
- 101. CLOSING THOUGHTS
- 104. • We spend a significant time with ‘storytelling’ to our customers (marketing). • We need to take that approach and apply storytelling to gaining business support and alignment. • Your organization should FEEL what it's like to experience every touchpoint or what it could be like. Clearly define the future vision
- 105. Future State Journey/Experience Map
- 106. Future State Service Blueprint
- 108. Prototypes
- 109. Personas
- 110. Prioritization
- 111. Channel roadmap
- 112. A few thoughts on delivering great experiences • An excellent experience is 90% nailing the basics and 10% magic moments. • Fixing irritations for customers is not sexy but addressing them add up to a very big impact over time. • Improvements that are small can be key to delivering a great experience (forms, instructions). • Don’t forget to consider the journey before and after your customer uses your service.
- 113. Tips / thoughts for adopting service design • Transitioning to an ‘outside-in’ organization will be tough. • It’s critical to have senior leadership on board. If you don’t, control what you can control. • Start with a small project to demonstrate its value while developing your skills and approach. • Develop experience principles. Make them memorable and gain alignment throughout. • Ignore silos and be relentlessly collaborative. • Involve key stakeholders in the research phase.
- 114. Tips / thoughts for adopting service design • Make improvements part of BAU. Don’t wait for special projects. • Educate within about service design to create ambassadors and speak a common language. • Establish reliable sources for customer insights. • Take the time to map out key customer journeys and share what you’ve learned. • Focus on the easier solutions first.
- 115. So what’s the plan for SDN Sask? • Dig deeper into specific tactics / tools • Share case studies • Share information on the web • Take on a project or work