brightspot service design workshop

Designing Customer Experience
(an intro to service design)

General Assembly
Thursday Feb 2, 2012
Elliot Felix, brightspot strategy

©brightspot strategy 2011. All Rights Reserved (except as otherwise noted).

workshop introduction

©brightspot strategy 2012. All Rights Reserved. Service Design Workshop 2

about brightspot
Brightspot creates strategies for
work and learning experiences that
enable people and organizations to
thrive – strategies that improve
space, services, and culture.


objective
Objective: Learn the service design mindset and toolkit so
that you can improve the experience of your customers.

In this workshop you will learn:

•  An overview of Service Design mindset and toolkit

•  Case studies of Service Design in action

•  Instruction on and experience with how to use core
Service Design tools

•  Useful references and resources


agenda

10:00 to 10:30am Session / Service Design Intro

10:30 to 11:00am Visioning

11:00 to 11:30am Personas

11:30 to 11:45am break

11:45 to 12:15pm Journey Mapping

12:15 to 12:45pm Service Blueprinting

12:45 to 1:15pm Prototyping

1:15 to 1:30pm break

1:30 to 2:00pm Q & A and Wrap-up


some examples


compare customer experiences

Jetblue Southwest

vs.

Flickr Doug Letterman Flickr TheeErin



RadioShack Apple Store

vs.

Flickr Bekathwia Flickr Tanzen80



Google Yahoo

vs.

Flickr TheeErin



Zipcar Hold On

vs.

Flickr TheeErin


service design introduction


six shifts
new cultural, economic, technological, and environmental views
are creating five shifts in how people live, learn, work and play.

mobility
mobility self-service integration

customization sharing participation


design as support
To respond to shifts in mobility, collaboration, personalization,
participation, & sharing, the role of design moves from delivering
something people use to continuously supporting use.

design as delivery design as support


service design
Service design is: “the application of design approaches and
methods to immaterial products in order to create solutions
that are useful, useable, and desirable from the user
perspective and are efficient, effective, and different from the
provider prospective.“
– Prof. Birgit Mager, Köln International School of Design

The 5 principles of service design thinking
1.  user-centered
2.  co-created
3.  sequencing
4.  evidencing
5.  holistic
- Mark Stickdorn and Jakob Schneider,
authors of This is Service Design Thinking


service design process and tools
Service design is a way of thinking and a process for designing the
service interactions between people, information, technology, furniture,
and spaces so that they are usable, useful, desirable, and effective.


visioning


headlines exercise
Imagine your new service is launching tomorrow and is
going to make headlines! What would the “headline”
say? In what medium / publication?


best-worst exercise
Reflecting on what we’re your best and worst service
experiences to generate a list of important factors

best worst


keywords exercise
Listing the keywords that might describe the current service
philosophy – and then the future philosophy

sample
keywords

expert
surprising
the
extra
mile

eﬀec.ve

eﬃcient
where
you
need
us
fun

just-‐in-‐.me
easy
to
use

24
/
7/
365

what
you
need,
when
you
need
it

wherever
you
are

proac.ve

on-‐demand
personal

superior


personas


personas
Synthesizing what you know about your users into a set of
personas that represent different prototypical users’
motivations, behaviors, and expectations (30mins)
Name:
Think
of
a
name
for
your
persona

Demographics:
Describe
your
character
-‐
age,
aﬄia.on/
status,
home
loca.on,
etc

Movitva3ons:
What
drives
this
person?
What
are
his/
her
goals?

Behaviors:
How
and
where
does
he/she
spend
their

.me?
With
whom?
Doing
what?

Expecta3ons:
What
does
he/she
expect
from
you
in

your
spaces/services?

Resources:

What
are
the
resources
that
he/she

relies
on
to
get
things
done?
Which
are

his/her
own
vs.
those
you
provide?

Other:
What
other
factors
describe
this
persons

needs
and
aspira.ons
not
otherwise

captured?


journey mapping


journey mapping
Representing of how a persona would use / move through a
space and/or service, describing the “touchpoints” where they
interact and need support (30mins)

Example:
A recent hotel stay
which started via
Groupon

Key concepts:
1.  time: pre-service, service, post-service
2.  Identifying touchpoints

Customer Journey Map

Pre-Service Service… Post-Service

Activities Touchpoint…

Environment

Interactions

Objects

Users


journey map example

(5Es Framework by Conifer Research)


service blueprinting


service blueprinting
Documenting how you wish to deliver a service/space, providing
direction on front-line staff actions, behind-the-scenes staff, and
support systems/infrastructure for each service channel (30mins)

Example:
Blueprint from
service design
workshop

Key concepts:
1. Connecting, Front, Back, and Systems
2. Understand delivery across channels


service blueprint example


prototyping


prototyping
Setting up pilots or experiments to test and refine blueprint
concepts, answer questions, gather feedback, and ready your
users for potential new spaces and services (30mins)

Hypothesis:
What
ques.on
are
you
answering?

Users:
Who
is
it
for?

Loca3on:
Where
it
is
happening?

Dura3on:
For
how
long?

Tasks:
How
are
you
going
to
do
it?

Staﬃng:
Who
is
doing

it
in
terms
of
staﬀ?

Assessment
How
are
you
going
to
evaluate
it?


wrap-up and Q & A
Conclusions from the day and how you can get started (30mins)


thank you!

Elliot Felix
@elliotfelix
elliot@brightspotstrategy.com
www.brightspotstrategy.com
@brightspotter

brightspot service design workshop

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