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Demystifying service design | O'Reilly 2016

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Service design is a growing focus, and businesses large and small are trying to integrate it into both their design practice and business culture. An organization must learn what service design is and at the same time be inspired to adapt the way they work to implement service design best practices. While the changes required by service design seem like they would be rooted in design and user experience, it turns out that introducing service design into complex organizations is a business endeavor as much as it is a product and design one.

To be successful in building service design capacity, a business must first illustrate why it is valuable to the organization, how it benefits the customer, and what exactly “doing service design” means in a place that hasn’t done it before. Erik Flowers discusses building service design capacity at Intuit, blending the story of how it was implemented with practical insights into what has succeeded, what has failed, and how the company has grown along the way.

Publié dans : Design
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Demystifying service design | O'Reilly 2016

  1. 1. Erik Flowers – @Erik_UX January 21, 2016 - O’Reilly Design Conference Demystifying Service Design #OReillyDesign #IntuitDesign #DesignForDelight
  2. 2. Design.
  3. 3. Service.
  4. 4. Design.Service.
  5. 5. Design.Service
  6. 6. Product & Service
  7. 7. The lines between hardware, software, and services are blurred or are disappearing.
 
 –TimCook,CEO,Apple BloombergBusiness9/14
  8. 8. Designing for Service
  9. 9. What does it mean to serve? Perform, provide. Facilitate, enable, assist. Over a period time.
  10. 10. Customer Benefit End-to-end experiences that are frictionless, cohesive, and designed from the customer point of view.
  11. 11. Organization Benefit Improving our underlying support structures, employee experiences, and end-to-end understanding.
  12. 12. Designing for Service The practical application of design to ensure successful delivery of the customer & organizational benefits.
  13. 13. Setting the Stage
  14. 14. Backstage Front Stage - Visible to Customer Channels, products, actors, touchpoints, interfaces, interactions, conversations… Back Stage - Not Visible to Customer Processes, policies, actors, systems, technology, infrastructures… …not visible, but felt.
  15. 15. Behind the Scenes Guiding principles, internal constraints, regulations, legal requirements, organizational structures, business culture…
  16. 16. Backstage Frontstage Our Behind the Scenes Customer’s Behind the Scenes
  17. 17. You don’t have to be a “service provider” to design for service.
  18. 18. To serve is human & service is being human.
  19. 19. A Human Experience
  20. 20. Deconstructing the Stage
  21. 21. Touchpoint A point of interaction between the customer and the service.
  22. 22. Ecosystem The touchpoints that are available for a customer to experience.
  23. 23. Channels The mediums in which touchpoint interactions take place.
  24. 24. Customers design their experience each and every time.
  25. 25. We only set the stage in service of the customer’s journey.
  26. 26. We act in service of the customer’s needs. Designing for service is how we ensure successful delivery.
  27. 27. Let’s Get Practical
  28. 28. We serve the self employed and small business owners of the world.
  29. 29. The Practical Project Process
 1. Define opportunity space 2. Service Blueprinting 3. Identify strategic & tactical fixes 4. Service design to take ACTION
  30. 30. 1. The Opportunity Space
 Customer Billing. A true ecosystem spanning customer experience. 20% of support volume. 20%
  31. 31. The Vision 
 “A great billing experience is a key element of the end-to-end QuickBooks experience.”
  32. 32. “Billing” Impersonal. Internally focused. Mechanical.
  33. 33. Our customer’s subscription is an ongoing relationship that gives access to what helps make them successful, and let’s us ensure we can continue to act in service to them.
  34. 34. Seeing the Subscription “Stage”
  35. 35. Customer relationship architecture artifact removed. Confidential info, sorry :( visit www.practicalservicedesign.com to see public template!
  36. 36. Cross silo, ecosystem spanning chain of events over time.
  37. 37. Nail the basics Find the biggest potential for overlap of irritation, pain, and failure.
  38. 38. Blueprinting the Complete Picture
 Unlock the front stage, back stage, and behind the scenes.
  39. 39. Practical Service Blueprinting Co-created process that uncovers true end-to-end, surface-to-core reality of a customer experience…
  40. 40. Practical Service Blueprinting …and the reality of the internal organization experience and structure.
  41. 41. Holistically Organized The gathered team represents the holistic service, not the internal structure.
  42. 42. End to End Service blueprint artifact removed. Confidential info, sorry :( visit www.practicalservicedesign.com to see public template!
  43. 43. End to End Surface to Core Service blueprint artifact removed. Confidential info, sorry :( visit www.practicalservicedesign.com to see public template!
  44. 44. Actors Systems Stakeholders Observations & Facts Data Callouts & Metrics Policies Unknowns Critical Moments, Irritations & Failures Ideas, a-ha’s, opportunities
  45. 45. Backstage Front Stage - Visible to Customer Marketing. Sign up. Emails. QuickBooks itself. Account Mgmt. Customer care… Back Stage - Not Visible to Customer Tech stacks. API. UI patterns. Content management. Care agent processes…
  46. 46. Behind the Scenes Finance & pricing policies. Lineup definitions. Legal requirements. Product roadmaps. Support data. Leadership vision. Competitive insights.
  47. 47. The Practical Service Blueprint It’s not the view of how it was designed, it’s the view of how it was delivered.
  48. 48. Strategic Themes and Tactical Fixes
 Shifting the vision vs. just go do it
  49. 49. End to End Surface to Core Service blueprint artifact removed. Confidential info, sorry :( visit www.practicalservicedesign.com to see public template!
  50. 50. Root Cause Analysis & Remediation
 Deep dive into service blueprints to find the true upstream and downstream cause and effect.
  51. 51. Strategy vs. Tactics
 Tactical “just go do” items. Strategic themes that will need vision shifts.
  52. 52. Home
 Page Product
 Selection Sign Up First Use Product Recommendation QuickBooks
 Dashboard Subscribe Now Account
 Management Correspondence Care “Start Trial” as primary CTA Include price summary in product selection brought forward before product selection in trial flow no changes Persistent trial indicator. Detailed organization and pricing info. Pricing Summary Similar design to Subscribe Now. Emails with design components as product New help 
 content on subscriptions 3.1 3.2 3.2 3.3 3.4 3.5 Recommendation during FTU setup. Similar design to 
 Subscribe Now.
  53. 53. OnlineAdvertising Prices,ads,promotions quickbooks.com Brand, prices,ads, promotions,lineup, signups FirstUse Selection,features,trial features,promotion Product Bundledfeatures,optin/ out,trialtobuy,fundability Acct.Mgmt. Paymentsource, upgrade,downgrade, cancel Care Agents, scripts, knowledgebase, self- help,IVR Comm. Brand, content,tone,voice, frequency,consolidation Finance Policies,prices, promotions,rules, projectiongoals Home
 Page Product
 Selection Sign Up First Use Product Recommendation QuickBooks
 Dashboard Subscribe Now Account
 Management Correspondence Care 3.1 3.2 3.2 3.3 3.4 3.5
  54. 54. Action Thinking end-to-end vs. acting end-to-end.
  55. 55. Home
 Page Product
 Selection Sign Up First Use Product Recommendation QuickBooks
 Dashboard Subscribe Now Account
 Management Correspondence Care “Start Trial” as primary CTA Include price summary in product selection brought forward before product selection in trial flow no changes Persistent trial indicator. Detailed organization and pricing info. Pricing Summary Similar design to Subscribe Now. Emails with design components as product New help 
 content on subscriptions 3.1 3.2 3.2 3.3 3.4 3.5 Recommendation during FTU setup. Similar design to 
 Subscribe Now.
  56. 56. Activates the Organization Customer backed Visceral shared artifact Silo-busting co-creation “First time seeing it end-to-end” Actionable insights in matter of hours
  57. 57. Can you see all the stages you have set?
  58. 58. Can you see all the stages you have set?
  59. 59. Can you see all the stages you have set?
  60. 60. Can you see all the stages you have set?
  61. 61. Predictions & Provocations
  62. 62. The medium of your brand will become irrelevant. The only thing customer’s will attach to your name will be the service you provide them.
  63. 63. Touchpoint design will not be enough to differentiate. Differentiation will come through the relationship you have with your customers and how you serve over time.
  64. 64. Holistic experiences require holistic organizations. What you produce mirrors how you are organized. Cross-silo coordination will be the key to delivering outcomes.
  65. 65. Customers adopt more fluid expectations. They will expect quality services to feel the same across categories and contexts.
  66. 66. Employee experience will become a design priority. Design thinking will be applied to how experiences are produced and services delivered internally.
  67. 67. Building service design capacity will be essential. Service design is a much needed tool for companies to better design and deliver exceptional customer experiences.
  68. 68. To Act in Service
  69. 69. Remember…
  70. 70. What you make is not who you are.
  71. 71. What you provide is not who you are.
  72. 72. Your branding is not who you are.
  73. 73. How you serve is who you are.
  74. 74. How you serve is who you are.
  75. 75. Thank you.
  76. 76. Would you like to know more? Join the Service Design Slack (450+ members!)
 www.practicalservicedesign.com/community Get the “Practical Service Blueprinting” ebook
 www.practicalservicedesign.com/the-guide Thank you! Follow @Erik_UX #OReillyDesign #IntuitDesign #DesignForDelight

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