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USER-ORIENTED NEWS             Corinna ShermanInformation Design & Rhetoric, Spring 2010
The nature of services• Unlike physical products, services are  dynamic.• Each critical interaction between the  customer ...
Service blueprinting• A method introduced in 1984 by  CitiBank executive G. Lynn Shostack• Created to help managers design...
Exploring audience              customer              support              news provider              local vendor
Exploring audience              customer              support              news provider              local vendor
Exploring audience              customer              support              news provider              local vendor
Exploring audience              customer              support              news provider              local vendor
Exploring audience              customer              support              news provider              local vendor
A customer focus“...the focus shifts from looking atepisodes, to thinking about journeys:how all the touchpoints and chann...
Blueprint concept
Blueprint iteration
Wait.
Wait.What do consumers really care about?
Wait.What do consumers really care about?    Not details of service design!
Remember the  audience
User-centered interfaces te*         Wo$tiqu$                :ilffiH. +#e         lk6rti^{,?:*ffi F stt*t  ,#u        Fkn*...
Digital iteration
Refinement
References• Parker, S., Heapy, J. The Journey to the  Interface: How public service design  can connect users to reform. D...
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  1. 1. USER-ORIENTED NEWS Corinna ShermanInformation Design & Rhetoric, Spring 2010
  2. 2. The nature of services• Unlike physical products, services are dynamic.• Each critical interaction between the customer and the tangible things that shape the service experience is a touchpoint.• A service journey is a series of touchpoints that take place over time
  3. 3. Service blueprinting• A method introduced in 1984 by CitiBank executive G. Lynn Shostack• Created to help managers design and analyze service processes
  4. 4. Exploring audience customer support news provider local vendor
  5. 5. Exploring audience customer support news provider local vendor
  6. 6. Exploring audience customer support news provider local vendor
  7. 7. Exploring audience customer support news provider local vendor
  8. 8. Exploring audience customer support news provider local vendor
  9. 9. A customer focus“...the focus shifts from looking atepisodes, to thinking about journeys:how all the touchpoints and channelscome together over a period of timeand interact with people’s lives, needs,interests and attitudes.” -- Parker & Heapy, The Journey to the Interface
  10. 10. Blueprint concept
  11. 11. Blueprint iteration
  12. 12. Wait.
  13. 13. Wait.What do consumers really care about?
  14. 14. Wait.What do consumers really care about? Not details of service design!
  15. 15. Remember the audience
  16. 16. User-centered interfaces te* Wo$tiqu$ :ilffiH. +#e lk6rti^{,?:*ffi F stt*t ,#u Fkn*h**f re rpLt b&ea*ti*" q ffi k#FB!F.$:*jl!dts . t, t v"V-.**/-" Jttt f-i$.dttnr r dv,ra"r,.]^* g*v l&alfir," r ffi5*:X* i% drliqur:"r"""!a*$rf" r4 Vgl: ! **dt,*
  17. 17. Digital iteration
  18. 18. Refinement
  19. 19. References• Parker, S., Heapy, J. The Journey to the Interface: How public service design can connect users to reform. Demos, London, 2006.• Bitner, M.J., Ostrom, A.L., Morgan, F.N. Service Blueprinting: A Practical Tool for Service Innovation. Center for Services Leadership, Arizona State

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