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Ally Reeves
B LUEPRINT FOR CHAN GE
ALLY REE VES
behance.net/allyreeves
medium.com/@allyreeves
@allyreeves
UX Designer
Information Architect
Artist
Author
— An Analogy
— A Story about a Service Blueprint
— Identifying Opportunities for Change
— Resources
— Questions?
AGENDA
3BLUEPRINT FOR CHANGE : ALLY REEVES
AN ALOGY
4
BECAUSE I NEVER GET TIRED OF ANALOGIES
Lightning Talk #14: Blueprint for change by Ally Reeves
Lightning Talk #14: Blueprint for change by Ally Reeves
Lightning Talk #14: Blueprint for change by Ally Reeves
Lightning Talk #14: Blueprint for change by Ally Reeves
thank you.
I’m Susan
I’m a mobile app
I’m a community center
I’m a relationship
I’m conflict resolution
training
I’m a better paper form
A STORY ABOUT A
SERVICE BLUEPRINT
11
WHAT IT IS, WHY IT WORKED
Lightning Talk #14: Blueprint for change by Ally Reeves
WHERE DO W E B EGI N ?
A complex client working in lab
diagnostics looking for ways to
improve patient experience and
overall health outcomes.
WHERE I BEGA N
14BLUEPRINT FOR CHANGE : ALLY REEVES
WHAT WE WER E
ASKED TO DO
15BLUEPRINT FOR CHANGE : ALLY REEVES
DOZ ENS OF SOFTWARE PRODUCTS:
WITH PRODUCTS CREATED AND
KILLED EACH YEAR
PHYSICAL TEST CENTERS
EMBEDDED CLINICIANS
LOGISTICS PICK /UP AND DROP OFF
TEAMS
LABORATORIES
DIRECT-TO PATIENT SERVICES
INSURANCE SERVICE TEAMS
we build experiences in the
form of digital solutions…
oh yes we do that too
…but somehow it hasn’t worked
out for us so far…
16BLUEPRINT FOR CHANGE : ALLY REEVES
?
Lightning Talk #14: Blueprint for change by Ally Reeves
Lightning Talk #14: Blueprint for change by Ally Reeves
TEAM OF EAGER GUINEA PIGS
WHAT DO WE DO WIT H
THIS INFORMAT ION ?
“If we're going to be successful in this new
world, we need to see information as a
workable material and learn to architect it
in a way that gets us to our goals.”
― Abby Covert
Lightning Talk #14: Blueprint for change by Ally Reeves
WHO WHAT WH E N WH ERE
THIS IS A MAPPED SERVICE ECOSYSTEM
HIGH-LEVEL JOURNEY
DETAILED USER ACTIONS
JOURNEY
DIGITAL, PHYSICAL, HUMAN
CHANNELS
SUPPORTING ELEMENTS
TOUCH-POINTS
VISIBLE
INVISIBLE
3RD PARTY
PAIN POINTS
STAGING
Massive ecosystem = one blueprint per
user!
Knowing who knows what is key!
The hard work is worth it. Do your
homework!
Some tools are multitools!
Sometimes improving the user experience
means improving the experience of those
who serve and assist the user.
THINGS WE LEA R NED…
29BLUEPRINT FOR CHANGE : ALLY REEVES
ID ENTIFYING
O P PORTUNITIES
FOR CHANGE
30
WORKING WITH THE ALLIGATORS
31BLUEPRINT FOR CHANGE : ALLY REEVES
WHAT WE LOOK FOR:
We look for gaps in services and products that
support the customer journey. These are
segments of the journey that have little or no
supporting products and services.
We look for clusters : these are a small step in
the overall journey where services and
products may be overlapping or confusing as a
user looks for a way to complete the next step
in a task or process.
CLUSTERSGAPS
We look for pain points related
specifically to quantity of products and
services: these steps in a user journey are
not well supported or excessively serviced
we note room for improvement.
PAIN POINTS
We look for bridges : these are channels of with
one or more products or services provide
consistent support through a number of steps in
the user journey.
BRIDGES
We look for fractured channels: where the user
journey splinters across multiple channels or from
multiple channels to a single channel: this can
indicate rough transitions for users.
FRACTURED CHANNELS
32BLUEPRINT FOR CHANGE : ALLY REEVES
Services are clustered in only two parts parts of the patient journey
CLUSTERS
GAPS
Our client is absent from a significant portion of the user journey.
CLUSTERS
GAPS
33BLUEPRINT FOR CHANGE : ALLY REEVES
Many pain points are related to lack of information or uncertainty about our
client’s services and value proposition. Customers either do not anticipate a
product or service is available; in some cases they are aware of products, but
don’t know why they should choose to use this client’s product.
PAIN POINTS
One key patient application provides the most significant level of support
throughout the patient journey.
BRIDGES
TOUCH-POINTS
PAINPOINTS
34BLUEPRINT FOR CHANGE : ALLY REEVES
Patients experience fractured channels and multiple
handoffs between touch-points :
Related to location
• At this location…
• At that location…
Related to3rd party Services
• When primarily using this competitor tool…
Related toDevices
• When primarily using this device, then switching to
mobile…
FRACTURED CHANNELS
35BLUEPRINT FOR CHANGE : ALLY REEVES
HMMM…THIS THING IS PRETTY DENSE! THIS THING IS HUGE AND THE INFO IS PRETTY DENSE.
DESIGNER SAYS: CLIENT SAYS:
Lightning Talk #14: Blueprint for change by Ally Reeves
Lightning Talk #14: Blueprint for change by Ally Reeves
NOW THE FUN PART !!!
I’m Susan
I’m a mobile app
I’m a community center
I’m a relationship
I’m conflict resolution
training
I’m a better paper form
BRIDGES & PAIN POINTS
CLUSTERS & GAPS
FRACTURED CHANNELS
RES PON D!!
Lightning Talk #14: Blueprint for change by Ally Reeves
Lightning Talk #14: Blueprint for change by Ally Reeves
Lightning Talk #14: Blueprint for change by Ally Reeves
Lightning Talk #14: Blueprint for change by Ally Reeves
RESOURCES
45
https://drive.google.com/folderview?
id=0B9zaPch0s7hTZVd1OTBPOXVZUWc&usp=sharing
DOWNLOAD FROM DRIVE
SERVICE BLURPRINT TEMPLATE PROMPTS: RESPONDING TO INDICATORS
QUESTIONS?
behance.net/allyreeves
medium.com/@allyreeves
@allyreeves
Ally Reeves
B LUEPRINT
FOR CHANGE KEEP IN TOUCH
image credits:
natural ecosystem: (HERE)
photograph of everglades:
http://www.grayline.com/tours/orlando/everglades-and-miami-adventure-5873_28/
blood draw girl:
http://www.seattlecriminallawyerblog.com/2014/08/evolution-of-search-and-seizur.html
hospital panorama:
The Pulse, Lauzhou university
https://childrensheartlink.wordpress.com/tag/first-hospital-of-lanzhou-university/

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Lightning Talk #14: Blueprint for change by Ally Reeves

  • 3. — An Analogy — A Story about a Service Blueprint — Identifying Opportunities for Change — Resources — Questions? AGENDA 3BLUEPRINT FOR CHANGE : ALLY REEVES
  • 4. AN ALOGY 4 BECAUSE I NEVER GET TIRED OF ANALOGIES
  • 10. I’m Susan I’m a mobile app I’m a community center I’m a relationship I’m conflict resolution training I’m a better paper form
  • 11. A STORY ABOUT A SERVICE BLUEPRINT 11 WHAT IT IS, WHY IT WORKED
  • 13. WHERE DO W E B EGI N ?
  • 14. A complex client working in lab diagnostics looking for ways to improve patient experience and overall health outcomes. WHERE I BEGA N 14BLUEPRINT FOR CHANGE : ALLY REEVES
  • 15. WHAT WE WER E ASKED TO DO 15BLUEPRINT FOR CHANGE : ALLY REEVES DOZ ENS OF SOFTWARE PRODUCTS: WITH PRODUCTS CREATED AND KILLED EACH YEAR PHYSICAL TEST CENTERS EMBEDDED CLINICIANS LOGISTICS PICK /UP AND DROP OFF TEAMS LABORATORIES DIRECT-TO PATIENT SERVICES INSURANCE SERVICE TEAMS we build experiences in the form of digital solutions… oh yes we do that too …but somehow it hasn’t worked out for us so far…
  • 16. 16BLUEPRINT FOR CHANGE : ALLY REEVES ?
  • 19. TEAM OF EAGER GUINEA PIGS
  • 20. WHAT DO WE DO WIT H THIS INFORMAT ION ?
  • 21. “If we're going to be successful in this new world, we need to see information as a workable material and learn to architect it in a way that gets us to our goals.” ― Abby Covert
  • 23. WHO WHAT WH E N WH ERE
  • 24. THIS IS A MAPPED SERVICE ECOSYSTEM
  • 29. Massive ecosystem = one blueprint per user! Knowing who knows what is key! The hard work is worth it. Do your homework! Some tools are multitools! Sometimes improving the user experience means improving the experience of those who serve and assist the user. THINGS WE LEA R NED… 29BLUEPRINT FOR CHANGE : ALLY REEVES
  • 30. ID ENTIFYING O P PORTUNITIES FOR CHANGE 30 WORKING WITH THE ALLIGATORS
  • 31. 31BLUEPRINT FOR CHANGE : ALLY REEVES WHAT WE LOOK FOR: We look for gaps in services and products that support the customer journey. These are segments of the journey that have little or no supporting products and services. We look for clusters : these are a small step in the overall journey where services and products may be overlapping or confusing as a user looks for a way to complete the next step in a task or process. CLUSTERSGAPS We look for pain points related specifically to quantity of products and services: these steps in a user journey are not well supported or excessively serviced we note room for improvement. PAIN POINTS We look for bridges : these are channels of with one or more products or services provide consistent support through a number of steps in the user journey. BRIDGES We look for fractured channels: where the user journey splinters across multiple channels or from multiple channels to a single channel: this can indicate rough transitions for users. FRACTURED CHANNELS
  • 32. 32BLUEPRINT FOR CHANGE : ALLY REEVES Services are clustered in only two parts parts of the patient journey CLUSTERS GAPS Our client is absent from a significant portion of the user journey. CLUSTERS GAPS
  • 33. 33BLUEPRINT FOR CHANGE : ALLY REEVES Many pain points are related to lack of information or uncertainty about our client’s services and value proposition. Customers either do not anticipate a product or service is available; in some cases they are aware of products, but don’t know why they should choose to use this client’s product. PAIN POINTS One key patient application provides the most significant level of support throughout the patient journey. BRIDGES TOUCH-POINTS PAINPOINTS
  • 34. 34BLUEPRINT FOR CHANGE : ALLY REEVES Patients experience fractured channels and multiple handoffs between touch-points : Related to location • At this location… • At that location… Related to3rd party Services • When primarily using this competitor tool… Related toDevices • When primarily using this device, then switching to mobile… FRACTURED CHANNELS
  • 35. 35BLUEPRINT FOR CHANGE : ALLY REEVES HMMM…THIS THING IS PRETTY DENSE! THIS THING IS HUGE AND THE INFO IS PRETTY DENSE. DESIGNER SAYS: CLIENT SAYS:
  • 38. NOW THE FUN PART !!!
  • 39. I’m Susan I’m a mobile app I’m a community center I’m a relationship I’m conflict resolution training I’m a better paper form
  • 40. BRIDGES & PAIN POINTS CLUSTERS & GAPS FRACTURED CHANNELS RES PON D!!
  • 48. image credits: natural ecosystem: (HERE) photograph of everglades: http://www.grayline.com/tours/orlando/everglades-and-miami-adventure-5873_28/ blood draw girl: http://www.seattlecriminallawyerblog.com/2014/08/evolution-of-search-and-seizur.html hospital panorama: The Pulse, Lauzhou university https://childrensheartlink.wordpress.com/tag/first-hospital-of-lanzhou-university/