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Neck Down DesigningService Design + Body StormingLiz Burow & Izac Ross | April 13, 2013

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@burlix @zaicSpace Strategist Experience Designer HLW Moment

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AGENDAGetting to know each other 10 minService design theory 15 minBody-storming theory 15 minToday’s design challenge 10 minNeck down designing 60 minReflecting 20 min

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Services...

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AHA...

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AHA...

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Meh...

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80% Service companies that believe they provide a superior service propositionSource: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database)

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80% Service companies that 8% Companies whose customers agree believe they provide a superior service propositionSource: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database)

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Service Anticipation 80% Service companies that Gap believe they provide a superior service propositionSource: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database)

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Chances are, you work for a service

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It’s not all digital

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Your B2B “product” is one of yourcustomer’s touchpoints

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What are services?

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Services are outcomes in whichcustomers do not take Text ownership ofphysical elements involved.

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Services are co-created by service usersand service employees.

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More than just the user Service customers Service users Frontstage employees Backstage employees Partner employees

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Your outcome and experience is likely to bevery different than mine.

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GIVE GETTime TimeMoney MoneySkilled labor Skilled laborGoods GoodsInformation InformationData DataKnowledge KnowledgeAesthetics AestheticsExperiences Experiences

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GIVE GETTime TimeMoney MoneySkilled labor Skilled laborGoods GoodsInformation InformationData DataKnowledge KnowledgeAesthetics AestheticsExperiences Experiences

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GIVE GETTime TimeMoney MoneySkilled labor Skilled laborGoods GoodsInformation InformationData DataKnowledge KnowledgeAesthetics AestheticsExperiences Experiences

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Exchanges occur through mediums...

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called Touchpoints

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The 5 P’sPeople Place Prop Partner ProcessEmployees and The physical space or The objects and Other businesses or Workflows and ritualsother customers the virtual environment collateral used to entities that help to that are used toencountered while the through which the produce the produce or enhance produce the serviceservice is produced. service is delivered. service encounter. the service encounter. encounter. Relates the Forms, products, people, place, props, signage, etc. and partners.

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Front stageBackstagePartners

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Enter Ori en act t trEntiseEntice At Experience Service Cycle Use Re t ain Extend Exit

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Enter Ori t en ac t trEntiseEntice At Service Cycle Use

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Re t ain Extend ExitProfitable customersare those that return

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Re t ain Extend ExitThese moments can bemeh or amazing

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Service Design...

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User centered

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Controller Boxes Mint.com Green-E ! AT A DIRECT I L LD YB PARTNERS ER G COM PR EN OV Carbon Offset DE MIS I DE providers I OV S SI O PR DA TA NS Federal & Government REGULATE ENERGY MIX/CARBON ALLOWANCES TO CE Local Utilities RT $ BUI ! IF S E LL Smart Grid IC LD Policy AT $ IO N IN HOUSE OF S Renewable NCE PR SELL OWA energy ALL ENTITIES OD SE BON certificate UC CAR $ LL / providers MIX TS RGY TE E NE L ULA SEL REG $ Home Owners SELL Peek with renewable Renewable Energy State Power Energy Brokerage SEGovernment Resources Certificates LL ! Federal peek Government DU CT S $ Renewable Electricity O LIC Y ! O EP SEL PR Providers N GY MI ER ER L N T IE SE DE IF RT D CE AN EM D TE LA GU RE $ ISOs Green-E RE DETE PAY R GU MINE SEL LAT POLI E $ CY DE FO State MA LE Local Utilities ND RE Government XC ! NE ES ! RG SE Y NE Y RG Personal PV System E DATA Installation TELLIT PROVIDE SA N PROVIDE ECO MORTGAGE SECURITIES $ IO AT TIFIC Fannie & Bing Maps FU ER NG UILD NT S& C RI CI ND IN G& $ Freddie May TO B IE P IN SIONS CL & CE MIS ON NT COM SI IVE IS S CO M M $ TECH DATA OEM for Solar Panel PORT S EL Controller AND SUP Department of INSTALL Dealer/ Boxes & in Energy LE Installers Solar Panel Home Energy OEMS NE Monitoring RG ! T touchpoints AC Y TR DE N CO TE CONTRA MIR Credit Bureaus NE ABO CT UT SU EEM Auditors BS OF ID EC IZE O S LO CO AN NS S U Contractors for ME Local Utilities Home Efficiency RC OS T Holistic $ Cash Sources Congress ! Threats to Peek Local and State Government !

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Co-creative

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Sequential

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Evidenced

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Body-storming

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Body-storming issimply brainstorming

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Done with the body

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Figuring it out bytrying it out

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Usablity is dead, it’s about perform-ablity

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Refine closer to context

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Define the how

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Get the awkward out early

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Define the service language

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Core rules of body-storming

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SAFE ZONE

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SAFE ZONE SHOWING, NOT TELLING

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SAFE ZONEYES, AND... SHOWING, NOT TELLING

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Don’t be literal SAFE ZONEYES, AND... SHOWING, NOT TELLING

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TRY MANY, NOT ONE Don’t be literal SAFE ZONE YES, AND... SHOWING, NOT TELLING

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Some mechanics

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STORY + CHARACTERS EMBRACE CONTEXT F.O.H/B.O.HBOOM wow wow BOOM REHEARSE, REHASH, RECORD

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Redesigning a Dry Cleaners

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Note taking:- Take notes on the 5 E’s and 5 P’s- Listen for pain points

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Alex |Abby

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Alex

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Get going:- Break into groups- Grab a prob bag- Download your videos

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1 & 2 you 3 & 4 youhave Alex! have Abby! izac.me/alex.mov izac.me/abby.mov

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Identify service pain-points- pick top 3- write them down

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Identify people and props:- choose your actors- label your actors

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Identify backend and unseen:- choose your actors- label your actors

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Storm 1:The existing senario

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go

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Stop

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Storm 2:Tweaking

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go

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Stop

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Storm 3:The backstage & partners

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go

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Stop

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Reflection

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What did you learn?

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t From

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Keep refining...

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Add evidence and test

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`

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Appendix

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Common Service Design Tool: PRE DURING POST PROFILE + MOTIVATIONS: EXPECTATIONS: GOALS: NAME: LIMITATIONS: - DEMOGRAPHICS: NEEDS: GAPS: BENEFITS: AHA!: PERSONA JOURNEY MAPPING STORYTELLING PROFILES F.O.H. B.O.H. SERVICE EXPERIENCE BLUEPRINTING PROTOTYPING

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Traditional Blueprint

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# of people in queue Drug in stock Length of wait time # of people in queue Prescription is filled Clear method ofMeasures Time to front of queue Price of drug for pick up Time to front of queue on-time refill 5-45 min 25-90 days 5-10 min 30 sec 0-15 min 1-10 min 0-15 min 0-15 minTime X day Credit card terminal State ID if controlled Prescription/Script Loyalty cardPhysical Retail location In-store wayfinding Insurance Card substance Prescription bottle Prescription bottle Signage Length of queue PrescriptionEvidence State ID Script bins Drug info sheet Bag, ReceiptCustomer Queues and waits to talk to Verifies that pharmacist can Agrees on time to Pays for With prescription Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill RequestAction pharmacist/ fill script on time, pick up other items pharmacy assistant with expected costLine of InteractionService Collects script, insurance, Provides a time Asks for Retrieves filled Places prescription and identifying prescription andEmployees and identifying frame information scans the barcode receipt in bag. information Gives bag to the(HHI) customerDigital & Credit card Terminal asks forDevices payment (see sub(HCI) process 1.4a)Line of Visibility Pharmacist fills Places in POS: payment POS POS Accounting system prescription appropriate bin ApprovedBackstageaction Inventory POS prompts Internal inventory pharmacist to fill management Fulfillment Queue management the next script in system system 15-45 days later queue Line of Internal Interaction Insurance Payment Insurance Drug supplier Goods supplierSupport company processor provider pays benefits portion ofProcesses script

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Frameworks

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A activityE environmentI interactionO objectsU users