SDN Conference - October 27th, 2009

Andy PolaineLecturer/Research Fellow - Service Design

T direkt +41 41 249 92 25andrew.polaine [at] hslu.chTwitter: apolaine

Blueprint+ : Developing a Tool for Service Design

A Work In Progress

(Project authors: Roman Aebersold, Robert Bossart, Andy Polaine, Andrea Mettler)

The role of traditional blueprints

Build

Standardise

Communicate

Plan

Share

Image:http://alttext.com/

Build a house – standards of technical drawing

Image:http://www.majhost.com/gallery/legomech/CarBlueprints/MBZ-Blueprints/

Communication the details of a Mercedes

Image:http://www.chickslovethecar.com

Share the plans for a Batmobile

Image: telstar on Flickr

Communicate how to paint a 727

Blueprinting actions and processes

Source: Shostack, G. L. (1984). Designing services that deliver. Harvard business review, 62(1), 133-139.

Blueprinting actions and processes

Source: Morelli, N. (2002). Designing product/ service systems. A methodological exploration. Design Issues 18(3): 3 - 17.

20

„This paper aims at exploring the disciplinary domains that may o!er methodolo-gical suggestions for the design of PSS. The "rst part of the paper focuses on the design of PSS from a designer‘s perspective, emphasizing the role of designers in developing innovative PSS. The second part outlines methodological tools that can be used when dealing with speci"c aspects of the design activity focused on PSS.“

„The techniques proposed by Shostack and Ramaswamy (Anm: Hat den Blueprint bzgl. verantwortlichen Personen erweitert) do not take into account other variab-les of a PSS, whose speci"cation would provide further information for the design process. In enabling services, for instance, it would be relevant to specify which functions are performed by the users and which by the service provider, which func-tions are automated and which rely on human actions, in what kind of (physical and virtual) spaces is the service located and whether actions are based on movement between spaces or are located in a single place.“

„The representation in Figure 8 includes elements of Shostack‘s and Ramaswamy‘s graphics but also distinguishes spaces, actors performing the functions, automated tasks and movement actions. Further additions to the representation in Figure 8 could consist in the speci"cation of the time employed by each function […] Other methods proposed for the graphic representation of PSS are Petri Nets, used to mo-del complex systems including the development of a series of transactions in time and other methods borrowed from disciplinary areas that are closer to design, such as storyboards, i.e. simple graphic representation of actors and actions happening during the development of a service. This method, borrowed from screenplay tech-niques, would prove useful not only in the design phase, but also in the use phase, to guide the customer to a correct use of the service, however such methods can be inadequate to represent a #ow of events that is not linear including feedback loops and multiple options.“

Morelli, N. (2002). „Designing product/service systems. A metho-dological exploration.“ Design Issues 18(3): 3 - 17.

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5

Service BlueprintBeispiel

Fliess, S. and M. Kleinaltenkam

p (2004). „Blueprinting the service company. M

anaging service processes e!

ciently.“ Journal of Business Research 57: 392 - 404.

Fliess, S. and M. Kleinaltenkamp (2004). „Blueprinting the service company.

Managing service processes efficiently.“ Journal of Business Research 57: 392 - 404.

Blueprints in Service Design

34

PATIENTACTIONS

PHYSICAL EVIDENCE

ONSTAGECONTACTPERSON

BACKSTAGECONTACTPERSON

Debbie’s Chart Cart

Records/Database

System

Bin System

Check Vitals &

Ask Quest

Place in Kassam

Bin

Meet Dr. Kassam

Kassam Gets Quick

Review

Take Away Chart

Process & Check-out

Records/Database

System

Dictation

Chart Storage System

Door Tag System

See Other Patients

SUPPORT PROCESSES

Sign In

Front Desk

Waiting Room

Front Desk

Front Desk

Hallway Exam Room

MRI & Chart

Exam Room

MRI & Chart

Door Tag Waiting Room

Check-out Room

Waiting Room

Line of Interaction

Line of Visibility

Wait Wait Responds Follow toExam Rm

Wait inExam Rm

AnswerQuestions Wait

AskQuestions

ReturnDoor Tag Wait

Check-out, Pay, & Leave

Check-in

Welcome

Get Patient Chart

See Other Patients

Process

See Other Patients

Brings Door Tag

Back

CallPatient

Grab Door Tag

Escort to Exam Rm

Chart in To Be

Seen Bin

Write Rm # on

Schedule

See Other Patients

Grab Chart

from Bin

Chart Taken by

Staff

Check Patient

Location

Check Patient

Location

Schedule System

Service Blueprint of Presby Neuro Clinic

Line of Internal Interaction

We mapped the entire clinic experience for patients and all of the supporting roles staff and Dr. Kassam play throughout.

Mapping the service blueprint allowed us to see the breakdowns in the clinic experience.

Understanding the Big PictureWhat we found

The backstage processes are quite chaotic.

The system depends solely on Dr. Kassam.

No one actively engages with patients while they wait.Source: Kipum Lee http://kipworks.com

Blueprints in Service Design

Source: Polaine, A, (1996), Time Smear

But actions have motivations & emotions

Source: Spraragen, S. L. and C. Chan (2008). Service Blueprinting: When Customer Satisfaction Numbers are not enough. International DMI Education Conference.

Bringing emotions into blueprints

area of visibility

account executives product executives (BTO) operational executives (SO)

P P P PP P P P P P P P PP

scri

pt

hazard line

pro

vider

’s s

teps

cust

om

er s

teps

bac

ksta

ge

applic

atio

nsu

pport

pro

cess

esse

rvic

e re

pre

senta

tive

onst

age

bac

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ge

implementation

Dialing IBM-HELP to get assistance with Lotus NotesCarrie Chan | IBM T.J Watson Research Center, Hawthorne NY | 6.15.07

Blueprinting ideas v.4

problem with Lotus Notes Mail and Calendar syncing

Lotus Notes Mail and Calendar syncing works

Ticket number

cust

om

er’s journ

ey

i’m pressing ‘3’ and

nothing is happening...

serv

ice

evid

ence

he’s apologizing for soft-

ware malfunction - is this

the same problem i was

just having? or should i be

worrying about something

else?

how long am i being

put on hold for?

he’s talking really fast

he’s assuming i know all the

IBM language even though I’ve

repeatedly told him I was new

is he even listening to

me? he seems to be

typing a lot. and not

paying attention.

what is a ticket number?

6D1511 is before

6A1511 in the menu

choices... did I hear

6D1511 correctly?

finally, the agent is back

he solved the

problem!

Dislike calling call centers

DIAL TALK TO AGENTNAVIGATE PRE-RECORDED MENU WAIT FOLLOW AGENT’S STEPS TO SOLVE PROBLEM PROBLEM SOLVED

HANG UP?

Ask customer what

problem they’re having.Ask for employee serial

number.

Present customer with menu options to

redirect call.

Redirect call after customer inputs a

choice.

Introduce yourself.

Apologize for software

malfunction.

Ask if they are on or

off site.

Look up information regarding

Lotus Notes Mail and Calendar

syncing on database.

Ask what error message

the customer is getting.

Proceed to follow steps outlined in documentation. Ask customer to write down the ticket number.

Email this ticket number to the customer.

Thank customer for calling IBM HELP.

Give introductory speech. Confirm that the

customer’s problem

is solved.

Ask if the customer

has any other

problems.

line of visibility

WAIT FOR CALL INTRODUCTIONDIRECT CALL TO PROPER DEPT. FIND SOLUTION TO PROBLEM WALK CUSTOMER THROUGH PROBLEM SOLUTION GIVE TICKET NUMBERGET PROBLEM CONCLUDE

area of visibility

P P P PP P P P P P P P PP

scri

pt

pro

vider

’s s

teps

cust

om

er s

teps

bac

ksta

ge

applic

atio

nsu

pport

pro

cess

esse

rvic

e re

pre

senta

tive

onst

age

bac

ksta

ge

implementation

problem with Lotus Notes Mail and Calendar syncing

Lotus Notes Mail and Calendar syncing works

Ticket number

cust

om

er’s journ

ey

i’m pressing ‘3’ and

nothing is happening...

serv

ice

evid

ence

he’s apologizing for soft-

ware malfunction - is this

the same problem i was

just having? or should i be

worrying about something

else?

how long am i being

put on hold for?

he’s talking really fast

he’s assuming i know all the

IBM language even though I’ve

repeatedly told him I was new

is he even listening to

me? he seems to be

typing a lot. and not

paying attention.

what is a ticket number?

6D1511 is before

6A1511 in the menu

choices... did I hear

6D1511 correctly?

finally, the agent is back

he solved the

problem!

Dislike calling call centers

DIAL TALK TO AGENTNAVIGATE PRE-RECORDED MENU WAIT FOLLOW AGENT’S STEPS TO SOLVE PROBLEM PROBLEM SOLVED

HANG UP?

Ask customer what

problem they’re having.Ask for employee serial

number.

Present customer with menu options to

redirect call.

Redirect call after customer inputs a

choice.

Introduce yourself.

Apologize for software

malfunction.

Ask if they are on or

off site.

Look up information regarding

Lotus Notes Mail and Calendar

syncing on database.

Ask what error message

the customer is getting.

Proceed to follow steps outlined in documentation. Ask customer to write down the ticket number.

Email this ticket number to the customer.

Thank customer for calling IBM HELP.

Give introductory speech. Confirm that the

customer’s problem

is solved.

Ask if the customer

has any other

problems.

line of visibility

WAIT FOR CALL INTRODUCTIONDIRECT CALL TO PROPER DEPT. FIND SOLUTION TO PROBLEM WALK CUSTOMER THROUGH PROBLEM SOLUTION GIVE TICKET NUMBERGET PROBLEM CONCLUDE

Bringing emotions into blueprints

Source: Spraragen, S. L. and C. Chan (2008). Service Blueprinting: When Customer Satisfaction Numbers are not enough. International DMI Education Conference.

Expectations versus...

...reality

Time perception is about situations and emotions

Source: thetruthabout on Flickr

If you go here

Source: thomas-merton on Flickr

You expect this

Source: kevinomara on Flickr

You expect to eat fast – waiting is a service failure

Source: amanky on Flickr

If you expect this

Source: http://www.gigipadovani.it

Then too fast is a service failure

Source: stlbites on Flickr

From: Opodo <Registration@opodo.com>

Subject: Welcome to Opodo

Date: 27 August 2007 15:10:42 GMT+01:00

To: Andrew Polaine <apolaine@gmail.com>

About Us Privacy Security Terms & Conditions Affiliates Site map Contact us

Payment methods:Visa/MasterCard/American Express/Switch/Delta

Dear Andrew Polaine,

Welcome to Opodo your online travel service. We offer you access to over 500 airlines, more than 65,000

hotels, 7,000 car rental locations, plus holidays and travel insurance, all on an easy to use, customer-friendly

site. Visit www.opodo.co.uk regularly to keep up to date on our latest offers.

Your user name is apolaine

In keeping with our Privacy and Security policies, we will not email you your password. If at any stage you

forget your password, use this link.

MAKING THE MOST OF OPODO

Now that you've registered, you can use My Opodo to:

Speed up the booking process

Organise your personal travel, save all your flight, hotel and car bookings

Receive Fare Alert emails - just select your favourite destinations and we'll let you know when

the price changes

There's also the rest of the site for:

Opodo Offers: regularly updated low air fares picked for our customers from some of the

world's best airlines

Our simple search process for flights, hotels, car rental and package holidays, which ensures

you get what you want, when you want it

Destination guides, including climate, maps, recommended places to visit, and lots of local

travel tips

Our email newsletter for our latest weekly deals on flights, holidays, cars and hotels

If you have any questions, please take a look at our FAQs, by using this link.

Yours sincerely,

The Opodo Team

www.opodo.co.uk

email: use our email form

Tel: 0871 277 0090 (calls will be charged at 10p per minute)

Fax: 0871 277 0089 (faxes will be charged at 10p per minute)

If you need to contact Opodo while you are abroad, please call us on + 44 116 263 3404 (international call

rate applies).

OpodoNot In Address Book

Fast mail

Slow mail

Source: Andy Polaine

Time information allows for options & decisions

Source: Andy Polaine

Time information helps change perception

Source: jmpznz on Flickr

As does the situation

Source: lfcastro on Flickr

Rushing for a train – do I really want an hourglass?

Source: Andy Polaine

Or too many instructions?

Source: suburbanslice on Flickr

Or non-standard gobbledegook?

Source: suburbanslice on Flickr

Time versus energy consumption?

Source: te!on on Flickr

Blueprint+ v4.3

Customer

Media-Touchpoint

Time Indicator

Role

1Ro

le 2

Role

3Ro

le 4

Waitress

Cook

Manager

+

–

+

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+

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Emotions

Costs

Variable 1

Media-Touchpoint

Media-Touchpoint

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Blueprint + project – a work in progress

Roman Aebersold, Robert Bossart, Andy Polaine, Andrea Mettler

Blueprint+ v4.3

Customer

Media-Touchpoint

Time Indicator

Role

1Ro

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Roman Aebersold, Robert Bossart, Andy Polaine, Andrea Mettler

Blueprint+ v4.3

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Time Indicator

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Connected media/touchpoint line for every role

Roman Aebersold, Robert Bossart, Andy Polaine, Andrea Mettler

Blueprint+ v4.3

Customer

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Time Indicator

Role

1Ro

le 2

Role

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+

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ptio

n

Ord

er A

pere

tiv

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en m

enu

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reti

v c

omes

wit

h ex

tras

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st is

sur

pris

ed/d

elig

ted

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is s

erve

d

Corr

ect d

ish

serv

ed

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st is

sat

isfi

ed a

gain

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ng s

ide

dish

.G

uest

com

plai

ns

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tres

s gr

eets

gue

st a

nd

lead

s th

em to

tabl

e

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tres

s ta

kes

the

food

or

der

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ord

er s

ent t

hrou

gh to

ki

tche

n

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sage

and

dis

h se

nt b

ack

to k

itch

en

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er s

trei

cht e

inen

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l de

r Rec

hnun

g

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l Pre

pare

d

Chef

agi

tate

d an

d ot

her

mea

ls p

ushe

d la

te in

ord

er

to re

-do

side

-dis

h.

Com

mun

icat

ion

failu

re in

kit

chen

Corr

ect s

ide-

dish

pre

pare

d

Sqash and stretch flexible time scale

Blueprint+ v4.3

Customer

Media-Touchpoint

Time Indicator

Role

1Ro

le 2

Role

3Ro

le 4

Waitress

Cook

Manager

+

–

+

–

+

–

+

–

Fail Line

Emotions

Costs

Variable 1

Media-Touchpoint

Media-Touchpoint

Media-Touchpoint

Tabl

e Re

serv

atio

n O

nlin

e

00:0

0

15:0

0

00:0

0

02:3

0

03:3

0

07:0

0

08:0

0

09:0

0

15:0

0

35:0

0

35:3

0

37:0

0

38:3

0

41:0

0

50:0

0

50:3

0

01:1

5:00

01:1

7:00

Conf

irmat

ion

by S

MS

Ente

r res

taur

ant,

shor

t wai

t at

rece

ptio

n

Ord

er A

pere

tiv

Giv

en m

enu

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reti

v c

omes

wit

h ex

tras

Gue

st is

sur

pris

ed/d

elig

ted

Food

is s

erve

d

Corr

ect d

ish

serv

ed

Gue

st is

sat

isfi

ed a

gain

Wro

ng s

ide

dish

.G

uest

com

plai

ns

Wai

tres

s gr

eets

gue

st a

nd

lead

s th

em to

tabl

e

Wai

tres

s ta

kes

the

food

or

der

Food

ord

er s

ent t

hrou

gh to

ki

tche

n

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sage

and

dis

h se

nt b

ack

to k

itch

en

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er s

trei

cht e

inen

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l de

r Rec

hnun

g

Mea

l Pre

pare

d

Chef

agi

tate

d an

d ot

her

mea

ls p

ushe

d la

te in

ord

er

to re

-do

side

-dis

h.

Com

mun

icat

ion

failu

re in

kit

chen

Corr

ect s

ide-

dish

pre

pare

d

Color coded emotional states linked to fail tracking

Blueprint+ v4.3

Customer

Media-Touchpoint

Time Indicator

Role

1Ro

le 2

Role

3Ro

le 4

Waitress

Cook

Manager

+

–

+

–

+

–

+

–

Fail Line

Emotions

Costs

Variable 1

Media-Touchpoint

Media-Touchpoint

Media-Touchpoint

Tabl

e Re

serv

atio

n O

nlin

e

00:0

0

15:0

0

00:0

0

02:3

0

03:3

0

07:0

0

08:0

0

09:0

0

15:0

0

35:0

0

35:3

0

37:0

0

38:3

0

41:0

0

50:0

0

50:3

0

01:1

5:00

01:1

7:00

Conf

irmat

ion

by S

MS

Ente

r res

taur

ant,

shor

t wai

t at

rece

ptio

n

Ord

er A

pere

tiv

Giv

en m

enu

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reti

v c

omes

wit

h ex

tras

Gue

st is

sur

pris

ed/d

elig

ted

Food

is s

erve

d

Corr

ect d

ish

serv

ed

Gue

st is

sat

isfi

ed a

gain

Wro

ng s

ide

dish

.G

uest

com

plai

ns

Wai

tres

s gr

eets

gue

st a

nd

lead

s th

em to

tabl

e

Wai

tres

s ta

kes

the

food

or

der

Food

ord

er s

ent t

hrou

gh to

ki

tche

n

Mes

sage

and

dis

h se

nt b

ack

to k

itch

en

Kelln

er s

trei

cht e

inen

Tei

l de

r Rec

hnun

g

Mea

l Pre

pare

d

Chef

agi

tate

d an

d ot

her

mea

ls p

ushe

d la

te in

ord

er

to re

-do

side

-dis

h.

Com

mun

icat

ion

failu

re in

kit

chen

Corr

ect s

ide-

dish

pre

pare

d

Analysis/tracking variable lines

Blueprint+ v4.3

Customer

Media-Touchpoint

Time Indicator

Role

1Ro

le 2

Role

3Ro

le 4

Waitress

Cook

Manager

+

–

+

–

+

–

+

–

Fail Line

Emotions

Costs

Variable 1

Media-Touchpoint

Media-Touchpoint

Media-Touchpoint

Tabl

e Re

serv

atio

n O

nlin

e

00:0

0

15:0

0

00:0

0

02:3

0

03:3

0

07:0

0

08:0

0

09:0

0

15:0

0

35:0

0

35:3

0

37:0

0

38:3

0

41:0

0

50:0

0

50:3

0

01:1

5:00

01:1

7:00

Conf

irmat

ion

by S

MS

Ente

r res

taur

ant,

shor

t wai

t at

rece

ptio

n

Ord

er A

pere

tiv

Giv

en m

enu

Ape

reti

v c

omes

wit

h ex

tras

Gue

st is

sur

pris

ed/d

elig

ted

Food

is s

erve

d

Corr

ect d

ish

serv

ed

Gue

st is

sat

isfi

ed a

gain

Wro

ng s

ide

dish

.G

uest

com

plai

ns

Wai

tres

s gr

eets

gue

st a

nd

lead

s th

em to

tabl

e

Wai

tres

s ta

kes

the

food

or

der

Food

ord

er s

ent t

hrou

gh to

ki

tche

n

Mes

sage

and

dis

h se

nt b

ack

to k

itch

en

Kelln

er s

trei

cht e

inen

Tei

l de

r Rec

hnun

g

Mea

l Pre

pare

d

Chef

agi

tate

d an

d ot

her

mea

ls p

ushe

d la

te in

ord

er

to re

-do

side

-dis

h.

Com

mun

icat

ion

failu

re in

kit

chen

Corr

ect s

ide-

dish

pre

pare

d

Some questions and a request

- Are blueprints still a valid tool? Do we need to further them?

- How much information should go into them? (Analysis vs. design development)

- What is missing in our approach?

- Should it be wrapped into a software tool or better a toolkit?

- Please share your blueprints, methods and case studies! It’s good for the industry to open up its processes and its essential for service design education.

Thank You

Andy PolaineLecturer/Research Fellow - Service Design

T direkt +41 41 249 92 25andrew.polaine@hslu.chTwitter: apolaine