dott cornwall - introduction to service design and methods
DESCRIPTION
This is a presentation that serves as an introduction to service design as well as very briefly outlining some techniques and approaches such as blueprinting and prototyping.TRANSCRIPT
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Andy PolaineLecturer/Research Fellow - Service DesignT direkt: +41 41 249 92 25andrew.polaine [at] hslu.chTwitter: apolaine
DOTT Cornwall - Design In Our Time - 26th March 2010
Service Design Workshop
Monday, 5 April 2010
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Source: Google hosted Life magazine archive
From Products to Services
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Ford assembly line at rest during a strike, September 1945Source: Google hosted Life magazine archive
The Industrial Revolution & Mass Production
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Assembly lines - efficient product production
Assembly Line At Texas Instruments,1959.Source: Google hosted Life magazine archive
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Cankun Factory, Xiamen City, 2005Source & © Edward Burtynsky
Still going on, but shifted to other countries.
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What is Service Design?
Service design deals with the form, touchpoints, systems and experiences of services – both tangible and intangible –from the perspective of a service’s end clients and users.
Service Thinking places people, networks and sustainability at the core of how we design and innovate services. The application of Service Thinking can help transform our organisations and economies.
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Why now?
Little product differentiation
Sale of services as added value to products
Networks - the Web connects and informs
Rise of self-service
Sustainability
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The West has a predominantly service economy
70-75% of most developed nations’ GDPs come from the service sector.
80% of companies believe they offer a great service and only 8% of their customers agree.
There is a lot of work to be done.
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Image source: Andy Polaine
Services are usually created and completed by people
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Services happen over time
Source: thetruthabout on Flickr
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With multiple touchpoints
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With multiple touchpoints
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Many service touchpoints “just happen”
Image source: Andy Polaine
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Many are not designed
Image source: Andy Polaine
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Some are workarounds
Image source: http://www.flickr.com/photos/atoach/
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Some are thought through
Image source: Andy Polaine
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Touchpoint details create the experience
Image Source: Andy Polaine
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And the personality
Image Source: Andy Polaine
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Many are culturally specific
Image Source: Andy Polaine
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Many are geographically (and culturally) specific
Image Source: http://www.!ickr.com/photos/tonyarmstrong
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Some involve sustainable thinking
Image Source: Andy Polaine
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Some encourage sustainable behaviour
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Some make use of data streams and networks
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Some make use of the wisdom of the crowds
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But how to map that complex ecology?
Service Design
connects the
touchpoints together
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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.
Customer Journeys & Blueprints
Source: Kipum Lee http://kipworks.com
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People’s lives and contexts matter
Image Source: Andy Polaine
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How they live and communicate
Image Source: Andy Polaine
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How they work
Image Source: Andy Polaine
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And where services go wrong
Image Source: Andy Polaine
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Non-intentional design
Image Source: Andy Polaine
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The role of traditional blueprints
Build
Standardise
Communicate
Plan
Share
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Image:http://alttext.com/
Build a house – standards of technical drawing
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Image:http://www.majhost.com/gallery/legomech/CarBlueprints/MBZ-Blueprints/
Communication the details of a Mercedes
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Image:http://www.chickslovethecar.com
Share the plans for a Batmobile
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Image: telstar on Flickr
Communicate how to paint a 727
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Moving from simple actions and processes
Source: Shostack, G. L. (1984). Designing services that deliver. Harvard business review, 62(1), 133-139.
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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
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Motivations, Emotions & Shared Experiences
Image Source: Andy Polaine
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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.
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Expectations versus...
Image Source: Andy Polaine
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...reality
Image Source: Andy Polaine
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Time perception is about situations and emotions
Source: thetruthabout on Flickr
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If you go here
Source: thomas-merton on Flickr
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You expect this
Source: kevinomara on Flickr
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You expect to eat fast – waiting is a service failure
Source: amanky on Flickr
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If you expect this
Source: http://www.gigipadovani.it
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Then too fast is a service failure
Source: stlbites on Flickr
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From: Opodo <[email protected]>
Subject: Welcome to Opodo
Date: 27 August 2007 15:10:42 GMT+01:00
To: Andrew Polaine <[email protected]>
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
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There's also the rest of the site for:
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Destination guides, including climate, maps, recommended places to visit, and lots of local
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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
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Slow mail
Image Source: Andy Polaine
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Time information allows for options & decisions
Image Source: Andy Polaine
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Time information helps change perception
Source: jmpznz on Flickr
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As does the situation
Source: lfcastro on Flickr
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Rushing for a train – do I really want an hourglass?
Image Source: Andy Polaine
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Or too many instructions?
Source: suburbanslice on Flickr
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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
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ant,
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n
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omes
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st is
sur
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ed/d
elig
ted
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is s
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ish
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der
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en
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er s
trei
cht e
inen
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l de
r Rec
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agi
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d an
d ot
her
mea
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ord
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to re
-do
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-dis
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Com
mun
icat
ion
failu
re in
kit
chen
Corr
ect s
ide-
dish
pre
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Blueprint + project – a work in progress
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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
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rece
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n
Ord
er A
pere
tiv
Giv
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enu
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Corr
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gain
Wro
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uest
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ord
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mun
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failu
re in
kit
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ide-
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Tracking the journey, touchpoints and interactions
Monday, 5 April 2010
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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
Emotions versus Expectations
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ROLE
Blueprint+ v5.1
PROJECT DATE/TIME LOCATION RESEARCHER PAGES
SMS
Media Touchpoints:
Phone
SMS
Memo
Face to Face
Server/Database
Problem
Notes/Sketches
TIMELINE
TOUCHPOINTS
Customer journeys & Blueprints
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CUSTOMERS LOGO
TIMELINEEmotions:
Neutral
Good/Enjoyable
Bad/Problem
Media Touchpoints:
Phone
SMS
Memo
Face to Face
Server/Database
Problem
SMS
Blueprint+ v5.1PROJECT
KORALLE 23.02.2010/2 PM SHOP R0MAN AEBERSOLD 1/1DATE/TIME LOCATION RESEARCHER PAGES
0’00 5’00 15’00
ROLE
CUSTOMER
TOUCHPOINT
ROLE
WAITER
TOUCHPOINT
ROLE
TOUCHPOINT
ANALYZE 1
ANALYZE 2
NOTES
CHIEF
Blueprints maps out the journeys & ecosystem
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Services are experiences
http://www.flickr.com/photos/schaazzz/
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Prototyping means prototyping experiences
“Try to design the experience before you spend time on designing the processes and technology needed to eventually run the service.”
- Live|Work
http://www.flickr.com/photos/schaazzz/
Monday, 5 April 2010
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http://www.flickr.com/photos/shainemata/
Prototyping is the suspension of disbelief
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Rough sketches
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Low tech solutionsImage Source: Andy Polaine
Monday, 5 April 2010
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http://www.flickr.com/photos/tobiastoft/
Experience prototyping with tangibles
Monday, 5 April 2010
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http://www.flickr.com/photos/yandle/
Keep prototypes rough enough for good feedback
Monday, 5 April 2010
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Thank You
Andy PolaineLecturer/Research Fellow - Service Design
T direkt +41 41 249 92 25andrew.polaine [at] hslu.chTwitter: apolaine
Monday, 5 April 2010