Download - Mobile Service Design
MOBILE SERVICE DESIGNMOBILE MONDAY, SYDNEY@rodfarmerROD FARMER, SENIOR MANAGER, ONLINE EXPERIENCE STRATEGY
VHA’s goals and key challenges.
SHARE A STORY
A CASE STUDYIMPROVE 3G CONTENT >> IMPROVE RETAIL
JUST THE START OF OUR JOURNEY
SERVICE DESIGN
SERVICE DESIGN
SERVICE DESIGNDESIGN FOR EXPERIENCES THAT REACH MANY PEOPLE THROUGHMANY DIFFERENT TOUCHPOINTS, AND THAT HAPPEN OVER TIME
• PRODUCED/CONSUMED AT INTERACTION• TOUCHPOINTS AND CUSTOMER JOURNEYS • SYSTEMS THINKING (BEYOND SILOS)• PEOPLE (STAFF/CUSTOMER) DRIVEN• CO-CREATION
SERVICE DESIGN DEFINEDCopenhagen Institute of Design
Service Design is the activity of planning and organizing people, infrastructure, communication and material components of a service, in order to improve its quality, the interaction between service provider and customers and the customer's experience
Wikipedia
Service Design is the activity of planning and organizing people, infrastructure, communication and material components of a service, in order to improve its quality, the interaction between service provider and customers and the customer’s experience.
Service Design Network
It aims to ensure that service interfaces are useful, usable and desirable from the client’s point of view and effective, ef!cient, and distinctive from the supplier’s point of view.
UK Design Council
Service design can be both tangible and intangible. It can involve artefacts and other things including communication, environment and behaviours. Whichever form it takes it must be consistent, easy to use and be strategically applied
Frontier
Service design is a holistic way for business to gain a comprehensive, empathic understanding of customer needs.
Live|Work
Service Design is the application of established design process and skills to the development of services. It is a creative and practical way to improve existing services and innovate new ones.
Engine
Service design is a design specialism that helps develop and deliver great services. Service design projects improve factors like ease of use, satisfaction, loyalty and ef!ciency right across areas such as environments, communications and products – and not forgetting the people who deliver the service.
Experience design is driven from the outside-in, concentrating on moments of engagement between people, services, products and brands - and the memories these moments create.
THAT’S EXPERIENCE DESIGN, RIGHT?
“A service is comprised of the various touchpoints between a customer and a business. A service model best !ts offerings that are intangible, distributed in space, or play out over a length of time, especially on a routine basis.”
INTEGRATED END-TO-END ENVIRONMENT
Consumers juggle a multitude of information sources
mobile manufacturer websites
mobile phone retailer websites
general retail
review/ comparison websites
online magazines/
articles
gwebsites
chat groups, blogs, forums
mobile service provider websites
search engines
social networks
print advertising
mobile service provider stores
magazines/ newspaper
articles
word of mouth
Google Confidential and Proprietary
8
brochures/ catalogues
general retail stores mobile phone retailers
call centres
Research Sources
Elements of mobile service experience
INTEGRATED LIFESTREAMS
WHERE IS VALUE?
PRODUCT/GOODS SERVICE/ECOSYSTEMCOMMODITY
EXPERIENCE
VALUE IS IN THE EXPERIENCE
ecosystem
Networks
Handset Manufacturers
Carriers
Service Providers
Applications & Services
Operating Systems
CHALLENGES FOR GOOD MOBILE EXPERIENCES
CASE STUDYLESSONS LEARNT THE HARD WAY
INCREASE PORTAL USAGE + CONSUMPTION
INCREASE HANDSET DATA USAGE
XX,XXX,XXXGORGEOUS MOBILE PAGE IMPRESSIONS
PER WEEKYY% PENETRATION#N - 3G ARPU
USER NEEDS ANALYSIS. OPPORTUNITY ANALYSIS. INTERCEPT INTERVIEWS. BRAND TAGGING. PROTOTYPING. USABILITY TESTING. ANALYTICS
WRONG END OF THE STICKWRONG FOCUS: CONTENT OVER EXPERIENCE
HAPPY? VALUE?
ANOTHER STAB AT IT ...
LISTEN. FOCUS GROUPS
WHAT ABOUT PURCHASE AND WOW ?
A FRAGMENTED EXPERIENCE
CUSTOMER SATISFACTIONImproved services represent biggest opportunity
55%
95%
SERVICE CONTENT
DATA COSTS
CUSTOMER SERVICE
VALUE (BUNDLED)
AWARENESS
INAPPROPRIATE PLAN/DEVICE
SCREEN SIZE
FUNCTIONALITY
NAVIGABILITY
PRICING TRANSPARENCY
Source: Australian Mobile Phone Lifestyle Index - 3 MOBILE
CUSTOMER SATISFACTIONImproved services represent biggest opportunity
55%
95%
SERVICE CONTENT
INTEGRATED TOUCH-POINTS
INCREASED EDUCATION
SIMPLIFIED DATA ACCESS
EASE OF USE / USABILITY
BILLING TRANSPARENCY AND REPORTING
INCREASED PERSONALISATION
MOBILE INTERNET DISCOVERABILITY
INFO, ENTERTAINMENT, LOCATION, M-COMMERCE
HANDSET SELECTION
WOW
SATISFYFIX THE BASICS
WOW
Source: Australian Mobile Phone Lifestyle Index
(RE)LEARNTMOBILE EXPERIENCE IS MULTI-CHANNEL
TWO EXAMPLESINTEGRATED IN-STORE COMMUNICATION
MOBILE SERVICE DESIGN LED US TO REDESIGN IN-STORE COLLATERAL, RATHER THAN MOBILE UI. RESULTS SHOWED THAT IMPROVING COMMUNICATION ACROSS CHANNELS CAN DRASTICALLY IMPROVE MOBILE INTERNET USAGE 12+ AFTER SIGNUP
Send 2,000 emails, or
Watch 1 hour of YouTube, or
Surf the web for 20 hours
Send 4,000 emails, or
Watch 2 hours of YouTube, or
Surf the web for 40 hours
Send 10,000 emails, or
Watch 6 hours of YouTube, or
Surf the web for over 100 hours
* The Skype free inclusion is vaild for 4000 minutes. Included Skype minutes only apple to Skype to Skype calls using Skype software supported by 3.
Things you need to know All inclusions are accurate at the time of printing, any other additional 3G services are exluded. X-Series Packs do not support
Skype In, Skype Out, Skype SMS or Skype video calls. Not available when national or international roaming. Mobile internet excludes roaming charges of
$1.65/MB (including roaming within 3’s Broadband Zone). Planet 3 only available in 3’s Broadband Zone. 3 Lite available in 3’s Talk and Messaging Zone.
Planet 3 availability also depends on your mobile. Planet 3 and 3 Lite content may be changed from time to time. Prices are subject to change. You will be
notified of any future change to Planet 3 or 3 Lite pricing.
Send 500 emails, or
Watch 10 minutes of YouTube,
or Surf the web for 5 hours
3GB $40 PER MONTH
Mobile Internet
Facebook 4,000 minutes
News & Weather Sport Fun
Ricki Lake
TV Fix
Movie Fix
your restaurants
your bars
Astrolife
Fox Sport
ABC
Sportal
Real Footy Rugby
Heaven
Barclays
Sky News
SMH
ABC
Herald Sun
perthnow
i-CABLE
or or
Included Free with all Plans
Also included (Choose one of these options)
Want more? Add an extra option for only $3 per month more OR get all 3 options for only $5 per month more.
Brochure_Final_1_3.ai
Facebook 4,000 minutes
News & Weather Sport Fun
Ricki Lake
TV Fix
Movie Fix
your restaurants
your bars
Astrolife
Fox Sport
ABC
Sportal
Real Footy Rugby
Heaven
Barclays
Sky News
SMH
ABC
Herald Sun
perthnow
i-CABLE
or or
Included Free with all Plans
Also included (Choose one of these options)
* The Skype free inclusion is vaild for 4000 minutes. Included Skype minutes only apple to Skype to Skype calls using Skype software supported by 3.
Things you need to know All inclusions are accurate at the time of printing, any other additional 3G services are exluded. X-Series Packs do not support
Skype In, Skype Out, Skype SMS or Skype video calls. Not available when national or international roaming. Mobile internet excludes roaming charges of
$1.65/MB (including roaming within 3’s Broadband Zone). Planet 3 only available in 3’s Broadband Zone. 3 Lite available in 3’s Talk and Messaging Zone.
Planet 3 availability also depends on your mobile. Planet 3 and 3 Lite content may be changed from time to time. Prices are subject to change. You will be
notified of any future change to Planet 3 or 3 Lite pricing.
Browse the Mobile Internet for a few
minutes everyday
Stay in touch with facebook
Talk to your friends on Skype
Keep up to date with the latest scores and more
Connect to the Mobile Internet when you need it
Stay in touch with Facebook, MySpace and Twitter
Google things and check out some cool apps
Talk to your friends on Skype
Get serious about the Mobile Internet
Watch clips online and download music
Stay on top of your social networking
Talk to your friends on Skype
More Mobile Internet than ever
Movies, music, streaming whenever
Use your mobile as a modem
Connect to almost anything, anytime
Want more? Add an extra option for only $3 per month more OR get all 3 options for only $5 per month more.
Mobile Internet
$40 PER MONTH3GB
Brochure_Final_3_4.ai
COLLATERAL CONCEPTS
COLLATERAL CONCEPTS
Get the interneton your mobile
Things you need to know All inclusions are accurate at the time of printing, any other additional 3G services are exluded. X-Series Packs do not support Skype In, Skype Out, Skype SMS or Skype video calls. Not
available when national or international roaming. Mobile internet excludes roaming charges of $1.65/MB (including roaming within 3’s Broadband Zone). Planet 3 only available in 3’s Broadband Zone. 3 Lite
available in 3’s Talk and Messaging Zone. Planet 3 availability also depends on your mobile. Planet 3 and 3 Lite content may be changed from time to time. Prices are subject to change. You will be notified of
any future change to Planet 3 or 3 Lite pricing.
Awesomeentertainment.
Over 24 months*
You’ll get: $650 of calls, SMS & more every
month, plus $350 of Free Talk to anyone on 3.
So that’s: $1,000 of total value
$69 Monthly Cap
Ultra fast mobile internet
More Mobile Internet than ever
Movies, music, streaming whenever
Use your mobile as a modem
Connect to almost anything,
anytime
Mobile Internet
3GB $40 PER MONTH
Poster_MobInt_UltimateArrow2.ai
Things you need to know All inclusions are accurate at the time of printing, any other additional 3G services are exluded. X-Series Packs do not support Skype In, Skype Out, Skype SMS or Skype video calls. Not
available when national or international roaming. Mobile internet excludes roaming charges of $1.65/MB (including roaming within 3’s Broadband Zone). Planet 3 only available in 3’s Broadband Zone. 3 Lite
available in 3’s Talk and Messaging Zone. Planet 3 availability also depends on your mobile. Planet 3 and 3 Lite content may be changed from time to time. Prices are subject to change. You will be notified of
any future change to Planet 3 or 3 Lite pricing.
Freedomfrom boredom.
Get the interneton your mobile
Over 24 months*
You’ll get: $150 of calls, SMS & more every
month, plus $160 of Free Talk to anyone on 3.
So that’s: $350 of total value
$29Monthly Cap
Keep up to date with your friends
Connect to the Mobile Internet
when you need it
Stay in touch with Facebook,
MySpace and Twitter
Google things and check out
some cool apps
Talk to your friends on Skype
Mobile Internet
Poster_MobInt_StandardArrow3.ai
Mobile Internet
Things you need to know All inclusions are accurate at the time of printing, any other additional 3G services are exluded. X-Series Packs do not support Skype In, Skype Out, Skype SMS or Skype video calls. Not
available when national or international roaming. Mobile internet excludes roaming charges of $1.65/MB (including roaming within 3’s Broadband Zone). Planet 3 only available in 3’s Broadband Zone. 3 Lite
available in 3’s Talk and Messaging Zone. Planet 3 availability also depends on your mobile. Planet 3 and 3 Lite content may be changed from time to time. Prices are subject to change. You will be notified of
any future change to Planet 3 or 3 Lite pricing.
The HTC Magicloves the internet.
Send 10,000 emails, or
Watch 6 hours of YouTube, or
Surf the web for over 100 hours
Get the interneton your mobile
Over 24 months*
You’ll get: $650 of calls, SMS & more every
month, plus $350 of Free Talk to anyone on 3.
So that’s: $1,000 of total value
$69 Monthly Cap
Ultra fast mobile internet
Poster_MobInt_SuperRound.ai
COLLATERAL CONCEPTS
SERVICE DESIGN TOOLS
SERVICE BLUEPRINTING- fantastic tool, requires real insight
ACTOR MAPPING - not for the faint hearted
CUSTOMER JOURNEY MAPPING
An ideal starting point. Customer journeys are best built using customer narratives and observations. Results correlate at both micro and macro levels with Net Promoter Score for organisational measurement.
EXPERIENCE MAPPING
MENTAL MODELS&TASK ANALYSIS
Mental models are great for breaking down customer journeys into signi!cant moments, intentions and expectations.
CULTURAL PROBES&DIGITAL ETHNOGRAPHIES
Cultural probes are a great way of tracking customer journeys and touch-point interactions over long periods of time. Other forms of digital ethnographies are also effective in this manner.
Major Australian bank. Floors mapped out with customer journeys identifying internal and external touchpoint interactions. Design improvements and priorities are mapped directly on the boards
CUSTOMER EXPERIENCE JOURNEY MAPPING + NPS
ACTIVITIES
CUSTOMER LIFECYCLE ALIGNMENT
CUSTOMER JOURNEYS
EXPERIENCE MAPPING
DETRACTORS/DELIGHTERS
PRODUCT/SERVICE DESIGN
ACTIVITY-CENTRICMotivations
ContextGoals
Community
HIGH-LEVEL SERVICE DESIGN FRAMEWORK
ACTIVITIES
CUSTOMER LIFECYCLE ALIGNMENT
CUSTOMER JOURNEYS
EXPERIENCE MAPPING
DETRACTORS/DELIGHTERS
PRODUCT/SERVICE DESIGN
CUSTOMER EPICTenureGrowth
AwarenessInternal view
HIGH-LEVEL SERVICE DESIGN FRAMEWORK
ACTIVITIES
CUSTOMER LIFECYCLE ALIGNMENT
CUSTOMER JOURNEYS
EXPERIENCE MAPPING
DETRACTORS/DELIGHTERS
PRODUCT/SERVICE DESIGN
SCENARIOS/STORIESMulti-channel journeyTouch-point mapping
Value stream process mappingService blueprinting
Storboarding
HIGH-LEVEL SERVICE DESIGN FRAMEWORK
ACTIVITIES
CUSTOMER LIFECYCLE ALIGNMENT
CUSTOMER JOURNEYS
EXPERIENCE MAPPING
DETRACTORS/DELIGHTERS
PRODUCT/SERVICE DESIGN
INTERACTIONCustomer narratives
ObservationMap delighters/detractors (+/-)
Experience pro!les (a la Personas)
HIGH-LEVEL SERVICE DESIGN FRAMEWORK
ACTIVITIES
CUSTOMER LIFECYCLE ALIGNMENT
CUSTOMER JOURNEYS
EXPERIENCE MAPPING
DETRACTORS/DELIGHTERS
PRODUCT/SERVICE DESIGN
POSITIVE/WOWProcess, Tools, Product, UI
Multi-teamDesign insights
NPS input/output
HIGH-LEVEL SERVICE DESIGN FRAMEWORK
ACTIVITIES
CUSTOMER LIFECYCLE ALIGNMENT
CUSTOMER JOURNEYS
EXPERIENCE MAPPING
DETRACTORS/DELIGHTERS
PRODUCT/SERVICE DESIGN
‘d’ESIGNCommunicate
Focus & PrioritiseIntegration
Productivity, Value, Cost
HIGH-LEVEL SERVICE DESIGN FRAMEWORK
TAKE HOME
‣ A better understanding of the customer journey is essential for service integration
‣ Better understanding of customer journeys across channels allows companies to align value propositions with customer needs at speci!c touch-points
‣ Service design helps to align customer interaction costs with user and business value
‣ Service design is more likely to drive loyalty and ARPU as customers get what they want in the most desirable channel
‣ Well designed and integrated cross-channel experiences are more likely to produce greater cross/up-sell
‣ Senior management must reward (and KPI) service design initiatives
‣ There are plenty of existing UX/Design/Service tools that can be readily applied to service design problems.
TAKE HOME POINTS
GREENER PASTURES...
Email: [email protected]