Service Design Lecture 4 KISK FF MU Brno 5 November 2014

Design Workshop

What do you know already?

Last Time

• We reviewed Personas and interviews

• We discussed Customer Journeys

• We did sketch Customer Journey for your persona

Today

• We‘ll write down the teams

• We‘ll articulate the problems and opportunities

• We‘ll design using Kentico‘s method

• We‘ll share the ideas

• We‘ll design again

• We‘ll specify prelim design for review next time

What do we actually design?

What do we actually design?

Many possible approaches, all are valid

• Improving just one touchpoint (the form, ŽÚ)

• Improving communication (help line, support through social media, contact points)

• Improving the journey (findabile microsite, electronic submission, e-mail confirmation)

• Improving the overall experience (all above combined)

How to specify challanges?

1. Write down all problems you see

2. Group them if needed

3. Give each group a priority based on customer pain (or gain)

4. Make a list of problems ordered by descending priority

Customer/company benefits

Co

sts

High potential.

Expensive but with high value. Usually long-term projects.

Don‘t do it.

High cost, low value added. Usually major technological

problems.

Maybe sometime.

Low value, low

cost. Usually when there is time for

maintenance.

Do for sure.

Significat low-cost boost to service.

Low hanging fruit, i do these first

I usually prioritize on both benefit (customer + firm) and costs, i.e. what it brings and what it costs.

The Design Workshop

1. Specify challenge(s)

2. Brainstorm solutions

3. Share ideas

4. Incorporate ideas of others and refine your design

5. Share again

20 min

20

5/team + 10 voting

20

5 + 10 again

After this, the team sits down, discusses the ideas in detail and refines all aspects (touchpoints, customer journey) of the new design.

Prelim Design Presentation

Important

• How good your research is (personas, journeys and insights/problems)

• How clear your explanation of the new design is

• What the key benefits and innovation are

• How much you tested the new design already

Not important

• How slides look

• How is your English or presentation style

• How your design vizualization looks

• If all members or just one deliver the presentation

Next Meeting

• Every team presents their new design

• Others critique it from persona and customer journey perspective and give feedback

• We get ready for final presentations

19 November from 1 to 4 PM at MZK