service design: beyond customer journey mapping
TRANSCRIPT
1© User Centric, Inc., June 2012We Believe Experiences Matter™ Webinar Series
Service Design
Beyond Customer Journey Mapping
May 30, 2012
PRESENTER:
ShaileshMangaDirectorUser Centric, Inc.
(Dan Delaney)
Pamela Stoffregen-GaySr. Marketing Mgr.User Centric, Inc.
MODERATOR:#uxlunch
@UserCentricInc
3© User Centric, Inc., June 2012
Why are We Here?
Who We Are
The Webinars
Today’s Topic
What We Do
User Centric, Inc.A global user experience research and design firm
ShaileshManga
Director
4© User Centric, Inc., June 2012
Why are We Here?
Who We Are
The Webinars
Today’s Topic
What We Do
Usability
• Eye Tracking• Usability
Testing• Usability
Evaluations• Remote
Testing
User-Centered Design
• Information Architecture
• Interaction and User Interface Design
• Graphic Design
• Personas• Localization• Service
Design
User Research
• Ethnography• Focus Groups• Online
Surveys• Global Testing• Service
Design
5© User Centric, Inc., June 2012
Why are We Here?
Who We Are
The Webinars
Today’s Topic
What We Do
We Believe Experience Matters™
• Contact Centers• Electronic Health Records• Medical Devices• Mobile Devices
• Heavily-Used Interfaces• Complex User Interfaces• Dashboards
• Interaction Design• Eye Tracking• Service Design• Designer/Developer
Collaboration
6© User Centric, Inc., June 2012
Why are We Here?
Who We Are
The Webinars
Today’s Topic
What We Do
Service Design – Beyond Customer Journey Maps
• Goal: Present a pragmatic approach for Service Design
• Intro: Analogy to set the scene• Pillars: Framework for approaching Service Design• Map: Explore holistically, Act locally• Measure: Identify weaknesses in the experience• Prioritize: Improve experience where it matters• Questions
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Setting the sceneIntroduction
Introduction Pillars Map Measure Prioritize Summary
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Pic of family and renovation shotsIntroduction Pillars Map Measure Prioritize Summary
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Home ImprovementsIntroduction Pillars Map Measure Prioritize Summary
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Pic of family and renovation shotsIntroduction Pillars Map Measure Prioritize Summary
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Pic of family and renovation shotsIntroduction Pillars Map Measure Prioritize Summary
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Home -> Customer Experience Improvements
Balance family experience, finances and resale value
Balance customer experience, costs and business outcomes
Introduction Pillars Map Measure Prioritize Summary
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Customer Experience ImprovementsIntroduction Pillars Map Measure Prioritize Summary
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Framework for approaching Service DesignPillars
Click icon to add picture
Map
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
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Service Design – Key Challenges
1. Customer Experiences are often multi-channel yet organizations have silos
2. Where do I focus my limited resources - ROI
Map
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
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Map
Measure
Prioritize
Three Interlocking Pillars of Service Design
Customer Experiences are often multi-channel yet organizations have silos
Where do I focus my limited resources - ROI
Map
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
18© User Centric, Inc., June 2012
Explore Holistically, Act LocallyMap
Map
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
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Purpose
Map
Measure
Prioritize
1. Capture overview of components that create the experience
2. Establish a multichannel view of interactions between an organization and customers from the customers perspective
3. Capture research in a useful manner
Map
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
20© User Centric, Inc., June 2012
The x - Axis = The Customer (time)Map
Measure
PrioritizeWhat are the stages/phases that make up the experience?
Introduction Pillars Map Measure Prioritize Summary
21© User Centric, Inc., June 2012
The y - Axis = The Organization (other influencers)Map
Measure
PrioritizeTouchpoints• Web, retail, call center,
people, product, bill
Distribution Channels• Dealers, distributors
Secondary customer components• Needs, emotions, 3rd party
activities
Introduction Pillars Map Measure Prioritize Summary
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Map StructureMap
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
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Identify weaknesses in the experienceMeasure
Click icon to add picture
Map
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
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Purpose
1. Measure experience of each contributing factor
2. Identify weaknesses in the experience
3. Create a baseline to measure change against
Map
Measure
Prioritize
Map
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
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Draft MapMap
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
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Research – Deep DiveMap
Measure
Prioritize
1. Understand the “why?”
2. Capture more measures and increase fidelity of the map
3. Research toolbox• Interviews, group sessions,
user testing, longitudinal studies etc
Introduction Pillars Map Measure Prioritize Summary
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Map with Data OverlayMap
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
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Improve Experience where mattersPrioritize
Click icon to add picture
Map
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
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Purpose
1. Balance customer experience with business realities
2. Introduce cost and benefit elements
3. Ensure ROI is an important part of decision making
Map
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
Map
Measure
Prioritize
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Possible Areas of FocusIntroduction Pillars Map Measure Prioritize Summary
Map
Measure
Prioritize
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Map with Data OverlayIntroduction Pillars Map Measure Prioritize Summary
Initiative Current Measure Predicted Impact
Cost Ranking
Online / Research Satis. = 5 / 10 +1 $$$$ 3
Online / Setup Satis. = 2 / 10 +5 $$ 1
Store / Setup Satis. = 6 / 10 +2 $$$ 2
Map
Measure
Prioritize
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Prioritization ChartIntroduction Pillars Map Measure Prioritize Summary
Map
Measure
Prioritize
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Summary
Click icon to add picture
Map
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
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BalanceIntroduction Pillars Map Measure Prioritize Summary
Map
Measure
Prioritize
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Map
Measure
Prioritize
Three Interlocking Pillars of Service Design
Customer Experiences are often multi-channel yet organizations have silos
Where do I focus my limited resources - ROI
Map
Measure
Prioritize
Introduction Pillars Map Measure Prioritize Summary
36© User Centric, Inc., June 2012
Prioritization ChartIntroduction Pillars Map Measure Prioritize Summary
Map
Measure
Prioritize
37© User Centric, Inc., June 2012We Believe Experiences Matter™ Webinar Series
Questions?
May 30, 2012
PRESENTERS:#uxlunch
@UserCentricInc
Service Design – Beyond Customer Journey Maps
Up Next:Complex user interfaces don’t need to be…complexTuesday, July 10, 2012Noon CDT (UTC-4)http://usercentric.com/webinars/
ShaileshMangaDirectorUser Centric, [email protected]@shaileshmanga