Creating a service experience from scratch [workshop]
Transcript of Creating a service experience from scratch [workshop]
Lily DartFreelance service design & user research
@lily_dart lilydart.com
Creating a service experience from scratch
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Creating a service experience from scratch
Service design is a holistic, user-centred approach to designing services
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Creating a service experience from scratch
Products create value through fulfilling a specific, unchanging, function.
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Creating a service experience from scratch
Services are sequences of interactions that create value for a user.
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Creating a service experience from scratch
1. Focuses on meeting service user needs
2. Considers end-to-end user journey
4. Designs business processes
3. Designs for staff needs
5. Is measurable
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Creating a service experience from scratch
Service design considers all of these elements in a service
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Creating a service experience from scratch
Service design considers all of these elements in a service
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Creating a service experience from scratch
Today we’ll design a basic service from scratch, based on user needs, staff needs and a stress persona
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Creating a service experience from scratch
Get into groups of 5, and introduce yourselves.
Task 0
2 MINS
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Creating a service experience from scratch
1. Create a service narrative
3. Test and iterate the prototype
2. Create a service prototype
4. Create a service blueprint
5. Design metrics for the service
— LUNCH —
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Creating a service experience from scratch
User needs are descriptions of the key needs of your service users
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Creating a service experience from scratch
Staff needs are descriptions of what staff need to deliver a service that meets user needs
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Creating a service experience from scratch
Stress personas are depictions of users who could experience unexpected impacts from a service
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Creating a service experience from scratch
Stress personas help us to design empathetically for our users
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Creating a service experience from scratch
Review your research packs for the services you’ll be designing.
User needs Staff needs Stress persona
Task 1
2 MINS
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Creating a service experience from scratch
Service narratives
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Creating a service experience from scratch
Creating a service narrative is designing an experience, end to end
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Creating a service experience from scratch
1. Timing and sequencing
2. Setting expectations
3. Evidencing
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Creating a service experience from scratch
What is being said or
thought
When it’s happening
What is happening
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Creating a service experience from scratch
Design a service narrative from initial introduction to the service for your persona, through to completion of a first appointment.
Consider timing and sequencing, expectation setting and evidencing.
Task 2
20 MINS
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Creating a service experience from scratch
Service prototyping
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Creating a service experience from scratch
Great service experiences require experimentation and evaluation
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Creating a service experience from scratch
A prototype is worth a thousand meetings.”“Designation
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Creating a service experience from scratch
You can’t know the experience you’ve created until you put it in front of a user
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Creating a service experience from scratch
Paper
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Creating a service experience from scratch
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Creating a service experience from scratch
Phones
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Creating a service experience from scratch
Photo by Tom Page licensed under Creative Commons CC Attribution
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Creating a service experience from scratch
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Creating a service experience from scratch
Photo by Tom Page licensed under Creative Commons CC Attribution
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Creating a service experience from scratch
Service walkthrough
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Creating a service experience from scratch
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Creating a service experience from scratch
Service roleplay
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Creating a service experience from scratch
Photo by O’mar Miguel licensed under Creative Commons CC Attribution
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Creating a service experience from scratch
Design service prototypes to test out one or two interactions in your service journey, using:
Paper Phones Email Desktop walkthroughs Service roleplays
Task 320 MINS
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Creating a service experience from scratch
1. Find another team with a different service2. Ask them to familiarise themselves with your user
needs and persona 3. And then test out your prototypes, with members
of the other team acting as the customer
Task 4
10 MINS
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Creating a service experience from scratch
1. Swap!2. Ask the team you just tested prototypes for to familiarise
themselves with your user needs and persona3. And then test out your prototypes, with members of the other
team acting as the customer
Task 5
10 MINS
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Creating a service experience from scratch
Lunch!
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Creating a service experience from scratch
Photo by Tom Page licensed under Creative Commons CC Attribution
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Creating a service experience from scratch
Use your feedback from the other team to iterate your service narrative and prototypes.
Task 6
10 MINS
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Creating a service experience from scratch
Service blueprints
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Creating a service experience from scratch
Service blueprints are a method of displaying all interactions in a service journey
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Creating a service experience from scratch
User actions
Support processes
Time
Online
Phone
In person
Back stage
Front stage
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Creating a service experience from scratch
User actions
Support processes
Online
Phone
In person
Back stage
Front stage
Request for quote
Form submitted via website
Email, address and phone number added to database
2 hrs
Call to confirm initial appointment
Cleaner appointed to client, appointment scheduled
Call received from cleaning service
Assessment visit at clients home
Meets cleaner at home, discusses requirements
Receives and accepts quote
Regular appointment added to scheduling tool
Requirements added to database and quote generated
1 hr
Email sent with quote and confirmation request
1 hr
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Creating a service experience from scratch
Start your service blueprint.
Use your service journey to add user actions and timings. Add front stage interactions into the appropriate channels.
Task 6
Online
Phone
In person
Front stage
Request for quote
Form submitted via website
Call to confirm initial appointment
Call received from cleaning service
Assessment visit at clients home
Meets cleaner at home, discusses requirements
User actions
20 MINS
2 hrs
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Creating a service experience from scratch
User actions
Online
Phone
In person
Back stage
Front stage
Request for quote
Form submitted via website
2 hrs
Call to confirm initial appointment
Call received from cleaning service
Assessment visit at clients home
Meets cleaner at home, discusses requirements
Receives and accepts quote
Support processes
Email, address and phone number added to database
Cleaner appointed to client, appointment scheduled
Regular appointment added to scheduling tool
Requirements added to database. Quote created and emailed
1 hr
Email sent with quote and confirmation request
1 hr
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Creating a service experience from scratch
Support processes
Email, address and phone number added to database
Cleaner appointed to client, appointment scheduled
Regular appointment added to scheduling tool
Requirements added to database. Quote created and emailed
Data collection Internal systems
Business process Internal systems
Data collection Internal systems Automation
Business process Internal systems Automation
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Creating a service experience from scratch
Add backstage support processes to your service blueprint.
• Business processes • Data collection • Internal systems • Automation
Task 715 MINS
Support processes
Online
Phone
In person
Back stage
Front stage
Request for quote
Form submitted via website
Email, address and phone number added to database
2 hrs
Call to confirm initial appointment
Cleaner appointed to client, appointment scheduled
Call received from cleaning service
Assessment visit at clients home
Meets cleaner at home, discusses requirements
Requirements added to database. Quote created and emailed
1 hr
User actions
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Creating a service experience from scratch
Designing metrics
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Creating a service experience from scratch
How will we know the if the service is performing as intended?
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Creating a service experience from scratch
% of potential clients who accept quotes
Metric
User actions
Support processes
Front stage interactions
Back stage
Front stage
Request for quote
Form submitted via website
Address and contact details added to database
2 hrs
Call to confirm initial appointment
Cleaner appointed to client, appointment scheduled
Call received from cleaning service
Assessment visit at clients home
Meets cleaner at home, discusses requirements
Receives and accepts quote
Regular appointment added to scheduling tool
Requirements added to database and quote generated
1 hr
Email sent with quote and confirmation request
1 hr
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Creating a service experience from scratch
% of customers who cancel service
% of missed appointments
% of new customers through recommendations
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Creating a service experience from scratch
Watch out for perverse metrics
% of queries resolved within 24 hours
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Creating a service experience from scratch
Watch out for perverse metrics
% of users satisfied with query resolution
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Creating a service experience from scratch
Good metrics are measurable and actionable
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Creating a service experience from scratch
Design two or more metrics for your service.
Make sure they are measurable and actionable.
10 MINS
% of potential clients who accept quotes
Metric
Support processes
Front stage interactions
Back stage
Front stage
Request for quote
Form submitted via website
Address and contact details added to database
2 hrs
Call to confirm initial appointment
Cleaner appointed to client, appointment scheduled
Call received from cleaning service
Assessment visit at clients home
Meets cleaner at home, discusses requirements
Requirements added to database and quote generated
1 hr
User actions
Task 8
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Creating a service experience from scratch
Tell us about your service
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Creating a service experience from scratch
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Creating a service experience from scratch
• Research and prototype development • Business process design • Business systems design • Communications design • Interaction design
TODAY WE COVERED:
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Creating a service experience from scratch
• Graphic design • Marketing • Organisational design • Business model design • Strategy
SERVICE DESIGN ALSO CONSIDERS:
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Creating a service experience from scratch
Service design can’t be done by a single person
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Creating a service experience from scratch
But, we can all use service design thinking to improve our approach to problem solving
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Creating a service experience from scratch
• Holistic viewpoint • Timing and sequencing • Setting and meeting expectations • Evidencing • Measuring and evaluating experiences
SERVICE DESIGN THINKING:
Lily Dart
Freelance service design & user research
@lily_dart lilydart.com
Any questions?