Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
5 Things I
Wish I Knew
A Service Design Journey
SERVICE EXPERIENCE CONFERENCE
OCTOBER 3, 2013
Why are you here?
I’M A POET
A DESIGNER
Design Process
RESEARCH INSIGHT IDEATE DELIVER
PHOTO CREDIT: KIPUM LEE
PHOTO CREDIT: KIPUM LEE
SERVICEDESIGNTOOLS.ORG
2006
ATTENDED FIRST
INTERNATIONAL
SERVICE DESIGN
CONFERENCE
2007
DIRECTED SECOND
INTERNATIONAL
SERVICE DESIGN
CONFERENCE
2008 – PRESENT
SUPPORTED THE
DEVELOPMENT OF
THE SERVICE
DESIGN NETWORK
5 Things I
Wish I Knew
1. It goes beyond customers.
We dropped our 10-year old Phoebe at the
San Francisco airport on Saturday, June
30th for her first flight as an
unaccompa...
United has made the travel process and
experience unbearable by de-humanizing
any and all experiences UNLESS you are a
Pre...
There’s a deeper problem here.
TOUCHPOINT
CUSTOMER
STAFF
PRODUCTS OPERATIONS STRUCTURE CULTURE
CUSTOMER
EXPERIENCE
BIZ & STAFF
EXPERIENCE
SX
BUSINESSSTAFF
CUSTOMER
EMPATHY
TRIANGLE
We need a balance.
PEOPLE FIRSTBUSINESS FIRST
INSIDE OUT OUTSIDE IN
OUTSIDE IN
& INSIDE OUT
You need to design service experience from
inside...
Service design applies design methods and craft
to the definition and orchestration of service
experiences.
Service design ...
Foundational
Transformational
CREATING AN SX TEAM REPORTING THE NUMBERSASKING FOR BLUEPRINTS
My highlights
Advice
Be human.
Advice
Focus as much on staff and
business empathy as you do
customers.
2. You won’t always know
what you’re doing.
What improves the patient
experience at a neurosurgery clinic?
ANSWER
SEATING
ARRANGEMENT
BEFORE
AFTER
ANSWER
HANDOUT
I know you don’t want to be here.
I know you don’t want to know me.
But the best thing that could happen
is...
ANSWER
INTERACTIVE
SYSTEM
You’re all right!
SERVICE DESIGN
PRODUCT DESIGN
Ambiguity and myriad solutions
means you won’t always know what
you’re doing.
RESPONDS TO NEW
LEARNINGS
KEEPS IT
EXCITING!
FOCUSES ON THE
RIGHT PROBLEM
Why that’s good
The real problem is often not the one
you’re asked to solve.
IT’S HARD TO BUY DIFFICULT TO PLANAMBIGUITY IS SCARY
Why that’s bad
Advice
Make the strategy tangible.
Advice
Show value through execution.
3. There’s lots of storytelling!
It’s hard to show a service experience.
CAPTURE
STORIES
MAP STORIES
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Bo...
WRITE STORIES
ILLUSTRATE
STORIES
ACT OUT STORIES
SOCIALIZE STORIES
BUY ININSPIRATION
Stories are like putting wheels on a mountain.
Advice
Invest in storytelling.
Advice
Help others tell stories.
4. It’s not about ideas.
TYPICAL
HUNDREDS
OF IDEAS
Given the right inputs, everyone can
come up with great ideas.
Ideas are sexy.
Execution? Not so
much. This is a
conundrum.
— Behance CEO Scott Belsky
VISION PLANNING EXECUTION
SERVICE DESIGN
DOESN’T STOP HERE.
Ideas are a dime a
dozen. People who
implement them are
priceless.
— Mary Kay Ash
You need to carry the vision through
planning and execution.
It’s hard!
But really, really, really, really,
really important.
Businesses love to chase squirrels.
ALIGN
TOWARD A
COMMON GOAL
Ideas tend to get lost along the way.
MANAGE
DELIVERY
OVER TIME
MOBILE APP MAIL PIECECUSTOMER SERVICE
ORCHESTRATE
EXECUTION
Features get executed in silos.
Advice
Align ideas.
Advice
Know the service design can be
a long, hard journey.
Advice
Create a team to sustain the
vision through planning and
execution.
5. You can’t do this alone.
There is no black
box design in
service design.
Everyone can participate in the
design process.
DOCTORS
& NURSES
PROCESS
ENGINEERS &
EXECUTIVES
We can no longer work separately.
DESIGN BUSINESS
Advice
Bring customers, designers,
and the business together.
Advice
Create a common space to
work together and share ideas.
What’s next?
TELLING STORIES ORCHESTRATING
EXPERIENCES
FACILITATING DESIGN
Service design craft
CREATIVITY MANAGEMENTLEADERSHIP
Service Design Education
TOUCHPOINT
CUSTOMER
STAFF
PRODUCTS OPERATIONS STRUCTURE CULTURE
CUSTOMER
EXPERIENCE
BIZ & STAFF
E...
Design-business hybrid
+
Programs, not projects
QUICK WIN
BIG WIN
SERVICE DESIGN IS
NOT ONE AND DONE
We shape our
buildings and
afterwards our
buildings shape us.
— Winston Churchill
We shape our services,
and our services shape us.
Design is about
making things exactly
as you want them.
— Bruce Mau
If you can design a service to be as
you would like it to be, what else
would you change in the world?
Thank you.
JAMIN HEGEMAN
DESIGN DIRECTOR
JAMIN@ADAPTIVEPATH.COM
@JAMIN | JAMIN.ORG
5 Things I Wish I Knew – A Service Design Journey
5 Things I Wish I Knew – A Service Design Journey
Upcoming SlideShare
Loading in …5
×

of

5 Things I Wish I Knew – A Service Design Journey Slide 1 5 Things I Wish I Knew – A Service Design Journey Slide 2 5 Things I Wish I Knew – A Service Design Journey Slide 3 5 Things I Wish I Knew – A Service Design Journey Slide 4 5 Things I Wish I Knew – A Service Design Journey Slide 5 5 Things I Wish I Knew – A Service Design Journey Slide 6 5 Things I Wish I Knew – A Service Design Journey Slide 7 5 Things I Wish I Knew – A Service Design Journey Slide 8 5 Things I Wish I Knew – A Service Design Journey Slide 9 5 Things I Wish I Knew – A Service Design Journey Slide 10 5 Things I Wish I Knew – A Service Design Journey Slide 11 5 Things I Wish I Knew – A Service Design Journey Slide 12 5 Things I Wish I Knew – A Service Design Journey Slide 13 5 Things I Wish I Knew – A Service Design Journey Slide 14 5 Things I Wish I Knew – A Service Design Journey Slide 15 5 Things I Wish I Knew – A Service Design Journey Slide 16 5 Things I Wish I Knew – A Service Design Journey Slide 17 5 Things I Wish I Knew – A Service Design Journey Slide 18 5 Things I Wish I Knew – A Service Design Journey Slide 19 5 Things I Wish I Knew – A Service Design Journey Slide 20 5 Things I Wish I Knew – A Service Design Journey Slide 21 5 Things I Wish I Knew – A Service Design Journey Slide 22 5 Things I Wish I Knew – A Service Design Journey Slide 23 5 Things I Wish I Knew – A Service Design Journey Slide 24 5 Things I Wish I Knew – A Service Design Journey Slide 25 5 Things I Wish I Knew – A Service Design Journey Slide 26 5 Things I Wish I Knew – A Service Design Journey Slide 27 5 Things I Wish I Knew – A Service Design Journey Slide 28 5 Things I Wish I Knew – A Service Design Journey Slide 29 5 Things I Wish I Knew – A Service Design Journey Slide 30 5 Things I Wish I Knew – A Service Design Journey Slide 31 5 Things I Wish I Knew – A Service Design Journey Slide 32 5 Things I Wish I Knew – A Service Design Journey Slide 33 5 Things I Wish I Knew – A Service Design Journey Slide 34 5 Things I Wish I Knew – A Service Design Journey Slide 35 5 Things I Wish I Knew – A Service Design Journey Slide 36 5 Things I Wish I Knew – A Service Design Journey Slide 37 5 Things I Wish I Knew – A Service Design Journey Slide 38 5 Things I Wish I Knew – A Service Design Journey Slide 39 5 Things I Wish I Knew – A Service Design Journey Slide 40 5 Things I Wish I Knew – A Service Design Journey Slide 41 5 Things I Wish I Knew – A Service Design Journey Slide 42 5 Things I Wish I Knew – A Service Design Journey Slide 43 5 Things I Wish I Knew – A Service Design Journey Slide 44 5 Things I Wish I Knew – A Service Design Journey Slide 45 5 Things I Wish I Knew – A Service Design Journey Slide 46 5 Things I Wish I Knew – A Service Design Journey Slide 47 5 Things I Wish I Knew – A Service Design Journey Slide 48 5 Things I Wish I Knew – A Service Design Journey Slide 49 5 Things I Wish I Knew – A Service Design Journey Slide 50 5 Things I Wish I Knew – A Service Design Journey Slide 51 5 Things I Wish I Knew – A Service Design Journey Slide 52 5 Things I Wish I Knew – A Service Design Journey Slide 53 5 Things I Wish I Knew – A Service Design Journey Slide 54 5 Things I Wish I Knew – A Service Design Journey Slide 55 5 Things I Wish I Knew – A Service Design Journey Slide 56 5 Things I Wish I Knew – A Service Design Journey Slide 57 5 Things I Wish I Knew – A Service Design Journey Slide 58 5 Things I Wish I Knew – A Service Design Journey Slide 59 5 Things I Wish I Knew – A Service Design Journey Slide 60 5 Things I Wish I Knew – A Service Design Journey Slide 61 5 Things I Wish I Knew – A Service Design Journey Slide 62 5 Things I Wish I Knew – A Service Design Journey Slide 63 5 Things I Wish I Knew – A Service Design Journey Slide 64 5 Things I Wish I Knew – A Service Design Journey Slide 65 5 Things I Wish I Knew – A Service Design Journey Slide 66 5 Things I Wish I Knew – A Service Design Journey Slide 67 5 Things I Wish I Knew – A Service Design Journey Slide 68 5 Things I Wish I Knew – A Service Design Journey Slide 69 5 Things I Wish I Knew – A Service Design Journey Slide 70 5 Things I Wish I Knew – A Service Design Journey Slide 71 5 Things I Wish I Knew – A Service Design Journey Slide 72 5 Things I Wish I Knew – A Service Design Journey Slide 73 5 Things I Wish I Knew – A Service Design Journey Slide 74 5 Things I Wish I Knew – A Service Design Journey Slide 75 5 Things I Wish I Knew – A Service Design Journey Slide 76 5 Things I Wish I Knew – A Service Design Journey Slide 77 5 Things I Wish I Knew – A Service Design Journey Slide 78 5 Things I Wish I Knew – A Service Design Journey Slide 79 5 Things I Wish I Knew – A Service Design Journey Slide 80 5 Things I Wish I Knew – A Service Design Journey Slide 81 5 Things I Wish I Knew – A Service Design Journey Slide 82
Upcoming SlideShare
This Is Service Design – UX Week 2011
Next
Download to read offline and view in fullscreen.

517 Likes

Share

Download to read offline

5 Things I Wish I Knew – A Service Design Journey

Download to read offline

Keynote presentation delivered October 3, 2013 at Adaptive Path's Service Experience Conference.

5 Things I Wish I Knew – A Service Design Journey

  1. 5 Things I Wish I Knew A Service Design Journey SERVICE EXPERIENCE CONFERENCE OCTOBER 3, 2013
  2. Why are you here?
  3. I’M A POET
  4. A DESIGNER
  5. Design Process RESEARCH INSIGHT IDEATE DELIVER
  6. PHOTO CREDIT: KIPUM LEE
  7. PHOTO CREDIT: KIPUM LEE
  8. SERVICEDESIGNTOOLS.ORG
  9. 2006 ATTENDED FIRST INTERNATIONAL SERVICE DESIGN CONFERENCE
  10. 2007 DIRECTED SECOND INTERNATIONAL SERVICE DESIGN CONFERENCE
  11. 2008 – PRESENT SUPPORTED THE DEVELOPMENT OF THE SERVICE DESIGN NETWORK
  12. 5 Things I Wish I Knew
  13. 1. It goes beyond customers.
  14. We dropped our 10-year old Phoebe at the San Francisco airport on Saturday, June 30th for her first flight as an unaccompanied minor. We then waited and waited for the call from camp that she arrived safely. That call did not come.
  15. United has made the travel process and experience unbearable by de-humanizing any and all experiences UNLESS you are a Premier member AND you beg someone to ‘be a parent’ AND they break the rules ONLY then can they maybe help you.
  16. There’s a deeper problem here.
  17. TOUCHPOINT CUSTOMER STAFF PRODUCTS OPERATIONS STRUCTURE CULTURE CUSTOMER EXPERIENCE BIZ & STAFF EXPERIENCE SX
  18. BUSINESSSTAFF CUSTOMER EMPATHY TRIANGLE We need a balance.
  19. PEOPLE FIRSTBUSINESS FIRST INSIDE OUT OUTSIDE IN OUTSIDE IN & INSIDE OUT You need to design service experience from inside and out.
  20. Service design applies design methods and craft to the definition and orchestration of service experiences. Service design examines the operations, culture, and structure of an organization for impact on service experience.
  21. Foundational Transformational
  22. CREATING AN SX TEAM REPORTING THE NUMBERSASKING FOR BLUEPRINTS My highlights
  23. Advice Be human.
  24. Advice Focus as much on staff and business empathy as you do customers.
  25. 2. You won’t always know what you’re doing.
  26. What improves the patient experience at a neurosurgery clinic?
  27. ANSWER SEATING ARRANGEMENT BEFORE AFTER
  28. ANSWER HANDOUT I know you don’t want to be here. I know you don’t want to know me. But the best thing that could happen is to know me. I’ve performed more than 3,000 neurosurgical procedures. More than 800 of those are what’s called minimally invasive endoscopic procedures. And I’m a person first. I’ll be direct and treat you like a friend. Occasionally, I may even make you laugh.
  29. ANSWER INTERACTIVE SYSTEM
  30. You’re all right!
  31. SERVICE DESIGN PRODUCT DESIGN
  32. Ambiguity and myriad solutions means you won’t always know what you’re doing.
  33. RESPONDS TO NEW LEARNINGS KEEPS IT EXCITING! FOCUSES ON THE RIGHT PROBLEM Why that’s good
  34. The real problem is often not the one you’re asked to solve.
  35. IT’S HARD TO BUY DIFFICULT TO PLANAMBIGUITY IS SCARY Why that’s bad
  36. Advice Make the strategy tangible.
  37. Advice Show value through execution.
  38. 3. There’s lots of storytelling!
  39. It’s hard to show a service experience.
  40. CAPTURE STORIES
  41. MAP STORIES Experience Map for Rail Europe | August 2011 STAGES DOING FEELING Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel People choose rail travel because it is convenient, easy, and flexible. Rail booking is only one part of people’s larger travel process. People build their travel plans over time. People value service that is respectful, effective and personable. EXPERIENCE Rail Europe Experience Map Kayak, compare airfare Google searches Research hotels Talk with friends Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Paper tickets arrive in mail • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? • Website experience is easy and friendly! • Frustrated to not know sooner about which tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. • Stressed that I’m about to leave the country and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! • I am feeling vulnerable to be in an unknown place in the middle of the night. • Stressed that the train won’t arrive on time for my connection. • Meeting people who want to show us around is fun, serendipitous, and special. • Excited to share my vacation story with my friends. • A bit annoyed to be dealing with ticket refund issues when I just got home. View maps Arrange travel Blogs & Travel sites Plan with interactive map Review fares Select pass(es) Enter trips Confirm itinerary Delivery options Payment options Review & confirm Map itinerary (finding pass) Destination pages May call if difficulties occur E-ticket Print at Station Web raileurope.com Wait for paper tickets to arriveResearch destinations, routes and products Live chat for questions Activities, unexpected changes Change plans Check ticket status Print e-tickets at home web/ apps Look up timetables Plan/ confirm activities Web Share photos Share experience (reviews) Request refunds Follow-up on refunds for booking changes Share experience Buy additional tickets Look up time tables Stakeholder interviews Cognitive walkthroughs Customer Experience Survey Existing Rail Europe Documentation Opportunities Guiding Principles Customer Journey Information sources RAIL EUROPE THINKING • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each place for site seeing and activities? • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? • Do I have everything I need? • Rail Europe website was easy and friendly, but when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? • I just figured we could grab a train but there are not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? • Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability more carefully. Ongoing, non-linear Linear process Non-linear, but time based Communicate a clear value proposition. STAGE: Initial visit Connect planning, shopping and booking on the web. STAGES: Planning, Shopping, Booking Arm customers with information for making decisions. STAGES: Shopping, Booking Improve the paper ticket experience. STAGES: Post-Booking, Travel, Post-Travel Make your customers into better, more savvy travelers. STAGES: Global Proactively help people deal with change. STAGES: Post-Booking, Traveling Support people in creating their own solutions. STAGES: Global Visualize the trip for planning and booking. STAGES: Planning, Shopping Enable people to plan over time. STAGES: Planning, Shopping Engage in social media with explicit purposes. STAGES: Global Communicate status clearly at all times. STAGES: Post-Booking, Post Travel Accommodate planning and booking in Europe too. STAGE: Traveling Aggregate shipping with a reasonable timeline. STAGE: Booking Help people get the help they need. STAGES: Global GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Mail tickets for refund Get stamp for refund
  42. WRITE STORIES
  43. ILLUSTRATE STORIES
  44. ACT OUT STORIES
  45. SOCIALIZE STORIES
  46. BUY ININSPIRATION Stories are like putting wheels on a mountain.
  47. Advice Invest in storytelling.
  48. Advice Help others tell stories.
  49. 4. It’s not about ideas.
  50. TYPICAL HUNDREDS OF IDEAS
  51. Given the right inputs, everyone can come up with great ideas.
  52. Ideas are sexy. Execution? Not so much. This is a conundrum. — Behance CEO Scott Belsky
  53. VISION PLANNING EXECUTION SERVICE DESIGN DOESN’T STOP HERE.
  54. Ideas are a dime a dozen. People who implement them are priceless. — Mary Kay Ash
  55. You need to carry the vision through planning and execution.
  56. It’s hard! But really, really, really, really, really important.
  57. Businesses love to chase squirrels. ALIGN TOWARD A COMMON GOAL
  58. Ideas tend to get lost along the way. MANAGE DELIVERY OVER TIME
  59. MOBILE APP MAIL PIECECUSTOMER SERVICE ORCHESTRATE EXECUTION Features get executed in silos.
  60. Advice Align ideas.
  61. Advice Know the service design can be a long, hard journey.
  62. Advice Create a team to sustain the vision through planning and execution.
  63. 5. You can’t do this alone.
  64. There is no black box design in service design.
  65. Everyone can participate in the design process.
  66. DOCTORS & NURSES
  67. PROCESS ENGINEERS & EXECUTIVES
  68. We can no longer work separately. DESIGN BUSINESS
  69. Advice Bring customers, designers, and the business together.
  70. Advice Create a common space to work together and share ideas.
  71. What’s next?
  72. TELLING STORIES ORCHESTRATING EXPERIENCES FACILITATING DESIGN Service design craft CREATIVITY MANAGEMENTLEADERSHIP
  73. Service Design Education TOUCHPOINT CUSTOMER STAFF PRODUCTS OPERATIONS STRUCTURE CULTURE CUSTOMER EXPERIENCE BIZ & STAFF EXPERIENCE SX
  74. Design-business hybrid +
  75. Programs, not projects QUICK WIN BIG WIN SERVICE DESIGN IS NOT ONE AND DONE
  76. We shape our buildings and afterwards our buildings shape us. — Winston Churchill
  77. We shape our services, and our services shape us.
  78. Design is about making things exactly as you want them. — Bruce Mau
  79. If you can design a service to be as you would like it to be, what else would you change in the world?
  80. Thank you. JAMIN HEGEMAN DESIGN DIRECTOR JAMIN@ADAPTIVEPATH.COM @JAMIN | JAMIN.ORG
  • ErinWebb13

    Nov. 23, 2021
  • marcelofagundeg

    Mar. 25, 2021
  • SandroZendron

    Nov. 17, 2020
  • AnhNgocVu

    Aug. 18, 2020
  • JessicaRayes

    Jun. 22, 2020
  • RaduZmeureanu1

    Jan. 14, 2020
  • ArbaazDesai27

    Oct. 26, 2019
  • PatrickMooney6

    Oct. 13, 2019
  • NaoyaUehara

    Jul. 7, 2019
  • langstonrichardson

    May. 6, 2019
  • TanyaBORODINA

    Apr. 25, 2019
  • orlandomen

    Apr. 15, 2019
  • tamarahr

    Mar. 31, 2019
  • indramalik01

    Mar. 12, 2019
  • ksbaxter

    Dec. 19, 2018
  • MajdoulineElabdellao

    Oct. 22, 2018
  • YarynkaVoznyak

    Oct. 16, 2018
  • SandraNataliaSubel

    Jul. 22, 2018
  • jennycastle71

    May. 26, 2018
  • AndyWinskill

    Mar. 10, 2018

Keynote presentation delivered October 3, 2013 at Adaptive Path's Service Experience Conference.

Views

Total views

151,992

On Slideshare

0

From embeds

0

Number of embeds

24,247

Actions

Downloads

2,946

Shares

0

Comments

0

Likes

517

×