This was presented at Service Design 2011 on 3 May, 2011 in Sydney, Australia.
The description:
Service design cannot be practiced to its fullest extent without the capability of capturing and expressing what a service is. In addition to capturing the core processes and logistics of service delivery, such as touchpoints, roles, contexts and purposes, we also need to capture the inherent qualities of the service experience, from both a customer and business perspective.
Drawing on their work with some of Australia’s largest organisations and smallest start-up businesses, Janna DeVylder and Iain Barker of Meld Studios will share practical insights applicable to anyone wanting to use service mapping within their practice. They will look at service mapping as both a process and as an outcome. First they will define what a service map is, what elements are required to create it, and an overview of how you can express a service visually. They will also discuss how the map can be used dependent upon where in the project process you are, from mapping current-state and identifying opportunity areas, expressing future state, or articulating the service roadmap of getting from today to the future.
Based in Sydney, Meld Studios are strategic designers with business brains. They help organisations to see new ways of thinking, explore opportunities and turn ideas into tangible realities.
2. Meld Studios uses research, strategy and design to
help organisations innovate, turning ideas into tangible
realities that deliver value to businesses and customers.
We’d love to help you to use service design to improve your
organisation and your services. Please make contact at the
conference, or go to www.meldstudios.com.au to learn more.
3. Our clients include...
BT Financial Group
NSW Dept. of Education and Training
Mission Australia
Youth Hostels Australia
Hotfrog
No Spuds
and numerous others we can’t mention...
4. Research and design of...
services communications strategies
business models marketing materials
websites interactions
conversations workflow
intranets content management systems
follow-up processes processes
call centres business cases
applications ...
13. why
a map? “The graphic language of maps
lends itself to representation of
the whole of a thing or its parts
in a single view, within which we
can oscillate rapidly between
di erent levels of detail.
Maps allow patterns to emerge
and become real, by showing
what lies between the visible
incidents, artefacts or moments
we can otherwise see.”
William Owen
20. government citizens
http://farm6.static.flickr.com/5162/5343628315_53e6aaa290_b.jpg
21. experiences touchpoints
What the customer takes away Key moments in the interaction
from the interaction(s) between organisation and customer
A service is about far
more than just the
customer experience
interactions
How and where the organisation
and the customer meet
external internal
23. experiences touchpoints channels process systems
What the customer takes away Key moments in the interaction Medium with which the organisation Ways of working. The policies that Technology and infrastructure
from the interaction(s) between organisation and customer communicates with their customers guide how the business is run that a company relies upon to operate
interactions
How and where the organisation
and the customer meet
external internal
26. “Progress, far from consisting in change,
depends on retentiveness. When change is
absolute there remains no being to improve
and no direction is set for possible
improvement: and when experience is not
retained, as among savages, infancy is
perpetual. Those who cannot remember
the past are condemned to repeat it.”
George Santayana
27. “Progress, far from consisting in change,
depends on retentiveness. When change is
absolute there remains no being to improve
and no direction is set for possible
improvement: and when experience is not
retained, as among savages, infancy is
perpetual. Those who cannot remember
the past are condemned to repeat it.”
George Santayana
31. External
Space
Menu
Brochure
Queues
Website
Packaging
iPhone App
Ticket stub
Store layout
Application form
Intangible Tangible
Internal
32. External
Space
Menu
Temperature Brochure
Queues
Intent Website
Emotion Packaging
iPhone App
Time Flow
Ticket stub
Waiting Store layout
Ambience Application form
Brand
Intangible Tangible
Internal
35. External
Space
Menu
Temperature Brochure
Queues
Website
Intent Emotion Packaging
iPhone App
Time Flow
Ticket stub
Waiting Store layout
Ambience Application form
Brand
Intangible Tangible
Goals Processes
Principles Role
CRMs
Strategy
Intranet
Internal
42. Customer action
Physical evidence Line of interaction
Onstage actions Line of visibility
Backstage actions Line of internal interaction
Support systems and processes
43. Customer action
Physical evidence Line of interaction
Onstage actions Line of visibility
Backstage actions Line of internal interaction
Support systems and processes
Fail line
Emotion
45. Service map (current state) Version 1.1
Opportunities to enhance the service
Experience triggers
Interactions
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Caveat: this mapping is based on limited direct exposure to investors
Touchpoints and artefacts
and primarily draws on information from advisors.
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Key
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Potential point of pain or frustration for dsfsdf
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Optional step or one that happens with some
time delay
Next logical step
58. 1. start now
Think about one of your current projects...
...do you know where it sits within the
larger service ecosystem?
Now, get some paper and start sketching.
Capture all that you know.
59. 2. consider use
What does your organisation need?
Do you know how you’re going now?
Do you know where you want to go?
What can you do today to get there?
60. 3. share as you go
The power in service mapping is its ability
to bring teams together around a singular
focus.