5 Things I Wish I Knew A Service Design Journey SERVICE EXPERIENCE CONFERENCE OCTOBER 3, 2013
Why are you here?
I’M A POET
Design Process RESEARCH INSIGHT IDEATE DELIVER
PHOTO CREDIT: KIPUM LEE
PHOTO CREDIT: KIPUM LEE
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 unaccompanied minor. We then waited and waited for the call from camp that she arrived safely. That call did not come.
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.
We need a balance. CUSTOMER EMPATHY TRIANGLE STAFF BUSINESS
You need to design service experience from inside and out. INSIDE OUT OUTSIDE IN OUTSIDE IN & INSIDE OUT BUSINESS FIRST PEOPLE FIRST
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.
My highlights ASKING FOR BLUEPRINTS CREATING AN SX TEAM REPORTING THE NUMBERS
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 BEFORE SEATING ARRANGEMENT 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 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.
ANSWER INTERACTIVE SYSTEM
You’re all right!
PRODUCT DESIGN SERVICE DESIGN
Ambiguity and myriad solutions means you won’t always know what you’re doing.
Why that’s good FOCUSES ON THE RESPONDS TO NEW KEEPS IT RIGHT PROBLEM LEARNINGS EXCITING!
The real problem is often not the one you’re asked to solve.
Why that’s bad AMBIGUITY IS SCARY IT’S HARD TO BUY DIFFICULT TO PLAN
Advice Make the strategy tangible.
Advice Show value through execution.
3. There’s lots of storytelling!
It’s hard to show a service experience.
Rail Europe Experience Map Guiding Principles MAP STORIES People choose rail travel because it is Rail booking is only one part of people’s larger People build their travel plans over time. People value service that is respectful, effective convenient, easy, and flexible. travel process. and personable. Customer Journey STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel Enter trips Review fares Confirm Delivery Payment Review & Share experience RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes Select pass(es) itinerary options options confirm Follow-up on refunds for booking changes Destination Look up pages Change Check ticket Share time tables plans E-ticket Print status photos at Station Get stamp raileurope.com Live chat for for refund Web questions Plan with Map itinerary interactive map (finding pass) Share experience Buy additional (reviews) DOING May call if difficulties tickets occur Kayak, View Blogs & web/ compare maps Travel sites Print e-tickets apps airfare at home Paper tickets Plan/ Web arrive in mail Look up confirm timetables Request Talk with Arrange activities Mail tickets Google Research refunds friends travel for refund searches hotels • What is the easiest way to get around Europe? • I want to get the best price, but I’m willing to pay a • Do I have all the tickets, passes and reservations • Do I have everything I need? • I just figured we could grab a train but there are • Trying to return ticket I was not able to use. Not • Where do I want to go? little more for first class. I need in this booking so I don’t pay more • Rail Europe website was easy and friendly, but not more trains. What can we do now? sure if I’ll get a refund or not. THINKING • How much time should I/we spend in each • How much will my whole trip cost me? What are my shipping? when an issue came up, I couldn’t get help. • Am I on the right train? If not, what next? • People are going to love these photos! place for site seeing and activities? trade-offs? • Rail Europe is not answering the phone. How • I want to make more travel plans. How do I • Next time, we will explore routes and availability • Are there other activities I can add to my plan? • What will I do if my tickets don’t arrive in time? else can I get my question answered? do that? more carefully. • I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with • Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends. FEELING • What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Frustrated that Rail Europe won’t ship tickets • Stressed that the train won’t arrive on time for my • A bit annoyed to be dealing with ticket refund • I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. connection. to Europe. issues when I just got home. • Am I sure this is the trip I want to take? • Meeting people who want to show us around is fun, • Happy to receive my tickets in the mail! serendipitous, and special. Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Opportunities GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Communicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning and proposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too. STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling Make your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly at more savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times. STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel Information Stakeholder interviews Customer Experience Survey Ongoing, Linear Non-linear, but sources Cognitive walkthroughs Existing Rail Europe Documentation non-linear process time based Experience Map for Rail Europe | August 2011
ACT OUT STORIES
Stories are like putting wheels on a mountain. INSPIRATION BUY IN
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.