A Service Design Approach to Developing the First Year at

UniversityEuropean First Year Experience Conference

June 2014

Jean Mutton, Student Experience Project Manager at the University of Derby and Director of

www.goprocessdesign.co.uk

Services…• are intangible• have benefits• are perishable (time and place dependent)

– cannot be stored or transported• are inseparable from the service provider• are often inconsistent or variable in quality

– especially personal services eg hairdressing• cannot be ‘owned’

Product or Service?

• Mobile phone• Tablet (For the over-30s, that’s an iPad – not

Paracetamol)• Blackboard/Athens• Uni App• Rolls Royce: Power by the Hour

A question for you…

…what is the “product” in education?

• Academic qualification• Physical environment and other tangibles• People and experiences• Life inside and outside the classroom

What does the ‘Student Journey’ during the first year look like?

Tools and Techniques

• Touchpoints• Service blueprinting (Front Stage/Back Stage)• Storyboarding• Emotional Journey Mapping• Stakeholder Maps• Mystery shopping• Service safari

Doing, not Talking

• Iteration• Prototyping• Fail, fail better• Co-creation• Roleplay• Observation• Personas – your turn…

Persona

• Who?• Where?• Lifestyle?• Habits?• Holidays?• Shopping?• Pets?• Family?

“The Squiggle”, Damien Newman, Central Inc.

“Double Diamond Design”, The Design Council.

Iteration – 4 Ds

Discover

Define

Develop

Deliver

“Customer Experience”, Icono-clectic.blogspot.com.

“Customer Journeys”, Diametrics

Blueprint for student transition

Open day

Admissions, faculty and marketing

staff, student and families,

SAS, ALF and Bursary,

DSRL, Finance

Invitations, dates and

times agreed,

marketing event

Application

UCAS, Admissions, International

office, faculties, Careers centre

QED, Programme structure,

codes, marketing, open

days, information provided,

programme team, creating

curriculum, validation,

faculty, admissions,

input into UCAS, online applications,

UCAS, requirements of

entry

Receive Offer

UCAS, admissions,

Careers centre,

faculties, International

office

Admissions, programme

team schedule interviews,

send letters, contact student, review

application against entry requirements,

put in offer/reject into

UCAS system, email student

offer

Open Day

Admissions, Faculties, Marketing,

Student and families,

SAS, ALF and Bursary,

DSRL

Acceptance

UCAS, admissions

Confirm place via

UCAS

UCAS admissions,

(DSRL)

Results received from

UCAS, admissions

results compared to

offers, admissions

email confirm place to student,

Admissions Matriculate and Class Scheduling

Admissions, SRF, SSSD

UCAS,Admissions,PeopleSoft,

Clearing, mass

matriculation and term activation,

timetabling, fees build

Invite to join

Uni

Faculties/Admissions

Produce faculty and programme

specific letters

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Admissions email

acceptance of place, student accepts place

Invitations, dates and

times agreed, marketing

event

Stage

Participants

Tangiable/Intangiable evidence

Back Stage

PeopleSoft Students

Admissions

Invitation to online enrol

Faculties, admissions, SRF, OLDL

team

Website

SRF and faculties update

website in regards to enrolment/inductions/

specific information, FPL have their own process/

web pages, programme

build

Student views enrolment pages

and enrols online

SRF

Website – SSE and info for

guidanceEmail/phone/counter support

AuditingEmail/phone supportModule

information available

online

Completion of online

enrolment

SRF

Website and email

Enrolment schedule and staff training,

rooming, faculty communication,

IT support

Problem with OLE

Problem resolved?

Student drops out of OLE – Has to SSE on campus

Halls/Accommodation

Arrival: On campus

Bus driver, gate keeper, security

Car parking, Uni bus, directions, signposting,

gatehouse greet, exterior of building and campus

groups

Safe and secure environment,

maintenance of exterior/grounds, bus service,

other information

DSRL, Finance (students can pay here for

enrolment)

Pg 1 of 2

Website, prospectus,

email, phone call,

letters

Website, paper form, in

person/phone/letter/email contact

Online, paper form

Website, prospectus,

email, phone call,

letters

Online, paper form

Online, paper form

Letters/Joining

instructions

SYSTEMS

1 day

Up to 5 days

1 day

24 hours

End of A

ugust

Last weekend in

Septem

ber

1st day of

semester

August/

Septem

ber

Yes

No

Yes

Target Time

F

F

FF

No

F

Acronym Key:SAS: Support and Advisory Service

ALF: Access to Learning FundDSRL: Derby Student Residential Ltd

QED: Quality Enhancement DepartmentSRF: Student Records & Fees

SSSD: Student Systems Support & DevelopmentF = fail point

W = point of excessive waitOLE: Online enrolment

SSE: Self-Service enrolmentSET: Student Experience Team

COA: Confirmation of ArrivalFPL: Flexible & Partnership Learning

APL: Accredited Prior Learning

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Front Stage

Your turn………• Map the experience of your persona buying a

drink in a cafe• Decide on the start and finish points • Identify the ‘touchpoints’• Think about the front stage and back stage

operations (above and below the line of visibility)

• What information do they receive/access?• Who do they interact with?• What IT or other systems are supporting the

processes?

So, what is service design?• Problem-solving• Human-centred• Inter-disciplinary• Research-based• Co-creative• Iterative• Designer as facilitator• Front stage/Back stage• Holistic• Ongoing• Sustainable• Fun!

Further info

• www.designthinkingnetwork.com• www.servicedesignbooks.org• www.globalservicejam.org

• Process and Principles: This is Service Design Thinking, Marc Stickdorn and Jacob Schneider (2010)