content strategy in service design

CONTENT STRATEGY IN SERVICE DESIGN

2

HANDLES AND HASHTAGS

Twitter: @Fjord @ContentSoCal Instagram: @Fjordnet #FjordLA

Ice Breaker

4

our perspective

CONTENT STRATEGY NEEDS SERVICE DESIGN.

5

SERVICE DESIGN NEEDS CONTENT STRATEGY.

6

WHY?

7

WE LIVE IN A SERVICE ECONOMY.

8

AND SH*T IS GETTING MORE COMPLEX.

9

WE HAVE MORE AND MORE TOUCHPOINTS.

10

AND MORE SYSTEMS.

11

AND “LIQUID” EXPECTATIONS.

12

AND A CRAPLOAD OF MEDIOCRE CONTENT …

13

THAT DOESN’T REALLY MEET THE NEEDS OF THE USERS OR SERVICE PROVIDERS.

14

15

HOW DO WE DESIGN SERVICE EXPERIENCES THAT

MEET OUR LIQUID EXPECTATIONS … AND INTEGRATE ALL THESE SYSTEMS … ACROSS ALL THESE TOUCHPOINTS … WITHOUT RELYING ON MORE MEDIOCRE CONTENT?

THROUGH CONTENT STRATEGY AND SERVICE DESIGN.

16

17

ELEMENTS OF CONTENT STRATEGY &

SERVICE DESIGN

What Is Content Strategy?

Content strategy Content marketing strategy Copywriting Newsletters, articles or blog posts (or the production of any other pieces of content) Managing writers Editing Voice and tone guidelines (or any set of artifacts — these are tactical outcomes of content strategy)

AN IDENTITY CRISIS

“planning for the creation, delivery and governance of useful, usable content”

Using the right people,

tools, processes and

systems to effectively

manage it across all

touchpoints.

Content Strategy is

21

editorial architecture

people process

governance

Most people think of content as: Website / app content

•  Text copy •  Images •  Videos •  Diagrams •  Animations •  Infographics

•  CTA buttons •  Related content modules •  FAQs and Terms & Conditions •  Navigation labels and form field labels •  Error messages, alerts, notifications, confirmations •  Hover text and help text

WHAT IS CONTENT?

Macro content

Micro content

But it’s also … A conversation between a service provider and customer Claims forms Bills Internal manuals (e.g. call center how-to guides) Internal workaround documentation from employee (e.g. sticky notes about boilerplate answers) An SMS text message Physical signage Printouts (e.g. boarding passes, concert tickets, etc.) Contracts, licenses and coverage policies Email or direct mail Satisfaction surveys Voice command Audio Music

WHAT IS CONTENT?

What Is Service Design?

The planning and organization of people, infrastructure, communications and touchpoints needed to facilitate successful services. It strategically addresses the complexity of today’s multitouchpoints in terms of human experiences.

SERVICE DESIGN IS

Users (Experience)

SERVICE PROVIDERS (MACHINE)

THE FRONTSTAGE

LINE OF VISIBILITY

THE BACKSTAGE

27

people product

place process

performance

“When you have two coffee shops right next each other, and each sells the exact same coffee at the exact same price, service design is what

makes you walk into one and not the other.”

SERVICE DESIGN DONE WELL

Users (Experience)

SERVICE PROVIDERS (MACHINE)

Content Strategy

Service Design

ANATOMY OF A SERVICE Content is created and consumed by people, but it is managed through the same complex web of backstage systems and processes. Content is experienced through touchpoints. A piece of content may exist on only only one touchpoint, or it may travel between touchpoints. The sum of this content across all touchpoints comprises a content experience. How well this content works — or doesn’t work — across the entire ecosystem affects the quality of the service experience. The quality of the service experience directly relates to the quality of the brand.

CONTENT WITHIN A SERVICE Services come to life through people, but they’re dependent on a complex web of backstage systems and processes. People interact with a service via touchpoints. The sum of all of these touchpoints comprises a service experience.

The perception of the service experience directly relates to the perception of the brand.

THE UBER FRONTSTAGE

THE UBER BACKSTAGE

UserDB Loca,onTracking Maps/Direc,ons RideAnaly,cs BigDataCapture PaymentGateway PeerReviewSystem

User

Driver

TouchpointsActors

LINE OF VISIBILITY

33

Canyoumakesurethesizeofthesearecroppedexactlythesameandthesizeisthesame?Tryingtoshowthecontrastofallcontentandheirarchyonpagewhenit’s

func<onalvs.whenit’scoveredup.

Destination screenshot

Driver

CONTENT STRATEGY WITHIN THE UBER FRONTSTAGE

UserDB Loca,onTracking Analy,cs/repor,ngtools

PaymentGateway(PayPal)

Peerreviewsystem

Systems / Technology

Contentteam

People

CMS&DAM APIs Pushno,fica,onsservice

Guidelines

Content

Workflows Contentassets Contentrequirements Taxonomies Strategies Analy,cs

Stakeholders Customerservicereps Uberemployees

Marke,ngplaNorms

Trainingmanuals Metadata Governanceplans

CONTENT STRATEGY WITHIN THE UBER BACKSTAGE

36

Back to our perspective

CONTENT STRATEGY NEEDS SERVICE DESIGN.

37

SERVICE DESIGN NEEDS CONTENT STRATEGY.

38

WHY?

39

WE LIVE IN A SERVICE ECONOMY.

40

AND THAT SERVICE ECONOMY IS ONLY GOING TO GROW.

41

CONTENT IS WHAT FACILITATES A SERVICE.

42

CONTENT STRATEGY IS THE MECHANISM THAT ENABLES THAT SERVICE TO BE DELIVERED

HOLISTICALLY AND CONSISTENTLY.

43

IT IS WHAT MAKES OR BREAKS A SERVICE.

44

LET’S LOOK AT AN EXAMPLE.

45

SERVICES GONE BAD.

47

51

AMERICAN AIRLINES SERVICE FAILS

1.  Seat selection online didn’t save due to “glitch” in the system. AA suggests I reserve via phone next time; when I do, rep sends me back to Web to avoid paying a fee

2.  Forced to check carry-on, though I had priority boarding and was among first to board 3.  Flight attendants arguing in back of plane 4.  Ran out of food on a 8 p.m. flight during first round of in-flight service 5.  2 diff. reps told me different information regarding status challenge fees, resulting in me overpaying.

6.  Flight delayed 4x, extremely rude rep at gate

7.  Wi-Fi went out for half of flight duration during cross-country flight

CONTENT AND SERVICE FAIL


SERVICE FAIL



SERVICE FAIL


AIR TRAVEL TOUCHPOINTS

During

After

Before

*Not comprehensive

Audrey,s<lldon’tthinktheTViconworkshere…lets

discuss.


During

After

Before

x x x x x x x

x x x x x

x

*Not comprehensive


discuss.

SERVICES + CONTENT STRATEGY GONE GOOD.

58

60 Kiosk: Check-in app

VA Rep: Conversation

Branding: Mood lighting & red tape Digital Signage:

Wayfinding

Physical Signage: Wayfinding & instructions

CHECK-IN COUNTER

AT THE GATE FLIGHT DISPLAY

Don’tknowifphotoisrights-cleared?Willanyoneno<ce?

Flight Status

Date & Time

Destination weather

VA Rep customizable message

Flight Information

Branding

62

Paper menu & safety info

“Red” (IFE system) Content: movie, drink & food menu, games, chat

Plane signs Content: wayfinding

IN-FLIGHT Branding: Mood lighting

Passengers Content: conversation

Drinks & snacks

63

Copywriting

Microcopy

Navigation labels

CTA buttons

64

Times Square Display Content: Safety video POST-FLIGHT

Dima/Audreygoingthroughtomorrowa.m.

Ispinssomethingwewanttopointout?IknowIaddedit,butprobably

not,right?


During

After

Before

*Not comprehensive


discuss.


During

After

Before

*Not comprehensive

67

ServiceDesign

ContentStrategy

WHEN SERVICES GET IT RIGHT

When you have two coffee shops airlines right next each other, and each sells the exact same coffee itinerary at the exact same price, service design + content strategy is what makes you walk into choose one and not the other —over and over again.

WHEN SERVICES GET IT RIGHT

69

Methods to our madness

DESIGNING SERVICE EXPERIENCES

Deliver Discover Define Develop

Ethnographicresearch

Contentlandscapeanalysis

Journeymaps(w/content)

Serviceblueprint

Compe<<veaudit

Contentecosystem

Prototyping

Contentaudit

Serviceroadmapping

Desirabilitytes<ngPersonas(w/content)

Changemanagementplans

Content/messagetes<ng

PerformanceAssessment

CMSdocumenta<on

GuidelinesOngoingtes<ng

Stakeholderinterviews Storymapping

Comps

71

activity

You have been tasked with reimagining the service experience of a Meetup event. The goal is to ideate on how to holistically improve the service experience through content. Using tonight’s experience as a starting point, we’ll guide you through two activities to gather research and map the user journey.

THE BRIEF

Assign 1 person in your group to be “storyteller” and 1 person to be the “interviewer.”

•  STORYTELLER (1 person): Describe the process of getting to today’s Meetup. Walk through every step in excruciating detail.*

•  INTERVIEWER (1 person): Ask the storyteller open-ended questions about the process. Keep the conversation going. (“Yes, And …” may come in handy!)

•  NOTETAKERS (Rest of group): Using Post-its, document the details

from the story. Keep it to 1 idea per Post-It.

DIRECTED STORYTELLING (5 MIN.)

1.  One by one, combine each notetaker’s Post-its into one diagram, grouping similar ideas together.

2.  Collaborate as group to agree on clusters and then name the clusters.

3.  Vote on the top three themes from the clusters that could differentiate the service experience if it was reimagined.

AFFINITY DIAGRAM (5 MIN.)

1.  Using the documented research as guidance, identify each stage of the Current State user journey.

2.  Identify the user’s actions, touchpoints, thoughts/emotions and any other relevant stakeholders.

3.  Identify the frontstage content elements -- content needs, content types and formats, channels and key messages.

4.  IF TIME PERMITS: Focus on one or two areas of opportunity that would improve the experience.

UNDERSTAND THE USER JOURNEY (15 MIN)

Take a moment to find your group and introduce yourself to your teammates.

LET’S GET INTO GROUPS

77

Group share

Content Strategy: Books: •  Content Strategy Toolkit •  Enterprise Content Strategy: A Project Guide •  Content Everywhere Organizations / Communities: •  Content Strategy Alliance:

contentstrategyalliance.com •  Content Strategy Forum: csf.community •  Content Strategy Google+:

https://plus.google.com/1037193103554866816 Other Awesome Books: •  The User’s Journey: Storymapping Products That

People Love •  Design for Real Life

RECOMMENDED RESOURCES / THANK YOU’S

Service Design: Books: •  Service Design: From Insight to Implementation •  This is Service Design Thinking: Basics-Tools-Cases •  The Service Innovation Handbook Organizations / Communities: •  Service Design Network:

service-design-network.org •  Service Design Tools: servicedesigntools.org •  Service Design Books: servicedesignbooks.org Special Thanks: Special thanks to The Noun Project for the icons as well as the the LA User Experience and Service Design meetups for cross-promoting this event.

“If something is important enough, you should try, even if the probable outcome is failure.” - Elon Musk

FINAL THOUGHTS

80

THANK YOU