ServiceDesignDrinks
D.C O L L E C T I V E / A P R I L 1 0 , 2 0 1 3
ServiceBlueprinting
Overview
Why?
What?
How?
When?
Who?
+ Exercise
MartinUser Experience,Nokia
KatrinPhD Candidate,University ofPotsdam
Who are we?
OlgaCommunityManager,Stylemarks
ManuelDesigner,Fjord
“Blueprints are to service design what 3D sketches and wireframes are to product design and UX design”
— D R . A N D R E W P O L A I N E Service Designer & Researcher
* – in ‘Service Design – from insight to implementation’, p. 96
*
What?
Service Blueprints are …
•a way of visually mapping out the complexity of services
•aligning frontstage customer experience with backstage business processes
•offer a simultaneous user-centered and enterprise-centered focus
What? D E F I N I T I O N
Service blueprints are a tool for holistic analysis & visualisation – from a customer perspective, yet integrating all the provider’s structure & processes that are relevant for delivering to the customer’s delight
— P R O F. B I R G I T M A G E R Köln International School of Design
What? E X A M P L E B Y A N DY P O L A I N E E T A L .
What? E X A M P L E B Y S R I S H T I R A O
What? K E Y A S P E C T S
Icons: Juan Pablo Bravo, Jon Trillana / The Noun Project
Frontstage(seen by customer)
Backstage(not seen bycustomer butnecessaryto performance)
L I N E O F V I S I B I L I T Y
user / customer journey - phase by phase, step by step
channels / touchpoints - channel by channel,touchpoint by touchpoint
backstage processes - stakeholder by stakeholder,action by action
What? C O M P O N E N T S
Icons: Olyn LeRoy, Dmitry Baranovskiy / The Noun Project
Customer Actions
Onstage / Visible Contact Employee Actions
Backstage/Invisible Contact Employee Actions
Support Processes
Physical Evidence
L I N E O F V I S I B I L I T Y
L I N E O F I N T E R A C T I O N
I N T E R N A L I N T E R A C T I O N
Why?
understand how different parts of a service work as a whole
break down barriers between business units
coordinate parallel workstreams
reveal opportunities for joining up processes
When?
analysing an existing service
creating a new service
Clean up
Service Blueprint
Example Service: Service Design Drinks
Service blueprints are a way of visually mapping out the complexity of services and help structure and design touchpoint interactions.They help to align frontstage customer experience with backstage business processes.
Line of experience
2 weeks before the drinks (aware, join)
Katrin, Manuel, Martin & Olga
Experience is broken & needs improvements
Experience highlight Danger: Bottleneck or dependancy
Katrin, Manuel, Martin & Olga
SD Berlin Community
Hears about the service design drinks Registers Goes there Arrives Experiences the drinks Goes home Relieves & takes action
User Journey
Touchpoints
Location
Decide on a date
View the event announcement in the newsfeed or be invited by a friend
Receive the newsletter & get information about the drinks
Register via facebook
Tell a friend to come as well
Create a facebook event
Decide on a topic
Look for location options
Advertise the drinks in the newsletter
Confirm the location
Estimate number of participants (based on facebook event)
Share a last reminder about today’s drinks
Take lots of photos during the event
Arrive early to do the setup & practise the presentation
Be welcomed by the hosts
Don’t know anyone, be bored
Meet interesting people during the excercise
Mingle and get drunk
Beer is outTalk to the friendly people at the bar
Learn new things and feel enlightened ;)
Can’t find the location
Motivate participants to register for the event on facebook in order to estimate the number
Find the venue easily:
Print out signs for easy discovery of the location
Grow user base:
• Enable participants to easily share facts about the event• Provide printouts with hashtags (for twiiter) and allow signups for newsletter
Buy drinks Prepare the venue Do the dishes
Avoid overlapping events such as IXDA
Create graphics for banner
Convert slides and handout in a shareable format
•upload photos to facebook•share slides & handout
Collect learnings from the event (e.g. how much beer is needed per person)
Collect feedback from participants & location
View photos of the event & see a link to the presentation on slideshare
View slides of the event
Prepare slides & handouts
Social Media Team
Event ManagementUnit
Content Provider
Location Provider
Newsletter
Slideshare
Day of the drinks (use) After the drinks (develop, use)
Front Stage
Back Stage
Backstage Processes
Potential opportunities & resulting requirements
Estimate number of guests:
Do not only announce drinks in newsletter, but link to the facebook event.
Forgot the name of the people the user talked to
Left the printout at the venue, because user was drunk
Propose a presentation for the next drinks
Start a business with some of the other participants
Grow the user base:
Crosslink facebook, twitter etc. at the end of the slides
How? E X A M P L E : S E R V I C E D E S I G N D R I N K S
Exercise
Exercise
Create a service blueprintincluding user journey, touchpointsand backstage processes for …
a dog-jogging service
an extraterrestrial real-estate agency
a home-cooked-lunch-to-the-office delivery (e.g. dabbawalas in Mumbai)
or your own serviceIcon: Randall Barriga, Viktor Örneland, Lisa Waananen / The Noun Project
Exercise
You have got 20 minutes!
Take-away
Take-away
central delivery tool & artifactin service design
holistic framework to visuallymap out services
combines user-centered andenterprise-centered perspectives
Reading recommendations
Andy Polaine et al.:‘Service Design:From Insight toImplementation’
Marc Stickdorn /Jakob Schneider et al.: ‘This is ServiceDesign Thinking’
Mary Jo Bitner et al.:‘Service Blueprinting: A Practical Technique for Service Innovation’
See you atthe nextservice design meet-up
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin
