evolution of design & service design
TRANSCRIPT
ChallisHodgeFounder&CEOCOLLIDE|Purpose-DrivenExperiences.Twodecadesdesigninghuman-centeredproducts,servicesandexperiencesthatimprovelivesandgrowbusinesses.
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
Topics.
WhyShouldICareAboutServiceDesign?HowandWhyHasDesignEvolved?HowDidThatEvolu0onLeadtoServiceDesign?And,WhatisServiceDesignAnyway?
WhyallthebuzzaboutServiceDesign?
ByAMANDACOX,CHARLESDUHIGG,XAQUÍNG.V.,MIKAGRÖNDAHL,HAEYOUNPARK,GRAHAMROBERTS,KARLRUSSELLh\p://www.ny_mes.com/interac_ve/2012/01/20/business/the-iphone-economy.html
FromManufacturingtoServices.
Servicesmakeup63.5%oftheWorld’sGDP.
77.7%
Central Intelligence Agency The World Factbook 2014
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
ServicesDesignistheac0vityofplanningandorganizingpeople,infrastructure,communica0onandmaterialcomponentsofaserviceinordertoimproveitsqualityandtheinterac0onbetweenserviceproviderandcustomers.
FinancialsServices.Insurance.Healthcare.Retail.Automo0ve.Government.Educa0on.
INDU
STRIES.
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
Howdidwegethere?
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
DesignHasEvolved.
Marke0ngofDesign.IncreasedBusinessDemand.NaturalEvolu0onofSkills.
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
UserExperience
CustomerExperience
DesignThinking
ServiceDesignThinking
ServiceDesign
Canvases JobstodoInnova0on
Insights
EmpathicInsights
OmnichannelBigDDesign
cjonline.com/sites/default/files/imagecache/superphoto/12555296.jpg
BUSINESSWASN’TREADY.
Gap!
Time
Und
erstanding
Technology
People
MarcRefg,HannaHodge,1998
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
Efficiency
Time
IA
UI
UX
SDIxD
CoreDesign
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
Evolu0onofDesign.
Products&Experiences.
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
CohesiveTouchpoints.
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
ConsistentCustomerJourneys.
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
AlignedOrganiza0ons.COLLIDE|Purpose-DrivenExperiences. Copyright©2016
DesigntheJourney
DesigntheDelivery
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
ServiceDesign.
ServiceDesign.Management
Prod
uct
Marke_n
g
Sales
Retail
Custom
erService
Customer
CustomerService
Retail
Sales
Marke_ng
Product
Management
Alignanorganiza+ontodeliveraholis+cCustomerExperience.
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
ResearchFacilitateStrategizeInnovate
CollaborateArchitectDesign
PrototypeTestPlan
ManageChange
WHATSERVICEDESIGNERSDO.
TheSquiggleDamienNewman
Process.
00
Align
04
Realize
01
Understand
02
Synthesize
03
Design
ServiceDesignProcess.
User-CenteredTheop_malcustomerexperiencemustbethegoal.Serviceshouldbeviewedthroughthecustomers’eyes.
Co-Crea0veTheen_reorganiza_onmustbealigned.Allstakeholdersshouldbeincludedintheprocess.
Holis0cTheen_reenvironmentmustbeconsidered.Resultsshouldincludecustomerjourneyandorganiza_onaldelivery.
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
DesigntheJourney(Who&What)
DesigntheDelivery(How&When)
UnderstandBusiness UnderstandCustomer
ManageChange Measure&Refine
Who:Personas
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
PhotoNameTitleCompany/IndustryRole/ResponsibilityGenderAgeEduca_onSalary/HouseholdIncomeLoca_onFamilyKeyQuoteNarra_veDescrip_onGoals(Accomplish)Challenges(Overcome)Likes&DislikesValues&FearsCulturalTechnologyBehaviorsScenarios
PersonaName
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
developertodesigner.wordpress.com/2014/07/17/monthly-gold-persona-inspira_on www.chezluc.com
graphicbanner204.blogspot.com/2013/11/business-card-design-by-wwwkellimarieme.htmlwww.flickr.com/photos/hmakwana/4842329339
What:CustomerJourney
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
Stages
Doing
Goals
Opportuni_es
Thinking
Feeling
Experience
CustomerJourneyMap
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
h\p://www.uxma\ers.com/mt/archives/2011/09/images/Effec_veUIJourneyMapExample.jpg
h\p://advenio.es/disena-la-experiencia-del-cliente-customer-journey-map/
h\p://blogs.aaslh.org/wp-content/uploads/sites/23/2014/03/customer-journey-map-exploratorium.png
How:ServiceBlueprint
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
CustomerAc_ons
SupportProcesses
BackStageInterac_ons
FrontStageInterac_ons
PhysicalEvidence
LineofInterac_on
LineofInternalInterac_on
LineofVisibility
ServiceBlueprint
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
h\ps://real_meboard.com/app/board/29616795/
h\p://marionferrec.com/Medipass-interna_onal-assistance
h\p://media-cache-ak0.pinimg.com/originals/9c/13/60/9c13606997b989bd7f2dab81387a4f11.jpg
When:ServiceRoadmap
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
Q1 Q2 Q3 Q4
ServiceRoadmap
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
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WorkStream
WorkStream
WorkStream
KPIsMetrics
1. Understandbusiness,customer&serviceecosystem.2. DesignpreliminaryPersonas.3. ConductinternalCustomerJourneyworkshop.4. ResearchtovalidatePersonas&CustomerJourney.5. Designop0malCustomerJourney.6. AuditinternalServiceDelivery.7. Designop0malServiceBlueprint.8. Prototype&TestServiceDeliveryprocesses,experiences,etc.9. Plan&Priori0zeServiceRoadmap.10. DefineImplementa0on&ChangeManagementprocess.11. Measureresults&refine.
ExampleServiceDesignEngagement.
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
DesigntheJourney(Who&What)
DesigntheDelivery(How&When)
UnderstandBusiness UnderstandCustomer
ManageChange Measure&Refine
ChallisHodgeFounder&[email protected]
Thankyou.