Make people the heart of your business

Customer Experience and Service Design www.openchange.co.uk

Hazel White Linsey McIntosh

Putting your customers at the heart of thoughtfully designed activities, processes and experiences.

SERVICE DESIGN

V&A DUNDEE

CHANGE BY DESIGN

THE DESIGN PROCESS

THE DOUBLE DIAMOND

Seeing the world with fresh eyes. 

Understanding people’s behaviours

and motivations. 

Innovation and creativity techniques. 

Storytelling and planning the future.

SERVICE SAFARI

HOSPITAL SAFARI

PERSONAS

AFFINITY MAPPING

CUSTOMER JOURNEYS13

13

14

14

SERVICE BLUEPRINTING

THE DESIGN MINDSET

TROUBLEMAKER RADICAL?or

TROUBLEMAKER

complain me focused

anger pessimist

energy sapping alienate

problems alone

TROUBLEMAKER RADICAL

complain me focused

anger pessimist

energy sapping alienate

problems alone

create mission focussed passion optimist energy generating attract possibilities together

Ole Qvist-Sørensen

VISUAL THINKING

We use visuals as one of our primary ways of

understanding the world - we are naturally good at

imagining the future using visual images

Multiple Perspectives

Ownership

Shareable

v. fast drawing lesson

DESIGN IDEATION

Six Thinking Hats - Edward de Bonoideation methods

RIP+MIX A design method developed by T-Labs, Deutsche Telekom, Berlin and a research team from the University of Dundee.

RIP+MIX Works in small team and large groups to enable lateral, creative thinking.

Characteristics from a pleasurable service are ripped + mixed with something which is currently causing you or your customers pain, to create ideas for new services.

What if a nurses’ station was like the Apple Store’s Genius Bar?

• function • stakeholders • infrastructure/resources • physical form or components of service • emotional characteristics

RIP + MIX any of the characteristics to create a new service - be fast and intuitive

Let’s get started

materials: post-its, pens, worksheet templates, pleasure cards

Pleasurable Experiences

Each group are given one pleasure card

pleasure

Pleasurable Experiences

One pleasure card per team

• function • stakeholders • infrastructure/resources • touchpoints: physical form or components of

product or service • emotional characteristics

you don’t need to answer every one and

there are no‘correct’ answers

draw it

name it

describe and analyse it

5 mins

3 minutes

With a partner think of issues people face when interacting with your businesses

one issue per post-it

BrainstormingTHE RULES

Defer judgment

Encourage exaggerated ideas

Quantity not quality

Build on the ideas of others

Every person and idea has equal worth

draw it

name it

describe and analyse it

5 mins

RIP + MIX any of the characteristics to create a new service - be fast and intuitive

7 mins

draw it

name it

describe it

Tell us about it

Make people the heart of your business

Customer Experience and Service Design www.openchange.co.uk