service design: a toolkit for assessment, insight and improvement
TRANSCRIPT
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Service Design: A Toolkit for Assessment, Insight, and Improvement Workshop
Joe Marquez, MLISAnnie Downey, PhD, MLISReed College
This is what we are going to cover…o Define what a service iso Define service design as a methodologyo Illustrate tools of service designo Review findings and pitfalls learned during the Reed processo How to create an effective service design plan for your
library
Why Should We Care About Design?
“It must constantly be borne in mind that the object being worked on is going to be ridden in, sat upon, looked at, talked into, activated, operated, or in some way used by people individually or en masse. If the point of contact between the product and people becomes a point of friction, then the designer has failed. If, on the other hand, people are made safer, more comfortable, more desirous of purchase, more efficient — or just plain happier — by contact with the product, then the designer has succeeded.”
- Henry Dreyfuss, Industrial DesignerDreyfuss, H. (1950). The Industrial Designer and the Businessman. Harvard Business Review, 28(6), 77–85.
What is Design Thinking?
“...it is a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.”
- Tim Brown, Pres. of IDEO
Brown, T. (2008). Design Thinking. Harvard Business Review, 86(6), 84–92.
A poll.
What is an example of a service?
A. A map of the LibraryB. A circulation or reference deskC. A table where students studyD. The Library websiteE. All of the above
What is a service?
“...any activity or benefit that one party can offer another that is essentially intangible and does not result in the ownership of anything.”
- Philip Kotler, PhD
Kotler, P. (2001). Principles of marketing (9th ed.). Upper Saddle River, N.J: Prentice Hall.
Services happen here…these are services
What is a service?
It is an experience.
Everything is a service.
Service Design: What is it?
“Service design is a holistic, co-creative, and user-centered approach to understanding customer/user behavior for the creation or refining of services.”
-Us
Marquez, J., & Downey, A. (2015). Service Design: An Introduction to a Holistic Assessment Methodology of Library Services. Weave: Journal of Library User Experience, 1(2). http://doi.org/http://dx.doi.org/10.3998/weave.12535642.0001.201
Why Does It Matter?
Services do not operate in a vacuum, but rather in tandem with other established services.
Services are part of larger things called systems or ecologies.
Elements of Service Design
o Co-creativeo Empathetico No Devil’s Advocate (the No Negativity Rule)o Making the Intangible Tangibleo Service Ecology
Image Source: https://www.flickr.com/photos/wafflewhiffer/3517038705
Tools of Service Design
o Service Blueprintso Customer Journey Mapso Design Ethnographyo Journalingo Surveyso Space Analysis *o Scenarios
Source: http://watersfoundation.org/wp-content/uploads/2013/03/iceberg-wgraphics.png
Phases of Service Design
o Pre-Worko Observationo Understanding/ Thinkingo Implementingo Maintenance and Continuing Feedback Loop
Phase: Pre-Work
o buy-ino communicateo create teamso create scope (goals)o begin schedulingo ground ruleso assign roleso draft activities
Source: http://accelerateddevelopment.blogspot.com/2013/05/not-planning-is-for-losers.html
Phase: Observation
Goalso gather initial insightso initial interviews to create a sense of how
services/resources are being usedo survey
Toolso Ethnographyo Surveyso Space Analysiso Personas
Phase: Understanding/Thinking
Goalso co-create solutionso visualize behavioro prototypingo testingo refiningo synthesizing
Toolso Customer Journey
Mappingo Journalingo Scenarioso Prototyping Source: http://www.cooper.com/journal/2015/4/are-you-a-coconut-or-a-peach
A student is looking to find a book. She has a call number on a slip of paper and is looking at the map by the Reference Desk. A librarian sits at the desk.
Scenarios
Customer Journey Mapping
Customer Journey Mapping
Journaling
Prototyping
Prototyping
Phase: Implementing
Goalso Implement & testo What metrics determine success?
Toolso Blueprints
Marquez, J., & Downey, A. (2015). Service Design: An Introduction to a Holistic Assessment Methodology of Library Services. Weave: Journal of Library User Experience, 1(2). http://doi.org/http://dx.doi.org/10.3998/weave.12535642.0001.201
Blueprinting
Maintenance and Continuing Feedback Loopo The project does not end at implementation. o Continue to measure efficacy of service deliveryo Test often, refine as needed
Source: https://blog.smartdraw.com/lean-startup-success/
Service Design, in action
Goalo Understand how students use the physical library and library
services/resources.
Scopeo Defined by College Librariano Changed and refined over time to focus more on space
usage
Timelineo Two+ yearso Plan in fall / implement in spring / data analysis and report
writing in summer
Two groupso Library Usability Group (LUX) = staffo Student advisory group = users
Add planning graphic
SD @ Reed College Library: Yr 1
Assess space usage (SUMA + Gate counts)o Once each semestero What questions do you have?o What will you do with the data?
Create student advisory groupo Establish membership goalso No library workerso All grade levels representedo Selected and self-nominated
o Recruit memberso Emailed invites to all studentso Recruited through Student Senateo Posted fliers
o 4 Meetings – 2 hours each
SD @ Reed College Library: Yr 1
Meeting One
o Homework: pre-surveyo Get to know one anothero Establish ground ruleso Set up scheduleo Service discussion – what is a service? o Homework: pay attention to services you like and dislike – come
ready to discuss
+ Meeting Two
o Homework reviewo Service discussion pt. 2o Discuss journalso Scenarioso Customer journey (research process)o Homework: journaling (week in the life)
Customer Journey Maps @ Reedo Alone or in groupo Rotate around the room and talk to
participantso Take noteso Debrief
o w/participantso w/research team
o Sketch out final map
SD @ Reed College Library: Yr 1
Meeting Threeo Service redesign – how would you change at least one
service point in the library? (written)o Homework review
o What did you learn about yourself from your journal?o What did you learn about the library from your journal?o Did you encounter any difficulties?
Meeting Fouro Website review discussion
o “10 Most Important Elements” Prompto Reference Desk prototype discussiono Final questions
Chairs do not slide properly
Using Journals +
Jammed outlet
Bad scan of article
Just found out about JSTOR lag
Zotero user
Audience Question: What questions could you ask in a meeting based on this journal?
Advisory Group Meeting Musts
General tipso Spend time getting to know memberso Provide contact info for them to follow up with questions /
commentso Supply good foodo Establish ground rules quicklyo Intermingleo Do both written and spoken activitieso Be mindful of members’ schedules
Library Usability Group roles during meetingso One person leado 2-3 people take DETAILED noteso Everyone participate in discussions, but let advisers do most
of the talking
Turning the tables….adding student advisers to Library Usability Groupo Students create, plan, and run focus groupso 2-3 meetings as whole team to develop plan and questionso Students volunteered for roleso Marketing /recruiting participantso Facilitatorso Note takers / helperso Analysis (if time)
SD @ Reed College Library: Yr 2
What did we learn from the students?o students are creatures of habito wayfindingo culture of the libraryo hierarchyo library spaces are consecrated spaceso naming conventionso additional services: refilling stations, printing, better
websiteo chairs, uneveno small repairs needed throughout library
What did we learn about the process?o Plan earlyo Test ofteno Get buy-in earlyo Communicate about the process – explain what you are
doing and what you are NOT doingo Don’t be afraid to ask questionso Leave all preconceived notions about your students (users)
at the door – approach the process with an open mind
Thinking About Your Service Design Project
o Form teamo Clearly define your project scopeo Formulate questions: what do you want to find out?o Determine tools based on your questionso Identify and include stakeholderso Determine how you will use your advisory group (i.e. what is
their charge?)o Create advisory group
Any Questions?
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