service design thinking. › wp-content › uploads › 2016 › 02 ›...
TRANSCRIPT
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ServiceDesignThinkingOverview&Primer
ServiceDesignThinking.
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ServicesDesignistheac7vityofplanningandorganizingpeople,infrastructure,communica7onandmaterialcomponentsofaserviceinordertoimproveitsqualityandtheinterac7onbetweenserviceproviderandcustomers.
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ServiceDesign.Management
Prod
uct
Marke0n
g
Sales
Retail
Custom
erService
Customer
CustomerService
Retail
Sales
Marke0ng
Product
Management
Alignanorganiza+ontodeliveraholis+cCustomerExperience.
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
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COLLIDE|Purpose-DrivenExperiences. Copyright©2016
DesigntheJourney(Who&What)
DesigntheDelivery(How&When)
UnderstandBusiness UnderstandCustomer
ManageChange Measure&Refine
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1. Understandbusiness,customer&serviceecosystem.2. DesignpreliminaryPersonas.3. ConductinternalCustomerJourneyworkshop.4. ResearchtovalidatePersonas&CustomerJourney.5. Designop7malCustomerJourney.6. AuditinternalServiceDelivery.7. Designop7malServiceBlueprint.8. Prototype&TestServiceDeliveryprocesses,experiences,etc.9. Plan&Priori7zeServiceRoadmap.10. DefineImplementa7on&ChangeManagementprocess.11. Measureresults&refine.
ExampleServiceDesignEngagement.
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
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Align
04
Realize
01
Understand
02
Synthesize
03
Design
ServiceDesignProcess.
User-CenteredTheop0malcustomerexperiencemustbethegoal.Serviceshouldbeviewedthroughthecustomers’eyes.
Co-Crea7veTheen0reorganiza0onmustbealigned.Allstakeholdersshouldbeincludedintheprocess.
Holis7cTheen0reenvironmentmustbeconsidered.Resultsshouldincludecustomerjourneyandorganiza0onaldelivery.
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
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PhotoNameTitleCompany/IndustryRole/ResponsibilityGenderAgeEduca0onSalary/HouseholdIncomeLoca0onFamilyKeyQuoteNarra0veDescrip0onGoals(Accomplish)Challenges(Overcome)Likes&DislikesValues&FearsCulturalTechnologyBehaviorsScenarios
PersonaName
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
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Stages
Doing
Goals
Opportuni0es
Thinking
Feeling
Experience
CustomerJourneyMap
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
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CustomerAc0ons
SupportProcesses
BackStageInterac0ons
FrontStageInterac0ons
PhysicalEvidence
LineofInterac0on
LineofInternalInterac0on
LineofVisibility
ServiceDeliveryBlueprint
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
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Q1 Q2 Q3 Q4
ServiceRoadmap
COLLIDE|Purpose-DrivenExperiences. Copyright©2016
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WorkStream
WorkStream
WorkStream
KPIsMetrics
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