service design breakfast - work begins after the launch - janne toivola, futurice
DESCRIPTION
The presentation demonstrates how to derive a service design from clear business goals, then onto measurable KPIs for the service, then putting the analytics in place to verify the success of the service against the measurements and finally analyzing the measurement results to identify how to improve the service.TRANSCRIPT
Service Design Breakfast 31.10.2012 / Janne Toivola
Work begins after the launch
#sdbreakfast
Development
Lifecycle management Design
Laun
ch
Design Validate
Validated design Design + Development + Analytics
HELSINKI
TAMPERE
BERLIN
LONDON
160
Founded 2000
1
We are a European software design and development company Futurice Facts
DÜSSELDORF
All in one.
Consulting Design
Development Lifecycle
Management
Janne Toivola: Digital analytics + SEO.
Service design. Usability, interaction design. Agile design + development.
Web publishing. M.Sc. (Tech.)
Design Analytics-‐driven service design
Business model
User needs
Features + content
UI + visual design
Marketing
http://www.flickr.com/photos/mattimattila/6875571052/
“If one does not know to which port one is sailing, no wind is
favorable.” Lucius Annaeus Seneca, 4 BC – AD 65
Doable Understandable Measurable Beneficial
http://www.flickr.com/photos/wackelijmrooster/6378316753/
Strategy Service Goals KPI Target € value
Establish a community around service design by providing useful information on service design tools and methods and a place for professionals to discuss. Provide a place for companies to find service design professionals, sell advertising space.
Service design pros website
Get registered users New registrations 100 /mo 50 €
Increase traffic Unique visitors 30 000 /mo -‐
Sell advertising space New advertisements
5 /mo 1 000 €
Increase brand awareness
Organic branded visits + direct visits
5 000 /mo -‐
Facebook page Get FB fans # of fans 1 000 -‐
Activate people Facebook interactions
400 /mo -‐
…
Example: service design community site http://servicedesignpros.com/
158 000 000 000 searches / month.
What’s the user looking for? Queries /
mo
What tools are there for service design? 11 365
Where can I find information on a specific service design tool x? 125 035
Where can I find examples of service design methods and tools? 5 560
Where can I find service design tool templates? 4 331
What design patterns are there for service design? 573
What is the definition of service design tool x? 1 296
Where can I find concrete instructions on how to create x? 1 334
…
Search for “customer journey map” on Google
Select Service design pros search result
“Customer journey
mapping” page Click a link from relevant forum
discussion
Write reply to discussion
Go to register form, fill info
Click register button
Thank you page
Search for “service design tools” on Google
Select Service design pros search result
Frontpage Exit
View forum discussion
2. Engage ü Give people the information they
need, be useful and relevant – make them love your service.
3. Activate ü Get them to convert – make them do
the thing that makes sense in your service.
1. Reach ü Let people know you exist, get them
to choose your service over competitors’.
4. Nurture ü Remind people that you exist,
market your new content and features, make them recommend your service to friends.
Facebook Organic search traffic
Register
Direct traffic
Service design pros site
Service design tool resources
Forum discussions
Weekly feed from forum
AdWords
For advertisers -‐page
Buy advertisement
Newsletter
Pre-‐service
Service
Post-‐service
ü Business model
ü User needs
ü Features + content
ü UI + visual design
ü Marketing
http://www.flickr.com/photos/mattimattila/6875571052/
Design <3 Development
Single way of working. Single set of goals. Single set of people. Single customer interface.
Validate Check whether the design works or not
1. Report 2. Analyze 3. Act
What happened? Why? How can it be fixed?
Business model: Did we meet our goals?
Strategy Service Goals KPI Target 10/2012 Actions
Establish a community around service design by providing useful information on service design tools and methods and a place for professionals to discuss. Provide a place for companies to find service design professionals, sell advertising space.
Service design pros website
Get registered users
New registrations 100 /mo 55 (+23%) 1) Facebook campaign
2) Improve registration page
Increase traffic Unique visitors 30 000 /mo 27 012 (-‐24%)
1) Increase # of blog posts
Sell advertising space
New advertisements 5 /mo 1 (-‐80%) 1) Contact partners 2) Improvements to
ad page
Increase brand awareness
Organic branded visits + direct visits
5 000 /mo 5 500 (+17%)
…
Facebook page
Get FB fans # of fans 1 000 340 (+5%)
Activate people Facebook interactions 400 /mo 230 (-‐45%)
…
User needs: Did we reach the users we intended?
What’s the user looking for? Queries /mo Share of traffic
(10/2012) Conversion-‐%
What tools are there for service design? 11 365 1% (+15%) 0,1% (+34%)
Where can I find information on a specific service design tool x? 125 035 3% (-‐24%) 0% (-‐100%)
Where can I find examples of service design methods and tools? 5 560 -‐ 0% (-‐0%)
Where can I find service design tool templates? 4 331 7% (+450%) 2,3% (+130%)
What design patterns are there for service design? 573 0,5% (-‐56%) 1,2% (+12%)
What is the definition of service design tool x? 1 296 1% (+12%) 0% (-‐100%)
Where can I find concrete instructions on how to create x? 1 334 2% (+100%) 0% (-‐0%)
…
Segmenting: How did different groups do?
Content + functions: How did people navigate the site and
use our content?
Visitors flow report
UI + visual design: Are people able to use the design?
Heatmaps from ClickTale (http://www.clicktale.com/)
A B C
91% 78% 87%
Original page
D E F
65% 96% 93%
Chance to beat original:
Chance to beat original:
Let’s optimize this!
Test 1: Results – Design A wins: ü 23% increase in conversion rate ü 3200 € increase in sales
Test 2: Results – Design E wins: ü 53% increase in conversion rate ü 5500 € increase in sales
New design \o/
15% 15% 15%
15% 15% 15%
A/B testing
Marketing: Where did our users really come from?
Traffic source Visitors Conversion-‐%
Facebook 1 365 0,1% (+34%)
Twitter 535 0% (-‐100%)
Organic traffic: branded traffic 5 560 0% (-‐0%)
Organic traffic: targeted keywords 4 331 2,3% (+130%)
Adwords (ppc) 373 1,2% (+12%)
Forum: weekly roundup 296 0% (-‐100%)
RSS feed 34 0% (-‐0%)
…
Wrap-‐up
What concrete steps can we take to enhance our business?
Business model Goals KPI
Changes, projects
Goal-‐driven service development
Why are we investing in this?
Design Validate
Business model Set service goals, select KPIs Realized vs. planned KPIs, service value, sales
User needs Keyword research, analytics of existing services, “traditional methods”
User segmenting, keywords, “traditional methods”
Features + content Design and prioritize based on user needs, design the optimal customer journey
Visitor flow, top content, content value
UI + visual design Design the UI and visuals to support overall experience
In-‐page analytics, usability testing, A/B-‐testing
Marketing Design the marketing funnel (e.g. REAN model)
Balance marketing efforts based on results (conversion)
