Jacquelyn is a charismatic design researcher and strategist who has spent the last decade helping organizations improve human experience—for users, customers, partners, and employees. She currently leads the service design practice at Shopify Plus in Waterloo, where she helps cross-functional teams adopt new ways of thinking and working to drive differentiated service experiences for enterprise commerce. Prior to joining Shopify, Jacquelyn started and scaled the first in-house service design practice at Fannie Mae in Washington, D.C. and spent two years at Capital One and Capital One Labs respectively, working with leading service designers from Adaptive Path. She currently lives in Northern Virginia with her family and enjoys visualizing complexity as much as she does curating music playlists. Someday, she hopes to retire in a vineyard and deliver a kick-ass service experience.
In this introductory 90-minute workshop, you’ll have a chance to sit back and learn a little about the fundamentals of service design—what is service design (definition, lifecycle, process, methods, tools); what does it take to be a service designer; how to build a service design capability; and some critical jargon to get you started. Next, you’ll roll up your sleeves to work through a real service experience challenge as a group using two worksheets: problem framing and service blueprinting. The first worksheet helps you frame the service and reflect on user motivations, constraints, requirements, and success indicators. The second worksheet helps you sequence the various stages, actors, actions, and touchpoints of the service experience from beginning to end, front to back, and across all channels. Lastly, we’ll discuss what’s next—how to leverage this process to drive real impact and how to measure it along the way, learning and iterating as you go. Get energized during group work time with a mix of obscure and recognizable tunes while I walk around the room to field questions and help teams get unstuck.