Introduction to Service Design Thinking & Doing
Jacquelyn Brioux & Chloe Tetreault, Shopify
A presentation at BLND in February 2019 in Stratford, ON, Canada by Jacquelyn Brioux
Jacquelyn Brioux & Chloe Tetreault, Shopify
Workshop Breakdown Service Design Fundamentals 20-minutes Activity One—Framing the Problem Space 20-minutes Activity Two—Service Blueprinting 30-minutes Roundtable Comments + Q&A 20-minutes
Let’s get started.
Service Design FUNDAMENTALS
What is service design?
First, let’s be clear—service design is the design of services. However, search online for service design right now and you’ll find a seemingly endless array of ‘toolkits’ and ‘design processes’. Five circled grids. Double diamonds. Mental models. You’d be forgiven for thinking that it was about the process of design, rather than changing outcomes for users. Lou Downe Head of Design, UK.GOV
Service design is a holistic, participatory, and cross-functional approach to improving end-to-end human experiences, as delivered through digital, physical, virtual, or human touchpoints. Service experiences need to balance user, partner and employee desirability, business viability, and operational and technical feasibility.
From front From beginning to end Across every channel To back
Understanding the service experience lifecycle
Service Experience Lifecycle Adapted from Namahn and Practical Service Design
Service Experience Lifecycle Adapted from Namahn and Practical Service Design
Service Experience Lifecycle Adapted from Namahn and Practical Service Design
Understanding the service design process
Service Design Process Adapted from Service Design at Capital One (2017)
Service design methods
Service Design Methods • Stakeholder Interviews • Qualitative Research • Hypothesis Journey Map • Research Insights • Alignment Workshop • Experience Principles • Current-State Service Blueprint • Journey Map • Stakeholder Map • Ecosystem Map • Experience Map • Touchpoint Audit • Ideation • Storyboarding • Service Storming • Vision Stories • Prioritization Framework • Future-State Service Blueprint • Pilots • Monitoring and KPI Analysis • Evolution Plan (Revisited) • Prioritization Framework (Revisited) • Evolution Plan • Quantitative Research • Key Performance Indicators (KPIs) • Qualitative Research • Future-State Service Blueprint (Updated) • Project/Feature Cards • Research Insights • KPIs (Revisited) • Personas & Archetypes Adapted from Service Design at Capital One (2017)
Activity One FRAMING THE PROBLEM SPACE
Workshop Etiquette Defer judgement. You never know where a good idea is going to come from. The key is make everyone feel like they can say the idea on their mind and allow others to build on it. Build on the ideas of others. Being positive and building on the ideas of others take some skill. In conversation, try to use “and” instead of “but.” Stay focused on the topic. Try to keep the discussion on target, otherwise you can diverge beyond the scope of what you’re trying to design for. One conversation at a time. Your team is far more likely to build on an idea and make a creative leap if everyone is paying full attention to whoever is sharing a new idea.
20-MINUTES 01. Framing Identify (or choose) a specific service experience and complete the first worksheet to help frame your problem space.
Service Experience Examples • Emergency room visit • Registering for health insurance • Domestic air travel • Dining at a restaurant • Hotel stay • Food or meal delivery service • Dentist check-up • Ordering goods online • Purchasing a home • Pet sitter / walker • Purchasing a car • Applying for a new job • Opening a credit card account • Applying for a work/student visa • Getting your driver’s license • Seeing a counselor • Renewing your passport • Adopting a child
Activity Two SERVICE BLUEPRINTING
Service design jargon
JARGON Frontstage / Backstage In services, there are things the customer does and doesn’t see—we call this frontstage and backstage. Think of it like theatre: backstage is what is done behind the curtain to support the actors, who are frontstage, and they’re who you see in front of the curtain. Those on the backstage do just as much to shape the experience as those on the front stage. They help to deliver the service, play an active and critical part in shaping the experience, and represent a company’s brand.
JARGON Touchpoints Touchpoints are the medium through which value exchanges happen, leading to the outcomes of a service. There are five different types of touchpoints: • • • • • People, including employees and other customers encountered throughout the service delivery. Place, such as the physical space or the virtual environment through which the service is delivered Props, such as the objects and collateral used to deliver the service. Partners, including other businesses or entities that help to deliver or enhance the service Processes, such as the workflows that inform how the service is
JARGON People (a.k.a. “Actors”) Anyone who creates or uses the service, as well as individuals who may be indirectly affected by the service. • Service Customers purchase (or have the authority to purchase) the service. • Service Users directly use the service to achieve a specific outcome. • Frontstage Service Employees deliver all or part of the service directly to the user. • Backstage Service Employees perform background functions in support of the service delivery; the user doesn’t see or interact directly with these people. • Partner Service Employees are involved in delivering the service.
JARGON Props The physical or digital artifacts (including products) that are needed to perform the service successfully.
JARGON Processes Any workflows, procedures, or rituals performed by either the employee or the user throughout a service.
JARGON Places The physical space or the virtual environment through which the service is delivered.
JARGON Partners Partners include other businesses or entities that help to produce or enhance the service and contribute to delivering the service outcome.
Customer Journey Maps EXPERIENCE-FOCUSED Create a customer journey map when you need… ✓ to identify customer pain points and service gaps ✓ to design a new service with customer experience at the core ✓ to examine the customer experience across all touchpoints of a service ✓ to define a vision for how specific touchpoints within a service could change the customer experience Shahrzad Samadzadeh, Cooper (2015)
JOURNEY MAP Journey Mapping Basics In its most basic form, journey mapping starts by compiling a series of user goals and actions into a timeline skeleton. Next, the skeleton is fleshed out with user thoughts and emotions in in order to create a narrative. Finally, that narrative is condensed into a visualization used to communicate insights that will inform design processes. Kate Kaplan, NN/g 2016
Sarah Calandro, Capital One Labs 2015)
Service Blueprints PROCESS-FOCUSED Create a service blueprint when you need… ✓ to identify process breakdowns and opportunities for process improvements ✓ to inform an implementation plan for a new service ✓ to examine service metrics in the context of a service delivery processes ✓ to define a vision for how specific touchpoints within a service could become higher or lower touch Shahrzad Samadzadeh, Cooper (2015)
Service Blueprints IN SHORT ✓ Map the value exchanges across touchpoints ✓ Clarify the interaction between customers, employees, and partners (where applicable) ✓ Reveal how these are supported by backstage activities Izac Ross, Cooper (2014)
SERVICE BLUEPRINT Service Blueprinting Basics Service blueprints clarify the interactions between service users, digital touchpoints, and service employees, including the frontstage activities that impact the customer directly, and the backstage activities that the customer does not see. Sarah Gibbons, NN/g (2017)
SERVICE BLUEPRINT Additional Lanes, Arrows & Annotations Blueprints can be adapted to context and business goals by introducing the additional elements as needed. • Arrows indicate relationships and dependencies. • Time can represent the estimated duration of each customer action. • Regulations or Policy can help you understand what may dictate how a process is completed. • Emotion can be included for both customers and employees to help you locate pain points. • Metrics can be added in context to help you know what data you can collect to determine value or success. Sarah Gibbons, NN/g (2017)
Hybrid Customer Journey Map + Service Blueprint EY for Fannie Mae (2018)
6 Lessons for Service Blueprinting 1. Know when you need a journey map versus a service blueprint. 2. Before you start problem solving, you need to have a clear picture of your current state. 3. The blueprint helps you identify opportunities. 4. Understanding and mapping the experience of a service employee is just as critical as the customer experience. 5. Value isn’t always measurable. 6. Just because it can be a service doesn’t mean it should. Lauren Ruiz, Cooper (2015)
30-MINUTES 02. Service Blueprinting Start sequencing the details of your service experience in a service blueprint from beginning to end, front to back, and across all channels. Use the template provided.
Now what?
Q&A
That’s all, folks. Jacquelyn Brioux jacquelyn.brioux@shopify.com shopify.com/plus Chloe Tetreault chloe.tetreault@shopify.com shopify.com
