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Lily Dart
Service design & user research
@lily_dart lilydart.com
@lily_dart lilydart.com
Introduction to service design
Introduction to service design @ lily _ dart lilydart.com - - PowerPoint PPT Presentation
Introduction to service design @ lily _ dart lilydart.com - - PowerPoint PPT Presentation
Lily Dart Service design & user research Introduction to service design @ lily _ dart lilydart.com Introduction to service design Service design is a holistic, user-centred approach to designing services @ lily _ dart lilydart.com
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@lily_dart lilydart.com
Introduction to service design
- 1. Focuses on meeting service user needs
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@lily_dart lilydart.com
Introduction to service design
- 1. Focuses on meeting service user needs
- 2. Considers end-to-end user journey
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@lily_dart lilydart.com
Introduction to service design
- 1. Focuses on meeting service user needs
- 2. Considers end-to-end user journey
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@lily_dart lilydart.com
Introduction to service design
- 1. Focuses on meeting service user needs
- 2. Considers end-to-end user journey
- 3. Designs for staff needs
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@lily_dart lilydart.com
Introduction to service design
- 1. Focuses on meeting service user needs
- 2. Considers end-to-end user journey
- 4. Designs business processes
- 3. Designs for staff needs
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@lily_dart lilydart.com
Introduction to service design
- 1. Focuses on meeting service user needs
- 2. Considers end-to-end user journey
- 4. Designs business processes
- 3. Designs for staff needs
- 5. Is measurable
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@lily_dart lilydart.com
Introduction to service design
Service design considers all of these elements in a service
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@lily_dart lilydart.com
Introduction to service design
Service design considers all of these elements in a service
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@lily_dart lilydart.com
Introduction to service design
Today we’ll design a basic service, based on user needs, staff needs and a stress persona
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@lily_dart lilydart.com
Introduction to service design
- 1. Design the service journey
- 3. Test and iterate the prototype
- 2. Create a service prototype
- 4. Create a service blueprint
- 5. Design metrics for the service
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@lily_dart lilydart.com
Introduction to service design
User needs are descriptions of the key needs of your service users
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@lily_dart lilydart.com
Introduction to service design
Staff needs are descriptions of what staff need to deliver a service that meets user needs
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@lily_dart lilydart.com
Introduction to service design
Stress personas are depictions of users who could experience unexpected impacts from a service
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@lily_dart lilydart.com
Introduction to service design
Stress personas help us to design empathetically for our users
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@lily_dart lilydart.com
Introduction to service design
Review your research packs for the services you’ll be designing.
User needs Staff needs Stress persona
Task 1
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Introduction to service design
Journey mapping
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@lily_dart lilydart.com
Introduction to service design
Journey mapping is designing an experience, end to end, from the users perspective
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@lily_dart lilydart.com
Introduction to service design
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@lily_dart lilydart.com
Introduction to service design
Design the service journey for your persona from initial introduction through to completion of an appointment, considering:
What your persona is thinking What is happening When it happens
Task 2
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Introduction to service design
Service prototyping
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@lily_dart lilydart.com
Introduction to service design
Great service experiences require experimentation and evaluation
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@lily_dart lilydart.com
Introduction to service design
A prototype is worth a thousand meetings.”
“
Designation
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@lily_dart lilydart.com
Introduction to service design
A prototype is worth a thousand meetings.”
“
Designation
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@lily_dart lilydart.com
Introduction to service design
You can’t know the experience you’ve created until you put it in front of a user
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@lily_dart lilydart.com
Introduction to service design
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@lily_dart lilydart.com
Introduction to service design
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@lily_dart lilydart.com
Introduction to service design
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@lily_dart lilydart.com
Introduction to service design
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@lily_dart lilydart.com
Introduction to service design
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@lily_dart lilydart.com
Introduction to service design
Design a service prototype to test out your service journey, you can use:
Paper prototypes Phones Email Desktop walkthroughs Physical walkthroughs
Task 3
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Introduction to service design
Break
@lily_dart lilydart.com
Introduction to service design
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@lily_dart lilydart.com
Introduction to service design
Test your service prototype with another group and get feedback.
Task 4
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@lily_dart lilydart.com
Introduction to service design
Swap; test the other groups service prototype and give them feedback.
Task 5
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@lily_dart lilydart.com
Introduction to service design
Iterate your service journey based on the feedback you received from the
- ther team.
Task 6
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Introduction to service design
Service blueprints
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Introduction to service design
Service blueprints are a method of displaying all interactions in a service journey
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Introduction to service design
User actions
Time
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@lily_dart lilydart.com
Introduction to service design
User actions
Time
Online Phone In person
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@lily_dart lilydart.com
Introduction to service design
User actions Support processes
Time
Online Phone In person
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@lily_dart lilydart.com
Introduction to service design
User actions Support processes
Time
Online Phone In person Back stage Front stage
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@lily_dart lilydart.com
Introduction to service design
User actions Support processes
Time
Online Phone In person Back stage Front stage
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@lily_dart lilydart.com
Introduction to service design
User actions Support processes
Time
Online Phone In person Back stage Front stage
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@lily_dart lilydart.com
Introduction to service design
User actions
Online Back stage
Support processes
Time
Phone In person Request for quote
Form submitted via website Address and contact details added to CRM Call to confirm initial appointment Cleaner appointed to client, appointment scheduled
Call received from cleaning service
Assessment visit at clients home Requirements added to CRM and quote generated
Meets cleaner at home, discusses requirements
Front stage Receives and confirms quote
Regular appointment added to scheduling tool
Email received with quote and confirmation request
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@lily_dart lilydart.com
Introduction to service design
Start your service blueprint.
Use your service journey to add user actions, and add any front stage interactions into the appropriate channels.
Task 6
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@lily_dart lilydart.com
Introduction to service design
User actions
Online Back stage
Support processes
Time
Phone In person Request for quote
Form submitted via website Address and contact details added to CRM Call to confirm initial appointment Cleaner appointed to client, appointment scheduled
Call received from cleaning service
Assessment visit at clients home Requirements added to CRM and quote generated
Meets cleaner at home, discusses requirements
Front stage Receives and confirms quote
Regular appointment added to scheduling tool
Email received with quote and confirmation request
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@lily_dart lilydart.com
Introduction to service design
Add support process to your service blueprint, considering:
Information that will be collected from users Information that will be sent to users Business processes Systems to capture data Systems to support processes
Task 7
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@lily_dart lilydart.com
Introduction to service design
User actions
Online Back stage
Support processes
Time
Phone In person Request for quote
Form submitted via website Address and contact details added to CRM Call to confirm initial appointment Cleaner appointed to client, appointment scheduled
Call received from cleaning service
Assessment visit at clients home Requirements added to CRM and quote generated
Meets cleaner at home, discusses requirements
Front stage Receives and confirms quote
Regular appointment added to scheduling tool
Email received with quote and confirmation request
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@lily_dart lilydart.com
Introduction to service design
Designing metrics and measures
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@lily_dart lilydart.com
Introduction to service design
How will we know when we’ve met the user need?
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@lily_dart lilydart.com
Introduction to service design
How will we know the service is performing?
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@lily_dart lilydart.com
Introduction to service design
- 1. Clients need a timely response
to enquiries
- 3. Clients need to trust that their cleaning
requirements have been understood
- 2. Clients need to know how much
the service will cost
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@lily_dart lilydart.com
Introduction to service design
User actions
Channels
Support processes
Request for quote
Form submitted via website Address and contact details added to CRM Call to confirm initial appointment Cleaner appointed to client, appointment scheduled
Call received from cleaning service
Assessment visit at clients home Requirements added to CRM and quote generated
Meets cleaner at home, discusses requirements
Receives and confirms quote
Regular appointment added to scheduling tool
Email received with quote and confirmation request
Call received within 24 hours
- f request
Quote received within 2 hours 80% of potential clients confirm quotes
Metrics & Measures
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@lily_dart lilydart.com
Introduction to service design
User actions
Channels
Support processes
Request for quote
Form submitted via website Address and contact details added to CRM Call to confirm initial appointment Cleaner appointed to client, appointment scheduled
Call received from cleaning service
Assessment visit at clients home Requirements added to CRM and quote generated
Meets cleaner at home, discusses requirements
Receives and confirms quote
Regular appointment added to scheduling tool
Email received with quote and confirmation request
Call received within 24 hours
- f request
Quote received within 2 hours 80% of potential clients confirm quotes
Metrics & Measures
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@lily_dart lilydart.com
Introduction to service design
User actions
Channels
Support processes
Request for quote
Form submitted via website Address and contact details added to CRM Call to confirm initial appointment Cleaner appointed to client, appointment scheduled
Call received from cleaning service
Assessment visit at clients home Requirements added to CRM and quote generated
Meets cleaner at home, discusses requirements
Receives and confirms quote
Regular appointment added to scheduling tool
Email received with quote and confirmation request
Call received within 24 hours
- f request
Quote received within 2 hours 80% of potential clients confirm quotes
Metrics & Measures
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@lily_dart lilydart.com
Introduction to service design
Watch out for perverse metrics and targets
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@lily_dart lilydart.com
Introduction to service design
Good metrics and targets are indicators of service performance
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@lily_dart lilydart.com
Introduction to service design
Design some measures and metrics for your service, considering:
User satisfaction Interaction times Fulfilment of user needs
Task 8
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@lily_dart lilydart.com
Introduction to service design
Present your service blueprint and the metrics and measures you’ve designed.
Task 9
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Lily Dart
Service design & user research
@lily_dart lilydart.com