An introduction to

SERVICE DESIGN Where IT, operations and customer

experience collide…

A AGILE AUSTRALIA 2017

AMANDA WISE Customer Experience Designer

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Once upon a time, in a land called Discovery...

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Customer Research

Customer Journey Mapping

Value Stream Process Mapping

Technical Assessments

Strategic prioritisation

What does it all mean???

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To understand an organisation’s ecosystem...

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...you just need a map.

WHAT IS SERVICE DESIGN?

WHAT IS SERVICE DESIGN?

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OK, why is Service Design so HOT right now?

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“A quick scan of the consulting arena reveals an acquisition frenzy where design firms are being acquired by large management consulting and IT services firms. Deloitte acquired Ubermind and Banyan Branch PWC acquired BGT, a digital creative consultancy Accenture picked up design firm Fjord McKinsey bought Agiliti and Lunar BCG acquired Strategic & Creative, a Sydney based firm KPMG bought Cynergy Cognizant acquired Cadient to augment its digital capabilities. EY bought London’s Seren Wipro bought Danish agency DesignIT, to launch its own digital division IBM has bought Germany’s ecx.io and U.S. based Resource/Ammirati.

And this is just a smattering of the deals that have taken place in this arena.” Forbes, March 2016 https://www.forbes.com/sites/falgunidesai/2016/03/23/the-rise-of-digital-consultancies/#78ecbea76a79

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5 ‘flavours’ of service design “Fuzzy front-end” innovation Physical experience design Digital experience design

+ Organisational change consulting Business process consulting

Forrester Research, Vendor Landscape: Service Design Agency Overview, 2015

WHAT IS SERVICE DESIGN?

Full-service digital and

business system

providers

THE BLUEPRINTING

METHOD

SERVICE DESIGN “STAGES”

User Actions + Data/Evidence

Touchpoints

Front stage Staff Actions

Enterprise Systems

Back stage Staff processes

Line of Interaction

Line of Visibility

FRONT STAGE

BACK STAGE

Steps in the Journey

THE BLUEPRINT

User Actions + Evidence

Touchpoints

Front stage Staff Actions

Enterprise Systems

Back stage Staff processes

Line of Interaction

Line of Visibility

STEPS SIGNUP/ PURCHASE ONBOARD USE RENEW/

UPGRADE EXIT

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SERVICE DESIGN “STAGES”

User Actions + Data/Evidence

Touchpoints

Front stage Staff Actions

Enterprise Systems

Back stage Staff processes

Line of Interaction

Line of Visibility

FRONT STAGE

BACK STAGE

Steps in the Journey

TRAVEL CARD SERVICE BLUEPRINT

STEP 1: MAP THE SERVICE MOMENTS

User Actions + Evidence

Touchpoints

Front stage Staff Actions

Enterprise Systems

Back stage Staff processes

Line of Interaction

Line of Visibility

STEPS PURCHASE REGISTER USE TOP UP CANCEL

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Must get card

Point of Sale

Shop assistant explains info

Card no. registered (Sales system)

First credit applied

I need to secure my $

Mobile/Web: Register Card

Customer Data system

Tap on/off

Card reader on bus

Bus driver fields questions

Yikes - not enough $ to pay fare!

Mobile App top up flow

Phone IVR top up flow

Contact centre system

I need to cancel and get refund.

Mobile/Web FAQ

Trips & fares recorded

Contact recorded

Contact Centre Help/Support

Contact centre processes

Credit Card/BPay processing

Payments systems

XX% not registered

Transport NSW Open data

Uptake metrics

Support data Service feedback

BLUEPRINT WALL

CO-CREATION WORKSHOP

STEP 2: ANALYSIS

User Actions + Evidence

Touchpoints

Front stage Staff Actions

Enterprise Systems

Back stage Staff processes

Line of Interaction

Line of Visibility

STEPS PURCHASE REGISTER USE TOP UP CANCEL

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CK

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Must get card

Point of Sale

Shop assistant explains info

Card no. registered (Sales system)

First credit applied

I need to secure my $

Mobile/Web: Register Card

Customer Data system

Tap on/off

Card reader on bus

Bus driver fields questions

Yikes - not enough $ to pay fare!

Mobile top up flow

Phone IVR top up flow

Contact centre system

I need to cancel and get refund.

Mobile/Web FAQ

Trips & fares recorded

Contact recorded

Contact Centre Help/Support

Contact centre processes

Credit Card/BPay processing

Payments systems

SPREADSHEET BLUEPRINT

HIGH FIDELITY BLUEPRINT

STEP 3: IDENTIFY CRITICAL PATHS

User Actions + Evidence

Touchpoints

Front stage Staff Actions

Enterprise Systems

Back stage Staff processes

Line of Interaction

Line of Visibility

STEPS PURCHASE REGISTER USE TOP UP CANCEL

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CK

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Must get card

Point of Sale

Shop assistant explains info

Card no. registered (Sales system)

First credit applied

I need to secure my $

Mobile/Web: Register Card

Customer Data system

Tap on/off

Card reader on bus

Bus driver fields questions

Yikes - not enough $ to pay fare!

Mobile top up flow

Phone IVR top up flow

Contact centre system

I need to cancel and get refund.

Mobile/Web FAQ

Trips & fares recorded

Contact recorded

Contact Centre Help/Support

Contact centre processes

Credit Card/BPay processing

Payments systems

STEP 4: ALIGN BUSINESS UNITS

User Actions + Evidence

Touchpoints

Front stage Staff Actions

Enterprise Systems

Back stage Staff processes

Line of Interaction

Line of Visibility

STEPS PURCHASE REGISTER USE TOP UP CANCEL

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NT

STA

GE

BA

CK

STA

GE

Must get card

Point of Sale

Shop assistant explains info

Card no. registered (Sales system)

First credit applied

I need to secure my $

Mobile/Web: Register Card

Customer Data system

Tap on/off

Card reader on bus

Bus driver fields questions

Yikes - not enough $ to pay fare!

Mobile top up flow

Phone IVR top up flow

Contact centre system

I need to cancel and get refund.

Mobile/Web FAQ

Trips & fares recorded

Contact recorded

Contact Centre Help/Support

Contact centre processes

Credit Card/BPay processing

Payments systems

MARKETING TEAM

IT TEAM

WEB TEAM

CUSTOMER SUPPORT

BUSINESS TEAM

STEP 5: VISION STATE

Current State Blueprint

Vision State Blueprint

Project opportunities

Roadmap

Touchpoint Design & Build

User Research Journey Mapping

Technical Systems Mapping

Data Analytics

Support Systems & Value Mapping

Organisation Transformation

SERVICE VISION BLUEPRINT

STEP 6: PRIORITISING THE ROADMAP

Current State Blueprint

Vision State Blueprint

Project opportunities

Roadmap

Touchpoint Design & Build

User Research Journey Mapping

Technical Systems Mapping

Data Analytics

Support Systems & Value Mapping

Organisation Transformation

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STEP 6: PRIORITISING THE ROADMAP

CURRENT TO VISION TO TOUCHPOINT

FRONT STAGE

BACK STAGE

MARKETING TEAM

SALES TEAM

FULFILLMENT TEAM

RETAIL TEAM

CUSTOMER SUPPORT

Business & Produt Teams

Experience Unity champions

DELIVERY: UNIFYING THE SERVICE VISION

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➔  Service Design works well as a concurrent track approach within Agile or Lean environments.

➔  Aim high - look at the end-to-end service vision - but start small, grow fast and reflect.

➔  Use it to support value propositions and user stories in tactical delivery.

➔  High quality deliverables sell work, and empower clients to sell the vision to the larger organisation.

➔  Adapt your methods to fit the client culture.

Tips from the trenches...

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In summary...

Use a service design framework to align technology, business and operations around customer needs, and you have a powerful tool for prioritising the delivery roadmap.

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QUESTIONS?

RESOURCES

CONNECT Amanda Wise on LinkedIn