a service design approach to developing the first year at university european first year experience...
TRANSCRIPT
A Service Design Approach to Developing the First Year at
UniversityEuropean First Year Experience Conference
June 2014
Jean Mutton, Student Experience Project Manager at the University of Derby and Director of
www.goprocessdesign.co.uk
Services…• are intangible• have benefits• are perishable (time and place dependent)
– cannot be stored or transported• are inseparable from the service provider• are often inconsistent or variable in quality
– especially personal services eg hairdressing• cannot be ‘owned’
Product or Service?
• Mobile phone• Tablet (For the over-30s, that’s an iPad – not
Paracetamol)• Blackboard/Athens• Uni App• Rolls Royce: Power by the Hour
A question for you…
…what is the “product” in education?
• Academic qualification• Physical environment and other tangibles• People and experiences• Life inside and outside the classroom
What does the ‘Student Journey’ during the first year look like?
Tools and Techniques
• Touchpoints• Service blueprinting (Front Stage/Back Stage)• Storyboarding• Emotional Journey Mapping• Stakeholder Maps• Mystery shopping• Service safari
Doing, not Talking
• Iteration• Prototyping• Fail, fail better• Co-creation• Roleplay• Observation• Personas – your turn…
Persona
• Who?• Where?• Lifestyle?• Habits?• Holidays?• Shopping?• Pets?• Family?
“The Squiggle”, Damien Newman, Central Inc.
“Double Diamond Design”, The Design Council.
Iteration – 4 Ds
Discover
Define
Develop
Deliver
“Customer Experience”, Icono-clectic.blogspot.com.
“Customer Journeys”, Diametrics
Blueprint for student transition
Open day
Admissions, faculty and marketing
staff, student and families,
SAS, ALF and Bursary,
DSRL, Finance
Invitations, dates and
times agreed,
marketing event
Application
UCAS, Admissions, International
office, faculties, Careers centre
QED, Programme structure,
codes, marketing, open
days, information provided,
programme team, creating
curriculum, validation,
faculty, admissions,
input into UCAS, online applications,
UCAS, requirements of
entry
Receive Offer
UCAS, admissions,
Careers centre,
faculties, International
office
Admissions, programme
team schedule interviews,
send letters, contact student, review
application against entry requirements,
put in offer/reject into
UCAS system, email student
offer
Open Day
Admissions, Faculties, Marketing,
Student and families,
SAS, ALF and Bursary,
DSRL
Acceptance
UCAS, admissions
Confirm place via
UCAS
UCAS admissions,
(DSRL)
Results received from
UCAS, admissions
results compared to
offers, admissions
email confirm place to student,
Admissions Matriculate and Class Scheduling
Admissions, SRF, SSSD
UCAS,Admissions,PeopleSoft,
Clearing, mass
matriculation and term
activation, timetabling, fees build
Invite to join
Uni
Faculties/Admissions
Produce faculty and programme
specific letters
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Admissions email
acceptance of place, student accepts place
Invitations, dates and
times agreed, marketing
event
Stage
Participants
Tangiable/Intangiable evidence
Back Stage
PeopleSoft Students
Admissions
Invitation to online enrol
Faculties, admissions, SRF, OLDL
team
Website
SRF and faculties update
website in regards to enrolment/inductions/
specific information, FPL have their own process/
web pages, programme
build
Student views enrolment pages
and enrols online
SRF
Website – SSE and info for
guidanceEmail/phone/counter support
AuditingEmail/phone
supportModule
information available
online
Completion of online
enrolment
SRF
Website and email
Enrolment schedule and staff training,
rooming, faculty communication,
IT support
Problem with OLE
Problem resolved?
Student drops out of OLE – Has to SSE on campus
Halls/Accommodation
Arrival: On campus
Bus driver, gate keeper, security
Car parking, Uni bus, directions, signposting,
gatehouse greet, exterior of building and campus
groups
Safe and secure environment,
maintenance of exterior/grounds, bus service,
other information
DSRL, Finance
(students can pay here for
enrolment)
Pg 1 of 2
Website, prospectus,
email, phone call,
letters
Website, paper form, in
person/phone/letter/email contact
Online, paper form
Website, prospectus,
email, phone call,
letters
Online, paper form
Online, paper form
Letters/Joining
instructions
SYSTEMS
1 d
ay
Up to
5 d
ays
1 d
ay
24
ho
urs
En
d o
f Augu
st
La
st we
eke
nd
in
Se
pte
mbe
r
1st d
ay o
f se
meste
r
Au
gust/
Se
pte
mbe
r
Yes
No
Yes
Target Time
F
F
FF
No
F
Acronym Key:SAS: Support and Advisory Service
ALF: Access to Learning FundDSRL: Derby Student Residential Ltd
QED: Quality Enhancement DepartmentSRF: Student Records & Fees
SSSD: Student Systems Support & DevelopmentF = fail point
W = point of excessive waitOLE: Online enrolment
SSE: Self-Service enrolmentSET: Student Experience Team
COA: Confirmation of ArrivalFPL: Flexible & Partnership Learning
APL: Accredited Prior Learning
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Front Stage
Your turn………• Map the experience of your persona buying a
drink in a cafe• Decide on the start and finish points • Identify the ‘touchpoints’• Think about the front stage and back stage
operations (above and below the line of visibility)
• What information do they receive/access?• Who do they interact with?• What IT or other systems are supporting the
processes?
So, what is service design?• Problem-solving• Human-centred• Inter-disciplinary• Research-based• Co-creative• Iterative• Designer as facilitator• Front stage/Back stage• Holistic• Ongoing• Sustainable• Fun!
Further info
• www.designthinkingnetwork.com• www.servicedesignbooks.org• www.globalservicejam.org
• Process and Principles: This is Service Design Thinking, Marc Stickdorn and Jacob Schneider (2010)