demystifying service design | o'reilly 2016

Erik Flowers – @Erik_UX

January 21, 2016 - O’Reilly Design Conference

Demystifying Service Design

#OReillyDesign #IntuitDesign #DesignForDelight

Design.

Service.

Design.Service.

Design.Service

Product & Service

The lines between hardware, software, and services are blurred or are disappearing.–Tim Cook, CEO, Apple

Bloomberg Business 9/14

Designing for Service

What does it mean to serve? Perform, provide. Facilitate, enable, assist.

Over a period time.

Customer Benefit End-to-end experiences that are frictionless, cohesive, and designed from the customer point of view.

Organization Benefit Improving our underlying support structures, employee experiences, and end-to-end understanding.

Designing for Service The practical application of design to ensure successful delivery of the customer & organizational benefits.

Setting the Stage

Backstage

Front Stage - Visible to Customer Channels, products, actors, touchpoints, interfaces, interactions, conversations…

Back Stage - Not Visible to Customer Processes, policies, actors, systems, technology, infrastructures…

…not visible, but felt.

Behind the Scenes Guiding principles, internal constraints, regulations, legal requirements, organizational structures, business culture…

Backstage

Frontstage

Our Behind the Scenes

Customer’s Behind the Scenes

You don’t have to be a “service provider” to design for service.

To serve is human & service is being human.

A Human Experience

Deconstructing the Stage

Touchpoint A point of interaction between the customer and the service.

Ecosystem The touchpoints that are available for a customer to experience.

Channels The mediums in which touchpoint interactions take place.

Customers design their experience each and every time.

We only set the stage in service of the customer’s journey.

We act in service of the customer’s needs.

Designing for service is how we ensure successful delivery.

Let’s Get Practical

We serve the self employed and small business owners of the world.

The Practical Project Process1. Define opportunity space 2. Service Blueprinting 3. Identify strategic & tactical fixes 4. Service design to take ACTION

1. The Opportunity Space

Customer Billing. A true ecosystem spanning customer experience. 20% of support volume.

20%

The Vision “A great billing experience is a key element of the end-to-end QuickBooks experience.”

“Billing” Impersonal. Internally focused. Mechanical.

Our customer’s subscription is an ongoing relationship that gives access to what helps make them successful, and let’s us ensure we can continue to act in service to them.

Seeing the Subscription “Stage”

Customer relationship architecture artifact removed. Confidential info, sorry :(

visit www.practicalservicedesign.com to see public template!

Cross silo, ecosystem spanning chain of events over time.

Nail the basics Find the biggest potential for overlap of irritation, pain, and failure.

Blueprinting the Complete Picture

Unlock the front stage, back stage, and behind the scenes.

Practical Service Blueprinting Co-created process that uncovers true end-to-end, surface-to-core reality of a customer experience…

Practical Service Blueprinting …and the reality of the internal organization experience and structure.

Holistically Organized The gathered team represents the holistic service, not the internal structure.

End to End

Service blueprint artifact removed. Confidential info, sorry :(

visit www.practicalservicedesign.com to see public template!

End to End

Surface to Core

Service blueprint artifact removed. Confidential info, sorry :(

visit www.practicalservicedesign.com to see public template!

Actors Systems Stakeholders Observations & Facts Data Callouts & Metrics Policies Unknowns Critical Moments, Irritations & Failures Ideas, a-ha’s, opportunities

Backstage

Front Stage - Visible to Customer Marketing. Sign up. Emails. QuickBooks itself. Account Mgmt. Customer care…

Back Stage - Not Visible to Customer Tech stacks. API. UI patterns. Content management. Care agent processes…

Behind the Scenes Finance & pricing policies. Lineup definitions. Legal requirements. Product roadmaps. Support data. Leadership vision. Competitive insights.

The Practical Service Blueprint It’s not the view of how it was designed, it’s the view of how it was delivered.

Strategic Themes and Tactical FixesShifting the vision vs. just go do it

End to End

Surface to Core

Service blueprint artifact removed. Confidential info, sorry :(

visit www.practicalservicedesign.com to see public template!

Root Cause Analysis & Remediation Deep dive into service blueprints to find the true upstream and downstream cause and effect.

Strategy vs. TacticsTactical “just go do” items. Strategic themes that will need vision shifts.

HomePage

ProductSelection

Sign Up First Use Product Recommendation

QuickBooksDashboard

Subscribe Now AccountManagement

Correspondence Care

“Start Trial” as primary CTA

Include price summary in

product selection

brought forward before product

selection in trial flow

no changes

Persistent trial indicator.

Detailed organization and pricing info. Pricing Summary

Similar design to Subscribe Now.

Emails with design components

as product

New help content on

subscriptions

3.1 3.2 3.2 3.3 3.4 3.5

Recommendation during FTU setup. Similar design to Subscribe Now.

Online Advertising Prices, ads, promotions

quickbooks.com Brand, prices, ads, promotions, lineup,

signups

First Use Selection, features, trial

features, promotion

Product Bundled features, opt in/out, trial to buy, fundability

Acct. Mgmt. Payment source,

upgrade, downgrade, cancel

Care Agents, scripts,

knowledge base, self-help, IVR

Comm. Brand, content, tone, voice,

frequency, consolidation

Finance Policies, prices,

promotions, rules, projection goals

HomePage

ProductSelection

Sign Up First Use Product Recommendation

QuickBooksDashboard

Subscribe Now AccountManagement

Correspondence Care

3.1 3.2 3.2 3.3 3.4 3.5

Action Thinking end-to-end vs. acting end-to-end.

HomePage

ProductSelection

Sign Up First Use Product Recommendation

QuickBooksDashboard

Subscribe Now AccountManagement

Correspondence Care

“Start Trial” as primary CTA

Include price summary in

product selection

brought forward before product

selection in trial flow

no changes

Persistent trial indicator.

Detailed organization and pricing info. Pricing Summary

Similar design to Subscribe Now.

Emails with design components

as product

New help content on

subscriptions

3.1 3.2 3.2 3.3 3.4 3.5

Recommendation during FTU setup. Similar design to Subscribe Now.

Activates the Organization Customer backed Visceral shared artifact Silo-busting co-creation “First time seeing it end-to-end” Actionable insights in matter of hours

Can you see all the stages you have set?

Can you see all the stages you have set?

Can you see all the stages you have set?

Can you see all the stages you have set?

Predictions & Provocations

The medium of your brand will become irrelevant.

The only thing customer’s will attach to your name will be the service you provide them.

Touchpoint design will not be enough to differentiate.

Differentiation will come through the relationship you have with your customers and how you serve over time.

Holistic experiences require holistic organizations.

What you produce mirrors how you are organized. Cross-silo coordination will be the key to delivering outcomes.

Customers adopt more fluid expectations.

They will expect quality services to feel the same across categories and contexts.

Employee experience will become a design priority.

Design thinking will be applied to how experiences are produced and services delivered internally.

Building service design capacity will be essential.

Service design is a much needed tool for companies to better design and deliver exceptional customer experiences.

To Act in Service

Remember…

What you make is not who you are.

What you provide is not who you are.

Your branding is not who you are.

How you serve is who you are.

How you serve is who you are.

Thank you.

Would you like to know more? Join the Service Design Slack (450+ members!)www.practicalservicedesign.com/community

Get the “Practical Service Blueprinting” ebookwww.practicalservicedesign.com/the-guide

Thank you! Follow @Erik_UX

#OReillyDesign #IntuitDesign #DesignForDelight