eng workshop-pres-v01

Service ExperiencesEXPLORED THROUGH PRODUCT TOUCHPOINTS

Who am I?

Al len J CochranService & Interaction Designer

PREVIOUS

Junior Design Researcher

SonicRim

Contracter

Frame360

BFA

University of Cincinnati, College of DAAP

CURRENT

MFA Candidate

OSU Department of Design

President

Graduate Student Body

User Experience Designer

OSU Office of Tech Comercialization & Knowledge Transfer

Agenda1. Some boring but essential definitions...

2. Designing for successful service systems

3. Today’s activity!

4. Critique

5. Q&A

What are products?

5

© Copyright, Allen J Cochran, 2012, All Rights Reserved

What are products?

Intangible Tangible Abstract

Sweet website dude!

What are services?

7


What are services?

Intangible Tangible Abstract

Sweet website dude!

8


The Service Triangle

Service Medium

Customers / UsersServ

ice Provider

1

232. Design

Intervention of Delegates, Stakeholders & Constituents on Service Medium. This is a form of ownership of the Delegates, Stakeholders & Constituents on the Service Medium

1. Relationship formed from Brand Experience

Service Relations and Interactions

3. Meta Design

Intervention of CGS on the Service Medium

Experience Cycle

Service Provider

This provider could be public or private, an individual or an organization.

Customers/Users

These users could be an individual, household, producer, private body, public body, collective unit, a nation, etc...

The Reality to be transformed or operated on by the Provider and for the sake of the Users

Goods, materials, coded information, or individuals or organizations for certain dimensions.

What are experiences?

10


1. Connect & Attract

The initial connection with a person to make an effective and affective impression

2. Orient

The overview or preview of what’s available or possible, allowing exploration and supporting the early stages of learning

3. Interact

The completion of valuable or valued activities while delighting the senses and establishing expectations about the overall content of the encounters

4. Extend & Retain

The person comes back for more as their expectations are raised -- at the same time a significant level of loyalty and leverageable relationships are achieved

5. Advocate

The person actively commu-nicates his/her satisfaction to others.

1

2

4

5 1

2

34

5

3

Compelling

Orienting

EmbeddingGenerating

Reverberating

Connect & AttractO

rient

Interact

Exte

nd &

Ret

ain

AdvocateExperience Cycle

Adapted from Shelley Evansen & Hugh Dubberly

How do they come together?PRODUCTS + SERVICES + EXPERIENCES = ?

12


2. Middle

1. Center

3. Petals

Value Proposition What is your core competancy?

Product What are you selling?

Touchpoints Where do consumers experience your product?

2

1

3

Adapted Sunflower Exercise

4. Stem

Drivers What are your motivations behind the product?

4

Adapted from Rob Ryan’s Sunflower Exercise

13


Customer Journey Exercise

PRE-SERVICE SERVICE POST-SERVICE

How do consumers hear about

your product?

How do consumers interact with

your product?

How do consumers continue to use

your product?

What are consumers’ expectations of

your product?

What is the satisfaction your

consumers’ have?

What are the experiences consumers

have with your product?

HINT

Explain your value proposition

HINT

Expose your touchpoints to consumers

HINT

Tell them about core competencies

Sooooooooo, what’s the act iv i ty?

We’re going to create our own companies.

16


The Tools

Sunflower Customer Journies Rapid Prototyping

17


The Problem

Students are leaving campus less well than they arrived on campus.

How can we create products that encourage wel lness among students?

eng workshop-pres-v01

Education

sweet website

intangible

service medium

rights reserved

connect amp

stakeholders

amp

design