experience mapping case study for sdnsf
TRANSCRIPT
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Experience Mapping Case Study:
myBerkeleyApplication
Service Design Network
San Francisco
4/8/14
Bernadette GeuyCalCentral Product Mgr
UC Berkeley
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Agenda
Case study:
Designing for the customer experience
new admits
student
Discussion / critique
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Context...
New portal solution (my project)
Aging “onboarding” solution
Campus IT moving to ITIL service model
Student Information System (SIS) replacement project starting soon
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Outside In
Inside Out
Customer Journey
Delight
Easy
Meets Needs
Tools- Experience Mapping- Service Blueprints- …...
SERVICE DESIGN
ITIL Service Management
Touchpoint
Service
Measures- SLAs- Metrics- …...
Process mappings
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Perspectives Research Questions
Student Experience
❏ Student satisfaction?❏ Gaps or unmet needs?❏ Service “hot spots”?❏ Improvement opportunities?
Technology (mBA replacement)
❏ Functional requirements?❏ Interfaces / integration requirements?❏ Replacement options?
Functional Ownership ❏ Will Admissions continue to be the functional owner?❏ Who owns the overall “student experience”? ❏ How can we extended to include the 4-year experience?
workshop
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Preparation
Research● 15 x student
Interviews
Review● Functional map
of mBA
WorkshopShare interview data
Build the Map● Post-it notes● Map - doing,
thinking & feeling
Student experience?● Satisfaction?● Gaps and needs?● “Hot Spots” -
emotional highs and lows
● Opportunities?
Analysis & Report Out
Map Analysis● Synthesized
map with “Hot Spot” examples
● Estimate happiness
Opportunities● Service
improvement opportunities
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Functional view of myBerkeleyApp
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DRAFT Synthesized Experience Map
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Emotional “Hot Spots”
● Receiving their Acceptance Notification
● Securing Housing● Understanding Financial Aid● Confusion about the Spring Admit
and Summer Bridge programs● Attending CalSO orientation and the
Class Enrollment process● Making friends and finding community
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Experience Mapping
A useful method for: ● Learning about and looking “horizontally”
at journeys● Learning from colleagues● Problem-solving across units● Doing a qualitative exploration of
improvement opportunities ● Extrapolating some quantitative data
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Communications● Many opportunities to clarify programs, set better
expectations, explain options, etc.mBA Checklists● Make sure required vs. optional tasks are clearly
identified● Integrate with Housing system, currently a link ● Get the “what” but need to know more about “how”Housing● More personalized help with escalation support
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Financial Aid● Financial literacy training● More communications on how it works and how to pay
my billCalSO and Class Enrollment● More time for class planning and to get questions
answered● Major mapping, students want to plan for multiple
semestersMentorship● 1:1 person to connect with to help navigate campus
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● myBerkeleyApp continues to function well and is valued by newly admitted students
● No gaps or unmet service needs were found ● myBerkeleyApp helps to orchestrate numerous
onboarding services but only a handful of these were referenced in students interviews as “hot spots”
● A number of onboarding opportunities were identified to improve student experiences
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Source: Adaptive Path’s mappingexperiences.com
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