Prototyping Power Product vs. service thinking and how to do rapid prototyping in a service-based context.

November 9, 2016 Service management. Experience design. Process engineering.

Ground Rules for successful workshopsGet a breakdown of each ground rule + the top 10 best practices for running design thinking and rapid prototyping workshops

http://theservicedesigngroup.com/best-practices-for-design-thinking-and-rapid-prototyping-workshops.html

Product vs. Service Thinking WHAT’S THE DIFFERENCE?

Do this exercise to experience the difference

First, design a vase1 minute / Draw, draw, draw

Now, design a way for people to enjoy flowers2 minutes / Think, think, think

What did you learn?

Products are things which are bought and used. Services deliver continuous outcomes.

• A tangible thing • Is purchased (owned) • Can be purely decorative or applied as a tool to

accomplish a task • Exhibits elements of user-to-thing interactions

(dials and knobs, switches and gauges, clicks and taps, etc.)

• Is consumed • Reaches end of life and is replaced • Measured by feature/function completeness • Issues covered by warranties

• An intangible • Is subscribed to (leased) • Accomplishes something for the subscriber /

delivers an outcome • Exhibits elements of user-to-system

interactions • Is not consumed • Never reaches end of life - is renewed (or not)

can be continuously improved • Measured by service delivery achievement • Issues covered by service level agreements

Product Service

What about prototyping?

Product prototyping is well understood and mature.

Watch this great (dated, but relevant) deep dive on product-based prototyping:

https://www.youtube.com/watch?v=M66ZU2PCIcM

Service prototyping introduces a host of additional considerations.

?

Many participants

Non-linear interactions

Different success metrics

Multi-channel interactions

Multiple touch points

Varying lengths of time

Many products

Degrees of integration

Varied service levels

How can we prototype services?

At their core, services and experiences consist of 5 essential building blocks.

TechnologyPeople Process

XYZ

Content Environment

Understanding the components of a service allows us to use prototyping techniques that are best matched to the “service block” we wish to understand, design or refine.

XYZ

A case-based method for service & experience

prototyping

// BACKGROUND // ACME INC. provides technology implementation and strategic consulting to leading global companies. ACME hires only the best and the brightest via a highly effective recruitment and selection process.

// SITUATION // ACME struggles with employee retention and lacks an effective skills building process. Upper management tasked your team with defining a new employee on-boarding process that will:

• Provide a strategic enabler for ACME’s success • Instill ACME’s culture and values • Help new hires build identity as ACME employees • Enable new hires with the tools, technology and network required to

do their job

// SOLUTION // After a few rapid ideation sessions your team envisioned a new on-boarding experience.

ACME ONBOARD ACME INC’s on boarding of awesomeness TM

Start with a Bang / Create Productive ACME’ers

// FUNCTIONAL REQUIREMENTS // After someone accepts an offer from ACME, they receive a pre-hire welcome kit.

The kit includes materials - a mix of items that excite the new hire and the necessary process and procedure items (401-k set up, automatic drafts, health insurance, access and credentialing, etc.).

Once the new hire receives the kit, ACME contacts them to address any initial questions, issues or concerns.

// DESIRED OUTCOME // The new employee feels excited, ready for day 1, and proud to be a member of the ACME team.

A Quick Note on brand values & target users

The professional’s professional

The innovator’s innovator

Why does the brand matter?

A service or experience should embed the brand at every step

Four Seasons As a luxury hospitality brand, Four Seasons embeds elements of lux quality and a personal touch across it’s customer experience and service delivery system.

Ikea As a budget home goods brand, Ikea embeds elements of cost-conscious quality and self service across it’s customer experience and service delivery system.

Let’s Prototype

First, prototype the experience of the service

TechnologyPeople Process

XYZ

Content Environment

SERVICE COMPONENTS

// PROTOTYPING TECHNIQUE //

Context of use// PROTOTYPING TECHNIQUE //

Role playing

// PROTOTYPING TECHNIQUE // Context of use

Used to understand how a user receives (or discovers) and subsequently interacts with an object or collection of objects.

Leverages traditional concepts of product-based rapid prototyping (making things).

Places focus on the quality of the experience surrounding the thing vs. the thing itself.

EXAMPLES Receiving an American Express Black Card Getting and setting up a FitBit Receiving and installing a Nest Thermostat Getting your first Dollar Shave Club shipment Getting Blue Apron deliveries

// PROTOTYPING TECHNIQUE // Role playing

Used to understand person-to-person and face-to-face interactions.

Leverages elements from theatre, cinema and story telling.

Places focus on the authenticity of human interaction and the “style elements” that matter vs. following a forced script.

EXAMPLES Creating the McDonald’s counter experience Designing retail points of sale Refining government security interviews

Then, prototype the fulfillment system

for the service

TechnologyPeople Process

XYZ

Content Environment

SERVICE COMPONENTS

// PROTOTYPING TECHNIQUE //

Lean mapping

// PROTOTYPING TECHNIQUE // Lean mapping

Used to understand the connectivity and dependencies between people, content, technology and environments.

Leverages core concepts from Process Engineering and Six Sigma.

Places focus on an organization’s ability to deliver a seamless customer experience vs. focusing only on efficiency.

EXAMPLES Timing and throughput in theme park lines End-to-end smoking cessation programs Airport experience - checkin, baggage, security Home buying/building/warranty

Key Take Aways

Service prototypes place emphasis on an organization’s ability to produce outcomes.

• Does it work / function? • Can it be manufactured / produced? • Is it aesthetically pleasing? • Is it usable? • Is it competitive?

• Do we have the people, processes, content, technology and environment necessary?

• Are we incentivizing preferred user behaviors? • Are we aligned to our brand values? • Will we get the outcomes desired? • Can we consistently and repeatedly deliver the

service and maintain warranty, utility and satisfaction?

Product Prototype Service Prototype

Prototyping techniques provide for degrees of fidelity and maturity - invest wisely!

Time needed to produce (and course correct)

$

For more insight…

What is service design and why does it matter? In this article, The Service Design Group, a leading customer experience and service design consultancy, presents the history and evolution of service design and demonstrates service design's impact on business results. http://theservicedesigngroup.com/what-is-service-design.html

Wake up! We are a service-based economy. In this article, The Service Design Group, a leading customer experience and service design consultancy, places the role and importance of service design within the context of broader economic trends and shows why firms must utilize service innovation to avoid commoditization. http://theservicedesigngroup.com/wake-up-we-are-a-service-based-economy.html

Models for service-based innovation In this article, The Service Design Group, a leading customer experience and service design consultancy, presents best practices and models for service-based innovation and the importance of aligning service innovation to hard, measurable business results. http://theservicedesigngroup.com/models-for-service-based-innovation.html

Keep thinking with @theservdesgroup

For questions or additional details, please contact:

Patrick McGowan The Service Design Group patrick@theservicedesigngroup.com

Contact

The Service Design Group helps organizations design and deliver service offerings and customer experiences that drive business results. We provide expertise across service and experience design; people, technology, and operations integration; and process and performance management. We have helped public companies and government agencies solve a variety of problems, ranging from software & system designs, to customer engagement models, to user-centered design and innovation training.