1. NYC NYC
SERVICE SERVICE
SERVICE
JAM
NYC
JAM JAM
2012
2012 2012
SERVICES
What are they and how
do you design them?
| FEBRUARY 25, 2012

2. Book a room ACE HOTEL

3. Check in ACE HOTEL

4. Go to your room ACE HOTEL

5. Settle in ACE HOTEL

6. Go downstairs for a coffee ACE HOTEL

7. Hang out in the lobby ACE HOTEL

8. Go online ACE HOTEL

9. System with many parts ACE HOTEL

10. Quick service blueprint

11. Same “product”, different service
Marriott Ace

12. Identify a need LUCKY DRAGON VISA

13. Identify a need LUCKY DRAGON VISA

14. Prototype the service LUCKY DRAGON VISA

15. Know your audience LUCKY DRAGON VISA

16. Different context = novel LUCKY DRAGON VISA

17. What is a service?
Intangible
unfolds over time
Many parts
people, product, place,
process, performance

18. And what makes a good service?
Easy
Useful
Enjoyable

19. What is Service Design?

20. Choreographing the
dynamic interactions
between companies
and people
Craig LaRosa, Continuum

21. Consciously designing
services using a holistic,
human centered design
process

22. Design for experiences
that reach people through
many different touchpoints
and that happen over time
servicedesign.org

23. Designing tools or services
with people and for people
to self-organize and have
meaningful conversations

24. Useful + Effective
Usable Efficient
Desirable Distinctive
Birgit Mager Service design national confernece June 24-25, 2011

25. Service Designers visualize,
formulate and choreograph
solutions that are not yet
available
Birgit Mager

26. Service Design is the activity of planning
and organizing people, infrastructure,
communicaton and material components
of a service in order to improve its quality,
the interaction between service provider
and customers and the customers’ needs
Wikipedia

27. How do you design
a service?

28. Improving Inventing
existing new

29. MIND SET
SKILL SET
TOOL SET

30. People first

31. Systems

32. Systems

33. MIND SET
SKILL SET
TOOL SET

34. Co-creating with users and stakeholders
http://thisisservicedesignthinking.com/

35. Co-creating with users and stakeholders

36. Sketching and prototyping

37. Guiding Principles
People choose rail travel because it is Rail booking is only one part of people’s larger People build their travel plans over time. Peopl
Visualizing
convenient, easy, and flexible. travel process. and p
Customer Journey
STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel
Enter trips Review fares Confirm Delivery Payment Review &
RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected
Select pass(es) itinerary options options confirm
Destination Look up
pages Change Check ticket
time tables E-ticket Print
plans status
at Station
raileurope.com Live chat for
questions
Plan with Map itinerary
interactive map (finding pass)
May call if Buy add
DOING ticke
difficulties
occur
Kayak, View
Blogs & web/
compare maps apps
Travel sites Print e-tickets
airfare at home Paper tickets
Web arrive in mail Look up
timetables Arrange
Talk with
Google Research
friends travel
searches hotels
• What is the easiest way to get around Europe? • I want to get the best price, but I’m willing to pay a • Do I have all the tickets, passes and reservations • Do I have everything I need? • I just figured we could grab a t
• Where do I want to go? little more for first class. I need in this booking so I don’t pay more • Rail Europe website was easy and friendly, but not more trains. What can we
THINKING • How much time should I/we spend in each • How much will my whole trip cost me? What are my shipping? when an issue came up, I couldn’t get help. • Am I on the right train? If not, w
place for site seeing and activities? trade-offs? • Rail Europe is not answering the phone. How • I want to make more travel pla
• Are there other activities I can add to my plan? • What will I do if my tickets don’t arrive in time?
else can I get my question answered? do that?
• I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an
• Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night.
• What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive
FEELING • Frustrated that Rail Europe won’t ship tickets connection.
• I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. • Meeting people who want to show
• Am I sure this is the trip I want to take?
• Happy to receive my tickets in the mail! serendipitous, and special.
Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability
EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe
Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe
Opportunities
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOO
Communicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve
proposition. need. own solutions. and booking. for making decisions. experienc
STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Pos
Make your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactive
more savvy travelers. explicit purposes. booking on the web. reasonable timeline. with chan

38. Storytelling

39. Business planning
$$$

40. MIND SET
SKILL SET
TOOL SET

41. Maps and diagrams

42. Service blueprints
CUSTOMER ACTIONS
line of interaction
“ONSTAGE” CONTACT EMPLOYEE ACTIONS
line of visibility
“BACKSTAGE” CONTACT EMPLOYEE ACTIONS
line of internal interaction
SUPPORT PROCESSES

43. Service blueprints

44. Customer journeys

45. Photography and video

46. More methods and tools
is.gd/servicejam
inspiration board
ask around!

47. Remember...
Create your account on Planet Jam
by 3:00pm Saturday
Upload work in progress! Don’t wait
until the deadline
Don’t borrow copyrighted materials

48. By 3:00pm Sunday...
Summary of your project
Artifact that tells the story of
your service
Diagram of the service ecosystem

49. Now...
a game!