This document discusses service design techniques to improve the student experience at AUA. It describes two projects - DERBI which focuses on student transition, and SETL which focuses on retention, progression and achievement of current students. It provides data from a student survey showing improved satisfaction with the enrolment experience compared to the previous year. It includes positive student quotes about the enrolment process. It also discusses potential issues that can occur with service design and introduces the double diamond design process model.

1. Service Design
CHANGE MANAGEMENT
- techniques to improve the student
experience
Jean Mutton, Student Experience Project Manager
Beverley Matthews, Programme Advisory Team
Manager
AUA - April 2012
www.derby.ac.uk

2. DERBI and SETL Projects
• Service design & enhancement techniques
CHANGE MANAGEMENT
• Student transition (DERBI)
• Current students – retention, progression
and achievement (SETL)
www.derby.ac.uk

3. Responses to “How do you rate your overall
enrolment experience compared to last year?”
CHANGE MANAGEMENT
100%
10%
90%
80% 22% 42%
70%
60%
Worse than last year
50% No difference
22%
Better than last year
40%
68%
30%
20%
36%
10%
0%
2010 2009
www.derby.ac.uk

4. Quotes from Students
• “It just seemed much easier and quicker
CHANGE MANAGEMENT
this year. I spent a long time queuing to
complete enrolment last year.”
• “Enrolment was spot on in terms of speed
and reliability”
• “Smoothness and quickness was
remarkably better than last year, last year I
spent an hour in enrolment and this year
was only about 5mins”
www.derby.ac.uk

5. Design can go wrong…
CHANGE MANAGEMENT
www.derby.ac.uk

6. Services
• are intangible
CHANGE MANAGEMENT
• have benefits
• are perishable (time and place dependent)
– cannot be stored or transported
• are inseparable from the service provider
• are often inconsistent or variable in quality
– especially personal services eg hairdressing
• cannot be owned
www.derby.ac.uk

7. The double diamond design process model
CHANGE MANAGEMENT
www.derby.ac.uk

8. Blueprint for student transition
------------------------ Pg 1 of 2
--------------------------------
--------------------------------
No
Front Stage F F
Student views
Confirm Invite Completion
Receive Invitation to enrolment pages Problem with Halls/ Arrival: On
Stage Open day Application Open Day Acceptance place via to join of online
Offer online enrol and enrols OLE Accommodation campus
UCAS Uni enrolment
online
Up to 5 days
Last weekend in
End of August
1 day
1 day
24 hours
Target
September
semester
1st day of
September
Time
August/
Yes Yes
Admissions,
Admissions,
Participants faculty and UCAS, UCAS,
Faculties,
marketing Admissions, admissions,
Marketing, Faculties, Problem Bus driver, gate
staff, student International Careers UCAS SRF SRF
Student and UCAS, Faculties/ admissions, resolved? DSRL, keeper, security
and families, office, centre, admissions,
families, admissions Admissions SRF, OLDL Finance
CHANGE MANAGEMENT
SAS, ALF faculties, faculties, (DSRL)
SAS, ALF team (students
and Bursary, Careers International
and Bursary, can pay
DSRL, centre office
DSRL ------------------------
Finance here for
No enrolment)
F
F
Website, Website, Online, Website –
Online, Online, Letters/ Website Car parking, Uni bus,
prospectus, paper form, in paper Website, SSE and Student
paper paper Joining directions, signposting,
Tangiable/ email, person/ form prospectus, info for drops out
form form instructions Website and email gatehouse greet, exterior
Intangiable phone call, phone/letter/ email, guidance of OLE –
letters email contact phone call, of building and campus
evidence Email/ Has to
letters groups
phone/ SSE on
counter campus
support
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Line of visibility - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
F
Admissions
QED, Results SRF and
Invitations, Matriculate
Programme received from faculties Enrolment
dates and Invitations, Admissions and Class Safe and secure
structure, Admissions, UCAS, Produce update schedule and
times dates and email Scheduling Auditing environment,
codes, programme admissions faculty and website in staff training,
agreed, times agreed, acceptance of Email/ maintenance of exterior/
Back marketing, open team schedule results programme regards to rooming, faculty
marketing marketing place, student phone grounds, bus service,
days, interviews, compared to specific enrolment/ communication,
Stage event event accepts place support other information
information send letters, offers, letters inductions/ IT support
Admissions, Module
provided, contact admissions specific
SRF, SSSD information
programme student, email confirm information,
available
team, creating review place to FPL have
online
curriculum, application student, their own
UCAS,
validation, against entry process/
Admissions,
faculty, requirements, web pages,
PeopleSoft,
admissions, put in offer/ programme
Clearing,
input into reject into build
mass
UCAS, online UCAS system, Acronym Key:
matriculation
applications, email student SAS: Support and Advisory Service
and term
UCAS, offer ALF: Access to Learning Fund
activation,
requirements of DSRL: Derby Student Residential Ltd
timetabling,
entry fees build
SYSTEMS QED: Quality Enhancement Department
SRF: Student Records & Fees
SSSD: Student Systems Support & Development
F = fail point
PeopleSoft Students W = point of excessive wait
OLE: Online enrolment
SSE: Self-Service enrolment
SET: Student Experience Team
COA: Confirmation of Arrival
FPL: Flexible & Partnership Learning
Admissions
www.derby.ac.uk APL: Accredited Prior Learning

9. Your turn…Service Blueprinting
Pick your persona – be that person!
CHANGE MANAGEMENT
You are out shopping and have decided to get a cup of tea in a café.
Working in your groups, map out your blueprint by writing activities on
sticky notes.
Stick them to the flip chart paper but be prepared to move them
around until activities have been properly sequenced.
Add other map components: front-stage/back-stage, actors, evidence,
resources, etc.
Run through process - checking for accuracy. Identify fail points.
20 minutes…..then feed back to the group
www.derby.ac.uk

10. Your turn…Storyboarding
Pick your persona – be that person!
CHANGE MANAGEMENT
You are out shopping and have decided to get a cup
of tea in a café.
Working in small groups, draw your story.
Use as few words as possible – this is all about
capturing the experience.
20 minutes…..then feed back to the group
www.derby.ac.uk

11. CHANGE MANAGEMENT
www.derby.ac.uk

12. CHANGE MANAGEMENT
www.derby.ac.uk/experience/JISC
-enrolment-project
http://twitter.com/myderbi
www.derby.ac.uk