This is a presentation that serves as an introduction to service design as well as very briefly outlining some techniques and approaches such as blueprinting and prototyping.

1. DOTT Cornwall - Design In Our Time - 26th March 2010
Service Design Workshop
Andy Polaine
Lecturer/Research Fellow - Service Design
T direkt: +41 41 249 92 25
andrew.polaine [at] hslu.ch
Twitter: apolaine
Monday, 5 April 2010

2. From Products to Services
Source: Google hosted Life magazine archive
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3. The Industrial Revolution & Mass Production
Ford assembly line at rest during a strike, September 1945
Source: Google hosted Life magazine archive
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4. Assembly lines - efficient product production
Assembly Line At Texas Instruments,1959.
Source: Google hosted Life magazine archive
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5. Still going on, but shifted to other countries.
Cankun Factory, Xiamen City, 2005
Source & © Edward Burtynsky
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6. Service design deals with the form, touchpoints, systems and
experiences of services – both tangible and intangible –from
the perspective of a service’s end clients and users.
Service Thinking places people, networks and sustainability at
the core of how we design and innovate services. The
application of Service Thinking can help transform our
organisations and economies.
What is Service Design?
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7. Little product differentiation
Sale of services as added value to products
Networks - the Web connects and informs
Rise of self-service
Sustainability
Why now?
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8. 70-75% of most developed nations’ GDPs come
from the service sector.
80% of companies believe they offer a great
service and only 8% of their customers agree.
There is a lot of work to be done.
The West has a predominantly service economy
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9. Services are usually created and completed by people
Image source: Andy Polaine
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10. Services happen over time
Source: thetruthabout on Flickr
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11. With multiple touchpoints
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12. With multiple touchpoints
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13. Many service touchpoints “just happen”
Image source: Andy Polaine
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14. Many are not designed
Image source: Andy Polaine
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15. Some are workarounds
Image source: http://www.flickr.com/photos/atoach/
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16. Some are thought through
Image source: Andy Polaine
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17. Touchpoint details create the experience
Image Source: Andy Polaine
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18. And the personality
Image Source: Andy Polaine
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19. Many are culturally specific
Image Source: Andy Polaine
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20. Many are geographically (and culturally) specific
Image Source: http://www. ickr.com/photos/tonyarmstrong
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21. Some involve sustainable thinking
Image Source: Andy Polaine
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22. Some encourage sustainable behaviour
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23. Some make use of data streams and networks
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24. Some make use of the wisdom of the crowds
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25. Service
Design
connects
the
touchpoints
together
But how to map that complex ecology?
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26. PHYSICAL Front Waiting Front Waiting Front Hallway Exam MRI & Exam
EVIDENCE Desk Room Desk Room Desk Room Chart Room
PATIENT Sign In Wait Check-in Wait Responds
Follow to Wait in Answer
Wait
ACTIONS Exam Rm Exam Rm Questions
ine of Interaction
ONSTAGE Call Escort to
Check
CONTACT Welcome Process Patient Exam Rm
Vitals &
Ask Quest
PERSON
ine of Visibility
BACKSTAGE Get See Other Grab Check Place in
See Other See Other
CONTACT Patient
Patients Patients Door Tag Patients
Patient Kassam
PERSON Chart Location Bin
Brings Chart in Grab Kassa
Door Tag To Be Chart Gets Qu
Back Seen Bin from Bin Revie
Chart Write Rm
Taken by # on
Staff Schedule
ne of Internal Interaction
Customer Journeys & Blueprints
SUPPORT Debbie’s Records/ Door Tag Bin Source: Kipum Lee http://kipworks.com
Schedule
Database System
PROCESSES Chart Cart
System
System System
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27. People’s lives and contexts matter
Image Source: Andy Polaine
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28. How they live and communicate
Image Source: Andy Polaine
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29. How they work
Image Source: Andy Polaine
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30. And where services go wrong
Image Source: Andy Polaine
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31. Non-intentional design
Image Source: Andy Polaine
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32. Build
Standardise
Communicate
Plan
Share
The role of traditional blueprints
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33. Build a house – standards of technical drawing
Image:http://alttext.com/
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34. Communication the details of a Mercedes
Image:http://www.majhost.com/gallery/
legomech/CarBlueprints/MBZ-Blueprints/
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35. Share the plans for a Batmobile
Image:http://www.chickslovethecar.com
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36. Communicate how to paint a 727
Image: telstar on Flickr
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37. Moving from simple actions and processes
Source: Shostack, G. L. (1984). Designing services that deliver.
Harvard business review, 62(1), 133-139.
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38. Service Blueprint of Presby Neuro Clinic
PHYSICAL Front Waiting Front Waiting Front Hallway Exam MRI & Exam MRI & Door Tag Waiting Check-out
EVIDENCE Desk Room Desk Room Desk Room Chart Room Chart Room Room
Check-out,
PATIENT Sign In Wait Check-in Wait Responds Follow to Wait in Answer
Wait
Ask Return
Wait Pay, &
ACTIONS Exam Rm Exam Rm Questions Questions Door Tag Leave
Line of Interaction
ONSTAGE Call Escort to
Check Meet Dr. Process &
CONTACT Welcome Process Patient Exam Rm
Vitals & Kassam Check-out
Ask Quest
PERSON
Line of Visibility
BACKSTAGE Get See Other Grab Check Place in Take See Other
See Other See Other
CONTACT Patient
Patients Patients Door Tag Patients
Patient Kassam Away Patients
PERSON Chart Location Bin Chart
Brings Chart in Grab Kassam
Door Tag To Be Chart Gets Quick
Back Seen Bin from Bin Review
Chart Write Rm Check
Taken by # on Patient Dictation
Staff Schedule Location
Line of Internal Interaction
SUPPORT Records/ Bin Chart Records/
Debbie’s Door Tag Schedule Storage Database
Database System
PROCESSES Chart Cart
System
System System System System
Understanding the Big Picture
Blueprints in Service Design
We mapped the entire clinic experience for patients What we found
and all of the supporting roles staff and Dr. Kassam play The backstage processes are quite chaotic.
throughout.
The system depends solely on Dr. Kassam. Source: Kipum Lee http://kipworks.com
Mapping the service blueprint allowed us to see the No one actively engages with patients while they wait.
breakdowns in the clinic experience.
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39. Motivations, Emotions & Shared Experiences
Image Source: Andy Polaine
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40. is he even listening to
me? he seems to be what is a ticket number?
he’s assuming i know all the typing a lot. and not
BM language even though I’ve paying attention.
repeatedly told him I was new
he’s talking really fast
he solved the
problem!
roceed to follow steps outlined in documentation. Confirm that the Ask customer to write down the ticket number.
customer’s problem Email this ticket number to the customer.
is solved.
Thank customer for calling IBM HELP.
Ask if the customer
has any other
problems.
WALK CUSTOMER THROUGH PROBLEM SOLUTION CONCLUDE GIVE TICKET NUMBER
Bringing emotions into blueprints
Source: Spraragen, S. L. and C. Chan (2008). Service Blueprinting: When Customer
P P P P Satisfaction Numbers are not enough. International DMI Education Conference.
P P
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41. Expectations versus...
Image Source: Andy Polaine
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42. ...reality
Image Source: Andy Polaine
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43. Time perception is about situations and emotions
Source: thetruthabout on Flickr
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44. If you go here
Source: thomas-merton on Flickr
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45. You expect this
Source: kevinomara on Flickr
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46. You expect to eat fast – waiting is a service failure
Source: amanky on Flickr
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47. If you expect this
Source: http://www.gigipadovani.it
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48. Then too fast is a service failure
Source: stlbites on Flickr
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Monday, 5 April 2010

50. Slow mail
Image Source: Andy Polaine
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51. Time information allows for options & decisions
Image Source: Andy Polaine
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52. Time information helps change perception
Source: jmpznz on Flickr
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53. As does the situation
Source: lfcastro on Flickr
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54. Rushing for a train – do I really want an hourglass?
Image Source: Andy Polaine
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55. Or too many instructions?
Source: suburbanslice on Flickr
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56. Media-
Media-
Media-
Media-
Cook
Manager
Fail Line
Waitress
Emotions
Customer
Touchpoint
Touchpoint
Touchpoint
Touchpoint
Time Indicator
Monday, 5 April 2010
+
+
–
–
Role 4 Role 3 Role 2 Role 1
00:00
Table Reservation Online
Confirmation by SMS
15:00
00:00
Waitress greets guest and Enter restaurant, short wait
leads them to table at reception
02:30
Order Aperetiv
Given menu
03:30
07:00
Waitress takes the food Aperetiv comes with extras
order Guest is surprised/deligted
08:00
Food order sent through to
kitchen
09:00
Meal Prepared
15:00
Communication
failure in kitchen
35:00
Food is served
35:30
Wrong side dish.
Guest complains
37:00
Message and dish sent back
Chef agitated and other to kitchen
38:30
meals pushed late in order
to re-do side-dish.
41:00
Correct side-dish prepared
50:00
Correct dish served
50:30
01:15:00
Kellner streicht einen Teil Guest is satisfied again
der Rechnung
01:17:00
Blueprint + project – a work in progress

57. 00:00
Table Reservation Online
Monday, 5 April 2010
Confirmation by SMS
15:00
00:00
Waitress greets guest and Enter restaurant, short wait
leads them to table at reception
02:30
Order Aperetiv
Given menu
03:30
07:00
Waitress takes the food Aperetiv comes with extras
order Guest is surprised/deligted
08:00
Food order sent through to
kitchen
09:00
15:00
35:00
Food is served
35:30
Wrong side dish.
Tracking the journey, touchpoints and interactions
Guest complains

58. Media-
Media-
Cook
Costs
Manager
Fail Line
Emotions
Variable 1
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Touchpoint
Touchpoint
+
+
+
+
–
–
–
–
Role 4 Role 3
Meal Prepared
Communication
failure in kitchen
Chef agitated and other
meals pushed late in ord
to re-do side-dish.
Correct side-dish prepar
Emotions versus Expectations

59. Blu
PROJECT DATE/TIME LOCATION RESEARCHER PAGES
TIMELINE
ROLE
TOUCHPOINTS
Media Touchpoints: Notes/Sketches
Phone
SMS SMS
E-Mail
Mail
Memo
Face to Face
Server/Database
Customer journeys & Blueprints
Problem
Monday, 5 April 2010

60. KORALLE 23.02.2010/2 PM SHOP R0MAN AEBERSOLD 1/1
PROJECT DATE/TIME LOCATION RESEARCHER PAGES
Emotions: TIMELINE 0’00 5 ’ 00 15 ’00
Neutral
Good/Enjoyable
Bad/Problem CUSTOMER
ROLE
Media Touchpoints:
Phone
SMS SMS
TOUCHPOINT
E-Mail
Mail
Memo
WAITER
Face to Face ROLE
Server/Database
Problem
TOUCHPOINT
NOTES
CHIEF
ROLE
TOUCHPOINT
CUSTOMERS LOGO
Blueprints maps out the journeys & ecosystem
ANALYZE 1
ANALYZE 2
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61. Services are experiences
http://www.flickr.com/photos/schaazzz/
Monday, 5 April 2010

62. “Try to design the experience before
you spend time on designing the
processes and technology needed to
eventually run the service.”
- Live|Work
Prototyping means prototyping experiences
http://www.flickr.com/photos/schaazzz/
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63. Prototyping is the suspension of disbelief
http://www.flickr.com/photos/shainemata/
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64. Rough sketches
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65. Low tech solutions
Image Source: Andy Polaine
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66. Experience prototyping with tangibles
http://www.flickr.com/photos/tobiastoft/
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67. Keep prototypes rough enough for good feedback
http://www.flickr.com/photos/yandle/
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68. Thank You
Andy Polaine
Lecturer/Research Fellow - Service Design
T direkt +41 41 249 92 25
andrew.polaine [at] hslu.ch
Twitter: apolaine
Monday, 5 April 2010