This document discusses mobile service design and experience design. It provides definitions of service design from various sources, emphasizing that service design aims to ensure interfaces are useful and desirable from the customer perspective. The document discusses elements of a good mobile experience, challenges, and the importance of considering the entire ecosystem and experience over multiple touchpoints. It provides examples of using service design tools like customer journey mapping and experience mapping to improve a mobile service. The key messages are that mobile experience design considers the end-to-end customer experience across channels and over time.

1. MOBILE SERVICE DESIGN
MOBILE MONDAY, SYDNEY
@rodfarmer
ROD FARMER, SENIOR MANAGER, ONLINE EXPERIENCE STRATEGY

2. VHA’s goals and key challenges.

5. SHARE A STORY

6. A CASE STUDY
IMPROVE 3G CONTENT >> IMPROVE RETAIL

7. JUST THE START OF OUR JOURNEY
SERVICE DESIGN

8. SERVICE DESIGN

9. SERVICE DESIGN
DESIGN FOR EXPERIENCES THAT REACH MANY PEOPLE THROUGH
MANY DIFFERENT TOUCHPOINTS, AND THAT HAPPEN OVER TIME
• PRODUCED/CONSUMED AT INTERACTION
• TOUCHPOINTS AND CUSTOMER JOURNEYS
• SYSTEMS THINKING (BEYOND SILOS)
• PEOPLE (STAFF/CUSTOMER) DRIVEN
• CO-CREATION

10. SERVICE DESIGN DEFINED
Copenhagen Institute of Design Wikipedia Frontier UK Design Council
Service Design is the activity of planning Service Design is the activity of Service design can be both tangible
Service design is a holistic way for
and organizing people, infrastructure, planning and organizing people, and intangible. It can involve
business to gain a comprehensive,
communication and material components infrastructure, communication and artefacts and other things including
empathic understanding of
of a service, in order to improve its material components of a service, communication, environment and
customer needs.
quality, the interaction between service in order to improve its quality, the behaviours. Whichever form it takes
provider and customers and the interaction between service it must be consistent, easy to use
customer's experience provider and customers and the and be strategically applied
customer’s experience.
Engine
Service Design Net work
Live|Work
Service design is a design specialism
It aims to ensure that service
that helps develop and deliver great Service Design is the application
interfaces are useful, usable and
services. Service design projects of established design process and
desirable from the client’s point of
improve factors like ease of use, skills to the development of
view and effective, ef cient, and
satisfaction, loyalty and ef ciency right services. It is a creative and
distinctive from the supplier’s point of
across areas such as environments, practical way to improve existing
view.
communications and products – and services and innovate new ones.
not forgetting the people who deliver
the service.

11. THAT’S EXPERIENCE DESIGN, RIGHT?
Experience design is driven from the outside-in, concentrating on moments of engagement
between people, services, products and brands - and the memories these moments create.

12. “A service is comprised of the various
touchpoints between a customer and a
business. A service model best ts offerings
that are intangible, distributed in space, or
play out over a length of time, especially on a
routine basis.”

13. INTEGRATED END-TO-END ENVIRONMENT

15. Elements of mobile service experience
Consumers juggle a multitude of information sources
mobile phone retailer
websites
mobile manufacturer
g
general retail websites
websites
review/
online comparison
magazines/ websites
articles
mobile service
chat groups, provider websites
blogs, forums
search
social engines
networks
print mobile service
advertising provider
stores
magazines/
word of
newspaper
mouth
articles
call brochures/
centres catalogues
general retail stores mobile phone
retailers 8
Research Sources Google Confidential and Proprietary

16. INTEGRATED
LIFESTREAMS

17. WHERE IS VALUE?

18. VALUE IS IN THE EXPERIENCE
SERVICE/
COMMODITY PRODUCT/GOODS
ECOSYSTEM
EXPERIENCE

19. Networks
Handset
Operating Systems
Manufacturers
ecosystem
Applications &
Carriers
Services
Service Providers
CHALLENGES FOR GOOD MOBILE EXPERIENCES

20. CASE STUDY
LESSONS LEARNT THE HARD WAY

21. INCREASE PORTAL USAGE + CONSUMPTION

22. INCREASE HANDSET DATA USAGE

23. XX,XXX,XXX
GORGEOUS MOBILE PAGE IMPRESSIONS
YY%PER 3G ARPU
#NPENETRATION
- WEEK

24. USER NEEDS ANALYSIS. OPPORTUNITY ANALYSIS. INTERCEPT INTERVIEWS.
BRAND TAGGING. PROTOTYPING. USABILITY TESTING. ANALYTICS

25. WRONG END OF THE EXPERIENCE
WRONG FOCUS: CONTENT OVER
STICK

26. HAPPY? VALUE?

27. ANOTHER STAB AT IT ...

28. LISTEN. FOCUS GROUPS

29. WHAT ABOUT PURCHASE AND WOW ?

30. A FRAGMENTED EXPERIENCE

31. CUSTOMER SATISFACTION
Improved services represent biggest opportunity
DATA COSTS
CUSTOMER SERVICE 95% SCREEN SIZE
55%
VALUE (BUNDLED) FUNCTIONALITY
AWARENESS NAVIGABILITY
INAPPROPRIATE PLAN/DEVICE PRICING TRANSPARENCY
SERVICE CONTENT
Source: Australian Mobile Phone Lifestyle Index - 3 MOBILE

32. CUSTOMER SATISFACTION
Improved services represent biggest opportunity
WOW WOW
INTEGRATED TOUCH-POINTS
INCREASED EDUCATION SATISFY
SIMPLIFIED DATA ACCESS FIX THE BASICS
95%
EASE OF USE / USABILITY
BILLING TRANSPARENCY
AND REPORTING MOBILE INTERNET DISCOVERABILITY
INCREASED
PERSONALISATION 55% INFO, ENTERTAINMENT, LOCATION, M-
COMMERCE
HANDSET SELECTION
SERVICE CONTENT
Source: Australian Mobile Phone Lifestyle Index

33. (RE)LEARNT
MOBILE EXPERIENCE IS MULTI-CHANNEL

34. TWO EXAMPLES
INTEGRATED IN-STORE COMMUNICATION

35. MOBILE SERVICE DESIGN LED US TO REDESIGN IN-STORE COLLATERAL,
RATHER THAN MOBILE UI. RESULTS SHOWED THAT IMPROVING
COMMUNICATION ACROSS CHANNELS CAN DRASTICALLY IMPROVE MOBILE
INTERNET USAGE 12+ AFTER SIGNUP

36. Mobile Internet Mobile Internet
TS
E P
C
Browse the Mobile Internet for a few Connect to the Mobile Internet when you need it
Send 500 emails, or Send 2,000 emails, or minutes everyday Stay in touch with Facebook, MySpace and Twitter
N
Watch 10 minutes of YouTube, Watch 1 hour of YouTube, or Stay in touch with facebook Google things and check out some cool apps
Talk to your friends on Skype Talk to your friends on Skype
or Surf the web for 5 hours Surf the web for 20 hours
O
Keep up to date with the latest scores and more
C
AL
3GB $40 PER MONTH
3GB $40 PER MONTH
Get serious about the Mobile Internet More Mobile Internet than ever
R
Watch clips online and download music Movies, music, streaming whenever
Send 4,000 emails, or Send 10,000 emails, or Stay on top of your social networking Use your mobile as a modem
TE
Watch 2 hours of YouTube, or Watch 6 hours of YouTube, or Talk to your friends on Skype Connect to almost anything, anytime
Surf the web for 40 hours Surf the web for over 100 hours
LA
Included Free with all Plans
Included Free with all Plans
L
Facebook 4,000 minutes
O
Facebook 4,000 minutes
Also included (Choose one of these options)
C
News & Weather Sport Fun
Also included (Choose one of these options) Sky News Herald Sun Fox Sport Real Footy Rugby Ricki Lake your restaurants
News & Weather Sport Fun SMH perthnow or ABC Heaven or TV Fix your bars
Sky News Herald Sun Fox Sport Real Footy Rugby Ricki Lake your restaurants ABC i-CABLE Sportal Barclays Movie Fix Astrolife
SMH perthnow or ABC Heaven or TV Fix your bars
ABC i-CABLE Sportal Barclays Movie Fix Astrolife
Want more? Add an extra option for only $3 per month more OR get all 3 options for only $5 per month more.
Want more? Add an extra option for only $3 per month more OR get all 3 options for only $5 per month more.
* The Skype free inclusion is vaild for 4000 minutes. Included Skype minutes only apple to Skype to Skype calls using Skype software supported by 3.
Things you need to know All inclusions are accurate at the time of printing, any other additional 3G services are exluded. X-Series Packs do not support
Skype In, Skype Out, Skype SMS or Skype video calls. Not available when national or international roaming. Mobile internet excludes roaming charges of
* The Skype free inclusion is vaild for 4000 minutes. Included Skype minutes only apple to Skype to Skype calls using Skype software supported by 3. $1.65/MB (including roaming within 3’s Broadband Zone). Planet 3 only available in 3’s Broadband Zone. 3 Lite available in 3’s Talk and Messaging Zone.
Things you need to know All inclusions are accurate at the time of printing, any other additional 3G services are exluded. X-Series Packs do not support Planet 3 availability also depends on your mobile. Planet 3 and 3 Lite content may be changed from time to time. Prices are subject to change. You will be
Skype In, Skype Out, Skype SMS or Skype video calls. Not available when national or international roaming. Mobile internet excludes roaming charges of notified of any future change to Planet 3 or 3 Lite pricing.
$1.65/MB (including roaming within 3’s Broadband Zone). Planet 3 only available in 3’s Broadband Zone. 3 Lite available in 3’s Talk and Messaging Zone.
Planet 3 availability also depends on your mobile. Planet 3 and 3 Lite content may be changed from time to time. Prices are subject to change. You will be
notified of any future change to Planet 3 or 3 Lite pricing.
Brochure_Final_3_4.ai
Brochure_Final_1_3.ai

37. TS
EP
N C
C O
R AL
TE
L LA
C O

38. Mobile Internet Mobile Internet
TS Mobile Internet
E The HTC Magic P
Freedom
from boredom.
Awesome
N
entertainment. C loves the internet.
C O
$29 Monthly
Cap
A L$69 Monthly
Cap $69 Monthly
Cap
R
Over 24 months* Over 24 months* Over 24 months*
TE
You’ll get: $150 of calls, SMS & more every You’ll get: $650 of calls, SMS & more every You’ll get: $650 of calls, SMS & more every
month, plus $160 of Free Talk to anyone on 3. month, plus $350 of Free Talk to anyone on 3. month, plus $350 of Free Talk to anyone on 3.
So that’s: $350 of total value So that’s: $1,000 of total value So that’s: $1,000 of total value
Get the internet
LA
Get the internet
on your mobile Get the internet
on your mobile on your mobile
Keep up to date with your friends
Connect to the Mobile Internet
when you need it
OL 3GB $40 PER MONTH
More Mobile Internet than ever Send 10,000 emails, or
C
Stay in touch with Facebook, Movies, music, streaming whenever
MySpace and Twitter Use your mobile as a modem Watch 6 hours of YouTube, or
Google things and check out Ultra fast mobile internet Connect to almost anything, Ultra fast mobile internet Surf the web for over 100 hours
some cool apps
Talk to your friends on Skype
anytime
Things you need to know All inclusions are accurate at the time of printing, any other additional 3G services are exluded. X-Series Packs do not support Skype In, Skype Out, Skype SMS or Skype video calls. Not Things you need to know All inclusions are accurate at the time of printing, any other additional 3G services are exluded. X-Series Packs do not support Skype In, Skype Out, Skype SMS or Skype video calls. Not Things you need to know All inclusions are accurate at the time of printing, any other additional 3G services are exluded. X-Series Packs do not support Skype In, Skype Out, Skype SMS or Skype video calls. Not
available when national or international roaming. Mobile internet excludes roaming charges of $1.65/MB (including roaming within 3’s Broadband Zone). Planet 3 only available in 3’s Broadband Zone. 3 Lite available when national or international roaming. Mobile internet excludes roaming charges of $1.65/MB (including roaming within 3’s Broadband Zone). Planet 3 only available in 3’s Broadband Zone. 3 Lite available when national or international roaming. Mobile internet excludes roaming charges of $1.65/MB (including roaming within 3’s Broadband Zone). Planet 3 only available in 3’s Broadband Zone. 3 Lite
available in 3’s Talk and Messaging Zone. Planet 3 availability also depends on your mobile. Planet 3 and 3 Lite content may be changed from time to time. Prices are subject to change. You will be notified of available in 3’s Talk and Messaging Zone. Planet 3 availability also depends on your mobile. Planet 3 and 3 Lite content may be changed from time to time. Prices are subject to change. You will be notified of available in 3’s Talk and Messaging Zone. Planet 3 availability also depends on your mobile. Planet 3 and 3 Lite content may be changed from time to time. Prices are subject to change. You will be notified of
any future change to Planet 3 or 3 Lite pricing. any future change to Planet 3 or 3 Lite pricing. any future change to Planet 3 or 3 Lite pricing.
Poster_MobInt_StandardArrow3.ai Poster_MobInt_UltimateArrow2.ai Poster_MobInt_SuperRound.ai

39. SERVICE DESIGN TOOLS

40. SERVICE BLUEPRINTING
- fantastic tool, requires real insight

41. ACTOR MAPPING
- not for the faint hearted

42. CUSTOMER JOURNEY MAPPING EXPERIENCE MAPPING
An ideal starting point. Customer journeys are best built using customer
narratives and observations. Results correlate at both micro and macro
levels with Net Promoter Score for organisational measurement.

43. MENTAL MODELS
&
TASK ANALYSIS
Mental models are great for breaking down customer journeys into
signi cant moments, intentions and expectations.

44. CULTURAL PROBES
&
DIGITAL ETHNOGRAPHIES
Cultural probes are a great way of tracking customer journeys and touch-
point interactions over long periods of time. Other forms of digital
ethnographies are also effective in this manner.

45. Major Australian bank. Floors mapped out with customer journeys identifying internal and external
touchpoint interactions. Design improvements and priorities are mapped directly on the boards

46. CUSTOMER EXPERIENCE JOURNEY MAPPING + NPS

47. HIGH-LEVEL SERVICE DESIGN FRAMEWORK
ACTIVITY-CENTRIC
Motivations
Context ACTIVITIES
Goals
Community
CUSTOMER LIFECYCLE ALIGNMENT
CUSTOMER JOURNEYS
EXPERIENCE MAPPING
DETRACTORS/DELIGHTERS
PRODUCT/SERVICE DESIGN

48. HIGH-LEVEL SERVICE DESIGN FRAMEWORK
ACTIVITIES
CUSTOMER EPIC
Tenure
Growth CUSTOMER LIFECYCLE ALIGNMENT
Awareness
Internal view
CUSTOMER JOURNEYS
EXPERIENCE MAPPING
DETRACTORS/DELIGHTERS
PRODUCT/SERVICE DESIGN

49. HIGH-LEVEL SERVICE DESIGN FRAMEWORK
ACTIVITIES
CUSTOMER LIFECYCLE ALIGNMENT
SCENARIOS/STORIES
Multi-channel journey
Touch-point mapping CUSTOMER JOURNEYS
Value stream process mapping
Service blueprinting
Storboarding
EXPERIENCE MAPPING
DETRACTORS/DELIGHTERS
PRODUCT/SERVICE DESIGN

50. HIGH-LEVEL SERVICE DESIGN FRAMEWORK
ACTIVITIES
CUSTOMER LIFECYCLE ALIGNMENT
CUSTOMER JOURNEYS
INTERACTION
Customer narratives
Observation EXPERIENCE MAPPING
Map delighters/detractors (+/-)
Experience pro les (a la Personas)
DETRACTORS/DELIGHTERS
PRODUCT/SERVICE DESIGN

51. HIGH-LEVEL SERVICE DESIGN FRAMEWORK
ACTIVITIES
CUSTOMER LIFECYCLE ALIGNMENT
CUSTOMER JOURNEYS
EXPERIENCE MAPPING
POSITIVE/WOW
Process, Tools, Product, UI
Multi-team DETRACTORS/DELIGHTERS
Design insights
NPS input/output
PRODUCT/SERVICE DESIGN

52. HIGH-LEVEL SERVICE DESIGN FRAMEWORK
ACTIVITIES
CUSTOMER LIFECYCLE ALIGNMENT
CUSTOMER JOURNEYS
EXPERIENCE MAPPING
DETRACTORS/DELIGHTERS
‘d’ESIGN
Communicate
Focus & Prioritise PRODUCT/SERVICE DESIGN
Integration
Productivity, Value, Cost

53. TAKE HOME

54. TAKE HOME POINTS
‣ A better understanding of the customer journey is essential for service integration
‣ Better understanding of customer journeys across channels allows companies to align value
propositions with customer needs at speci c touch-points
‣ Service design helps to align customer interaction costs with user and business value
‣ Service design is more likely to drive loyalty and ARPU as customers get what they want in the most
desirable channel
‣ Well designed and integrated cross-channel experiences are more likely to produce greater cross/up-
sell
‣ Senior management must reward (and KPI) service design initiatives
‣ There are plenty of existing UX/Design/Service tools that can be readily applied to service design
problems.

55. GREENER PASTURES...

56. Email: rfarmer@hutchison.com.au