Creating a service experience from scratch [workshop]

Lily Dart
Freelance service design & user research
@lily_dart lilydart.com
Creating a service
experience from scratch

Creating a service experience from scratch
Service design is a
holistic, user-centred
approach to designing
services

Products create value
through fulfilling a specific,
unchanging, function.

Services are sequences
of interactions that
create value for a user.

1. Focuses on meeting service user needs
2. Considers end-to-end user journey
4. Designs business processes
3. Designs for staff needs
5. Is measurable

Service design
considers all of these
elements in a service

Today we’ll design a
basic service from
scratch, based on
user needs, staff needs
and a stress persona

Get into groups of 5, and
introduce yourselves.
Task 0
2 MINS

1. Create a service narrative
3. Test and iterate the prototype
2. Create a service prototype
4. Create a service blueprint
5. Design metrics for the service
— LUNCH —

User needs are descriptions
of the key needs of your
service users

Staff needs are
descriptions of what staff
need to deliver a service
that meets user needs

Stress personas are
depictions of users who could
experience unexpected
impacts from a service

Stress personas help us
to design empathetically
for our users

Review your research packs for the
services you’ll be designing.
User needs
Staff needs
Stress persona
Task 1
2 MINS

Service narratives

Creating a service narrative
is designing an experience,
end to end

1. Timing and sequencing
2. Setting expectations
3. Evidencing

What is
being said or
thought
When it’s
happening
What is
happening

Design a service narrative
from initial introduction to
the service for your
persona, through to
completion of a first
appointment.
Consider timing and
sequencing, expectation
setting and evidencing.
Task 2
20 MINS

Service prototyping

Great service
experiences require
experimentation
and evaluation

A prototype is worth a
thousand meetings.”“
Designation

You can’t know the
experience you’ve
created until you put
it in front of a user

Paper

Phones
Photo by Tom Page licensed under Creative Commons CC Attribution

Email

Service walkthrough

Service roleplay
Photo by O’mar Miguel licensed under Creative Commons CC Attribution

Design service prototypes to test out one or two
interactions in your service journey, using:
Paper
Phones
Email
Desktop walkthroughs
Service roleplays
Task 3
20 MINS

1. Find another team with a different service 
2. Ask them to familiarise themselves with your user
needs and persona 
3. And then test out your prototypes, with members
of the other team acting as the customer
Task 4
10 MINS

1. Swap! 
2. Ask the team you just tested prototypes for to familiarise
themselves with your user needs and persona 
3. And then test out your prototypes, with members of the other
team acting as the customer
Task 5
10 MINS

Lunch!

Use your feedback from the other team
to iterate your service narrative and
prototypes.
Task 6
10 MINS

Service blueprints

Service blueprints are
a method of displaying
all interactions in a
service journey

User actions
Support
processes
Time
Online
Phone
In person
Back stage
Front stage

User actions
Support
processes
Online
Phone
In person
Back stage
Front stage
Request for
quote
Form submitted via
website
Email, address and
phone number
added to database
2 hrs
Call to
confirm initial
appointment
Cleaner appointed to
client, appointment
scheduled
Call received
from cleaning
service
Assessment visit at
clients home
Meets cleaner at
home, discusses
requirements
Receives and
accepts quote
Regular
appointment added
to scheduling tool
Requirements added
to database and
quote generated
1 hr
Email sent with quote
and confirmation
request
1 hr

Start your service
blueprint.
Use your service journey
to add user actions and
timings. Add front stage
interactions into the
appropriate channels.
Task 6
Online
Phone
In person
Front stage
Request for
quote
Form submitted via
website
Call to
confirm initial
appointment
Call received
from cleaning
service
Assessment visit at
clients home
Meets cleaner at
home, discusses
requirements
User actions
20 MINS
2 hrs

User actions
Online
Phone
In person
Back stage
Front stage
Request for
quote
Form submitted via
website
2 hrs
Call to
confirm initial
appointment
Call received
from cleaning
service
Assessment visit at
clients home
Meets cleaner at
home, discusses
requirements
Receives and
accepts quote
Support
processes
Email, address and
phone number
added to database
client, appointment
scheduled
Regular
appointment added
to scheduling tool
Requirements added
to database. Quote
created and emailed
1 hr
and confirmation
request
1 hr

Support
processes
Email, address and
phone number
added to database
client, appointment
scheduled
Regular
appointment added
to scheduling tool
Requirements added
to database. Quote
created and emailed
Data collection
Internal systems
Business process
Internal systems
Data collection
Internal systems
Automation
Business process
Internal systems
Automation

Add backstage
support processes to
your service blueprint.
• Business processes
• Data collection
• Internal systems
• Automation
Task 7
15 MINS
Support
processes
Online
Phone
In person
Back stage
Front stage
Request for
quote
Form submitted via
website
Email, address and
phone number
added to database
2 hrs
Call to
confirm initial
appointment
client, appointment
scheduled
Call received
from cleaning
service
Assessment visit at
clients home
Meets cleaner at
home, discusses
requirements
Requirements
to database. Q
created and em
1 hr
User actions

Designing metrics

How will we know
the if the service is
performing as intended?

% of potential clients who
accept quotes
Metric
User actions
Support
processes
Front stage
interactions
Back stage
Front stage
Request for
quote
Form submitted via
website
Address and
contact details
added to database
2 hrs
Call to
confirm initial
appointment
client, appointment
scheduled
Call received
from cleaning
service
Assessment visit at
clients home
Meets cleaner at
home, discusses
requirements
Receives and
accepts quote
Regular
appointment added
to scheduling tool
Requirements added
to database and
quote generated
1 hr
and confirmation
request
1 hr

% of customers who cancel service
% of missed appointments
% of new customers through recommendations

Watch out for
perverse metrics
% of queries resolved within 24 hours

Watch out for
perverse metrics
% of users satisfied with query resolution

Good metrics are
measurable and
actionable

Design two or
more metrics for
your service.
Make sure they are
measurable and
actionable.
10 MINS
% of potential clients who
accept quotes
Metric
Support
processes
Front stage
interactions
Back stage
Front stage
Request for
quote
Form submitted via
website
Address and
contact details
added to database
2 hrs
Call to
confirm initial
appointment
client, appointment
scheduled
Call received
from cleaning
service
Assessment visit at
clients home
Meets cleaner at
home, discusses
requirements
Requirements added
to database and
quote generated
1 hr
User actions
Task 8

Tell us about your service

• Research and prototype development
• Business process design
• Business systems design
• Communications design
• Interaction design
TODAY WE COVERED:

• Graphic design
• Marketing
• Organisational design
• Business model design
• Strategy
SERVICE DESIGN ALSO CONSIDERS:

Service design can’t be
done by a single person

But, we can all use
service design thinking
to improve our approach
to problem solving

• Holistic viewpoint
• Timing and sequencing
• Setting and meeting expectations
• Evidencing
• Measuring and evaluating experiences
SERVICE DESIGN THINKING:

Lily Dart
Freelance service design
& user research
Any questions?

Creating a service experience from scratch [workshop]

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Creating a service experience from scratch [workshop]