Service Design Thinking in UX Projects - Service Design Global Conference 2012 - Paul Kahn

1. Prepared by:
Paul Kahn – Experience Design Director
October 30, 2012
Service Design Global Conference
Paris, France
SERVICE DESIGN THINKING IN UX PROJECTS
A REPORT FROM AMERICA

2. Founded:
2000 by Will Powley & Amy Cueva
Locations:
Portsmouth, NH | Boston, MA | Louisville, KY
Staff:
50+ Employees
Stability:
Privately held, never had an unprofitable quarter,
Hold zero debt on our balance sheet,
2012 top payer is only 7%
WE ARE MAD*POW
Company Fact Sheet

3. Disciplines
ê Psychology, Human Factors,
HCI
ê Research Methods
ê Design
ê Business Process
Management
ê Marketing Strategy
ê Customer Behavior
Skills
ê Teamwork
ê Business sense
ê Visual thinking
ê Critical thinking
ê Detailed communication
ê Commitment to the
profession
EMPATHETIC, FLEXIBLE AND INFORMED DESIGNERS
What we look for in our hiring process

4. The Question
• Q: What does this have to do with Service Design
• A: We will see
• Q: How many words are appropriate
for a PowerPoint slide?
• A: As few as absolutely possible
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5. Mad*Pow merging art & science
• Mad*Pow deliver research-inspired design aimed at
maximizing conversion rates, increasing retention, and
reducing costs.
• Our research practice locates and explores the touch
points in a user experience process
• Research drives our strategic recommendations and
design deliverables
• It is this approach that has been labeled "service design
thinking”
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6. Case 1: Messaging as a Service
• Aetna came to Mad*Pow for help developing a Unified
Member Messaging strategy
• Aetna wanted to make sure members were getting
• the right information
• at the right time
• via their preferred channel(s).
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7. Results
• Research produced recommendations for
• Intra-departmental communication and governance
• AND user-managed filters and profiles.
• The result is the kind of business strategy and technology
recommendations that are driven by seeing the user's
experience as a service.
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17. Case 2: Employee Communications
• Waste Management came to Mad*Pow to “fix the Intranet”
• We took a multifaceted approach including
communication needs, business goals, and persona
creation to our to characterize the Information Ecosystem
of a large distributed organization.
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18. Results
• A multi-faceted approach touching 10 channels where
people find and consume information
• Reseach results
• Field research
• Personas
• Communication in addition to Visor (intranet)
• Motivational and persuasive strategy
• Find examples of grass-roots/best practice sharing
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19. Employee Personas - Summary
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Field Support/Admin Field Manager
Frontline Operations Employee –
No Workstation
Frontline Operations Employee
– Workstation
Customer Support
Corporate Employee

20. Marlin Company Monitors in
breakrooms (where applicable)
Safety & Productivity Stats Bulletin Boards
Emails
WM Monday
Methods of Communication in Addition to Visor
Market Newsletters (where applicable)

21. Digital Communication Monitors: The Opportunity
An employee at lunch looks at a Marlin
board
Drivers fill out paperwork below a Marlin
board. This one is well placed near
where drivers pick up their route info.
Marlin board well placed in a driver
lunchroom, visible to the entire room and
near trashcan and clock.
A potentially captive audience of
employees on break sit facing a non-
communication TV that is turned off.

22. Digital Communication Monitor: Sample Screens
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Area
Corporate
Local

23. Case 3: Wellness Platform
• Healthrageous came to Mad*Pow to design the user
experience of their Wellness program across technology
platforms
• How would people manage aspects of their health, take
real world actions, in response to prompts and feedback?
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24. Results
• Before we designed interface we present research on
how a person sets their own goals
• What are their support mechanisms
• How do they maintain motivation
• What is the most effective messaging
• Identify appropriate scaffolding
• Plans one week at a time, with daily logging
• Individual health coaching to reach wellness goals
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28. What is Service Design
• It is User-Centered
• Services should be experienced through the customer’s eyes
• It is Co-Creative
• All stakeholders should be included in the service design
process
• It is Sequencing
• The service should be visualized as a sequence of
interrelated actions.
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29. • It is Evidencing
• Intangible services should be visualized in terms of physical
artefacts
• It is Holistic
• The entire environment of the service should be considered
Five Principles of Service Design Thinking
from This Is Service Design Thinking
What is User Experience
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30. What is User Experience at Mad*Pow
• All of the above plus some things not already mentioned
• Design Studio: rapid design/critique with stakeholders
& users
• User Research: recruiting test cohorts, recording and
analyzing interviews and tests
• Content Strategy and SEO: defining & creating
appropriate content for communicating messages
• Creative Technology: prototyping the best way to
communicate across platforms & channels
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31. Thank You!
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Paul Kahn
Experience Design Director
pkahn@madpow.com
Mad*Pow
Portsmouth | Boston | Louisville
www.madpow.com
Contact Information