Better services lead to better lives. We see it all around us. An online money transfer service, for example, saves us a drive to the bank (and the wait time there).
The dependence on information and the availability of new channels such as mobile phones and tablets has opened up the space for offering better, more personalized services. This holds true for the intranet as well.
How can we discover new services for staff? How can we design them better? How can we make use of the different channels? In this talk, I'll show how principles and methods from the emerging discipline of Service Design can be applied to discover new services or fix existing ones, all with the aim of helping staff get their job done in a faster, smarter way.
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Service Design for Intranets
1. Service Design
for intranets
Maish Nichani
PebbleRoad
Intranets2012
17 May 2012
Tuesday, May 22, 12 1
2. About me
Founder and Principal of
www.pebbleroad.com
@maish
Manager’s
Manager’s Organizing
Guidebook Organizing
Digital
Guidebook
to Intranet Digital
Information
to Intranet
Redesign Information
for Others
Redesign
Projects for Others
Projects
Tuesday, May 22, 12 2
3. Nature of business
“Intranets are changing
immensely at a pace
we’ve not seen before”
William Amurgis
Technology
Tuesday, May 22, 12 3
4. Changing times
Society
Market
Organisation
Tuesday, May 22, 12 4
5. Society
Stewart Brand
The clock of the long now
http://longnow.org/about/
Tuesday, May 22, 12 5
6. Market
Expectation
of a benefit
Quality of
experience
www.bain.com/bainweb/pdfs/cms/hotTopics/closingdeliverygap.pdf
Tuesday, May 22, 12 6
7. Organisation htt
tec
Zu
FB
Hacker way
Old way
http://www.stuff.co.nz/technology/6355954/Zuckerberg-describes-
FBs-hacker-way
Tuesday, May 22, 12 7
8. Workplace
Can staff have realtime
access to datasets in
multiple formats and on
the web and mobile
channels?
Can my department
get a place to store
and retrieve
documents?
2004 2012
Tuesday, May 22, 12 8
9. Workplace DIGITAL WORKPLACE
Complicated
Ill-defined
High expectations
Viewed as business driver
INTRANET
Simple
Well-defined
Low expectations
Viewed as a convenience
2004 2012
Tuesday, May 22, 12 9
10. Digital workplace
Document libraries
Data services
Collaboration
Mobile services
DIGITAL WORKPLACE Virtual meetings
Business intelligence
Communications Customer Relationship
Management
Tuesday, May 22, 12 10
11. Tuesday, May 22, 12
Mobile services
Business intelligence
Job to be done
Communications
Data services
Customer Relationship
Management
Digital workplace
DIGITAL WORKPLACE
Virtual meetings
Collaboration
Document collections
11
12. “People don't want to
buy a quarter-inch drill,
they want a quarter-inch
hole.”
Theodore Levitt
Tuesday, May 22, 12 12
13. Digital workplace
All together
DIGITAL WORKPLACE = As one
Focused on the job
Tuesday, May 22, 12 13
14. Digital workplace
http://www.steptwo.com.au/papers/kmc_keysdw/index.html
Tuesday, May 22, 12 14
15. How does one come up with
such ideas consistently?
Tuesday, May 22, 12 15
16. Response
Service Design
User experience design
User-centric design
Usability
2004 2012
Tuesday, May 22, 12 16
17. The proposition
Think Service Design when
designing the Digital Workplace
Tuesday, May 22, 12 17
18. What is
Service Design (SD)?
Tuesday, May 22, 12 18
19. “A brand is a living entity—and it is enriched or
undermined cumulatively over time, the product of a
thousand small gestures.”
Michael Eisner, former CEO of Disney
Tuesday, May 22, 12 19
20. Evolving, adapting Quality of the experience
“A brand is a living entity—and it is enriched or
undermined cumulatively over time, the product of a
thousand small gestures.”
Services over time, across
channels
Tuesday, May 22, 12 20
21. “Service design is the application of
established process and skills to the
development of services. It is a
creative and practical way to
improve existing services and
innovate new ones.”
Live | Work, 2010
Tuesday, May 22, 12 21
26. 1 Focus on customer
Personas
http://webstyleguide.com/wsg3/2-universal-usability/5-in-design-process.html
Tuesday, May 22, 12 26
27. 2
Focus on service
thinking
“A service is using your
competencies and skills to
benefit another person.”
Robert Lusch
http://www.youtube.com/watch?v=Rzy-foIvo6k
Tuesday, May 22, 12 27
61. SD process
Holistic End-to-end Cross channel
Discover Ideate Develop Implement
Co-creation Staging
Tuesday, May 22, 12 37
62. SD toolkit
Discover Ideate Develop Implement
Stakeholder maps Idea generation Storyboards Measurement
Customer journey Storyboards Prototypes Training
maps
Prototypes Service blueprints Support
Business model
Service blueprints ... ...
canvas
A day in the life ...
...
Tuesday, May 22, 12 38
63. Customer journey maps
http://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customer-experience-using-customer-experience-journey-maps/
Tuesday, May 22, 12 39
64. How to use SD for the
intranet?
Tuesday, May 22, 12 40
65. Induction journey map
First day at work
Admin work
Work mates
Computer
First project
Tuesday, May 22, 12 41
66. Induction journey map
First interaction Interview Confirmation First day at work
Job ad Greeting The offer Admin work
Application Interview Negotiations Work mates
Acknowledgement Computer
First project
Tuesday, May 22, 12 42
67. Tuesday, May 22, 12
do better
Experiences
How can we
Expectations
First interaction
Job ad
Application
Acknowledgement
Interview
Greeting
Interview
Confirmation
The offer
Negotiations
Induction journey map
First day at work
Admin work
Work mates
Computer
First project
43
68. Stakeholder maps
Web team Frontline staff HR team
EXTERNAL
INTERNAL
Intranet team Staff
IT team
Icons from: http://thisisservicedesignthinking.com/
Tuesday, May 22, 12 44
69. Service blueprint
Job ad
Application form
Induction pack
Website copy
Thank you card Email letter Digital workplace
Social media posts
First interaction Interview Confirmation First day at work
User actions Apply for job Arrive at office Accept offer Arrive at office
Take interview
Frontstage Post job ad Greet on arrival Email offer letter Greet on arrival
Update website Interview Start induction process
Blog, Tweet job Send Thank You
opening card
Backstage Create job ad Prepare for Prepare offer letter Greet on arrival
Create web copy interview Take through induction
Create social media process
copy
Teams Business dept. HR Business dept. staff Business dept. staff
HR Front desk HR HR
Corp comms Internal comms Front desk
Web team Intranet team
Tuesday, May 22, 12 45
71. More...
Tip Investigation Legal Verdict Policy
Before trip During trip After trip
Before writing When writing After publication
Tuesday, May 22, 12 47
72. 3 ways to apply SD
1 As a layer of meaning to an ongoing
project
2 As a way to re-imagine a big pain point.
E.g. procurement
As a support service for long-term
3
organisational design
Tuesday, May 22, 12 48
73. Resources
Text
http://www.service-design-network.org http://www.servicedesigntools.org/
http://thisisservicedesignthinking.com/
Tuesday, May 22, 12 49