IT Service Catalogs are dangerous. It’s easy to create hundreds of services, fast – with little oversight – and it will kill your Service Catalog initiative. Your customer will see it as inconsistent, complex and confusing – and stop coming. It doesn’t have to be that way. Evergreen shares best practices on creating and using a consistent Service Design Process. It actually saves time, simplifies your work, and gives you consistent quality. And it will make your customers happy. Visit our website for the recorded webinar where we also demonstrate these best practices in our beautiful and innovative, customer-centric Service Catalog built with ServiceNow. http://content.evergreensys.com/it-service-catalog-webinar-service-design-process

1. Service Catalog Essentials
5 Keys to Good Service Design
Creating & Using a Consistent Service Design Process

2. 2
Speaker Bios
DON CASSON, CEO,
EVERGREEN SYSTEMS
Don has led Evergreen
Systems since its founding in
1997. Over the years he has
spoken at conferences,
authored white papers and
been interviewed for
numerous industry
periodicals.
Contact:
dcasson@evergreensys.com
JEFF BENEDICT, ITSM PRACTICE
MANAGER, EVERGREEN
SYSTEMS
Jeff manages the ITSM practice
at Evergreen and has worked
with ITSM tools for 15+ years.
Jeff is an active contributor to
the Evergreen Blog and Twitter.
(twitter.com/JeffSBenedict)
Contact:
jeff.benedict@evergreensys.com

3. 3
Today’s Agenda
• About Evergreen
• 5 Keys to Good Service Design
• Evergreen’s User-Centric Self-Service Portal /
Catalog (built on ServiceNow)
• Possible Next Steps / Q&A

4. • 80-person U.S. IT Consulting Firm
• Worked with hundreds of Mid-Market,
Fortune 1000 Companies and Public Sector
Organizations
• Full lifecycle firm with deep ITSM / ITIL
transformation experience
• One of Top 5 ServiceNow U.S. partners
• Primary Focus – “Customer-Centric IT
Service Management”
4
About Evergreen Systems
Sample ClientsQuick Facts

5. 5
What About the Customer?
Evolving…
IT’s Value
Customer Experience

6. 6
Customer & Service
Customer. Someone who buys goods or services.
Service. A means of delivering value to customers by
facilitating outcomes customers want to achieve without the
ownership of specific costs and risks.
Service Design Package. Document(s) defining all aspects
of an IT Service and it’s requirements, through each stage of
it’s lifecycle.
ITIL def
Everyone has customers, everyone has services

7. 7
A Service Can Be…
• A lot of complex,
individual activities
• Joined together
• From many operating
units

8. 8
A Service Design Process seems like a lot of
work…can’t we just start building services?
What Is the worst that could happen?
Are We Overcomplicating It?
If we treat the customers like we own them, some day we won’t

9. 9
Benefits of A Good Service Design Process

10. 10
What A Service Looks Like to a Customer
Provide the customer
enough information to
make a self-service
determination…
• Name & description
• Fit for my use
• Who can request it
• Cost
• Quality
• Delivery time
• How to request it
• Service owner

11. 11
Service Design Package
Service Name Virtual Meeting Collaboration - Internal Only
Description Provide a virtual meeting environment, which provides both audio and visual interaction
between company team members globally.
Customer(s) All Employees or Contractors with an active domain accounts
Service Owner Steve Thomas
Service Manager June Smith
Functional Requirements Microsoft Lyncwill provide the following functionality: Instant Messaging, IP Audio
Communications, Desktop Sharing and Multiparty AudioVideoContent Sharing
Cost $10per enrolled user Monthly Internal Chargeback Cost
Service Level Objectives Agreements 99.5% availability, except during stated monthly maintenance window
Operational Level Objectives Agreements Support Teams will engage in P1- Service Outage troubleshooting within 15minutes
Maintenance Windows 3rd Saturday of each month, from 9:00pm to 11:59pm EST
Support Teams Primary Contact Messaging Alice Wilson
Windows Server Team Sachin Gupta
Database Team Susan Price
Network Team Alex Tromanski
Service Design Package

12. 12
Constituents of a Service
Customer
Experience
Execution
Effectiveness
Governance &
Accountability
Design From the Customer In,
Not IT Out
Design Management Needs
In From The Start
Build for the Providers Too
or It Will Not Work
Customers
ProvidersManagers

13. Service
Individual Customer
• What services can I get & where?
• What is / is not included?
• When will I get it?
Service Management
• What services do we offer?
• What are the service expectations?
• Who is delivering what & when?
Business Unit Customer
• What services are we using?
• What value/level are we receiving?
• What is our services spend?
Service Delivery
• What services do we deliver?
• When does it need to be delivered?
• What are we responsible for?
Service Delivery Executive
• Are our customers satisfied?
• Are we achieving our goals?
• Are metrics in line & right direction?
Roles and Perspectives
31

14. The Service Design Model
A Service Design Model is a process framework for building services
What it does for you:
• It helps communicate the mechanics of
a service end to end
• It helps everyone understand the big
picture and their role in it
• The model breaks "the service and
operations problem" down into logical
bite-sized chunks
• It facilitates decision making / trade-offs
as to where and how resources are
used
• Key executive / stakeholder and
change team communication tool
• Factual approach to expand the debate
from tactical to strategic – i.e. from cost
reduction initiatives to ‘What are we
trying to do for the business?’
Service Design Model
Customer
Experience
Governance
&
Compliance
Technology
& Support
Roadmap for Change
Business Goals and Strategy
SDM
Resources
Sourcing
& Alliances
Assets &
Finance
Organization
&
Geography
Business
Processes
14

15. 15
Customer
Experience
Governance
&
Compliance
Technology
& Support SOM
Resources
Sourcing
& Alliances
Assets &
Finance
Organization &
Geography
Business
Processes
Definitions of Model Elements
The Business Processes
factors show the core
functions and processes
related to how work is
executed and delivered
The Organization and Geography factors
outline the organizational structure, locations
of where activities occur, the sourcing of
activities (external vs. internal) and the
mechanism by which implementation and
changes to the model will be managed
The Assets & Finance factors define
which activities are executed where,
the scope of the service and the
dependencies on specific assets, with
financial and accounting
considerations
The Technology &
Support factors outline the
supplications, infrastructure
and operations supporting
the business
Service Design Model
The Resources factors
outline the people
implications in terms of skills
and behaviours required, the
expected headcount
distribution and the change
implications
The Customer Experience factors link the
value proposition to the specifics of the
interactions between the customer and the
entity
The Culture factors (shadow
ring) show the values, norms
and beliefs that drive how
people in the organization act
Roadmap for Change
The Sourcing & Alliances factors
define which activities will be performed
within the organization, by other parts of
the parent groups and by external
parties
The Governance & Compliance factors outline
the oversight and management structure and the
major compliance activities (external vs. internal)
and the mechanism by which the service is
monitored and controlled.

16. 16
Service Design Model Framework
Customer
Experience
Sourcing &
Alliances
Business
Processes
Organization
& Geography
Governance
&
Compliance
Resources
Technology &
Support
Assets &
Finance
STRATEGY
Design and
Roadmap
Customer
Strategy
Vendor
Strategy
Business
Strategy
Governance
Strategy
System
Strategy
Asset
Strategy
ARCHITECTURE
Business, Tech &
Support
Components
& Integrations
Organization
Structure
Organization
Structure
Systems &
Operations
WORKFLOWS
Key Business and
Technology
Customer
Workflows
Business
Workflows
Governance
Audit &
Schedule
System
Workflows
ROLES
RACI Roles and
Responsibility
RACI RACI RACI RACI
PERFORMANCE
KPIs/Metrics,
Surveys and Rptg
Customer
KPIs
Vendor
KPIs
Business
KPIs
Geo KPIs Audit KPIs
Resource
KPIs
System
KPIs
Asset
KPIs
AGREEMENTS
OLAs and SLAs
Vendor
SLAs
Business
OLAs & SLAs
SBU
OLAs & SLAs
Management
SLAs
Resource
SLAs
System SLAs
MONITORING
Innovation, Risk
and Lifecycle
Innovation Risk
Innovation &
Lifecycle
Risk Risk Risk
Innovation &
Lifecycle
Risk &
Lifecycle

17. 17
Service Design Factors and Influences

18. Example: Service Package
18
Service Name Messaging and Collaboration
Core
Services
Enabling
Services
Enhancing
Services
Options
Email
Network
Service Desk Support
Service Desk Support
 8 x 5
 10 x 6
 7 x 24 x 365
Server  Instant Messaging
Storage System Monitoring
Mailbox Size (Maximum)
 2 GB
 10 GB
 Unlimited
Multi-language
 Spanish
 French
 Japanese
Account Administration Information Security
Wireless Devices
 Lenovo S6000
 iPad Air
 Samsung Galaxy S5
 iPhone 5s
Service Support Level
 Gold
 Silver
 Bronze

19. 19
KEY - Service Ownership
Provide the customer
enough information to
make a self-service
determination…
• Name & description
• Fit for my use
• Who can request it
• Cost
• Quality
• Delivery time
• How to request it
• Service Owner
If everyone owns the service, no one does

20. 20
KEY – KPIs
Customer
Experience
Sourcing &
Alliances
Business
Processes
Organization
& Geography
Governance
&
Compliance
Resources
Technology &
Support
Assets &
Finance
STRATEGY
Design and
Roadmap
Customer
Strategy
Vendor
Strategy
Business
Strategy
Governance
Strategy
System
Strategy
Asset
Strategy
ARCHITECTURE
Business, Tech &
Support
Components
& Integrations
Organization
Structure
Organization
Structure
Systems &
Operations
WORKFLOWS
Key Business and
Technology
Customer
Workflows
Business
Workflows
Governance
Audit &
Schedule
System
Workflows
ROLES
RACI Roles and
Responsibility
RACI RACI RACI RACI
PERFORMANCE
KPIs/Metrics,
Surveys and Rptg
Customer
KPIs
Vendor
KPIs
Business
KPIs
Geo KPIs Audit KPIs
Resource
KPIs
System
KPIs
Asset
KPIs
AGREEMENTS
OLAs and SLAs
Vendor
SLAs
Business
OLAs & SLAs
SBU
OLAs & SLAs
Management
SLAs
Resource
SLAs
System SLAs
MONITORING
Innovation, Risk
and Lifecycle
Innovation Risk
Innovation &
Lifecycle
Risk Risk Risk
Innovation &
Lifecycle
Risk &
Lifecycle

21. Example: Service KPI Bundling
21
Service
Support
Level
Availability Description Support Hours
Architecture
/Component
Design Criteria
Uptime / Availability
(Expected / Minimum)
Validation / Frequency
Gold
 Environment is always
operational during the
hours that were
contractually agreed to by
the business unit.
 Any planned maintenance
or downtime is performed
and managed outside of
the defined operating
hours of operation
windows.
 7x24x365  No system
Single Point of
Failure (SPOF).
 High Availability
(HA) clustered
environment.
 N+1
redundancy in
dual data
centers.
 99.8%
 Outage time avg.:
 87.6 m/month
 21.9m/week
 3.12m/day
 Component Failure Impact
Analysis (CFIA) and SPOF
analysis performed monthly.
 Integrated into Change and
Release Management activities.
 End-to-end failover tested
routinely.
Silver
 Environment is always
operational and supported
during the hours that were
contractually agreed to by
the business unit.
 Negotiated maintenance
windows based on
business unit priority vs.
technical risk.
 7 days a week
 Holidays included
 0700 to 1900h-ET
 High Availability
(HA) clustered
environment.
 1+1 redundancy
in same data
centers.
 99.5%
 Outage time avg.:
 219 m/month
 54.75 m/week
 7.82 m/day
 CFIA and SPOF analysis
performed quarterly.
 Integrated into Change and
Release Management activities.
 End-to-end failover tested least
semi-annually.
Bronze
 Environment is
operational during regular
core business hours
 Limited Single Points of
Failure. Redundant Power
and Network components
at a minimum.
 Monday thru Friday
 No Holidays
 0800 to 1700h ET
 Full component
level
redundancy not
required.
 99.0%
 Outage time avg.:
 438 m/month
 109 m/week
 15,64 m/day
 Where applicable, CFIA and
SPOF analysis conducted
annually.
 Integrated into Change and
Release Management activities.
 End-to-end failover tested least
annually.

22. KEY - Service Costing
22
Cost Elements
Hardware Tools & Software Facilities Labor Third Party

23. 23
KEY – Modular Services as CIs
Build reusable service
modules
Combine them to
create new services
Manage each service
as a configuration
item (CI) to give you
accountability
A SERVICE
SILO
SILO
SILO
SILO
SILOSvc
Svc
Svc
Svc
Svc

24. Roadmap for Change
Business Goals and Strategy
Customer
Experience
Governance
&
Compliance
Technology
& Support SDM
Resources
Sourcing
& Alliances
Assets &
Finance
Organization
&
Geography
Business
ProcessesSDM
KEY – Use a Service Design Process
24

25. 25
Evergreen’s Employee Self-Service Portal / Catalog
POWERED BY SERVICENOW

26. One-Day,
Private Service
Catalog Workshop
$3,950
Demo our “Metro
Style” End-User Portal
yourself!
Possible Next Steps?
http://www.evergreensys.com
26
See how our graphical
Service Taxonomy
Designer works

27. 27
• Questions?
• Thank you for your time.
Wrap-Up