This document discusses keys to good service design in service catalogs. It outlines five keys: 1) Clear service ownership, 2) Focusing on user experience, 3) Determining what services to build based on factors like volume and complexity, 4) Designing modular reusable services, and 5) Balancing customer and provider needs in design. It then promotes Evergreen's employee self-service catalog and portal, which is powered by ServiceNow, and possible next steps like a private workshop or dictionary.

1. Service Catalog Essentials
5 Keys to Good Service Design in Service
Catalogs
The Power of a Consistent Service Design Process

2. 2
Happy Halloween
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 in Service
Catalogs
• Evergreen’s User-Centric Self-Service Catalog &
Portal Portal (built on ServiceNow)
• Possible Next Steps / Q&A

4. • 80-person U.S. IT Consulting Firm
• Hundreds of Mid-Market, Fortune 1000
Companies and Public Sector Customers
• Full lifecycle firm with complete ITSM / ITIL
transformation experience
• Incident / Problem
• Change & Request
• Asset & Configuration / CMDB
• Service Catalog & Portfolio
• SLM & KPIs
• Shared Services (HR, Facilities, Acq.)
• Deep BMC / Remedy & HP Service
Manager experience
• Top 5 US ServiceNow Partner
4
About Evergreen Systems
Sample ClientsQuick Facts

5. 5
Conventional ITSM Thinking Is Wrong
(The Horse is our customer…)
Incident,
Problem
Change

6. 6
Two Useful Guides
13 page dictionary of Services
definitions – ITIL & beyond
Taxonomy definitions, best practices
and example framework guidance

7. 7
Useful Grounding
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

8. 8
A Service Can Be…
• A lot of complex,
individual activities
• Joined together
• From many operating
silos

9. 9
Why Do Customers Leave?
Why Customers Leave*
• 3% business moved
• 5% prefer competitor’s product
• 9% price increases
• 14% dissatisfied with product /
service
• 31% total
• 69% left because of poor service
* White House Office of Consumer Affairs
How do IT’s Customers Leave?
• Shadow IT
• Reduced Budgets
• Outsource
“Treat your customers
like captives, and one
day they will be neither”

10. 10
A Service Design Process seems like a lot of
work…can’t we just start building services?
What Is the worst that could happen?
Do We Need a Service Design Process?
69%

11. 11
Benefits of A Good Service Design Process

12. ________________________
Service Design Process Functionality &
Components
12

13. 13
Sample 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

14. 14
What A Service Looks Like to a Customer
Give the customer enough
information to make a self-
service decision…
• Name & description
• Fit for my use
• Who can request it & how
• Cost
• Quality
• Delivery time
• What is / isn’t included
• Service owner

15. 15
Service Design Process - Build Flow
Service
Presentation
Service
Offer
Service
Fulfillment
Service
Feedback
Service
Measurement
 Service
Hierarchy
 Service
Catalog /
Portal /
Mobile
 Service
Functionality
 Offerings
 Requests
 Scope
 Workflow
 Approvals
 Assignments
 Messaging
 Service
Status
 Service
Rating
 Service
Survey
 Service
Metrics/KPIs
 Service
Reporting
 Service
Dashboards
Individual Service Design Activities

16. 16
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

17. Toolkit: The Service Design Model
A Service Design Model ensures you consider all relevant areas
What it does for you:
• Helps communicate the mechanics of a
service end to end
• Helps everyone understand the big
picture and their role in it
• Breaks "the service and operations
problem” down to bite-sized chunks
• 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
17

18. 18
Customer
Experience
Governance
&
Compliance
Technology
& Support SOM
Resources
Sourcing
& Alliances
Assets &
Finance
Organization &
Geography
Business
Processes
Toolkit: 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.

19. 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
Service Operating Model
Toolkit: Service Operating Model Framework
37

20. 20
Toolkit: Service Design Factors and Influences

21. Example: Service Package
21
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

22. ________________________
Five Keys to Good Service Design
22

23. 23
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
KEY 1 – Clear Service Ownership

24. 24
KEY 2 – User Experience Matters

25. KEY 3 – To Build (a Service) or Not?
25
Worthwhile
High volume
Highly repetitive
Simple, durable
2-3 solutions meet the 80/20
Value?
Cost & Risk?
Cost to build & maintain
Degree of complexity
Risk of failure

26. 26
KEY 4 – 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

27. KEY 5 - Balance Customer & Provider Needs in Design
27
Miller’s Number
How Many Services? Many & Shallow? Few and Deep?
Evergreen’s Numbers
Taxonomy to Service

28. Roadmap for Change
Business Goals and Strategy
Customer
Experience
Governance
&
Compliance
Technology
& Support SDM
Resources
Sourcing
& Alliances
Assets &
Finance
Organization
&
Geography
Business
ProcessesSDM
Use a Service Design Process
28

29. 29
Evergreen’s Employee Self-Service Catalog & Portal
POWERED BY SERVICENOW

30. MOST VIEWED APP on the SN App Store. Demo
our Self Service Catalog & Portal yourself!
One-Day,
Private Service
Catalog Workshop
Onsite for
only $3,950
Possible Next Steps?
http://www.evergreensys.com
30
Request a copy of our Services
Definitions Dictionary:
http://content.evergreensys.com/webinar-
service-definitions-dictionary-offer-
exclusive

31. 31
• Questions?
• Thank you for your time.
http://www.evergreensys.com/servicenow-service-
catalog-services-workshops
Wrap-Up