This document outlines the agenda for a service design lecture and workshop. It discusses reviewing personas and customer journeys from the previous lecture. It describes how the workshop will be structured, including writing down challenges, brainstorming solutions, sharing ideas, and refining designs. Teams will then present preliminary designs at the next meeting, with a focus on research quality, design explanation, benefits, and testing, rather than visual presentation style. Feedback will be provided to prepare for final presentations.

1. Service Design
Lecture 4
KISK FF MU Brno
5 November 2014
Design Workshop

2. What do you know already?

3. Last Time
•We reviewed Personas and interviews
•We discussed Customer Journeys
•We did sketch Customer Journey for your persona

4. Today
•We‘ll write down the teams
•We‘ll articulate the problems and opportunities
•We‘ll design using Kentico‘s method
•We‘ll share the ideas
•We‘ll design again
•We‘ll specify prelim design for review next time

5. What do we actually design?

6. What do we actually design?

7. Many possible approaches, all are valid
•Improving just one touchpoint (the form, ŽÚ)
•Improving communication (help line, support through social media, contact points)
•Improving the journey (findabile microsite, electronic submission, e-mail confirmation)
•Improving the overall experience (all above combined)

8. How to specify challanges?
1.Write down all problems you see
2.Group them if needed
3.Give each group a priority based on customer pain (or gain)
4.Make a list of problems ordered by descending priority
Customer/company benefits
Costs
High potential. Expensive but with high value. Usually long-term projects.
Don‘t do it.
High cost, low value added. Usually major technological problems.
Maybe sometime.
Low value, low cost. Usually when there is time for maintenance.
Do for sure.
Significat low-cost boost to service. Low hanging fruit, i do these first
I usually prioritize on both benefit (customer + firm) and costs, i.e. what it brings and what it costs.

9. The Design Workshop
1.Specify challenge(s)
2.Brainstorm solutions
3.Share ideas
4.Incorporate ideas of others and refine your design
5.Share again
20 min 20 5/team + 10 voting 20 5 + 10 again
After this, the team sits down, discusses the ideas in detail and refines all aspects (touchpoints, customer journey) of the new design.

10. Prelim Design Presentation
Important
•How good your research is (personas, journeys and insights/problems)
•How clear your explanation of the new design is
•What the key benefits and innovation are
•How much you tested the new design already
Not important
•How slides look
•How is your English or presentation style
•How your design vizualization looks
•If all members or just one deliver the presentation

11. Next Meeting
•Every team presents their new design
•Others critique it from persona and customer journey perspective and give feedback
•We get ready for final presentations
19 November from 1 to 4 PM at MZK