This is an exploration of Service Design for the Boston Service Jam 2014. It covers proto personas, empathy maps and journey maps.

1. BOSTON SERVICE JAM 2014
ADVENTURES IN SERVICE DESIGN
STEVEN FISHER
@stevenfisher

2. So, Who the Heck is This Guy?
STEVE FISHER IS MY NAME.
A N D I B E L I E V E S E R V I C E D E S I G N C A N S AV E T H E W O R L D .
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3 Time Entrepreneur (2 Sold)
Head of Experience for SeaChange
Co-Founder, Revolution Factory
Advisor (Protoshare. H2i, Startup Institute)
20 Yrs Product Designer
8 of them with agencies (Digitas, Sapient) and consulting firms
Film Producer
Yoga Teacher
Slow Runner
Connect with me:
Fast Eater
/TheStevenFisher
/StevenFisher
/StevenFisher
/StevenFisher

3. Today we are going to talk about Service Design
and the Adventures You Can Take
LET’S GET ROLLING…

4. THE METHOD

5. THE METHOD
TO EFFECTIVELY DESIGN FOR
SOMEONE, YOU HAVE TO KNOW
WHO YOU ARE DESIGNING FOR

6. THE METHOD
TO EFFECTIVELY DESIGN FOR
SOMEONE, YOU HAVE TO SEE
THINGS FROM THEIR POINT OF VIEW.

7. THE METHOD
You can start with Personas…

8. THE METHOD
But Traditional Ones Take Time…
..Lots of
Time.

9. THE METHOD
So You Can Use Proto-Personas…
..Quick and
Effective.
Source: https://uxmag.com/
articles/using-proto-personasfor-executive-alignment

10. THE METHOD
So You Can Use Proto-Personas…
A SKETCH OF THE
INDIVIDUAL, A NAME,
AND SOME BASIC
DEMOGRAPHICS
B E H AV I O R S A N D
BELIEFS OF THE
PERSONA
DEMOGRAPHICS
NEEDS AND GOALS
..Quick and
Effective.

11. THE METHOD
Then You Need an Empathy Map…

12. THE METHOD
Empathy Maps Chart the Soul of …
..the Issue to
Define the Problem
and the Context in
which you need to
solve it.

13. THE METHOD
And Finally a Journey Map…

14. THE METHOD
Journey Maps
Chart the Course…
..Because this about
the Journey and not
just the Destination.

15. THE FRAMEWORK

16. THE FRAMEWORK

17. THE EXAMPLES

18. THE EXAMPLES
Source: Megan Groki, Mad Pow

19. THE EXAMPLES
Source: http://www.thosepeskyusers.com/wp-content/uploads/2010/12/customer-experience-map.jpg

20. THE EXAMPLES
Source: http://bridgeable.com/work/therachoice/

21. THE EXAMPLES
Source: http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/

22. THE EXERCISE

23. THE EXERCISE

24. THE EXERCISE

25. THE EXERCISE

26. THE EXERCISE
How would you
redesign this
experience?

27. THE EXERCISE

28. THE EXERCISE
• Let’s make a quick persona
• Let’s draft an empathy map
• Let’s flow out a journey

29. THE EXERCISE

30. THE EXERCISE
The Case: http://www.freshtilledsoil.com/transit-transformation-mbta-website-redesign-challenge/
The Live Demo: http://willdickey.me/mbta/#

31. G R E AT R E S O U R C E S
• http://designingcx.com/cx-journey-mapping-toolkit/https://uxmag.com/articles/using-proto-
personas-for-executive-alignment
• http://www.slideshare.net/sstarmer/how-to-design-for-the-future-cross-channel-experience-
design-13899852
• http://www.slideshare.net/joyce_hostyn/writing-great-experiences-customer-experience-
journey-maps
• http://www.pinterest.com/LupingYeh/customer-journey-map/
• http://www.pinterest.com/uxjam/journeys/
• http://www.servicedesigntools.org/tools/8
• http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/
• https://speakerdeck.com/megangrocki/customer-journey-mapping-illustrating-the-big-picture

32. A N D D O N ’ T F O R G E T…
… E N J O Y T H E J O U R N E Y.