A presentation at the annual Firmstep conference in 2016 on end-to-end service design

1. SARAH DRUMMOND
Founder
sarah@wearesnook.com
PUTTING PEOPLE FIRST - GOING
BEYOND THE SCREEN
EMMA PARNELL
Service Designer
emma@wearesnook.com

2. 2
How do you stop a
dead badger showing
up on the council front
desk?
| DESIGNING FOR USER NEEDS

3. 3
More on the
badger later…
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4. 4
Service Design
by putting
people first
| DESIGNING FOR USER NEEDS

5. 5
| ABOUT US
We are an award winning design agency
based in Glasgow & London, helping
organisations produce great services
by putting people first

6. | ABOUT US
6
A multidisciplinary team of designers,
researchers, strategists and technologists
working together to design products
and services

7. 7
We’re on a mission
to make services
better everywhere
| DESIGNING FOR USER NEEDS

8. Front to back, back to
front, inside and outside
the organisation
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9. 9
| HOW WE THINK
We explore business
processes in alignment with
what people experience
FRONT STAGE
BACK STAGE

10. Every touchpoint and
interaction on every
channel
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We’re grounded
by user research
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12. | THINKING
Joined up channels Customer centred End-to-end experience
How we think about customer experience
12

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RESEARCH DESIGN
DELIVERY
STRATEGY
COACHING EVENTS
| OUR SERVICES
Our services are designed
to focus on working with
organisations to create
services that work

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A few trends
we’ve noticed…
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15. We are SnookPeople by Default Sarah Drummond
Digital transformation and
there’s an app for that
The touchpoint has grabbed our design
attention. User experience has focused
solely on how something looks and
cramming in product features
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16. 16
Digital is not
a panacea for
fixing problems
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17. We are SnookPeople by Default Sarah Drummond
Industrial models of the
past continue to shape our
designs
“Technology has locked us into ways of working, the design of
services, even operating models of organisations”
Dave Briggs, Head of Digital and Design at Adur & Worthing Councils
| DESIGNING FOR USER NEEDS

18. Administration costs us
people
We have created systems that don’t solve problems. They
create more work, cost us more to run and take us away
from the frontline
18
| DESIGNING FOR USER NEEDS

19. We are SnookPeople by Default Sarah Drummond
Technology won’t save us, we
are automating the wrong
processes
We must fundamentally understand the problems we have to
solve, meet user needs and design services that work
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There’s an upside …
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Use your website as a
vehicle to ask questions
about the end to end
service
* Macguffin
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22. 22
Design
Digital
Org
Capability
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Design is the process that
supports you to put people
first and safely test end to end
services when going digital
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| ABOUT US
DISCOVER DEFINE DEVELOP DELIVER REFLECT
4 stages of
the design process
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Discovery
Getting out from behind the desk and
discovering user and staff needs.
| DISCOVERY

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Understand
behaviour to
identify needs
| DISCOVERY

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Ethnographic
research with
housing
associations -
spending time
on the ground
| DISCOVERY

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Her own home in a nice
quiet location, present
satisfaction is high but
can you see the future
through a customer
survey?
| DISCOVERY

29. 29
Tick the boxes and
provide a lunch group
but is this really what
people need? Is food
provision the real
problem?
| DISCOVERY

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Understand how
digital can support the
end-to-end journey
| DISCOVERY

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| DISCOVERY
Designing a
digital care
management
service

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Weaving digital into
a people delivered
service. Every
touchpoint matters
if you’re going
to build trust.
| DISCOVERY

33. 33
| DEFINE
Define
Clarifying what needs to be built and the
boundaries in which to do so

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Design possible
solutions together
| DEFINE

35. 35
Product
specification
for a social
investment
wholesaler
| DEFINE

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| DEFINE
Frame and shape the
specification based on
research findings…

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…then develop the
details side by side
with users.
| DEFINE

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And capture this detail
with use case cards.
“As a ____
I need to _____
So that I can _____”
| DEFINE

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| DEVELOP
Develop
Building concepts and prototypes big and
small to test before scaling

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A prototype is not a
solution, it’s a way
of asking questions
| DEVELOP

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| DEVELOP
User research
and testing
of Glasgow
Council’s
website

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Quickly bring solutions
to life, develop and don’t
be afraid to pivot the
approach based on
what you find…
| DEVELOP

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“It needs an explanation what
council tax is. It’s implying
that you’ve clicked on that
and you know exactly why
you are there.”
…like re-designing
content and building
content frameworks
| DEVELOP

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| DELIVER
Deliver
Building the strategy and communicating
the multi-channel solution to the right
people

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Ideas are just
that, unless you
implement them
| DELIVER

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| DELIVER
Mapping the
end-to-end
service of an
accreditation
body

47. ONLINE
PAPER
Client
receives
information
pack
Client meets
BDM
Client
receives
application
form
Client
receives
email with
forms and
guidance
Client emails
draft to BDM
for comment
Client
receives
email with
information
pdfs
B
p
f
c
v
APPROVAL PROCESS
Client
considers an
alternative
qualification
provider
Client makes
1st contact
with SQA
Client has
phone
conversation
with BDM
Client
conducts
search for
qualification
provider
Client finds
information
about SQA
Client makes
email enquiry
to SQA
Client
receives
information
pack from
Bus Dev
Client picks
up SQA
leaflet at
conference
or trade fair
INTERNATIONAL
TEAM
International
partners
build up list
of potential
clients
International
partner
makes
contact with
client
Bus Dev BDM visits BDM makes Bus DevBDM receives BDM starts BDM sends BDM followsBDM sends BDM visits BBDM
BACKSTAGE
47
123%
Increase in unique page views
for their centre approval information,
widening their pipeline of customers
in this process
| DELIVER

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| ABOUT US
5 key principles
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49. 49
| PRINCIPLES
1.Research in
context will
provide insights
that surveys
and focus
groups can’t

50. 50
| PRINCIPLES
2. Your users
are end and
‘end-end’ users.
They are
everyone
involved in the
service

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| PRINCIPLES
3. There’s not
always an app
for that. Think
service first
then channel of
delivery

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| PRINCIPLES
4. See the big
picture, see the
details. When
designing - hold
the space
between macro
and micro

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| PRINCIPLES
5. Language is
important,
content matters.
From the name
of your service
to how you
explain services

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Firmstep set you up to be
in control of your service
design. So take
advantage of that.
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55. 55
Design
Digital
Org
Capability
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| DESIGNING FOR USER NEEDS
wearesnook.com
@wearesnook
* We harm no badgers in
the making of great
public services

57. 57
Customer
Journey Mapping
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58. Design for Services Service Design
Journey Mapping
Journey mapping allows us to
document an experience
Do it retrospectively (analyse an
experience)
Use it to communicate a new
concept

59. Design for Services Service Design
Journey Mapping
We break down the core parts of the
experience
Start macro to see the whole
experience
Move to micro lens and focus in on a
part of the process based on the
challenges

60. Design for Services Service Design
Journey Mapping
Journey maps can highlight the emotional experience
• Start with the core interaction
• Map either side of it, a service has a beginning, middle and end
• Ask ‘what happened next?’
• Map the core touchpoints
• Identify key stages (macro and then micro)
• Map how the person felt
• Map what they said about it
• Draw an experience curve

61. Design for Services Service Design
Journey Mapping
Identify the pain points
• Where are the highs?
• Where are the lows?
• Are there specific points for change?
• Is it a bigger macro issue?
• Can we do something better upfront?

62. 62
Ugh Eurostar
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63. Design for Services Service Design
| PRINCIPLES

64. Design for Services Service Design
| PRINCIPLES

65. Design for Services Service Design

66. Design for Services Service Design
| PRINCIPLES

67. Design for Services Service Design
Journey Mapping
Now it’s your turn!
• Say hello to the person next to you
• Have a chat about services you’ve experienced recently
• Select a example between you
• Try to choose a lengthy and problematic example!
• Journey map your experience using the templates in your packs