Cooper Parlor: Service Blueprinting

1. Service Blueprints Izac Ross | April, 3 2014

2. @zaic

3. @Cooper

4. Agenda What are Services? Anatomy of service blueprints When to use them? Practice Q&A

5. What are services?

6. …intangible economic goods

7. …outcomes in which customers do not take ownership of physical elements involved.

8. Services are co-created by service users and service employees.

9. Your outcome and experience is likely to be very different than mine.

10. More than just the “user” - Service customers Service users Frontstage employees Backstage employees Partner employees

11. GIVE Time Money Skilled labor Goods Information Data Knowledge Aesthetics Experiences GET Time Money Skilled labor Goods Information Data Knowledge Aesthetics Experiences

16. Exchanges occur through mediums...

17. called Touchpoints

18. Palette of 5 types touchpoints People Employees and other customers encountered while the service is produced. Place The physical space or the virtual environment through which the service is delivered. Prop The objects and collateral used to produce the service encounter. Forms, products, signage, etc. Partner Other businesses or entities that help to produce or enhance the service encounter. Process Workflows and rituals that are used to produce the service encounter. Relates the people, place, props, and partners.

19. Frontstage ! Backstage ! Partners

20. Service Cycle Entise Enter Experience Exit Extend Use Retain Orient Attr act Entice Developed with Liz Burow

21. What has 30 years done to services?

22. What has 30 years done to services?

23. Checks Phone Mail Branch 4 channels

24. Checks Phone Mail Branch Debit card ATM Online banking Mobile web Txt iPhone Android  Mobile check deposit Retail partners Twitter 14 channels

26. ! Printing press ! ! ! ! Graphic Design

27. ! Printing press ! ! ! ! Graphic Design ! Industrial   age ! ! ! Industrial Design

28. ! Printing press ! ! ! ! Graphic Design ! Industrial   age ! ! ! Industrial Design ! Computer age Mobile age ! ! ! Interaction design

29. ! Printing press ! ! ! ! Graphic Design ! Industrial   age ! ! ! Industrial Design ! Computer age Mobile age ! ! ! Interaction design ! Coordinating all these resulting channels ! ! Service design

30. ! Printing press ! ! ! ! Graphic Design ! Industrial   age ! ! ! Industrial Design ! Computer age Mobile age ! ! ! Interaction design ! Coordinating all these resulting channels ! ! Service design

34. Your B2B “product” is one of your customer’s touchpoints

35. Service Blueprints

36. A customer journey that exposes the structure of the a service

37. Service blueprints - map the value exchanges and touchpoints - clarify the interactions between customers, digital interface, & employees - reveal how these are supported by backstage activities

38. Anatomy of a blueprint

39. Blueprint example: Pharmacy drop-off and pickup

40. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action

41. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy

42. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy

43. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer

44. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer Credit card Terminal asks for payment (see sub process 1.4a)

45. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer Credit card Terminal asks for payment (see sub process 1.4a) POS POS: payment Approved Pharmacist fills prescription Places in appropriate bin Fulfillment Queue Inventory management system POS POS prompts pharmacist to fill the next script in queue Internal inventory management system Accounting system

46. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer Credit card Terminal asks for payment (see sub process 1.4a) POS POS: payment Approved Pharmacist fills prescription Places in appropriate bin Fulfillment Queue Inventory management system POS POS prompts pharmacist to fill the next script in queue Internal inventory management system Accounting system Drug supplier Goods supplier Payment processor Insurance provider pays benefits portion of script Insurance company 15-45 days later

47. Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action 5-45 min X day 0-15 min 5-10 min25-90 days # of people in queue Time to front of queue Drug in stock Price of drug Length of wait time for pick up # of people in queue Time to front of queue Prescription is filled on-time Clear method of refill 30 sec 0-15 min 0-15 min1-10 min Retail location Signage In-store wayfinding Length of queue State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription bottle Drug info sheet Bag, Receipt Prescription bottle Prescription/Script Insurance Card State ID Queues to pick upEnters pharmacy Queues and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill script on time, with expected cost Agrees on time to pick up Verifies identity Pays for prescription and other items Refill Request With prescription in hand, exits the pharmacy Retrieves filled prescription and scans the barcode Collects script, insurance, and identifying information Provides a time frame Asks for identifying information Places prescription and receipt in bag. Gives bag to the customer Credit card Terminal asks for payment (see sub process 1.4a) POS POS: payment Approved Pharmacist fills prescription Places in appropriate bin Fulfillment Queue Inventory management system POS POS prompts pharmacist to fill the next script in queue Internal inventory management system Accounting system Drug supplier Goods supplier Payment processor Insurance provider pays benefits portion of script Insurance company 15-45 days later

49. Props Place Experiences, Thinking, Actions People Process Process Process People Physical Evidence Customer Action Support Processes Time Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage action Partners Process People

50. is one person’s experience through a single path

51. blueprints have altitude

53. A few lessons from a long blueprint...

54. Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer

55. Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer vertical line crossing = value exchange

57. Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer Arrow direction = control   dependency

59. Physical Evidence Customer Action Support Processes Time Quality Measures Service Employees (HHI) Digital & Devices (HCI) Line of Interaction Line of Visibility Line of Internal Interaction Backstage Action Ques to pick up Retail Location Signage 0-15 min 1-3 min 20 sec 5-45 min or next day 0-15 min 0-15 min 30 sec 5-10 min25-90 days # of people in que, time of que In stock Price Length of wait time Rate of pharmacist # of people in que, time of que promised time is full-filled Consultations are offered Clear method of refill In store way finding Length of que State ID if controlled substance Prescription Script bins Credit card terminal Loyalty card Prescription Store bag Perscription bottle Prescription/Script Insurance Card State ID Enters pharmacy Ques and waits to talk to pharmacist/ assistant Verifies that pharmacist can fill it on time/on cost Agrees on time to fill/pick up Verifies identity Retrieves filled prescription and scans the barcode POS POS: payment Approved Pays for prescription Requests Refill Exits the Pharmacy Pharmacist fills prescription drug supplier goods supplier Payment processor Benefits provider pays for remainder script cost Places in appropriate bin Collects script, Insurance, and identifying information. Provides a time frame Fulfillment Que Inventory management system POS POS prompts pharmacist to fill the next script in que Internal inventory management system Accounting system Insurance company Asks identifying information and insurance Places prescription and receipt in bag. Gives bag to the customer Double arrow indicates   agreement must be reached to move process forward

61. When to use this technique...

62. you are designing services with a mix of digital and non-digital touchpoints. A good tool when...

63. your clients have lost track of how the service gets produced. A good tool when...

64. many IT systems, people, props, and partners are involved in creating an outcome. A good tool when...

65. seeking to formalize high-touch services into lower touch forms. A good tool when...

67. BP

68. BP BP

69. BP BP BP

70. Map & redesigning a dry cleaners

71. Map & redesigning a dry cleaners

72. Activity: Collect

73. Activity 1: Collect Duration - 10 mins ! 1. Find the person in your group who last used a dry cleaners or wash & fold 2. Assign one person in the group to be the interviewer, other group members should talk notes 3. Use the worksheet as a interview instrument to ﬁnd out about their experience using the service

74. Feel like experts on dry cleaning?

75. Activity: Blueprint the current

76. Activity: the current Duration - 20 mins ! 1. Start with the ‘physical evidence' and ‘customer action’ used your interview as a guide 2. Fill in the ‘service employees'   ‘digital & device,’ and ‘backstage action’ simultaneously 3. Identify the ‘support processes’ 4. Add connections and arrows

80. Spend 5 min marking the following Painpoints Must ﬁx, areas of complaint, drop off points, potential failures Financial  opportunities Save money, charge more, additional services, etc. Feedback   loops Places to measure service quality Service   strengths Aspects that should be maintained

81. Activity: Generate

82. Your dry cleaner has hired you because he has a few service issues and he knows you are an awesome service designer...

83. Locations Services Hours Equipment capacity used “The location you go to” Laundry mat Drop off dry cleaning Wash and fold 8 am - 10 pm 35% use Mission (24th) Dry Cleaning Alteration 8 am - 6 pm 30% use Mission (16th st) Dry Cleaning Alteration 8 am - 6 pm 40% use The Tender Nob Laundry mat Drop off dry cleaning Wash and fold 8 am - 10 pm 20% use 4 other stores in San Fransisco

84. He wants to get more business per store but: - stores are out of space - customers don’t pick up on time - He has trouble acquiring customers outside of a 3 block radius of each store - 80% customers return rate

85. Activity: Generate Duration - 10 mins ! 1. Use the index cards to generate ideas based on your pain points and opportunity areas 2. Place them along the journey ! Bonus points time and quality measures

86. A few things to consider when using service blueprints for ideation: - large time gaps between customer actions are always opportunities - movings activities up or down a lane can provide huge innovation opportunities - removing extraneous steps or props can simplify for customers

87. Activity: Redesign

88. Activity: Redesign Duration - 20 mins ! 1. Use voting dots do decide team favorite ! 2. Based on your team’s selected ideas, see how the ideas would alter the service the blueprint

89. Take Aways?

90. Socialize them...

91. your blueprint

92. Implementation

93. …a change is a project

94. Don’t stop with the blueprint

95. Enact...

99. Remember we are designers...

100. We have hands... go build...

103. @zaic | @cooper

Cooper Parlor: Service Blueprinting

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