Presented at day 1 by Nick Remis and Izac Ross of the SF service jam

1. SAN FRANCISCO
GLOBAL SERVICE JAM 2014

2. @SDNSF @Cooper

3. Meet your volunteer facilitators!

4. Friday

5. Housekeeping

6. What is a Jam?

8. 100+ jams working on the same theme..

9. Creating something that
you could not create by yourself

10. Show don’t tell

11. Build on other jammer’s ideas

12. Have fun!

13. Overview of the weekend!

14. Don’t get too deep

15. If can’t choose a direction, prototype both

16. Bring the service to life

17. We’re more concerned with if there should
be a brochure, not it’s layout.

18. SAN FRANCISCO
GLOBAL SERVICE JAM 2014
Service Design… what?

19. What has 30 year done to services?

20. BIG IDEA
Checks
Phone
Mail
Branch

21. BIG IDEA
Checks
Phone
Mail
Branch
Debit card
ATM
Online banking
Mobile web
Txt
iPhone
Android
Mobile check deposit
Retail partners
Twitter

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

23. BIG IDEALove...

24. BIG IDEALove...

25. BIG IDEAHate…

26. BIG IDEA
80%
of service companies
believe that they have a
superior service
proposition
8%
of customers agree

27. BIG IDEA
Service
Anticipation
Gap
8%
of customers agree

28. What are services?

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

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

31. BIG IDEA
More than just the user
Service customers
Service users
Frontstage employees
Backstage employees
Partner employees

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

33. BIG IDEA
GIVE
Time
Money
Skilled labor
Goods
Information
Data
Knowledge
Aesthetics
Experiences
GET
Time
Money
Skilled labor
Goods
Information
Data
Knowledge
Aesthetics
Experiences

34. BIG IDEAExchanges occur through mediums…

35. BIG IDEACalled touchpoints…

36. BIG IDEAPeople
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.
The 5 P’s…

37. BIG IDEA
Which take place over time…
Service Cycle
Entise
Enter
Experience
Exit
Extend
Use
Retain
Orient
Attr
act
Entice

38. BIG IDEA
Which take place over time…
Service Cycle
Entise
Enter
Experience
Exit
Extend
Use
Retain
Orient
Attr
act
Entice

39. BIG IDEA
Front stage
!
Back stage

40. SAN FRANCISCO
GLOBAL SERVICE JAM 2014
Service Design...

41. SAN FRANCISCO
GLOBAL SERVICE JAM 2014
User centered

42. SAN FRANCISCO
GLOBAL SERVICE JAM 2014
Holistic
IN HOUSE
ENTITIES
SECONDARY
PARTNERS
DIRECT
PARTNERS
$
$
$
SELL
PAYFORENERGYSELLEXCESSENERG
Y
CERTIFIES ENERGY PRODUCTS
SELL
SELL
FUNDING&INCENTIVES
PROVIDE ECO MORTGAGE SECURITIES
CLIENTS &
CERTIFICATION
COM
M
ISSION
&
PRICING
PROVIDE SATELLITE DATA
PROVIDES
DATA
&
CERTIFICATION
OF
PRODUCTS
SELL
SELL
SELL
SELL
TECH DATA
REGULATE ENERGY MIX/CARBON ALLOWANCES
REGULATE ENERGY MIX/CARBON ALLOWANCES
SELLENERGY
SUBSIDIZESCONSUMERCOST
DETERMINE
DETERMINEABOUTOFECOLOANS
CONTRACT
CONTRACT
REGULATEDEMAND
REGULATEDEMAND
DETERMINE POLICY
DETERMINE POLICY
PROVI
DE
ENERGY BILL DATA
$
$
$
$
$
$
!
$
Cash Sources
Threats to Peek
$
COMMISSIONSTOBUILD
COMMISSIONS TO BUILD
INSTALL AND SUPPORT
Peek
Renewable
Energy
Certificates
Personal
PV System
Installation
Energy
Brokerage
Department of
Energy
Fannie &
Freddie May
Local Utilities
!
Renewable
Electricity
Providers
Renewable
energy
certificate
providers
Carbon Offset
providers
Green-E
!
ISOs
Mint.com
Smart Grid
Policy
Federal
Government
!
State
Government
!
Local Utilities
Home Owners
with renewable
Power
Resources
Green-E
OEM for
Controller
Boxes
Solar Panel
OEMS
!
Solar Panel
Dealer/
Installers
EEM Auditors
Contractors for
Home Efficiency Local Utilities
Credit Bureaus
Smart Grid
Policy
!
Local and State
Government
!
Congress
Bing Maps
OEM for
Controller
Boxes & in
Home Energy
Monitoring
touchpoints
peek

43. SAN FRANCISCO
GLOBAL SERVICE JAM 2014
Co-creative

44. SAN FRANCISCO
GLOBAL SERVICE JAM 2014
Sequential

45. SAN FRANCISCO
GLOBAL SERVICE JAM 2014
Evidenced

46. SAN FRANCISCO
GLOBAL SERVICE JAM 2014
Service design tools

47. Expansive tools
Service design has a wonderfully diverse toolset and range of
methodologies.

48. Your best tool is other Jammers
I’m not just saying that. They really are.

49. Journey mapping
Map out the customer’s journey through an existing
or future service.

50. Journey mapping
By maybe more like this.

51. Service Blueprinting
A good tool for exploring the operations of your service. Think of
it like an architectural blueprints, it tells you how to build it.

52. Service Blueprinting
By maybe more like this.

53. The business model canvas
Great tool if your service involved a business model
innovation or change.

54. Value prop canvas
For the Jam it may be a bit overcomplicated. But a good tool if
you’re stuck.

55. Storyboarding
Excellent tool for refining your service story and communication.
Don’t worry about the quality of the drawing. Go for it!

56. Paper prototyping
If you need to work out an interface a paper prototype is the way
to do. Quick, easy, and beast of all, easy to change.

57. Desktop models
If your service has a large environmental component, grab some
foamcore and whip one up.

58. Rough prototyping
Don’t try and make the prototype real right off the bat. Start rough
and iterate, learning as you go. You can use the play room.

59. Bodystorming
Get active and brainstorm with your body.

60. Experience videos
Grab an iPhone and start shooting. Cup your hand over the base
for better audio. We have phone booths for voiceovers.

61. www.servicedesigntools.org
A great resource for additional tools or more information.

62. Now get out there and get
your Jam on

63. Let’s break the ice a bit

64. And the theme is…

66. Shout out what the
theme means to you.

67. • With your group (still not final
group) generate some service
areas to explore based on
theme. For example, a service
for addressing community
elder care.
• The prompt: “What if we used
____ to address ____”
• Remember to think outside
the… box?
• Select 2 ideas to share with
the whole SF Jam.
Idea brainstorm
Service categories
• Government
• Community
• Business to business
• Sharing platforms
• Rental
• Transportation
• Healthcare
• Legal
• Food services
• Entertainment
• Financial services

68. Share top exploration areas
with Jam

69. Team selection

70. Overview of what’s needs to
happen before heading home
• Get to know your team
• Create your focus statement
• Make a team page on the planet jam site
• Post your focus statement to your project page

71. Get to know your team
• Find a work area. Marked with the jam jars.
• Exchange contact info
• As a team, each member states their reason for
attending the jam, what they hope to get out of it,
something they can offer the group, and something
the group could help them with.
• Name your team

72. Focus statement
• What sector are you working in?
• What are you focusing on for the Jam? (for
example: we want to explore improving the service
experience for package delivery)
• We’re not looking for solutions. Just a direction to
head in Saturday morning.

73. The Jam is on!
Meet back up here at 8:45pm to share your focus statement.

74. Share your teams focus
statement

75. Saturday

76. Sunday

77. Before you leave
• Tomorrow your on your own for meals. Fit them into
your workflow.
• Bring tools
• Camera
• Legos or simular
• Notebook
• Laptop
• Bring a random toy or prop for you and other
jammers to use.
• Doors open at 9am. Coffee and snacks will
be provided