Deep Service Design

I presented the seminar-style "Deep Service Design" at Designing For Digital in April, 2017, where I both tried to introduce service design and a takeaway practice that included three approaches -- jobs to be done, the Kano model, and the service blueprint -- as well as try to rationalize service design with user experience design.

Transcript

1. Deep Service Design
2. Hi. I’m Michael! Good to meet you. @schoeyfield | libux.co michael@schoeyfield.com
3. same page you are here
4. I will argue that the status of service design and its impact as a professional field is impacted by the absence of a single consistent definition of the area, while the spread of professional practices and the varied backgrounds and training of its practitioners. — Jess Leitch
5. #LibUX Service design is an emerging field focused on the creation of well thought through experiences using a combination of intangible and tangible mediums. — The Copenhagen Institute of Interaction Design, 2008
6. #LibUX Service design is a user centered approach to designing products and services, aiming to give the user a unique and memorable experience as well as optimizing business processes. — Amiz Azipoor,
7. #LibUX Service design is a holistic, co-creative, and user-centered approach to understanding customer behavior for the creation or refining of services. — Joe Marquez and Annie Downey
9. The user experience is the measure of your end-user’s interaction with your library: its brand, its product, and its services.
10. The user experience is the measure of your end-user’s interaction with your library: its brand, its product, and its services.
11. The user experience is the measure of your end-user’s interaction with your library: its brand, its product, and its services. User experience design describes the use of tools, techniques, and the creative application of behavioral knowledge about users to improve that user experience.
20. #LibUX In a model where the user experience is a success metric, and user experience design describes the use of tools, techniques, and the application of behavioral knowledge to improve that metric, then the service design — concerned with the systems that underlie a service as its performed — determines the potential impact UXD can have on that score.
21. service designers design services to improve user experience what we do it for what we do they won’t ever admit this but
22. When 
 I want to so I can 

23. When 
 I want to so I can 
 I see an opportunity to make a part of our service better
24. When 
 I want to so I can 
 I see an opportunity to make a part of our service better design the shit out of it
25. When 
 I want to so I can 
 I see an opportunity to make a part of our service better design the shit out of it make the UX better!
26. When 
 I want to so I can 

27. When 
 I want to so I can 
 [situation]
28. When 
 I want to so I can 
 [situation] [motivation]
29. When 
 I want to so I can 
 [situation] [motivation] [expected outcome]
30. As a 
 I want to so I can 

31. As a 
 I want to so I can 
 [persona]
32. As a 
 I want to so I can 
 [persona] [action]
33. As a 
 I want to so I can 
 [persona] [action] [expected outcome]
34. Some services are better defined by the job they do than the customers they serve.
36. As a 
 I want to so I can 

37. As a 
 I want to so I can 
 YOUNG DAD
38. As a 
 I want to so I can 
 YOUNG DAD SEE UPCOMING EVENTS
39. As a 
 I want to so I can 
 YOUNG DAD SEE UPCOMING EVENTS ENTERTAIN AND EDUCATE THE KIDDO
40. When 
 I want to so I can 

41. When 
 I want to so I can 
 I am planning my trip to the library
42. When 
 I want to so I can 
 I am planning my trip to the library see upcoming events, exhibits, and programs
43. When 
 I want to so I can 
 I am planning my trip to the library see upcoming events, exhibits, and programs prepare and time my trip properly
44. The Jobs-to-be-Done framework focus on uncovering the functional, emotional, and social circumstances that influence the users’ decision making process when they switch from one service to another. Jobs to be Done
45. insideintercom.io
46. I go to the library to _
47. I go to the library to _ pass this class
48. The services libraries provide are means to an end.
49. The services libraries provide are replaceable.
50. Understanding the job to be done is the key to designing useful services.
51. First Thought The JTBD Timeline Passive Looking Event #1 Active Looking Event #2 Deciding Buying Experiencing Satisfaction
52. jtbd.info
53. First Thought The JTBD Timeline Passive Looking Event #1 Active Looking Event #2 Deciding Buying Experiencing Satisfaction
54. Jim Kalbach’s Practical Model for JTBD
57. DELIGHT HIGH FRUSTRATION LOW
58. DELIGHT HIGH FRUSTRATION LOW
59. ux DELIGHT HIGH FRUSTRATION LOW
60. ux DELIGHT HIGH FRUSTRATION LOW
63. Kano substantiated in a 900-person study that customers responded to features in five different ways. These, as our model takes shape, can be largely represented as curves across the quadrants we see emerge from behind the axes. Emotional response types
70. Kano created a reliable and really quite straightforward method for measuring users’ reactions to the presence of a feature. There is some amount of footwork involved for library staff tasked with performing administering the survey, but the ease of the methodology makes this model is a real convenience. Measuring responses
71. How would you feel if this feature were present?
72. How would you feel if it weren’t?
73. How would you feel if it weren’t?
74. How would you feel if it weren’t?
75. How would you feel if it weren’t? I like it
76. How would you feel if it weren’t? I like it I expect it
77. How would you feel if it weren’t? I like it I expect it I am neutral
78. How would you feel if it weren’t? I like it I expect it I am neutral I can tolerate it
79. How would you feel if it weren’t? I like it I expect it I am neutral I can tolerate it I dislike it
84. practicalservicedesign.com
86. libux.co/blueprint-for-trello sorry if it sucks
87. Thanks! @schoeyfield | libux.co michael@schoeyfield.com