Designing End-to-End Experiences: Why we need Service Experience Design

Designing a website is not just about designing good user experience. It’s about designing new processes, new identities, and new partnerships.

When we engage with a client on a web design project, we are engaging with the totality of what they offer their customers. In many cases, the website is just a stop along the journey their customers take. Decisions we facilitate on web content, architecture, and design impact the ways our clients work and the end-to-end experience of their customers.

As true designers of experiences, and not just touchpoints, we have an opportunity to be more intentional in our practice to support the human systems impacted by our designs.

We need to think bigger.
We need to consider the whole journey, end-to-end and top-to-bottom.
We need Service Experience Design (SXD).

In this talk, I’ll share my journey into SXD, and why everything I learn makes me want to learn more.

Video of this talk available here: https://youtu.be/RxHpOACESKw

Transcript

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2. Designing End-to-End
   Experiences
   Why we need Service Experience Design
   Megan Erin Miller, Stanford Web Services
   @meganerinmiller • megan@meganerinmiller.com
   DrupalCon LA • May 12, 2015
   

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3. I do design.
   

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4. “Designer”
   

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7. How much do
   you charge?
   

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8. $!
   

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9. “Design”
   Satisfying the client, while
   upholding my aesthetic values.
   

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10. Our mandate:
    BEAUTIFUL
    & EFFECTIVE
    SITES FOR
    STANFORD
    

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11. 140 site requests
    

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14. Today
    

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15. HIGH QUALITY
    RAPID DELIVERY
    

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20. “Design”
    Crafting a good user experience
    for a scalable product.
    

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22. Service
    Experience
    Design
    

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25. What is SXD?
    

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26. Let’s start with a story...
    

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36. Service Ecosystem
    

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37. Service Ecosystem
    

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38. Service Ecosystem
    

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39. Service Ecosystem
    

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40. Service Ecosystem
    

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41. Service Ecosystem
    

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42. Terminology:
    Service
    Ecosystem
    Touchpoint
    End-to-End
    Use Case
    

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43. Service
    A holistic view of your
    brand offerings, as
    experienced by your
    customers.
    

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44. Service Ecosystem
    All points of
    interaction involved in
    the creation of and
    experience of your
    service.
    

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45. Touchpoint
    A single point of
    interaction between
    the customer and the
    service.
    

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46. Channel
    The mediums in
    which touchpoint
    interactions take
    place.
    

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47. End-to-End Experience
    The customer’s
    experience of your
    service, over time.
    

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48. Use Case
    An iconic customer journey that is useful in
    understanding a service experience.
    

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55. ?
    

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56. Howard
    

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57. Howard
    Department
    Manager
    

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58. Howard
    Department
    Manager
    $
    

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60. ? ?
    ?
    ? ?
    

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61. $
    

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68. Service
    Page
    

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69. Service
    Page
    Demo
    

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70. Service
    Page
    Demo
    Product
    Roadmap
    

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71. Service
    Page
    Demo
    Product
    Roadmap Request
    Form
    

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72. Service
    Page
    Demo
    Product
    Roadmap Request
    Form
    

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73. Service
    Page
    Demo
    Product
    Roadmap Request
    Form
    

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74. Mapping the
    Service Ecosystem
    

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75. Service Ecosystem Map
    Relational diagram showing
    all touchpoints involved in your
    service ecosystem, clustered
    by context.
    

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77. Conversation
    Form
    Tool
    Product
    Presentation
    Website
    Social
    Physical
    Service
    

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81. Seeing End-to-End
    

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82. End-to-End Overview
    Overview document showing
    use cases as broad steps in the
    end-to-end experience of your
    customers and staff.
    

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89. Creating a
    Service Blueprint
    

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90. Service Blueprint
    Detailed analysis of steps in a
    specific use case for your
    service. This is where you can
    uncover true opportunities.
    

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92. Service
    Page
    Demo
    Product
    Roadmap Request
    Form
    

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96. http://www.cooper.com/journal/2014/8/service-blueprints-laying-the-foundation
    

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97. Step description
    1
    Touchpoint
    Actor
    System
    Observation/Fact
    Metric/Data
    callout
    Follow-up
    question
    Policy/Rule
    Moment of Truth
    Opportunity
    

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98. Step description
    1
    Touchpoint
    Actor
    System
    Observation/Fact
    Metric/Data
    callout
    Follow-up
    question
    Policy/Rule
    Moment of Truth
    Opportunity
    Paint the
    picture
    

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99. Step description
    1
    Touchpoint
    Actor
    System
    Observation/Fact
    Metric/Data
    callout
    Follow-up
    question
    Policy/Rule
    Moment of Truth
    Opportunity
    Capture
    insight
    

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100. Step description
     1
     Touchpoint
     Actor
     System
     Observation/Fact
     Metric/Data
     callout
     Follow-up
     question
     Policy/Rule
     Visible Hidden
     Step description
     1
     Touchpoint
     Actor
     System
     Observation/Fact
     Metric/Data
     callout
     Follow-up
     question
     Policy/Rule
     

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102. Most
     people
     

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103. Most
     people
     Most systems
     

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104. Most
     people
     Most systems
     Most
     opportunities
     

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105. Most
     people
     Most systems
     Most
     opportunities
     

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106. Step 2
     They email Sara directly to
     inquire about our services.
     A decision-making tool for
     clients to choose features?
     

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107. Step 4
     Fit discussion between SWS
     and the client.
     When a project isn’t a fit, maybe
     it’s “custom” and we don’t talk
     about Jumpstart at all.
     

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108. Step 12
     Site deployment 3) Deploy
     Jumpstart profile to thier site.
     We could automate creating
     new databases so that more
     than one deployment can
     happen at once.
     

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109. Step 14
     Site deployment 5) Add site info
     to the client tracking database.
     Create a terminal script that
     spits out a report that gives our
     staff the info we need to put in
     the database.
     

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111. Identifying
     opportunities
     

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112. Opportunity Scoping
     Defined outline of how
     improvements could be made
     based on opportunities
     discovered in blueprinting.
     

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113. The Plan!
     ❏ “Build your site” tool
     ❏ New “custom” site
     service
     ❏ Database automation
     ❏ Automated deployment
     reports
     

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114. Understanding, at scale
     

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115. End-to-End Overview
     Service Ecosystem
     Service Blueprint
     Opportunity Scoping
     

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116. 8 Principles of SXD
     

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117. 1. Experience-focused
     At the core of service design
     is a focus on the customer’s
     experience of your service.
     

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118. 2. Narrative-driven
     Service experiences are best
     understood as stories unfolding
     over time.
     

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119. 3. Relationship-centric
     Understanding the value and
     nature of relationships is central
     to designing services.
     

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120. 4. Co-Creative
     All stakeholders should be
     included in the design process
     in order to uncover true insight.
     

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121. 5. End-to-End
     Understanding end-to-end
     is the best way to generate
     true insight into service
     improvements.
     

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122. 6. Surface-to-Core
     End-to-end is incomplete
     without a deep understanding
     of surface-to-core.
     

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123. 7. Holistic
     Generating insight requires a
     holistic approach to
     understanding a service’s
     context.
     

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124. 8. Iterative
     For long-term value, you need
     an iterative process integrated
     into the organization.
     

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125. SXD Principles
     Experience-focused
     Narrative-driven
     Relationship-centric
     Co-Creative
     End-to-End
     Surface-to-Core
     Holistic
     Iterative
     

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126. What now?
     

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127. Experience
     prototyping
     

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128. Experience Prototype
     A rapidly created, MVP
     simulation of a multi-channel
     experience to test a new or
     improved service design.
     

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129. “What is the minimum creation
     required to simulate the
     experience?”
     

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130. “What are we testing for, and
     how will we measure success?”
     

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131. StudioThick
     http://www.studiothick.com/case-studies/reimagining-government-transactions/
     

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132. StudioThick
     http://www.studiothick.com/case-studies/reimagining-government-transactions/
     

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133. Collect better data
     

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134. Informed Insight
     You need real customer data.
     

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135. Prioritize
     

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136. Narrowing focus
     Which use case will help you
     improve the service?
     

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137. Put it all together
     

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139. SXD + Drupal?
     

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142. Discovery
     Research & Interviews
     Web Governance
     Information Architecture
     Content Model
     Brand & Messaging
     Content Strategy
     

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143. Discovery
     Research & Interviews
     Web Governance
     Customer Journey Mapping
     Service Blueprinting
     Service Ecosystem Mapping
     Information Architecture
     Content Model
     Brand & Messaging
     Content Strategy
     

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144. Service Experience
     Design as a service?
     

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145. Think
     BIG
     

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147. “Designer”
     

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148. A Toolkit
     

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149. 1. Map the ecosystem
     Know your service
     Map all touchpoints
     Cluster by context
     

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150. 2. Identify a use case
     High-impact
     Cross-channel
     Multiple touchpoints
     

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151. 3. Outline the steps
     Get the right people
     Service blueprint
     Use real data
     

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152. 4. Identify opportunities
     Questions
     Moments of truth
     Opportunities
     

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153. 5. Prototype the experience
     Test your improvements
     Simulate with real clients
     Remember, MVP
     

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154. Service
     Experience
     Design
     

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155. Levelling up
     

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156. Resources
     www.meganerinmiller.com/sxd
     Megan Erin Miller
     @meganerinmiller
     megan@meganerinmiller.com
     

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