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

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

Megan Erin Miller

May 12, 2015
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  1. None
  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
  3. I do design.

  4. “Designer”

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  7. How much do you charge?

  8. $!

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

  10. Our mandate: BEAUTIFUL & EFFECTIVE SITES FOR STANFORD

  11. 140 site requests

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  13. 2012

  14. Today

  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?

  26. Let’s start with a story...

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  36. Service Ecosystem

  37. Service Ecosystem

  38. Service Ecosystem

  39. Service Ecosystem

  40. Service Ecosystem

  41. Service Ecosystem

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

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

    by your customers.
  44. Service Ecosystem All points of interaction involved in the creation

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

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

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

  48. Use Case An iconic customer journey that is useful in

    understanding a service experience.
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  55. ?

  56. Howard

  57. Howard Department Manager

  58. Howard Department Manager $

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  60. ? ? ? ? ?

  61. $

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  68. Service Page

  69. Service Page Demo

  70. Service Page Demo Product Roadmap

  71. Service Page Demo Product Roadmap Request Form

  72. Service Page Demo Product Roadmap Request Form

  73. Service Page Demo Product Roadmap Request Form

  74. Mapping the Service Ecosystem

  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

  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

  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

  97. Step description 1 Touchpoint Actor System Observation/Fact Metric/Data callout Follow-up

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

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

    question Policy/Rule Moment of Truth Opportunity Capture insight
  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

  103. Most people Most systems

  104. Most people Most systems Most opportunities

  105. Most people Most systems Most opportunities

  106. Step 2 They email Sara directly to inquire about our

    services. A decision-making tool for clients to choose features?
  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.
  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.
  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

  112. Opportunity Scoping Defined outline of how improvements could be made

    based on opportunities discovered in blueprinting.
  113. The Plan! ❏ “Build your site” tool ❏ New “custom”

    site service ❏ Database automation ❏ Automated deployment reports
  114. Understanding, at scale

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

  116. 8 Principles of SXD

  117. 1. Experience-focused At the core of service design is a

    focus on the customer’s experience of your service.
  118. 2. Narrative-driven Service experiences are best understood as stories unfolding

    over time.
  119. 3. Relationship-centric Understanding the value and nature of relationships is

    central to designing services.
  120. 4. Co-Creative All stakeholders should be included in the design

    process in order to uncover true insight.
  121. 5. End-to-End Understanding end-to-end is the best way to generate

    true insight into service improvements.
  122. 6. Surface-to-Core End-to-end is incomplete without a deep understanding of

    surface-to-core.
  123. 7. Holistic Generating insight requires a holistic approach to understanding

    a service’s context.
  124. 8. Iterative For long-term value, you need an iterative process

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

  126. What now?

  127. Experience prototyping

  128. Experience Prototype A rapidly created, MVP simulation of a multi-channel

    experience to test a new or improved service design.
  129. “What is the minimum creation required to simulate the experience?”

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

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

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

  133. Collect better data

  134. Informed Insight You need real customer data.

  135. Prioritize

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

    service?
  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
  143. Discovery Research & Interviews Web Governance Customer Journey Mapping Service

    Blueprinting Service Ecosystem Mapping Information Architecture Content Model Brand & Messaging Content Strategy
  144. Service Experience Design as a service?

  145. Think BIG

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  147. “Designer”

  148. A Toolkit

  149. 1. Map the ecosystem Know your service Map all touchpoints

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

  151. 3. Outline the steps Get the right people Service blueprint

    Use real data
  152. 4. Identify opportunities Questions Moments of truth Opportunities

  153. 5. Prototype the experience Test your improvements Simulate with real

    clients Remember, MVP
  154. Service Experience Design

  155. Levelling up

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

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