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Going beyond the product: Designing for service

Going beyond the product: Designing for service

Today, design strategy focuses on “the product” and its digital interfaces. But this vantage point ignores a key component to company success: the customer’s end-to-end, cross-channel experience with your organization.

Enter service design, a methodology created to bridge the gap between siloed product flows and customer realities. Service design flips our perspective to the outside-in: it offers techniques to chart the customer’s holistic journey, visualize friction, and uncover actionable insights that “UX” won’t see.

In this talk, we’ll hear from the founders of Practical Service Design, Erik Flowers and Megan Miller who will teach us about this emerging field of design, show what it looks like in practical application, and make the case that Silicon Valley desperately needs to adopt service design.

Presented at PlanGrid during SF Design Week – June 20, 2017

Megan Erin Miller

June 20, 2017

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  1. Going beyond the product: Designing for service Erik Flowers &

    Megan Miller // Practical Service Design // June 20, 2017
  2. Erik Flowers @erik_flowers Megan Miller @meganerinmiller

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  4. What is Service Design?

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  10. Designing for Service

  11. What does it mean to serve? Perform and provide. Facilitate,

    enable, and assist.
  12. Designing for Customer Benefit End-to-end experiences that are frictionless, cohesive,

    and designed from the customer point of view.
  13. Designing for Organization Benefit Improving our underlying support structures, employee

    experiences, and end-to-end understanding.
  14. Designing for service Practical application of design to ensure successful

    delivery of the customer and organizational benefits.
  15. Setting the Stage

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  18. Front Stage - Visible to Customer Channels, products, actors, touchpoints,

    interfaces, interactions, conversations… Back Stage - Not Visible to Customer Processes, policies, actors, systems, technology, infrastructures…
  19. ...Behind the Scenes Guiding principles, internal constraints, regulations, legal requirements,

    organizational structures, business culture…
  20. Customer’s behind the scenes Our behind the scenes Frontstage Backstage

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  22. Designing for service delivery

  23. But, you don’t have to be a “service provider” to

    design for service.
  24. So...

  25. How is this different than what I am already doing?

    “Service Design”
  26. Service Design is not UX.

  27. We need to evolve our practice as designers

  28. Service Design in Action

  29. Building capability

  30. In yourself… Building capability

  31. Core Capabilities Empathy Communication Facilitation Systems thinking Synthesis Future visioning

    Storytelling Visualization Making
  32. Mindset End to End Surface to Core Holistic Strategic Integrative

  33. Methods Research Synthesis Mapping Prototyping Blueprinting Storyboarding Planning

  34. In your organization... Building capability

  35. (Service) Design Maturity Culture Practice Process Discourse Structure Capacity

  36. Case study Designing for service at Intuit

  37. <Erik case study>

  38. <Erik case study>

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  40. <Erik case study>

  41. <Erik case study>

  42. Case study Launching Service Design in Stanford University IT

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  51. The state of Silicon Valley

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  53. Products are service delivery vehicles

  54. Organizations are structured around product, not service mission

  55. Product-based org Service-based org

  56. Provocations

  57. How might we… Bring service design to our organizations?

  58. How might we… Evolve our design practice?

  59. How might we… Act end-to-end?

  60. How might we… Design for service?

  61. Let’s keep talking!

  62. @erik_flowers @meganerinmiller Follow us www.practicalservicedesign.com Download the Guide Join the

    Community Take the class! Practical Service Design
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  64. Let’s chat about all things service design!