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

Transcript

1. Going beyond the product:
   Designing for service
   Erik Flowers & Megan Miller // Practical Service Design // June 20, 2017
   

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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
    

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

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12. Designing for
    Customer Benefit
    End-to-end experiences that are
    frictionless, cohesive, and designed
    from the customer point of view.
    

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13. Designing for
    Organization Benefit
    Improving our underlying support
    structures, employee experiences,
    and end-to-end understanding.
    

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14. Designing for service
    Practical application of design to
    ensure successful delivery of the
    customer and organizational benefits.
    

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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…
    

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19. ...Behind the Scenes
    Guiding principles, internal constraints,
    regulations, legal requirements, organizational
    structures, business culture…
    

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20. Customer’s behind the scenes
    Our behind the scenes
    Frontstage
    Backstage
    

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22. Designing for service delivery
    

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

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24. So...
    

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25. How is this
    different than what
    I am already doing?
    “Service Design”
    

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26. Service Design
    is not UX.
    

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27. We need to evolve our
    practice as designers
    

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28. Service Design
    in Action
    

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29. Building capability
    

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30. In yourself…
    Building capability
    

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

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32. Mindset
    End to End
    Surface to
    Core
    Holistic
    Strategic
    Integrative
    Co-Creative
    

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33. Methods
    Research
    Synthesis
    Mapping
    Prototyping
    Blueprinting
    Storyboarding
    Planning
    

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34. In your organization...
    Building capability
    

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

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36. Case study
    Designing for service
    at Intuit
    

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37. 
    

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41. 
    

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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
    

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54. Organizations are structured
    around product,
    not service mission
    

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55. Product-based org Service-based org
    

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56. Provocations
    

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

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58. How might we…
    Evolve our design practice?
    

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59. How might we…
    Act end-to-end?
    

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60. How might we…
    Design for service?
    

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61. Let’s keep talking!
    

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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!
    

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