Introduction to Service Design

At Stanford, we as staff provide many types of "services" to our community, from administrative support to information technology, security, facilities, and much more. Providing quality, consistent services is at the heart of what we do.

Service design is an approach that applies design thinking and human-centered design to services, aiming to create exceptional end-to-end service experiences for our community. Megan Miller will introduce the basics of service design, its core concepts, methods, and principles, sharing how the University IT Service Design team is working to create consistent, quality experiences across the UIT service portfolio.

You will walk away inspired to take a new look at how your organization designs and delivers services to campus!

Presented February 13, 2018 at Turing Auditorium, Stanford University

Watch the recording:
https://uit.stanford.edu/service/techtraining/class/introduction-service-design

Transcript

1. Introduction to Service Design
   Megan Erin Miller, Service Design Manager, University IT // Stanford Tech Briefing // Feb. 13,
   2018
   

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2. W !
   

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3. Megan Erin Miller
   Service Design Manager
   University IT
   meganem@stanford.edu
   @meganerinmiller
   

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4. T …
   ● What is a service?
   ● What is design?
   ● What is service design?
   ● Thinking in services
   ● Applying service design
   ● The UIT Service Design team
   ● Going further…
   

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5. What is a ?
   

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6. A is…
   … a means of delivering to clients
   by facilitating that clients want to
   achieve without the of specific
   and .
   

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7. Services
   ● Hotels
   ● Restaurants
   ● Airports
   ● Taxis
   ● Delivery
   ● Dry cleaning
   ● Banking
   ● Hospitals
   ● etc.
   ● Libraries
   ● Government
   ● Police
   ● Fire stations
   ● Parks
   ● Non-profit
   ● Schools
   ● Wellness/Gyms
   ● etc.
   ● Public improvement
   projects
   ● Community
   ● Infrastructure
   ● Transportation
   ● Healthcare
   ● Bike schemes
   ● Insurance
   ● etc.
   

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8. Example:
   The value to the customer:
   ● Food I can’t cook myself
   ● Quality time with family & friends
   ● A memorable “outing”
   ● “Don’t have to think about dinner
   tonight”
   Costs & Risks owned by the service:
   ● Planning menus
   ● Sourcing ingredients
   ● Managing kitchen budget
   ● Mastery of cooking
   ● Preparation of food
   ● Cleaning up
   

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9. Example:
   The value to the customer:
   ● Convenient access to bikes as
   means of transportation
   ● Healthy, fast, affordable way to get
   around town
   Costs & Risks owned by the service:
   ● Bike ownership
   ● Bike maintenance
   ● Payment mechanisms
   ● Potential loss of bikes
   ● Procuring of bike parking spots
   

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10. Example:
    The value to the student:
    ● Access to world-class learning
    resources (faculty, libraries,
    classes, facilities)
    ● Structure provided to facilitate
    learning
    ● Degree granted with authority that
    certified student accomplishment
    ● Access to reputational benefits
    Costs & Risks owned by Stanford:
    ● Accreditation
    ● Operations management
    ● Technology support
    ● Facilities upkeep
    ● Salaries for employees
    ● Compliance
    ● etc.
    

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11. S differ from , in that they…
    ● Span a “lifecycle” of interaction
    ● Form a relationship over time
    ● “Provide and perform”
    ● Made of people, processes, places, props, and partners (5 P’s)
    

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12. Touchpoints in a
    

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13. The experience: a over time
    

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14. The of a service
    creates the
    between the service provider
    and the client.
    

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15. Service experience f
    

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16. Service experience f
    B f B D Af
    

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17. Service experience f
    

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18. Service experience: aka “F ”
    

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19. A in context of life
    

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20. Service experience: aka “F ”
    

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21. The “B ”
    C O S
    T
    H
    D
    S
    T
    H
    D
    S
    T
    

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22. Service delivery: aka “B ”
    L f
    V
    

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23. The S
    

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24. Service delivery: aka “B ”
    

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25. The Stages: the domain of
    

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26. Service lifecycle
    

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27. Two
    

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28. Flying …
    ?
    ?
    ?
    ?
    ? ?
    ? ?
    

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29. Designing for
    ● Client benefit: seamless, quality, consistent service
    experiences
    ● Organizational benefit: efficiency, integration, automation,
    process improvement, and also making employee’s lives
    better!
    

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30. E
    

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31. Libraries as a
    

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32. Libraries as a B
    Serving: Students, faculty
    Touchpoints: Searchworks,
    checkout, computer station, stacks
    Value: Access to hard-to-find
    content
    Costs/Risks: Acquisition, systems
    maintenance, cataloging, archiving
    

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33. Events as a
    

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34. Events as a R H
    Serving: Alumni
    Touchpoints: Paper invite,
    registration, class tent, schedule
    Value: Memories, networking
    Costs/Risks: Liability, food services,
    waste disposal, event production
    

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35. Research
    Administration
    as a
    

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36. Research
    Administration
    as a
    Q f
    Serving: Faculty PI’s
    Touchpoints: QCAP system, email
    Value: Assures compliance, accurate
    accounting
    Costs/Risks: System maintenance,
    audit compliance, staff assistance
    

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37. Security as a
    

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38. Security as a T -f
    Serving: All SUNet users
    Touchpoints: Weblogin, DUO, SMS
    Value: Verifies your identity, easy
    Costs/Risks: Identity management,
    secure integrations with SU systems
    

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39. Talent
    management
    as a
    

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40. Talent
    management
    as a
    M A
    Serving: Staff managers
    Touchpoints: Calendar invites,
    workbook, printed certification
    Value: Time for professional
    development, learning, networking
    Costs/Risks: Content, food, space
    

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41. Infrastructur
    e as a
    

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42. Infrastructur
    e as a
    D
    Serving: Departments, labs
    Touchpoints: Email, data center,
    remote server
    Value: Secure, reliable storage
    Costs/Risks: Cooling, backup power,
    maintenance, networking
    

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43. Stanford is
    full of .
    

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44. Your T ...
    Who do you serve?
    What are your touchpoints?
    What value are you providing?
    What costs and risks do you take
    on to deliver your service?
    What is the experience?
    

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45. What is ?
    

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46. Design is…
    Balancing user and with
    technical and business f to deliver
    a useful and satisfying .
    

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47. Design ≠
    (though style is a component)
    

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48. Design:
    A and
    set of . Human
    Centered
    

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49. H - design is…
    About , their pain
    points and needs, and
    creating solutions tailored
    to meet those needs.
    Human
    Centered
    

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50. Design Thinking
    .S !
    

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51. Principles of
    ● Involve the user perspective in all phases
    ● Define the problem based on data from users
    ● Generate lots of potential solutions
    ● Test solutions with real people using prototypes
    ● Be iterative
    

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52. This is
    .
    

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53. Human
    Centered
    Agile +
    Iterative
    

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54. So… we’ve talked
    about ...
    

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55. What is ?
    

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56. Service Design:
    Applying
    to .
    

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57. S D
    vs.
    UX/UI
    

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58. Across many and the
    S
    D
    

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59. User experience (UX/UI) is per
    UX
    

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60. Design for the
    

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61. Designing for the
    

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62. Designing for the
    Define desired
    How can we that experience?
    Balance… and tension
    

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63. A different kind of “ ”
    Not just designing touchpoints, but partnering to design
    sustainable service delivery that enables great experiences:
    ● Processes
    ● Systems
    ● Policies
    ● Support models
    ● Business models
    ● Roles
    ● Metrics
    ● Communications
    ● Branding
    ● and more…
    

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64. As a …
    ● Conduct user research to inform service strategy and identify
    service improvements
    ● Design new or improved, end-to-end service experiences
    ● Design touchpoints for those experiences
    ● Test and iterate on designs
    ● Partner to design service delivery to support user
    experiences
    

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65. The
    S D
    Toolkit
    

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66. S is…
    A toolkit of and ,
    based on .
    

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67. Service design
    Co-creative
    Do it with others
    Cross-functional
    Involve end-users
    Holistic
    Equal importance on
    end-user experience and
    backstage process
    Value-oriented
    Align backstage process
    to deliver frontstage
    value to end-user
    Human-validated
    Validate assumptions
    Test with real people
    Data-based decisions
    1
    2
    3
    4
    

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68. Service
    Design
    

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69. Service design
    1. Understand current state
    2. Frame the problem
    3. Imagine future state
    4. Prototype and test
    5. Partner to implement
    6. Measure and assess
    

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70. Service design
    1. Understand current state
    2. Frame the problem
    3. Imagine future state
    4. Prototype and test
    5. Partner to implement
    6. Measure and assess
    M :
    ● User research (interviewing,
    participatory, surveys, etc.)
    ● Analytics
    ● Service Safari
    ● Current-state Journey Mapping
    ● Current-state Service Blueprinting
    

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71. Service design
    1. Understand current state
    2. Frame the problem
    3. Imagine future state
    4. Prototype and test
    5. Partner to implement
    6. Measure and assess
    M :
    ● Five Why’s / Abstract Laddering
    ● Problem Statements
    ● Problem Tree Analysis
    ● Jobs To Be Done
    

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72. Service design
    1. Understand current state
    2. Frame the problem
    3. Imagine future state
    4. Prototype and test
    5. Partner to implement
    6. Measure and assess
    M :
    ● “How Might We…” statements
    ● Ideation
    ● Storyboarding
    ● Future-state Journey Mapping
    ● Future-state Service Blueprinting
    

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73. Service design
    1. Understand current state
    2. Frame the problem
    3. Imagine future state
    4. Prototype and test
    5. Partner to implement
    6. Measure and assess
    M :
    ● Low-fidelity prototyping
    ● Service Simulation
    ● Desktop Walkthrough
    ● User Testing (applies to all)
    

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74. Service design
    1. Understand current state
    2. Frame the problem
    3. Imagine future state
    4. Prototype and test
    5. Partner to implement
    6. Measure and assess
    M :
    ● Touchpoint design
    ● Process design
    ● Usability QA during development
    

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75. Service design
    1. Understand current state
    2. Frame the problem
    3. Imagine future state
    4. Prototype and test
    5. Partner to implement
    6. Measure and assess
    M :
    ● Key Performance Indicators (KPIs)
    ● NPS rating
    ● Satisfaction surveys
    ● Usability Testing
    ● Service Assessment
    

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76. Service design
    1. Understand current state
    2. Frame the problem
    3. Imagine future state
    4. Prototype and test
    5. Partner to implement
    6. Measure and assess
    An
    process…
    

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77. Service
    Design
    

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78. Thinking in
    

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79. Making the to
    thinking in “ …”
    

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80. What is your ? Your ff ?
    

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81. What are you serving? (Not just …)
    

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82. What are your key ?
    

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83. What are your ?
    

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84. What do you need?
    

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85. What is the ? How can you ?
    

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86. Applying
    

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87. In ,
    this looks like…
    

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88. Libraries as a
    

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89. Libraries as a B
    Serving: Students, faculty
    Touchpoints: Searchworks,
    checkout, computer station, stacks
    Value: Access to hard-to-find
    content
    Costs/Risks: Acquisition, systems
    maintenance, cataloging, archiving
    

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90. Service design
    1. Understand current state
    2. Frame the problem
    3. Imagine future state
    4. Prototype and test
    5. Partner to implement
    6. Measure and assess
    

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91. 1. Understand the
    Talk to students about
    their library experience
    (user interviews,
    journey mapping)
    

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92. 2. Understand how the experience is
    Map the end-to-end,
    and the backstage
    (service blueprinting)
    

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93. 3. Frame the
    Frame problems,
    and prioritize them
    (problem statements,
    impact vs. effort)
    

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94. 4. Come up with
    Brainstorm ideas for
    solutions with a
    cross-functional team,
    and end users
    (ideation, storyboarding)
    

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95. 5. Prototype and test the
    Design a low-fidelity
    prototype of an
    improved experience
    to test with students
    (paper prototype,
    service simulation,
    desktop walkthrough)
    

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96. 6. Iterate and
    Iterate on the prototype,
    then implement
    (partnership, QA)
    

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97. 7. Measure your
    Put in place metrics to
    measure success of new
    service experience
    (KPIs, NPS, analytics)
    

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98. Service design
    1. Understand current state
    2. Frame the problem
    3. Imagine future state
    4. Prototype and test
    5. Partner to implement
    6. Measure and assess
    

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99. The UIT S D team
    

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100. University IT S D team
     

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101. University IT S D team
     O M
     Design and facilitate quality service
     experiences across the entire University IT
     service portfolio, and build design capability
     across the organization.
     

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102. University IT S D team
     T
     ● Began fall 2015, formed team in fall 2016
     ● 2 Service Designers, 1 Sr. User Experience Designer, + me
     ● Sit in Service Management Office, Shared Services, UIT
     ● Serve all of University IT
     

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103. University IT S D team
     W
     ● Client insights
     ● Design concepts
     ● Concept validation
     ● Implementation partnership
     ● Training and facilitation
     

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104. University IT S D team
     W
     ● Client insights
     ● Design concepts
     ● Concept validation
     ● Implementation partnership
     ● Training and facilitation
     

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105. University IT S D team
     W
     ● Client insights
     ● Design concepts
     ● Concept validation
     ● Implementation partnership
     ● Training and facilitation
     

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106. University IT S D team
     W
     ● Client insights
     ● Design concepts
     ● Concept validation
     ● Implementation partnership
     ● Training and facilitation
     

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107. University IT S D team
     W
     ● Client insights
     ● Design concepts
     ● Concept validation
     ● Implementation partnership
     ● Training and facilitation
     

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108. University IT S D team
     W
     ● Client insights
     ● Design concepts
     ● Concept validation
     ● Implementation partnership
     ● Training and facilitation
     

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109. Project
     

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110. Campus IT
     Plan User
     Research
     

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111. Campus IT
     Plan User
     Research
     Goals: Learn about the IT experience
     and needs of students, faculty, staff
     to inform campus-wide planning
     What:
     ● Participatory research
     workshops with staff
     ● 1:1 interviews w/ faculty,
     grad/postdocs, and undergrads
     

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112. Client
     Certificates
     

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113. Client
     Certificates
     Goals: Design end-to-end user
     experience for new Client Certificate
     What:
     ● Identify use cases
     ● Service blueprinting
     ● Touchpoint mapping
     ● Usability QA
     ● User testing
     

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114. Video-
     conferencing
     panel design
     

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115. Video-
     conferencing
     panel design
     Goals: Redesign Cisco panels to
     improve scheduling and room AV
     experience with videoconferencing
     What:
     ● User experience survey
     ● Rapid prototyping and testing
     ● UI design and iteration
     ● User testing
     ● Implementation partnership
     

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116. ServiceNow
     Services
     Portal
     

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117. ServiceNow
     Services
     Portal
     Goals: Design user-friendly Services
     Portal for ServiceNow
     What:
     ● Information architecture
     ● Wireframes/UX design
     ● Rapid prototyping
     ● User testing
     ● Taxonomy testing
     ● Implementation partnership
     

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118. Zoom
     selection
     

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119. Zoom
     selection
     Goals: User testing to inform tool
     selection as Bluejeans replacement
     What:
     ● Functional evaluation of tools
     ● User experience survey
     ● Field testing, diary studies
     ● Lab testing for 3 tools
     ● Analysis and recommendation
     

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120. “IT of the
     Future” in
     support of
     workforce
     mobility
     

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121. “IT of the
     Future” in
     support of
     workforce
     mobility
     Goals: Understand barriers to
     becoming a more remote workforce,
     and identify IT support needs
     What:
     ● 1:1 interviews
     ● Interactive workshop to imagine
     future needs
     

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122. Quality
     Service
     Training for
     Operator
     Services
     Center
     

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123. Quality
     Service
     Training for
     Operator
     Services
     Center
     Goals: Assist OSC team in identifying
     quality service principles and
     refining operational best practices
     What:
     ● Hands-on, small group
     interactive workshops
     

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124. Cloud
     Collaboration
     & Storage
     User
     Research
     

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125. Cloud
     Collaboration
     & Storage
     User
     Research
     Goals: Inform decision on primary
     and secondary tools, identify service
     improvement opportunities
     (Box, Drive, OneDrive)
     What:
     ● 1:1 contextual interviews
     

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126. Where we to be…
     

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127. The for UIT…
     D
     ● Defined quality standards
     ● Shared service principles
     ● Standard design process
     ● Usability assessment metrics
     

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128. Going f …
     

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129. Service design
     Stanford Service Design Community of Practice
     https://cop.stanford.edu/community/service-designers
     Global Service Design Community of Practice
     http://www.practicalservicedesign.com/community
     Introductory reading
     http://www.practicalservicedesign.com/service-design-101
     

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130. Join the !
     Stanford Service Design Community of Practice
     Reading club, every 3rd Wednesday at lunchtime
     First meeting:
     → March 21st – 12:00-1:15pm, Polya 170B or Zoom
     Join the mailing list by emailing
     service-designers-owner@lists.stanford.edu
     

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131. T !
     Q ?
     meganem@stanford.edu
     

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