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

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”
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
14. Today
15. HIGH QUALITY RAPID DELIVERY
20. “Design” Crafting a good user experience for a scalable product.
22. Service Experience Design
25. What is SXD?
26. Let’s start with a story...
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.
55. ?
56. Howard
57. Howard Department Manager
58. Howard Department Manager $
60. ? ? ? ? ?
61. $
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.
77. Conversation Form Tool Product Presentation Website Social Physical Service
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.
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.
92. Service Page Demo Product Roadmap Request Form
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
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.
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
139. SXD + Drupal?
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
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