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
2. W !
3. Megan Erin Miller Service Design Manager University IT meganem@stanford.edu @meganerinmiller
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…
5. What is a ?
6. A is… … a means of delivering to clients by facilitating that clients want to achieve without the of specific and .
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.
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
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
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.
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)
12. Touchpoints in a
13. The experience: a over time
14. The of a service creates the between the service provider and the client.
15. Service experience f
16. Service experience f B f B D Af
17. Service experience f
18. Service experience: aka “F ”
19. A in context of life
20. Service experience: aka “F ”
21. The “B ” C O S T H D S T H D S T
22. Service delivery: aka “B ” L f V
23. The S
24. Service delivery: aka “B ”
25. The Stages: the domain of
26. Service lifecycle
27. Two
28. Flying … ? ? ? ? ? ? ? ?
29. Designing for • Client benefit: seamless, quality, consistent service experiences • Organizational benefit: efficiency, integration, automation, process improvement, and also making employee’s lives better!
30. E
31. Libraries as a
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
33. Events as a
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
35. Research Administration as a
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
37. Security as a
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
39. Talent management as a
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
41. Infrastructur e as a
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
43. Stanford is full of .
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?
45. What is ?
46. Design is… Balancing user and with technical and business f to deliver a useful and satisfying .
47. Design ≠ (though style is a component)
48. Design: A and set of . Human Centered
49. H - design is… About , their pain points and needs, and creating solutions tailored to meet those needs. Human Centered
50. Design Thinking .S !
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
52. This is .
53. Human Centered Agile + Iterative
54. So… we’ve talked about ...
55. What is ?
56. Service Design: Applying to .
57. S D vs. UX/UI
58. Across many and the S D
59. User experience (UX/UI) is per UX
60. Design for the
61. Designing for the
62. Designing for the Define desired How can we that experience? Balance… and tension
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…
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
65. The S D Toolkit
66. S is… A toolkit of and , based on .
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
68. Service Design
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
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
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
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
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)
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
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
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…
77. Service Design
78. Thinking in
79. Making the to thinking in “ …”
80. What is your ? Your ff ?
81. What are you serving? (Not just …)
82. What are your key ?
83. What are your ?
84. What do you need?
85. What is the ? How can you ?
86. Applying
87. In , this looks like…
88. Libraries as a
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
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
91. 1. Understand the Talk to students about their library experience (user interviews, journey mapping)
92. 2. Understand how the experience is Map the end-to-end, and the backstage (service blueprinting)
93. 3. Frame the Frame problems, and prioritize them (problem statements, impact vs. effort)
94. 4. Come up with Brainstorm ideas for solutions with a cross-functional team, and end users (ideation, storyboarding)
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)
96. 6. Iterate and Iterate on the prototype, then implement (partnership, QA)
97. 7. Measure your Put in place metrics to measure success of new service experience (KPIs, NPS, analytics)
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
99. The UIT S D team
100. University IT S D team
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.
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
103. University IT S D team W • Client insights • Design concepts • Concept validation • Implementation partnership • Training and facilitation
104. University IT S D team W • Client insights • Design concepts • Concept validation • Implementation partnership • Training and facilitation
105. University IT S D team W • Client insights • Design concepts • Concept validation • Implementation partnership • Training and facilitation
106. University IT S D team W • Client insights • Design concepts • Concept validation • Implementation partnership • Training and facilitation
107. University IT S D team W • Client insights • Design concepts • Concept validation • Implementation partnership • Training and facilitation
108. University IT S D team W • Client insights • Design concepts • Concept validation • Implementation partnership • Training and facilitation
109. Project
110. Campus IT Plan User Research
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
112. Client Certificates
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
114. Video- conferencing panel design
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
116. ServiceNow Services Portal
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
118. Zoom selection
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
120. “IT of the Future” in support of workforce mobility
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
122. Quality Service Training for Operator Services Center
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
124. Cloud Collaboration & Storage User Research
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
126. Where we to be…
127. The for UIT… D • Defined quality standards • Shared service principles • Standard design process • Usability assessment metrics
128. Going f …
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
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
131. T ! Q ? meganem@stanford.edu