Slide 1
Slide 1 text
Introduction to Service Design
Megan Erin Miller, Service Design Manager, University IT // Stanford Tech Briefing // Feb. 13,
2018
Slide 2
Slide 2 text
W !
Slide 3
Slide 3 text
Megan Erin Miller
Service Design Manager
University IT
[email protected]
@meganerinmiller
Slide 4
Slide 4 text
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…
Slide 5
Slide 5 text
What is a ?
Slide 6
Slide 6 text
A is…
… a means of delivering to clients
by facilitating that clients want to
achieve without the of specific
and .
Slide 7
Slide 7 text
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.
Slide 8
Slide 8 text
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
Slide 9
Slide 9 text
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
Slide 10
Slide 10 text
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.
Slide 11
Slide 11 text
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)
Slide 12
Slide 12 text
Touchpoints in a
Slide 13
Slide 13 text
The experience: a over time
Slide 14
Slide 14 text
The of a service
creates the
between the service provider
and the client.
Slide 15
Slide 15 text
Service experience f
Slide 16
Slide 16 text
Service experience f
B f B D Af
Slide 17
Slide 17 text
Service experience f
Slide 18
Slide 18 text
Service experience: aka “F ”
Slide 19
Slide 19 text
A in context of life
Slide 20
Slide 20 text
Service experience: aka “F ”
Slide 21
Slide 21 text
The “B ”
C O S
T
H
D
S
T
H
D
S
T
Slide 22
Slide 22 text
Service delivery: aka “B ”
L f
V
Slide 23
Slide 23 text
The S
Slide 24
Slide 24 text
Service delivery: aka “B ”
Slide 25
Slide 25 text
The Stages: the domain of
Slide 26
Slide 26 text
Service lifecycle
Slide 27
Slide 27 text
Two
Slide 28
Slide 28 text
Flying …
?
?
?
?
? ?
? ?
Slide 29
Slide 29 text
Designing for
● Client benefit: seamless, quality, consistent service
experiences
● Organizational benefit: efficiency, integration, automation,
process improvement, and also making employee’s lives
better!
Slide 30
Slide 30 text
E
Slide 31
Slide 31 text
Libraries as a
Slide 32
Slide 32 text
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
Slide 33
Slide 33 text
Events as a
Slide 34
Slide 34 text
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
Slide 35
Slide 35 text
Research
Administration
as a
Slide 36
Slide 36 text
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
Slide 37
Slide 37 text
Security as a
Slide 38
Slide 38 text
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
Slide 39
Slide 39 text
Talent
management
as a
Slide 40
Slide 40 text
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
Slide 41
Slide 41 text
Infrastructur
e as a
Slide 42
Slide 42 text
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
Slide 43
Slide 43 text
Stanford is
full of .
Slide 44
Slide 44 text
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?
Slide 45
Slide 45 text
What is ?
Slide 46
Slide 46 text
Design is…
Balancing user and with
technical and business f to deliver
a useful and satisfying .
Slide 47
Slide 47 text
Design ≠
(though style is a component)
Slide 48
Slide 48 text
Design:
A and
set of . Human
Centered
Slide 49
Slide 49 text
H - design is…
About , their pain
points and needs, and
creating solutions tailored
to meet those needs.
Human
Centered
Slide 50
Slide 50 text
Design Thinking
.S !
Slide 51
Slide 51 text
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
Slide 52
Slide 52 text
This is
.
Slide 53
Slide 53 text
Human
Centered
Agile +
Iterative
Slide 54
Slide 54 text
So… we’ve talked
about ...
Slide 55
Slide 55 text
What is ?
Slide 56
Slide 56 text
Service Design:
Applying
to .
Slide 57
Slide 57 text
S D
vs.
UX/UI
Slide 58
Slide 58 text
Across many and the
S
D
Slide 59
Slide 59 text
User experience (UX/UI) is per
UX
Slide 60
Slide 60 text
Design for the
Slide 61
Slide 61 text
Designing for the
Slide 62
Slide 62 text
Designing for the
Define desired
How can we that experience?
Balance… and tension
Slide 63
Slide 63 text
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…
Slide 64
Slide 64 text
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
Slide 65
Slide 65 text
The
S D
Toolkit
Slide 66
Slide 66 text
S is…
A toolkit of and ,
based on .
Slide 67
Slide 67 text
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
Slide 68
Slide 68 text
Service
Design
Slide 69
Slide 69 text
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
Slide 70
Slide 70 text
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
Slide 71
Slide 71 text
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
Slide 72
Slide 72 text
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
Slide 73
Slide 73 text
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)
Slide 74
Slide 74 text
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
Slide 75
Slide 75 text
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
Slide 76
Slide 76 text
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…
Slide 77
Slide 77 text
Service
Design
Slide 78
Slide 78 text
Thinking in
Slide 79
Slide 79 text
Making the to
thinking in “ …”
Slide 80
Slide 80 text
What is your ? Your ff ?
Slide 81
Slide 81 text
What are you serving? (Not just …)
Slide 82
Slide 82 text
What are your key ?
Slide 83
Slide 83 text
What are your ?
Slide 84
Slide 84 text
What do you need?
Slide 85
Slide 85 text
What is the ? How can you ?
Slide 86
Slide 86 text
Applying
Slide 87
Slide 87 text
In ,
this looks like…
Slide 88
Slide 88 text
Libraries as a
Slide 89
Slide 89 text
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
Slide 90
Slide 90 text
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
Slide 91
Slide 91 text
1. Understand the
Talk to students about
their library experience
(user interviews,
journey mapping)
Slide 92
Slide 92 text
2. Understand how the experience is
Map the end-to-end,
and the backstage
(service blueprinting)
Slide 93
Slide 93 text
3. Frame the
Frame problems,
and prioritize them
(problem statements,
impact vs. effort)
Slide 94
Slide 94 text
4. Come up with
Brainstorm ideas for
solutions with a
cross-functional team,
and end users
(ideation, storyboarding)
Slide 95
Slide 95 text
5. Prototype and test the
Design a low-fidelity
prototype of an
improved experience
to test with students
(paper prototype,
service simulation,
desktop walkthrough)
Slide 96
Slide 96 text
6. Iterate and
Iterate on the prototype,
then implement
(partnership, QA)
Slide 97
Slide 97 text
7. Measure your
Put in place metrics to
measure success of new
service experience
(KPIs, NPS, analytics)
Slide 98
Slide 98 text
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
Slide 99
Slide 99 text
The UIT S D team
Slide 100
Slide 100 text
University IT S D team
Slide 101
Slide 101 text
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.
Slide 102
Slide 102 text
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
Slide 103
Slide 103 text
University IT S D team
W
● Client insights
● Design concepts
● Concept validation
● Implementation partnership
● Training and facilitation
Slide 104
Slide 104 text
University IT S D team
W
● Client insights
● Design concepts
● Concept validation
● Implementation partnership
● Training and facilitation
Slide 105
Slide 105 text
University IT S D team
W
● Client insights
● Design concepts
● Concept validation
● Implementation partnership
● Training and facilitation
Slide 106
Slide 106 text
University IT S D team
W
● Client insights
● Design concepts
● Concept validation
● Implementation partnership
● Training and facilitation
Slide 107
Slide 107 text
University IT S D team
W
● Client insights
● Design concepts
● Concept validation
● Implementation partnership
● Training and facilitation
Slide 108
Slide 108 text
University IT S D team
W
● Client insights
● Design concepts
● Concept validation
● Implementation partnership
● Training and facilitation
Slide 109
Slide 109 text
Project
Slide 110
Slide 110 text
Campus IT
Plan User
Research
Slide 111
Slide 111 text
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
Slide 112
Slide 112 text
Client
Certificates
Slide 113
Slide 113 text
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
Slide 114
Slide 114 text
Video-
conferencing
panel design
Slide 115
Slide 115 text
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
Slide 116
Slide 116 text
ServiceNow
Services
Portal
Slide 117
Slide 117 text
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
Slide 118
Slide 118 text
Zoom
selection
Slide 119
Slide 119 text
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
Slide 120
Slide 120 text
“IT of the
Future” in
support of
workforce
mobility
Slide 121
Slide 121 text
“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
Slide 122
Slide 122 text
Quality
Service
Training for
Operator
Services
Center
Slide 123
Slide 123 text
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
Slide 124
Slide 124 text
Cloud
Collaboration
& Storage
User
Research
Slide 125
Slide 125 text
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
Slide 126
Slide 126 text
Where we to be…
Slide 127
Slide 127 text
The for UIT…
D
● Defined quality standards
● Shared service principles
● Standard design process
● Usability assessment metrics
Slide 128
Slide 128 text
Going f …
Slide 129
Slide 129 text
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
Slide 130
Slide 130 text
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
[email protected]