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Evolution of Design and Service Design Thinking

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Challis Hodge
Challis Hodge

Talk on the importance of Service Design Thinking, how the evolution of Design and business leads to Service Design Thinking, overview of Service Design Thinking process and key artifacts used.

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Challis Hodge | challis@collide.agency February 3, 2016 Evolu0on of Design & Service Design Thinking.
Challis Hodge Founder & CEO COLLIDE | Purpose-Driven Experiences. Two decades designing human-centered products, services and experiences that improve lives and grow businesses. COLLIDE | Purpose-Driven Experiences. Copyright © 2016
Topics. Why Should I Care About Service Design? How and Why Has Design Evolved? How Did That Evolu0on Lead to Service Design? And, What is Service Design Anyway?
Why all the buzz about Service Design?
By AMANDA COX, CHARLES DUHIGG, XAQUÍN G.V., MIKA GRÖNDAHL, HAEYOUN PARK, GRAHAM ROBERTS, KARL RUSSELL hp://www.ny_mes.com/interac_ve/2012/01/20/business/the-iphone-economy.html From Manufacturing to Services.
Services make up 63.5% of the World’s GDP. 77.7% Central Intelligence Agency The World Factbook 2014 COLLIDE | Purpose-Driven Experiences. Copyright © 2016
Services Design is the ac0vity of planning and organizing people, infrastructure, communica0on and material components of a service in order to improve its quality and the interac0on between service provider and customers.
Financials Services. Insurance. Healthcare. Retail. Automo0ve. Government. Educa0on. INDUSTRIES.
COLLIDE | Purpose-Driven Experiences. Copyright © 2016 How did we get here?
COLLIDE | Purpose-Driven Experiences. Copyright © 2016 Design Has Evolved.
Marke0ng of Design. Increased Business Demand. Natural Evolu0on of Skills. COLLIDE | Purpose-Driven Experiences. Copyright © 2016
User Experience Customer Experience Design Thinking Service Design Thinking Service Design Canvases Jobs to do Innova0on Insights Empathic Insights Omnichannel Big D Design
cjonline.com/sites/default/files/imagecache/superphoto/12555296.jpg BUSINESS WASN’T READY.
Gap! Time Understanding Technology People Marc Refg, HannaHodge, 1998 COLLIDE | Purpose-Driven Experiences. Copyright © 2016
COLLIDE | Purpose-Driven Experiences. Copyright © 2016 Efficiency Time IA UI UX SD IxD Core Design
COLLIDE | Purpose-Driven Experiences. Copyright © 2016 Evolu0on of Design.
Products & Experiences. COLLIDE | Purpose-Driven Experiences. Copyright © 2016
Cohesive Touch points. COLLIDE | Purpose-Driven Experiences. Copyright © 2016
Consistent Customer Journeys. COLLIDE | Purpose-Driven Experiences. Copyright © 2016
Aligned Organiza0ons. COLLIDE | Purpose-Driven Experiences. Copyright © 2016
Design the Journey Design the Delivery COLLIDE | Purpose-Driven Experiences. Copyright © 2016
Service Design.
Service Design. Management Product Marke_ng Sales Retail Customer Service Customer Customer Service Retail Sales Marke_ng Product Management Align an organiza+on to deliver a holis+c Customer Experience. COLLIDE | Purpose-Driven Experiences. Copyright © 2016
Research Facilitate Strategize Innovate Collaborate Architect Design Prototype Test Plan Manage Change WHAT SERVICE DESIGNERS DO.
The Squiggle Damien Newman Process.
00 Align 04 Realize 01 Understand 02 Synthesize 03 Design Service Design Process. User-Centered The op_mal customer experience must be the goal. Service should be viewed through the customers’ eyes. Co-Crea0ve The en_re organiza_on must be aligned. All stakeholders should be included in the process. Holis0c The en_re environment must be considered. Results should include customer journey and organiza_onal delivery. COLLIDE | Purpose-Driven Experiences. Copyright © 2016
COLLIDE | Purpose-Driven Experiences. Copyright © 2016 Design the Journey (Who & What) Design the Delivery (How & When) Understand Business Understand Customer Manage Change Measure & Refine
Who: Personas COLLIDE | Purpose-Driven Experiences. Copyright © 2016
Photo Name Title Company/Industry Role/Responsibility Gender Age Educa_on Salary/Household Income Loca_on Family Key Quote Narra_ve Descrip_on Goals (Accomplish) Challenges (Overcome) Likes & Dislikes Values & Fears Cultural Technology Behaviors Scenarios Persona Name COLLIDE | Purpose-Driven Experiences. Copyright © 2016
developertodesigner.wordpress.com/2014/07/17/monthly-gold-persona-inspira_on www.chezluc.com
graphicbanner204.blogspot.com/2013/11/business-card-design-by-wwwkellimarieme.html www.flickr.com/photos/hmakwana/4842329339
What: Customer Journey COLLIDE | Purpose-Driven Experiences. Copyright © 2016
Stages Doing Goals Opportuni_es Thinking Feeling Experience Customer Journey Map COLLIDE | Purpose-Driven Experiences. Copyright © 2016
hp://www.uxmaers.com/mt/archives/2011/09/images/Effec_veUIJourneyMapExample.jpg
hp://advenio.es/disena-la-experiencia-del-cliente-customer-journey-map/
hp://blogs.aaslh.org/wp-content/uploads/sites/23/2014/03/customer-journey-map-exploratorium.png
How: Service Blueprint COLLIDE | Purpose-Driven Experiences. Copyright © 2016
Customer Ac_ons Support Processes Back Stage Interac_ons Front Stage Interac_ons Physical Evidence Line of Interac_on Line of Internal Interac_on Line of Visibility Service Blueprint COLLIDE | Purpose-Driven Experiences. Copyright © 2016
hps://real_meboard.com/app/board/29616795/
hp://marionferrec.com/Medipass-interna_onal-assistance
hp://media-cache-ak0.pinimg.com/originals/9c/13/60/9c13606997b989bd7f2dab81387a4f11.jpg
When: Service Roadmap COLLIDE | Purpose-Driven Experiences. Copyright © 2016
Q1 Q2 Q3 Q4 Service Roadmap COLLIDE | Purpose-Driven Experiences. Copyright © 2016 Ac_vity to be completed Ac_vity to be completed Ac_vity to be completed Ac_vity to be completed Ac_vity to be completed Ac_vity to be completed Ac_vity to be completed Ac_vity to be completed Ac_vity to be completed Ac_vity to be completed Ac_vity to be completed Ac_vity to be completed Ac_vity to be completed Ac_vity to be… Ac_vity to be completed Ac_vity to be completed Ac_vity to be… Work Stream Work Stream Work Stream Work Stream KPIs Metrics
1.  Understand business, customer & service ecosystem. 2.  Design preliminary Personas. 3.  Conduct internal Customer Journey workshop. 4.  Research to validate Personas & Customer Journey. 5.  Design op0mal Customer Journey. 6.  Audit internal Service Delivery. 7.  Design op0mal Service Blueprint. 8.  Prototype & Test Service Delivery processes, experiences, etc. 9.  Plan & Priori0ze Service Roadmap. 10.  Define Implementa0on & Change Management process. 11.  Measure results & refine. Example Service Design Engagement. COLLIDE | Purpose-Driven Experiences. Copyright © 2016
COLLIDE | Purpose-Driven Experiences. Copyright © 2016 Design the Journey (Who & What) Design the Delivery (How & When) Understand Business Understand Customer Manage Change Measure & Refine
Challis Hodge Founder & CEO challis@collide.agency www.collide.agency Thank you.

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