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CONTENT STRATEGY IN
SERVICE DESIGN
2
HANDLES AND HASHTAGS
Twitter:
@Fjord
@ContentSoCal
Instagram:
@Fjordnet
#FjordLA
Ice Breaker
4
our perspective
CONTENT STRATEGY NEEDS SERVICE DESIGN.
5
SERVICE DESIGN NEEDS CONTENT STRATEGY.
6
WHY?
7
WE LIVE IN A SERVICE ECONOMY.
8
AND SH*T IS GETTING MORE COMPLEX.
9
WE HAVE MORE AND MORE TOUCHPOINTS.
10
AND MORE SYSTEMS.
11
AND “LIQUID” EXPECTATIONS.
12
AND A CRAPLOAD OF MEDIOCRE CONTENT …
13
THAT DOESN’T REALLY MEET THE NEEDS OF
THE USERS OR SERVICE PROVIDERS.
14
15
HOW DO WE DESIGN SERVICE EXPERIENCES THAT
MEET OUR LIQUID EXPECTATIONS …
AND INTEGRATE ALL THESE SYSTEMS …
ACROSS ALL THESE TOUCHPOINTS …
WITHOUT RELYING ON MORE MEDIOCRE CONTENT?
THROUGH CONTENT STRATEGY AND
SERVICE DESIGN.
16
17
ELEMENTS OF
CONTENT STRATEGY &
SERVICE DESIGN
What Is
Content Strategy?
Content strategy
Content marketing strategy
Copywriting
Newsletters, articles or blog posts (or the production of any other pieces of content)
Managing writers
Editing
Voice and tone guidelines (or any set of artifacts — these are tactical outcomes of content strategy)
AN IDENTITY CRISIS
“planning for the
creation, delivery and
governance of useful,
usable content”
Using the right people,
tools, processes and
systems to effectively
manage it across all
touchpoints.
Content Strategy is
21
editorial
architecture
people
process
governance
Most people think of content as:
Website / app content
•  Text copy
•  Images
•  Videos
•  Diagrams
•  Animations
•  Infographics
•  CTA buttons
•  Related content modules
•  FAQs and Terms & Conditions
•  Navigation labels and form field labels
•  Error messages, alerts, notifications, confirmations
•  Hover text and help text
WHAT IS CONTENT?
Macro content
Micro content
But it’s also …
A conversation between a service provider and customer
Claims forms
Bills
Internal manuals (e.g. call center how-to guides)
Internal workaround documentation from employee (e.g. sticky notes about boilerplate answers)
An SMS text message
Physical signage
Printouts (e.g. boarding passes, concert tickets, etc.)
Contracts, licenses and coverage policies
Email or direct mail
Satisfaction surveys
Voice command
Audio
Music
WHAT IS CONTENT?
What Is Service Design?
The planning and organization of people, infrastructure,
communications and touchpoints needed to facilitate
successful services. It strategically addresses the complexity
of today’s multitouchpoints in terms of human experiences.
SERVICE DESIGN IS
THE FRONTSTAGE
LINE OF VISIBILITY
THE BACKSTAGE
27
people
product
place
process
performance
“When you have two coffee shops right next each other, and each sells
the exact same coffee at the exact same price, service design is what
makes you walk into one and not the other.”
SERVICE DESIGN DONE WELL
Content Strategy
Service Design
ANATOMY OF A SERVICE
Content is created and consumed by people, but it
is managed through the same complex web of
backstage systems and processes.
Content is experienced through touchpoints. A
piece of content may exist on only only one
touchpoint, or it may travel between touchpoints.
The sum of this content across all touchpoints
comprises a content experience. How well this
content works — or doesn’t work — across the
entire ecosystem affects the quality of the service
experience.
The quality of the service experience directly
relates to the quality of the brand.
CONTENT WITHIN A SERVICE
Services come to life through people, but they’re
dependent on a complex web of backstage
systems and processes.
People interact with a service via touchpoints.
The sum of all of these touchpoints comprises a
service experience.
The perception of the service experience
directly relates to the perception of the brand.
THE UBER FRONTSTAGE
THE UBER BACKSTAGE
User	DB	 Loca,on	Tracking	 Maps		/	Direc,ons	 Ride	Analy,cs	 Big	Data	Capture	 Payment	Gateway	 Peer	Review	System	
User
Driver
Touchpoints	Actors	
LINE OF VISIBILITY
32
33
Destination screenshot	
Driver
CONTENT STRATEGY WITHIN THE UBER FRONTSTAGE
User	DB	 Loca,on	Tracking	 Analy,cs	/	
repor,ng	tools	
Payment	Gateway		
(PayPal)	
Peer	review	system	
Systems / Technology
Content	team	
People
CMS	&	DAM	 APIs	 Push	no,fica,ons	
service	
Guidelines	
Content
Workflows	 Content	assets	 Content	requirements	 Taxonomies		 Strategies	 Analy,cs	
Stakeholders	 Customer	service	reps		 Uber	employees	
Marke,ng	
plaNorms		
Training	manuals	 Metadata	 Governance		plans	
CONTENT STRATEGY WITHIN THE UBER BACKSTAGE
36
Back to our perspective
CONTENT STRATEGY NEEDS SERVICE DESIGN.
37
SERVICE DESIGN NEEDS CONTENT STRATEGY.
38
WHY?
39
WE LIVE IN A SERVICE ECONOMY.
40
AND THAT SERVICE ECONOMY IS ONLY GOING
TO GROW.
41
CONTENT IS WHAT FACILITATES A SERVICE.
42
CONTENT STRATEGY IS THE MECHANISM THAT
ENABLES THAT SERVICE TO BE DELIVERED
HOLISTICALLY AND CONSISTENTLY.
43
IT IS WHAT MAKES OR BREAKS A SERVICE.
44
LET’S LOOK AT AN EXAMPLE.
45
46
SERVICES GONE BAD.
47
48
Content Strategy in Service Design
Content Strategy in Service Design
51
AMERICAN AIRLINES SERVICE FAILS
1.  Seat selection online didn’t save due to “glitch” in the system. AA suggests I reserve via phone next time;
when I do, rep sends me back to Web to avoid paying a fee
2.  Forced to check carry-on, though I had priority boarding and was among first to board
3.  Flight attendants arguing in back of plane
4.  Ran out of food on a 8 p.m. flight during first round of in-flight service
5.  2 diff. reps told me different information regarding status challenge fees, resulting in me overpaying.
6.  Flight delayed 4x, extremely rude rep at gate
7.  Wi-Fi went out for half of flight duration during cross-country flight
CONTENT AND SERVICE FAIL	
CONTENT AND
SERVICE FAIL	
SERVICE FAIL	
CONTENT AND SERVICE FAIL	
CONTENT AND SERVICE FAIL	
SERVICE FAIL	
CONTENT AND SERVICE FAIL
Content Strategy in Service Design
Content Strategy in Service Design
Content Strategy in Service Design
Content Strategy in Service Design
AIR TRAVEL TOUCHPOINTS
During
After
Before
*Not comprehensive
AIR TRAVEL TOUCHPOINTS
During
After
Before
x x x
x
x
x
x
xxxx
x
x
*Not comprehensive
SERVICES + CONTENT STRATEGY GONE GOOD.
58
59
60Kiosk: Check-in app
VA Rep:
Conversation
Branding:
Mood lighting & red tape Digital Signage:
Wayfinding
Physical Signage:
Wayfinding &
instructions
CHECK-IN COUNTER
AT THE GATE FLIGHT DISPLAY
Flight Status
Date & Time
Destination
weather
VA Rep
customizable
message
Flight Information
Branding
62
Paper menu &
safety info
“Red” (IFE system)
Content: movie,
drink & food menu,
games, chat
Plane signs
Content:
wayfinding
IN-FLIGHT Branding:
Mood lighting
Passengers
Content:
conversation
Drinks &
snacks
63
Copywriting
Microcopy
Navigation labels
CTA buttons
64
Times Square Display
Content: Safety videoPOST-FLIGHT
AIR TRAVEL TOUCHPOINTS
During
After
Before
*Not comprehensive
AIR TRAVEL TOUCHPOINTS
During
After
Before
*Not comprehensive
67
Service	
Design	
Content	
Strategy	
WHEN SERVICES GET IT RIGHT
When you have two coffee shops airlines right next each other,
and each sells the exact same coffee itinerary at the exact same
price, service design + content strategy is what makes you walk
into choose one and not the other —	over and over again.
WHEN SERVICES GET IT RIGHT
69
Methods to our madness
DESIGNING SERVICE EXPERIENCES
DeliverDiscover Define Develop
Ethnographic	research		
Content	
landscape	
analysis		
Journey	maps	(w/	
content)		
Service	blueprint		
Compe<<ve	audit	
Content	ecosystem		
Prototyping	
Content	audit	
Service	roadmapping	
Desirability	tes<ng	
Personas	(w/	
content)	
Change	management	plans	
Content	/	message	
tes<ng	
Performance	
Assessment	
CMS	documenta<on	
Guidelines	
Ongoing	tes<ng	
Stakeholder	interviews	 Storymapping	
Comps
71
activity
You have been tasked with reimagining the service experience of a Meetup
event. The goal is to ideate on how to holistically improve the service
experience through content.
Using tonight’s experience as a starting point, we’ll guide you through two
activities to gather research and map the user journey.
THE BRIEF
Assign 1 person in your group to be “storyteller” and 1 person to be the
“interviewer.”
•  STORYTELLER (1 person): Describe the process of getting to today’s
Meetup. Walk through every step in excruciating detail.*
•  INTERVIEWER (1 person): Ask the storyteller open-ended questions
about the process. Keep the conversation going. (“Yes, And …” may
come in handy!)
•  NOTETAKERS (Rest of group): Using Post-its, document the details
from the story. Keep it to 1 idea per Post-It.
DIRECTED STORYTELLING (5 MIN.)
1.  One by one, combine each notetaker’s Post-its into one diagram, grouping
similar ideas together.
2.  Collaborate as group to agree on clusters and then name the clusters.
3.  Vote on the top three themes from the clusters that could differentiate the
service experience if it was reimagined.
AFFINITY DIAGRAM (5 MIN.)
1.  Using the documented research as guidance, identify each stage of the
Current State user journey.
2.  Identify the user’s actions, touchpoints, thoughts/emotions and any other
relevant stakeholders.
3.  Identify the frontstage content elements -- content needs, content types and
formats, channels and key messages.
4.  IF TIME PERMITS: Focus on one or two areas of opportunity that would
improve the experience.
UNDERSTAND THE USER JOURNEY (15 MIN)
Take a moment to find your group and introduce yourself to your
teammates.
LET’S GET INTO GROUPS
77
Group share
Content Strategy:
Books:
•  Content Strategy Toolkit
•  Enterprise Content Strategy: A Project Guide
•  Content Everywhere
 
Organizations / Communities:
•  Content Strategy Alliance:
contentstrategyalliance.com
•  Content Strategy Forum: csf.community
•  Content Strategy Google+:
https://plus.google.com/1037193103554866816
Other Awesome Books:
•  The User’s Journey: Storymapping Products That
People Love
•  Design for Real Life
RECOMMENDED RESOURCES / THANK YOU’S
Service Design:
Books:
•  Service Design: From Insight to Implementation 
•  This is Service Design Thinking: Basics-Tools-Cases 
•  The Service Innovation Handbook  
 
Organizations / Communities:
•  Service Design Network:
service-design-network.org
•  Service Design Tools: servicedesigntools.org
•  Service Design Books: servicedesignbooks.org
Special Thanks:
Special thanks to The Noun Project for the icons as well as
the the LA User Experience and Service Design meetups for
cross-promoting this event.
“If something is important enough, you should try,
even if the probable outcome is failure.”
- Elon Musk
FINAL THOUGHTS
80
THANK YOU

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Content Strategy in Service Design

  • 5. CONTENT STRATEGY NEEDS SERVICE DESIGN. 5
  • 6. SERVICE DESIGN NEEDS CONTENT STRATEGY. 6
  • 8. WE LIVE IN A SERVICE ECONOMY. 8
  • 9. AND SH*T IS GETTING MORE COMPLEX. 9
  • 10. WE HAVE MORE AND MORE TOUCHPOINTS. 10
  • 13. AND A CRAPLOAD OF MEDIOCRE CONTENT … 13
  • 14. THAT DOESN’T REALLY MEET THE NEEDS OF THE USERS OR SERVICE PROVIDERS. 14
  • 15. 15 HOW DO WE DESIGN SERVICE EXPERIENCES THAT MEET OUR LIQUID EXPECTATIONS … AND INTEGRATE ALL THESE SYSTEMS … ACROSS ALL THESE TOUCHPOINTS … WITHOUT RELYING ON MORE MEDIOCRE CONTENT?
  • 16. THROUGH CONTENT STRATEGY AND SERVICE DESIGN. 16
  • 17. 17 ELEMENTS OF CONTENT STRATEGY & SERVICE DESIGN
  • 19. Content strategy Content marketing strategy Copywriting Newsletters, articles or blog posts (or the production of any other pieces of content) Managing writers Editing Voice and tone guidelines (or any set of artifacts — these are tactical outcomes of content strategy) AN IDENTITY CRISIS
  • 20. “planning for the creation, delivery and governance of useful, usable content” Using the right people, tools, processes and systems to effectively manage it across all touchpoints. Content Strategy is
  • 22. Most people think of content as: Website / app content •  Text copy •  Images •  Videos •  Diagrams •  Animations •  Infographics •  CTA buttons •  Related content modules •  FAQs and Terms & Conditions •  Navigation labels and form field labels •  Error messages, alerts, notifications, confirmations •  Hover text and help text WHAT IS CONTENT? Macro content Micro content
  • 23. But it’s also … A conversation between a service provider and customer Claims forms Bills Internal manuals (e.g. call center how-to guides) Internal workaround documentation from employee (e.g. sticky notes about boilerplate answers) An SMS text message Physical signage Printouts (e.g. boarding passes, concert tickets, etc.) Contracts, licenses and coverage policies Email or direct mail Satisfaction surveys Voice command Audio Music WHAT IS CONTENT?
  • 24. What Is Service Design?
  • 25. The planning and organization of people, infrastructure, communications and touchpoints needed to facilitate successful services. It strategically addresses the complexity of today’s multitouchpoints in terms of human experiences. SERVICE DESIGN IS
  • 26. THE FRONTSTAGE LINE OF VISIBILITY THE BACKSTAGE
  • 28. “When you have two coffee shops right next each other, and each sells the exact same coffee at the exact same price, service design is what makes you walk into one and not the other.” SERVICE DESIGN DONE WELL
  • 30. ANATOMY OF A SERVICE Content is created and consumed by people, but it is managed through the same complex web of backstage systems and processes. Content is experienced through touchpoints. A piece of content may exist on only only one touchpoint, or it may travel between touchpoints. The sum of this content across all touchpoints comprises a content experience. How well this content works — or doesn’t work — across the entire ecosystem affects the quality of the service experience. The quality of the service experience directly relates to the quality of the brand. CONTENT WITHIN A SERVICE Services come to life through people, but they’re dependent on a complex web of backstage systems and processes. People interact with a service via touchpoints. The sum of all of these touchpoints comprises a service experience. The perception of the service experience directly relates to the perception of the brand.
  • 31. THE UBER FRONTSTAGE THE UBER BACKSTAGE User DB Loca,on Tracking Maps / Direc,ons Ride Analy,cs Big Data Capture Payment Gateway Peer Review System User Driver Touchpoints Actors LINE OF VISIBILITY
  • 32. 32
  • 33. 33
  • 34. Destination screenshot Driver CONTENT STRATEGY WITHIN THE UBER FRONTSTAGE
  • 35. User DB Loca,on Tracking Analy,cs / repor,ng tools Payment Gateway (PayPal) Peer review system Systems / Technology Content team People CMS & DAM APIs Push no,fica,ons service Guidelines Content Workflows Content assets Content requirements Taxonomies Strategies Analy,cs Stakeholders Customer service reps Uber employees Marke,ng plaNorms Training manuals Metadata Governance plans CONTENT STRATEGY WITHIN THE UBER BACKSTAGE
  • 36. 36 Back to our perspective
  • 37. CONTENT STRATEGY NEEDS SERVICE DESIGN. 37
  • 38. SERVICE DESIGN NEEDS CONTENT STRATEGY. 38
  • 40. WE LIVE IN A SERVICE ECONOMY. 40
  • 41. AND THAT SERVICE ECONOMY IS ONLY GOING TO GROW. 41
  • 42. CONTENT IS WHAT FACILITATES A SERVICE. 42
  • 43. CONTENT STRATEGY IS THE MECHANISM THAT ENABLES THAT SERVICE TO BE DELIVERED HOLISTICALLY AND CONSISTENTLY. 43
  • 44. IT IS WHAT MAKES OR BREAKS A SERVICE. 44
  • 45. LET’S LOOK AT AN EXAMPLE. 45
  • 46. 46
  • 48. 48
  • 51. 51 AMERICAN AIRLINES SERVICE FAILS 1.  Seat selection online didn’t save due to “glitch” in the system. AA suggests I reserve via phone next time; when I do, rep sends me back to Web to avoid paying a fee 2.  Forced to check carry-on, though I had priority boarding and was among first to board 3.  Flight attendants arguing in back of plane 4.  Ran out of food on a 8 p.m. flight during first round of in-flight service 5.  2 diff. reps told me different information regarding status challenge fees, resulting in me overpaying. 6.  Flight delayed 4x, extremely rude rep at gate 7.  Wi-Fi went out for half of flight duration during cross-country flight CONTENT AND SERVICE FAIL CONTENT AND SERVICE FAIL SERVICE FAIL CONTENT AND SERVICE FAIL CONTENT AND SERVICE FAIL SERVICE FAIL CONTENT AND SERVICE FAIL
  • 57. AIR TRAVEL TOUCHPOINTS During After Before x x x x x x x xxxx x x *Not comprehensive
  • 58. SERVICES + CONTENT STRATEGY GONE GOOD. 58
  • 59. 59
  • 60. 60Kiosk: Check-in app VA Rep: Conversation Branding: Mood lighting & red tape Digital Signage: Wayfinding Physical Signage: Wayfinding & instructions CHECK-IN COUNTER
  • 61. AT THE GATE FLIGHT DISPLAY Flight Status Date & Time Destination weather VA Rep customizable message Flight Information Branding
  • 62. 62 Paper menu & safety info “Red” (IFE system) Content: movie, drink & food menu, games, chat Plane signs Content: wayfinding IN-FLIGHT Branding: Mood lighting Passengers Content: conversation Drinks & snacks
  • 64. 64 Times Square Display Content: Safety videoPOST-FLIGHT
  • 68. When you have two coffee shops airlines right next each other, and each sells the exact same coffee itinerary at the exact same price, service design + content strategy is what makes you walk into choose one and not the other — over and over again. WHEN SERVICES GET IT RIGHT
  • 69. 69 Methods to our madness
  • 70. DESIGNING SERVICE EXPERIENCES DeliverDiscover Define Develop Ethnographic research Content landscape analysis Journey maps (w/ content) Service blueprint Compe<<ve audit Content ecosystem Prototyping Content audit Service roadmapping Desirability tes<ng Personas (w/ content) Change management plans Content / message tes<ng Performance Assessment CMS documenta<on Guidelines Ongoing tes<ng Stakeholder interviews Storymapping Comps
  • 72. You have been tasked with reimagining the service experience of a Meetup event. The goal is to ideate on how to holistically improve the service experience through content. Using tonight’s experience as a starting point, we’ll guide you through two activities to gather research and map the user journey. THE BRIEF
  • 73. Assign 1 person in your group to be “storyteller” and 1 person to be the “interviewer.” •  STORYTELLER (1 person): Describe the process of getting to today’s Meetup. Walk through every step in excruciating detail.* •  INTERVIEWER (1 person): Ask the storyteller open-ended questions about the process. Keep the conversation going. (“Yes, And …” may come in handy!) •  NOTETAKERS (Rest of group): Using Post-its, document the details from the story. Keep it to 1 idea per Post-It. DIRECTED STORYTELLING (5 MIN.)
  • 74. 1.  One by one, combine each notetaker’s Post-its into one diagram, grouping similar ideas together. 2.  Collaborate as group to agree on clusters and then name the clusters. 3.  Vote on the top three themes from the clusters that could differentiate the service experience if it was reimagined. AFFINITY DIAGRAM (5 MIN.)
  • 75. 1.  Using the documented research as guidance, identify each stage of the Current State user journey. 2.  Identify the user’s actions, touchpoints, thoughts/emotions and any other relevant stakeholders. 3.  Identify the frontstage content elements -- content needs, content types and formats, channels and key messages. 4.  IF TIME PERMITS: Focus on one or two areas of opportunity that would improve the experience. UNDERSTAND THE USER JOURNEY (15 MIN)
  • 76. Take a moment to find your group and introduce yourself to your teammates. LET’S GET INTO GROUPS
  • 78. Content Strategy: Books: •  Content Strategy Toolkit •  Enterprise Content Strategy: A Project Guide •  Content Everywhere   Organizations / Communities: •  Content Strategy Alliance: contentstrategyalliance.com •  Content Strategy Forum: csf.community •  Content Strategy Google+: https://plus.google.com/1037193103554866816 Other Awesome Books: •  The User’s Journey: Storymapping Products That People Love •  Design for Real Life RECOMMENDED RESOURCES / THANK YOU’S Service Design: Books: •  Service Design: From Insight to Implementation  •  This is Service Design Thinking: Basics-Tools-Cases  •  The Service Innovation Handbook     Organizations / Communities: •  Service Design Network: service-design-network.org •  Service Design Tools: servicedesigntools.org •  Service Design Books: servicedesignbooks.org Special Thanks: Special thanks to The Noun Project for the icons as well as the the LA User Experience and Service Design meetups for cross-promoting this event.
  • 79. “If something is important enough, you should try, even if the probable outcome is failure.” - Elon Musk FINAL THOUGHTS