The document discusses improving the patient experience at a neurosurgery clinic through service design. It suggests rearranging seating, creating better communication artifacts between doctors and patients, and designing an interactive engagement system. It then discusses key concepts of service design including seeing services as experiences orchestrated through interactions, products, culture and other elements. It outlines a process for service design from research to piloting changes. Throughout it uses visualizations and examples to illustrate service design concepts and opportunities to improve experiences.
5. CREATE BETTER
COMMUNICATION
ARTIFACTS
I know you don’t want to be here.
I know you don’t want to know me.
But the best thing that could happen
is to know me.
I’ve performed more than 3,000 neurosurgical procedures. More
than 800 of those are what’s called minimally invasive endoscopic
procedures.
And I’m a person first. I’ll be direct and treat you like a friend.
Occasionally, I may even make you laugh.
9. Services
Products of economic activity
that you can’t drop on your
foot, ranging from hairdressing
to websites. –The Economist
10. Service design applies design
methods and craft to the definition
and orchestration of products,
communications, interactions,
operations, culture, and structure
of an organization.
11. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 11
User Experience Service Experience
Experience between person
and single touchpoint, usually a
digital product
Orchestrated experience
among all parts of the service,
from people to objects to
places to interfaces
12. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 12
SERVICE
INTERACTIONS
CUSTOMER
STAFF
PRODUCTS OPERATIONS STRUCTURE CULTURE
CUSTOMER
EXPERIENCE
BIZ & STAFF
EXPERIENCE
SERVICE
DESIGN
source: 5 Things I Wish I Knew – Jamin Hegeman
14. BUSINESS NEEDS
‣ New service incubation
‣ Service transformation
‣ Process improvement
‣ Customer experience improvement
‣ Staff experience improvement
• Needs
• Opportunities
• Assessment
• Service Blueprint
• Service Experience Vision
• Planning & Support
• Design
• Pilot
• Deliver & Implement
Discover
Align
Build
New
Service
OUTCOMES
Existing
Service
Org
Change
Process
Change
Digital
Output
Physical
Output
Service
Design
15. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 15
JOURNEY
IDEATION
SERVICE BLUEPRINT
TOUCHPOINTS
STORYBOARD
RESEARCH
18. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 18
• Cross-service journeys: financial health; credit building
• LOB service journeys: mortgage service
• Service sub-journeys: cafe account opening
CREDIT BANK FINANCIAL SERVICES
CROSS SERVICE
SERVICE
SUB SERVICE
OPERATIONS
Design for Journeys
41. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 41
MEMBERACTIONSPHASESTOUCHPOINTSFRONTSTAGESTAFFBACKSTAGESTAFFSTEMS&PROCESSES
Line of Interaction
Line of Visibility
Website
Web serverCampaign
manager, web
server
Read about
training on AP
site
Receive training
email
Email
Hear about
trainings via event
Event materials
(presentation/print)
Search online for
UX trainings
Website
Contact us form,
email
Email, detailed
info sheet on key
topics, training
overview sheet
(with light info on
price)
Respond to email,
schedule follow-
up call, send
detailed info on
topic interest, and
overview/exp info
Enter information
on topic &
interest on
contact us form
Enter information
into Salesforce
Send out email to
training mailing
list
Informal
follow-up with
practitioner
Salesforce
Review provided
material & wait
for call
Phone, email, PDF
material
Understand &
collect needs,
qualify lead, fill
out qualifying
checklist
Update to warm
lead in Salesforce,
Informal
follow-up with
practitioner
Salesforce
Call with AP
Communicate
lead to company,
assign PM and
Lead
Wait for material
from AP
Generate
narrative
from modular
blocks, and
create logistics
checklist
Dropbox
Email, narrative,
logistics
checklist
Send narrative,
early cost
transparency,
schedule follow-
up call, offer to
handle supplies
for training
Review material
from AP
Phone, email,
narrative,
logistics
checklist
Gather feedback
from client
Update material
based on
feedback
Dropbox Dropbox, training
tracker
Review material
with AP
Email, phone
Reply to verbal
win “Awesome!”
Update
Salesforce
Salesforce
Approve training
Generate SOW,
logistics details,
enter into training
tracker
Wait for SOW
and logistics
information
Email, Word fi
PDF
Send SOW to
client
Review SOW
logistics
AWARENESS ENGAGEMENTSequencing
43. PHIL AUTOMATION, VISUALIZATION, AND CONTROL
“After installing the latest smart home technology, my home
takes care of me, saves me money, and keeps me informed.
I use apps to control it while I’m away and have nice reports
to see my progress.”
With smart appliances and the outlets
I installed, we know more about how we
use energy, and our home knows us.
It shuts down unneeded power at
night, and reactivates when my alarm
goes off in the morning.
It’s almost like my home is my advisor, keeping
me informed and helping me make better
decisions to save money.
It keeps in touch with us when we’re away.
And reminds me to conserve
energy when I forget.
Experience Principles
KNOWS ME
TAKES CARE OF ME
SAVES ME MONEY
Level of Engagement
MY HOME
MY BEHAVIOR
EXPERIENCE
Phil enjoys an integrated system that makes
smart decisions for him and notifies him if his
attention is needed.
OPPORTUNITY
Automated System
Real-time Usage
FEATURE
Home Energy System
Smart Outlets
Smart Appliances
In-home Displays
PARTNER
Smart Appliance Manufacturers
Architects
Home Energy Consultants
In-home Display Designers
Home Improvement Retailers
1
EXPERIENCE
The home detects when the family is away and
prompts Phil to turn on an away mode, that
randomly turn lights on to keep the home safe.
OPPORTUNITY
Customization
Control
Automation
FEATURE
Mobile Apps
Home Energy Modes
PARTNER
App Developers
Home Energy System Providers
Home Improvement Retailers
2
EXPERIENCE
Phil’s home syncs with his calendar and smart
alarm clock. At night, the home cuts power to
unneeded areas of the house. In the morning,
it reactivates.
OPPORTUNITY
Customization
Automation
FEATURE
Smart Energy Clock
Home Energy Modes
Calendar Integration
PARTNER
Electronics Manufacturers
Home Energy System Providers
3
EXPERIENCE
Smart outlets help Phil understand individual
costs, as well as provide alerts if energy use is
unusually high.
OPPORTUNITY
Real-time Usage
Recommendations
FEATURE
Smart Outlets
PARTNER
Electronics Manufacturers
4
EXPERIENCE
Clear, easy to comprehend visuals give Phil
tangible feedback on his family’s energy use.
He relies on his energy system’s smart analysis
to make decisions.
OPPORTUNITY
Tracking
Tips and Education
FEATURE
Mobile Apps
PARTNER
Interaction Designers
Utility Companies
Environmental Organizations
5
WHAT’S HAPPENING
1
3
5
2
4
Visual
44. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 44
YOU
(and your family)
COMMUNITY
ENVIRONMENT
Social
Connections
Home
Monitoring
Automation
Be Efficent
Share Energy
Change
Behavior
Support
Environment
Save Money
Provide
Comfort
Competition
Donations
Kickstarter
Microlending
Comparison
Dialogue
Teams /
Groups
Resource
Management
Energy
Security
Renewables
Solar
Biking
Natural
Disasters
Energy
Regulation
Infastructure
Incentives
Subsidies
Decentralized
Model
Rebates
Usage
Patterns
Visualize
Behavior
Smart
Meter Data
Technology
Service
Provider
Resources
Conservation
Weather
Education
Government
Changing
Behaviors
Recycling
Electric
Cars
Global
Warming
Reducing
Demand
Cost
Rate
Plans
Billing
Alerts
Comfort
Home Modes
Construction
Location
Smart
Appliances
Disaggrigation
Conservation
Sensors
your home
Wasted
Energy
Holistic
47. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
Service Design Capabilities
47
PARTICIPATE
Learn the process,
tools, and the language
of service design
CHANGE THE ORG
Establish an
accountable function
that reports to the top
HIRE DESIGNERS
Build your design team
or work with an
external agency
MAKE HYBRID TEAMS
Embed non-designers
with service design
teams
+
48. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
Service Design Engagement Models
48
EXTERNAL EMBEDDED HYBRID
Service design team focuses on
specific projects or a program of
work outside of business as usual
operations and delivery.
Pro: Dedicated team hyper
focused. Sees the big picture
Con: BAU may not know how to
integrate the work.
Service designers work as part of
an operations or delivery team,
integrating methods and tools into
workflow.
Pro: Invested and accountable,
highly integrated in the work.
Con: Isolated and may be
outnumbered by BAU.
External team accelerates
projects, and supports vision and
horizontal view. Embedded
designers bridge the gap between
strategy and BAU.
Pro: Big picture view with linkage
to BAU.
Con: May be difficult to scale
49. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN 49
SERVICE
EXPERIENCE
SERVICE MANAGER
DESIGNER
OPERATIONS
TECHNOLOGIST
MARKETING
{
Service Design Team Structure
50. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
Service Strategy and Delivery Models
50
VISION PLANNING
OPERATIONS AND DELIVERY
VISION
51. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
Service Experience Officer
51
MARKETING IT OPERATIONS FINANCE
CEO
SERVICE
SERVICE
EXPERIENCE
SXO
SERVICE
SERVICE
EXPERIENCE
53. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
Read books.
53
My Favorites
This is Service Design Thinking
Service Design from Insight to
Implementation
Service Design for Business: A
Practical Guide to Optimizing the
Customer Experience
Designing for Interaction
(Chapter on Service Design)
servicedesignbooks.org
56. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
Rethink your life.
56
GO TO SCHOOL GET A JOB START YOURSELF JOIN THE COMMUNITY
Dedicating time to
build your foundation
Taking time off and
getting into debt
Working with and
learning from the pros
Finding few jobs in
the current market
Leading the way at
your organization
Getting push back
and little support
Tapping into a network
with the same goal
Networking may not
build skills you need
PRO
CON
57. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
Build your skills.
57
ABILITY
Work across disciplines and a
wide range of stakeholders
Create stories that
communicate the desired
service experience
Connect dots,
visualize and simplify
complex systems
Work on both problem
framing and design execution
Empathize with
customers, employees, and
business partners
Understand and appreciate
various forms of design
FOCUS
Orchestration of service
interactions across time
Value exchanged (co-value)
through service encounters
Design across the front
stage and back stage
APPROACH
Advocate for customer,
employee, and business goals
Co-create with groups
and disciplines
Examine broader ecosystem
and experiences in relation to
service moments
+ =
58. PRODUCTIZED | JAMIN HEGEMAN | @JAMIN
Develop your craft.
58
DEFINE
THE VISION
STORYTELLER
ORCHESTRATE
EXPERIENCES
CONDUCTOR
LEAD
COLLABORATION
FACILITATOR
DELIVER
RESULTS
DESIGNER