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April, 2017
How Service Mapping leads to Personalized Trips
PRESENTER
Erik FlowersFounder at Practical Service Design
Service Designer at Intuit@erik_flowers
PRESENTER
Denisse GutiérrezUX Researcher at Nearsoft
@neniza_
HOST
Kim LantisContent Coordinator
@kimlantis
of US travelers expect travel brands to personalize their experience.
83%
PERSONALIZATION IN TRAVEL
they are interested in, they want it, when they need it.
Customer Data
Key-moments
Multi-channel(online/offline)
WHAT IS PERSONALIZATION?
Mobile App
Mobile Check-In
Mobile KeyCustomized
AmenitiesMobile Request
Setting the stage fora human experience
Touchpoint
A point of interaction between the customer
and the service.
Ecosystem
The touchpoints that are available
for a customer to
experience.
Channels
The mediums in
which touchpoint interactions take
place.
Customers design their experience each and every time.
We only set the stage in serviceof the customer’s journey.
We act in service of the customer’s needs.
Designing for service is how we ensure successful delivery.
WHAT IS SERVICE MAPPING?
CUSTOMER ACTIONS
TOUCHPOINTS
STAFF ACTIONS
BACKSTAGE STAFF
LINE OF VISIBILITY … … . . . . . . . .TIME
SERVICE MAPPING
PLANNING BOOKING
BEFORE
AIRPORT CHECK-IN IN-FLIGHT WHILE TRAVELING POST-TRIP
DURING
INSPIRATION
AFTER
Travel Experience
Create a service to help KLM customers in a fun and relevant way while they’re actually traveling.
5 STEP GUIDE TO SERVICE MAPPING
BUSINESS GOAL:
1. Finding their way around an unfamiliar city or country
2. Slow connection speeds
3. Language barrier
5 STEP GUIDE TO SERVICE MAPPING
COMMON PROBLEMS USERS FACE WHILE TRAVELING:
5 STEP GUIDE TO SERVICE MAPPING
5 Step Guide for
Service Mapping
COLLECT CUSTOMER DATA
MAP YOUR SERVICE
RECOGNIZE OPPORTUNITY AREAS
DISCOVER INSIGHTS
TAKE ACTION!
1. Collect Customer Data Web analytics, user reviews, profile data, beacons, marketing reports, surveys, interviews, etc.
5 STEP GUIDE TO SERVICE MAPPING
2. Map your Service Document what users do while traveling and how they interact with your service.
5 STEP GUIDE TO SERVICE MAPPING
LINE OF VISIBILITY TIME
LINE OF VISIBILITY TIME
WHILE TRAVELINGARRIVAL
3. Recognize Opportunity Areas Positive and negative key moments
5 STEP GUIDE TO SERVICE MAPPING
LINE OF VISIBILITY TIME
WHILE TRAVELINGARRIVAL
4. Discover Insights What is relevant for my customers?
5 STEP GUIDE TO SERVICE MAPPING
LINE OF VISIBILITY TIME
NOT COMFORTABLE ASKING FOR DIRECTIONS
TROUBLE USING BANDWIDTH HEAVY APPS
FAMILIAR WITHFB MESSENGER
LIKE TO MAKE INFORMEDDECISIONS IN GOOGLE MAPS
FACEBOOK MESSENGER
INSTANT DIRECTIONS
LIGHTWEIGHT SERVICE
GOOGLE MAPS
How might we create a service that helps our customers with...
5. Take Action! Ideate the future for our service.
5 STEP GUIDE TO SERVICE MAPPING
LINE OF VISIBILITY
Emoji Service
End to End
Surface to Core
The Practical Service Blueprint:It’s not the view of how it was designed, it’s the view of how it was delivered.
TAKEAWAYS:
Personalized experiences in travel
1. Customer centric (Connect through your customer's’ emotions)
2. Service Mapping workshop (Teamwork: technical & business feasible)
3. Cross-channel approach (Co-related experiences online & offline)
Erik Flowers
Want to know more? Contact us!
Thanks!
@erik_flowers
Denisse Gutiérrez
@neniza_
ux.nearsoft.com practicalservicedesign.com
