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DESCRIPTION
Customer-centric service design toolkit
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METHODOLOGY
FEASIBILITY
DESIGN SCOPE
FRAMING
IDEATION
USER INSIGHTS
SERVICE CONCEPT
PRO
TOTY
PE &
TES
T
PERS
ONA
S
TEST PREPARATION
TEST & EVALUATIONBLUEPRINT
ROAD
MAP
USERS’ JOURNEYS
(SERIOUS PLAY) SCENARIO
IDEA
SEL
ECTI
ON - C
OCD B
OXLO
TUS
BLO
SSO
M
INTERVIEW: ACTORS MAP
PERSONA DIMENSIONS
PERSONA
DESIGN CHALLENGE
DESIG
N REQ
UIREM
ENTS
INTERVIEW:
USER EXPERIENCE
RESE
ARCH
QUE
STIO
NS
CO
NTE
XT &
OBJ
ECTI
VE
TRENDS
Which trends can yourservice idea positively influence?
INTERNAL BARRIERS
What can be brakeswithin the organisation?
What must certainly be availablefor your service to succeed?
RESTRICTIONS CONDITIONS
Within which limitationsmust you work?
OBJECTIVES OFTHE ORGANISATION
How does this fit with theobjectives of the organisation?
NEEDS INTHE MARKET
Which demands orneeds will you meet?
Which service will you develop or improve?For whom?
SERVICE CONTEXT
SERVICE PROMISE
MOST IMPORTANT RESULTS
OBJECTIVE OF THE SERVICE
VALUES
What do you stand for as an organisation?
How can this contribute to the distinctivecharacter of your future service?
ANSWERS
To which specific user needs do youcertainly want to offer an answer?
SLOGAN
What will happen if your service is a success?
Which hypotheses do you want to test? Which insights are missing ?
WHAT DO YOU ALREADY KNOW? WHAT DO YOU WANT TO KNOW?
USERS
EMPLOYEES AND OTHER STAKEHOLDERS
FACTS Who, what, where, how?
OBJECTIVES Why?
EMOTIONS How did you feel?
IDEAS How can this be improved?
Which types of usersdo you want to interview?
Which types of employeesand interested parties
do you want to interview?
FACTS Who, what, where, how?
OBJECTIVES Why?
EMOTIONS How did you feel?
IDEAS How can this be improved?
INTERVIEWEE & CONTEXT OF THE INTERVIEW
PHASES IN THEEXPERIENCE
Ask the user or employee to describer his or her current experience. First, ask what the different steps are and then detail the user experience.
Satisfaction frontier
SATISFIED
UNSATISFIED
EMO
TIO
N S
CAL
E
WHY’S
Ask, for the most positive and the most negative experiences, how the user or employee felt and what he or she thought.Get to the bottom of the underlying reasons. Don’t hesitate to ask follow-up questions.
PARTIES INVOLVED
IN WHICH WAY?
PHASE
CLOSECONNECTION
For example, family, friends, colleagues
DISTANTCONNECTION
For example, a service provider or supplier
INTERVIEWEE & CONTEXT OF THE INTERVIEW
Ask who was involved in the various experience phases.List actors with whom the user has a close connection
in the middle and the other actors in the outermost circle.
Ask each actor how he or she was involved in the experience.Why was this person involved and how has this affected the experience?
Write this next to the name of the actor.
INTERVIEW:ACTORS MAP
Decide on the most important characteristics that have an influence on your service.
CHARACTERISTICEXTREME EXTREME
CHARACTERISTICS OF THE USERS
Determine realistic combinations of characteristics that together couldform a single fictitious person and link these (vertically) on the poster.
Determine the combinations so that you use each extreme at least once.
PERSONAS
PERSONA
DESCRIPTION
Describe your persona. Describe who he or she is in the context of the (future) service. What are his or her objectives,both rational and emotional? Be sure to use the characteristics that you indicated in the dimension poster.
NAME
OCCUPATION
OTHER Other element that has an influence on your service.
Is your persona someone who figures everything out on his or her own, or not?
DO-IT-YOURSELFER ADVICE SEEKER DELEGATOR
MOTIVATINGWhat can make your user
happy when using the service?
DEMOTIVATINGWhat can deter your userfrom using the service?
SERVICE ATTITUDE
MOST IMPORTANT MEASUREMENTS OF SUCCESS (KPIs)
EMPLOYEESUSERS OTHER ACTORS
AN ANIMAL A MEAL AN ENVIRONMENT A FUNCTIONAL OBJECT
How can we [users][verb] to [objective]?
Describe measureable goals.
USERS AND STAKEHOLDERS
THE DESIGN CHALLENGE
OBJECTIVE OF THE SERVICE
Who are the top 3 users and interested parties?
Imagine your future service as:
CHINESE PORTRAIT
Rework your initial objective based on the insights from the previous steps.Which service do you want to design or improve? For whom?
MOST IMPORTANT REQUIREMENTS
Which requirements have to do with the usage environment?
PHYSICAL CONTEXTWhat are the most important user requirements
related to the activities and operations during use?
ACTIVITIESWhich requirements are related to the non-functional goals of your user?
EMOTIONAL GOALS
Which requirements have to do with interactions with others?
RELATIONAL CONTEXT
What are the most important userrequirements related to the objects implied in the service?
Which 8 requirements would make the most difference if you offered a good answer to them?
OBJECTS
Which requirements are related to the functional goals of your user?
RATIONAL GOALS
DOES WHAT? WHY?WHO?
From the design challenge, determine what the high-level requirements are for the users. Try to come up with at least 3 requirements for each.
INSPIRATION FROM OTHERS
IDEAS FOR YOUR SERVICE
DESIGNCHALLENGE
DESIGNREQUIREMENT
INSPIRATIONALEXAMPLE
INSPIRATIONALEXAMPLE
INSPIRATIONALEXAMPLE
INSPIRATIONALEXAMPLE
INSPIRATIONALEXAMPLE
INSPIRATIONALEXAMPLE
INSPIRATIONALEXAMPLE
INSPIRATIONALEXAMPLE
DESIGNREQUIREMENT
DESIGNREQUIREMENT
DESIGNREQUIREMENT
DESIGNREQUIREMENT
DESIGNREQUIREMENT
DESIGNREQUIREMENT
DESIGNREQUIREMENT
Combine the best properties from the examples into solution ideas for your future service.
Find inspiration by looking at how others fulfil requirements.
Write the design challenge (or a part of it) in the middle of the poster.
For each requirement look for aninspirational example. Write theseexamples down on post-its andattach them to the poster.
Put the 8 most importantdesign requirements in theboxes around the middle.
Think about what makes this example so good.The 8 most important characteristics of eachexample are pasted onto the poster aroundthe example.
Hang all the solution ideas up and let the participants vote using different colour stickers. Sort the ideas on the poster and decide together which ideas you want to further develop.
ORDINARY
NO
T ( Y
ET) F
EASI
BLE
FEAS
IBLE
FEASIBLEN
OT (YET ) FEASIBLE
ORIGINAL
ORDINARY ORIGINAL
COLOURCOLOUR
COLOURCOLOUR
THE STORY
PERSONA, CONTEXT, AND OBJECTIVES OF THE SERVICE
Develop the user story by means of “serious play”. Keep in mind the various phases:notice, trigger, consider and decide, the use itself, help needed, relationship building after usage.Use this poster to draw out the service experience and show what is said using speech bubbles.
ACTIVITIES
TOUCH POINT
ACTIVITIES
TOUCH POINT
ACTIVITIES
TOUCH POINT
ACTIVITIES
TOUCH POINT
ACTIVITIES
TOUCH POINT
ACTIVITIES
TOUCH POINT
ACTIVITIES
TOUCH POINT
ACTIVITIES
TOUCH POINT
ACTIVITIES
TOUCH POINT
ACTIVITIES
TOUCH POINT
ACTIVITIES
TOUCH POINT
ACTIVITIES
TOUCH POINT
LEGEND
BEFOREHAND AFTER USEUSING THE SERVICE
SERV
ICE
PRO
VISI
ON
USE
RS
NEED
ACTIVITIES
What doesthe user want?
What doesthe user do?
TOUCH POINT
ANSWERS
How does the usercome in contact
with the service?
How are the demandsof the user answered?
(What does theemployee do?What does the
website do? Etc.)
STEPS Notice, understand, be triggered. Decide to use, first use, further use, help with problems. Building relationships, stimulating re-use, end of use.
Colour code and name of persona. Go through the “journey” for each of your personas. Indicate this with a colour line that connects the touch points that your persona uses.
First determine which touch points you want to test and then describe what you need for each touch point.
ELEMENTS
TOUCH POINT
Which parts do you want to test?
HOWHow do you want to execute (or have executed) the elements for the test? Describe or better yet make a sketch.
PEOPLEWhich employees (roles) do you need to execute the test?
PROPSWhich additional items do you need (table, chairs, etc.)?
WHOWho will execute this prototype?
ELEMENTS
TOUCH POINT
Which parts do you want to test?
HOWHow do you want to execute (or have executed) the elements for the test? Describe or better yet make a sketch.
PEOPLEWhich employees (roles) do you need to execute the test?
PROPSWhich additional items do you need (table, chairs, etc.)?
WHOWho will execute this prototype?
ELEMENTS
TOUCH POINT
Which parts do you want to test?
HOWHow do you want to execute (or have executed) the elements for the test? Describe or better yet make a sketch.
PEOPLEWhich employees (roles) do you need to execute the test?
PROPSWhich additional items do you need (table, chairs, etc.)?
WHOWho will execute this prototype?
TEST ASSIGNMENT, TEST CONTEXT
TEST
USE
RS
For each activity, make a note of what the most positive and most negative experience is.
EVALUATIONSee which positive and negative experiences repeatedly appear.Think how you can reinforce the positive and adapt the negative.
ACTIVITY
TOUCH POINT
BEFOREHAND AFTER USEUSING THE SERVICE
USE
RS
FRO
NT
OFF
ICE
BEHIND THE SCENES
BAC
K O
FFIC
E
ACTIVITY
TOUCH POINT
What does the userdo in this step?
What do the user andemployee use for this?
(folder, form,membership card, etc.)
ACTIVITYWhat happens here?
(what does the employee do, what does the application do,
etc.)
STEPS
TO DEVELOP
Notice, understand, be triggered. Decide to use, first use, further use, help with problems. Relationship building, stimulating re-use, end of use.
INTERNALPROCESSES
What do your employeesor systems do
behind the scenes?
EXTERNALPROCESSES
What happens inthe eco-system?
OR
GAN
ISAT
ION
AL E
NTI
TIES
MINIMUM VIABLE SOLUTIONS PILOT PROJECT - ROLL-OUT FULL IMPLEMENTATION
TIME
KPIs
From the blueprint, identify which touch points, front office interactions, back office interactions and underlying processes are needed at a minimum for the
service to work..
Make a note of what you want to work out for the roll-out. Make a note of what still needs to be worked out for the full roll-out of your service.
Write down here what you want to measure at this time.