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n an age of increasingly portable and ubiquitous content, digital products have been liberated from the notion of place. As Peter Morville has written, the lines between product and service have blurred to create multi-channel, cross-platform, trans-media, physico-digital experiences. For marketers, it’s becoming less effective to think about a “drive to”, and for designers it’s not enough to simply design for discreet channels and platforms. People are starting to use products and information in uniquely individual ways. And as products evolve into larger ecosystems, they become systems of services.So how do we design for such spaces? How do we get to a strategy for facilitating the best customer experience at the right time and in the right place and on the right channel? And why is this a good thing? How can we grow a service ecosystem in a way that makes sense for customers as well as business?Storytelling, as a framework for both strategy and design, is one way to get there. In a world of personalized experiences, we need to begin thinking about multi-strand narratives involving the integration of a digital product in the context of everyday life. Storytelling, used this way, becomes the bridge between the data (flow of information) and the customer interaction (across multiple touchpoints). It can inform “the what” as well as “the how” of product and service design. It helps us coordinate larger, multi-disciplinary teams. And, most important, it helps us build better more personally relevant products and services.
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The Importance of Story(thinking) in the Age of Service Ecosystems CINDY CHASTAIN@cchastainIDEA 2010
what a service ecosystem looks like
information, tools, and guidance for every aspect of healthy weight loss
surrounds your reading with new resources, products, and services
stokes customer passions at every level
different types of content for different occasions, locations, media
Two types of service ecosystems
A single product or servicein multiple places…
A variety of product or services in different places…
Business Benefits
Creates more opportunities for engaging customers
Make it easier for customers to engage repeatedly and in ways that suit their needs
Helps grow and retain a loyal customer base
Introduces new revenue opportunities
Challenges
Identifying the thematic center of an experience.
Orchestrating a wide range of customer touch points.
Choosing what service tools, features and content to offer and where.
Managing the architecture, flow and consistency of data across multiple channels, platforms and services.
Aligning the efforts of large, multi-disciplinary teams.
story (thinking) = building narrative
strands as a framework for mapping customer experiences within an
ecosystem
mapping the existing ecosystem
Verizon’s service ecosystem
bringing you the best technology in all the right places?
finding existing storylines
three primary storylines
storylines and subplots
define themes and events
Five Personas for the Shopping StorylineThe Collaborator
The Get It DoneDecision Maker The Wheeler/Dealer
The Methodical Shopper The Opinion Seeker
It’s difficult enough to meet everyone’s needs in the house – why does the process have to be so complex?
Too much detail slows me down. I just want to check this off my to-do list as quickly as possible.
I love the feeling of gaming the system and getting a great deal.
The more I know, the less likely I am to be ripped off.
I’d hate to make the wrong choice so I check with people who might know more than I do.
• Considers the needs and preferences of other members of the household
• Gathers research and questions to discuss offline with a collaborator
• Knows what they want and needs to take care of business efficiently
• Sets time limits for decision making process
• Willing to spend the time and effort to negotiate and find deals, coupons, offers
• Believes they need to talk to a person in order to get the best possible deal
• Has a thorough system for gathering and evaluating information from a lot of sources (blogs, reviews, articles, reports, etc.)
• Creates personal lists and charts to compare findings
• Insecurity about their own knowledge and expertise drives them to validate decisions with other people
• Considers opinions from friends, family, colleagues and online peers
set up the main story line
define experience themes
develop subplots
use as the foundation for experience strategy
foundation for experience strategy
mapping subplots to the ecosystem
storyline mapped to locations
existing learn events mapped to locations
new opportunities in the ecosystem
Existing sign-up events
creating stories for design
collaborator learn journey
A.
B.
C.
D.
E.
final thoughts
The Benefits of Story
Helps define a collection of experiences around a common theme
Keeps customers needs at the center of business decisions
Informs the value and quality of the customer interaction at various touch points
Help us define where to put the right features and service interactions
Informs the data model that will support those interactions
Make marketing efforts more relevant
Story lines and plots are the bridge between our collective thinking about what customers need to do and how and where they need to do it.
http://www.boxesandarrows.com/view/experience-themes
THANKS!
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