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A couple of years ago we decided that our vision at Optimal Usability was to help transform New Zealand organisations into providers of world- class customer experiences. We quickly came to the conclusion that world- class experience is almost always across channels, and while we had done lots of projects with different channels, very few were about researching and designing the end-to- end experience. This was about the same time that service design was gaining some currency as an umbrella term for cross-channel customer experience. We figured that we really needed to bone up on what service design was, and how it applied to what we did. The resulting journey took us 3 years and we discovered a lot about how to “learn service design”. Some innovative approaches included spending 3 months doing service design on ourselves, interviewing CEOs of service design companies and conducting internal knowledge sharing sessions. In this presentation I'll share our journey, our lessons and our mistakes; and give you some ideas that you can try.
Citation preview
How we taught ourselves
service design
Service Design 2012 5 May 2012 Sydney, Australia Trent Mankelow Optimal Usability
2003:Usability Focus on a single screen
Focus on a single touchpoint
2003:Usability
2004:User Experience
Focus on a single screen
2008:???
Focus on a single touchpoint
2003:Usability
2004:User Experience
Focus on a single screen
Focus on all of the touchpoints that make the entire experience
This is the same stuff we are
thinking about!
But Where to start?
How do we learn?
1. Experience
2. Observe and reflect
3. Develop ideas
4. Test ideas
Experiential Learning Theory – David A. Kolb
Kolb. D. A. and Fry, R. (1975) Toward an applied theory of experiential learning. in C. Cooper (ed.) Theories of Group Process, London: John Wiley
Step 1. Experience
Step 2. Observe and reflect
Step 3. Develop ideas
Version 1: Too much detail on one slide
Version 2: Split into two slides
Step 4. Test ideas
1. Experience
2. Observe and reflect
3. Develop ideas
4. Test ideas
Step 5. Start over again at Step 1…
1. Experience
2. Observe and reflect
3. Develop ideas
4. Test ideas
In April 2010 we ran a 3-month service design project on ourselves
[Screenshot of blog - http://ouservicedesign.wordp
ress.com/]
17
We used a blog to document the learnings…
…together with video diaries
The project resulted in lots of interesting artefacts…
[Screenshot of Hello book]
..and led to concrete change in the our own client experience
It even influenced how we went about our recent office refit
Step 1. Concrete experience taught us...
1. It’s crucial to keep iterations short and the scope narrow
2. We had to give ourselves license to fail
3. Don’t underestimate the need to sell internally
1. Experience
2. Observe and reflect
3. Develop ideas
4. Test ideas
Observe
– Read
– Interview
Reflect
– Present
– Write
27
There is a lot to read, but it can get a bit repetitive
[Scan of page in small black notebook from Ben Reason, notes from Peter Morville]
28
Interviewing luminaries was very interesting
[Venn diagram from small black notebook]
29
If you want to learn…teach. We started with a friendly client…
[Photo of Donna presenting at a breakfast briefing]
31
…Then we ran a ‘breakfast briefing’ – here’s our first in 2006
[Email invite to Wellington session, Sold out sign]
32
Introduction to Service Design breakfast briefing - Feb 2010
http://www.youtube.com/watch?v=GXitPLqQDxc
We then presented to in-house teams and industry groups
[Show screen shots of blogs from
http://www.optimalusability.com/category/service-design-
2/]
35
We also blogged about service design on our website
Step 2. Observing and reflecting
taught us...
4. Comfort – we could do this!
5. It helped to have existing platforms: YouTube, Slideshare, etc
1. Experience
2. Observe and reflect
3. Develop ideas
4. Test ideas
[Pic of Thea running her comics Knowledge Club]
40
Knowledge Club (c. 2007) 2 hours every fortnight
How can we use Knowledge Clubs to learn service design?
Service Design Knowledge Clubs
1. An introductory ‘whistle stop’ tour of 3 papers
2. Service Design Circus: 22 techniques in 120 minutes
3. In-depth on 4 of the most useful techniques
• 22 service design techniques in 120 minutes
• 5Ws + H
• References
• Examples
[Round 1 voting.xlsx]
45
We voted on the most interesting / useful techniques…
[Exploding trousers from storytelling.ppt]
…And ran in-depth sessions on the 4 that were most voted for
Some of the sessions were run by guest speakers
Lucha Libre poster from http://rderudooficial.blogspot.com.au/2011/01/nueva-gran-temporada-en-la-lopez-mateos.html
Step 3. Developing ideas
taught us...
6. It was important to have a safe place to experiment
Photo of wrestling gym from http://www.pueblacapital.gob.mx/work/sites/deporte/resources/LocalContent/181/1/08_img.jpg
7. Sometimes it’s good to be “forced” to learn
Photo from http://www.zimbio.com/pictures/jXJGlFDC4Zn/Mexican+Wrestlers+Lucha+Libre+Prepare+London
8. To develop our service design muscles we had to ‘‘get in the ring”
Photo from http://www.crackajack.de/2012/02/21/colin-delfosses-congolese-wrestlers/
9. We had to develop our own “fighting style”
Photo from http://www.zimbio.com/pictures/jXJGlFDC4Zn/Mexican+Wrestlers+Lucha+Libre+Prepare+London
1. Experience
2. Observe and reflect
3. Develop ideas
4. Test ideas
261,700 New Zealanders had falls in their
own homes in 2010
The societal and economic cost of all falls in New Zealand is
$1,840,000,000 p.a
ACC asked us to help.
What would you do?
1. We started by designing the approach, together with ACC, for one of New Zealand’s largest ever co-design projects
2. We ran 3 forums across NZ with approx. 100 staff
SHAPE OF THE DAY
Our task: Big, bold ideas to significantly reduce impact from falls in the home
4PM
9AM
ACC executive welcome
Who is falling?
What would Apple do?
Top 5 ideas
Road to reality
Dr Lou address
Wrap up
The agenda looked like this
We provided context to get the juices flowing…
…Including info on where and how people are falling
We used a ‘What would Apple do?’ exercise to solicit ideas
IMAGE PLACEHOLDER
3. Ran 3 public forums, which included roleplaying …
…and lots of sketching
4. We also ran an ideas competition at www.ideanation.co.nz
It gave me such pride in New Zealand to hear this message. The initiative is fantastic, and if it can be a catalyst for solutions at home, and then abroad, then that's tremendous. I'm so excited to hear what comes out of Idea Nation.
Top new zealand scientist
The programme is still running, so watch this space
Step 4. Testing our ideas taught
us...
10. We don't "own" service design
11. Clients say "customer experience" not "service design"
12. We need to back ourselves
Photo from http://www.zimbio.com/pictures/jXJGlFDC4Zn/Mexican+Wrestlers+Lucha+Libre+Prepare+London
In conclusion
Photo from http://picturepedaler.blogspot.co.nz/2010/10/new-miss-lavender-blue.html
A few tips 1. Give yourself license to fail
2. Don’t underestimate the need to sell internally
3. Use existing platforms, like blogs and networking drinks, to help “observe and reflect”
4. Create a safe place to experiment, and keep iterations short and the scope narrow
5. Sometimes it’s good to be “forced” to learn. To develop your service design muscles you need to get in the ring
6. Don’t be afraid of backing yourself, and developing your own “fighting style”
7. None of us "own" service design – it’s too big for that
But if you do nothing else to learn service
design...
1. Do real projects
2. Be an active part of the community
3. Be patient
1. Experience
2. Observe and reflect
3. Develop ideas
4. Test ideas
Thanks!
Trent Mankelow Optimal Usability
Photo from http://hispaniclondon.files.wordpress.com/2011/02/shiro-pose-by-siboni.jpg
