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Service Design at Optimal Usability

Everything interesting from Sam's service design project.

Sam Ng

on 29 June 2010

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Transcript of Service Design at Optimal Usability

Agenda Lessons learned Your goals to improve our clients have fun get smart(er) be respected idea build measure what do you want to know? The challenges 10 out of 10 NPS Can we get better?
Do we need to? Mastery. Goals Lessons learned Our challenges Possible solutions What now? My goals inspire you to great things to improve OU to improve you Project goals Improve the OU experience increase our service design smarts (mostly) improve existing innovate Too much!! because we want to Deliverables. show our value not just to our contact but the whole organisation. quantity (its about frequency) and quality. You = 90%+ We sell people. and personality
and communication
and trust
and respect
and all those good soft skills More please. I want more of something. but I'm not sure what. is it collaboration?
or leadership?
or skin in the game?
or just more of your time? Rough edges CX not SD (better) organised Taking care of impressions Website
Office (WLG esp)
Pleasant surprises Project management Handovers Responsiveness Known issue that is being addressed Feels like selling usability in 2002 Practical next steps, selling the SOW Conceptually agreed Nice-to-have Possible solutions The customer journey The process Touch point maps Service blueprints interviews desk research card sorting role played story telling video diary fly on the wall
Purpose Less market based relationship, more social based Exchange of an intangible Self direction to give you more engagement Motivation We like getting BETTER at stuff We're best when we have purpose. Larger rewards lead to poorer performance Social drinks to discuss customer experience Provide relaxed contexts for more social interactions between OU and clients centered around the customer experience theme. In particular we should try to invite interesting people outside our industry to chat about their views on customer service. Our need for challenge and contribution Open source. making a dent in the universe Making clients' expectations explicit Physical index cards with statements printed on them.
Cards are used primarily in a one-on-one situation to try and identify the things that are most important to the client.
This exercise is all about the discussion it can generate - not the cards themselves. Good questions for getting to know our clients We rely on intuition to ask good questions and build trust and respect. By creating our own checklist of questions and “things we would like to know”, we can be reminded of things to discuss at the right moments. The checklist is currently an insert that can be stuck into our notebooks. Experience and learn service design through Knowledge Club Scope, design and implement a small service design project for a suitable pro-bono client using 4 months of knowledge club time. Optionally, create two teams (smaller than one large team) to implement two projects. Improve our consulting skills through Knowledge Club Develop a set of practical consulting skills and tips to be delivered once a month after service design KC sessions. Topics can include meeting management, time management, project management, effective listening, conversation techniques, connecting with difficult people, asking good questions, presentation techniques, big picture thinking, building rapport, establishing credibility… Collect data in the SD blog As we learn more about service design, there will be a need to communicate, file and document our experiences. A blog is currently serving this need by acting as a central online resource for all OU related service design materials. The URL is http://servicedesign.optimalusability.com salesforce.com Make our UX library available to clients Clients regularly borrow our books, come into our offices to hang out and keep us on edge because they are upskilling as quickly as we are. Use project newsletters to communicate progress & findings Better communicate with our client’s organization by using visually rich and concise physical newsletters. It is intended that these are distributed in informal areas at client offices (kitchen, BBs, receptions even). General managers, developers, other business units and clients’ suppliers are finding out about us and contacting us because of the newsletter. Walk into a place where everybody knows your name. It'd be a touch of class to not have to waste time at the counter ordering coffee. It'd be better still if we had a client with us who was greeted by name on the way in. Develop a thorough list of cafes suitable for different occasions and locations. Find the best cafe or restaurant without having to think too hard about it. Know what clients prefer. Roster someone on each week to spend 30 min improving our environment. Get ourselves through 52 (small) improvements a year. Create a welcome pack for new clients and prospects. The welcome pack is given to prospects typically at the first coffee meeting (or posted to them prior to catching up). The intent is to be practical (services, contact details), communicative (here is what our culture is like and who our people are) and a passive sales tool (here is the full range of things we do, case studies for credibility). Clients get a good broad understanding of our capabilities, people and the type of deliverables they get after engaging us. Success is if the welcome pack saves us time, helps us sell more services per client and helps the client sell us internally. Service design is... Service design is (take your pick):
Set of instructions (specifications, drawings and schedules, etc.) necessary to construct an artifact or service.
Design for experiences that reach people through many different touch-points, and that happen over time.
Generation of information by which a required service or product can become a reality.
OR a user-centered approach to the design, delivery and improvement of a service. If it helps, think of service design as interaction design for all touch points involved in delivering a service. An experience results from the consumption of the service, so we often interchange service design for customer experience. The by-product of service design is (consistently) good customer experiences. “I’m on the Kapiti coast myself. I sure hope this weather clears.” “You can go onto our website to find out more. Is there anything else I can do for you?” We are no nonsense pragmatists that do what it takes
to get stuff done to a high standard. ps. Helping our stakeholders feel composed and in control, particularly as it pertains to our work, is what we need to aim for. Methods to try A license to fail reward experimentation - get permission to fail redefining 'wastage', admit mistakes Anticipate blow-out R: Scope play time scope can, will, balloon know which battles to pick R: start with as much strategy as you can. Shorten feedback loop bad experience with iterations. fail (and learn) fast Its important but not urgent narrow early R: create minimum viable prototype Sell. SELL. sell. sEll. SeLL Can clients implement? R: Sell. SELL. sell. sEll. SeLL Abstracting matters Juggling not recommended a lot to keep in your head. Looking busy does not count R: pairs, concentrated period. didn't feel like real work. but you need to find the core. then the rest follows when abstracting feels like a waste of time...
... we waste time looking busy on artifacts, models, posters. Trust yourself. make your own best guess. Don't worry about what others are saying and writing. pragmatism trumps ideology. Process Learn Create Assess Realise understand thinking generate filter test prototype
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