Slide deck from Liz Burow & Izac Ross's workshop at Lean UX NYC, April 13, 2013 In our knowledge-based economy, creating a good product isn’t the whole picture anymore. People expect great service. But what does that look like? What does it feel like? To create a dynamic and memorable service, businesses recognize the power of creating seamless experiences, rich with activities, environments, interactions, objects and users, from first encounter to lasting impression. The design profession is responding by finding new ways to overlap disciplines to build rich moments and interactions that in the end create emotive, authentic service experiences. The process of discovering, designing and weaving these touch points together is the core work and deliverable of service designers. In this interactive workshop, you will learn through ‘neckdown’ activities that will focus on using your body to enact what a service experience feels like and how to make it better. Emphasis will be placed on understanding the perform-ability of a service and not just it’s usability. What We’ll Do Together: You will be introduced to ‘service design’ methodologies and ‘body storming’ tools and will apply techniques through play, acting out the traits of the end-user by showing, not telling. Emphasis will be on trying to better understand how an end-user’s motivations, behaviors, beliefs and limitations can effect and direct a great service experience. The workshop will introduce personas and hypothetical scenarios as a jump-start to the body-storming activities. You will test your skills in collaborative groups and learn how to act out existing service experiences and improve upon them through additional skits. What you will learn: • Get more comfortable with ‘neck down’ thinking (using your body to test and learn) • A new technique to better empathize with the tangibles and intangibles of an end-user experience • Learn how to apply body storming to UX practices • Learn iterative methods to enact service experiences • Understand the key components to how services are composed.

1. Neck Down Designing
Service Design + Body Storming
Liz Burow & Izac Ross | April 13, 2013

2. @burlix @zaic
Space Strategist Experience Designer
HLW Moment

3. AGENDA
Getting to know each other 10 min
Service design theory 15 min
Body-storming theory 15 min
Today’s design challenge 10 min
Neck down designing 60 min
Reflecting 20 min

4. Services...

5. AHA...

6. AHA...

7. Meh...

8. 80%
Service companies that
believe they provide a
superior service proposition
Source: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database)

9. 80%
Service companies that
8% Companies whose
customers agree
believe they provide a
superior service proposition
Source: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database)

10. Service
Anticipation
80%
Service companies that
Gap
believe they provide a
superior service proposition
Source: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database)

11. Chances are, you work for a service

12. It’s not all digital

13. Your B2B “product” is one of your
customer’s touchpoints

14. What are services?

15. Services are outcomes in which
customers do not take
Text ownership of
physical elements involved.

16. Services are co-created by service users
and service employees.

17. More than just the user
Service customers
Service users
Frontstage employees
Backstage employees
Partner employees

18. Your outcome and experience is likely to be
very different than mine.

19. GIVE GET
Time Time
Money Money
Skilled labor Skilled labor
Goods Goods
Information Information
Data Data
Knowledge Knowledge
Aesthetics Aesthetics
Experiences Experiences

20. GIVE GET
Time Time
Money Money
Skilled labor Skilled labor
Goods Goods
Information Information
Data Data
Knowledge Knowledge
Aesthetics Aesthetics
Experiences Experiences

21. GIVE GET
Time Time
Money Money
Skilled labor Skilled labor
Goods Goods
Information Information
Data Data
Knowledge Knowledge
Aesthetics Aesthetics
Experiences Experiences

22. Exchanges occur through mediums...

23. called Touchpoints

24. The 5 P’s
People Place Prop Partner Process
Employees and The physical space or The objects and Other businesses or Workflows and rituals
other customers the virtual environment collateral used to entities that help to that are used to
encountered while the through which the produce the produce or enhance produce the service
service is produced. service is delivered. service encounter. the service encounter. encounter. Relates the
Forms, products, people, place, props,
signage, etc. and partners.

25. Front stage
Backstage
Partners

26. Enter
Ori
en
act t
tr
Entise
Entice
At
Experience
Service Cycle
Use
Re t
ain
Extend
Exit

27. Enter
Ori
t en
ac t
tr
Entise
Entice
At Service Cycle
Use

28. Re t
ain
Extend
Exit
Profitable customers
are those that return

29. Re t
ain
Extend
Exit
These moments can be
meh or amazing

30. Service Design...

31. User centered

32. Controller
Boxes Mint.com
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DIRECT I L LD
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PARTNERS ER
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PR
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Carbon Offset DE
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providers
I
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SI O
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&
Government REGULATE ENERGY MIX/CARBON ALLOWANCES
TO
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Local Utilities
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IF
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IC
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Policy
AT
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IN HOUSE
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UC
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/ providers
MIX
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TE E NE L
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$
Home Owners SELL Peek
with renewable Renewable Energy
State Power Energy Brokerage
SE
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peek
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DU
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Electricity O LIC
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TELLIT
PROVIDE SA N PROVIDE ECO MORTGAGE SECURITIES
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Bing Maps FU
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$ Freddie May
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$ TECH DATA
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PORT
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Controller AND SUP
Department of
INSTALL Dealer/
Boxes & in Energy
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touchpoints AC
Y
TR
DE
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NE
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RC
OS
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$ Cash Sources
Congress
! Threats to Peek
Local and State
Government
!

33. Co-creative

34. Sequential

35. Evidenced

36. Body-storming

37. Body-storming is
simply brainstorming

38. Done with the body

39. Figuring it out by
trying it out

40. Usablity is dead, it’s about perform-ablity

41. Refine closer to context

42. Define the how

43. Get the awkward out early

44. Define the service language

46. Core rules of body-storming

48. SAFE ZONE

49. SAFE ZONE
SHOWING, NOT TELLING

50. SAFE ZONE
YES, AND... SHOWING, NOT TELLING

51. Don’t be literal
SAFE ZONE
YES, AND... SHOWING, NOT TELLING

52. TRY MANY, NOT ONE
Don’t be literal
SAFE ZONE
YES, AND... SHOWING, NOT TELLING

54. Some mechanics

55. STORY + CHARACTERS
EMBRACE CONTEXT
F.O.H/B.O.H
BOOM wow wow BOOM
REHEARSE, REHASH, RECORD

56. Redesigning a Dry Cleaners

57. Note taking:
- Take notes on the 5 E’s and 5 P’s
- Listen for pain points

58. Alex |
Abby

59. Alex

60. Get going:
- Break into groups
- Grab a prob bag
- Download your videos

61. 1 & 2 you 3 & 4 you
have Alex! have Abby!
izac.me/alex.mov izac.me/abby.mov

62. Identify service pain-points
- pick top 3
- write them down

63. Identify people and props:
- choose your actors
- label your actors

64. Identify backend and unseen:
- choose your actors
- label your actors

65. Storm 1:
The existing senario

66. go

67. Stop

68. Storm 2:
Tweaking

69. go

70. Stop

71. Storm 3:
The backstage & partners

72. go

73. Stop

74. Reflection

75. What did you learn?

76. t
From

77. Keep refining...

78. Add evidence and test

79. `

88. Appendix

89. Common Service Design Tool:
PRE DURING POST
PROFILE
+
MOTIVATIONS:
EXPECTATIONS:
GOALS:
NAME:
LIMITATIONS:
-
DEMOGRAPHICS:
NEEDS: GAPS:
BENEFITS: AHA!:
PERSONA JOURNEY MAPPING STORYTELLING
PROFILES
F.O.H.
B.O.H.
SERVICE
EXPERIENCE BLUEPRINTING
PROTOTYPING

90. Traditional Blueprint

91. # of people in queue Drug in stock Length of wait time # of people in queue Prescription is filled Clear method of
Measures Time to front of queue Price of drug for pick up Time to front of queue on-time refill
5-45 min 25-90 days 5-10 min
30 sec 0-15 min 1-10 min 0-15 min 0-15 min
Time X day
Credit card terminal
State ID if controlled
Prescription/Script Loyalty card
Physical Retail location In-store wayfinding
Insurance Card
substance
Prescription bottle Prescription bottle
Signage Length of queue Prescription
Evidence State ID
Script bins
Drug info sheet
Bag, Receipt
Customer Queues and
waits to talk to
Verifies that
pharmacist can Agrees on time to
Pays for With prescription
Enters pharmacy Queues to pick up Verifies identity prescription and in hand, exits the Refill Request
Action pharmacist/ fill script on time, pick up
other items pharmacy
assistant with expected cost
Line of Interaction
Service Collects script,
insurance, Provides a time
Asks for Retrieves filled Places
prescription and
identifying prescription and
Employees and identifying frame
information scans the barcode receipt in bag.
information Gives bag to the
(HHI) customer
Digital & Credit card
Terminal asks for
Devices payment (see sub
(HCI) process 1.4a)
Line of Visibility
Pharmacist fills Places in POS: payment
POS POS Accounting system
prescription appropriate bin Approved
Backstage
action Inventory
POS prompts
Internal inventory
pharmacist to fill
management Fulfillment Queue management
the next script in
system system 15-45 days later
queue
Line of Internal Interaction
Insurance Payment Insurance
Drug supplier Goods supplier
Support company processor provider pays
benefits portion of
Processes script

92. Frameworks

93. A activity
E environment
I interaction
O objects
U users