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Neck Down Designing
Service Design + Body Storming
Liz Burow & Izac Ross | April 13, 2013
@burlix                @zaic
Space Strategist   Experience Designer
     HLW                 Moment
AGENDA
Getting to know each other   10 min
Service design theory        15 min
Body-storming theory         15 min

Today’...
Services...
AHA...
AHA...
Meh...
80%
               Service companies that
               believe they provide a
               superior service propositio...
80%
               Service companies that
                                                                                ...
Service
                                                                                               Anticipation
      ...
Chances are, you work for a service
It’s not all digital
Your B2B “product” is one of your
customer’s touchpoints
What are services?
Services are outcomes in which
customers do not take
                    Text ownership of

physical elements involved.
Services are co-created by service users
and service employees.
More than just the user
  Service customers
  Service users
  Frontstage employees
  Backstage employees
  Partner employe...
Your outcome and experience is likely to be
very different than mine.
GIVE                      GET
Time                    Time
Money                 Money
Skilled labor   Skilled labor
Goods...
GIVE                      GET
Time                    Time
Money                 Money
Skilled labor   Skilled labor
Goods...
GIVE                      GET
Time                    Time
Money                 Money
Skilled labor   Skilled labor
Goods...
Exchanges occur through mediums...
called Touchpoints
The 5 P’s



People                  Place                     Prop                 Partner                  Process
Emplo...
Front stage

Backstage

Partners
Enter




                                                Ori
                                                   en
      ...
Enter




                                Ori
                  t                en
                ac                   t...
Re t
                         ain
         Extend

                               Exit


Profitable customers
are those th...
Re t
                        ain
        Extend

                              Exit




These moments can be
meh or amazing
Service Design...
User centered
Controller
                                                                                                              B...
Co-creative
Sequential
Evidenced
Body-storming
Body-storming is
simply brainstorming
Done with the body
Figuring it out by
trying it out
Usablity is dead, it’s about perform-ablity
Refine closer to context
Define the how
Get the awkward out early
Define the service language
Core rules of body-storming
SAFE ZONE
SAFE ZONE


       SHOWING, NOT TELLING
SAFE ZONE


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


              SAFE ZONE


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


                    SAFE ZONE


      YES, AND...          ...
Some mechanics
STORY + CHARACTERS
                     EMBRACE CONTEXT


                          F.O.H/B.O.H
BOOM wow wow BOOM

 REHEAR...
Redesigning a Dry Cleaners
Note taking:
- Take notes on the 5 E’s and 5 P’s
- Listen for pain points
Alex |
Abby
Alex
Get going:
- Break into groups
- Grab a prob bag
- Download your videos
1 & 2 you            3 & 4 you
have Alex!          have Abby!



 izac.me/alex.mov    izac.me/abby.mov
Identify service pain-points
- pick top 3
- write them down
Identify people and props:
- choose your actors
- label your actors
Identify backend and unseen:
- choose your actors
- label your actors
Storm 1:
The existing senario
go
Stop
Storm 2:
Tweaking
go
Stop
Storm 3:
The backstage & partners
go
Stop
Reflection
What did you learn?
t


    From
Keep refining...
Add evidence and test
`
Appendix
Common Service Design Tool:
                                                 PRE    DURING               POST

           ...
Traditional Blueprint
# of people in queue     Drug in stock          Length of wait time              # of people in queue                     ...
Frameworks
A   activity
E   environment
I   interaction
O   objects
U   users
Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences
Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences
Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences
Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences
Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences
Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences
Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences
Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences
Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences
Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences
Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences
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experiences Slide 21 Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences Slide 22 Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences Slide 23 Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences Slide 24 Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences Slide 25 Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences Slide 26 Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences Slide 27 Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences Slide 28 Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences Slide 29 Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences Slide 30 Neck Down Designing: using service design & bodystorming to move from EH to AHA! 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Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences

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.

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Neck Down Designing: using service design & bodystorming to move from EH to AHA! experiences

  1. 1. Neck Down Designing Service Design + Body Storming Liz Burow & Izac Ross | April 13, 2013
  2. 2. @burlix @zaic Space Strategist Experience Designer HLW Moment
  3. 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. 4. Services...
  5. 5. AHA...
  6. 6. AHA...
  7. 7. Meh...
  8. 8. 80% Service companies that believe they provide a superior service proposition Source: Bain Customer-Led Growth diagnostic-questionnaire; salmetrix (Net Promoter Database)
  9. 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. 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. 11. Chances are, you work for a service
  12. 12. It’s not all digital
  13. 13. Your B2B “product” is one of your customer’s touchpoints
  14. 14. What are services?
  15. 15. Services are outcomes in which customers do not take Text ownership of physical elements involved.
  16. 16. Services are co-created by service users and service employees.
  17. 17. More than just the user Service customers Service users Frontstage employees Backstage employees Partner employees
  18. 18. Your outcome and experience is likely to be very different than mine.
  19. 19. GIVE GET Time Time Money Money Skilled labor Skilled labor Goods Goods Information Information Data Data Knowledge Knowledge Aesthetics Aesthetics Experiences Experiences
  20. 20. GIVE GET Time Time Money Money Skilled labor Skilled labor Goods Goods Information Information Data Data Knowledge Knowledge Aesthetics Aesthetics Experiences Experiences
  21. 21. GIVE GET Time Time Money Money Skilled labor Skilled labor Goods Goods Information Information Data Data Knowledge Knowledge Aesthetics Aesthetics Experiences Experiences
  22. 22. Exchanges occur through mediums...
  23. 23. called Touchpoints
  24. 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. 25. Front stage Backstage Partners
  26. 26. Enter Ori en act t tr Entise Entice At Experience Service Cycle Use Re t ain Extend Exit
  27. 27. Enter Ori t en ac t tr Entise Entice At Service Cycle Use
  28. 28. Re t ain Extend Exit Profitable customers are those that return
  29. 29. Re t ain Extend Exit These moments can be meh or amazing
  30. 30. Service Design...
  31. 31. User centered
  32. 32. Controller Boxes Mint.com Green-E ! AT A DIRECT I L LD YB PARTNERS ER G COM PR EN OV Carbon Offset DE MIS I DE providers I OV S SI O PR DA TA NS Federal & Government REGULATE ENERGY MIX/CARBON ALLOWANCES TO CE Local Utilities RT $ BUI ! IF S E LL Smart Grid IC LD Policy AT $ IO N IN HOUSE OF S Renewable NCE PR SELL OWA energy ALL ENTITIES OD SE BON certificate UC CAR $ LL / providers MIX TS RGY TE E NE L ULA SEL REG $ Home Owners SELL Peek with renewable Renewable Energy State Power Energy Brokerage SE Government Resources Certificates LL ! Federal peek Government DU CT S $ Renewable Electricity O LIC Y ! O EP SEL PR Providers N GY MI ER ER L N T IE SE DE IF RT D CE AN EM D TE LA GU RE $ ISOs Green-E RE DETE PAY R GU MINE SEL LAT POLI E $ CY DE FO State MA LE Local Utilities ND RE Government XC ! NE ES ! RG SE Y NE Y RG Personal PV System E DATA Installation TELLIT PROVIDE SA N PROVIDE ECO MORTGAGE SECURITIES $ IO AT TIFIC Fannie & Bing Maps FU ER NG UILD NT S& C RI CI ND IN G& $ Freddie May TO B IE P IN SIONS CL & CE MIS ON NT COM SI IVE IS S CO M M $ TECH DATA OEM for Solar Panel PORT S EL Controller AND SUP Department of INSTALL Dealer/ Boxes & in Energy LE Installers Solar Panel Home Energy OEMS NE Monitoring RG ! T touchpoints AC Y TR DE N CO TE CONTRA MIR Credit Bureaus NE ABO CT UT SU EEM Auditors BS OF ID EC IZE O S LO CO AN NS S U Contractors for ME Local Utilities Home Efficiency RC OS T Holistic $ Cash Sources Congress ! Threats to Peek Local and State Government !
  33. 33. Co-creative
  34. 34. Sequential
  35. 35. Evidenced
  36. 36. Body-storming
  37. 37. Body-storming is simply brainstorming
  38. 38. Done with the body
  39. 39. Figuring it out by trying it out
  40. 40. Usablity is dead, it’s about perform-ablity
  41. 41. Refine closer to context
  42. 42. Define the how
  43. 43. Get the awkward out early
  44. 44. Define the service language
  45. 45. Core rules of body-storming
  46. 46. SAFE ZONE
  47. 47. SAFE ZONE SHOWING, NOT TELLING
  48. 48. SAFE ZONE YES, AND... SHOWING, NOT TELLING
  49. 49. Don’t be literal SAFE ZONE YES, AND... SHOWING, NOT TELLING
  50. 50. TRY MANY, NOT ONE Don’t be literal SAFE ZONE YES, AND... SHOWING, NOT TELLING
  51. 51. Some mechanics
  52. 52. STORY + CHARACTERS EMBRACE CONTEXT F.O.H/B.O.H BOOM wow wow BOOM REHEARSE, REHASH, RECORD
  53. 53. Redesigning a Dry Cleaners
  54. 54. Note taking: - Take notes on the 5 E’s and 5 P’s - Listen for pain points
  55. 55. Alex | Abby
  56. 56. Alex
  57. 57. Get going: - Break into groups - Grab a prob bag - Download your videos
  58. 58. 1 & 2 you 3 & 4 you have Alex! have Abby! izac.me/alex.mov izac.me/abby.mov
  59. 59. Identify service pain-points - pick top 3 - write them down
  60. 60. Identify people and props: - choose your actors - label your actors
  61. 61. Identify backend and unseen: - choose your actors - label your actors
  62. 62. Storm 1: The existing senario
  63. 63. go
  64. 64. Stop
  65. 65. Storm 2: Tweaking
  66. 66. go
  67. 67. Stop
  68. 68. Storm 3: The backstage & partners
  69. 69. go
  70. 70. Stop
  71. 71. Reflection
  72. 72. What did you learn?
  73. 73. t From
  74. 74. Keep refining...
  75. 75. Add evidence and test
  76. 76. `
  77. 77. Appendix
  78. 78. 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
  79. 79. Traditional Blueprint
  80. 80. # 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
  81. 81. Frameworks
  82. 82. A activity E environment I interaction O objects U users
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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.

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