SERVICE DESIGN Customer journey

Transcription

1 SERVICE DESIGN Customer journey

2 CONTENT Customer journey Service moments and touchpoints Service blueprint TOOLS AND METHODS Customer journey Service blueprint

3 SERVICE DESIGN PROCESS USER INFORMATION USER PERSONAS USER STORIES CUSTOMER JOURNEY SERVICE CONCEPT Design ethnography User personas User Stories Customer Journey Concept creation Storyboards Touchpoints Evaluation User Drivers Scenarios Service blueprint Testing User Needs

4 CUSTOMER JOURNEY Customer journey illustrates how the customer perceives and experiences the service interface along the time axis It also considers the phases before and after actual interaction with the service The customer journey serves as the umbrella under which the service can be explored, developed and systematised

5 RESERVED CUSTOMER JOURNEY Customer Journey AWARENESS RESEARCH DECISION Acknowledging the need for a product Research Choosing a model Comparing prices Choosing a place to buy PRE-PURCHASE PURCHASE POST-PURCHASE Reserving the car Checkout Getting the car Receiving the following assistance/ warranty services

6 CUSTOMER JOURNEY LIFE 2.0 EXAMPLES OF USER PERSONAS IN NORTH KARELIA FOR ELDERLY SOCIAL NETWORK SERVICE

7 SERVICE MOMENTS AND TOUCHPOINTS Services happen over time (episodes) with service moments and across several touchpoints (contact points) Total service experience is made up from contacts with the components such as service channels, behavior, service gestures, information, space and products The components and their style compose the service style together with the leading idea of the service

8 SERVICE MOMENTS AND TOUCHPOINTS The suitable design driver discovered through user needs and expectations along with the image aspirations of the company should become tangible in a service concept with a suitable service style (eg. Dignified, casual) The service style is visible in the touchpoints It can be experienced also with the behavior of the staff and how the functional/ technical interaction is planned to happen

9 SERVICE MOMENTS AND TOUCHPOINTS EXAMPLE OF DIFFERENT TOUCHPOINTS WITHING SERVICE

10 SERVICE BLUEPRINT Service design process is about Evidencing the intangible service Service blueprint helps to engage operations to go from the vision to reality Service blueprint describes the necessary resources (people, place, software, other ecquipments, networks)

11 SERVICE BLUEPRINT Description of critical service elements, such as time, logical sequences of actions and processes Specifying both actions and events that happen in the time and place of the interaction (front office) and actions and events that are out of the line of visibility for the users (back office), but are fundamental for the service

12 SERVICE BLUEPRINT Physical objects as service What does user do? Moments/Places customer contact What the staff do? What the staff do?

13 SERVICE BLUEPRINT SERVICE BLUEPRINT EXAMPLE OF THE ONLINE SERVICE

14 CUSTOMER JOURNEY - TOOL HOW? Create a well specified customer journey for your service solution The customer journey should contain the series of episodes from the customer point of view, service moments and touchpoints Instructions how to make customer journey description:

15 SERVICE BLUEPRINT - TOOL HOW? Create a service blueprint for your planned service solution: Show all the customer actions, environments and touchpoints Show all the front stage service provider interactions Show all the back stage service provider or stakeholder actions and resources Instructions how to create service blueprint:

16 SERVICE BLUEPRINT - TOOL