Meta Service Design

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    11-Aug-2014

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Slide deck from my #Devlove session at Tokyo covering #ServiceDesign, Information Architecture, and an Enterprise Architecture framework. Latest blog post on this presentation: http://sprmar.io/sdneia

Transcript

Meta Service Design #DevLove Kazumichi Sakata (@mariosakata) | Oct. 29th 2013 USER EXPERIENCE [...] too much attention to the needs of the users can lead to a lack of cohesion and added complexity in the design. - Don Norman Case Study The biggest lie in software is Phase 2. Failure to communicate strategy causes frontline workers to invent their own strategy. Design is about making things exactly as you want them. - Bruce Mau SERVICE DESIGN The Evolution of Problems TODAY Manufacture Advertise Sell Serve 20th Century Problems 21st Century Problems (Re)engagement Loyalty Deepening & Widening Advocacy Eciency & Ecacy Make a thing Make a prot Courtesy of Brandon Schauers future perfect for service experiences The Evolution of Problems Manufacture Advertise Sell Serve Machines (Re)engagement Loyalty Deepening & Widening Advocacy Eciency & Ecacy Make a thing Make a prot TODAY Humans Courtesy of Brandon Schauers future perfect for service experiences Serving is being human Serve people through journeys to transform you an them Courtesy of Brandon Schauers future perfect for service experiences Serving is being human Serve people through journeys to transform you an them Courtesy of Brandon Schauers future perfect for service experiences Service Transformations Front Stage and Back Stage' Service Design is about bridging these two. Front Stage and Back Stage' PRODUCTS OPERATIONS STRUCTURE CULTURE CUSTOMER TOUCHPOINT STAFF Courtesy of 5 Things I Wish I Knew - A Service Design Journey CUSTOMER EXPERIENCE (FRONT STAGE) BIZ & STAFF EXPERIENCE (BACK STAGE) H2H Communication Communication Service Ecology Map Courtesy of Rosenfeld Media 1982G. Lynn Shostack, (1982) How to Design a Service, European Journal of Marketing, Vol. 16 Issue: 1, pp.49-63 First (?) Service Blueprint Touchpoint, Line of Visibility, & Customer Journey Courtesy of rachelshadoan Service Designing Service from Inside and Outside Inside-Out & Outside-In Outside-In (Customer) Persona Customer Journey Touchpoint Inside-Out (Business) Products Operations Structure CultureIntangible Need to make strategy tangible. Need to show value through execution. Service Design dont stop at Vision. Vision > Planning > Execution > > Ideas Its not just about ideas Enterprise Architecture What is EA? Business Architecture IT Architecture A framework to manage and align an organizations IT Strategy. WHAT (Vision) HOW (Planning) BUILD (Execution) The Value of EA Business Architecture Application Architecture Data Architecture Technical Architecture Concrete framework In action! [...] My argument here is that the end objective is to engineer and manufacture the enterprise, not simply to build and run systems. - John Zachman EA enables collaboration and sharing of information to facilitate better understanding for both customers and stas. Information Architecture Most of the word information contains the word inform, so I call things information only if they inform me, not if they are just collections of data, or stu. - Richard Saul Wurman L A T C H Location Alphabet Time Category Hierarchy Methods of Organization EA Strategy Organization Data Application Technology Process 6 Domains of EA EA 6 Domains of EA Business Architecture IT Architecture Sample Architecture Courtesy of / Business Architecture IT Architecture Case Study Business + IT Architecture Customer Journey Map Life isnt just information. Its everything that data doesnt capture. META SERVICE DESIGN IA The 3 Circles of Information Architecture Users + Context + Content = IA Courtesy of User Experience Design Context Content Users IA Business Model Business Value Politics Structure Resources Context Volumes Formats Metadata Structure Content Who they are Behaviors Needs Users SP Service Provider Public or private Individual Organization Process SM Service Medium Product or system Individuals Organizations C/U Customer / User Individual Meta Activity of Service Service Triangle View designing for service as meta activity Courtesy of Designing for Service: Creating an Experience Advantage Service Triangle Dening assets, people, and operations from IA perspective Courtesy of Designing for Service: Creating an Experience Advantage C/U SM SP Strategy Organization Process Sta Location Meta Design Touchpoint Design Brand Experience Data Application Technology Name Gender Age Occupation Bringing new meaning to old concepts. SP Service Provider SM Service Medium C/U Customer / User WHAT (Vision) HOW (Planning) BUILD (Execution) Business Architecture Application Architecture Data Architecture Technical Architecture Business Architecture Application Architecture Data Architecture Technical Architecture C/U Customer / User C/U Customer / User Designing a Service BREAK Workshop Worst Case Scenario Step 1 Service Triangle Step 2 C/U SM SP Quick Sample of Service Triangle Business Blueprint Step 3 BIZ & STAFF EXPERIENCE (BACK STAGE) Quick Sample of Business Blueprint Intra Tool Tag Tag Tag Tag Tag Tag CUSTOMER EXPERIENCE (FRONT STAGE) Step 4 Service Design Plan Quick Sample of Service Design Plan User WHAT (Vision) HOW (Planning) Build (Execution) Business Architecture IT Architecture IT IT Closing Designs the interface of the experience. User Experience Design Designs the service and organization behind the experience. Service Design For better User Experience Great experience comes from great organizations. Designs communication for service development. Information Architecture THINKING Designs the IT capabilities of the service. Enterprise Architecture FRAMEWORK Just do forget it. Is User Experience Design an answer? ! ! Viability (Business) ! Feasibility (Technical) ! Desirability (Human) Innovation Courtesy of IDEO The Missing Link Our goal is to deliver appropriate, actionable, and tangible strategies. Keeping on doing the same thing and expecting dierent results is one denition of insanity. - Albert Einstein Some people see innovation as change, but we have never really seen it like that. Its making things better. - Tim Cook Contact Me sprmario.hatenablog.jp www.facebook.com/kazumichi.sakata www.twitter.com/mariosakata kazumichi.sakata@gmail.com ShibuyaUX & UX Tokyo Concent, Inc. Ideas are worth nothing unless executed! Thank You!