Service Design Blueprinting Workshop

UX Australia 2013

Andy Polaine
andy@polaine.com
@apolaine
www.polaine.com

Notes: http://pln.me/uxoz13
Time Activity

Introduction to service design and the anatomy of a

9.00–9.45
service blueprint
Blueprinting as a tool to brainstorm, analyse and
9.45–10.30
develop service concepts. Getting started on the wall.

10.30–11.00 E-mail/coffee break

Taking journeys through the blueprint to develop

11.00–12.00
storyboards, design & business specifications

12.00–12.30 Elevator pitches!

Schedule

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

FROM PRODUCTS
TO SERVICES
 “We shape our tools and
thereafter our tools shape us.”

J.M. Culkin / Marshall McLuhan

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

Industrialisation changed our relationship to products
Source: Google hosted Life magazine archive
UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop
Services are not products

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

 Management

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Industrial thinking – top-down, command and control

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

Product and single screen experiences VS…

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

 Mobile

Web

People

Print

Products

ThirdParty™

Other Services

Marketing

…services experienced in ecologies

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

Service experiences unfold over time and touchpoints
Image Sources: Andy Polaine. London/RoW: Stefan Kellner
UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop
SERVICE
BLUEPRINTING
UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop
Exhibit I Blueprint for a Corner Shoeshine
Standard Brush Apply Buff
execution time Collect
shoes polish payment
2 minutes

Total 30 30 45 15
acceptable seconds seconds seconds seconds
execution time
5 minutes Wrong
Fail
point color
wax

Seen Clean Materials

by customer shoes (e.g., polish,
cloth)

45
seconds Facilitating products

Line of Facilitating services

visibility and products
Not seen
by customer Select
but necessary and purchase
to supplies
performance

ties, and building in fail-safe measures, the designer

must consider the execution.The developmentExhibit
of blueprinting
II
Since all services depend on time, which is usually
Shoeshine Profitability Analysis
Execution Time
the major cost determinant, the designer should es-
tablish a standard execution time. As a blueprint is 2 minutes 3 minutes 4 minutes
Shostack, G. L. (1982). How to design a service. European Journal of Marketing, 16(1), 49-63.
UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop
 Processes implying Intranet
physical movement Automated operations

Processes performed The system gets ready

by the service for new users
operator Human and/or
Processes performed automated operations
by the user

The system verify J's

Identity and logs john in
Entrance/reception Working space

John Enters Receptionist John is guided to

Receptionist Receptionist John works on
introduces John to the workstation John Logs in
welcomes John informs John his CV
room assistant

The billing person

John leaves John's member John pays the John goes to pay John saves his The system Saves J's
processes John's John logs out
card is updated bill the bill work work in his directory
bill

The system saves J's

settings

Front office

Back office
Room assistant runs
System the software to clean
Accounting Space and back-up up the system
system registers Billing system facilities
payment maintenance
Technical
maintenance &
Physical Virtual upgrade
Environment Environment

Process maps – boxes and arrows

Figure 8 Representation of a use case for the TeleCentra project

Other methods proposed for the graphic representation of PSS are Petri Nets, used to
Morelli, N. (2002) Designing Product/Service Systems: A Methodological Exploration1, Design Issues 18 (3), 3-17
UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop
 Service Blueprint of Presby Neuro Clinic
PHYSICAL Front Waiting Front Waiting Front Hallway Exam MRI & Exam MRI & Door Tag Waiting Check-out
EVIDENCE Desk Room Desk Room Desk Room Chart Room Chart Room Room

Check-out,
PATIENT Sign In Wait Check-in Wait Responds
Follow to Wait in Answer
Wait
Ask Return
Wait Pay, &
ACTIONS Exam Rm Exam Rm Questions Questions Door Tag Leave

Line of Interaction

ONSTAGE Call Escort to

Check Meet Dr. Process &
CONTACT Welcome Process Patient Exam Rm
Vitals & Kassam Check-out
Ask Quest
PERSON

Line of Visibility

BACKSTAGE Get See Other Grab Check Place in Take See Other
See Other See Other
CONTACT Patient
Patients Patients Door Tag Patients
Patient Kassam Away Patients
PERSON Chart Location Bin Chart

Brings Chart in Grab Kassam

Door Tag To Be Chart Gets Quick
Back Seen Bin from Bin Review

Chart Write Rm Check

Taken by # on Patient Dictation
Staff Schedule Location

Line of Internal Interaction

SUPPORT Records/ Bin Chart Records/

Debbie’s Door Tag Schedule Database
Database System Storage
PROCESSES Chart Cart
System
System System System System

Understanding theinteraction
Big Pictureand visibility
Figure 5: Service Blueprint of Presby Neuro Clinic from Cliver, Hegeman, Lee, Libert, & Tennant (2008)
Lines of
The perception
We mapped of the
time, especially
entire timefortaken
clinic experience to carry outWhat
patients or complete
we found a service, is highly context and
ouchpoint
anddependent. A web
all of the supporting site
roles staffservice registration
and Dr. Kassam play that sends an e-mail response 24Clinic
hours later rather
œ
The backstage processes areof Presby
Service Blueprint quite chaotic.
Neuro from Cliver, Hegeman, Lee, Libert, & Tennant
han immediately
throughout. would be considered slow. On the other hand, a wedding invite or2013a- Andy
UX Australia thank youDesign
Polaine - Service letter sent
Blueprinting Workshop
Rail Europe Experience Map
Guiding Principles

People choose rail travel because it is Rail booking is only one part of people’s larger People build their travel plans over time. People value service that is respectful, effective
convenient, easy, and flexible. travel process. and personable.

Customer Journey

STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel

Enter trips Review fares Confirm Delivery Payment Review & Share experience
RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes
Select pass(es) itinerary options options confirm Follow-up on refunds for booking changes

Destination Look up
pages Change Check ticket Share
time tables E-ticket Print
plans status photos
at Station
Get stamp
Live chat for for refund Web
raileurope.com
questions
Plan with Map itinerary
interactive map (finding pass) Share
experience
May call if Buy additional (reviews)
DOING tickets
difficulties
occur
Kayak, View
Blogs & web/
compare maps apps
Travel sites Print e-tickets
airfare at home Paper tickets Plan/
Web arrive in mail Look up
confirm
timetables Arrange Request Mail tickets
Talk with activities
Google Research refunds for refund
friends travel
searches hotels

• What is the easiest way to get around Europe?
• Where do I want to go?
THINKING • How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.

• I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with
• Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends.
• What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive on time for my
FEELING • Frustrated that Rail Europe won’t ship tickets connection.
• A bit annoyed to be dealing with ticket refund
• I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. • Meeting people who want to show us around is fun, issues when I just got home.
• Am I sure this is the trip I want to take?
• Happy to receive my tickets in the mail! serendipitous, and special.

Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability

EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe

Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe

Opportunities
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL

Communicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning and
proposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too.

STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling

Customer journey/experience mapping

Make your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly at
more savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times.

STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel

Information Stakeholder interviews Customer Experience Survey Ongoing, Linear Non-linear, but
non-linear process time based
sources Cognitive walkthroughs Existing Rail Europe Documentation

Chris Risdon’s
Experience Map for customer
Rail Europe journey map
| August 2011

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

 Management

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Turn this model on its side

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

 Customer

Product

Marketing

Sales

Retail

Customer Service

Management

And you journeys over time and channels

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

 AWARE JOI N USE DE VELOP L EAV E

JOU R NE Y /
E XP ER IEN C E

PRINT
CH ANNE LS

WE B
P EO P L E
CR M
BAC KSTAGE

CEN TRE
CAL L

Basic form is a grid showing time and channels

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

 AWARE JOI N USE DE VELOP L EAV E

JOU R NE Y /
E XP ER IEN C E

PRINT
CH ANNE LS

WE B
P EO P L E
CR M
BAC KSTAGE

CEN TRE
CAL L

A typical Web project might be one channel

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

 AWARE JOI N USE DE VELOP L EAV E

JOU R NE Y /
E XP ER IEN C E

PRINT
CH ANNE LS

WE B
P EO P L E
CR M
BAC KSTAGE

CEN TRE
CAL L

Question for UXers: Who is designing all the rest?

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

Start off lo-fi

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

Or use a spreadsheet (if that’s your thing)

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

 Service Blueprint Template
Project Name

Version 1.0

Aware Join Use Develop Leave

Write an overall description of this phase here. For

example, "The customer receives an invite from a friend
via Facebook" or "Sees an advert in the train station and
goes to URL."

Describe key steps

of the interactions
here
Step
User

What is the
experience the
user has when this
Experience goes right?

Touchpoint Title
Description,
sketch, image of
Face to Face touchpoint

Print
Frontstage Touchpoint Channels

Web

Mobile

Location

Product

Customer Service
Backstage Processes/Support

I.T. Department

3rd Party Service

© 2013 Andy Polaine – This work is licensed under the Creative Commons Attribution 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by/3.0/.

Make it as big as you need - A0 or A1 is good

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

Or draw on a window and pretend you are in Star Wars

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

 AWARE JOI N USE DE VELOP LEAV E

JOU R NE Y /
E XP ER IEN C E

PRINT
C H AN N E LS

WE B
P EO P L E
CRM
BAC KSTAGE

CEN TR E
C AL L

Once you have your grid, start by filling in the key touchpoints. If you are starting with an existing service that you are improving/
extending, then you can put key insights – the results of your research – in here if you have space. For example, you might have
quotes from users (“I don’t understand this bill!”) or images of things going wrong or right (usually wrong).

Start by filling in the touchpoints from research

If you are inventing a new service from scratch, you might not have all the touchpoints in your mind

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

 AWARE JOI N USE DE VELOP LEAV E

JOU R NE Y /
E XP ER IEN C E

PRINT
C H AN N E LS

WE B
P EO P L E
CRM
BAC KSTAGE

CEN TR E
C AL L

Once you have your grid, start by filling in the key touchpoints. If you are starting with an existing service that you are improving/
extending, then you can put key insights – the results of your research – in here if you have space. For example, you might have
quotes from users (“I don’t understand this bill!”) or images of things going wrong or right (usually wrong).

Or start with a key idea & experience and work outwards

If you are inventing a new service from scratch, you might not have all the touchpoints in your mind

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

 AWARE JOI N USE DE VELOP LEAV E

JOU R NE Y /
E XP ER IEN C E

PRINT
C H AN N E LS

WE B
P EO P L E
CRM
BAC KSTAGE

CEN TR E
C AL L

Once you have your grid, start by filling in the key touchpoints. If you are starting with an existing service that you are improving/
extending, then you can put key insights – the results of your research – in here if you have space. For example, you might have
quotes from users (“I don’t understand this bill!”) or images of things going wrong or right (usually wrong).

Prioritise key touchpoints to develop

If you are inventing a new service from scratch, you might not have all the touchpoints in your mind

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

 AWARE JOI N USE DE VELOP LEAV E

JOU R NE Y /
E XP ER IEN C E

PRINT
C H AN N E LS

WE B
P EO P L E
CRM
BAC KSTAGE

CEN TR E
C AL L

Once you have your grid, start by filling in the key touchpoints. If you are starting with an existing service that you are improving/
extending, then you can put key insights – the results of your research – in here if you have space. For example, you might have
quotes from users (“I don’t understand this bill!”) or images of things going wrong or right (usually wrong).

Take slices through the blueprint to analyse

If you are inventing a new service from scratch, you might not have all the touchpoints in your mind

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

 AWARE JOI N USE DE VELOP LEAV E

JOU R NE Y /
E XP ER IEN C E

PRINT
C H AN N E LS

WE B
P EO P L E
CRM
BAC KSTAGE

CEN TR E
C AL L

Once you have your grid, start by filling in the key touchpoints. If you are starting with an existing service that you are improving/
extending, then you can put key insights – the results of your research – in here if you have space. For example, you might have
quotes from users (“I don’t understand this bill!”) or images of things going wrong or right (usually wrong).

Take journeys through the blueprint

If you are inventing a new service from scratch, you might not have all the touchpoints in your mind

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

 AWARE JOI N USE DE VELOP LEAV E

JOU R NE Y /
E XP ER IEN C E

PRINT
C H AN N E LS

WE B
P EO P L E
CRM
BAC KSTAGE

CEN TR E
C AL L

Once you have your grid, start by filling in the key touchpoints. If you are starting with an existing service that you are improving/
extending, then you can put key insights – the results of your research – in here if you have space. For example, you might have
quotes from users (“I don’t understand this bill!”) or images of things going wrong or right (usually wrong).

Align backstage and frontstage experiences & touchpoints

If you are inventing a new service from scratch, you might not have all the touchpoints in your mind

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

 Service Blueprint Template
Own Your Bank Data

Version 1.0

Aware Join Use Develop Leave

Default usage doesn't require much or any input from the More advanced usage allows for the connection to other bank All data connection and gathering is deleted. Customer
Customer enters account number and bank and the rest of the
Marketing campaign across print, digital media, in-bank customer. Their spending and saving data is gathered for the accounts (even other institutions), manual entry of data or receives confirmation of exactly what was deleted and how
information is pulled across from the account. This should be
and call-centre channels. bank's processing in any case, so this just displays it back to transactions and communication and sharing of basic levels of they can re-instate the service if they wish. Also a link to a final
as painless and easy as possible.
them in a variety of useful data-visualisation formats. data. Also export of data. download of data archive and/or print version.

Made aware of Log-into online

new services Sign up to connect After verification, Confirmation e- Customer can Verify request and Receives
banking as usual. Visualisations Request for
Step personal data automatically pulls mail, letter and export their own give option to confirmation of
Personal data now available across personal data
service to account int data. starter pack sent. data in different export final deletion
an option. channels deletion
formats archive.
User

"This looks great! "That's clever - it "This helps me

Finally a way to get "I trust these
automatically "I understand how understand my
a better overview people with my
Experience of my spending." financial
pulled in my this all works so personal banking
details so I don't easily." better and saves
information"
have to." me money"

In Branch Staff In Branch Staff

Face to Face

Online Banking Monthly Booklet Data Deleted Letter

Print
Frontstage Touchpoint Channels

Data Viz Online

Web

To: john@appleseed.com To: john@appleseed.com

From: security@yourbank.com From: security@yourbank.com
Subject: Personal Data Account Confirmation Subject: Personal Data Deletion Confirmation

Connect to XBank App Dear Mr Appleseed, Connect to XBank App Connect to XBank App Dear Mr Appleseed,

Thank you for adding Personal Data to your This e-mail is to confirm the deletion of your

Mobile
Cancel account options.Lorem ipsum dolor sit amet, Cancel Cancel personal data. Should you ever wish to reinstate
consectetur adipiscing elit. this service, you can do so by visiting http://
www.abank.com/data
Yours sincerely,
Yours sincerely,
Personal Data Team
Personal Data Team

Location

Product

Call-center
authentication
Letter sent along
Customer Service with personalised
Backstage Processes/Support

starter pack.

Disconnect data
Link account data account
Provide personal Delete data, send
to visualisation
I.T. Department database.
data export Provide archive
confirmation e-
options mail and letter
link - time
expired

- Secure printing
services for
monthly booklet.
3rd Party Service
- Distribution

© 2013 Andy Polaine – This work is licensed under the Creative Commons Attribution 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by/3.0/.

Did I mention make it big? You need big picture and detail.

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

 thinkdesigninschool
aware join use develop Exit

Ich freue mich auf die Plattform

EXPERIENCE Wow, da gibt es Unterrichtsmaterialien, Nach der Anmeldung überraschte mich ein
So schnell, so viele und bin gespannt, was andere Der Austausch mit
Ich wusste nicht
weiter und bekam
Da arbeiten Kinder motiviert anderen Lehrper-
Ideen…das hätte ich Lehrpersonen mit den Metho- eine hilfreiche Bera-
um den Kindern verschiedene Problem- Welcomepackage...nun habe ich alle wichti- zusammen, die haben noch sonen hat mir viele tung
dieser Klasse nicht denkarten machen.
neue Ideen gege-
lösungsstrategien beizubringen. gen Infos&die Kinder freuen sich. nie zusammengearbeitet. ben.
zugetraut.

Website/Plattform, Blog,Werbung in Schulzeitschriften, Pädagogische Hochschule, Website, Welcomepackage, Anmeldung, Login für Plattform Booklet mit Unterrichtsanleitungen (3), Toolbox, Material, Workshop, Methodenkarten, Designprozessplakate (6) Feedbackformular, Plattform - Login, Gästebuch, Newsletter Beratungstelefon, Abschlussbericht, Event zum Austausch
TOUCHPOINTS Lehrmittelverlag

Werbung in Schulmagazin Anmeldetalon für Workshop aus Magazin Die Lehrperson bekommt ein Welcomepackage
PRINT (+wahlweise mit Vorbereitungsgespräch) mit den entsprechenden Infos zugesendet.
Die Lehrperson bekommt die Toolbox. Die Lehrperson führt den Desing-
prozess anhand den Unterrichts-
Die Kinder kennen die einzelnen Kinder und Lehrpersonen füllen das Feedbackformular aus Die Toolbox wird zurückgesendet, da sie nur gelie-
hen und getestet wurde.
Schritte. Wenn sie im Unterricht
Bericht über TDIS-Projekt in Schulmagazin anleitungen selbständig durch. bei einer Aufgabe nicht weiterkom- Feedbackformular wird auf Wunsch der Lehrperson zugänglich gemacht
Bestellformular für Toolbox ohne Workshop Die Lehrperson wählt eine Unterrichtseinheit der Die Lehrperson will die Toolbox behalten und über-
die Arbeitsblätter runter. men, dürfen sie nun die Methoden-
Schulen direkt anschreiben Vorlagen aus. weist den Restbetrag.
karten selbständig gebrauchen.
Bestellformular für Toolbox als Testabo für 1 Monat

Lehrmittelverläge bieten Toolbox zum Kauf an – kann direkt bestellt wer- Anmeldung für Workshop auf der Website TDIS Die Lehrperson informiert sich auf der Plattform, welche Austauschplattform um neue Unterrichtsideen zu uploaden und zu diskutieren
WEB den. (+wahlweise mit Beratungsgespräch) Ideen andere Lehrpersonen umgesetzt haben und lässt
sich inspirieren. Blog zur Inspiration
Bestellformular für Toolbox
frontstage

Toolbox als Testabo für 1 Monat

Toolbox über den Lehrmittelverlag bestellen

Lehrperson bekommt eine An- Die Lehrperson bekommt eine Erinne-

MAIL meldebestätigung und Termin- rungsmail an den Workshop mit den let-
Erinnerung mit Login für Plattform versenden (falls vergessen) Dankesmail (inkl. Fotos des Workshops) versenden

vorschläge für das Beratungs- zen Infos (1 Woche vor dem Workshop). Mail mit Angeboten für Lehrpersonen & Klassen Newsletter 1x pro Monat (inkl. Zusammenfassung
gespräch (sofern ein solches Blog)
Gespräch gewünscht wird). Sign up für den Newsletter

Referate an Pädagogischen Hochschulen für Studenten Die Workshopleiterin
EVENTS bereitet 30 Minuten vor
Schulbeginn mit der Lehr-
person das Schulzimmer
entsprechend vor.
Der Worksop beginnt mit
einem Ice Breaker, wel-
cher einer ausgewählten
Methode der Methoden-
karten entspricht.
Mit dem Workshop wer-
den die 6 Schritte des
Desingprozesses im
Unterricht anhand eines
Themas eingeführt.
Zukunft: Referate an Pädagogischen Hochschulen für Studenten Austauschevent für Lehrpersonen (future: Kinder)
1. Workshops für Lehrer- mit Referenten zum Thema Kreatives Denken, 21st
team schulhausintern Referate an Schulen für Eltern und Lehrpersonen
3 Personen 1 Toolbox
2. Workshops für Eltern und
Lehrpersonen zusammen
zur Schulentwicklung

Die Lehrperson wendet den Designprozess selbstän-

PERSON Persönliche Erfahrungen werden weiter erzählt. Beratungssgespräch (freiwillig) wird von der Lehr-
person gewählt dig im Unterricht an.
Wird die Toolbox weiterempfohlen, erhält die entsprechende Person einen
freien Eintritt zu einem Referat (Austauschevent) Lehrperson wählt eine der 3 Unterrichtseinheiten

Lehrperson wählt ein eigenes Thema

• Werbung in verschiedenen Bildungsmagazinen lancieren 1. Anmeldebestätigung versen- Das Welcomepackage Das Vorbereitungs- Eine Erinnerungsmail • Rechnung versenden (nach Pilotprojekt) • Feedbacks auswerten - Workshop optimieren • Dankesmail versenden
• Verlag suchen, welcher die Methodentoolbox vertreibt (schulverlag.ch, den Login für Plattform ver- wird gepackt und enthält: wird versendet mit • Material für Workshop vorbereiten und in die Schule mitbringen • Blog führen – recherchieren • Newsletter zusammenstellen (1x monatlich)
neuland.ch) senden • kleines Überraschungs- Schulzimmer der den Informationen zur • Je nach Vorbereitungsgespräch wird die Anleitung gemäss Wunsch der Lehrperson abgeändert • Website aktualisieren • Austauschevent (2x jährlich vorbereiten)
• Kontakt aufnehmen mit Lehrmittelverlag 2. Welcome Package vorberei- geschenk (Zeitstopper, Lehrperson statt – das Räumlichkeit, den Ma- • Petra (26 Jahre) unterrichtet seit 2 Jahren in der Mittelstufe. Sie spürt den Druck der Eltern extrem und sichert sich durch Noten ab. Der offene Un-
• Projekt beschreiben in Bildungsmagazin (Die neue Schulpraxis, Bildung ten und versenden Prozesswürfel), Welcomepackage wird terialien und nützlichen knapp 4kg) terricht ist ihr sehr wichtig, doch dazu fehlen ihr oft die Materialien. Sie würde gerne ein Fach anders unterrichten, doch die Ressourcen fehlen und
die Zeit diese selber herzustellen hat sie nicht. Sie traut den Kindern noch nicht zu, dass sie selbständig arbeiten und unterstützt sie meist bevor sie
Schweiz, die schweizerische Zeitschrift für Bildungswissenschaften, 3. Vorbereitungsgespräch pla- • Zugangsdaten für die mitgebracht. Tipps. selber etwas ausprobiert haben. Es ist ihr aber auch bewusst, dass die Kinder handelnd lernen müssen, damit sie es verstehen. Da sie sehr viel Zeit
nen Plattform, um z.B. Ar- mit ihrer Vorbereitung verbringt, schätzt sie Projekte, welche sie etwas entlasten. Sie wünscht sich dass die Lehrpersonen wieder vermehrt respektiert
• Brief verfassen, um Schulen direkt anzuschreiben beitsblätter downzuloa- werden von der Gesellschaft.
backstage

• PHZ anfragen, um Referat zu halten Toolbox produzieren lassen
(o.ho)
den, Roger (33 Jahre) unterrichtet Englisch, Sport und Realien. Ihm liegt am Herzen, dass seine Schüler und Schülerinnen fürs Leben lernen. Dabei handelt
• Materialliste, was beim es sich nicht um Schulstoff, sondern Respekt, Verantwortungsbewusstsein etc. Er leidet unter dem Lehrplandruck, denn er bevorzugt lebensnähere,
alltags- und realitätsbezogene Themen. Er ist der Meinung, dass die Schule im Moment auswendig lernende Roboter züchtet, obwohl teamfähige,
Workshop vor Ort sein
kreative Denker in der Gesellschaft gebraucht werden. Er würde gerne neue Methoden anwenden, sofern sie den Richtlinien der Schule entsprechen
sollte und sucht daher oftmals im Internet nach Neuigkeiten. Leider hat er bis jetzt wenig gefunden, das nicht nur eine einmalige Angelegenheit ist, sondern
er fest in den Unterricht einbauen kann.

wichtig. Sie ist der Meinung, dass wenn man die Kinder selber machen lässt, diese sehr kreativ sind. Dies wird jedoch in der Schule oft gehemmt.
Die Kinder vergleichen sich gegenseitig, anstatt dass sie gemeinsam etwas erschaffen. Sie lässt die Kinder manchmal mit Restmaterial basteln. Sie
entwickelt gerne eigene Unterrichtslektionen, sofern sie die Zeit dazu hat.

Student example: Patricia Hegglin - ThinkDesignSchool

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

WORKSHOP
BRIEF
UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop
Q: How can the libraries of the future move beyond being a building full of books
and become a multichannel service across the city?

1. Brainstorm a service experience proposition

2. Map your ideas onto a blueprint using at least four different channels
3. Sketch out a storyboard/scenario
4. Pitch it

Workshop Brief - The library of the future

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

- Many people like the idea of libraries as “a good thing” even if they don’t use them personally
- The pain of a library is having to drop the books off again (and even pick them up).
- Librarians have a lot of great knowledge, but are hidden behind their desks and people don’t
want to disturb them.

- They are not so friendly and could be much more welcoming and comfortable to work in, also
as groups.

- Some people are hygiene-phobic about reading books so many other people have touched
(really).

- Libraries don’t make very good use of the data they collect automatically on people’s reading
habits

- Libraries should have a presence beyond their walls online, in the city
- Libraries an educational resource for many other socio-economic and ethnic groups

Some faux insights to kick-start things

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

DEVELOPING THE
SERVICE
PROPOSITION
UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop
1. Do people understand the service—what the new service is or does?

2. Do people see the value of the service in their life?

3. Do people understand how to use it?

4. Which touchpoints are central to providing the service?

5. Are the visual elements of the service working?

6. Does the language and terminology work?

7. Which ideas do the experience prototype testers have for improvement?

What to look for while developing and prototyping

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

1. Do people understand the service—what the new service is or does?

2. Do people see the value of the service in their life?

3. Do people understand how to use it?

4. Which touchpoints are central to providing the service?

5. Are the visual elements of the service working?

6. Does the language and terminology work?

7. Which ideas do the experience prototype testers have for improvement?

Concentrate on 1-4 for today

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

“A young man and woman from different social classes fall in love aboard an
ill-fated voyage at sea.” - Titanic

“When a Roman general is betrayed and his family murdered by a corrupt

prince, he comes to Rome as a gladiator to seek his revenge” - Gladiator

Screenwriters do this very well with loglines

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

Add visuals and the proposition is clear

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

Add visuals and the proposition is clear

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

Add visuals and the proposition is clear

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

Facebook in Three Acts:

1. A digital commons, upon which anyone who wishes may establish, free,
his or her own personal “page.”

2. Each page owner determines who is permitted access to his or her page.

3. Thus creating a worldwide community of “friends” who can interact with

other “friends” and communicate or share virtually anything they want.

– From Do the Work by Steven Pressfield

Or go for a three-act structure

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

Proposition, value, how, examples

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

Proposition, example, how

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

 https://www.telekom.de/is-bin/INTERSHOP.enfinity/WFS/EKI-PK-Site/
de_DE/-/EUR/ViewCategoryTheme-Start?KeywordPath=katalog
%2Fentertain%2Fangebote&vpnr=TP7SYSTELELA0002

Huh? (And what about that URL?)

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

Proposition, value, disappointment

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

Set expectations. If you go here…
Source: thomas-merton on Flickr
UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop
…you expect this
Source: kevinomara on Flickr
UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop
You also expect to eat fast – waiting is a service failure
Source: amanky on Flickr
UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop
BREAK OUT
DOCUMENTS
Break out detail into other documents

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

Journey Summary

Aware Join Use

Use 2 Develop Leave

Storyboards

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

Storyboards

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

Step/Stage Summaries

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

 Service Blueprint for trykksaker
Ungdomspakken

1 2 3

1 DM til foreldre som er gjensidigekunder

BESKRIVELSE
Ungdom som fremdeles har folkeregistrert adresse hos sine foreldre er dekket av deres innboforsikring. Derfor
kan eksisterende gjensidigekunder kjøpe Alt-i-orden-pakken til barna sine til en lavere pris. Denne DMen skal
kommunisere dette som en fordel, slik at pakken oppleves av foreldrene som noe fint man kan gi barna på veien.

FUNKSJONSKRAV
Sendes ut på sensommeren før studiestart.

Evt. legges ved årlig utsendelse av polisedokumenter eller lignende.

Det må klargjøres for mottak av:

 avklippbar svardel med bestilling av pakken
 SMS til 1960 for å bli oppringt av selger

INNHOLD
DMen skal inneholde:
 Et brev med tilbud om Alt-i-orden-pakken og avklippbar svardel
 Ferdigfrankert svarkonvolutt

Brevet skal:
 forklare at Gjensidige har en pakke som inneholder det unge voksne trenger av forsikring- og banktjenester
 forklare at de som gjensidigekunder kan kjøpe denne pakken til lavere pris fordi deres innboforsikring dekker
barna, så lenge de ikke melder flytting til folkeregisteret
 kort beskrive fordelene med Gjensidige bank
 kort beskrive forsikringsdekningene som er i pakken
 foreslå at foreldrene kan gi denne pakken til sine barn
 gjøre det lett å bestille pakken fra Gjensidige med svardel og ferdig frankert svarkonvolutt
 gjøre det lett å lære med om pakken ved å sende SMS med kodeord ORDEN til 1960

FORM
Bør se ut som vanlig kommunikasjon fra Gjensidige.

Design specifications for channels

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

Design specifications for individual touchpoints

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

EXPERIENCE
PROTOTYPING
MEASURING
Design and prototype the touchpoints

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

Place sketches in context

Source: Interaction ’11 runners

UX Australia upPolaine
2013 - Andy - Tom Haynes
- Service & Jane Leibrock
Design Blueprinting Workshop
Keep some things rough enough at first

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

 b0rrowbox
share what your neighborhood needs

Source: Interaction ’11 runner up - Izac Ross

Test prototypes in context, with people

UX Australiahttp://www.flickr.com/photos/tobiastoft/
2013 - Andy Polaine - Service Design Blueprinting Workshop
Measure across different channels, over time

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

 live|work experience prototyping a re-design of Oslo’s public transport services.

Prototypes and pilots provide design & business evidence

UX Australia 2013 - Andy Polaine - Service Design Blueprinting Workshop

 Thank you!

andy@polaine.com
@apolaine
www.polaine.com

Notes: http://pln.me/uxoz13
Rosenfeld Media 20% book discount code: UXAUS