EDUCAUSE Webinar: Introduction to Service Design

Introduction to Student Service Design © 2021 brightspot strategy. All Rights Reserved
INTRODUCTION TO STUDENT
SERVICE DESIGN
EDUCAUSE Scaling Chatbot Technology

Agenda
Introduction and Warm up 5mins
Student Experience 5mins
Service Design 5mins
Questions? 5mins
Service Design Case Studies 15mins
Questions? 5mins

Using Poll Everywhere
Option 1: WEB on Phone
www.pollev.com/brightspot
Option 2: WEB in Browser
www.pollev.com/brightspot

The real data in case you’re curious...
Source: Wikipedia

INTRODUCTION

About me
Originally trained as an architect, I am a
strategist, facilitator, and sense-maker
who has helped transform nearly 100
colleges and universities.
I’m driven to help people, like to play in
intersections, and believe it’s people,
then programs, then places – and that
you can’t change one without the
others.

About brightspot
We are a higher ed strategy firm on a
mission to create more engaging and
equitable student experiences by
transforming college and university
spaces, services, staffing, and systems.
Together with our clients, we increase
student success, improve research
support, and enable staff productivity
while making institutions more efficient
and effective.

Our Results
We partner with leading colleges
and universities to get results.
Our recent results include:
- 253% increase in Net Promoter Score
- 93% student satisfaction
- 89% employee engagement
- 88% faculty satisfaction
- 84% reduced response times
- 30% reduction in space cost

Our Services
Visioning and
Strategic
Planning
Space
Programming
and Planning
Service
Design
Organizational
Design
Research and
Engagement
Master
Planning
Operational
Planning
Change
Management

Our Impact
Service Hubs
Providing seamless
services in a one-
stop-shop achieves
80-90% student
satisfaction and can
increase graduation
rates 6%.
Project Spaces
Supporting student
projects is a NSSE
"high impact practice"
and makes students
1.7x more likely to be
engaged at work.
Active Learning
Active learning can
reduce failure rates
from 34% to 22%,
moves students from
50th to 68th percentile,
and adds 0.3 to GPAs.
Workplace Innovation
Workplace satisfaction
and engagement are
correlated with
and we've reduced
response times by 2/3
and increased
productivity by 10%+

STUDENT EXPERIENCE
AND SERVICE DESIGN

STUDENT EXPERIENCE

Understanding student experience
brightspot’s Student Experience Canvas
Student experience is the
composite of students’
activities and interactions with
academic programs, student
services, technology, spaces,
and people, over time.

Designing student experience
brightspot’s Student Experience Canvas
Student’s experiences are the
result of design – intentional
or not – considering the range
of touchpoints and channels
over time.
Engaging, equitable student
experience only happens by
design.

Assessing student experience

Common student experience pain points

Common student experience solutions

We can apply the mindset,
skillset, and tools of service
design to improve students’
experiences.

SERVICE DESIGN

Service design in higher education

Service design principles
To transform higher education, service
designers can use these ﬁve principles to
guide their process and approach:
1. Have people shape their own future
2. Design inside-out and outside-in
3. Start with ‘why’
4. Find inspiration internally and externally
5. Prototype ideas to make the case

Service design tactics
To apply these principles in transforming
higher education, service designers can
use these ﬁve tactics:
1. Train staff in service design
2. Treat space as a service
3. Redesign student services
4. Reorganize staff for collaboration
5. Show new ways of working
Service Blueprinting Workshop

Personas
Personas are ﬁctitious characters created to
embody speciﬁc key traits of target user
groups. Personas allows you to package
user research data into sample users that
can, in turn, be used to develop use cases to
inspire and evaluate services.
Example of personas for an interdisciplinary facility

Journey maps
A Journey map is a visual representation of
how a person experiences a service over
time. Journey maps can be evaluative tools
diagnosing current experiences or they can
be generative tools describing desired
future experiences for services that do not
yet exist.
brightspot student experience canvas

Service blueprints
A service blueprint is an operational
planning tool that provides guidance on
how a service will be provided by specifying
the physical evidence, front-stage staff
actions, back-stage staff actions, and
support systems needed to deliver the
service across its different channels over
time.
Service blueprint for book/tech checkout

Prototyping
A prototype is an experiment to test an idea
and get feedback from users and providers.
They range in levels of detail/ﬁdelity,
including storyboards, visual mock-ups,
functional mock-ups, pop-ups, and even pilot
projects.
Storyboard from a workshop on educators ideal classroom

Questions?

SERVICE DESIGN IN ACTION

UNDERSTANDING EXPERIENCE AT
METRO STATE

Assess the experience
We assess the student experience using
brightspot’s Student Experience Snapshot
survey (~10% of students) as we as four
thematic focus groups with ~40
participants). From these we identiﬁed
needs and opportunities.
Sample Student Experience Snapshot

Uncover insights
From the assessment we uncovered insights
about the key thresholds in the student
experience as well as key themes like
readiness, conﬁdence, priorities, navigation,
and questions.
Student quotes and imagery

Identify opportunities
Independent of demographics, faculty and
staff reported qualities of students who move
more seamlessly through the academic
experience, including:
- Systems savviness
- Personal resources
- Effective degree planning
- Fewer outside responsibilities
- Prioritizing extra-curricular activities
Opportunities by stage of experience

Brainstorm solutions
We developed multitude of strategies
within ﬁve areas of improvement, including
Career Mentorship Services, Academic
Advising, Student Support Services, Student
Social Life, and University Communication.
Brainstorming solutions

Prioritize ideas
Students were asked to rate their
overall interest in 19 proposed
strategies on a scale of 1 (not
interested at all) to 5 (very interested)
and this was used to inform
prioritization of the top ideas to
implement.
Student ranking of strategies

Develop ideas
We developed multitude of strategies
within ﬁve areas of improvement, including
Career Mentorship Services, Academic
Advising, Student Support Services, Student
Social Life, and University Communication.
These included:
- Career in the Classroom
- Career Networking Opportunities
- Digital Degree Planning
- Multi-Phase and Specialty Orientations
- Streamlined Appointment Scheduling
- Convening Cafe
“Career in the Classroom” program precedent (Cornell Tech)

IMPROVING STUDENT SERVICES AT
PORTLAND STATE

Work with existing data
Gap analysis conducted looking at current
systems, processes, and stafﬁng in areas
critical to online programs and compared to
industry best practices. We also built on A
Lumina/Parthenon study of student
typologies.
Caption

Assess needs
The brightspot team and Working Group
members conducted in-home interviews
with students, created a current experience
audit, and facilitated workshops with
students and the Working Group.
Caption

Identify pain points
Combining the data review, interviews, and
staff knowledge we identiﬁed key pain points
for adult online learners (which were also felt
by other students) to be addressed to
increase enrollment and retention. These
included:
- Degree planning
- Service navigation
- Service provider coordination
User interview about degree planning

Journey map solutions
With the working group, we brainstormed a
variety of solutions to address the priority
pain points. Then we communicated the
solutions by telling stories – with journey
maps – of these ideas in use.
Interactive degree planning journey map

Mock-up solutions
To provide a design brief for the solution, we
identiﬁed the problem, goals, requirements,
and features for the top ideas. We
communicated these through visual mock-ups
in order to get feedback from users, staff, and
leadership.
Caption

Implement ideas and evaluate
The degree mapping and redesigned
service portal were implemented, the latter
using Modo Labs platform. In its ﬁrst year,
the myPSU was used 90M times by ~30k
students. was rated the easiest platform to
use, and 1st year retention increased from
~70% to ~74%.
Redesigned “myPSU” student portal

CONNECTING FROM AND BACK OF
HOUSE AT NYU

Assess the needs
We assessed student needs via interviews,
workshops, observations, and an online
survey. Greater variety, additional service
offerings, and an emphasis on productivity
emerged.
Workshop mapping current/future services

Identify the services and shifts
To respond to student needs, we
redesigned the service model, exploring
existing and new services as well as how,
where, and when they were delivered.
This uncovered the need for a major shift
from a individual work to more ﬂexible,
collaborative and creative space, changing
the front-of-house services and
back-of-house operations.
Service Shifts
Front of house Back of house
Fixed to flexible Roving staff reconfigure
spaces
Individual to collaborative Programming to activate
space
Desktops to laptop Laptop lending
Transactional to
consultative
Staff training to diagnose
and engage
Hidden to prominent
location
Use technology to free
up staff time

Blueprint the services
To think through the delivery of services in
detail, we co-created service blueprints that
look at customer actions, front- and
back-stage staff actions, and supporting
systems.
Laptop checkout service blueprint

Prototype new services
We tested future concepts for laptop lending
as well as ﬂexible, collaborative spaces. These
helped staff transition to the new service
model and work out some kinks. The
prototype used a “walk-through” approach to
map out the step and test the interactions.
Prototyping laptop checkout

Develop staff
To enable full-time and student staff to
implement the new service model, we
designed, delivered, and assessed a
hands-on staff training program that
covered topics like services, referrals,
non-verbal communication, and dealing
with challenging situations.
Staff training session

Assess performance
Through interviews, workshops, observations,
and an online survey, we assessed how well
we achieved our goals and compared
activities and satisfaction before and after.
In addition to signiﬁcant increases in
satisfaction, we also observed a 63% increase
in collaborative activities, a 59% decrease in
checking email/social media, and a 39%
increase in staff conﬁdence.
STUDENT SATISFACTION Before After
General technology 82% 92%
Atmosphere 70% 91%
Availability of space 63% 82%
Staff courtesy 63% 81%
Staff helpdesk 62% 79%
Staff knowledge 62% 76%
Variety of space 60% 85%
Specialized technology 45% 78%
Net PromoterTM
Score 15 53

10 STUDENT EXPERIENCE TACTICS

10 ways to Improve your student experience

THANK YOU!
Elliot Felix
elliot@brightspotstrategy.com
Sign-up for monthly insights: http://bit.ly/bspot_signup

EDUCAUSE Webinar: Introduction to Service Design

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