Often, Service Design approaches can ask too much of an organization too soon. The difficulty is how to implement the opportunities uncovered from customer journey mapping. We recognize that companies work in silos and don’t change quickly. We’ve come up with ways to guide organizations through prioritized decision-making that will result in a meaningful change to the customer experience.
This webinar will focus on sharing consulting experiences and thoughts on how organizations can adopt Service Design in a manner that focuses effort and drives measurable business outcomes which work within existing organizational structures.
Complex User Interfaces Don't Need to Be...ComplexGfK User Centric
Some user interfaces (UIs) can be designed to be incredibly simple and easy to use, whereas other UIs need to incorporate and support some level of complexity, whether it be the agent's screen design for a call center or the user workflow for system admins on enterprise applications. All too often, UIs are painted with broad brush strokes in terms of simple vs. complex.
This webinar presentation addresses the following questions:
• Where does 'complexity' come from?
• What 'complexity' is unavoidable?
• What 'complexity' is avoidable, and how can you avoid it?
The Social Enterprise: How BMC Embraces Social CollaborationBMC Software
BMC Software Social Media experts share their experiences with rolling out a social program, and keeping users connected with each other and across the industry.
The document discusses Siemens Healthcare's approach to social media engagement. It outlines that Siemens uses social media to understand customer needs, provide thought leadership, and manage its brand and reputation. The document provides examples of Siemens' social media channels and initiatives, including platforms like YouTube, Twitter and Facebook. It also describes expert communities and industry blogs that Siemens supports. Finally, the document emphasizes that social engagement requires a long-term commitment to listening to audiences and providing quality, relevant content.
The document discusses integrative governance for adaptive work systems using a strengths-based socio-technical design approach. It proposes rethinking governance to focus on goal attainment, adaptation, long-term sustainability, and particularly integration. Integration is important to manage interdependencies between work tasks and people. A strengths-based approach designs systems that play to strengths while managing weaknesses. The document outlines a process for envisioning, designing, and evolving new integrative governance systems through exploration, imagining, selection, and delivery.
GSMI Social Media Strategies Summit Closing KeynoteChris Silva
The document discusses approaches for social media strategies. It recommends starting with three key objectives: learning about customers through social listening, engaging in dialogue through social channels, and advocating for the brand by recruiting unpaid supporters. It provides best practices for each objective, such as using free monitoring tools to learn, responding to existing discussions to dialogue, and cultivating ongoing influencer relationships to advocate. The document also stresses the importance of having the right internal structure like a hub-and-spoke model and social media mindset to scale beyond reactive efforts.
The document discusses the role of basin focal projects (BFPs) in achieving the impact objectives of the Challenge Program on Water and Food (CPWF). It defines impact as positive behavioral changes that increase water productivity for food and livelihoods in a sustainable way. BFPs and research projects must work together to define the desired changes and develop impact pathways. Partnerships with "next users" are important to deliver research products and tools to influence behaviors. Basin coordinators and theme leaders will help BFPs identify appropriate next users and support the development of impactful research questions and products.
This is a talk I gave for the first time at UPA Boston in May 2012. It's about a model I've been using to understand users for several years. What will you do with this tool?
Complex User Interfaces Don't Need to Be...ComplexGfK User Centric
Some user interfaces (UIs) can be designed to be incredibly simple and easy to use, whereas other UIs need to incorporate and support some level of complexity, whether it be the agent's screen design for a call center or the user workflow for system admins on enterprise applications. All too often, UIs are painted with broad brush strokes in terms of simple vs. complex.
This webinar presentation addresses the following questions:
• Where does 'complexity' come from?
• What 'complexity' is unavoidable?
• What 'complexity' is avoidable, and how can you avoid it?
The Social Enterprise: How BMC Embraces Social CollaborationBMC Software
BMC Software Social Media experts share their experiences with rolling out a social program, and keeping users connected with each other and across the industry.
The document discusses Siemens Healthcare's approach to social media engagement. It outlines that Siemens uses social media to understand customer needs, provide thought leadership, and manage its brand and reputation. The document provides examples of Siemens' social media channels and initiatives, including platforms like YouTube, Twitter and Facebook. It also describes expert communities and industry blogs that Siemens supports. Finally, the document emphasizes that social engagement requires a long-term commitment to listening to audiences and providing quality, relevant content.
The document discusses integrative governance for adaptive work systems using a strengths-based socio-technical design approach. It proposes rethinking governance to focus on goal attainment, adaptation, long-term sustainability, and particularly integration. Integration is important to manage interdependencies between work tasks and people. A strengths-based approach designs systems that play to strengths while managing weaknesses. The document outlines a process for envisioning, designing, and evolving new integrative governance systems through exploration, imagining, selection, and delivery.
GSMI Social Media Strategies Summit Closing KeynoteChris Silva
The document discusses approaches for social media strategies. It recommends starting with three key objectives: learning about customers through social listening, engaging in dialogue through social channels, and advocating for the brand by recruiting unpaid supporters. It provides best practices for each objective, such as using free monitoring tools to learn, responding to existing discussions to dialogue, and cultivating ongoing influencer relationships to advocate. The document also stresses the importance of having the right internal structure like a hub-and-spoke model and social media mindset to scale beyond reactive efforts.
The document discusses the role of basin focal projects (BFPs) in achieving the impact objectives of the Challenge Program on Water and Food (CPWF). It defines impact as positive behavioral changes that increase water productivity for food and livelihoods in a sustainable way. BFPs and research projects must work together to define the desired changes and develop impact pathways. Partnerships with "next users" are important to deliver research products and tools to influence behaviors. Basin coordinators and theme leaders will help BFPs identify appropriate next users and support the development of impactful research questions and products.
This is a talk I gave for the first time at UPA Boston in May 2012. It's about a model I've been using to understand users for several years. What will you do with this tool?
RESS: An Evolution of Responsive Web DesignDave Olsen
Responsive web design has become an important tool for front-end developers as they develop mobile-optimized solutions for clients. Browser-detection has been an important tool for server-side developers for the same task for much longer. Unfortunately, both techniques have certain limitations. I’ll show how both front-end and server-side developers can take advantage of the new technique called RESS (Responsive Web Design with Server Side Components) that aims to be combine the best of both worlds for delivering mobile-optimized content.
The document discusses three key concepts - pleasure, flow, and meaning - that contribute to user delight in digital experiences. Pleasure involves anticipating needs, being responsive to context, and using visual design to make users feel considered. Flow involves immersive, empowering experiences that play on mastery and subtle motivation cues. Meaning involves connecting users to a purpose and making a difference through authenticity and virtue. The document provides examples and guidelines for incorporating these concepts into design.
For all our accumulated information there's a clear absence of understanding. Are sensemaking tools the next big thing?
(Keynote give at Big Design 12: http://bigdesignevents.com/sessions/to-boldly-go-from-information-to-understanding )
The document discusses customer journey mapping and provides guidance on how to create an effective map. It outlines five steps to build a customer journey map: 1) develop a framework and build team consensus, 2) gather intelligence, 3) map the current state, 4) define the future state, and 5) develop a plan to implement changes. The goal is to understand the customer experience from their perspective in order to improve engagement, sales, and brand loyalty across channels.
This document provides an overview of customer journey mapping and how to build an effective customer journey map. It discusses getting started with mapping, different mapping frameworks and approaches, key considerations when mapping, and how to analyze insights and use the map to improve customer experiences. The goal is to help readers understand customer journey mapping and have success designing and creating great customer experiences.
Workshop B2B Marketing Forum 2017: Workshop: Mapping the customer journeyB2B Marketing Forum
Marketing can no longer hide from the customer and we know it. Organizing our activities along the buyer and customer journey is crucial for success. But how do you do this and where do you start?
1) The document outlines various touchpoints and metrics for customers at different stages of the customer lifecycle from pre-sales to support.
2) It identifies frustration sources for customers such as only receiving calls near renewal time and slow ticket responses.
3) Recommendations are provided to address the opportunities including hiring a customer marketing manager, improving the free trial experience, and creating a deployment playbook.
Mapping the Journey – Experience Beyond the ScreenJamin Hegeman
The document discusses journey mapping as a tool to understand user experiences beyond just digital interfaces. It provides examples of journey maps mapping vacation planning and taking public transportation. Key points are that journey maps visualize the stages, emotions, actions, people, context and products/services involved in achieving a goal over time. They can help design consistently across touchpoints by understanding the full experience and identifying opportunities to improve it.
A talk Marc gave at the UI20 conference in Boston, November the 3rd, 2015.
Smaply: www.smaply.com
ExperienceFellow: www.experiencefellow.com
This is Service Design Thinking: www.thisisservicedesignthinking.com
This is Service Design Doing: www.thisisservicedesigndoing.com
Content:
1. The typology of journey maps
2. Customer experience research
3. Prototyping services
4. Service design and start-ups
For a Better Agent Experience in Contact Centers, Press 1 NowGfK User Centric
Designing the agent desktop for effectiveness, efficiency, and satisfaction.
Join us for a fast-paced and illustrated tour of user interface solutions for common user experience challenges in call center agent desktop software.
It’s a lot easier to provide a top-notch customer experience when your service agents have top-notch software. While every business and call center is unique, there are surprising similarities in the pain points, feature requests, and “blue sky” wish lists that we encounter when we work with businesses to improve the software used in their call centers.
We’ll cover typical problems, telltale symptoms, and mockups of solution ideas for each, including benefits, drawbacks, and important considerations for the proposed solutions.
As we present these ideas, we’ll also describe techniques that can help you to:
o Discover what’s working well today, what’s not, and why
o Design a “best case” user interface that minimizes errors, inefficiency, and frustration
o Validate and fine-tune the design to ensure that it will have the desired effect
o Implement the design through a prioritized approach, providing interim improvements that cumulatively lead to the full agent desktop vision
This document discusses the importance of usability in contact centers and incorporating measurement into the design process. It outlines how to benchmark current performance, observe system use, conduct expert evaluations, make UI changes, model performance, approve designs, and measure performance repeatedly. Measuring performance before and after UI changes allows organizations to understand the initial performance decrement, lag time to restore performance, and long-term benefits of improved usability. Incorporating measurement at each stage of the design process helps optimize contact center UIs and user experience.
The document discusses dimensional modeling and partnering with the business community for data warehousing. It emphasizes the need to partner closely with business users to understand their needs and goals in order to build effective data warehouse solutions. It also stresses the importance of communication, collaboration, continually learning new skills and cultivating problem solvers within the IT team to strengthen the partnership between IT and the business.
A talk by Alan Shalloway at the European Lean IT Summit 2012. This talk provides 2 essential meta-patterns of Lean: focus on value and eliminating delays. These can be used to guide the creation of an effective and efficient workflow. It presents four case studies, each building on the concepts of the other, to provide actionable advice for your own implementations.
More Lean IT presentations and videos on www.lean-it-summit.com
This document provides a summary of a presentation on driving employee engagement through enterprise social computing projects. It discusses common reasons why such projects miss their goals, including failing to define why the project is important and what value it provides employees. The document presents a framework for success that begins with understanding why the project is being done, then communicating what employees will gain from it, and finally how to design an intuitive user experience and effective deployment approach. It also shares experiences from social computing projects at New Balance.
Presentation at Seminarium Peru on 15 November 2012 by Charlene Li in Lima. Two presentations were given.
Speech #1: Creating A Successful Social Business Marketing Strategy
With almost a billion members, Facebook's growth and stature is representative of the maturing social media landscape. Social technologies are no longer a bright shiny object, instead representing valuable relationships that require a coherent strategy and disciplined execution.
This session will make a case that social technologies should be a mainstay of your marketing program rather than a second cousin of interactive marketing. We'll look at the implications of this priority shift, using case studies from companies who are making changes to their overall business and marketing programs. We'll also go through a checklist of the actions you'll need to prioritize to be successful.
Speech #2: Title: Marketing In The Era Of Social Technologies
The excitement around social media often centers on the technologies -- Facebook, blogs, Twitter, etc. etc. But this is the wrong approach. Rather than think about crafting a strategy around social technologies, leaders should be pondering how they can use social technologies to support and strengthen customer relationships.
For many, Groundswell was the book that broke down barriers to accepting social technologies as an opportunity to make their businesses better. Open Leadership picks up where Groundswell left off, showing leaders how to open up business and create a culture that will make social media adoption–and on a greater level, adoption of a social business model–possible and successful.
We'll be looking at the art -- and the science -- of how to tap into the power of customers and employees, including examples of what organizations and leaders are successfully doing today, as well as how to get your organization started.
Converged Media Success: Setting the Stage with Content StrategyRebecca Lieb
Content marketing and converged media: setting strategy, gauging maturity and preparing for converged media workflows. Rebecca Lieb's keynote from Spredfast Social Summit 2012
Preparing For The Future Of Social MediaCharlene Li
This document summarizes a presentation about preparing for the future of social media. It discusses how social media has grown rapidly since 2007 with the debut of the iPhone and popular sites like Facebook. It notes that social media visits are now daily habits for most. The presentation also suggests three key things for the future: 1) consumers will reward transparent companies, 2) people want to be known individually through their data, and 3) connected employees will create a culture of sharing. It stresses that social media strategies require goals, discipline, and building the right capabilities.
The document discusses intranet and SharePoint governance. It emphasizes the importance of having a clear governance model that defines ownership, roles and responsibilities. A collaborative or federated model with an executive champion and steering committee is often most effective. Comprehensive policies and standards are also critical to avoid site sprawl and ensure a consistent user experience. The challenges of SharePoint adoption are also covered, such as potential for unwanted sprawl if not properly governed.
The document discusses best practices for leading collaborative virtual teams. It provides an overview of a webinar on the topic presented by Cynthia Clay, an expert in virtual learning. The webinar objectives are to design a game plan around eight practices for leading virtual teams, bring attention and recognition to virtual team members, and build accountability among team members.
The document discusses 12 principles of Beyond Budgeting. It begins by contrasting traditional "command and control" organizations with self-organizing, self-regulating models. The principles advocate for values-based governance, transparency, empowering accountable teams, trusting teams, and basing accountability on holistic criteria rather than hierarchy. Other principles cover setting ambitious goals, rewarding relative performance, continuous planning, dynamic coordination, just-in-time resources, and controls based on feedback rather than budgets. The document provides examples and diagrams to illustrate how these principles can transform organizations.
This document discusses Webtrends' focus on customer success and optimizing their own products and services. It outlines enhancements to their social sharing capabilities and mobile apps. It also details their use of analytics for testing optimizations on their website and engaging executive leadership with weekly reports.
RESS: An Evolution of Responsive Web DesignDave Olsen
Responsive web design has become an important tool for front-end developers as they develop mobile-optimized solutions for clients. Browser-detection has been an important tool for server-side developers for the same task for much longer. Unfortunately, both techniques have certain limitations. I’ll show how both front-end and server-side developers can take advantage of the new technique called RESS (Responsive Web Design with Server Side Components) that aims to be combine the best of both worlds for delivering mobile-optimized content.
The document discusses three key concepts - pleasure, flow, and meaning - that contribute to user delight in digital experiences. Pleasure involves anticipating needs, being responsive to context, and using visual design to make users feel considered. Flow involves immersive, empowering experiences that play on mastery and subtle motivation cues. Meaning involves connecting users to a purpose and making a difference through authenticity and virtue. The document provides examples and guidelines for incorporating these concepts into design.
For all our accumulated information there's a clear absence of understanding. Are sensemaking tools the next big thing?
(Keynote give at Big Design 12: http://bigdesignevents.com/sessions/to-boldly-go-from-information-to-understanding )
The document discusses customer journey mapping and provides guidance on how to create an effective map. It outlines five steps to build a customer journey map: 1) develop a framework and build team consensus, 2) gather intelligence, 3) map the current state, 4) define the future state, and 5) develop a plan to implement changes. The goal is to understand the customer experience from their perspective in order to improve engagement, sales, and brand loyalty across channels.
This document provides an overview of customer journey mapping and how to build an effective customer journey map. It discusses getting started with mapping, different mapping frameworks and approaches, key considerations when mapping, and how to analyze insights and use the map to improve customer experiences. The goal is to help readers understand customer journey mapping and have success designing and creating great customer experiences.
Workshop B2B Marketing Forum 2017: Workshop: Mapping the customer journeyB2B Marketing Forum
Marketing can no longer hide from the customer and we know it. Organizing our activities along the buyer and customer journey is crucial for success. But how do you do this and where do you start?
1) The document outlines various touchpoints and metrics for customers at different stages of the customer lifecycle from pre-sales to support.
2) It identifies frustration sources for customers such as only receiving calls near renewal time and slow ticket responses.
3) Recommendations are provided to address the opportunities including hiring a customer marketing manager, improving the free trial experience, and creating a deployment playbook.
Mapping the Journey – Experience Beyond the ScreenJamin Hegeman
The document discusses journey mapping as a tool to understand user experiences beyond just digital interfaces. It provides examples of journey maps mapping vacation planning and taking public transportation. Key points are that journey maps visualize the stages, emotions, actions, people, context and products/services involved in achieving a goal over time. They can help design consistently across touchpoints by understanding the full experience and identifying opportunities to improve it.
A talk Marc gave at the UI20 conference in Boston, November the 3rd, 2015.
Smaply: www.smaply.com
ExperienceFellow: www.experiencefellow.com
This is Service Design Thinking: www.thisisservicedesignthinking.com
This is Service Design Doing: www.thisisservicedesigndoing.com
Content:
1. The typology of journey maps
2. Customer experience research
3. Prototyping services
4. Service design and start-ups
For a Better Agent Experience in Contact Centers, Press 1 NowGfK User Centric
Designing the agent desktop for effectiveness, efficiency, and satisfaction.
Join us for a fast-paced and illustrated tour of user interface solutions for common user experience challenges in call center agent desktop software.
It’s a lot easier to provide a top-notch customer experience when your service agents have top-notch software. While every business and call center is unique, there are surprising similarities in the pain points, feature requests, and “blue sky” wish lists that we encounter when we work with businesses to improve the software used in their call centers.
We’ll cover typical problems, telltale symptoms, and mockups of solution ideas for each, including benefits, drawbacks, and important considerations for the proposed solutions.
As we present these ideas, we’ll also describe techniques that can help you to:
o Discover what’s working well today, what’s not, and why
o Design a “best case” user interface that minimizes errors, inefficiency, and frustration
o Validate and fine-tune the design to ensure that it will have the desired effect
o Implement the design through a prioritized approach, providing interim improvements that cumulatively lead to the full agent desktop vision
This document discusses the importance of usability in contact centers and incorporating measurement into the design process. It outlines how to benchmark current performance, observe system use, conduct expert evaluations, make UI changes, model performance, approve designs, and measure performance repeatedly. Measuring performance before and after UI changes allows organizations to understand the initial performance decrement, lag time to restore performance, and long-term benefits of improved usability. Incorporating measurement at each stage of the design process helps optimize contact center UIs and user experience.
The document discusses dimensional modeling and partnering with the business community for data warehousing. It emphasizes the need to partner closely with business users to understand their needs and goals in order to build effective data warehouse solutions. It also stresses the importance of communication, collaboration, continually learning new skills and cultivating problem solvers within the IT team to strengthen the partnership between IT and the business.
A talk by Alan Shalloway at the European Lean IT Summit 2012. This talk provides 2 essential meta-patterns of Lean: focus on value and eliminating delays. These can be used to guide the creation of an effective and efficient workflow. It presents four case studies, each building on the concepts of the other, to provide actionable advice for your own implementations.
More Lean IT presentations and videos on www.lean-it-summit.com
This document provides a summary of a presentation on driving employee engagement through enterprise social computing projects. It discusses common reasons why such projects miss their goals, including failing to define why the project is important and what value it provides employees. The document presents a framework for success that begins with understanding why the project is being done, then communicating what employees will gain from it, and finally how to design an intuitive user experience and effective deployment approach. It also shares experiences from social computing projects at New Balance.
Presentation at Seminarium Peru on 15 November 2012 by Charlene Li in Lima. Two presentations were given.
Speech #1: Creating A Successful Social Business Marketing Strategy
With almost a billion members, Facebook's growth and stature is representative of the maturing social media landscape. Social technologies are no longer a bright shiny object, instead representing valuable relationships that require a coherent strategy and disciplined execution.
This session will make a case that social technologies should be a mainstay of your marketing program rather than a second cousin of interactive marketing. We'll look at the implications of this priority shift, using case studies from companies who are making changes to their overall business and marketing programs. We'll also go through a checklist of the actions you'll need to prioritize to be successful.
Speech #2: Title: Marketing In The Era Of Social Technologies
The excitement around social media often centers on the technologies -- Facebook, blogs, Twitter, etc. etc. But this is the wrong approach. Rather than think about crafting a strategy around social technologies, leaders should be pondering how they can use social technologies to support and strengthen customer relationships.
For many, Groundswell was the book that broke down barriers to accepting social technologies as an opportunity to make their businesses better. Open Leadership picks up where Groundswell left off, showing leaders how to open up business and create a culture that will make social media adoption–and on a greater level, adoption of a social business model–possible and successful.
We'll be looking at the art -- and the science -- of how to tap into the power of customers and employees, including examples of what organizations and leaders are successfully doing today, as well as how to get your organization started.
Converged Media Success: Setting the Stage with Content StrategyRebecca Lieb
Content marketing and converged media: setting strategy, gauging maturity and preparing for converged media workflows. Rebecca Lieb's keynote from Spredfast Social Summit 2012
Preparing For The Future Of Social MediaCharlene Li
This document summarizes a presentation about preparing for the future of social media. It discusses how social media has grown rapidly since 2007 with the debut of the iPhone and popular sites like Facebook. It notes that social media visits are now daily habits for most. The presentation also suggests three key things for the future: 1) consumers will reward transparent companies, 2) people want to be known individually through their data, and 3) connected employees will create a culture of sharing. It stresses that social media strategies require goals, discipline, and building the right capabilities.
The document discusses intranet and SharePoint governance. It emphasizes the importance of having a clear governance model that defines ownership, roles and responsibilities. A collaborative or federated model with an executive champion and steering committee is often most effective. Comprehensive policies and standards are also critical to avoid site sprawl and ensure a consistent user experience. The challenges of SharePoint adoption are also covered, such as potential for unwanted sprawl if not properly governed.
The document discusses best practices for leading collaborative virtual teams. It provides an overview of a webinar on the topic presented by Cynthia Clay, an expert in virtual learning. The webinar objectives are to design a game plan around eight practices for leading virtual teams, bring attention and recognition to virtual team members, and build accountability among team members.
The document discusses 12 principles of Beyond Budgeting. It begins by contrasting traditional "command and control" organizations with self-organizing, self-regulating models. The principles advocate for values-based governance, transparency, empowering accountable teams, trusting teams, and basing accountability on holistic criteria rather than hierarchy. Other principles cover setting ambitious goals, rewarding relative performance, continuous planning, dynamic coordination, just-in-time resources, and controls based on feedback rather than budgets. The document provides examples and diagrams to illustrate how these principles can transform organizations.
This document discusses Webtrends' focus on customer success and optimizing their own products and services. It outlines enhancements to their social sharing capabilities and mobile apps. It also details their use of analytics for testing optimizations on their website and engaging executive leadership with weekly reports.
Data Driven Decision Making for Nonprofits4Good.org
“Someone told us we need to do a survey,” the process often begins. A survey is only one piece of a data-driven strategic process, which really begins with articulation of the core issue, and ends with an assessment of how the strategy worked. In this session we will learn the 12 stages of a data-driven process, and show a full illustration of a project. Participants will also learn how to put together a simple one-page project planning brief.
This presentation discusses informal learning and performance support. It argues that learners, technology, and needs have changed, and learning offerings must keep up. The presentation introduces the concepts of an holistic learning ecosystem and performance support, which provides just-in-time learning when needed rather than formal training. Case studies show how performance support delivered better business results than formal e-learning for initiatives like an IT migration and new product launch. The presentation encourages establishing a learning ecosystem that fosters dynamic, contextual learning integrated into workflows.
In this presentation, Curtis will share with you best practices and critical strategies for gaining powerful executive support for your customer initiatives, and for making the voice of the customer ROAR through the C-Suite.
Recipe for a Lean IT Service by Tata Consultancy Services - European Lean IT ...Institut Lean France
Anju Saxena and Vivek Goel's presention at the European Lean IT Summit 2012. The success story of a service provider which partnered with its client, a global bank, to measurably improve customer satisfaction, quality of service and transparency in operations. 6 months after running a focused Lean project, a value chain of improved, transparent service delivery and 27% productivity savings were recorded.
More Lean IT presentations and videos on www.lean-it-summit.com
Badgeville Summit, Engage 2012 - CASE STUDY : EMC Gamifies Global ECN Community Badgeville, Inc.
EMC implemented a gamification program called RAMP to recognize, award, and motivate participation in their global ECN community. The program used badges and levels to increase user engagement by 20% and drive various social activities. Lessons from the initial launch informed plans to expand functionality, integrate additional platforms, and deliver more value to internal clients.
Similar to Service Design: Beyond Customer Journey Mapping (20)
UX Research: What They Don't Teach You in Grad SchoolGfK User Centric
Three case studies on UX techniques and methodologies that will inspire, amaze, and possibly strike fear. But, through it all, lessons learned from the field and fundamentals of UX research will be presented. The goal is to depart with practical perspectives and sufficient rigor to guide a course towards a customer aware corporate strategy.
*Please note we had technical difficulties during the Q&A so we were unable to 'close out' properly but the presentation was recorded without issue.*
This document discusses user errors with medical devices and how to conduct a Failure Modes and Effects Analysis (FMEA) focused on user errors. It recommends expanding the traditional FMEA process to include a task analysis to understand user behaviors and identify potential use errors. A 12-step process is outlined for conducting a use error-focused FMEA, including forming a team, conducting a task analysis, brainstorming potential use errors, analyzing effects and assigning severity and probability ratings to derive risk levels and priorities. The goal is to identify design changes that can eliminate or reduce risks from use errors.
With the increasing focus on globalization of products and services, the need to understand user experience in distant markets is more urgent. However, conducting global user research can be confusing and is a significant risk of time and resources. In this webinar, we talk through several methods for global research. We’ll present these various methods and the tradeoffs and considerations for choosing one method over another. We’ll also step through the elements of success in conducting a global study – from planning to results.
This webinar is not about localization or globalization of user interfaces, it will instead focus on methods and practices for how one conducts successful global user research.
User Centric is now a part of GfK! Read about our eye tracking services by visiting http://www.gfk.com/solutions/ux/eye-tracking/Pages/Eye-tracking.aspx
It’s a well-known fact that eye tracking can provide some interesting insight into how people process information. But how can user experience professionals determine if eye tracking is indeed a useful addition to their studies? Our complimentary webinar, “No, But Really, Do I Need Eye Tracking?,” addressed this subject by discussing the benefits of eye tracking and the proper application of the method.
During the webinar, Aga Bojko, VP, User Experience, spoke candidly about when to use and, perhaps more importantly, when not to use eye tracking. Bojko described both qualitative and quantitative types of findings that can be obtained with eye tracking research, and explained how to decide whether or not stakeholders benefit from this method. This presentation outlines example situations in which eye tracking is most effectively utilized, from determining the ease of new drug label differentiation from existing labels to evaluating which package design will be most effective on a shelf.
Strategies for Improving the Readability of Printed TextGfK User Centric
Guest Presenter Chris Nicholas, Language Technologies, Inc. and ReadSmart LLC, presents broad-ranging research demonstrating that subtle changes to word spacing, text size, and line endings substantially improve reading comprehension during a webinar hosted by User Centric. The complimentary webinar, “Reading between the Words: Strategies for Improving the Readability of Printed Text,” on April 25 introduced the benefits of ReadSmart, a unique technology that has a big impact on the user experience.
Backed by over 40 years of research from cognitive science, linguistics, neuroscience, psychology and computer science, ReadSmart® works by making small variations to the spacing between letters, spaces, words, size of letters and words and line endings based on the linguistic, psychological and informational properties of the text. There is no change to vocabulary, word order or grammar - layouts, fonts, punctuation, sentences and other structures are unchanged as well as the total amount of space used. Although these sophisticated modifications to the composition of the text are very subtle, the results -- improved reading -- are unambiguous and powerful. Through dozens of research studies in the science underlying ReadSmart, reading abilities including comprehension, speed and persuasiveness improve dramatically, for both good and poor readers. Not limited to the English language, ideal applications of Readsmart include instructions for use, policy and procedures, direct mail, advertising, textbooks, and digital and mobile publishing.
How to Select an Electronic Health Record System that Healthcare Professional...GfK User Centric
In recent years, Electronic Health Records (EHRs) have been promoted by industry and government as a means of improving patient care and controlling costs. However, actual adoption of EHRs has been lower than expected due to general resistance related to implementation costs, security, privacy, and systems integration. Recent studies have shown, however, that many of these adoption barriers pale in comparison to basic usability and productivity concerns. Simply put, healthcare professionals have found many EHRs too difficult to use.
Why has EHR usability remained an issue even as more organizations deploy these systems? To explore this topic, User Centric inspected dozens of publicly available Requests for Proposal and procurement guidelines for EHRs to learn how usability was addressed. This inspection revealed that EHR usability was overlooked or only marginally mentioned in nearly all of the documents. Only three documents discussed usability or user experience in any substantive way. Thus, there was a gap between the need for improved usability in EHRs and a lack of usability criteria in the EHR procurement cycle.
To bridge this gap, User Centric proposes an approach for specifying usability requirements and assessing EHR systems relative to these requirements. The User Centric white paper, "How to Select an Electronic Health Record System the Healthcare Professionals Can Use," identifies a five-step process for specifying and measuring the usability of EHR systems. These steps are intended to help guide selection of an EHR that meets the criteria for high levels of effectiveness, efficiency, and subjective satisfaction among healthcare providers. User Centric believes that EHR systems selected in this manner are more likely to be adopted, meet the needs of their users, and reduce the chance of usability-related abandonment.
Usability Guidance for Improving the User Interface and Adoption of Online P...GfK User Centric
During December 2008 and January 2009, the user experience research firm User Centric conducted an independent comparative usability study of two existing online personal health record applications,
Google Health and Microsoft HealthVault. (Neither Google nor Microsoft commissioned or participated in this study in any manner.) During this study, 30 participants completed key tasks using each PHR application and provided qualitative feedback, ratings and preference data on five specific dimensions:
Overall usability, utility (usefulness of features), security, privacy and trust. Participants performed up to seven tasks on both Google Health and Microsoft HealthVault, which included three tasks that explored each application’s unique features. Midway through the study, a third PHR application, MyMedicalRecords.com, was added to gather additional qualitative data.
The majority of study participants found PHRs to be useful and stated that they had an interest in building their own PHRs after the study. Overall, participants indicated that they found Google Health more usable
because navigation and data entry of health information was easier than on the other applications.
Participants said that the Google Health application utilized more familiar medical terminology and provided a persistent health information profile summary.
User Centric has identified trends based on an analysis of the study data.
DPboss Indian Satta Matta Matka Result Fix Matka NumberSatta Matka
Kalyan Matkawala Milan Day Matka Kalyan Bazar Panel Chart Satta Matkà Results Today Sattamatkà Chart Main Bazar Open To Close Fix Dp Boos Matka Com Milan Day Matka Chart Satta Matka Online Matka Satta Matka Satta Satta Matta Matka 143 Guessing Matka Dpboss Milan Night Satta Matka Khabar Main Ratan Jodi Chart Main Bazar Chart Open Kalyan Open Come Matka Open Matka Open Matka Guessing Matka Dpboss Matka Main Bazar Chart Open Boss Online Matka Satta King Shri Ganesh Matka Results Site Matka Pizza Viral Video Satta King Gali Matka Results Cool मटका बाजार Matka Game Milan Matka Guessing Sattamatkà Result Sattamatkà 143 Dp Boss Live Main Bazar Open To Close Fix Kalyan Matka Close Milan Day Matka Open Www Matka Satta Kalyan Satta Number Kalyan Matka Number Chart Indian Matka Chart Main Bazar Open To Close Fix Milan Night Fix Open Satta Matkà Fastest Matka Results Satta Batta Satta Batta Satta Matka Kalyan Satta Matka Kalyan Fix Guessing Matka Satta Mat Matka Result Kalyan Chart Please Boss Ka Matka Tara Matka Guessing Satta M Matka Market Matka Results Live Satta King Disawar Matka Results 2021 Satta King Matka Matka Matka
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA
AskXX Pitch Deck Course: A Comprehensive Guide
Introduction
Welcome to the Pitch Deck Course by AskXX, designed to equip you with the essential knowledge and skills required to create a compelling pitch deck that will captivate investors and propel your business to new heights. This course is meticulously structured to cover all aspects of pitch deck creation, from understanding its purpose to designing, presenting, and promoting it effectively.
Course Overview
The course is divided into five main sections:
Introduction to Pitch Decks
Definition and importance of a pitch deck.
Key elements of a successful pitch deck.
Content of a Pitch Deck
Detailed exploration of the key elements, including problem statement, value proposition, market analysis, and financial projections.
Designing a Pitch Deck
Best practices for visual design, including the use of images, charts, and graphs.
Presenting a Pitch Deck
Techniques for engaging the audience, managing time, and handling questions effectively.
Resources
Additional tools and templates for creating and presenting pitch decks.
Introduction to Pitch Decks
What is a Pitch Deck?
A pitch deck is a visual presentation that provides an overview of your business idea or product. It is used to persuade investors, partners, and customers to take action. It is a concise communication tool that helps to clearly and effectively present your business concept.
Why are Pitch Decks Important?
Concise Communication: A pitch deck allows you to communicate your business idea succinctly, making it easier for your audience to understand and remember your message.
Value Proposition: It helps in clearly articulating the unique value of your product or service and how it addresses the problems of your target audience.
Market Opportunity: It showcases the size and growth potential of the market you are targeting and how your business will capture a share of it.
Key Elements of a Successful Pitch Deck
A successful pitch deck should include the following elements:
Problem: Clearly articulate the pain point or challenge that your business solves.
Solution: Showcase your product or service and how it addresses the identified problem.
Market Opportunity: Describe the size, growth potential, and target audience of your market.
Business Model: Explain how your business will generate revenue and achieve profitability.
Team: Introduce key team members and their relevant experience.
Traction: Highlight the progress your business has made, such as customer acquisitions, partnerships, or revenue.
Ask: Clearly state what you are asking for, whether it’s investment, partnership, or advisory support.
Content of a Pitch Deck
Pitch Deck Structure
A pitch deck should have a clear and structured flow to ensure that your audience can follow the presentation.
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA
Adani Group Requests For Additional Land For Its Dharavi Redevelopment Projec...Adani case
It will bring about growth and development not only in Maharashtra but also in our country as a whole, which will experience prosperity. The project will also give the Adani Group an opportunity to rise above the controversies that have been ongoing since the Adani CBI Investigation.
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA
japanese language course in delhi near meheyfairies7
Next is the Nihon Language Academy in East Delhi, renowned for its comprehensive curriculum and interactive teaching methods. They boast a faculty of experienced educators with a blend of both Indian and Japanese nationals. The academy provides extensive support for JLPT exam preparation along with personalized tutoring sessions if needed. Nihon Language Academy also arranges exchange programs with partner institutes in Japan, which provides students an opportunity to experience Japanese culture and language first-hand.
Enabling Digital Sustainability by Jutta EcksteinJutta Eckstein
This is a New Zealand wide meetup event with meetup groups from Auckland, Wellington and Christchurch attending and open to anyone with an interest in digital sustainability or agile. All welcome. Joke, this is how it started. Jutta is now also available in Germany, i.e. hosted by Berlin/Brandenburg
According to the World Economic Forum, digital technologies can help reduce global carbon emissions by up to 15%. However, digitalization also comes with some challenges. Thus, if we want to make a positive impact by increasing sustainability, we need to address challenges like the digital divide, energy consumption of IT, or the rise of electronic waste. In this talk, I want to explore how Agile can help to leverage Digital Sustainability.
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA
KALYAN CHART SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
L'indice de performance des ports à conteneurs de l'année 2023SPATPortToamasina
Une évaluation comparable de la performance basée sur le temps d'escale des navires
L'objectif de l'ICPP est d'identifier les domaines d'amélioration qui peuvent en fin de compte bénéficier à toutes les parties concernées, des compagnies maritimes aux gouvernements nationaux en passant par les consommateurs. Il est conçu pour servir de point de référence aux principaux acteurs de l'économie mondiale, notamment les autorités et les opérateurs portuaires, les gouvernements nationaux, les organisations supranationales, les agences de développement, les divers intérêts maritimes et d'autres acteurs publics et privés du commerce, de la logistique et des services de la chaîne d'approvisionnement.
Le développement de l'ICPP repose sur le temps total passé par les porte-conteneurs dans les ports, de la manière expliquée dans les sections suivantes du rapport, et comme dans les itérations précédentes de l'ICPP. Cette quatrième itération utilise des données pour l'année civile complète 2023. Elle poursuit le changement introduit l'année dernière en n'incluant que les ports qui ont eu un minimum de 24 escales valides au cours de la période de 12 mois de l'étude. Le nombre de ports inclus dans l'ICPP 2023 est de 405.
Comme dans les éditions précédentes de l'ICPP, la production du classement fait appel à deux approches méthodologiques différentes : une approche administrative, ou technique, une méthodologie pragmatique reflétant les connaissances et le jugement des experts ; et une approche statistique, utilisant l'analyse factorielle (AF), ou plus précisément la factorisation matricielle. L'utilisation de ces deux approches vise à garantir que le classement des performances des ports à conteneurs reflète le plus fidèlement possible les performances réelles des ports, tout en étant statistiquement robuste.
Welcome everyone, especially to those of you that have joined from countries other than the US. I believe we have attendees from as far as Russia and New Zealand.
It is always good to put a face to the name, so there I am – although I do believe I have a few more gray hairs than when that photo was taken. My name is Shailesh Manga and I am one of the Directors of User Centric. As you have probably figured out from my accent, I am not originally from the US. I grew up in New Zealand (yes, famous for Lord of the Rings) but am now based in the US. While in New Zealand I helped run a UX consultancy called Optimal Usability and I am also an owner of Optimal Workshop who make UX tools.Coming to the US I help run User Centric and from a project standpoint I am helping drive the development and execution of Service Design. Given that we have a number of international attendees I thought I would spend a minute to provide some context on User Centric. We are the largest UX consultancy in the US and we conduct both research and design. Although we are based in Chicago, we do work all over the US and about one third of our work is global.
More specifically, over the last 12 years we have evolved from a Usability consultancy to a User Experience consultancy and brought in design as a discipline as it was demanded by our clients. The expertise we have in research and design led us naturally to extending the very same skills into the area of Service Design.The key to what we do is having smart people that get business and research problems and know how to apply the above toolkit to situations.
It is great having you attend this webinar which as some of you will know is part of a series of free webinars that User Centric is doing this year. Registering for these will allow you to attend and also watch these sessions on demand at a later time.Alright – lets get into it!
Often people start a presentation by defining what they are going to talk about, I am going to start by saying what I am not going to talk about. There is often so much debate around the term Service Design itself, whether it is a new or old discipline or exactly how it should be done. In researching for this topic, one of the books I was reading said that if you asked 10 people for a definition of Service Design you would get 11 different answers. I still believe it is a field that is evolving so rather than debate semantics (which does have its time and place) I would like to draw your attention to focus on some key thoughts and ideas. My hope would be that you can take these and shape and experiment with them in your own organizations.Rather than talk through the structure which you can read yourself, the reason why we are talking about Service Design the way we are is that we have seen examples where the idea of Service design is adopted but very quickly turns into large projects that can’t be fully executed and don’t always provide a return to the business.This approach is about dealing with some of the realities faced when executing Service Design and also ensuring that it is worth doing commercially. So you will hear about a framework that we have at User Centric and we will build up a high level example as we go.
Just to give me some idea of the audience, I am going to throw a few questions at you:Would you consider yourself primarily a Service Design: Evangelist, Practitioner, Believer, Skeptic or What is Service?How many service design projects have you done? None, 1, 2-4, 5+Who is currently working on a Service Design project?Do you know where New Zealand is? Yes / No
We hear a lot about balance in our lives, balanced diet, work/life balance and in the case of service design we will also be talking about balance. In researching this topic there was a lot of material about designing services or experiences that we believe are out of balance because they focus primarily on making an amazing customer experience. The reality we have seen and experienced is that we work in companies that have their own goals and also many constraints. For Service Design to be effective we need to balance the experience we provide to customers with the realities of the organizations we work in.Some common constraints are: money (isn’t it always), resources, organizational structure, unskilled people, no real process, consultants providing great ideas that can’t be executed.So to paint a better picture of the situation we typically see in organizations we need to fly to the other side of the world….
Here is a picture of the back of the house with its horrible green trim and a ramp for when I get older. Behind the photographer it just gets worse!Knowing that we wouldn’t live in this home forever, and given that we were early on in our careers (= little money) we had to be wise about where we invested our money. We wanted to invest money in things that would make our living experience better but also know that it would increase our home value for when we sold it.
So you can imagine the discussions that happened:Initially we discussed what style of home we wanted – what kind of home aligned with who we were. Some of the aspects we wanted in our home experience were:Being able to entertain peopleBe able to relax outsideKids to spend lots of time playing outside rather than in front of the TVBe a place we wanted to hang out With this in mind we could start having discussions on where we should invest our money.Janine’s first idea was a good one: I would love a bathroom with this and that and it is totally worth it because it really adds value to a home – I could argue with that, it made senseMy first idea died a horrible death: I think a home theatre room would rock…. – very niche and was more likely to put people off the homeInsulation in the roof cavity and under the floors was another one that made sense. Kept the house cool in summer and warm in winter and reduced our electricity costs significantly – hopefully you get the ideaWe wanted to create an awesome home for our family but the reality was that we had limited money and had to do things over a number of years – we had to decide what would make the biggest impact to our home and be the best investment.
So back to the back of our house and our crappy deck…..we turned it into this.
A nice large deck (patio) with outdoor couches and a grill. As well as helping make my point this lets me show off my building skills – the deck looks pretty good doesn’t it!
So, just as my wife and I were balancing the family experience with the money we had available and the resale value of our home.In a business, we want to create a great experience for customers but we have limited budgets/resources and as a business we want to be investing in things that make a return.
So instead of bathroom, insulation, patio etc – in a business we may be looking at online, call center etc and of course the items we are looking at could be more granular than what I have described here.Since I can’t see you all and I don’t know whether you are nodding or shaking your heads I will throw in a questions here:Does the analogy make sense: Yes/NoMy wife and I could sit down in the evening with some wine, look at our home as a whole and craft a plan. It isn’t quite as easy in a business, there are complex structure, more people and generally you don’t get to have wine. To tackle this let’s try and break the problem down by defining what the key challenges are:
Useful to have a framework as it helps us to think through situations in a logical and structured way and having a physics background, I like logical and structured.
One of the big challenges I have seen is:Siloed organizations, different parts of the organization can operate quite independently, have their own staff, budget and managers. What is done can be done in complete isolation from other parts of the business. That is quite a disconnect with how customers interact with a business where many experiences are multi-channel.The second point is a key one for this presentation, this point deals with the reality of constraints. There are always things that you can improve in an experience, but not all changes are equal. How do you figure out what really matters to customers and makes a difference to the organization.There are other challenges but these are big ones and they will be the focus for today’s session.
So for the framework, you have an aerial view of three interlocking pillars. The interlocking part is important because the pillars go hand in hand. The output of one becomes the input to the next.We have mapped the key challenges against the framework to show how this approach addresses these key challenges.The first pillar I am sure you are all familiar with – it is the second two which are often not part of a Service Design approach that means you can easily end up with large unwieldy projects and very little output. Typical Service Design approaches present lots of opportunities but you can’t do them all – we believe that you don’t need to do them all. The method we will talk about will help identify what matters most and where you should put your effort.I will go into each of these pillars in more detail and as I go we will build up an example. The example is loosely based on a project focusing on a tablet experience. I am deliberately keeping this high level and low-fi because I want you to get the concept and not focus on the details as you won’t have the context.
Who has constructed a customer journey map? Yes/NoMost people are familiar and comfortable with Customer Journey Mapping. If you research Service Design, you will get to see many forms that communicate at different levels of granularity. The phrase we apply to Mapping is that it allows us to explore holistically but act locally – this is important when working with a siloed organization.For our particular challenge where you have Multi-channel experiences and siloed organizations we have some goals in mind when structuring the map
Often in organizations I have been surprised at how little is know about how interactions with customers occurs. Where there is a view, it is more process oriented from the organizations perspective or too fragmented to get any real insight. Mapping is a great way to get the lay of the land, see what is really going on and understand the interplay between the customer and different parts of the organization – it provides great context.Obviously you get the multi-channel view but I also like the last point here. It helps capture research in a useful and meaningful way. Often you have multiple research activities and rather than looking through lots of data this allows some level of synthesis.So let’s quickly see how you might construct a map
Maps can talk all sorts of different shapes and forms, they are not one size fits all – key thing is know your audience and what you are trying to communicate to them. This will affect the structure, boundaries and granularity of your map.As an example we could look at the experience a customer has with a tablet from pre-purchase through to on-going usage.Along the x-axis we would put down the key stages that we see as the structure of the experience. As well as stages, this axis often can have a time component to it.This may change over time as you discover more about your customers, you may add stages, remove stages or get more granular. With this in mind, don’ be afraid to start with a draft based on what you think it is and then change it. As I have done with this example, you may want the fidelity of the map to reflect your level of confidence in what is being presented – sketch for guess, full detail and fidelity for solidly researched.
The y-axis should focus on your organization and possibly outside influencers. The group that is related to your organization should reflect the structure of your organization in some way. This is important because later when you go to communicate to different parts of the organization about what is happening, and what needs to happen, they are interested in what it means for them so seeing their own areas is critical. Remember that one of the challenges we had was to be able to work with the silos that exist in organizations.So along this axis you would have online, you may divide it into tablet, mobile, call center, store etc. At the bottom you may also wish to put secondary customer components such as needs, emotions etcWhat are you trying to communicate, how do you paint a strong picture for your audience
The X and Y axes bring clarity to the terrain you’re trying to understand.When you map out the journey of a customer, it can allow you to explore the experience holistically and as you see issues that you want resolve. I could go into a lot of detail here but I wanted to focus on the next two pillars as these are the harder parts.
Measurement is such an important piece of the puzzle. Rather than being opinion based, it starts adding strength to what you are trying to do. It helps you to be objective. Our business is all about measuring and changing and that is precisely what we are applying to the service design discipline.
More specifically, with this approach you get to measure the experience of each component which in turn contributes to the overall experience. One way this can be done is through surveys. I went through something like this for a restaurant that my family ate at a week ago. Being a researcher I felt I should respond to their request for feedback – I assure you the free meal on offer had nothing to do with it!They sent me a survey and although I would change a few things in the survey, they broke down the whole dining experience into its components and assessed my satisfaction for each component. The design of the survey was like reliving the experience and assessing it. Looking at the aggregate data they could then start seeing where there were weaknesses in the experience or alternatively opportunities.As well as measuring each component and identifying weaknesses, this creates a baseline of measurement. So when you make changes to the experience you are in a position to show the impact you made. As Service Design is a discipline you integrate over time, being able to communicate positive changes to the rest of the organization with data is an important factor.
So you might start a draft customer journey map with your understanding of the experience and then change it as you get more data. Measures may be surveys with some interviews or observational research to begin with. This should be enough to ensure you get some output without investing too much time or effort.By overlaying any existing data you are collecting and the measures you have taken, you should have enough to understand where some of the problem areas might be. Some of the problem areas may be really obvious and others may be a surprise. At this point you don’t want to go overboard with data collection – you want just enough to get some pointers to the problem areas.What we don’t know with this picture is why problems are occurring – we only know where they are occurring. This is where we need to deep dive into these problem areas.
Deep diving is all about understanding the why.
Start with our understanding of the journeyOverlay existing dataConduct a survey or other method allowing collection of data at a high level and in an efficient manner to identify problematic areas
So far in mapping and measuring we have had pretty solid approaches that are not very subjective – prioritization though is different. One of the challenges we talked about at the beginning of the webinar was determining which parts of the experience to focus efforts to get the best ROI.One of the questions that I hope you are asking at this stage is that ROI can be both tangible and intangible. For example, we could talk about tangible ROI being increase in revenue, conversion or reduction in cost. It could also be less tangible ROI such as loyalty, brand awareness. In this section we will be focusing on the tangible items but there is a place for the less tangible items.
So as I just mentioned, prioritization is important because it shows us where to focus our limited resources. Rather than making the perfect experience, this approach proposes that we prioritize the effort on parts of the experience that drive tangible business outcomes. In order to do this, we need to introduce cost of making changes and also the benefit that we would expect to gain. As you can imagine both of these involve some level of guessing – we will call it predicting to sound more scientific.Overall, we want to make sure that ROI is a key part in deciding where to improve the experience.
So let’s go back to our example where we have identified some possible focus areas. The setup process seems to be causing the most difficulty but it has opportunity for improvement in three different channels. Online and the Call center see to be the worst. Remember that there was also a step to deep dive into each of these areas and understand the why – what is going on here that is causing problems. Going through the process of understanding why gives us insight into what we might change to remedy the situation.With this information on hand, we can start determining potential ROI to help us decide how to priorotize.
Here is a simplified view of what you can do. For each of the identified focus areas, we can take our baseline measures of which satisfaction may be one, based on our understanding of what needs to be done we can predict the impact on that measure if we make those changes and also associate the cost involved. With the right level of granularity, this will allow you to prioritize which are you should focus on.This step is key in optimizing the experience in a way that impacts real business outcomes. AS you can see, it is not about creating the perfect experience nor is it about touching everything that could be improved, it is all about focusing your efforts on what really matters.From a commercial standpoint, you also stand to gain better support from C-level people when they know that what you are doing impacts the business in a positive and measurable way.
Here is another way you could present the information in the table. The axis allow you to map the investment from the business and the impact it could have on something such as profit. The size of the dots would reflect the improvement in experience. You can visualize this in many different ways so think about the audience and what it is that you want to communicate.
So lets recap some of the key points that I want you to take away from today’s session.
For most situations, we have existing experiences, and turning them into perfect experiences is just not realistic. We need to optimize the experience by balancing the benefit to the business with the benefit to the customer.
We talked about two key challenges for Service Design – multichannel experiences in siloed organizations and where to focus limited resources.We presented you with a framework that maps to these problems and allows you to approach Service Design with a balanced and pragmatic approach.
Finally, the process allows you to conduct activities in a prioritized way that will create a better world for your customers and make your managers smile a little more.