WEBVTT 00:00:02.860 --> 00:00:07.340 Let's take a look at service design from a wide overview perspective. 00:00:11.760 --> 00:00:15.440 In the beginning of the process, you've got user research happening. 00:00:15.440 --> 00:00:18.200 And that's ethnography – right, to be clear: 00:00:18.200 --> 00:00:22.020 user research meaning "field studies" – ethnographic field studies. 00:00:22.020 --> 00:00:25.120 It's where personas come out of and journey maps come out of. 00:00:25.120 --> 00:00:27.780 And the reason you're doing that is you need to do that deep listening: 00:00:27.780 --> 00:00:29.400 What are the pain points? 00:00:29.480 --> 00:00:32.580 If the service design project is internally focused, 00:00:32.580 --> 00:00:35.080 then that means service design interviews with stakeholders 00:00:35.080 --> 00:00:37.660 as well as subject-matter experts. 00:00:37.660 --> 00:00:42.140 You're going to also then have that *workshop* – that *stakeholder engagement piece* that we talked about. 00:00:42.140 --> 00:00:44.140 And so that stuff is happening up-front. 00:00:44.140 --> 00:00:49.280 From there, you're going to have the use of the template business model canvas, 00:00:49.280 --> 00:00:52.220 the value proposition canvas – those two canvases. 00:00:52.220 --> 00:00:56.600 And, to me, bringing the realistic inputs to those canvases, 00:00:56.600 --> 00:00:59.440 you can do it in a couple of hours: one hour, two hours even. 00:00:59.440 --> 00:01:01.940 If you have the right people in the room, you could even sit down. 00:01:01.940 --> 00:01:04.900 You can do it across the whole process, too, by the way. 00:01:04.900 --> 00:01:08.860 You don't have to just do – the business model canvas is done up-front, yeah, in that first bit. 00:01:08.860 --> 00:01:11.280 But you can go back and do it again with another stakeholder. 00:01:11.280 --> 00:01:16.280 Like, for example, I've had so many projects where we're all the way to the testing phase 00:01:16.280 --> 00:01:18.520 and they bring in a new product manager 00:01:18.520 --> 00:01:21.980 or a new person to manage the whole – a program manager. 00:01:21.980 --> 00:01:24.040 And it's like those people *don't know*. 00:01:24.040 --> 00:01:28.120 So, going back and doing the business model canvas with them could be a good idea. 00:01:28.180 --> 00:01:30.311 From there, then you move into prototyping. 00:01:30.311 --> 00:01:34.700 Now, when you do agile service design, you might do some quick prototyping up-front, 00:01:34.700 --> 00:01:38.940 – right off of those journey maps, right off of the user research. 00:01:38.940 --> 00:01:43.360 Traditionally, what you do is you take that journey map, though, and you move into the blueprint stage. 00:01:43.360 --> 00:01:47.720 So, you've got your business model, value proposition defined. 00:01:49.840 --> 00:01:52.940 Now, map it out in the service blueprint. 00:01:54.180 --> 00:01:57.640 That's where co-creation comes in – so, with stakeholders again. 00:01:59.140 --> 00:02:01.940 All the stakeholders are working on that blueprint together. 00:02:01.940 --> 00:02:03.720 And you might also *map the ecosystem*. 00:02:03.720 --> 00:02:08.000 So, what's happening in the ecosystem that everyone needs to be aware of? 00:02:08.280 --> 00:02:12.700 And it's at that stage then you kick up into *service prototyping*. 00:02:13.000 --> 00:02:16.340 So, then you'll start building these actual prototypes. 00:02:16.340 --> 00:02:20.540 They might include UX design of apps or websites. 00:02:20.540 --> 00:02:21.540 That's fine. 00:02:21.540 --> 00:02:26.920 They might include physical, tangible theatrical acted-out, hands-on "fun stuff" – you know. 00:02:27.340 --> 00:02:32.600 And that's where we have the testing – think of it as user testing: *service user testing*. 00:02:32.600 --> 00:02:35.120 And then, finally, once you've done that refinement, 00:02:35.120 --> 00:02:37.470 you're going to roll it out, roll out the service. 00:02:37.470 --> 00:02:40.780 And, of course, you're going to measure the service. 00:02:40.780 --> 00:02:43.280 You're going to do that initially with like a survey 00:02:43.280 --> 00:02:46.860 or you're going to use other tools from UX design 00:02:46.860 --> 00:02:49.100 or depending on what's appropriate. 00:02:49.100 --> 00:02:52.640 So, there may be web analytics, there may be exit surveys 00:02:52.640 --> 00:02:56.500 or you might do a *diary study*, which is a technique for user research 00:02:56.500 --> 00:02:58.500 you can use to assess the service. 00:02:58.500 --> 00:03:02.120 So, whatever the technique that's appropriate based on what you're building 00:03:02.120 --> 00:03:06.360 – again, you know, depending on what you're building will determine the technique. 00:03:07.080 --> 00:03:10.080 But you want to get that feedback immediately, to find out. 00:03:10.080 --> 00:03:15.840 It may just be going into the environment and doing a service safari on your own service. 00:03:16.260 --> 00:03:18.680 So, that's an overview of the whole process, 00:03:18.680 --> 00:03:20.120 and key points there: 00:03:20.120 --> 00:03:23.480 user research up-front; stakeholder engagement throughout 00:03:23.480 --> 00:03:27.020 as well as some early iterations or loops of that 00:03:27.440 --> 00:03:30.820 if you're in an agile service design environment, 00:03:30.820 --> 00:03:33.920 as well as remember the measurement.