So you want to be a service designer - Jamin Hegeman
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The document discusses the role of a service designer in enhancing patient experiences at a neurosurgery clinic, illustrating the application of design principles through service blueprints and user journeys. It emphasizes the importance of understanding interactions, designing service experiences holistically, and employing methods such as co-creation and empathy to improve outcomes. Additionally, it outlines steps for becoming a service designer and mentions the interplay between service design and various stakeholders in creating meaningful experiences.
So you want to be a service designer - Jamin Hegeman
- 1. JAMIN HEGEMAN | @JAMIN 1 Jamin Hegeman | @jamin Web à Québec, April 10, 2019 So You Want to be a Service Designer
- 3. What you do.
- 4. How do you improve the patient experience at a neurosurgery clinic?
- 5. UNIVERSITY OF PITTSBURGH MEDICAL CENTER NEUROSURGERY CLINIC
- 6. JAMIN HEGEMAN | @JAMIN Double Diamond !6 DISCOVER DEFINE DEVELOP DELIVER
- 11. JAMIN HEGEMAN | @JAMIN 11
- 12. JAMIN HEGEMAN | @JAMIN 12
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- 15. JAMIN HEGEMAN | @JAMIN 15 Detection Pre-op visit Surgery Follow-up visit Follow-up visit Post-op visit Prim ary care visit Diagnosis/first visit
- 16. JAMIN HEGEMAN | @JAMIN 16 PATIENT ACTIONS PHYSICAL EVIDENCE ONSTAGE CONTACT PERSON BACKSTAGE CONTACT PERSON Debbie’s Chart Cart Records/ Database System Bin System Check Vitals & Ask Quest Place in Kassam Bin Meet Dr. Kassam Kassam Gets Quick Review Take Away Chart Process & Check-out Records/ Database System Dictation Chart Storage System Door Tag System See Other Patients SUPPORT PROCESSES Sign In Front Desk Waiting Room Front Desk Front Desk Hallway Exam Room MRI & Chart Exam Room MRI & Chart Door Tag Waiting Room Check-out Room Waiting Room Line of Interaction Line of Visibility Responds Follow to Exam Rm Answer Questions Ask Questions Return Door Tag Check-out, Pay, & Leave Check-in Welcome Get Patient Chart See Other Patients Process See Other Patients Brings Door Tag Back Call Patient Grab Door Tag Escort to Exam Rm Chart in To Be Seen Bin Write Rm # on Schedule See Other Patients Grab Chart from Bin Chart Taken by Staff Check Patient Location Check Patient Location Schedule System Service Blueprint of Presby Neuro Clinic ? ? ? ? ? Line of Internal Interaction ? ? ? Wait Wait Wait in Exam Rm Wait Wait
- 17. JAMIN HEGEMAN | @JAMIN 17
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- 19. JAMIN HEGEMAN | @JAMIN 19
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- 21. How do you improve the patient experience at a neurosurgery clinic?
- 22. JAMIN HEGEMAN | @JAMIN 22
- 23. JAMIN HEGEMAN | @JAMIN 23
- 24. JAMIN HEGEMAN | @JAMIN 24 I know you don’t want to be here. I know you don’t want to know me. But the best thing that could happen is to know me. I’ve performed more than 3,000 neurosurgical procedures. More than 800 of those are what’s called minimally invasive endoscopic procedures. And I’m a person first. I’ll be direct and treat you like a friend. Occasionally, I may even make you laugh.
- 25. JAMIN HEGEMAN | @JAMIN 25
- 26. JAMIN HEGEMAN | @JAMIN 26 SERVICE DESIGN PRODUCT DESIGN
- 27. How you think of design.
- 28. Services Products of economic activity that you can’t drop on your foot, ranging from hairdressing to websites. –The Economist
- 29. Service design applies design methods and craft to the definition and orchestration of products, communications, interactions, operations, culture, and structure of an organization.
- 30. JAMIN HEGEMAN | @JAMIN 30 User Experience Service Experience Experience between person and single touchpoint, usually a digital product Orchestrated experience among all parts of the service, from people to objects to places to interfaces
- 31. JAMIN HEGEMAN | @JAMIN 31 INTERACTIONS CUSTOMER STAFF PRODUCTS TOOLS STRUCTURE CULTUREPROCESSES CUSTOMER EXPERIENCE BIZ & STAFF EXPERIENCE SX
- 32. JAMIN HEGEMAN | @JAMIN 32 BUSINESSSTAFF CUSTOMER EMPATHY TRIANGLE
- 33. JAMIN HEGEMAN | @JAMIN 33 JOURNEY IDEATION SERVICE BLUEPRINT TOUCHPOINTS VISION RESEARCH
- 34. JAMIN HEGEMAN | @JAMIN 34
- 35. JAMIN HEGEMAN | @JAMIN !35 JOURNEY STAGES KEY MOMENTS FEATURES TOUCHPOINTS REQUIREMENTS
- 36. JAMIN HEGEMAN | @JAMIN 36 EXPERIENCE 1
- 37. JAMIN HEGEMAN | @JAMIN 37 EXPERIENCE 2
- 38. JAMIN HEGEMAN | @JAMIN 38 PEAK-END RULE
- 39. Peak-End Rule A psychological heuristic in which people judge an experience largely based on how they felt at its peak (i.e., its most intense point) and at its end, rather than based on the total sum or average of every moment of the experience. —Daniel Kahneman
- 40. The surprise about great service experiences is that they are mostly forgettable and occasionally remarkable. –Chip Heath
- 41. Rules for a Great Experience Set expectations Follow through Reduce pain Wow strategically* End strong *What are your magic moments?
- 46. JAMIN HEGEMAN | @JAMIN 46 PROCESS ENGINEER VICE PRESIDENT Co-Creative
- 48. !48 1 2 4 I’m not crazy. If I keep doing this, people will think I'm crazy. I didn’t get the right help, so I’m out. Better someone else than me. I don’t have mental health problems. My family’s got issues, but that’s normal. I don’t want to hear it. There are people I can talk to. I feel like I'm not alone. Talking to others like me really helps. 5 I don’t trust you. I want to help others. It’s a little better. 3 ACTIONS Keeping silent Using drugs and alcohol Denying problems FEELING Confused, Scared, Alone NEEDS Education Hope Unawareness PHASE 1 ROADBLOCKS CAN BE OPPORTUNITIES THROUGHOUT THE JOURNEY Youth is not considering change. ACTIONS Changing behavior Helping others Relapsing FEELING Supported, Validated, Hopeful NEEDS Culturally competent care Family and peer support Engagement PHASE 5 Youth’s commitment to change and new emerging behaviors are reinforced by positive experiences. ACTIONS Self-diagnosing Seeking help Talking to someone NEEDS Trust Validation Awareness PHASE 3 Youth is gathering information and self-reflecting while getting closer to seeking help. FEELING Confused, Skeptical, Uncertain ACTIONS Linkage to help Talking to caregivers for treatment consent Starting / Quitting therapy NEEDS Trust Safety Privacy FEELING Relieved, Ambivalent, Anxious, Hopeful Connection PHASE 4 Youth believes change can happen and is actively taking steps to get help. Youth need the right support, education, privacy, and safety to ensure they don’t fall off the grid. Creating Positive Change for Youth in the Western Addition A Journey to Empowerment ACTIONS Seeking distractions Self-medicating Hurting others FEELING Complacent, Angry, Numb NEEDS Role Modeling Education New Possibilities Sensing PHASE 2 Youth may think they have no control over the problem, yet are on the fence about getting help. I’m not crazy, but I need help. I'm not talking about my problems. ! ! ! ! ! ! ! OUTREACH & EDUCATION Provide empathy, acceptance, and opportunities to expand self-awareness NEW JOURNEY (Empowered) I’ve changed, but nothing else has. Created in partnership with Mo’Magic and Edgewood © Adaptive Path I feel bad, but I don’t know why. GUIDANCE & SUPPORT Provide encouragement to take small steps, build relationships, and strengthen coping strategies ! STIGMA Reframe mental health ! TRUST Strengthen valuable relationships with family, friends, and community ! ACCESS Deliver services when and where youth need them ! SAFETY Ensure protected passage to services, given the risk of invisible boundaries “There are things I need to deal with.” “I’m not alone.” “I can change.”“Why am I like this?”“Nothing is wrong with me.” Sequencing
- 49. JAMIN HEGEMAN | @JAMIN 49 MEMBERACTIONSPHASESTOUCHPOINTSFRONTSTAGESTAFFBACKSTAGESTAFFSTEMS&PROCESSES Line of Interaction Line of Visibility Website Web serverCampaign manager, web server Read about training on AP site Receive training email Email Hear about trainings via event Event materials (presentation/print) Search online for UX trainings Website Contact us form, email Email, detailed info sheet on key topics, training overview sheet (with light info on price) Respond to email, schedule follow- up call, send detailed info on topic interest, and overview/exp info Enter information on topic & interest on contact us form Enter information into Salesforce Send out email to training mailing list Informal follow-up with practitioner Salesforce Review provided material & wait for call Phone, email, PDF material Understand & collect needs, qualify lead, fill out qualifying checklist Update to warm lead in Salesforce, Informal follow-up with practitioner Salesforce Call with AP Communicate lead to company, assign PM and Lead Wait for material from AP Generate narrative from modular blocks, and create logistics checklist Dropbox Email, narrative, logistics checklist Send narrative, early cost transparency, schedule follow- up call, offer to handle supplies for training Review material from AP Phone, email, narrative, logistics checklist Gather feedback from client Update material based on feedback Dropbox Dropbox, training tracker Review material with AP Email, phone Reply to verbal win “Awesome!” Update Salesforce Salesforce Approve training Generate SOW, logistics details, enter into training tracker Wait for SOW and logistics information Email, Word fi PDF Send SOW to client Review SOW logistics AWARENESS ENGAGEMENTSequencing
- 50. JAMIN HEGEMAN | @JAMIN !50 Visualize Visual
- 51. PHIL AUTOMATION, VISUALIZATION, AND CONTROL “After installing the latest smart home technology, my home takes care of me, saves me money, and keeps me informed. I use apps to control it while I’m away and have nice reports to see my progress.” With smart appliances and the outlets I installed, we know more about how we use energy, and our home knows us. It shuts down unneeded power at night, and reactivates when my alarm goes off in the morning. It’s almost like my home is my advisor, keeping me informed and helping me make better decisions to save money. It keeps in touch with us when we’re away. And reminds me to conserve energy when I forget. Experience Principles KNOWS ME TAKES CARE OF ME SAVES ME MONEY Level of Engagement MY HOME MY BEHAVIOR EXPERIENCE Phil enjoys an integrated system that makes smart decisions for him and notifies him if his attention is needed. OPPORTUNITY Automated System Real-time Usage FEATURE Home Energy System Smart Outlets Smart Appliances In-home Displays PARTNER Smart Appliance Manufacturers Architects Home Energy Consultants In-home Display Designers Home Improvement Retailers 1 EXPERIENCE The home detects when the family is away and prompts Phil to turn on an away mode, that randomly turn lights on to keep the home safe. OPPORTUNITY Customization Control Automation FEATURE Mobile Apps Home Energy Modes PARTNER App Developers Home Energy System Providers Home Improvement Retailers 2 EXPERIENCE Phil’s home syncs with his calendar and smart alarm clock. At night, the home cuts power to unneeded areas of the house. In the morning, it reactivates. OPPORTUNITY Customization Automation FEATURE Smart Energy Clock Home Energy Modes Calendar Integration PARTNER Electronics Manufacturers Home Energy System Providers 3 EXPERIENCE Smart outlets help Phil understand individual costs, as well as provide alerts if energy use is unusually high. OPPORTUNITY Real-time Usage Recommendations FEATURE Smart Outlets PARTNER Electronics Manufacturers 4 EXPERIENCE Clear, easy to comprehend visuals give Phil tangible feedback on his family’s energy use. He relies on his energy system’s smart analysis to make decisions. OPPORTUNITY Tracking Tips and Education FEATURE Mobile Apps PARTNER Interaction Designers Utility Companies Environmental Organizations 5 WHAT’S HAPPENING 1 3 5 2 4 Visual
- 52. JAMIN HEGEMAN | @JAMIN 52 YOU (and your family) COMMUNITY ENVIRONMENT Social Connections Home Monitoring Automation Be Efficent Share Energy Change Behavior Support Environment Save Money Provide Comfort Competition Donations Kickstarter Microlending Comparison Dialogue Teams / Groups Resource Management Energy Security Renewables Solar Biking Natural Disasters Energy Regulation Infastructure Incentives Subsidies Decentralized Model Rebates Usage Patterns Visualize Behavior Smart Meter Data Technology Service Provider Resources Conservation Weather Education Government Changing Behaviors Recycling Electric Cars Global Warming Reducing Demand Cost Rate Plans Billing Alerts Comfort Home Modes Construction Location Smart Appliances Disaggrigation Conservation Sensors your home Wasted Energy Holistic
- 53. JAMIN HEGEMAN | @JAMIN !53 PRODUCT MANAGER VISUAL DESIGNER Holistic
- 54. JAMIN HEGEMAN | @JAMIN 54
- 55. JAMIN HEGEMAN | @JAMIN 55 Real
- 56. How you see the world.
- 57. JAMIN HEGEMAN | @JAMIN !57
- 58. JAMIN HEGEMAN | @JAMIN 58
- 59. JAMIN HEGEMAN | @JAMIN 59
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- 62. JAMIN HEGEMAN | @JAMIN 62
- 63. JAMIN HEGEMAN | @JAMIN 63
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- 66. JAMIN HEGEMAN | @JAMIN 66 You see the matrix. CHECK INENTER REVIEW PLAY WELCOMERELAX CONTROLLEARN
- 67. JAMIN HEGEMAN | @JAMIN 67 check in enter review play welcome relax control learn As a journey through moments.
- 68. Your role.
- 69. JAMIN HEGEMAN | @JAMIN Designer & Storyteller !69 PHIL AUTOMATION, VISUALIZATION, AND CONTROL “After installing the latest smart home technology, my home takes care of me, saves me money, and keeps me informed. I use apps to control it while I’m away and have nice reports to see my progress.” With smart appliances and the outlets I installed, we know more about how we use energy, and our home knows us. It shuts down unneeded power at night, and reactivates when my alarm goes off in the morning. It’s almost like my home is my advisor, keeping me informed and helping me make better decisions to save money. It keeps in touch with us when we’re away. And reminds me to conserve energy when I forget. Experience Principles KNOWS ME TAKES CARE OF ME SAVES ME MONEY Level of Engagement MY HOME MY BEHAVIOR EXPERIENCE Phil enjoys an integrated system that makes smart decisions for him and notifies him if his attention is needed. OPPORTUNITY Automated System Real-time Usage FEATURE Home Energy System Smart Outlets Smart Appliances In-home Displays PARTNER Smart Appliance Manufacturers Architects Home Energy Consultants In-home Display Designers Home Improvement Retailers 1 EXPERIENCE The home detects when the family is away and prompts Phil to turn on an away mode, that randomly turn lights on to keep the home safe. OPPORTUNITY Customization Control Automation FEATURE Mobile Apps Home Energy Modes PARTNER App Developers Home Energy System Providers Home Improvement Retailers 2 EXPERIENCE Phil’s home syncs with his calendar and smart alarm clock. At night, the home cuts power to unneeded areas of the house. In the morning, it reactivates. OPPORTUNITY Customization Automation FEATURE Smart Energy Clock Home Energy Modes Calendar Integration PARTNER Electronics Manufacturers Home Energy System Providers 3 EXPERIENCE Smart outlets help Phil understand individual costs, as well as provide alerts if energy use is unusually high. OPPORTUNITY Real-time Usage Recommendations FEATURE Smart Outlets PARTNER Electronics Manufacturers 4 EXPERIENCE Clear, easy to comprehend visuals give Phil tangible feedback on his family’s energy use. He relies on his energy system’s smart analysis to make decisions. OPPORTUNITY Tracking Tips and Education FEATURE Mobile Apps PARTNER Interaction Designers Utility Companies Environmental Organizations 5 WHAT’S HAPPENING 1 3 5 2 4
- 70. JAMIN HEGEMAN | @JAMIN Facilitator !70 PRODUCT MANAGER SERVICE DESIGNER OPERATIONS TECHNOLOGIST MARKETING DESIGNERS
- 71. JAMIN HEGEMAN | @JAMIN Transformation Agent !71by Kipum Lee - Maya Tokayer / Touchpoint Journal
- 72. JAMIN HEGEMAN | @JAMIN Advocate !72 None Internal Projects Integrated Experience / New Normal Management system / Business as Unusual Agency Projects Top Down Training & Capability Building Tools, Methods, & Processes Structure & Systems Individual Bottom Up
- 73. JAMIN HEGEMAN | @JAMIN Orchestrator !73 Research Consideration Application Payment Payoff E2E Management
- 74. JAMIN HEGEMAN | @JAMIN Connector !74 ImplementationService Design Adaptor
- 75. JAMIN HEGEMAN | @JAMIN To be a service designer… !75 Ability Work across disciplines and a wide range of stakeholders Create stories that communicate the desired service experience Connect dots, visualize and simplify complex systems Work on both problem framing and design execution Empathize with customers, employees, and business partners Understand and appreciate various forms of design Focus Orchestration of service interactions across time Value exchanged (co-value) through service encounters Design across the front stage and back stage Approach Advocate for customer, employee, and business goals Co-create with groups and disciplines Examine broader ecosystem and experiences in relation to service moments + =
- 76. How you get there.
- 77. JAMIN HEGEMAN | @JAMIN Read books. !77 My Favorites This is Service Design Thinking This Is Service Design Doing Service Design from Insight to Implementation Service Design for Business: A Practical Guide to Optimizing the Customer Experience Designing for Interaction (Chapter on Service Design) servicedesignbooks.org
- 78. !78
- 79. JAMIN HEGEMAN | @JAMIN Learn the tools. !79 servicedesigntools.org
- 80. JAMIN HEGEMAN | @JAMIN 80 bit.ly/ServiceBlueprintingGuide
- 81. JAMIN HEGEMAN | @JAMIN 81 mappingexperiences.com
- 82. JAMIN HEGEMAN | @JAMIN Rethink your life. !82 GO TO SCHOOL GET A JOB START YOURSELF JOIN THE COMMUNITY Dedicating time to build your foundation Taking time off and getting into debt Working with and learning from the pros Finding few jobs in the current market Leading the way at your organization Getting push back and little support Tapping into a network with the same goal Networking may not build skills you need PRO CON
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- 86. JAMIN HEGEMAN | @JAMIN 86 How to become a service designer in 10 easy steps 1. Study engineering 2. Switch to writing poetry 3. Get a job a McDonald’s 4. Become a reporter 5. Join a startup (that fails) 6. Become a CSS expert (circa 2003) 7. Get a masters in design 8. Join Nokia Design 9. Build service design at Adaptive Path 10. Join a bank through acquisition
- 87. Service design gives shape to experiences that have no form.
- 88. If we don’t see the problem, we can’t fix it.
- 89. Sprints, design thinking, agile, iterative design, lean, etc, will not fix a system that is broken, flawed, or corrupt.
- 90. JAMIN HEGEMAN | @JAMIN 90 Design as system Design as service Design as product Design as feature Design as interaction Micro Macro We need design at higher levels of zoom.
- 91. You can get there.
- 92. Thank you. Jamin Hegeman VP, Head of Experience Design, Capital One VP, Service Design Network jamin@jamin.org | @jamin