Intro to Service Experience Design

What is Service Experience Design (SXD)?
Hey you should check out Practical Service Design.
How can SXD apply to your daily life?
New staff orientation ecosystem:
Axxess
SUNetID
two-factor auth
Email
StanfordYou
Phone
AFS
Google Apps
Transportation
Desktop
Benefits
ID Card
Narrow in on ID card - what is the service experience like?
A recent hire's experience getting ID card:
Got an email saying I needed to upload an image
My ID card magically appeared at Benefits orientation with the photo and all the stickers and everything
An "experience journey"
A previous experience journey, from longer ago, getting an ID card:
Got a packet in the mail with a form
Had to include two photos and mail it back
Upon arriving on campus, had to go to the ID card office (in Forsythe) and pick up the ID card
Touchpoints and channels through timeTouchpoint: a point of interaction between a customer and your service (e.g., website, event, paper packet, form)Channel: medium in which that takes place (e.g., paper, in-person, web)
SXD is mapping touchpoints and channels in which phases of that service journey happen
Need to figure out what segment of the journey you want to focus on. Identify pain points.
Remediate the pain or improve the experience.How do we do this?
There are business silos that sit underneath the different parts of the service experience. Silos are natural and normal and necessary to get things done. Pain points can occur in the handoff between two silos.
SXD is co-creative and human-centered.
Customer is trying to do something and we are trying to help them. The value that we are providing is the service.
Why is this important? Increase business value, reduce costs, improve efficiency, reduce support workload.
Can look at each step, including customer-facing and behind-the-scenes steps, and detail:
People
Systems
Policies or rules
Observations or facts
Metrics
Questions
Critical moments
Ideas
Constraints
What is a "service" (versus what is a "technology" or something else)?
Something with a bill code (chuckles ensue)
It's a technology and associated use cases; the technology comes with a service
If you can swap the technology out, it's a service
Something that provides value
Has a unique identity
A promise
Anticipation of needs
A technique
Examples of University IT services:
Getting a new laptop/desktop initially set up
Ordering something
Grants process
How do you account for different users/personas? E.g., novice vs. expert. You want to design your service for the iconic use case, but also be aware of outliers.
Why don't we have more service designers at Stanford? Much like David Hasselhoff, it's huge in Europe. Hasn't quite caught on in the US yet.
Some of the breakdowns happen not only between teams within one organization (e.g., IT Services), but across institutions (schools, administrative units) at the University.
The framework and human-centeredness of design thinking is at the core of this methodology.