Innovating experiences with service design | Smaply podcast – Details, episodes & analysis

Read more about the topic on the Smaply blog:

• Customer journey mapping in tourism
• Understanding gender to design tourism services: an interview with Sylvia Prunthaller

Read more about the topic on the Smaply blog:

• Interview transcript and slides: Ask Marc about omnichannel experiences
• The basics of omnichannel experiences

People call ‘it’ service design, design thinking, (holistic) ux design, experience design, to name just a few. Sometimes, organizations even have different teams under these labels – although they actually do the same stuff. On the other side, what some organizations call ‘service design’ might be completely different to what others call ‘service design’. Language matters. And the labels we use, often end up in methodology silos. Let’s take look beyond these silos in our next episode!

Please find the video, transcript, screenshots and more resources on this episode on https://www.smaply.com/blog/ask-marc-methodology-silos

Overview

[03:13​] Introduction 

[09:20​] Service design vs. design thinking? 

[12:20​] Service design vs. product design? 

[13:55​] What are UX designers duties and what skills do they need? 

[18:50​] How to introduce or prove the value of customer journey maps to process engineers? 

[20:40​] How totry and discern whether a company does the design process well? 

[23:45​] Is there anything specific I need to learn if I want to become a service designer? 

[26:00​] Activities, methods or tips that help to break out of siloed thinking 

[29:50​] Resources for people who are learning on a done-well version of the process

In this session, we talked about the what and why of stakeholder maps, how to create and analyze them, and other types of system maps (value network maps and ecosystem maps). Also you'll get to know different use cases of stakeholder maps.

Please find the video, transcript, screenshots and more resources on this episode onhttps://www.smaply.com/blog/ask-marc-stakeholder-maps

Overview

[01:40] Introduction

[07:25] Who should complete a stakeholder map?

[09:30] How do stakeholder maps interact with other features of Smaply?

[12:10] What are best practices for identifying stakeholders for digital transformation in the public sector?

[18:50] How do you explore and identify conflicts between stakeholders?

[21:20] How frequently do systems change and therefore also the system maps?

[22:45] How do you find and choose relevant stakeholders?

[25:10] Who are we putting at the center and how complex do we want to make our maps?

In this session we talked about journey map hierarchies, how to connect journeys within departments, and how a repository helps standardize customer centricity activities.

Please find the video, transcript, screenshots and more resources on this episode on https://www.smaply.com/blog/ask-marc-journey-map-repositories

Overview

[05:30​] Introduction

[14:20​] How can you establish links and enable traceability between customer and operations / organization metrics using repositories?‍

[18:10​] What is a good way to connect all the different journeys within one company?‍

[20:00​] How could journey map repositories work for journey maps that cover journeys across all kinds of different government agencies that work independently?

[21:45​] How do you operationalize this if you are for example a bank?

[27:20​] What are the biggest barriers for implementing such a method in large organizations and how do I overcome these barriers?

[31:00​] How can you realign journey mapping activities between departments?

[34:25​] How do you cope with data security when linking real-time data that we talked about to a repository like this?

[37:10​] What is a boundary object?

[38:00​] Is a repository of templates and taxonomy that can standardize journey mapping a good place to start?

[39:00​] Which government did a journey map from life events that you spoke about earlier? Is it possible to share that information?

In this session, we discussed how to research experiences of customers, employees, citizens or other stakeholders and use the data on journey maps.

Please find the video, transcript, screenshots and more resources on this episode on https://www.smaply.com/blog/ask-marc-experience-research

Overview

[01:35] Introduction

[07:15] How do you get to good quality results with limited budgets?

[16:58] When do you suggest which UX research method to use?

[20:20] What are examples of ethnographic research?

[24:00] How do you calculate the cost for each research method?

[28:05] How do you review research data to highlight assumptions, without questioning others' abilities, if someone else collected the data?

[31:06] Do you recommend that customers also use the ExperienceFellow app?

[31:45] Can we get a full GPS map that records a full route without having to record all the experience points?

How to use multiple personas on one journey map to compare their experience? We also talk about stakeholder groups and learn how backstage activities and service blueprints are connected to personas.

Please find the video, transcript, screenshots and more resources on this episode on https://www.smaply.com/blog/ask-marc-personas-on-journey-maps

Overview

[03:28] How many personas are too many? Can you get too granular?

[06:15] What kind of persona is useful for developing a TV channel and how do you use personas in a media project?

[11:18] How can you use a journey map to best show how different personas meet or interact with each other?

[17:15] How do you work with complex maps where you have loads of stakeholders?

[21:22] Is there one-on-one mapping between personas and the organization stakeholders?

[23:50] When does it make sense to have multiple personas on one map, versus one journey map per persona?

[25:53] How do you rate the emotional side?

How do personas differ from market segments and other constructs, how to create and update them, and how to successfully embed them in organizations?

Please find the video, transcript, screenshots and more resources on this episode on https://www.smaply.com/blog/ask-marc-personas

Overview

[02:50] What are personas?

[04:40] What is the difference between service design tools and methods?

[08:30] What's the connection of personas and market segmentation?

[10:00] How do organizations use personas?

[13:45] What's the difference between personas and similar constructs?

[17:30] Who uses personas and when?

[20:40] How long do personas last?

[22:45] Empathy map versus persona?

[24:10] Personas on journey maps

[26:00] How to evangelize and share personas within a remote company?

[29:25] How can we avoid superficial personas?

[31:30] How do you design behavioral personas?

[34:50] How to incorporate personas into a design or development process?

An introduction to journey map operations, a customer-centric management tool for agile organizations and dig into how to embrace this approach in their organizations. 

Please find the video, transcript, screenshots and more resources on this episode on https://www.smaply.com/blog/ask-marc-journey-map-operations

Overview

[03:00] Workshop maps, project maps and management maps

[07:00] How to get started with journey map operations

[08:10] What’s the operations part about?

[12:17] How to structure journey maps from macro to micro levels in Smaply?

[14:30] Can you connect all the different journeys?

[15:00 and 17:40] Is there an example for maps in a map?

[15:40] How much time does it take to set up an initial journey map?

[19:30] Who should update journey maps and how frequently?

[23:05] Should everyone contribute or is it better to limit it to a few people?

[24:00] How would you support teams as an external?

[27:30] In your own journey map ops, what details are you focusing on?

[31:00] Who is usually in charge of the management of the journey maps?

In this episode we talk about the Service Design Global Conference 2019, news from the service design field and learnings and insights from recent developments.

Please find the video, transcript, screenshots, and more resources on this episode on https://www.smaply.com/blog/sdgc19-webinar

Overview

[03:00] How was your experience at the SDGC19?

[06:20] What was your workshop on journey map operations about?

[07:40] What are the different levels of a journey map?

[15:30] What is a typical mistake that organizations commit when looking at their CX?

[19:12] Do you need to plan different journeys in advance?

[21:10] What are the benefits and downsides of customer journey mapping software?

[22:35] How would you define third-level maps?

[25:00] Where do you start when you’re building that hierarchy of maps?

[27:12] How to recruit participants for customer or user research?

[30:30] What is your advice for someone starting a service design agency in an evolving market?

[33:43] Is there a definition for a journey map?

[37:10] What roles or people are necessary in a journey mapping workshop?

[42:20] How do organizations manage it to keep a large number of journeys organized?