Data as a bridgeThinking about service design

by Jax Wechslerwww.jaxinteractive.com

@jacwex

closing the gap

• ONLINE OFFLINEinformation

holistic experience

Information

How can we best use the media to enhance the same messages across

multiple channels?

How can we best bridge the gap between on and

off-line experiences?

data as the bridge?

I am the same customer across every channel

data as the bridge?

cross-channel customer journey mapping

time

research purchase support upgrade

service design

• How do we facilitate this movement across different channels?

• User experience is continuous & non-linear

• Difficult to model and design for

• Needs to consider different context

• Forrester has good stats on channel usage

service design

• Good service design involves understanding your customers and their contexts

• Great service design is continuous and gives customers the power in the interaction

• Service design and IA involve the same skills

(changing real rather than on-line behaviour)

conceptualising this

• Story driven customer journey maps

• looking at tasks and triggers

• needs within different contexts

mapping

• detractors

• influencers

• major activities

• scenarios

• looking at tasks and triggers

emergent design

• Experience design is emergent

• You can’t model everything but you need to model well enough and be flexible