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A Service Design Approach to Developing the First Year at University. European First Year Experience Conference June 2014 Jean Mutton, Student Experience Project Manager at the University of Derby and Director of www.goprocessdesign.co.uk. Services…. are intangible have benefits

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a service design approach to developing the first year at university

A Service Design Approach to Developing the First Year at University

European First Year Experience Conference

June 2014

Jean Mutton, Student Experience Project Manager at the University of Derby and Director of www.goprocessdesign.co.uk

services
Services…
  • are intangible
  • have benefits
  • are perishable (time and place dependent)
    • cannot be stored or transported
  • are inseparable from the service provider
  • are often inconsistent or variable in quality
    • especially personal services eg hairdressing
  • cannot be ‘owned’
product or service
Product or Service?
  • Mobile phone
  • Tablet (For the over-30s, that’s an iPad – not Paracetamol)
  • Blackboard/Athens
  • Uni App
  • Rolls Royce: Power by the Hour
a question for you
A question for you…

…what is the “product” in education?

  • Academic qualification
  • Physical environment and other tangibles
  • People and experiences
  • Life inside and outside the classroom

What does the ‘Student Journey’ during the first year look like?

tools and techniques
Tools and Techniques
  • Touchpoints
  • Service blueprinting (Front Stage/Back Stage)
  • Storyboarding
  • Emotional Journey Mapping
  • Stakeholder Maps
  • Mystery shopping
  • Service safari
doing not talking
Doing, not Talking
  • Iteration
  • Prototyping
  • Fail, fail better
  • Co-creation
  • Roleplay
  • Observation
  • Personas – your turn…
persona
Persona
  • Who?
  • Where?
  • Lifestyle?
  • Habits?
  • Holidays?
  • Shopping?
  • Pets?
  • Family?
your turn
Your turn………
  • Map the experience of your persona buying a drink in a cafe
  • Decide on the start and finish points
  • Identify the ‘touchpoints’
  • Think about the front stage and back stage operations (above and below the line of visibility)
  • What information do they receive/access?
  • Who do they interact with?
  • What IT or other systems are supporting the processes?
so what is service design
So, what is service design?
  • Problem-solving
  • Human-centred
  • Inter-disciplinary
  • Research-based
  • Co-creative
  • Iterative
  • Designer as facilitator
  • Front stage/Back stage
  • Holistic
  • Ongoing
  • Sustainable
  • Fun!
further info
Further info
  • www.designthinkingnetwork.com
  • www.servicedesignbooks.org
  • www.globalservicejam.org
  • Process and Principles: This is Service Design Thinking, Marc Stickdorn and Jacob Schneider (2010)