Service Design: Creating Delightful Cross-Channel Experiences

Service Design: Creating Delightful Cross-Channel Experiences · Monday, November 2 · 8:30am – 5:30pm · Pacific A–C

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Focus on the interactions people have in the context of any service situation. Create a cohesive customer experience by expanding beyond digital and designing for every customer touch point.

Map your customer’s emotional journey, and drop the buzzwords that prevent user engagement. Experiment with new prototyping techniques to test service designs quickly and cheaply.

The Day’s Agenda

In the Morning

Go beyond digital with a holistic Service Design approach

  • Shed process-heavy habits and start sketching now (on a napkin!)
  • Conduct in-depth design research by immersing yourself in your users’ environment
  • Visualize the holistic ecosystem where services take place

Visualize the experience with Personas and Journey Maps

  • What are journey maps, why are they useful, and how do they fit into the process
  • Redesign the service experience using journey maps as the starting point
  • Visualize gaps in the customer experience across all channels and touch points

In the Afternoon

Design for customer happiness at each touch point

  • Map customer satisfaction and engagement throughout the customer journey
  • Sketch possible solutions to improve on top-priority problem areas in the journey
  • Use simple prioritization exercises to gain consensus on the best design solutions

Prototype new service solutions using low-fidelity techniques

  • Prototype people-to-people and people-to-machine interactions in service contexts
  • Prototype objects in the context of the journey map, then usability test them
  • Learn tips for discussing what you’ve learned with teams and stakeholders

Design Across Channels

Map the customers’ emotional journey

Customer happiness is vital to engagement, conversions, and growth. Map their emotion as it changes on their journey across channels, and identify new opportunities to design for delight.

Speak the language of your customer

A journey map isn’t a formal deliverable. It’s a change-management tool we use to talk about customer experiences—in real terms, not buzzwords—across organizational silos.

Innovate without breaking the bank

Create prototypes that work between products and people, or between people and people. Test them for usability without breaking budgets or timelines.

You’ll learn how to…

  • Learn ethnography techniques to understand users in context
  • Go from assumption-based to insights-driven journey maps
  • Spark new design ideas from topical interpretations of your team’s sketches
  • Make cheap, fast prototypes to test in the context of the service situation
  • Discover and prioritize problematic touch points
  • Translate service design thinking into your daily work

Take Back New Service Design Techniques

A better understanding of your customers’ experience from end-to-end

Identify every physical and digital touch point your customers experience on their journey.

Powerful tools for visualizing the customer experience across all touch points

See how effective journey maps are at communicating the customer experience and aligning the team on the most pressing pain points to address.

Techniques to facilitate a design process in large service organizations

Work across silos to design new experiences that maximize happiness at each touch point.

Methods for prototyping non-digital, physical world experiences

Test new designs with low-cost physical products and face-to-face interaction techniques.

Service Design: Creating Delightful Cross-Channel Experiences,

Photo of Service Design: Creating Delightful Cross-Channel Experiences

On Tuesday, Marc Stickdorn presents Customer Journey Mapping and CX Research.

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