Class Notes - Service Architectures, Ecologies, and Touch Points (Class 04)

Recap

  • The class agenda includes a recap of prior content, foundational concepts, and project team setup.

Foundational Concepts

  • Service Elements: Understand core components integral to service design.

  • Service Journey: A connected sequence of interactions and contexts that shape user experience.

The Ebbinghaus Forgetting Curve

  • Developed by Hermann Ebbinghaus in the 1880s.

  • It illustrates the rate at which information is forgotten over time; useful for understanding retention and learning.

Workshop Overview: "Move 78"

  • Leads: Christine Miller & Mauricio Manhaes

  • Date: May 09, 2025, Time: 11:00 AM - 3:00 PM (EDT)

  • Introduces the Move 78 framework, emphasizing the integration of AI with traditional design research to enhance insights through hands-on activities.

  • Addresses mental processes and tools involved in research and design.

Skills Development

  • Top 15 Fastest-Growing Skills in the U.S.: AI Literacy, Conflict Mitigation, Adaptability, Process Optimization, Innovative Thinking, Public Speaking, Solution-Based Selling, Customer Engagement, Stakeholder Management, LLM Development, Budget Management, GTM Strategy, Regulatory Compliance, Growth Strategy, Risk Assessment.

Project Guide Steps

  1. Identify Industry Interests: Assess industries aligning with personal passions and career aspirations.

  2. Portfolio Assessment: Evaluate existing skills and projects to identify areas for growth.

  3. Networking Strategies: Develop connections using platforms like LinkedIn, alumni networks, and industry events.

  4. Stakeholder Motivations: Research decision-makers to understand their needs and expectations.

  5. Opportunity Gap Analysis: Identify areas lacking innovation where personal skills can provide solutions.

Effectual Stakeholders Framework

  • Who I Am: Reflect on personal motivations for project engagement.

  • What I Know: Utilize literature reviews to enhance project understanding and minimize questions.

  • Whom I Know: Create a list of contacts to assist or collaborate on the project.

The G.A.S. Power of GenAI

  1. Endless Questioning: Overcome creative blocks by asking questions.

  2. Conquer Blank Page Syndrome: Utilize AI to assist with ideation.

  3. Disrupt Linear Sequencing: Leverage AI for non-linear thinking in project development.

Service Elements Defined

  • Ecosystem: Includes all stakeholders, encounters, and servicescapes.

  • Stakeholders: Individuals relevant to the service process.

  • Encounter: Basic interaction sets within a service.

  • Servicescape: The environment surrounding an encounter.

  • Context: Combination of encounter and servicescape.

  • Touchpoint: An integrated set of encounters and servicescape perceived as significant by users.

  • Journey: Connected sequence of contexts and touchpoints.

Service Journey Process Steps

  • Defined as a purposeful path taken through various contexts and touchpoints leading to enhanced user experience.

Service Metrics Overview

  • Phenomenological Metrics: Focuses on individual and social dimensions of service experience, measuring satisfaction, perceived value, etc.

  • Process-based Metrics: Metrics analyzing service stages for effectiveness and efficiency.

  • Outcome-based Metrics: Evaluating results from service interactions focusing on perceived outcomes and effectiveness.

  • Tailor metrics to align with organizational goals, ensuring continuous improvement in service experience.

Move 78 Framework Phases

  1. Start of the project

  2. Stakeholders identification

  3. Possible entry points

  4. Best Available Knowledge Report (B.A.K.R.).

  5. Associative Memory Networks (AMN).

  6. Service concepts.

  7. Potential service encounters.

  8. Core service encounter.

  9. Service journey.

  10. Service blueprint.

  11. Service design deliverables.

  12. End of the project.

Encouragement for Exploration

  • Encourage curiosity and unrestricted questioning to stimulate creativity and discovery during the project development process. Embrace a non-linear approach to explore complex challenges.