12 Service Design Principles

Service Design:
12 Principles
Hugh Dubberly
Service Science Society Taiwan
23 May 2011
The opportunity
to delight customers—
to garner their love—
lies in delivering
not just a quality product
but a quality experience
Service Design: 12 Principles 2

“ . . . commercial products are best treated
as though they were services.
It’s not what you sell a customer,

it’s what you do for them.
It’s not what something is,

it’s what it is connected to,
what it does.
Flows become more

important than resources.
Behavior counts.”
—Kevin Kelly
In 2002, IBM bought
Price Waterhouse’s IT
consulting business
In 2004, IBM sold its

PC business to Lenovo
In 2005, service was 35%

of IBM’s income
In 2010, service was 68%

of IBM’s income

In 2007, Philips sold its chip division
Philips then acquired Health Watch

Holdings and Lifeline Systems,
another health services company
In 2011, Philips bought Med Sage,

a chronic care management service

80% of the US GDP is in service
39% of China’s GDP is in service
Source: Mary Jo Bitner, ASU

1. Value is in the experience

Staging experience—Pine & Gilmore
coffee beans > coffee > coffee shop > Starbucks
Commodity Goods Service Experience
1¢–2¢ Per Cup 5¢–25¢ Per Cup 75¢–$1.50 Per Cup $2–$5.00 Per Cup
Beans Roasted and ground Brewed and served Treating yourself

to something special

Defining marketspaces—Rheinfrank and Murrell
motor > blender > kitchen > dining experience
Components Tools System Experience
Motor Appliance Kitchen Cooking

iPod—integrated system of products and services
DRAM > mp3 player > music sharing service > my music
Hardware Software Networked Service Marketplace
MENU
Music Listener iPod iTunes iTunes Store Record Companies Artists

Apple is a systems company—
teamed up with Nike to extend the iPod systems
Pressure Sensor Shoe iPod Nano (with Receiver) User Nikeplus.com
MENU
Place the sensor in The sensor then As the user runs, iPod nano tells After the run, the user may
your left Nike+ shoe, wirelessly transfers them their time, distance, pace, connect the iPod to their com-
in the built-in pocket this data to the receiver and calories burned (According puter. iTunes takes over from
beneath the insole. on your iPod nano. to your choice of workout) via there, automatically syncing all
voice feedback that adjusts the run data and sending it to
The sensor uses a music volume as it plays. nikeplus.com.
sensitive accelerometer
to measure your activity: In addition to progress reports, Nikeplus.com keeps stats on
the number of steps, voice feedback congratulates every step. Check the users
the rate at which they users when they’ve reached a speed, distance, and calories
are happening, and the personal best—fastest pace, burned—by run, by week,
time between them. longest distance and time, or by month.
or most calories burned.
Nikeplus.com also keeps users
Users can also set a PowerSong connected with runners from
for when they need help with the every corner of the web. Users
home stretch. Press and hold the are encouraged to compete with
center button at any time hear the other runners and compare stats
preselected PowerSong. on the site.

In just a few years, iPhone and other smart phones
will become hubs of body-area networks
New/Additional sensors Reinvent meter Networked enabled services

and actuators as health status tracker supported by subscription
Blood glucose Connecting with caregivers

(e.g., Family, Physician)
Blood pressure
Cholesterol
Heart rate Joining communities

for support and learning
Hydration
Body Area Personal Computer
Network Hub
Weight
Medication dosing Engaging with wellness coach

and monitoring for behavior change
e.g., insulin pump

Amazon’s Kindle-Reader-Whispernet-Store system
is another networked-service ecology
Hardware Software Networked Service Marketplace
Reader Kindle Reader Amazon Store Publishers Authors

Each step expands our potential
+ Interface
+ Interface
+ Interface
MENU
Person Product Service Exchange

2. Experience = Reputation
Reputation = Brand

Reputation = How people think of
“what you offer”
Quality
respected? liked? loved?
dependable? good value?
Reach
well-known?
frequently encountered?
Position
relevance?
relation to alternatives?

This is not a brand.

A logo is a sign of the quality of a product

A brand exists in our minds
It links a symbol and the things which we associate with it—
based on our experience

Brands are a special type of “sign”
sign = object + symbol + idea
symbol
idea
object

A product is also a symbol
Both the logo and the product evoke a brand—
and its associated experiences

A brand belongs to no one individual
A brand is the sum of a community’s experiences

A brand is what everyone thinks of the quality of a product

3. Sending a message is not enough
It must be received and understood

Shannon & Weaver’s model of communication
describes technical problems in machine-to-machine communications
Shared Dictionary
Info Transmitter Channel Receiver Destination

Source (sender)
Message Sent Received Message
Signal Signal
Noise
Noise
Source

The message that I think I’m sending
may not be the one that you think you’re receiving
sender message receiver

The system image—Don Norman
To use a product properly,
users must have the same mental model as the designer
But the designer can only communicate via the product,
the “system image”
Designer’s User’s
Conceptual Mental
Model Model
The System
Image

Hardware controls are often physically tied to function
Door handles indicate where to push or pull

Software can communicate its structure through its interface
Spreadsheets are grids of cells, which contain text, numbers, and functions
that operate on a range of numbers

4. Learning requires interaction
with an environment

Feedback is the basic process of learning
goal
perception
evaluation
effect
action

Bill Verplank’s Model of Interaction
How do you feel? How do you know? How do you do?

Services must continuously monitor their operation
- maintaining existing standards
- identifying quality problems and setting new standards
- recognizing and exploiting new opportunities in a changing environment
- building a culture dedicated to using feedback
Internally at the Service Interface Externally
Service Self-diagnostics Customer Interaction Individual Comments Amplified Comments

(current and logitudinal) (individual and aggregate) (e.g., word-of-mouth) (e.g., blogs, press)

5. Conversation builds meaning—
creates understanding,
agreement, action

Human communication is more complex than machine communication
May suggest a response
Comparison
“Response”
may Received Intended
confirm Message 2 May
Message 2
suggest
“Call”
Intended Shared Experience Received
Message 1 e.g., Language Message 1
Channel
Signal 1
Signal 2
Sender/Receiver Receiver/Sender
Participant A Participant B
Noise
October 25, 2004 | Developed by Paul Pangaro and Dubberly Design Office

Conversation involves interlocking feedback loops—
enabling consensual coordination of goals and actions
overlapping
experience
goal perception perception

goal
evaluation evaluation
interface perception
person A person B
action action
shared
environment

Human communication relies on agreement
Do we seem to agree, that we agree?
my model of the correspondence

of your model of the subject
to my model of the subject
(Do we seem to agree?)
my model of your model

of the subject
my model of the subject your model of the subject
me you
subject

6. Services are intangible
and unfold through time
Designers and managers need maps

to “see” services as “wholes”

Sets of resources composed into interfaces
make up a service system
Context
Setting (Servicescape)
Service System
Interface (Front-end, “on-stage”) Back-end (“back-stage”)
Touchpoint Touchpoint
1 2 1 2
3 3
User
Touchpoint
1 2
Activity / Journey / Performance
Elements
3
Based on Gupta, Vajic—L. Suchman, and J. Lave

7. Experience is an activity
a performance
a journey

The conventional sales cycle funnels prospects to a purchase
Stage Awareness Consideration Selection
Pool size Potential Interested Actual

audience prospects customers
Time

An updated sales cycle builds on the goal-action-measure
feedback loop at each step
Goal Action Measure
Where seller wants buyer “to be” What seller does What seller watches
Adoption stage Sales stage Research stage
Aware of seller + offering Publicize + advertise Recognition score + # of inquiries
Understand features + benefits Inform + educate Reputation + quality scores
Interact + decide to try Close + transact Sales $ + % repeat purchases
Increase use + effectiveness Service + support Usability scores + maintenance records
Advocate + influence others Reinforce + reward Net promoter + satisfaction scores
Suggest changes + additions Listen + adopt # of unexpected uses of product

The experience cycle emphasizes building relationships
connect & attract

capture the user’s
imagination
orient
advocate
help users navigate
“you just have
the world
to try this”
extend & retain interact

promise more become a part of
good things user’s lives

The experience cycle works in the large and in the small
in the large
across the life
of a product
in the middle
within an
environment
in the small
within a
single task

Apple experience cycle: In the large
Multiples touch-points across the life of a product
Advertising
iPod advertising. Billboards. TV.
A silhouetted figure against a
colorful background.
The white earbuds and cord
identify it from far away.
Sharing connect & attract

Store
Buy music for friends. The giant backlit apple
Share playlists and silver/glass backdrop
on local-area networks, orient
lets you know you are in
advocate
which can be fairly large a different kind of place.
in libraries or universities. Upon entering you find the iPods
I show off my toys among the store’s displays.
where ever I go.
(People smile and often ask interact
extend & retain
about them.) I become
an extension of the store.
Software + services Product

iTunes helps with You listen/watch. You are in your place
managing music collections, wherever you are with this product—
buying songs through the iTunes store, it creates your surround.
and transferring data onto the iPod. (It is about the experience after all.)
Once I have my stuff in there— And everyone knows it
I don’t want to move to any other platform. by your identifying white cords.
I buy the phone that integrates iPod
into my communication world,
or the Touch that extends my iPod experience
to calendars, web browsing, and mail.

Apple experience cycle: In the middle
Multiples touch-points in the store experience
Busy locations
Apple locates flag-ship stores
in high-traffic areas like Market Street
in SF, Michigan Avenue in Chicago,
and 5th Avenue in NY. It also locates mini
stores (as narrow as 15 feet) in malls.
Both strategies expose Apple products
directly to people who wouldn't otherwise
see them.
Repeat visitors connect & attract

Simple layout
Apple stores are The stores display relatively few products
almost always busy, in an open even sparse layout, so that visitors
often late into the evening. orient
can easily find what they're looking for.
advocate
(The 5th Avenue store A greeter stands at the door,
is open 24x7.) and plenty of trained staff are available
Many of those visitors throughout the store to answer questions.
are repeat customers.
Genius bar + classes Test drive

The genius bar offers on-site service; Visitors can test most of Apple's products
walk-in or reserve a time online. in the stores. There's even a special area
The theater offers a range of classes, for kids and internet access. Recently, Apple
events, and free workshops. has begun to replace cash registers
$99 a year gets you all the classes with mobile check-out devices,
you want, even one-on-one training; an effort to eliminate check-out lines.
one-on-one shopping appointments
are available, too.

Apple experience cycle: In the small
Multiples touch-points within the in-store purchase process
Museum-style staging
Because of the sparse layout, it is easy
for people to find the product category
that they are looking for—
differentiation between products is clear—
iPods vs. laptops vs. desktops.
Connect by mail connect & attract

Informative signs
Staff offers opportunity Once at a station the information
to receive the receipt about the product is displayed on
by e-mail—so there is orient small cards, so you know
advocate
another chance what you’re looking at.
for Apple to touch you
via a different channel.
Choose accessories Listen to music

The staff member gathers People can try on the products
the item from stock (located by playing with them (headsets supplied.)
near the rear of the store)— In the ipod section all the colors
and directs you to accessories, are displayed—so you can even try them
cables, cases, etc., on with your outfit.
and checks you out right there A staff member sees you playing,
with a hand-held device. asks if you’d like one.

For medical diagnostic device maker Alere, we are redesigning
the development process
It begins with the user research which leads to task-flow maps
Alere / INRatio2 PST

PST/POC
March 11, 2011
Version 5.0
1.0 Operator Log-in Log In Error Strip Error Battery Error Self Test Error QC Check Prompt Data Upload Prompt 5.0 Review Memory
0.1 Power On Device 0.2 Insert Strip 0.3 Self Test 1.1a Enter ID 1.1b Optional ID & Password 1.1.1 Invalid ID & Password 0.1.1 Old Strip Error 0.1.2 Low Battery 0.1.3 Replace Battery 0.3.1a High QC Out of Range 0.3.1b Low QC Out of Range 0.3.1c High & Low QC Out of Range 7.10.2.1 QC Check Reminder 7.10.2.2 QC Check Expiring 7.10.2.3 QC Check Lock Out 7.9.3.1 Upload Data to DM 7.9.3.2 Upload Data to DM 7.9.3.3 Connect to DM 5.0 Supervisor Review Menu 5.1 Display Stored Results 5.2 Display Stored Results 5.3 Print Result 5.4 Memory Empty
Run Test Log In Log In Error Error Error Error Error Error Error Alert Alert Alert Alert Review Memory 1 of 76 Error Review Memory Review Memory 1 of 76 Review Memory 2 of 76 Review Memory Review Memory
Performing User ID User ID Invalid ID or password. Remove old strip. Batteries are Replace batteries. Time to run a A valid QC Check will Last QC Check has You need to upload 3/21/2011 3:20 PM
Data Manager is not No No 3/21/2011 3:20 PM 3/21/2011 2:48 PM
Printing... Memory Empty.
Self Test running low and QC 1H QC 2L QC 1+2 QC Check. expire, resulting in a expired. Run QC Check data to the Data Manager.
Patient ID# 24561
connected or Patient INR Tests Patient ID# 24561 Patient ID# 24318
Password Try again. Begin again with a new test strip. should be lock out, in one hour. now to continue.
INR: 0.7 functioning properly. QC Check Tests INR: 0.7 INR: 0.8
Device locked. Device locked. Device locked. Test results Yes Yes
< Optional screens > replaced soon.
Service needed. Service needed. Service needed.
PT: 12.4 Logged PT: 12.4 PT: 11.5 5.2
Last run: Last run: Last run: Last uploaded: QC: OK in memory QC: OK QC: OK
Version # **.**.** Run QC Test Run QC Test Run QC Test OK in as
Yes Yes
4:30 PM, 3/18/2011. 4:30 PM, 3/18/2011. 4:30 PM, 3/18/2011. 1:22 PM, 3/20/2011.
No Cancel Cancel Cancel Cancel
Yes
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admin?
Print Print
Yes Yes
OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK
0.3 QC Values No Log In No #

1 2 3 _ - + @ #
1 2 3 _ - + @
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7.9.3.3 3.8.1 3.8.2

0.3.1
Pressing OK powers on device. Inserting strip when Self Test is run when device is Keyboard is activated. Log In can be configured with ID and password do not match Old strip in device when Battery power is low. Replace batteries. High QC values out of range. Low QC values out of range. High and Low QC values out of Time to run QC Check. Time to run QC Check. Time to run QC Check. Data upload needed. Pressing OK button will upload User is prompted to connect Toggles menu options. Up and Down arrows pages Results in memory. Print result. Memory empty.
device is off will bring powered on. multiple fields (screen 7.3.1) stored data. powered on. Remove strip. range. data to DM. to the Data Manager to enable through result screens.
user to the Log In, Pressing OK submits text. Pressing OK button returns user to User is locked out from device. User is locked out from device. User is locked out from device. User is locked out from device. uploading data. Supervisor can review Pressing OK button prints screen
screen 1.1 (if required), A unique error message is displayed Log In could also be “pushed” from Removing strip will go to Self screen that user was viewing when User is locked out from device. Pressing OK button will upload both Patient INR Tests and
then directly to Home, if Self Test results are either high, Data fields are automatically filled Data manager. A streamlined Test, screen 0.3. message was displayed. Pressing OK button will power off Pressing OK button will power off Pressing OK button will power off Pressing OK button will go to Run data to the DM and return to the QC Check Tests.
screen 2.0. low, or both out of range (screens if the user scans a bar code. workflow could start a test from the device. device. device. Pressing OK button will power QC Check, screen 4.1. screen the user was viewing when
0.3.1a, 0.3.1b, 0.3.1c). DM, logging in, entering patient ID, off device. the prompt was displayed.
and going immediately to screen
3.2.
Actual Size 2.0 Home 3.0 Run Test Alternate Test Result Screens 6.0 Preferences
6.1 Language 6.2 Date
2.0 Home 3.1a Enter Patient ID 3.1b Optional Data Entry 3.2 Insert Strip 3.3 Identify Strip 3.4 Warm-Up 3.5 Apply Sample 3.6 Test Sample 3.7a Test Result 3.7b Test Result 3.8 Printing 3.7c Two Identifiers and Notes 3.7.1c Notes Screen 6.0 Preferences Menu 6.1.1 Set Language 6.2.1 Set Date Month 6.2.2 Set Date Day 6.2.3 Set Date Year 6.2.4 Date Error
Run Test Run Test Run Test Step 1 of 4 Run Test Run Test Step 2 of 4 Run Test Step 3 of 4 Run Test Step 4 of 4 Test Results Test Results Run Test Test Results Test Results Preferences Preferences: Language Preferences: Date Preferences: Date Preferences: Date Error
Test Results Run Test

Run QC Check
Enter Patient ID Enter Patient ID Insert Strip Identify Strip:
Yes Yes Warming Up... No Apply Testing Sample... 3/21/2011
Patient ID# 24561
3:20 PM 3/21/2011
Patient ID# 24561
3:20 PM
Printing... 3/21/2011
Patient ID# 24561
3:20 PM 3/21/2011
Patient ID# 24561
3:20 PM Language English
English
Day is beyond end
03/21/2011 03/21/2011 03/21/2011
Date 01.07.11
Sample. of month.
Review Memory Date of Birth
Strip Code
INR: 0.7 INR: 0.7 Patient Birthdate 12/22/55
Date Format MM.DD.YY Nederlands
3/21/2011 3:20 PM Preferences < Optional screens > AA11A
INR: 0.7 Français
Lot within No QC check No Blood sample Yes PT: 12.4 PT: 12.4 3.1
Time 3:27PM
Change Setup Lot Number
QC: OK QC: OK PT: 12.4 Add Notes
Time Format 12 Hour Deutsch
Patient ID# 24561 Turn Meter Off
expiration run within applied before Print QC: OK Print OK
INR: 0.7
New Test New Test New Test Cancel
Yes Yes date? selected Yes device is ready? Yes Yes Yes Yes Yes
OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK No OK
time
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through menu choices.
Keyboard is activated. Test can be configured with multiple
data fields (screen 7.5.1).
User inserts strip
on prompt.
Keyboard is activated. Strip heater is being activated and
strip temperature stabilizing.
Unit waiting for blood detection. Analyzing blood sample. Blood test result. Removing the strip
will bring user to the
Printing test result. Test result screen can be
configured with up to three
Keyboard is activated. Preference menu options. Toggles language options. Toggles months.* Toggles days.* Toggles years.* Error. Date entered is
beyond end of the month.
W E R U I O
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* 4 5 6 / ; : ‘ “ del Pressing the OK button User can skip patient ID by just user presses OK. Animating progress bar. are in range. to record.
A S L navigates to the selected menu Data fields are automatically filled if pressing OK. Test record is labeled * User can enter numbers by using
D F G H J K item. the user scans a bar code. “MISC” in this case. numeric keypad, or by using the
tab 7 8 9 ? ! , . % up/down arrows.
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Strip Error Lot Expiration Error QC Check Error Temperature Error Sample Error Result Alert Test Error Printer Error
6.3 Date Format 6.4 Time 6.5 Time Format
3.3.1 Invalid Strip Code 3.3.2 Lot past expiration date 3.3.3 QC Check expired 3.4.1a Temperature Error 3.4.1b Temperature Error 3.5.1 Blood Sample Error 3.5.2 Insufficient Sample Error 3.6.1 Result - Out of Range 3.6.2 Result - Critically High 3.6.2.1 Actions Taken 3.6.2.2 Notes Screen 3.7.1 Error 411 3.8.1 Printer Problem 3.8.2 Printer Out of Paper 6.3.1 Set Date Format 6.4.1 Set Time Hour 6.4.2 Set Time Minutes 6.4.3 Set Time AM/PM 6.5.1 Set Time Format
Test Results: Critically High

Error Error Error Error Error Error Error Alert Test Results: Critically High Test Results: Critically High Error Error Error Preferences: Date Format Preferences: Time Preferences: Time Preferences: Time Preferences: Time Format
3/21/2011 3:20 PM
3/21/2011 3:20 PM 3/21/2011 3:20 PM
Strip Code invalid. Lot has expired. QC Check Required. Ambient Ambient Sample applied Not enough sample. Out of Range Patient ID# 24561 411 Printer is not Printer is out of paper.
Patient ID# 24561 Patient ID# 24561
MM.DD.YYYY 12 hour
Re-enter the correct strip code Use another strip from an Time since last QC Check has
temperature
above
temperature
below
too early.
Begin again with a new test strip, INR < 0.7 INR: 3.8 Actions taken:
Physician notified
Repeat the test. connected or
functioning properly. Insert paper into the printer DD.MM.YYYY 03:20 PM 03:20 PM 03:20 PM 24 hour
at the prompt. unexpired batch. expired.
operating operating
Begin again with a new test strip.
Be sure to wait until the “Apply
and perform another fingerstick.
PT: 15.6 Nurse notified If the error message repeats,
call Tech Support.
and try again.
If the error message repeats, QC Check needs to be run before range range Sample” message displays. Do not try to add more blood to QC: OK Test sent to lab OK
call Technical Support. INR testing can proceed. the test strip. QC: OK Actions OK Cancel
Repeat Test Add Notes
OK
OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK
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This illustration is to scale. 3.2

All other illustrations are 37.5%.
Keyboard is activated.
Strip code data is invalid. Lot has expired. QC Check has not been run in time Ambient temperature is too cold The monitor, strips and/or ambient Blood sample applied too early. Insufficient blood sample. Test result is out of range, either Test result is critically above User can check multiple actions. Arrow Test error. Remove strip and Battery power is low. Replace batteries. Toggles between date format.* Toggles hours.* Toggles minutes.* Toggles between AM and PM.* Toggles between 12/24 hour
frame defined in Setup, screen 7.10. or too hot. temperature too low or high. high or low. target range and requires immedi- button scrolls up and down list and soft Pressing OK button adds text perform test again. format.
ate action. menu buttons. to record. Keyboard is activated.
User is locked out from device. User is locked out from device.
User can repeat test or indicate Pressing OK button with checkbox * User can enter numbers by using
Pressing OK button will power off Pressing OK button will power off actions taken. selected checks/unchecks box. User must numeric keypad, or by using the
device. device. select OK or Add Notes soft menu to up/down arrows.
proceed to next screen.
Notes 4.0 Run QC Check 7.0 Change Setup

7.3 Log In 7.4 Users
4.1 Insert Strip 4.2 Identify Strip 4.3 Warm-Up 4.4 Identify Test Solution 4.5 Apply Test Solution 4.6 Test Sample 4.7a First Test Results 7.0a Setup Options 7.0b Setup Options 7.1a Activation Code 7.2a Change Setup Menu 7.3.1 Set Log In 7.4.1 User List 7.4.2 User Detail 7.4.3.1 Edit User ID 7.4.3.2 Edit User Password 7.4.3.3 Edit User Access 7.4.3.4 Edit User Expiration
POC and PST Functionality
The instrument defaults to Patient Self Test functionality. Point of Care
functionality is enabled by entering an access code in the Change Setup Run QC Check Step 1 of 10 Run QC Check Run QC Check Step 2 of 10 Run QC Check Step 3 of 10 Run QC Check Step 4 of 10 Run QC Check Step 5 of 10 Run QC Check Change Setup Change Setup Change Setup Change Setup Setup: Log In Setup: Users User Detail Edit User Edit User Edit User Edit User
section of the application. Insert Strip Identify Strip:

Yes Warming Up... Identify Test Solution: Apply Testing Sample... 4.7b 3/21/2011 2:09 PM
Lot# 58710 No Enter Activation Code: Log In User ID & Password Robby Evans Admin Robby Evans
Admin
User ID Set Password Enable adminstrator access Expiration Date
Self Test Mode Self Test Mode Not Required
11/11/2011
Users 12 K. Mayfield User Robby Evans 1z00keeper for this user?
Strip Code Lot Number Low QC Passed
AA11A HBN673210 Test Low QC: 0.5 Professional Mode Professional Mode Test ID 1 Field User ID Only Pat Samford User Repeat Password
POC functionality, only available to professionals, is indicated by green Solution. Units INR + PT + QC User ID & Password Billy Talbot User Expiration:
Edit
color coding.
Lot Number Lot within No Continue with
High QC test
Activation Yes Target Off Ronald Jones User 10/15/2011
Delete
expiration Continue
code OK
Cancel
Test Notes Show PKSmith User New User
Back
OK
Cancel
OK
Cancel
Yes
No
Yes Yes date? Yes Yes Yes Yes Yes previously
OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK
Screen Display entered

All screen layouts are based on a 2-bit (black and white) display at 320
#
1 _ -
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4.8 into 2.1 7.2 #
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1 _ @ #
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Setting expiration is the same
Strip code No No No - - -
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Test No Enough No Passed Printer
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memory? At the end of the setting date

Keyboard Behavior sequence pressing the OK button
We recommend automatic activation and backlighting of the keyboard in 3.3.1 3.3.2 3.4.1 4.4.1 4.5.1 4.6.1 goes to screen 7.2, Change Setup
situations requiring text entry (e.g., screens 1.1, 2.2, 3.4). A nice to have menu.
feature is automatic activation of the number keyboard for screens
requiring numeric entry (e.g., screens 6.1, 6.3, 6.6.2).
Home Button
The previous Menu function is replaced by a Home button. Pressing the User inserts strip Keyboard is activated. Strip heater is being activated and Keyboard is activated. Unit waiting for solution detection. Analyzing solution. First test results are displayed. Toggles setup options. Professional mode selected. Activation code required Setup menu options. Toggles log in options. Toggles users. Toggles soft buttons. Toggles OK/Cancel. Toggles through text fields and Toggles Yes/No. Toggles months.*
Home button brings the user back to the Home screen displaying the on prompt. strip temperature stabilizing. to proceed to next screen. OK/Cancel.
main menu of functions. Strip code data is verified when Lot number is automatically filled if Note: Device should detect type of Animating progress bar. User is prompted to continue with Keyboard is activated. Keyboard is activated.
user presses OK. Animating progress bar. the user scans a bar code. solution (high or low) and prompt second test. Keyboard is activated.
If the Home button is pressed in the middle of a testing process it user to add the correct solution. * User can enter numbers by using
interrupts the process and displays a prompt to confirm or cancel the Note: By default, test results only numeric keypad, or by using the
interruption. If confirmed the Home screen is displayed. display Passed or Failed. The up/down arrows.
option to also display QC values is
set in Change Settings/Units,
Managing Test Records screen 7.6.1.
Test Records should only be managed within the Data Management
System, if available. On a stand-alone device, Test Records are kept in
memory and purged on a last-in first-out basis as memory is filled.
Printer 7.5 Test ID 7.6 Units 7.7 Target

The availability of a printer should be automatically detected. 7.7.1 Set INR Target 7.7.2 Set Custom INR Target 7.7.2.1 Set INR Target Error 7.7.3 Set Critical Target
4.8 Insert Strip 4.9 Identify Strip 4.10 Warm-Up 4.11 Identify Test Solution 4.12 Apply Test Solution 4.13 Test Sample 4.14a Both Test Results 4.14b Both Test Results 4.15 Printing 7.1b Supervisor Log In 7.1.1 Access Denied 7.2b Change Setup Menu 7.5.1 Select Fields 7.5.2.1 Edit First Field Name 7.5.2.2 Edit Second Field Name 7.6.1 Set Display Values
Run QC Check Step 6 of 10 Run QC Check Run QC Check Step 7 of 10 Run QC Check Step 8 of 10 Run QC Check Step 9 of 10 Run QC Check Step 10 of 10 Run QC Check Run QC Check Run QC Check Log In Alert Change Setup Setup: Test ID Setup: Test ID Setup: Test ID Setup: Units Setup: Target Setup: Custom Target Error Setup: Target
Identify Strip: Identify Test Solution: 3/21/2011 2:10 PM 3/21/2011 2:10 PM
Insert Strip Yes Warming Up... Apply Testing Sample...
Lot# 58710 Lot# 58710
Printing...
Yes
User ID You do not have access Number of IDs requested:
1 Field
Field 1 Name Field 2 Name Display in test result:
INR
Set INR target range:
Off
Low value - High value Lower end of the range Require action for high INR value:
Off
1.5 - 2.5
Test ID 1 Field User ID Date of Birth
Strip Code Lot Number High QC Passed Passed to change setup. is set higher than the
AA11A HBN673210 Test Low QC: 0.5 Low QC: 0.5 Password Units INR + PT 2 Fields INR + PT 2.0 - 3.0 high end. 3.5
Solution. See your administrator. Target Off 3 Fields INR + PT + QC 2.5 - 3.5 4.5
Lot Number Lot within No Passed Passed 4.1b No Test Notes Show INR + PT + QC Values Custom Custom
High QC: 3.0 High QC: 3.0 Logged
expiration View Records
Print
View Records in as
Data Manager
QC Schedule
Connected
Weekly
OK
Cancel
OK
Cancel
Yes Yes date? Yes Yes Yes Yes Yes Yes Yes admin? Yes No
OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK
#
1 _ @ #
1 _ @
4.16 #
_
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_ 7.2 7.2 #
_ Yes 7.7.3 7.7.2 7.2
No 2.0 1 @ 1 @ 1 @
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Strip code No No No No No - - -
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Test No Enough No Passed Printer Printer Paper in
+ + +
2 2 2 2 2
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3.3.1 3.3.2 3.4.1 4.4.1 4.5.1 4.6.1 3.9.1 3.9.2
User inserts strip Keyboard is activated. Strip heater is being activated and Keyboard is activated. Unit waiting for solution detection. Analyzing solution. Both test results are displayed. Removing the strip Printing QC test results. Log In with administrator User without administrator Setup menu options. Toggles number of fields to User can edit field name. User can edit field name. Toggles between INR result Toggles INR target range Customizes value of INR target.* Error. The low value is 7.7.2 is displayed if user
on prompt. strip temperature stabilizing. will bring user to the access required to proceed to access is blocked. display. modes. values. greater than the high value. selects Custom, otherwise
Strip code data is verified when Lot number is automatically filled if Note: Device should detect type of Animating progress bar. User can print results or view Home, screen 2.0 next screen. Note: The number of screens Keyboard is activated. OK returns to Settings menu
user presses OK. Animating progress bar. the user scans a bar code. solution (high or low) and prompt previous QC test records. matches the number of Note: Selecting QC Values also User selects Custom and (7.2).
user to add the correct solution. fields selected in 7.6.1. will affects the QC Check test presses OK. * User can enter numbers by using
results display. numeric keypad, or by using the
up/down arrows.
Review QC Results QC Test Errors

7.8 Test Notes 7.9 Data Manager 7.10 QC Schedule
7.10.3 Set Custom Schedule
0.3a Power Off 0.3b Power Off 4.16 Display Stored QC Test Results 4.17 Failed QC Test Result 4.18 Repeated QC Test Result 4.4.1 Solution Values Needed 4.4.2 Set Solution Values 4.5.1 Insufficient Solution Error 4.6.1 Failed QC Test 4.6.2 Failed QC Test Lockout 7.8.1 Set Notes 7.9.1 Set Data Manager 7.9.2 Set Upload 7.9.3 Set Prompts 7.10.1 Schedule Options 7.10.2 Set Schedule
Shut Off Meter Shut Off Meter Run QC Check 1 of 22 Run QC Check 2 of 22 Run QC Check 3 of 22 Error Setup: Test Soulution Values Error Error Device Locked Setup: Test Notes Setup: Data Manager Setup: Data Manager Setup: Data Manager Setup: QC Schedule Setup: QC Schedule Setup: QC Schedule
3/21/2011 2:10 PM 3/14/2011 3:22 PM 3/14/2011 3:28 PM
Values for this test Low value - High value Not enough solution. QC Check failed! Last QC Check has Optional notes in test results: Optional Data Manager: When connected to DM: Prompt for upload: Schedule options: Prompt for QC Check: Set custom schedule to every:
Lot# 58710 Lot# 58699 Lot# 58699
Hide Notes Not Connected Automatic Upload Never No schedule Custom
1.5 - 2.5 08 hours
Log Off Log Off
Passed Failed Failed solution are unknown. failed. Run QC Check
Shut Down Shut Down Low QC: 0.5 Low QC: 0.2 Low QC: 0.4 Repeated Test Begin again with a new test strip, Repeat the QC test or now to continue. Show Notes Connected Manual Upload Daily Send reminder Daily
Enter the values for this lot notify your supervisor. Weekly Lockout if not run Weekly
Passed Passed Passed or use another lot. Do not try to add more solution to
Monthly Monthly
High QC: 3.0 High QC: 3.1 High QC: 3.1 the test strip.
OK Repeat Test Run QC Test
Print Test Repeated Print Admin Notified Print Cancel Notify Cancel
OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK OK
1.1 0.1 #
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4.1 4.1 4.1 7.2 7.2 #
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4.1 4.18
Up and Down arrows toggles Up and Down arrows pages Failed QC Check is tagged After test is repeated screen is Toggles notes on or off. Toggles DM on or off. Toggles automatic and manual. Toggles interval for prompt. Toggles schedule options. Toggles schedule frequency. Customizes hourly schedule.*
Values associated with test Sets values of solution target.* Insufficient solution applied. Results out of range. Alert is displayed if device is
between Logout and Shut Down. through result screens. “Test Repeated.” tagged “Repeated Test.” solution lot are not found on powered on after failed QC Check.
Selecting No schedule Keyboard is activated.
device. Keyboard is activated.
Pressing OK button prints screen User has selected Notify, tagging returns to Settings menu
screen “Admin Notified.” * User can enter numbers by using (7.2). * User can enter numbers by using
numeric keypad, or by using the numeric keypad, or by using the
up/down arrows. up/down arrows.
Dubberly Design Office

User task-flow maps are brought to life in interactive demos
Feedback suggests changes
Data Upload Prompt 5.0 Review Memory
QC Check Lock Out 7.9.3.1 Upload Data to DM 7.9.3.2 Upload Data to DM 7.9.3.3 Connect to DM 5.0 Supervisor Review Menu 5.1 Display Stored Results 5.2 Display Stored Results 5.3 Print Result 5.4 Memory Empty
Alert Review Memory 1 of 76 Error Review Memory Review Memory 1 of 76 Review Memory 2 of 76 Review Memory Review Memory
QC Check has You need to upload 3/21/2011 3:20 PM

Data Manager is not No No 3/21/2011 3:20 PM 3/21/2011 2:48 PM
Printing... Memory Empty.
Patient ID# 24561 Patient ID# 24561 Patient ID# 24318
Patient INR Tests
ed. Run QC Check data to the Data Manager. connected or
o continue.
INR: 0.7 functioning properly. QC Check Tests INR: 0.7 INR: 0.8
PT: 12.4 Test results Yes Yes PT: 12.4 PT: 11.5
Logged 5.2
Last uploaded: QC: OK in memory QC: OK QC: OK
3/18/2011.
Run QC Test
Cancel
1:22 PM, 3/20/2011.
OK
Cancel
in as
Upload Print Print
Yes admin? Yes Yes
OK OK OK OK OK OK OK OK OK
4.1 DM No 7.9.3.2 4.16 Printer No Paper in No 2.0

connected? connected? printer?
7.9.3.3 3.8.1 3.8.2
run QC Check. Data upload needed. Pressing OK button will upload User is prompted to connect Toggles menu options. Up and Down arrows pages Results in memory. Print result. Memory empty.
Run Test
data to DM. to the Data Manager to enable through result screens.
ocked out from device. uploading data. Supervisor can review Pressing OK button prints screen
Pressing OK button will upload both Patient INR Tests and
g OK button will go to Run data to the DM and return to the QC Check Tests.
ck, screen 4.1. screen the user was viewing when
the prompt was displayed.
Run QC Check
Review Memory
Alternate Test Result Screens 6.0 Preferences
6.1 Language 6.2 Date
ting 3.7c Two Identifiers and Notes 3.7.1c Notes Screen 6.0 Preferences Menu 6.1.1 Set Language 6.2.1 Set Date Month 6.2.2 Set Date Day 6.2.3 Set Date Year 6.2.4 Date Error
t Test Results Test Results Preferences Preferences: Language Preferences: Date Preferences: Date Preferences: Date Error
Preferences
3/21/2011 3:20 PM 3/21/2011 3:20 PM Language English
ng... Day is beyond end
Patient ID# 24561 Patient ID# 24561
English
03/21/2011 03/21/2011 03/21/2011
Date 01.07.11
Patient Birthdate 12/22/55 of month.
Date Format MM.DD.YY Nederlands
INR: 0.7 Time 3:27PM Français
3.1 PT: 12.4 Add Notes
Time Format 12 Hour Deutsch
QC: OK Print OK
New Test Cancel
OK OK OK OK OK OK OK OK No OK
Change Setup
#
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3.7c 6.0 #
1 2 _ - + @ #
1 2 _ - + @ #
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6.2.2
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* 4 5 6
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A / ; : ‘ “ del * 4 5 6
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space alt space alt space alt space alt
Turn Meter Off

test result. Test result screen can be Keyboard is activated. Preference menu options. Toggles language options. Toggles months.* Toggles days.* Toggles years.* Error. Date entered is
configured with up to three beyond end of the month.
identifiers and a notes screen. Pressing OK button adds text Keyboard is activated.
to record.
* User can enter numbers by using
numeric keypad, or by using the
up/down arrows.
Printer Error
6.3 Date Format 6.4 Time 6.5 Time Format
3.8.1 Printer Problem 3.8.2 Printer Out of Paper 6.3.1 Set Date Format 6.4.1 Set Time Hour 6.4.2 Set Time Minutes 6.4.3 Set Time AM/PM 6.5.1 Set Time Format
Error Error Preferences: Date Format Preferences: Time Preferences: Time Preferences: Time Preferences: Time Format
Printer is not Printer is out of paper.

MM.DD.YYYY 12 hour
connected or
functioning properly. Insert paper into the printer DD.MM.YYYY 03:20 PM 03:20 PM 03:20 PM 24 hour
and try again.
OK OK OK OK OK OK OK
3.7 3.7 6.0 #

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C V B C V B C V B
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space alt space alt space alt
Battery power is low. Replace batteries. Toggles between date format.* Toggles hours.* Toggles minutes.* Toggles between AM and PM.* Toggles between 12/24 hour
format.

up/down arrows.
7.3 Log In 7.4 Users

7.0b Setup Options 7.1a Activation Code 7.2a Change Setup Menu 7.3.1 Set Log In 7.4.1 User List 7.4.2 User Detail 7.4.3.1 Edit User ID 7.4.3.2 Edit User Password 7.4.3.3 Edit User Access 7.4.3.4 Edit User Expiration
Change Setup Change Setup Change Setup Setup: Log In Setup: Users User Detail Edit User Edit User Edit User Edit User
Enter Activation Code: Log In User ID & Password Robby Evans Admin Robby Evans User ID Set Password Enable adminstrator access Expiration Date
Self Test Mode Not Required Admin
11/11/2011
Users 12 K. Mayfield User Robby Evans 1z00keeper for this user?
Professional Mode Test ID 1 Field User ID Only Pat Samford User Repeat Password
Units INR + PT + QC User ID & Password Billy Talbot User Expiration:
Edit
Target Off Ronald Jones User 10/15/2011
Delete
OK Test Notes Show PKSmith User New User OK OK Yes
Cancel Back Cancel Cancel No
OK OK OK OK OK OK OK OK OK OK
7.2 #
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At the end of the setting date

sequence pressing the OK button
goes to screen 7.2, Change Setup
menu.
Professional mode selected. Activation code required Setup menu options. Toggles log in options. Toggles users. Toggles soft buttons. Toggles OK/Cancel. Toggles through text fields and Toggles Yes/No. Toggles months.*
to proceed to next screen. OK/Cancel.
Keyboard is activated. Keyboard is activated.
up/down arrows.
7.5 Test ID 7.6 Units 7.7 Target

7.7.1 Set INR Target 7.7.2 Set Custom INR Target 7.7.2.1 Set INR Target Error 7.7.3 Set Critical Target
7.1b Supervisor Log In 7.1.1 Access Denied 7.2b Change Setup Menu 7.5.1 Select Fields 7.5.2.1 Edit First Field Name 7.5.2.2 Edit Second Field Name 7.6.1 Set Display Values
Log In Alert Change Setup Setup: Test ID Setup: Test ID Setup: Test ID Setup: Units Setup: Target Setup: Custom Target Error Setup: Target
User ID You do not have access Number of IDs requested: Field 1 Name Field 2 Name Display in test result: Set INR target range: Low value - High value Lower end of the range Require action for high INR value:
1 Field INR Off Off
1.5 - 2.5
Test ID 1 Field User ID Date of Birth
to change setup. is set higher than the
Password Units INR + PT 2 Fields INR + PT 2.0 - 3.0 high end. 3.5
See your administrator. Target Off 3 Fields INR + PT + QC 2.5 - 3.5 4.5
Test Notes Show INR + PT + QC Values Custom Custom
Data Manager Connected OK OK
QC Schedule Weekly Cancel Cancel
Yes No
OK OK OK OK OK OK OK OK OK OK OK
#
_
#
_ 7.2 7.2 #
_ Yes 7.7.3 7.7.2 7.2
No 2.0 1 @ 1 @ 1 @
2 - +
2 - +
2 - +
User has
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Log In with administrator User without administrator Setup menu options. Toggles number of fields to User can edit field name. User can edit field name. Toggles between INR result Toggles INR target range Customizes value of INR target.* Error. The low value is 7.7.2 is displayed if user
access required to proceed to access is blocked. display. modes. values. greater than the high value. selects Custom, otherwise
next screen. Note: The number of screens Keyboard is activated. OK returns to Settings menu
matches the number of Note: Selecting QC Values also User selects Custom and (7.2).
fields selected in 7.6.1. will affects the QC Check test presses OK. * User can enter numbers by using
results display. numeric keypad, or by using the
up/down arrows.
7.8 Test Notes 7.9 Data Manager 7.10 QC Schedule

7.10.3 Set Custom Schedule
7.8.1 Set Notes 7.9.1 Set Data Manager 7.9.2 Set Upload 7.9.3 Set Prompts 7.10.1 Schedule Options 7.10.2 Set Schedule
Setup: Test Notes Setup: Data Manager Setup: Data Manager Setup: Data Manager Setup: QC Schedule Setup: QC Schedule Setup: QC Schedule
Optional notes in test results: Optional Data Manager: When connected to DM: Prompt for upload: Schedule options: Prompt for QC Check: Set custom schedule to every:
Hide Notes Not Connected Automatic Upload Never No schedule Custom
Show Notes Connected Manual Upload Daily Send reminder Daily 08 hours
Weekly Lockout if not run Weekly
Monthly Monthly
OK OK OK OK OK OK OK
7.2 7.2 #
Q
1
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2 3 ( ) _ -
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7.2
E R T Y U I
* 4 5 6 / ; : ‘ “ del
A S L
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tab 7 8 9 ? ! , . %
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0
space alt
Toggles notes on or off. Toggles DM on or off. Toggles automatic and manual. Toggles interval for prompt. Toggles schedule options. Toggles schedule frequency. Customizes hourly schedule.*
Selecting No schedule Keyboard is activated.

returns to Settings menu
(7.2). * User can enter numbers by using
up/down arrows.

Our first demos were difficult to modify
Javascript
$('#ok_button').click(function(){ if(RunTest.selected){Display.goto('insertStrip'); } });
Run Test Step 1 of 4
Run Test Insert Strip

Run QC Check
Review Memory
Preferences
Change Setup Selecting “Run Test”
Turn Meter Off
begins the test
sequence.

We built a demo development framework which simplifies the process
Wires
run_test: ok: => goto 'insert_strip'
Run Test Step 1 of 4
Run Test Insert Strip

Run QC Check
Review Memory
Preferences
Change Setup Selecting “Run Test”
Turn Meter Off
begins the test
sequence.

The development framework enables designers and other
non-programmers to create prototypes easily
Meter Prototype
Designer
Meter Prototype Framework

Engineer

The framework includes an all-screen view for debugging;
it shows connections, much like the original task-flow map

The original development process involved creating the UI 3 times
1 2 3
Task-flow map Interactive demo Actual code
The UI development environment could handle all 3 tasks
1 2 3
Plan Task-flow Test with demos Deploy
on devices

8. Create conditions in which
users can design

User interacting with artifact

Designer interacting with

Meta-Designer interacting with
Designer interacting with

9. Build platforms—
systems with rules for extension

Rearrange, reconfigure, transform
Transformers

Choose from a range of options
Mini Cooper (Color Options)

Add or delete pieces
Bugaboo

Assemble building blocks or a kit of parts
Lego

Like most fast food from burgers to noodles to wraps,
Starbucks drinks are a platform
Short Tall Grande Venti

8oz 12oz 16oz 20oz

Starbucks offers almost 200 million variations on latte
Cup type To-go For-here Personal cup
Drink type Warm Iced
Kind of espresso Regular Decaf Half-caf Tea None
Amount of espresso Single Double Triple Quad N shots
Drink size Short Tall Grande Venti
Milk type Non-fat 2% Whole Soy (2 more)
Syrup combinations (Choose from about 15 flavors)
Whipped cream w/ Whip No whip Light whip
Temperature Extra hot Cooler Specific degree Standard (160°F)
Build order Upside down Right-side up Macchiato Otherwise
Long/Short pull Long Short Normal
Amount of foam Dry Wet Normal None
Amount of syrup 1 pump 2 pumps 3 pumps 4 pumps N pumps

In a networked-services world, software platforms and API’s are critical—
and continually evolving
Applications Lexulous
Identity Service Facebook
Browser Explorer Firefox
Operating System Windows Linux
Chip Set Pentium Arm

10. Take advantage of network effects

In a network, each node enhances the value of the existing nodes
by increasing the number of connections

As the number of nodes grow,
each new node brings an increasing number of new connections
2 nodes 3 nodes 4 nodes

1 connection 3 connections 6 connections
n nodes yield (
) connections

The iPhone will connect with Apple’s existing system of systems
plications
er Ap
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ows
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iChat AV
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Pla
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iSync
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Safa
iCal
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Ba in
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iPod H
Home
iSight
iDisk
iPhon
Mail (
e
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Pag
s e
Ke
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ork
te
Fu
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iTun
iPhoto
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Music Store
pm
vie
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es
ts
HD
iLife

11. Leverage
Convergence 2.0:
Interactive multimedia + service +
social + physical

For the last 30 years, publishing, broadcasting, and computing have been
converging, creating interactive multimedia—Nicholas Negroponte
ok s
Ap
ps
Bo
ok s
Ap
ps
Bo
ok s
Ap
Bo
ps
Rich Media
Rich Media
Rich Media
1980 2010
Books, applications, and rich Convergence of books, Books are evolving to become multi-
media are distinct entities, but applications, and rich media. media, interactive, social, and service
moving toward each other. oriented. These are all aspects of the
converging technology of books.

About 10 years ago, signs of a second wave began to emerge—
Convergence 2.0 integrating interactive multimedia with social networks,
web-services, and context awareness
Social Physical
oks
Ap
ps
Bo
Rich Media
Service

What convergence means for e-books
- Books as multi-media—don’t just tell me, show me
(books + photos, videos, animation, and sound)
- Books as interactivity—’tell me more/less’ + let me try it myself

(books + games, simulations, linking, and glosses—parallel texts)
- Books as social nodes—conversation topics + learning from others

(books + online social networks—shared interests, notes, highlights)
- Books as services—integration with other systems

(books + continuous updating, experts, etc, e.g. Lexis-Nexis)
- Books as places—on demand details

(books + related objects, e.g. contents, instructions, history)

Convergence can be leveraged for all products + services—
across each touch point in the sales-experience cycle
Connect Orient Interact Extend Advocate
Message
Multimedia
Interactivity
Social Networks
Web-services
Context awareness

12. Create easy steps for learning

Learning proceeds in stages
Crawl Walk Run

A really big challenge can be difficult to over come
challenge

Breaking challenges into smaller steps—scaffolding—aids the process
challenge

Flow is a state-of-mind in which ability just matches challenge—
Mihalyi Casikszentmihalyi
anxiety now you’re talking

challenge exceeds ability
getting the come on,

uh oh hang of it hit me again
challenge
flow
having fun
boredom
ability exceeds challenge
beginner this is easy!
ability

Electronic games are designed with levels that increase challenges
as users improve their skills

Games often include elaborate interfaces for managing increased skills
and apportioning skill points

Service Design: 12 Principles
1 Value is in the experience

2 Experience = Reputation = Brand
3 Sending a message is not enough
4 Learning requires interaction
5 Conversation builds meaning
6 Services must be seen as wholes
7 Experience is a journey
8 Practice metadesign
9 Build Platforms
10 Take advantage of network effects
11 Leverage convergence 2.0
12 Create easy steps for learning

What does all this mean?
The world is changing

We need to “think different”
We need to adopt an organic-systems view

Old thinking + New thinking
Product as object + as experience
static + dynamic
node + link
unique + platform
Focus computing + communicating

with + through
Key skills manufacturing + services

product design + interaction design

Thank you

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Service Design:

Service Design: 12 Principles 2

It’s not what you sell a customer,

It’s not what something is,

Flows become more

In 2004, IBM sold its

In 2005, service was 35%

In 2010, service was 68%

Service Design: 12 Principles 4

Philips then acquired Health Watch

In 2011, Philips bought Med Sage,

Service Design: 12 Principles 5

39% of China’s GDP is in service

Source: Mary Jo Bitner, ASU

Service Design: 12 Principles 6

Service Design: 12 Principles 7

coffee beans > coffee > coffee shop > Starbucks

Commodity Goods Service Experience

Beans Roasted and ground Brewed and served Treating yourself

Service Design: 12 Principles 8

motor > blender > kitchen > dining experience

Components Tools System Experience

Motor Appliance Kitchen Cooking

Service Design: 12 Principles 9

Hardware Software Networked Service Marketplace

Music Listener iPod iTunes iTunes Store Record Companies Artists

Service Design: 12 Principles 10

Pressure Sensor Shoe iPod Nano (with Receiver) User Nikeplus.com

Service Design: 12 Principles 11

New/Additional sensors Reinvent meter Networked enabled services

Blood glucose Connecting with caregivers

Heart rate Joining communities

Medication dosing Engaging with wellness coach

Service Design: 12 Principles 12

Hardware Software Networked Service Marketplace

Reader Kindle Reader Amazon Store Publishers Authors

Service Design: 12 Principles 13

Person Product Service Exchange

Service Design: 12 Principles 14

Service Design: 12 Principles 15

Service Design: 12 Principles 16

Service Design: 12 Principles 17

Service Design: 12 Principles 18

Service Design: 12 Principles 19

Service Design: 12 Principles 20

Service Design: 12 Principles 21

Service Design: 12 Principles 22

Service Design: 12 Principles 23

Service Design: 12 Principles 24

Info Transmitter Channel Receiver Destination

Service Design: 12 Principles 25

sender message receiver

Service Design: 12 Principles 26

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Internally at the Service Interface Externally

Service Self-diagnostics Customer Interaction Individual Comments Amplified Comments

Service Design: 12 Principles 33

Service Design: 12 Principles 34