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
• 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?
• 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…
…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
•
•
•
•
•
•
•
Touchpoints
Service blueprinting (Front Stage/Back Stage)
Storyboarding
Emotional Journey Mapping
Stakeholder Maps
Mystery shopping
Service safari
Doing, not Talking
•
•
•
•
•
•
•
Iteration
Prototyping
Fail, fail better
Co-creation
Roleplay
Observation
Personas – your turn…
Persona
•
•
•
•
•
•
•
•
Who?
Where?
Lifestyle?
Habits?
Holidays?
Shopping?
Pets?
Family?
“The Squiggle”, Damien Newman, Central Inc.
“Double Diamond Design”, The Design Council.
Iteration – 4 Ds
Discover
Deliver
Define
Develop
“Customer Experience”, Icono-clectic.blogspot.com.
“Customer Journeys”, Diametrics
Blueprint for student transition
UCAS,
admissions
Invitation to
online enrol
UCAS
admissions,
(DSRL)
Faculties,
admissions,
SRF, OLDL
team
Faculties/
Admissions
Student views
enrolment pages
and enrols
online
SRF
Completion
of online
enrolment
Problem with
OLE
Yes
Yes
Problem
resolved?
SRF
-----------------------No
Halls/
Accommodation
DSRL,
Finance
(students
can pay
here for
enrolment)
Arrival: On
campus
1st day of
semester
Admissions,
Faculties,
Marketing,
Student and
families,
SAS, ALF
and Bursary,
DSRL
Invite
to join
Uni
Pg 1 of 2
Last weekend in
September
UCAS,
admissions,
Careers
centre,
faculties,
International
office
Confirm
place via
UCAS
No
--------------------------------
UCAS,
Admissions,
International
office,
faculties,
Careers
centre
Acceptance
August/
September
Participants
Admissions,
faculty and
marketing
staff, student
and families,
SAS, ALF
and Bursary,
DSRL,
Finance
Open Day
End of August
Up to 5 days
1 day
Target
Time
Receive
Offer
24 hours
Application
1 day
Open day
Stage
F
--------------------------------
F
Front Stage
------------------------
Bus driver, gate
keeper, security
F
F
Tangiable/
Intangiable
evidence
Website,
prospectus,
email,
phone call,
letters
Website,
paper form, in
person/
phone/letter/
email contact
Online,
paper
form
Website,
prospectus,
email,
phone call,
letters
Online,
paper
form
Online,
paper
form
Letters/
Joining
instructions
Website
Website –
SSE and
info for
guidance
Email/
phone/
counter
support
Student
drops out
of OLE –
Has to
SSE on
campus
Website and email
Car parking, Uni bus,
directions, signposting,
gatehouse greet, exterior
of building and campus
groups
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Line of visibility - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - F
Back
Stage
Invitations,
dates and
times
agreed,
marketing
event
QED,
Programme
structure,
codes,
marketing, open
days,
information
provided,
programme
team, creating
curriculum,
validation,
faculty,
admissions,
input into
UCAS, online
applications,
UCAS,
requirements of
entry
Admissions,
programme
team schedule
interviews,
send letters,
contact
student,
review
application
against entry
requirements,
put in offer/
reject into
UCAS system,
email student
offer
Invitations,
dates and
times agreed,
marketing
event
Admissions
email
acceptance of
place, student
accepts place
Results
received from
UCAS,
admissions
results
compared to
offers,
admissions
email confirm
place to
student,
Produce
faculty and
programme
specific
letters
Admissions
Matriculate
and Class
Scheduling
Admissions,
SRF, SSSD
UCAS,
Admissions,
PeopleSoft,
Clearing,
mass
matriculation
and term
activation,
timetabling,
fees build
SRF and
faculties
update
website in
regards to
enrolment/
inductions/
specific
information,
FPL have
their own
process/
web pages,
programme
build
Auditing
Email/
phone
support
Module
information
available
online
SYSTEMS
PeopleSoft Students
Admissions
Enrolment
schedule and
staff training,
rooming, faculty
communication,
IT support
Safe and secure
environment,
maintenance of exterior/
grounds, bus service,
other information
Acronym Key:
SAS: Support and Advisory Service
ALF: Access to Learning Fund
DSRL: Derby Student Residential Ltd
QED: Quality Enhancement Department
SRF: Student Records & Fees
SSSD: Student Systems Support & Development
F = fail point
W = point of excessive wait
OLE: Online enrolment
SSE: Self-Service enrolment
SET: Student Experience Team
COA: Confirmation of Arrival
FPL: Flexible & Partnership Learning
APL: Accredited Prior Learning
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?
•
•
•
•
•
•
•
•
•
•
•
•
Problem-solving
Human-centred
Inter-disciplinary
Research-based
Co-creative
Iterative
Designer as facilitator
Front stage/Back stage
Holistic
Ongoing
Sustainable
Fun!
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)