ARTX-C1018 - Digital Service Design Project, Lecture, 6.9.2022-20.10.2022
This course space end date is set to 20.10.2022 Search Courses: ARTX-C1018
Week 3: Service Map
Description of the assignment:
The service map is a visual representation of service from the user's perspective (before, during and after) showing the existing touchpoints across all the service front stage channels (online and offline). It is used to analyse the current service by adopting the customer perspective.
A service map will help you to 1. Gather information and understand the current Posti service, 2. Analyse what could be improved, and 3. Make an informed decision on what digital interaction you could design (from week 4 onwards).
We will start the map in class on Thursday 15.09. The main structure will be created during the session on Miro and we will start to populate the map collectively, with the information each group has about Posti.
The service map should include:
- A clear visualisation about the current Posti sending or returning experience, following the service map structure:
- Customer journey steps: Steps and a brief description of steps from the perspective of your user (expatriates).
- Front stage layers: Touchpoints across channels, Stakeholder roles, Pain points (optional), Customer actions or service tasks (optional)
- Add a title on your service map including your case (e.g. Sending a gift unlogged)
- Please submit 1 file of 1-page view in PDF format can be as big as needed, does not need to fit an A4 but it is important that we can see the whole map in one view NOT MULTIPLE PAGES. Name of the file: Group#_ServiceMap.
- The “master template” on Miro is just a starting point, and you should adapt it to your own needs. For example, you could group channels differently, and add or modify the names of the channels (instead of “Front line staff” you could call it Face-to-face).
- Relevance over quantity: only map those touchpoints and stakeholders that are relevant, not an “inventory” of everything that exists.
- Touchpoints can exist in multiple channels, in this case they will appear several times
- Use the information that you have to date. You do not need to do any additional research, it is ok not to know everything!
- Map what exists today (not the future).
- Not all cells need to be filled in! In fact, gaps may reveal or communicate important aspects of the current service
- Stakeholder roles: Identify key stakeholders (users or organisations) and where they are involved. For example, you could add one raw per stakeholder and visually indicate at what step they are involved.
- Stakeholder tasks: This is optional, it is enough to describe their main role or simply indicate when they are involved. The role might be the same always or change
Where to get the information from:
- Posti E2E consumer journey - Consumer Journey 1.0.pdf
- Posti lecture - Introduction slides
- Interviews
- Trying the service exercise
- Desktop research
Evaluation criteria
| Does not comply with instructions, including timelines and format of the assignment. Layers are missing. | The service map lacks key information and/or elements of the tool structure. The experience of the main stakeholder is poorly communicated. | The service map follows the basic structure and includes the required information, including the touchpoints across channels and a description of the experience step by step. The visualisation could better support the reader to make an analysis of the current service. | The ‘as is’ service map includes a comprehensive list of the existing frontstage touchpoints across channels. Visualisations are self-explanatory and communicate well how the service works today from the user's perspective. The visualisation supports the reader to make an analysis of the current service. | The team excellently communicates the current ‘as is’ experience, and explores further the basic format/layers of the service map tool. The visualisation provides insight or analysis of the current service, (e.g. highlights current gaps) and supports the reader to make decisions or take actions. |
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