Orchestrating Experiences: Collaborative Design for Complexity PDF
Preview Orchestrating Experiences: Collaborative Design for Complexity
ORCHESTRATING EXPERIENCES COLLABORATIVE DESIGN FOR COMPLEXITY Chris Risdon Patrick Quattlebaum Orchestrating Experiences Collaborative Design for Complexity By Chris Risdon and Patrick Quattlebaum Rosenfeld Media, LLC 540 President Street Brooklyn, New York 11215 USA On the Web: www.rosenfeldmedia.com Please send errors to: rosenfeldmedia.com Publisher: Louis Rosenfeld Managing Editor: Marta Justak Illustrator: Nick Madden Interior Layout Tech: Danielle Foster Cover and Interior Design: The Heads of State Indexer: Marilyn Augst Proofreader: Sue Boshers © 2018 Chris Risdon and Patrick Quattlebaum All Rights Reserved ISBN: 1-933820-73-X ISBN 13: 978-1-933820-73-6 LCCN: 2018930392 Printed and bound in the United States of America CHRIS To my love Kathy and beautiful daughter Lucy for being amazing, supportive, loving, and making me a better person. PATRICK To my amazing partner in crime Katie for her love, support, and patience. HOW TO USE THIS BOOK Who Should Read This Book? This book is written by designers, but it is for anyone who wants to make a greater impact in envisioning and making products and services in complex environments. Complex, in this case, refers to customer experiences with many moving parts—multiple channels, many touchpoints, and numerous contexts—and the departmentalized, fragmented organizations attempting to deliver them. Sound familiar? If so, you will likely identify with one of the following cohorts we had in mind when writing this book: • Practitioners of all stripes: You define strategies for customer experiences, services, products, marketing, or technology. You design physical things, digital touchpoints, processes, communications, or systems. You deliver the objects, interfaces, platforms, or intangible interactions that enable value creation. Or you help manage all of these activities. In these pages, you’ll find new approaches that expand your toolkit and facilitate others through a more collaborative design process. • Leaders and emerging leaders: You work in cross-functional programs trying to create products and services that enable impactful experiences at scale. The common set of terms, models, and methods introduced here will increase your ability to help others engage in making the future together. • Executives: You want differentiated, customer-centered experiences while defining focused strategies and leaner operations. The concepts we present will help you foster cross-functional collaboration, build customer empathy, and activate more effective customer journeys. Regardless of your role, this book will equip you and your colleagues to design for better experiences, together. Bringing consistency and continuity to end-to-end experiences requires new concepts and methods. Creating broad empathy means helping your colleagues truly connect with your customers. Leaping from insights to vision to action necessitates increased facilitation and collaboration. What’s in This Book? This book is organized into three parts, charting your course from embracing core concepts to orchestrating experiences. Part I, “A Common Foundation,” explores key concepts—channels, touchpoints, ecosystems, and journeys—related to understanding and improving the experience architecture of product and services. It argues for creating more consistency in how these terms are used in your organization and gives you tools to begin to do just that. Part II, “Insights and Possibilities,” outlines how to facilitate a cross- functional team through the process of better understanding customer needs and identifying opportunities for improving and reimagining end-to-end experiences. Part III, “Vision and Action,” explains how to generate ideas collaboratively and craft a vision that unites stakeholders and inspires action. It also shares techniques for carrying your intent into touchpoint design and moving your organization to orchestrate experiences more intentionally. NOTE Cross-functional collaboration is critical to improving or reimagining end-to-end experiences. For this reason, this book also contains several workshop examples designed to help engage the right people at the right time to envision orchestrated products and service experiences. What Comes with This Book? You’ll find the book’s companion website here ( rosenfeldmedia.com/books/orchestrating-experiences). The book’s diagrams and other illustrations are available under a Creative Commons license (when possible) for you to download and include in your own presentations. You can find these on Flickr at www.flickr.com/photos/rosenfeldmedia/sets/. FREQUENTLY ASKED QUESTIONS Do I have to do all these things in this book to orchestrate experiences successfully? We cover many frameworks and tools, but you will likely gravitate to approaches that meet your unique needs. For example, you may find ecosystem mapping (Chapter 3) and storyboarding (Chapters 8 and 9) help you get the job done, while touchpoint inventories (Chapter 2) or improvisation (Chapter 8) don’t resonate in your culture. The key: try out different approaches and build the toolkit that works for you. Isn’t this just a lot of deliverables? No! Working collaboratively with your colleagues is critical to orchestrating experiences. It takes effort and skill. What you do make—such as experience maps (Chapter 5), experience principles (Chapter 6), and opportunity maps (Chapter 7)—should be approached as tools to build empathy, inspire ideas, create alignment, and take action towards the same outcomes. You didn’t mention [insert tool here]. Does that mean I shouldn’t use it anymore? We are constantly adding, dropping, and modifying design methods in our own toolkits. Those presented in this book have proven to be predictably effective when designing for complex ecosystems with cross-functional teams. In some cases, these approaches may displace other things in your toolkit. We think you will find, however, that most will complement other methods and tools that you commonly use. We also hope the book inspires you to find or invent additional approaches to orchestrate experiences better. Does this take a lot of time? More complex design problems in large organizations require more time as a rule. However, you will find that the approaches we cover can be leveraged when you need to run fast and lean. For example, you can use portions of the example workshops (Chapters 2, 3, 5, 6, 7, and 8) to design small working sessions. Or you could use the ideation techniques (Chapter 8) within a small team. Isn’t this service design? (Or isn’t this just UX design or customer experience?) Yes! And no! We’ve intentionally approached this book as a synthesis of best practices, regardless of tribal affiliation. The service design, user experience, customer experience, and other communities have contributed to the growth of the orchestration mindset. And you’ll see us reference these practices and others (for example, see Chapters 1, 2, 7, and 10). At their heart, what they all have in common is human-centeredness. We will show you how to put it all together in action, regardless of whether you feel you’re doing user experience design, service design, interaction design, or [insert discipline here]. CONTENTS How to Use This Book Frequently Asked Questions Foreword Introduction PART I: A COMMON FOUNDATION CHAPTER 1 Understanding Channels From Theory to Reality Structured by Channels Channels Don’t Exist in Isolation Channels Reflect Interactions, Information, and Context Channels Support the Moment Changing the Channel-Centric Mindset Coda CHAPTER 2 Pinning Down Touchpoints A Unifying Approach Two Helpful Frameworks Identifying Your Touchpoints Cataloging and Communicating Your Touchpoints Coda CHAPTER 2 WORKSHOP Touchpoint Inventory Workshop Objectives Example Pitch to Participants (and Their Managers) Agenda Preparing for the Workshop Running the Workshop After the Workshop CHAPTER 3 Exploring Ecosystems From Business to Experience Ecosystems Unpacking an Experience Ecosystem Ecosystem Mapping Tips Using an Ecosystem Map as a Tool Other Sensemaking Approaches Coda CHAPTER 3 WORKSHOP Landscape Alignment Workshop Objectives Example Pitch to Participants (and Their Managers)
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