This deck was presented at the "Content Strategy in Service Design" event, hosted by Fjord, a global design and innovation consultancy, and the Content Strategy Southern California group.
15. 15 HOW DO WE DESIGN SERVICE EXPERIENCES THAT MEET OUR LIQUID EXPECTATIONS … AND INTEGRATE ALL THESE SYSTEMS … ACROSS ALL THESE TOUCHPOINTS … WITHOUT RELYING ON MORE MEDIOCRE CONTENT?
18. What Is Content Strategy?
23. But it's also … A conversation between a service provider and customer Claims forms Bills Internal manuals (e.g. call center how-to guides) Internal workaround documentation from employee (e.g. sticky notes about boilerplate answers) An SMS text message Physical signage Printouts (e.g. boarding passes, concert tickets, etc.) Contracts, licenses and coverage policies Email or direct mail Satisfaction surveys Voice command Audio Music WHAT IS CONTENT?
24. What Is Service Design?
30. ANATOMY OF A SERVICE Content is created and consumed by people, but it is managed through the same complex web of backstage systems and processes. Content is experienced through touchpoints. A piece of content may exist on only only one touchpoint, or it may travel between touchpoints. The sum of this content across all touchpoints comprises a content experience. How well this content works — or doesn't work — across the entire ecosystem affects the quality of the service experience. The quality of the service experience directly relates to the quality of the brand. CONTENT WITHIN A SERVICE Services come to life through people, but they're dependent on a complex web of backstage systems and processes. People interact with a service via touchpoints. The sum of all of these touchpoints comprises a service experience. The perception of the service experience directly relates to the perception of the brand.
72. Content Strategy: Books: •  Content Strategy Toolkit •  Enterprise Content Strategy: A Project Guide •  Content Everywhere Organizations / Communities: •  Content Strategy Alliance: contentstrategyalliance.com •  Content Strategy Forum: csf.community •  Content Strategy Google+: https://plus.google.com/1037193103554866816 Other Awesome Books: •  The User's Journey: Storymapping Products That People Love •  Design for Real Life RECOMMENDED RESOURCES / THANK YOU'S Service Design: Books: •  Service Design: From Insight to Implementation •  This is Service Design Thinking: Basics-Tools-Cases •  The Service Innovation Handbook Organizations / Communities: •  Service Design Network: service-design-network.org •  Service Design Tools: servicedesigntools.org •  Service Design Books: servicedesignbooks.org Special Thanks: Special thanks to The Noun Project for the icons as well as the the LA User Experience and Service Design meetups for cross-promoting this event.