1. Service Catalog Essentials
5 Keys to Good Service Design in Service Catalogs
The Power of a Consistent Service Design Process

2. Happy Halloween
DON CASSON, CEO, EVERGREEN SYSTEMS Don has led Evergreen Systems since its founding in Over the years he has spoken at conferences, authored white papers and been interviewed for numerous industry periodicals. Contact:
JEFF BENEDICT, ITSM PRACTICE MANAGER, EVERGREEN SYSTEMS
Jeff manages the ITSM practice at Evergreen and has worked with ITSM tools for 15+ years. Jeff is an active contributor to the Evergreen Blog and Twitter. (twitter.com/JeffSBenedict) Contact:
Happy Halloween, and thanks for joining us!
I am Don Casson, CEO of Evergreen and with me is my usual partner in crime Jeff Benedict, who heads up Evergreen’s Innovation efforts and our ITSM practice.

3. Today’s Agenda About Evergreen
5 Keys to Good Service Design in Service Catalogs
Evergreen’s User-Centric Self-Service Catalog & Portal Portal (built on ServiceNow)
Possible Next Steps / Q&A
If you are new to our webinar series, welcome. If you are a past attendee thanks for joining us again. Our goal is to share valuable information & insights you can use in your planning and activities right now. The topic we will explore today is, “5 Keys to Good Service Design in Service Catalogs.”
Here is our agenda-
After a very little bit about Evergreen, we will dive into our topic today.
Beyond that we will briefly demonstrate our always evolving view of a very advanced, self-service catalog & portal experience, built on ServiceNow.
Then we will answer some questions if you have any. At any time during the webinar you may submit a question using the Q&A function.

4. About Evergreen Systems
Quick Facts
Sample Clients
80-person U.S. IT Consulting Firm
Hundreds of Mid-Market, Fortune 1000 Companies and Public Sector Customers
Full lifecycle firm with complete ITSM / ITIL transformation experience
Incident / Problem
Change & Request
Asset & Configuration / CMDB
Service Catalog & Portfolio
SLM & KPIs
Shared Services (HR, Facilities, Acq.)
Deep BMC / Remedy & HP Service Manager experience
Top 5 US ServiceNow Partner
Evergreen is a US based consulting firm and we have worked with hundreds of mid market, Fortune 1000 companies and public sector organizations to improve their IT Service Management execution.
We are a full lifecycle firm, or in the words of one customer, “you have both process and technology in one company.” We think great solutions require both. With Evergreen – you don’t have to be the system integrator!
We do a lot of work in Service Catalogs, and have gotten recognized for this in the marketplace. So much so that many think this is all we do. Not true! – we have deep experience & innovative solutions across ALL the ITSM disciplines.
We are one of the top 5 US ServiceNow partners and have over a decade of domain experience in each area of the ServiceNow portfolio.
But, we do view all of this from a perspective of customer centric IT Service Mgmt.

5. Conventional ITSM Thinking Is Wrong
Incident, Problem Change
I LOL when I found this picture…
AT Evergreen WE THINK CONVENTIONAL ITSM THINKING IS WRONG
ITSM has been done the same old way for the past decade – incident, problem, change and a little knowledge. At the end of it, we may be running a little better – but so what? What about the customer? Are we making a difference for them? Or are we waiting to phase 2 or 3 to even think about them. This old model is broken. We need to start with the customer NOW.
And if we do, it will change what we do. We may be suprised to find that our customer sees little value in what we are focusing on, and values things we may not even be thinking of! We can’t know if we don’t ask them.
(The Horse is our customer…)

6. Two Useful Guides
13 page dictionary of Services definitions – ITIL & beyond
We create and use a lot of tools in our consulting work. Over the past couple of webinars I began offering some guides we use every day. Here are two – our Services Definitions Dictionary and our Service Taxonomy Use guide.
If either of these are of any interest to you, at the end I will tell you how you can get a copy.
Taxonomy definitions, best practices and example framework guidance

7. ITIL def Useful Grounding
Customer. Someone who buys goods or services.
Service. A means of delivering value to customers by facilitating outcomes customers want to achieve without the ownership of specific costs and risks.
Service Design Package. Document(s) defining all aspects of an IT Service and it’s requirements, through each stage of it’s lifecycle.
Ok let’s jump in! I like to keep it simple – but some of these slides today are not, as I dipped into our consulting toolbox for them. At the same time I am very excited, because I think this set has very high, immediate use value for you – so we will stay high level, but I hope you will use these tools. Of course, if you want to know more about them – we wouldn’t mind talking with you.
I have 3 ITIL Definitions today. A customer is someone who buys goods or services. A service is something of value you do for someone, and all they have to do is receive it. A Service Design Package or Process, is the cookbook you follow to build and maintain a service over it’s life.

8. A Service Can Be… A lot of complex, individual activities
Joined together
From many operating silos
Its hard to coordinate services across IT from request to outcome. Each Silo has hundreds of tools and processes refined over years to manage and deliver their specific outcomes. The work itself is often very complex and substantially undocumented, and tribal knowledge plays a significant role in getting it done. Each Silo is the same in nature – but the tools, processes and knowledge are unique – silo to silo. So a Service can be…very complex.
BTW – if you were wondering, this is a Workflow chart from pinterest.

9. Why Do Customers Leave? Why Customers Leave* 3% business moved
5% prefer competitor’s product
9% price increases
14% dissatisfied with product / service
31% total
69% left because of poor service
Here is research from the Office of Consumer Affairs, on why customers leave. 3% move, 19% have issues with the product, 9% are price sensitive….and 69% leave because of poor service. Over 2/3! Mindblowing.
But we have an advantage in IT, our customers can’t leave, they have to come to us. This may be true in the short run – but not in the long. More and more they find shadow IT alternatives, they complain to executives that IT provides poor value – so IT budgets get cut, and finally, IT gets outsourced. Stop & think for a minute. If your customers love you and think your services are great – are you as likely to be outsourced? No.
These customers in the picture are SO unhappy with us, they are literally walking out into the desert to get away.
“Treat your customers like captives, and one day they will be neither”
How do IT’s Customers Leave?
Shadow IT
Reduced Budgets
Outsource
* White House Office of Consumer Affairs

10. Do We Need a Service Design Process?
A Service Design Process seems like a lot of work…can’t we just start building services?
What Is the worst that could happen?
UGLY
EXPENSIVE
INCONSISTENT
UNMANAGEABLE
REDUNDANT
…AND ABANDONED
69%
With what we will cover today, using a Service Design Process will look like a lot of work. Why can’t we just start building services and giving them out to customers? The most important reason why not is that the customers will HATE us!
Customer satisfaction is driven by setting and meeting expectations. If we raise the bar of expectation, in that we are going to offer services – and then deliver a bad experience – customers are actually more angry than if we had done nothing at all.

11. Benefits of A Good Service Design Process
CONSISTENT
AFFORDABLE
REPEATABLE
MANAGEABLE
REUSABLE
EFFICIENT
STRATEGIC
YOUR CUSTOMERS
WILL LOVE IT
A Service Design Process is like the assembly line of an auto manufacturer – it is your services “assembly line.” Stop and visualize that assembly line in your mind’s eye for just a moment. From request to outcome – with many providers collaborating and coordinating – to deliver a consistent, affordable, repeatable, manageable and high quality outcome.
Maybe IT is too complex to be able to do this? Maybe. But consider this – GM builds 9.9 million transmissions every year – using over 400 suppliers – with a 6 sigma level of quality. Are we more complex than that?
A Good Service Design Process is VERY strategic. Technology fuels competitive advantage, so put a good assembly line under your business.

12. ________________________
Service Design Process Functionality & Components
Now lets look at the svc design process & components
________________________

13. Sample Service Design Package
Here is a simplified IT view of a Service Design Package for a service we are calling Virtual Meeting Collaboration. We have a description that everyone can understand, who can access the service, who owns and manages the service, and the more detailed functionality of the service. Then we find the underlying elements we need to make it fly like SLAs & OLAs, cost and supporting teams.

14. What A Service Looks Like to a Customer
Give the customer enough information to make a self-service decision…
Name & description
Fit for my use
Who can request it & how
Cost
Quality
Delivery time
What is / isn’t included
Service owner
A good, consistent Service design process is critical for customer satisfaction, simplicity and quality. Here we have an IT service where we provide business analytics. We have a brief description of the service offered so I can decide if this is what I am looking for. I can see that Don Goodliffe is the service owner if I need to contact someone, and I can see that it is rated 3 out of 5 stars for quality. I can also click on 3 different requests items if I want to take an action.
A good service design goal is to provide enough information so a customer can decide on their own if they want the service, and then be able to take action.

15. Service Design Process - Build Flow
Individual Service Design Activities
Service Presentation
Service Offer
Service Fulfillment
Service Feedback
Service Measurement
Service Hierarchy
Service Catalog / Portal / Mobile
Service Functionality
Offerings
Requests
Scope
Workflow
Approvals
Assignments
Messaging
Service Status
Service Rating
Service Survey
Service Metrics/KPIs
Service Reporting
Service Dashboards
As part of the overall Service Design Process, here are the high level steps we take to build a Service to the point where it is ready to be put into service. We go from how it will be presented to the customer, to what is included, to how we deliver it behind the scenes, to how we get feedback, to how we build it for manageability.

16. Constituents of a Service
Customers
Design From the Customer In,
Not IT Out
Customer Experience
Execution Effectiveness
Governance & Accountability
Managers
Providers
A proper Service Design Process begins with the three constituents of a service - the Customer, the Providers and the Managers. All must be involved and have their needs met to create any truly viable service.
The customer wants an excellent Customer Experience, and to deliver that we must think like the customer & design from the customer in, not IT out – or they will reject it. The Provider wants Execution Effectiveness and if we don’t build in a way that it makes them more efficient & effective – then they won’t support the change with the customers and will work around the system. The Manager wants Governance and Accountability – without these we cannot price and deliver a service consistently, with high quality.
Design Management Needs
In From The Start
Build for the Providers Too
or It Will Not Work

17. Toolkit: The Service Design Model
A Service Design Model ensures you consider all relevant areas
What it does for you:
Helps communicate the mechanics of a service end to end
Helps everyone understand the big picture and their role in it
Breaks "the service and operations problem” down to bite-sized chunks
Facilitates decision making / trade-offs as to where and how resources are used
Key executive / stakeholder and change team communication tool
Factual approach to expand the debate from tactical to strategic – i.e. from cost reduction initiatives to ‘What are we trying to do for the business?’
Service Design Model
Business Goals and Strategy
Customer Experience
Assets & Finance
Sourcing & Alliances
Technology & Support
Business
Processes
SDM
Here is where a few of the slides get busy. We are going another level deeper.
Without a consistently understood and applied Service Design Process, you will build poor, inconsistent services, and you will likely fail.
This is a tool you can use to share what the service design model is made up of, and the big basket of benefits it brings to you.
With it you can get people to understand what a service is end to end, see their role in it, “get” the parts, lower resistance to change and the most magic bullet - get people to understand “why are we doing this”
Resources
Organization
&
Geography
Governance & Compliance
Roadmap for Change

18. Toolkit: Definitions of Model Elements
Service Design Model
The Sourcing & Alliances factors define which activities will be performed within the organization, by other parts of the parent groups and by external parties
The Customer Experience factors link the value proposition to the specifics of the interactions between the customer and the entity
Customer Experience
The Assets & Finance factors define which activities are executed where, the scope of the service and the dependencies on specific assets, with financial and accounting considerations
Assets & Finance
Sourcing & Alliances
The Business Processes factors show the core functions and processes related to how work is executed and delivered
Technology & Support
Business
Processes
The Technology & Support factors outline the supplications, infrastructure and operations supporting the business
SOM
Resources
Organization &
Geography
The Culture factors (shadow ring) show the values, norms and beliefs that drive how people in the organization act
The Resources factors outline the people implications in terms of skills and behaviours required, the expected headcount distribution and the change implications
This tool supports the last slide, providing the consistent word picture for each service design model area. While a lot of words – it is a reference chart that will help create consistent understanding and help prevent a lot of questions.
Governance & Compliance
The Organization and Geography factors outline the organizational structure, locations of where activities occur, the sourcing of activities (external vs. internal) and the mechanism by which implementation and changes to the model will be managed
The Governance & Compliance factors outline the oversight and management structure and the major compliance activities (external vs. internal) and the mechanism by which the service is monitored and controlled.
Roadmap for Change

19. Toolkit: Service Operating Model Framework
Customer Experience
Sourcing & Alliances
Business Processes
Organization & Geography
Governance & Compliance
Resources
Technology & Support
Assets & Finance
STRATEGY
Design and Roadmap
Customer Strategy
Vendor Strategy
Business Strategy
Governance Strategy
System Strategy
Asset Strategy
ARCHITECTURE Business, Tech & Support
Components & Integrations
Organization Structure
Systems & Operations
WORKFLOWS Key Business and Technology
Customer Workflows
Business Workflows
Governance Audit & Schedule
System Workflows
ROLES
RACI Roles and Responsibility
RACI
PERFORMANCE KPIs/Metrics, Surveys and Rptg
Customer KPIs
Vendor KPIs
Business KPIs
Geo KPIs
Audit KPIs
Resource KPIs
System KPIs
Asset KPIs
AGREEMENTS
OLAs and SLAs
Vendor SLAs
Business OLAs & SLAs
SBU OLAs & SLAs
Management SLAs
Resource SLAs
System SLAs
MONITORING Innovation, Risk and Lifecycle
Innovation
Risk
Innovation & Lifecycle
Risk & Lifecycle
This is a kind of Rosetta stone tool for the Service Design Process & Model. Across the top we have the factors that must be considered in the Service Design Model, down the left hand side we have the component areas in the Service Design Process needed to build a good service. In the middle, we have the function, tool or process that ensures the points get connected. You can easily see how building solid, reusable pieces in the middle can help you build high quality, complete and consistent services – very quickly.

20. Toolkit: Service Design Factors and Influences
Along with the last framework slide, this tool is like a visual checklist to help us make sure we are getting all the inputs we need, and delivering all the outputs that are required for high value.

21. Example: Service Package
Service Name
Messaging and Collaboration
Core
Services
Enabling Services
Enhancing
Options
Network
Service Desk Support
 8 x 5
 10 x 6
 7 x 24 x 365
Server
 Instant Messaging
Storage
System Monitoring
Mailbox Size (Maximum)
 2 GB
 10 GB
 Unlimited
Multi-language
 Spanish
 French
 Japanese
Account Administration
Information Security
Wireless Devices
 Lenovo S6000
 iPad Air
Samsung Galaxy S5
iPhone 5s
Service Support Level
Gold
Silver
Bronze
A service can look like a pyramid – the height and width of the pyramid is driven by the number and complexity of the supporting services needed. Here is a very simplified example of the service E mail, in the service family – Messaging and Collaboration. In order to deliver the service e mail – we require the enabling services of network, server, storage and account administration. Then in order to deliver a great customer experience, we have key enhancing services – like service desk, monitoring and security. Last, we are showing some of the feature options that the customer can have. As an example, the enabling service “storage” can provide variable sizes,- 2Gig, 10Gig, etc,

22. ________________________
Five Keys to Good Service Design
As promised, we will highlight 5 Keys. These aren’t all the keys there are, I can easily come up with 10 that matter, but that is too much for a webinar!
________________________

23. KEY 1 – Clear Service Ownership
Provide the customer enough information to make a self-service determination…
Name & description
Fit for my use
Who can request it
Cost
Quality
Delivery time
How to request it
Service Owner
Our first KEY is Clear Service Ownership. Here’s a service we looked at before. Don Goodliffe is the service owner. This is a simple point, that can cause a big change in IT. You see Don’s name published right next to the customer quality rating. Do you think Don will be thinking about end to end services and happy customers? You bet he will. Here’s an Evergreen design principle – if everyone owns the service, no one does.
If everyone owns the service, no one does

24. KEY 2 – User Experience Matters
Our 2nd KEY is on User experience. If it isn’t a success to the customer, it isn’t a success.
Here are bad and good examples of “service catalog” menus. The one on the left is too detailed, has no consistency across the options, has no natural flow, and leaves you wondering how you build and price your choice. The menu on the right is the from the famous IN n Out burger chain – in use for 50 years! It starts you on the upper LHS where we are trained to start, then flows down - how we are trained to proceed. It puts a meal together how you think – burger first, then fries, then shake. No shake? – a modified column 2 (with a box to help you see it quickly) gives sweet drink options – then coffee or milk. Do you see the 5 design principles at work?
Simple Complete Predictive
Leading Beautiful

25. KEY 3 – To Build (a Service) or Not?
Value?
Worthwhile
High volume
Highly repetitive
Simple, durable
2-3 solutions meet the 80/20
Cost & Risk?
Cost to build & maintain
Degree of complexity
Risk of failure
Since it takes time and money to built good services, for our 3rd KEY we want to make sure its worth it. We must weigh value vs cost & risk.
On the Value side here’s what we should consider-
Is it worthwhile? Does it have a high intrinsic strategic or business value?
Is it High volume? – if we only do something 3-4 times a year – is it worth the effort?
Is it Highly repetitive? – if we do it a lot, but every time it is very different and we can’t change that – then it’s not a good candidate.
Is it simple and doesn’t change a great deal over time? If so it is easier to build a self service solution and it will be viable for a nice length of time.
Is it 80/20? – what are the 3-5 things that are, or could be the same – in any area – and meet 80% of the needs. This is what we are after.
On Cost & Risk-
What is the cost to build and run the service?
How complex is it?
What is the risk of failure? Failure could be a poor quality service, or a service that cost 3 times what we estimated to build it.

26. KEY 4 – Modular Services as CIs
A SERVICE
Svc
Build reusable service modules
Combine them to create new services
Manage each service as a configuration item (CI) to give you accountability
SILO
Svc
SILO
Svc
Svc
SILO
Our 4th KEY is Building modular services, and managing them as configuration items (Cis)
It is important to apply a building block mentality to constructing services, then combine the blocks to create new services and variations of existing ones. If all your services are single threaded, custom built – they will be very expensive to create, impossible to maintain, and confusing to your customer. Think about Amazon – what would it be like if every Amazon department had its own checkout procedure?
But this idea has its own challenges too – each service module, say “financial approval process” could be used in hundreds of services. So service Configuration Management is mandatory, with each service being managed as a configuration item (CI), and mapped into any combined services of which it is a part.
SILO
Svc
SILO

27. KEY 5 - Balance Customer & Provider Needs in Design
How Many Services? Many & Shallow? Few and Deep?
7 +/- 2
Miller’s Number
Evergreen’s Numbers
Taxonomy to Service
4 +/- 2
I saved a really good one for last. This is a question we get asked a lot. Should we build lots of simple services, or a few big, but complex services?
Too many services may be confusing for the customer, too big of a service can be a real load on IT to manage and measure.
George Miller was a researcher during WW2 with a PHD from Harvard. In 1956 he published a theorem called Miller’s Number. It states that humans can only handle 5 things error free – by 9, error free operation is unlikely. So the sweet spot for acceptable error rate is 7, +/- 2. With that in mind we know what our customer can handle. Evergreen’s numbers deal with the flow from service taxonomy to service, and the number of choices at each step. Our experience has led us to believe the number of levels from Taxonomy to Service ought to be around 4 +/- 2. For number of choices, Miller’s number has proven good with 7 +/- 2. I think the ”right” feel there is on the low side of 5-7, rather than the high side of Also, my belief is that the last category can move toward the high side, as you have reached the specific area where the customer expects to find their answer, so their attention is a bit higher. Not science though, just experience.
7 +/- 2
7 +/- 2
7 +/- 2
7 +/- 2

28. Use a Service Design Process
Business Goals and Strategy
Customer Experience
Governance & Compliance
Technology & Support
SDM
Resources
Sourcing & Alliances
Assets & Finance
Organization
&
Geography
Business
Processes
SDM
Our Capstone KEY – Use a Service Design Process. That’s it for our presentation, Ill now turn it over to Jeff for a brief demonstration.
Roadmap for Change

29. Evergreen’s Employee Self-Service Catalog & Portal
Demo
POWERED BY SERVICENOW

30. Possible Next Steps? http://www.evergreensys.com One-Day,
Private Service
Catalog Workshop
Onsite for
only $3,950
MOST VIEWED APP on the SN App Store. Demo our Self Service Catalog & Portal yourself!
Request a copy of our Services Definitions Dictionary:
service-definitions-dictionary-offer- exclusive
If you found this interesting and wonder what might be a next step, here are a few options.
Our Self-Service Catalog & Portal is the most viewed app on the ServiceNow App store - out of 122 Apps! It is available as a self-service demo, is fun to play with, and over 500 people are demoing it now. You can get your own login on our website – visit:
Perhaps you are considering a broader Service Catalog initiative but aren’t sure where to start. Our one day, private Service Catalog Workshop is a great way to start. It educates your team and creates a common language and direction. You can save months of effort in consensus building and get your program moving.
Last – if you would like a copy of our Services Definitions Dictionary please visit:

31. Wrap-Up Questions? Thank you for your time.