In this Talent Tales episode, talent.imperative Founder Nicole Dessain had the honor to interview Shira Ben Cohen, Global Experience Designer at Intel.
Shira’s creative superpower is service blueprinting. A service blueprint is a diagram that visualizes the relationships between different service components — people, props (physical or digital evidence), and processes — that are directly tied to touchpoints in a specific customer journey.
For example, you can map the hiring manager experience in the hiring process and what they must do in each step. This would be a journey map. But you could also map the backstage steps that enable that experience. The frontstage would be that the hiring manager screens candidates from the pipeline sent to them through the ATS, the backstage would be sourcers attracting, sorting and organizing that pipeline from the CRM.
Shira is not only spearheading experience design at Intel, she also writes and speaks about it externally and has built a local community of service designers in Tel Aviv.
A part of Shira’s role at Intel is to explore new and innovative approaches to help understand current and future internal customer needs. After she discovered service design, she immediately understood its potential for her work at Intel.
Introducing it to the organization took the identification of a real pain point – trying to attract more diverse candidates. After Shira used service blueprinting wit the US Talent Acquisition team, word started to spread about its potential and the approach was then used to transform the entire Talent Acquisition team and the way Intel attracts and hires talent.
The journey from operating very transactional to transforming to an experience-driven organization included research and interviews with candidates, recruiters and hiring managers. The result was a strategic partnership model that also included the adjustment of Talent Acquisition’s tech stack and re-designed processes for all stakeholders. Intel has seen a positive impact on candidate, hiring manager, and recruiter satisfaction since this transformation.
Shira’s tip for how to get started with service design is to start with a real pain point. Identify a problem the team is struggling with and use it to demonstrate what service design can do to address it. Focus on the benefit to the organization rather than providing lengthy explanations. This will generate a tangible first success that you can build on.
Want to learn more about service blueprinting? Watch the entire interview on YouTube or listen to the Podcast.