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User Experience design has come a long way since technology has become an everyday part of our lives. We almost can't imagine a life without googling random facts, comparing prices for flights, insurance or any other product we can get online or in the high street. The consumerisation of technology has led to higher expectations of intuitiveness and ease of use of our devices, websites and apps. User friendliness in technology is not a key differentiator anymore when consumers interact with companies via their websites, apps, phones and high street shops. Companies don't just sell products online anymore, they provide services through a variety of channels. This requires designers to think beyond the screen. Service design thinking considers technology in its wider context of use and not just the immediate user interactions. This talk will give you a introduction to what service design is and how it is different from user experience design. It will include some design principles that are applicable beyond the screen and how they relate to user experience and service design. And finally you'll find out about the realities of doing service design in the wild. You'll see a comparison of the wonderful theory of service design with the harsh reality of large organisations, which often need service design the most.
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Design Beyond the ScreenIntroducing Service Design Thinking to UX
This session ExpectationsLet’s set some
It’s not a manual for designing perfect services
It will give you is a new way of thinking about your product or service in a wider context than the immediately obvious one: the UI.
2
I did not invent this stuff, I’m just applying it, maybe it’ll help you!
Part 1Introduction to Service Design
Part 2Exploration – Principles
Part 3The realities of service design
Introduction RealityExploration
OverviewThe big picture
3
IntroductionPart 1
4
"When you have two coffee shops right next to each other, that each sell the exact same coffee at the exact same price. Service Design is what make you walk into the one and not the other."
Marc Fonteijn, 31 Volts Service Design, 2008
DefinitionWhat is Service Design
5 Exploration RealityIntroduction
The end goal HolidaysAllow us to dream and get away from it all
The perfect beach
6
The beginning HolidaysAre easier to book, but not fun
Soooooooo much choice in a bad website
7
UX Designers HolidaysAre easier to book, but not fun
Are good at fixing that
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No navigation
Stock imageryOrganisation driven Information Architecture
Secondary nav tiny
Service Designers HolidaysCan be quite a stressful experience
Consider the bigger picture as well
9
People & Interactions Service design elementsThat need to be considered
Who’s involved?
DIG
ITA
LR
EA
L W
OR
LD
Customer
+Service Provider
=TouchPoint
Mobile
Tablet
Shop checkout
Service desk
Self service kiosk
Hotel porter
Paper based
In store
Desktop
Stakeholders Service Designers
YOU!
10 Exploration RealityIntroduction
ExplorationPrinciples behind great customer experiences
Part 2
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Principles behind great customer experiencesWhat makes great services
"The challenge is no longer to simply create a great product or service, with a good customer service offering and a useful website, it is to seamlessly join up an increasing number of different touch points." Matt Watkinson, 2013
12 Exploration RealityIntroduction
3 simple questionsThink about this
#2 Do you want to get rich through your own business / career?… or at least make a decent living
#3 Did you start your own business / career because you wanted to get rich?
#1 Do you want to get rich?… or at least make a decent living
13 Exploration RealityIntroduction
Let’s ponder this 3 simple questionsThink about this
Yes – that’s OK“Do you want to get rich?”
Yes – that’s OK“Do you want to get rich through your own business / career?”
Yes – let’s talk about that …
“Did you start your own business / career because you wanted to get rich?”
$$$
14 Exploration RealityIntroduction
Why you should care too Caring paysThe value of customer experience
You cannot afford not to(your competitors do)
It pays in the short term(you’ll be happier at work)
It pays even more in the long term(you’ll have a successful business)
15 Exploration RealityIntroduction
There’s more than one way… Design PrinciplesUX and CX frameworks
16 Exploration RealityIntroduction
It’s not rocket science How to do itThe 10 principles behind great customer experiences
They work for startups & large organisations
You’ll learn about them todayPlease buy his book too because he’s a really nice guy.
In his book “The 10 Principles Behind Great Customer Experiences” Matt Watkinson wrote some down
17 Exploration RealityIntroduction
Principle #1Wants vs needs
"People do not build their beliefs on a foundation of reason. They begin with certain beliefs, then find reasons to justify them" Eugene P. Wigner
Rational vs rationale thinking Principle #1Wants vs needs
We live in a world of wants, not needs
Create a brand reality, not an image
What does your brand say about your customers?
Great customer experiences strongly reflect the customer’s identity
19 Exploration RealityIntroduction
Principle #1Wants vs needsRational vs rationale thinking
Great customer experiences strongly reflect the customer’s identity
"Customers don't want to buy a quarter inch drill, they want a quarter inch hole" Theodore Levitt
Principle #2Objectives & Super Objectives
Everything has a goal Principle #2Objectives & Super Objectives
Telepathy vs empathy vs self referential design – especially relevant to startups
Create a product / service that goes beyond the immediate need
What problem are you / your product / service solving?
Great customer experiences satisfy our higher objectives
22 Exploration RealityIntroduction
Everything has a goal Principle #2Objectives & Super Objectives
Great customer experiences satisfy our higher objectives
"Good design thorough down to the last detail. Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the consumer." Dieter Rams
Principle #3No detail too small
This eensy weensy tiny detail Principle #3No detail is too small
Find quick wins to delight
What’s the entire customer journey?
Great customer experiences leave nothing to chance
Lots of small gains create one big one
25 Exploration RealityIntroduction
This eensy weensy tiny detail Principle #3No detail is too small
Great customer experiences leave nothing to chance
26 Exploration RealityIntroduction
"Happiness equals reality minus expectations"Tom Magliozzi
Photo by: http://www.flickr.com/photos/ladymissmarquise/
Principle #4Met expectations keep customers
What you see is what you get Principle #4Met expectations keep customers
Be consistent
Make sure all ends well
Great customer experiences set and meet expectations
Don’t overpromise and under deliver
28 Exploration RealityIntroduction
What you see is what you get Principle #4Met expectations keep customers
Great customer experiences set and meet expectations
“Perfection is achieved, not when there is nothing to add, but when there is nothing left to take away" Antoine de Saint-Exupéry
Principle #5Technology should make our lives easier
Don’t make me think Principle #5Technology should make our lives easier
Serve the customer at the right time and the right place
Too much choice can be a burden
Great customer experiences are effortless
Consider: time, convenience, simplicity
???
31 Exploration RealityIntroduction
Don’t make me think Principle #5Technology should make our lives easier
Great customer experiences are effortless
Don’t make me think Principle #5Technology should make our lives easier
Great customer experiences are effortless
Don’t make me think Principle #5Technology should make our lives easier
Great customer experiences are effortless
Don’t make me think Principle #5Technology should make our lives easier
Great customer experiences are effortless
Don’t make me think Principle #5Technology should make our lives easier
Great customer experiences are effortless
Don’t make me think Principle #5Technology should make our lives easier
Great customer experiences are effortless
Don’t make me think Principle #5Technology should make our lives easier
Great customer experiences are effortless
Don’t make me think Principle #5Technology should make our lives easier
Great customer experiences are effortless
Don’t make me think Principle #5Technology should make our lives easier
Great customer experiences are effortless
Don’t make me think Principle #5Technology should make our lives easier
Great customer experiences are effortless
Don’t make me think Principle #5Technology should make our lives easier
Great customer experiences are effortless
Don’t make me think Principle #5Technology should make our lives easier
Great customer experiences are effortless
Don’t make me think Principle #5Technology should make our lives easier
Great customer experiences are effortless
Don’t make me think Principle #5Technology should make our lives easier
Great customer experiences are effortless
Don’t make me think Principle #5Technology should make our lives easier
Great customer experiences are effortless
Don’t make me think Principle #5Technology should make our lives easier
Great customer experiences are effortless
"Confusion is the chief cause of worry."Herbert E. Hawkes
Principle #6Avoid errors when possible
Don’t hassle me Principle #6Avoid errors when possible
Design for forgiveness
Intuitiveness vs efficiency
Great customer experiences are stress free
Errors lead to stress and vice versa*&£^@
49 Exploration RealityIntroduction
Don’t hassle me Principle #6Avoid errors when possible
Great customer experiences are stress free
"We made the buttons on the screen look so good you'll want to lick them" Steve Jobs
Principle #7Make it sweet
Photo by: http://www.flickr.com/photos/joaoloureiro/
It’s the whole package Principle #7Make it sweet
Don’t overwhelm you customers
What if I can’t _________
Great customer experiences indulge the senses
Consider every experience multi sensory
(insert sense)
52 Exploration RealityIntroduction
It’s the whole package Principle #7Make it sweet
Great customer experiences indulge the senses
It’s the whole package Principle #7Make it sweet
Great customer experiences indulge the senses
"Trade is a social act."J.S. Mill
Principle #8People products
Photo by: http://www.flickr.com/photos/matthieu-aubry/
Real experiences, real people Principle #8People products
It’s easier to be loyal to a person than a brand
Your employees are your brand ambassadors
Great customer experiences are socially engaging
Add a personal touch to your product / service
=
56 Exploration RealityIntroduction
Real experiences, real people Principle #8People products
Great customer experiences are socially engaging
57 Exploration RealityIntroduction
Real experiences, real people Principle #8People products
Great customer experiences are socially engaging
58 Exploration RealityIntroduction
Real experiences, real people Principle #8People products
Great customer experiences are socially engaging
59 Exploration RealityIntroduction
"I did it my way."Frank Sinatra
Principle #9Total control
The digital world is one of choice Principle #9Total control
Increase control by striking a balance among the dimensions of control
Consider the who, what, when and where of control
Great customer experiences put customers in control
Give the customer control, but help them along the way
61 Exploration RealityIntroduction
The digital world is one of choice Principle #9Total control
Great customer experiences put customers in control
62 Exploration RealityIntroduction
"Let's not forget that the little emotions are the great captains of our lives and we obey them without realising it."
Vincent van Gogh
Principle #10Feeling products
How does that make you feel? Principle #10Feeling products
Consider emotional intensity
Promote positive emotions / actively avoid negative ones
Great customer experiences consider the emotions
Emotions can encourage / discourage actions
64 Exploration RealityIntroduction
How does that make you feel? Principle #10Feeling products
Great customer experiences consider the emotions
65 Exploration RealityIntroduction
RealityService design out in the wild
Part 3
66
Who’s who? Organisations & Service DesignSometimes they struggle
What is their contribution / responsibility in your project?
Where do they sit in the organisation?
The people that matter too
Who are your stakeholders?
67 RealityIntroduction Exploration
What’s in it for them? Organisations & Service DesignSometimes they struggle
What are their higher objectives?
Just setting out a strategy isn’t enough
What do they say they want to get out of good service design?
What are their actual drivers and motivations?
68 RealityIntroduction Exploration
The hard bit Organisations & Service DesignSometimes they struggle
Iterate, iterate, iterate!
Get executive support
Getting it all to work
Find the right diplomat in the organisation
69 RealityIntroduction Exploration
Don’t just design Organisations & Service DesignSometimes they struggle
Consider technology where appropriate, but don’t be limited by it.
Find out business goals. They’re just as important!
Once you’re on your way
Validate that you’re designing the right thing
70 RealityIntroduction Exploration
Business RealitiesDon’t forget …
41. Your stakeholders2. Their true motivations3. Get the right support4. Don’t just design
Thank You & Key Take AwaysRemember this
71 RealityExplorationIntroduction
Customer XP PrinciplesGreat customer experiences…
101. Strongly reflect the customer's identity2. Satisfy our higher objectives 3. Leave nothing to chance 4. Set and then meet expectations5. Are effortless6. Are stress free7. Indulge the senses8. Are socially engaging9. Put the customer in control10. Consider the emotions
Appendix
Newt is a design consultancy We believe that good design drives change
A guy that listens a lot Who I amYour presenter
Dr. Philip BonhardAbout Customers / People Carer @Newtidea
entertainment
Our clients’ customers
Our clients
financial servicesgovernment
traveltelco utilities healthcare
media
retail
@UXPhil / [email protected]
74
ResourcesBooks worth reading
This is Service Design ThinkingVarious Authors – www.thisisservicedesignthinking.com
The Ten Principles Behind Great Customer ExperiencesMatt Watkinson
75
The Noun Project Thank youUseful Stuff
World designed by Mateo Zlatar People designed by Wayne Tyler Sall
People designed by Roman J. Sokolov Dream designed by James Stone
Boy designed by Peacock Dream Marriage Proposal designed by Luis Prado
Boy designed by Michael Rowe Worker designed by Bart Laugs
Girl designed by Michael Rowe Thinking designed by Michael V. Suriano
Eye from The Noun Project
www.thenounproject.com
76
The Noun Project Thank youUseful Stuff
Control designed by Dima Yagnyuk
Happy designed by Tobias F. Wolf Sad designed by Tobias F. Wolf
Touch designed by Michele Zamparo
Nose designed by Rachel Healey Tongue designed by Alex Fuller
www.thenounproject.com
Conversation designed by Michael V. Suriano Cry designed by James Bickerton
Alert designed by Thomas Le Bas Stress designed by Shreya Chakravarty
Pizza designed by Marcus Michaels77
The Noun Project Thank youUseful Stuff
Network designed by Stijn Janmaat
www.thenounproject.com
Happy designed by Takao Umehara
78
Conversation designed by Rudy Jaspers
Second thought designed by Dima Yagnyuk and Benjamin H Byron
Handshake designed by Diego Naive
Diplomacy designed by Thibault Geffroy
Design designed by Scott Lewis
Bar graph designed by Nicolas Hue
Microchip designed by Márcio Duarte