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Presentation at ISA14 Buenos Aires
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Interaction14South America El evento de Diseo de Interaccin y Experiencia de Usuario ms importante de Latinoamrica.
B U E N O S A I R E S
Mind the gaps Designing multichannel service
experiences for real peopleAndy Polaine
@apolaine
Image source: Smithsonian's Cooper-Hewitt, National Design Museum
Start with the people
"The thing that was really important was what was happening between me and the software on the screen.
Bill Moggridge on the GRiD Compass ComputerImage source: Smithsonian's Cooper-Hewitt, National Design Museum
Great screen UX design doesnt help much if its always dierent
Especially when this happens
Or this - home-brew UX
Image Source: Rick Dolishny on Flickr
Services are not products
SERVICES ARE MULTICHANNEL a TIME-BASED
ThirdParty
Mobile
People
Products
Marketing
Other Services
Web
Services are ecosystems - every part aects the whole
People A transitions are crucial to the experience
Image source: Information Architects
There is no shortage of channels
Mind the gaps
Service gaps Lavrans flying to New York with his family
Website-Call Center Gap
Website-System Error Gap
Website-Call Center Gap
Husband-Wife Expectation Gap
Call Center Sta-Check-In Sta Gap
Boarding Sta-Computer System Gap
The human service element finally wins
Cracks can accumulate to form an experience crevasseImage source: http://www.summitpost.org/je-jumping-crevasse-dc-route-july-8-2006/207527
Nice touchpoint, shame about the rest of the experience
CRAFT A HUMAN EXPERIENCE ACROSS CHANNELS, NOT A USER EXPERIENCE
Everything is a microinteraction
Some touchpoints are thought through and branded
Some touchpoints just happen
If you dont design it, somebody else willImage source: http://www.flickr.com/photos/atoach/
If you dont provide communication channels, somebody else will
If you dont provide communication channels, somebody else will
Image Sources: Andy Polaine. London/RoW: Stefan Kellner
How do the individual experiences join up to make a whole?
Frustrations are as much about inaction as action
UNDERSTANDING PEOPLE, RELATIONSHIPS a UNDERLYING MOTIVATIONS
People are not trying to be a professional Amazon.com user
Find the underlying motivation and human experienceImage source: Flickr user Jon Large
Interaction with backstage people, services & systemsImage source: http://www.materialiste.com/culture/inside-amazon
Third party services aect the experience too
SOME GUIDING PRINCIPLES
Design for needs, not wants
Understand trust its delicate, but potent
Avoid demographic personas. Go for behaviours/actions instead.
Jane, 32, lawyer. Loves her BMW, reads the Financial Times, lives in Notting Hill, London. Has a boyfriend, but no children yet and wants to get ahead in her career first.. Likes the good things in life, needs information fast, is constantly connected on her iPhone and iPad. Watches Homeland in the evening with a bottle of Australian Cabernet Sauvignon.
Fake photo. I made this up.
Design with people versus for peopleImage source: live|work
Be personal, human and authentic
Understand and stay on the customers preferred channel
Align service delivery with customer expectations (and dont falsely raise them)
Look for unintended (non-)design. What is a flat land toda?
Look for unintended (non-)design. What is a flat land toda?
Fails are the great lost touchpoint opportunity. Design them!
Say sorry - apologies matter to people
Image source: michael_davies on Flickr
Actions speak louder than words
because small acts make a dierence
Image source: www.damnyouautocrrect.comImage source: CC Licence by Joshua Smith on Flickr
Define the tone of voice with the details
Look for opportunities to demonstrate empathy
A BIT MORE
It shows that you are human too, not just a corporation
Take care designing your touchpoints
But be aware of the context in which they will be experienced
Iterate prototypes and test the service touchpoints in real life with real peopleImage source: live|work
Run pilot projects to bridge design, experience & business caseImage source: live|work
Remember peoples lives exist in a broader context, not just on screensImage source: http://consumeconsume.com/post/13272453418
Life is messy and technology doesnt always helpImage source: www.damnyouautocrrect.com
MUCHAS GRACIAS!
[email protected] @apolaine www.polaine.com
2 I co-wrote this!
Use POLAINE for 20% o here: http://www.rosenfeldmedia.com/
S E R V I C E D E S I G N From Insight to Implementation
b y A N DY P OL A IN E , L AV R A N S L V LIE ,
a n d BE N R E A S ON fo r e w o r d b y J o h n Tha c k a ra
Service Design is an eminently practical guide to designing services that
work for people. It offers powerful insights, methods, and case studies to
help you design, implement, and measure multichannel service experi-
ences with greater impact for customers, businesses, and society.
For anyone making the journey into the world of service design, this book, informed by its authors hard-won knowledge and field experience, should be your first stop.
JESSE JAMES GARRETTAuthor of The Elements of User Experience
A great introduction to service design by people who shaped this approach from its early years on.
MARC STICKDORNEditor and Co-Author of This Is Service Design Thinking
An easy-to-read introduction to service design, with great examples from one of the worlds leading service design agencies. A must read for anyone who wants to become familiar with service design in theory, methods, and practice!
PROF. BIRGIT MAGERPresident, Service Design Network gGmbH
Theres no better way to learn about service design than from those who have built it from the ground up.
MARK HUNTER Chief Design Officer, Design Council (UK)
Cover Illustration by Lotta Nieminen
www.rosenfeldmedia.com
MORE ON SERVICE DESIGNwww.rosenfeldmedia.com/books/ser vice-design/
SER
VICE
DE
SIGN
by POLAIN
E, LVLIE, and R
EASON
No deje de completar su evaluacin online
isa.ixda.org/encuestaMuchas gracias!
Interaction14South America
B U E N O S A I R E S
Mind the gaps Designing multichannel service experiences for real peopleAndy Polaine