UX & service
design
Claudia Ehmke

Delivering innovation through service design
Wednesday, 20 November 13
I’m in...

Interaction
Design

Customer
strategy

Information
Architecture

Customer or
Visitor experience

Usability
User...
Wednesday, 20 November 13
Wednesday, 20 November 13
Our process

• Your point of view

• Creative

of the problem
• Current &
potential customer
understanding
• Market &
comp...
Toolbox for insights phase
Stakeholder maps – visual or physical
representation of the various groups
involved with a part...
Toolbox for Ideas & Prototype phase
Idea generation – structured brainstorm
sessions to inspire the organisation to
improv...
Toolbox for Test, Learn & Launch
Storytelling – narrative describing the
service in context, using key insights and
ideas ...
In a bit more detail...

Wednesday, 20 November 13
Understanding the
business model

Wednesday, 20 November 13
Co-design for digital
and architecture

Wednesday, 20 November 13
User research &
personas

Wednesday, 20 November 13
Customer journey &
Experience maps

Wednesday, 20 November 13
Brand values &
experience principles

Wednesday, 20 November 13
Sketching & scamping

Create

mind

sketch

(new) knowledge

representation

Read

Bill Buxton. Sketching User Experiences...
Sketches &
Scamps

Wednesday, 20 November 13
Sitemap/Content map,
wireframes & functional specification

Wednesday, 20 November 13
Wednesday, 20 November 13
Wednesday, 20 November 13
Pattern libraries

Wednesday, 20 November 13
Pattern libraries

Wednesday, 20 November 13
Pattern libraries

Wednesday, 20 November 13
Pattern libraries

Wednesday, 20 November 13
Wednesday, 20 November 13
To get users engaged in our service

Wednesday, 20 November 13
Behavioural psychology

Some principles (just to whet your appetite)
• Loss Aversion
• Anchoring
• Scarcity Value
• Goal D...
#1 Loss aversion

People have a tendency
to ascribe a
disproportionately
higher value to an item
they already have in
thei...
#2 Anchoring

Tendency to rely too heavily, or
“anchor”, on a past reference or
on one trait or piece of
information when ...
#3 Scarcity value

If we perceive
something to be scarce
it has greater value in
our eyes. If it’s plentiful
its perceived...
#4 Goal dilution

When multiple goals are
pursued, they are less
effectively achieved than goals
pursued individually.
In ...
#5 Chunking

Parts are easier than wholes.
The way a task is presented
affects people’s willingness to
take it on and comp...
#6 Social proof

The tendency of people to
assume that the actions of
others reflect correct behaviour
for a given situati...
Thank you
claudia@thisispaper.co.uk

WWW.THISISPAPER.CO.UK
@THIS_IS_PAPER
Wednesday, 20 November 13
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Ux & Service design intro

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Quick introduction to UX & service design, high-level process & some methodologies and inspiration.
This deck was created for the workshop on UCD for the built environment.

Published in: Design, Technology, Business
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  • Brilliant! Thanks for that. I love p6 with the different methods. I bet the 5 whys can be a bit tedious as we end up with underlying values and motivations. Though it might help people to reflect upon what they actually believe. Great examples. What about conclusions? :)
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Ux & Service design intro

  1. 1. UX & service design Claudia Ehmke Delivering innovation through service design Wednesday, 20 November 13
  2. 2. I’m in... Interaction Design Customer strategy Information Architecture Customer or Visitor experience Usability User-centred design Wednesday, 20 November 13 Service Design User research
  3. 3. Wednesday, 20 November 13
  4. 4. Wednesday, 20 November 13
  5. 5. Our process • Your point of view • Creative of the problem • Current & potential customer understanding • Market & competitors • Brand expression exploration • Customer journey/ experience mapping • Co-design workshops Wednesday, 20 November 13 • Create minimum viable products for user interaction • Gather & digest feedback • Changes based on feedback • Determine roadmap for subsequent phases • Launch support
  6. 6. Toolbox for insights phase Stakeholder maps – visual or physical representation of the various groups involved with a particular service. Service safaris – explore good and bad examples by “mystery shopping” and/or competitive/lateral benchmarking. Shadowing – researchers immersing themselves in the lives of customers. Customer journey maps – vivid but structured visualisation of all touchpoints the customer will interact with. Contextual interviews – talk to the customers and observer and probe the behaviour they are interested in. The five whys – a chain of questions to dig below the surface and uncover the motivations that are the root cause. Cultural probes – directed selfdocumentation packages used by the customers for a prolonged period of time. Mobile ethnography – undirected insights generated around how participants choose to structure their lives A day in the life – collates research material for a particular customer in order to create a descriptive walkthrough of their life. Expectation maps – understand what the customer expect when they interact with the service. Personas – fictional profile that represent a typical “character”. Wednesday, 20 November 13
  7. 7. Toolbox for Ideas & Prototype phase Idea generation – structured brainstorm sessions to inspire the organisation to improve or create new services. What if… – questions to prompt exploration of unrestricted concepts affected by changes in technology, societal or cultural level. Design scenarios – hypothetical stories, created with sufficient detail to meaningfully explore a particular aspect of a service offering. Storyboards – a series of drawings or pictures that visualise a particular sequence of events. Desktop walkthroughs –small scale 3-D model of a service environment acting out common scenarios. Service prototypes – simulation of service experience in forms of interactive mock-ups of common sequences. Service staging – physical acting out of scenarios by design team, staff and customers. Agile development – develop “beta” platform and create the first release of a particular service offering. Co-creation – collaborative sessions where beta services are evaluated and modified. Wednesday, 20 November 13
  8. 8. Toolbox for Test, Learn & Launch Storytelling – narrative describing the service in context, using key insights and ideas to tell compelling stories form a variety of perspectives. Service blueprints – detailed specification of each aspect of a service from a point of customer and behind-the-scene processes. Service roleplay – interactive training experiences that help staff contribute to the improvement of the service experience. Customer lifecycle maps – holistic visualisation of a customer’s overall relationship with the service provider. Business model canvas – tool to describe, analyse and design business models. and more depending on the client, the audience and the problem Wednesday, 20 November 13 ?
  9. 9. In a bit more detail... Wednesday, 20 November 13
  10. 10. Understanding the business model Wednesday, 20 November 13
  11. 11. Co-design for digital and architecture Wednesday, 20 November 13
  12. 12. User research & personas Wednesday, 20 November 13
  13. 13. Customer journey & Experience maps Wednesday, 20 November 13
  14. 14. Brand values & experience principles Wednesday, 20 November 13
  15. 15. Sketching & scamping Create mind sketch (new) knowledge representation Read Bill Buxton. Sketching User Experiences Wednesday, 20 November 13
  16. 16. Sketches & Scamps Wednesday, 20 November 13
  17. 17. Sitemap/Content map, wireframes & functional specification Wednesday, 20 November 13
  18. 18. Wednesday, 20 November 13
  19. 19. Wednesday, 20 November 13
  20. 20. Pattern libraries Wednesday, 20 November 13
  21. 21. Pattern libraries Wednesday, 20 November 13
  22. 22. Pattern libraries Wednesday, 20 November 13
  23. 23. Pattern libraries Wednesday, 20 November 13
  24. 24. Wednesday, 20 November 13
  25. 25. To get users engaged in our service Wednesday, 20 November 13
  26. 26. Behavioural psychology Some principles (just to whet your appetite) • Loss Aversion • Anchoring • Scarcity Value • Goal Dilution • Chunking • Social proof Wednesday, 20 November 13
  27. 27. #1 Loss aversion People have a tendency to ascribe a disproportionately higher value to an item they already have in their possession, compared to one they’re being offered. Even with reference to what they may have originally paid for it. Wednesday, 20 November 13
  28. 28. #2 Anchoring Tendency to rely too heavily, or “anchor”, on a past reference or on one trait or piece of information when making decisions. Wednesday, 20 November 13
  29. 29. #3 Scarcity value If we perceive something to be scarce it has greater value in our eyes. If it’s plentiful its perceived value falls. When valuing things, circumstantial factors tend to crowd out factors that point towards absolute value. Wednesday, 20 November 13
  30. 30. #4 Goal dilution When multiple goals are pursued, they are less effectively achieved than goals pursued individually. In general selling 3 things together typically works for the producer but not the customer. Wednesday, 20 November 13
  31. 31. #5 Chunking Parts are easier than wholes. The way a task is presented affects people’s willingness to take it on and complete it. Wednesday, 20 November 13
  32. 32. #6 Social proof The tendency of people to assume that the actions of others reflect correct behaviour for a given situation. Wednesday, 20 November 13
  33. 33. Thank you claudia@thisispaper.co.uk WWW.THISISPAPER.CO.UK @THIS_IS_PAPER Wednesday, 20 November 13

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