Beyond the touch points

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  • 1. Beyond the touch points The convergence of service and experience design UX Conference - Lugano 3/12/2009 Gianluca Brugnoli Ph.D. Dipartimento INDACO
  • 2. The connections between the parts make the difference
  • 3. What is a service? What is an experience? Are they different?
  • 4. Service? Experience?
  • 5. Service Experience A “solution” delivered The quality of the by a system made of user interaction with multiple touch points a product or a and resources. service.
  • 6. Experience Service What it is The quality of the user interaction A “solution” delivered by a system with a product or a service. made of multiple touch points and actors. Key design goals Produce consistent, desirable or Improve the quality of the required effects for the users of a interaction between the customers product or a service. and the suppliers of the service. Make the “solution” better, in order to fulfill various business or social goals. What has to be The system which enables the The infrastructure which delivers designed user experience. the service: the front-office. Mainly digital. Mainly real. Key design approach User centered design. Customer centered design.
  • 7. Focus on: 1. End users / customers / stakeholders of the system 2. Touch points of the system 3. The solution / result delivered or created by the system
  • 8. The front stage Touch points The stage of the user experience
  • 9. The back stage Processes and organization The process organization and features which deliver the service
  • 10. Fast food?
  • 11. Restaurant? Slow food restaurant
  • 12. Customer journeys comparison Restaurant enter find a order enjoy pay exit table food food loop The restaurant script – adaptation from Schank, Abelson (1977)
  • 13. Customer journeys comparison Restaurant enter find a order enjoy pay exit table food food loop Fast food enter order pay find a enjoy exit food table food loop The restaurant script – adaptation from Schank, Abelson (1977)
  • 14. Customer journeys comparison Restaurant enter find a order enjoy pay exit table food food loop Fast food enter order pay find a enjoy exit food table food loop The restaurant script – adaptation from Schank, Abelson (1977)
  • 15. Beyond the touch points Services and experiences are mainly processes They are actions networks based on a system made up of many different touch points, which flows through time and space following the user’s activities, intentions and goals.
  • 16. The design tools are the same
  • 17. Experience and service converge on systems Experience Service Quality of User Service solution interaction centered delivery Mainly digital design Mainly real design levels System architecture processes and organization System touch points System touch points System touch points
  • 18. Beyond the touch points The touch points are important as well is important how they are connected within the interaction system. Who defines this connections? In the digital world the connections are created by the user.
  • 19. Designing the platform for the user experience Many entry points are possible In the system there are many entry points where the user can initiate the interaction, following context, situation and other needs and goals. There is no one best way Interaction and task flow doesn’t always follow one single optimal process, but is the combination of various partial and occasional actions accomplished by the user with different tools in different context. Design for connections In the system scenario, design is mainly focused on finding the connections with the whole network, than in creating closed and self- sufficient systems, tools and services. Connections are social and cultural assets, other than technical.