Exploring Service Design<br />User Experience Beyond the Screen<br />Ariel van Spronsen<br />Refresh Bellingham<br />1/20/...
1<br />Context<br />
The new(ish) service economy<br />Services constitute about 70% of most industrialized nations’ GDP<br />In the US, privat...
Satisfaction is based on experiences<br />“Twenty years ago, when asked what people looked for when making purchases, the ...
No product is an island<br />Communities rule<br />The first stop for a purchase is often a review site<br />Authority and...
And yet…<br />“…the shift to a service economy has not necessarily heralded a service revolution. Many of our interactions...
6<br />What is Service Design?<br />
Services I love!!!11!!<br />Ikea<br />The Apple store<br />Paris Metro<br />Owning a Volkswagen<br />Zipcar<br />Picnik<br...
Services I ha… dislike<br />The DMV<br />Buying a car or house<br />Grocery lines<br />Laundromats<br />King County Metro<...
What’s the difference?<br />Services we love…<br />are consistent.<br />are easy to use.<br />match our mental models.<br ...
What are services?<br />“Activities or events that form a service product through an interaction between the customer, any...
Definitions of service design<br />Wikipedia:<br />“Service Design is the activity of planning and organizing people, infr...
Is it really new?<br />Yes and no.<br />Not new:<br />Design thinking<br />User-centered design<br />Management consulting...
What does service design address?<br />“People—all the people directly or indirectly involved in the service delivery, fro...
14<br />Service Design Concepts<br />
Touchpoints<br />Service experiences are a combination of tangibles and intangibles.<br />Service Design Concepts<br />Hug...
Touchpoints<br />Service design addresses the tangible parts of the service interface to help create the intangible value....
Systems<br />Sets of resources composed into interfaces make up a service system<br />Service Design Concepts<br />Hugh Du...
Journeys<br />The service is seen as a journey through touchpoints, over time and across channels.<br />Service Design Con...
Experience Cycle<br />The experience cycle is a framework for creating value out of a service journey<br />Service Design ...
20<br />Service Design Practice<br />
Process Engine Service Design<br />Service Design Process & Methods<br />Engine Service Design. Retrieved from http://www....
ProcessLive|Work<br />Service Design Process & Methods<br />LavransLøvlie, Live|Work. From a presentation by Shelley Evens...
ProcessEvenson|CMU<br />Service Design Process & Methods<br />Shelley Evenson, CMU. From a presentation by Shelley Evenson...
Process Common Themes<br />Discovery<br />Research user needs<br />Understand business requirements<br />Define context of...
Methods Discovery<br />Observational studies<br />Interviews<br />Artifact walk-throughs<br />Directed storytelling<br />E...
Methods Discovery<br />Observational studies<br />Interviews<br />Artifact walk-throughs<br />Directed storytelling<br />E...
Methods Define Requirements<br />Stakeholder map<br />Customer journeys<br />Touchpoint analysis<br />Persona creation<br ...
Methods Define Requirements<br />Stakeholder map<br />Customer journey (user flows)<br />Touchpoint analysis (task analysi...
Methods Strategy<br />Service framework<br />Service ecology<br />Relationship map<br />Territory map<br />Service Design ...
Methods Strategy<br />Service framework<br />Service ecology<br />Relationship map<br />Territory map<br />Service Design ...
Methods Create and Iterate<br />Co-design<br />Storyboarding<br />Service blueprint<br />Prototyping<br />User testing<br ...
Methods Create and Iterate<br />Co-design<br />Storyboarding<br />Service blueprint<br />Prototyping<br />User testing<br ...
33<br />User Experience Beyond the Screen<br />
Service Design in Europe<br />Many consultancies. A few of them:<br />Live|Work, UK<br />Engine, UK<br />Think Public, UK<...
DesignThinkers, Netherlands
31Volts, Netherlands
Transformator, Sweden
Palmu, Finland</li></li></ul><li>Service Design in the US<br />Not too much going on here. A few premier consultancies are...
Why so little service design in the US?<br />We have lots of services; we are a service economy<br />People are just as fr...
You can do it…<br />User experience and interaction designers are a natural fit for service design<br />User-centered proc...
…with a little shift<br />A clue to the shift: Where methods don’t overlap:<br />Observational studies<br />Directed story...
Image sorts
Relationship map
Territory map
Co-design</li></ul>38<br />
The shift<br />User Experience Beyond the Screen<br /><ul><li>This is stuff American companies are oftenuncomfortable with:
Qualitative research
Touchy-feely activities like acting
Talking about relationships
Unicorns and rainbows</li></ul>39<br />
Upcoming SlideShare
Loading in...5
×

Exploring Service Design: User Experience Beyond the Screen

10,253

Published on

A look at service design: What is is, and how it related to user experience design. Presented at Refresh Bellingham January 2010 (and again at Infocamp 2010).

Subsections:
- Context
- What is Service Design?
- Service Design Concepts
- Service Design Practice
- User Experience Beyond the Screen
- Resources

Please note that the work contained in the slides on Concepts and Processes are a compilation of key concepts from the work of other thinkers in Service Design. The works have been attributed to their authors and are not my original work. All other slides are my thinking and work.

Published in: Business, Technology
3 Comments
99 Likes
Statistics
Notes
No Downloads
Views
Total Views
10,253
On Slideshare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
0
Comments
3
Likes
99
Embeds 0
No embeds

No notes for slide

Exploring Service Design: User Experience Beyond the Screen

  1. 1. Exploring Service Design<br />User Experience Beyond the Screen<br />Ariel van Spronsen<br />Refresh Bellingham<br />1/20/2010<br />
  2. 2. 1<br />Context<br />
  3. 3. The new(ish) service economy<br />Services constitute about 70% of most industrialized nations’ GDP<br />In the US, private sector alone accounts for nearly 70% of our GDP. Add public sector, and it’s closer to 80%<br />“Services produced by private industry accounted for 67.8 percent of U.S. gross domestic product in 2006.” –US Department of State<br />That’s a lot of dough.<br />Context<br />A Service Economy. Retrieved from http://www.america.gov/st/econ-english/2008/April/20080415222038eaifas0.9101831.html 1/18/2010<br />2<br />
  4. 4. Satisfaction is based on experiences<br />“Twenty years ago, when asked what people looked for when making purchases, the most common response was ‘quality of product’. In 2004 the most common answer was ‘honesty’.”<br />Selling a great product isn’t enough…<br />Service and support are a big deal (Comcast fail)<br />An great experience can seriously outshine an ugly interface (Zappos win)<br />You certainly can’t sell a crappy product and run.<br />Context<br />Parker, Sophia and Joe Heapy. Jouney to the Interface. Demos, July 2006.<br />http://www.zappos.com/. Retrieved 1/18/2010<br />3<br />
  5. 5. No product is an island<br />Communities rule<br />The first stop for a purchase is often a review site<br />Authority and credibility often rests with user communities<br />People identify with a product based on who else has it<br />Many products are only as good as they are extensible<br />Context<br />4<br />
  6. 6. And yet…<br />“…the shift to a service economy has not necessarily heralded a service revolution. Many of our interactions with organisations are characterised by profound frustration… Too often it feels like ‘producer interests’ or profit incentives matter more than how we feel.”<br />Enter service design.<br />Context<br />Parker, Sophia and Joe Heapy. Jouney to the Interface. Demos, July 2006.<br />5<br />
  7. 7. 6<br />What is Service Design?<br />
  8. 8. Services I love!!!11!!<br />Ikea<br />The Apple store<br />Paris Metro<br />Owning a Volkswagen<br />Zipcar<br />Picnik<br />What is Service Design?<br />7<br />
  9. 9. Services I ha… dislike<br />The DMV<br />Buying a car or house<br />Grocery lines<br />Laundromats<br />King County Metro<br />The post office<br />What is Service Design?<br />8<br />
  10. 10. What’s the difference?<br />Services we love…<br />are consistent.<br />are easy to use.<br />match our mental models.<br />provide us with the right information at the right time.<br />give us escape/undo options<br />appeal to our sense of what is desirable and delightful.<br />Sounds a lot like a well-designed website, right?<br />What is Service Design?<br />Wikipedia. Retrieved from http://en.wikipedia.org/wiki/Service_design 1/18/2010<br />Servicedesign.org. Retrieved from http://www.servicedesign.org/glossary/service_design/ 1/18/2010<br />9<br />
  11. 11. What are services?<br />“Activities or events that form a service product through an interaction between the customer, any mediating technology, and representatives of the service organization.<br />Performances—choreographed interactions manufactured at the point of delivery and designed to meet people’s expectations<br />Processes—that that people see and experience and where they co-produce value, utility, satisfaction, and delight.”<br />What is Service Design?<br />Shelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009.<br />10<br />
  12. 12. Definitions of service design<br />Wikipedia:<br />“Service Design is the activity of planning and organizing people, infrastructure, communication and material components of a service, in order to improve its quality, the interaction between service provider and customers and the customer's experience”<br />servicedesign.org<br />“Design for experiences that reach people through many different touch-points, and that happen over time.”<br />What is Service Design?<br />Wikipedia. Retrieved from http://en.wikipedia.org/wiki/Service_design 1/18/2010<br />Servicedesign.org. Retrieved from http://www.servicedesign.org/glossary/service_design/ 1/18/2010<br />11<br />
  13. 13. Is it really new?<br />Yes and no.<br />Not new:<br />Design thinking<br />User-centered design<br />Management consulting<br />Queue management design<br />Customer service training<br />Merchandising<br />New:<br />Addressing an overall experience problem with user-centered design thinking instead of business thinking<br />What is Service Design?<br />12<br />
  14. 14. What does service design address?<br />“People—all the people directly or indirectly involved in the service delivery, from employees, and partners to other customers<br />Product—artifacts that facilitate interaction between the customer, any mediating technology, and representatives of the service organization (often referred to as service evidence)<br />Place—the settings for the service delivery—either physical or virtual, synchronous or asynchronous<br />Process—procedure, mechanisms, and flow of activities by which the services are experienced over time<br />Performance—transformation and interaction among people and machines (associated with both the customers and the firm) to achieve synergy in value creation and perception of quality (after Lovelock and Wright)”<br />What is Service Design?<br />Shelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009.<br />13<br />
  15. 15. 14<br />Service Design Concepts<br />
  16. 16. Touchpoints<br />Service experiences are a combination of tangibles and intangibles.<br />Service Design Concepts<br />Hugh Dubberly. 10 Service Design Principles. From a presentation to AIGA | IDSA on 8/8/2008<br />15<br />
  17. 17. Touchpoints<br />Service design addresses the tangible parts of the service interface to help create the intangible value.<br />The tangible parts of a service interface are called touchpoints.<br />“We create resources that choreograph interactions—we design the service interface so that participants VALUE their experience.”<br />“Value is in the experience.”<br />Service Design Concepts<br />Shelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009.<br />Hugh Dubberly. 10 Service Design Principles. From a presentation to AIGA | IDSA on 8/8/2008<br />16<br />
  18. 18. Systems<br />Sets of resources composed into interfaces make up a service system<br />Service Design Concepts<br />Hugh Dubberly. 10 Service Design Principles. From a presentation to AIGA | IDSA on 8/8/2008<br />17<br />
  19. 19. Journeys<br />The service is seen as a journey through touchpoints, over time and across channels.<br />Service Design Concepts<br />Parker, Sophia and Joe Heapy. Jouney to the Interface. Demos, July 2006.<br />18<br />
  20. 20. Experience Cycle<br />The experience cycle is a framework for creating value out of a service journey<br />Service Design Concepts<br />Hugh Dubberly. 10 Service Design Principles. From a presentation to AIGA | IDSA on 8/8/2008<br />19<br />
  21. 21. 20<br />Service Design Practice<br />
  22. 22. Process Engine Service Design<br />Service Design Process & Methods<br />Engine Service Design. Retrieved from http://www.enginegroup.co.uk/service_design/v_page/our_process 1/18/2010<br />21<br />
  23. 23. ProcessLive|Work<br />Service Design Process & Methods<br />LavransLøvlie, Live|Work. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009.<br />22<br />
  24. 24. ProcessEvenson|CMU<br />Service Design Process & Methods<br />Shelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009.<br />23<br />
  25. 25. Process Common Themes<br />Discovery<br />Research user needs<br />Understand business requirements<br />Define context of use<br />Define Requirements<br />What are we solving for?<br />Strategy<br />How to solve the problem<br />Create and Iterate<br />Design<br />Prototype<br />Test<br />Repeat<br />Service Design Process & Methods<br />24<br />
  26. 26. Methods Discovery<br />Observational studies<br />Interviews<br />Artifact walk-throughs<br />Directed storytelling<br />Ethnographic research<br />Work-along<br />Service Design Process & Methods<br />25<br />Self-exploration<br />Service acting<br />Journals/diaries<br />Collaging and personal maps<br />Image sorts<br />
  27. 27. Methods Discovery<br />Observational studies<br />Interviews<br />Artifact walk-throughs<br />Directed storytelling<br />Ethnographic research<br />Work-along (contextual inquiry)<br />Service Design Process & Methods<br />26<br />Self-exploration<br />Service acting<br />Journals/diaries<br />Collaging and personal maps<br />Image sorts<br />
  28. 28. Methods Define Requirements<br />Stakeholder map<br />Customer journeys<br />Touchpoint analysis<br />Persona creation<br />Service specification<br />Service Design Process & Methods<br />27<br />
  29. 29. Methods Define Requirements<br />Stakeholder map<br />Customer journey (user flows)<br />Touchpoint analysis (task analysis)<br />Persona creation<br />Service specification<br />Service Design Process & Methods<br />28<br />
  30. 30. Methods Strategy<br />Service framework<br />Service ecology<br />Relationship map<br />Territory map<br />Service Design Process & Methods<br />Shelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009.<br />29<br />Service framework<br />
  31. 31. Methods Strategy<br />Service framework<br />Service ecology<br />Relationship map<br />Territory map<br />Service Design Process & Methods<br />Shelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009.<br />30<br />Service framework<br />
  32. 32. Methods Create and Iterate<br />Co-design<br />Storyboarding<br />Service blueprint<br />Prototyping<br />User testing<br />Service Design Process & Methods<br />Jason Howell, Alankrita Prasad, Catarina Pereira, Steven Selzer, and Zhen Zen. CMU School of Design.<br />31<br />Service blueprint<br />
  33. 33. Methods Create and Iterate<br />Co-design<br />Storyboarding<br />Service blueprint<br />Prototyping<br />User testing<br />Service Design Process & Methods<br />Jason Howell, Alankrita Prasad, Catarina Pereira, Steven Selzer, and Zhen Zen. CMU School of Design.<br />32<br />Service blueprint<br />
  34. 34. 33<br />User Experience Beyond the Screen<br />
  35. 35. Service Design in Europe<br />Many consultancies. A few of them:<br />Live|Work, UK<br />Engine, UK<br />Think Public, UK<br />Zest Innovation, UK<br />Radarstation, UK<br />Their clients<br />Public sector/environment<br />Think tanks<br />A fairly low percentage of commercial<br />User Experience Beyond the Screen<br />34<br /><ul><li>Plot, UK
  36. 36. DesignThinkers, Netherlands
  37. 37. 31Volts, Netherlands
  38. 38. Transformator, Sweden
  39. 39. Palmu, Finland</li></li></ul><li>Service Design in the US<br />Not too much going on here. A few premier consultancies are offering service design.<br />IDEO<br />Adaptive Path<br />Continuum<br />One agency dedicated to service design<br />Frontier <br />Their clients<br />Almost 100% commercial<br />Big companies who can afford it<br />Very few public sector engagements<br />User Experience Beyond the Screen<br />35<br />
  40. 40. Why so little service design in the US?<br />We have lots of services; we are a service economy<br />People are just as frustrated with poor service here<br />The value of better user experiences is clearly proven in ecommerce<br />The decentralization of authority and primacy of social media to influence customers is on fire with attention from marketers<br />Big players like Apple and IKEA have proven that well-designed overall experiences put them in front<br />User Experience Beyond the Screen<br />36<br />
  41. 41. You can do it…<br />User experience and interaction designers are a natural fit for service design<br />User-centered process<br />Overlapping methods<br />Design thinking<br />User Experience Beyond the Screen<br />37<br />
  42. 42. …with a little shift<br />A clue to the shift: Where methods don’t overlap:<br />Observational studies<br />Directed storytelling<br />Ethnographic research<br />Self-exploration<br />Service acting<br />User Experience Beyond the Screen<br /><ul><li>Collaging and personal maps
  43. 43. Image sorts
  44. 44. Relationship map
  45. 45. Territory map
  46. 46. Co-design</li></ul>38<br />
  47. 47. The shift<br />User Experience Beyond the Screen<br /><ul><li>This is stuff American companies are oftenuncomfortable with:
  48. 48. Qualitative research
  49. 49. Touchy-feely activities like acting
  50. 50. Talking about relationships
  51. 51. Unicorns and rainbows</li></ul>39<br />
  52. 52. The shift<br />It’s seriously user-centered<br />User-centered philosophy: When you create great experiences, conversions – long term, loyal, multi-purchase conversions – will follow.<br />Business-centered philosophy: Figure out how to design this thing to make the most people convert without pissing them off.<br />“Many large organisations still seek to provide service for the lowest cost and maximum profit. This, we argue, eats away at the fundamental purpose of service: to provide support and to help people live their lives to their full potential.”<br />In the US, we have yet to really embrace this more “socialist” view of designing things<br />User Experience Beyond the Screen<br />Parker, Sophia and Joe Heapy. Jouney to the Interface. Demos, July 2006.<br />40<br />
  53. 53. We’re starting to catch on<br />Jet Blue’s new JFK terminal isn’t perfect, but it’s a big leap forward.<br />Clear signage<br />Physical and textual wayfinding signals<br />Free wifi<br />Queue management<br />Self-service kiosks<br />Yummy food<br />Bright, comfortable spaces<br />Outlets galore<br />A mix of social space and space to rest<br />User Experience Beyond the Screen<br />Parker, Sophia and Joe Heapy. Jouney to the Interface. Demos, July 2006.<br />41<br />
  54. 54. User Experience Beyond the Screen<br />42<br />http://www.flickr.com/photos/jetblue/2963861483<br />
  55. 55. User Experience Beyond the Screen<br />43<br />http://www.flickr.com/photos/jetblue/2963481597 <br />
  56. 56. User Experience Beyond the Screen<br />44<br />http://www.flickr.com/photos/jetblue/2963861483<br />
  57. 57. User Experience Beyond the Screen<br />45<br />http://www.flickr.com/photos/jetblue/2963894475 <br />
  58. 58. User Experience Beyond the Screen<br />46<br />http://www.flickr.com/photos/jetblue/2965157260<br />http://www.flickr.com/photos/jetblue/2963400403<br />
  59. 59. A call to arms: Think outside the screen<br />I want to see more of this.<br />Experience designers in government<br />Consulting for the public sector<br />Broaden user experience design in the private sector<br />If you design websites or software now, advocate for using your talents to improve contiguous service touchpoints<br />Speak to budget: Your research is already uncovering user context and motivations, why not use it?<br />Become the strategic lead: Coordinate your efforts with other producers/agencies (print, branding, interior design, merchandisers, etc.)<br />User Experience Beyond the Screen<br />47<br />
  60. 60. Thank you<br />Ariel van Spronsen<br />www.arielv.net<br />arielv@gmail.com<br />48<br />
  61. 61. 49<br />Resources<br />
  62. 62. Websites!<br />Definitions<br />http://www.designcouncil.org.uk/About-Design/Design-Disciplines/Service-design-by-Bill-Hollins<br />http://www.service-design-network.org/content/definition-service-design<br />Methods/tools<br />http://www.servicedesigntools.org/<br />Principles of Service Design<br />http://www.scribd.com/doc/18541440/10-Principles-of-Service-Design-Dubberly<br />Blogs<br />http://www.choosenick.com/<br />http://www.servicedesignhub.com.au<br />http://designforservice.wordpress.com<br />Case studies<br />http://www.enginegroup.co.uk/projects/<br />http://www.livework.co.uk/our-work/<br />Resources<br />50<br />

×