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Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
Service Design vs Experience Design: Chicken & Egg or Wild Goose
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Service Design vs Experience Design: Chicken & Egg or Wild Goose

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  • My journey upstream:Usability problems/pain points = more than page elementsFixing these problems required moving upstream in the project life-cycle when these decisions were made. Strategy level thinking, requires more than just IxD.This led to thinking about the overall service
  • To create a successful experience you have to consider the whole eco-system surrounding the product.
  • Innovate ways of thinking about service business models versus the traditional product ownership.
  • Is the experience the result of the service provided?Or the service the result of the individual experiences that make it up?Where do UX/IxDA fit in?
  • You can design a service which creates an experience.
  • Composer – Creating and writing the vision of what it should be Conductor – Co-coordinating the parts of the service and adding small flourishesDirector – Taking an script plus actors, and turning it in to a real storyVillage Crier - just responsible for representing users and pointing out the problems
  • Customer experience map:Breadth of info includedCustomer journey with layers of supporting information
  • Customer experience map:Journey with supporting mental models
  • Customer experience map:Journey told in a game like visual design
  • Customer experience map:Long and complicated docs
  • Service Blueprint:Layer cakesSwim lanesMapping levels of information
  • Service Blueprint:My own example6 A3 pages long
  • The challenges of Service Design
  • Bring the organisation together under the one visionCreating the visionDocumenting and sharing it
  • Changes to the business, not just the IxD and front end.Change management and consulting, not IxDOrchestrating the difference parts of the organisation? Symphony, not just a cacophony Designing for the implementation of a service?How does an UX/IxD get to play in the area of change management?
  • Long-term and ongoing activity.Changes take timeAs a consultant how do you stay involved for long haul?Internally, how do you have the patience and maintain the enthusiasm over time?Being able to design a service and and then follow through with the implementation.
  • Are we ready to tackle the bigger picture?Are we established enough as a profession?Is it leading us down the wrong path?Should we just focus on what we’re good at – IxD?
  • Are we qualified as UX/IxDs?Do we have the tools? Both visioning and implementation?Not just steps 1-2-3, but steps 4-10?
  • As user advocates are we responsible for following up on these issues?Is our role just to create the vision?Where does our responsibility end?
  • Do we deserve a seat at the big table?How do we get invite?Can we do more than just pointing out problems?Where does “Design Thinking” fit in? Is it our ticket?
  • Transcript

    • 1. Service Design vs. Experience Design
      Chicken & Egg or Wild Goose
      Ben MelbourneUX Person
    • 2. Experience DesignExperience design (XD) is the practice of designing products, processes, services, events, and environments with a focus placed on the quality of the user experience and culturally relevant solutions, with less emphasis placed on increasing and improving functionality of the design.
      http://en.wikipedia.org/wiki/Experience_design
      ServiceThe range of touchpoints a human interacts with, over time, in order to achieve their goal/fulfill their need.
      http://desonance.wordpress.com/2010/01/28/what-is-a-service-pt-1-2/
      Service DesignThe 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.
      http://en.wikipedia.org/wiki/Service_design
    • 3. Service design for me…
      Forrest/Trees
      Upstream
      My journey
    • 4. The traditional distinctions between products and services are beginning to blur.Traditionally, a product was physical and discrete, somewhat tangible, something obviously demarcated in space and time. The designer's brief rarely encompassed more than the form of an object, and there's a well defined usage. 
      But with Web 2.0  and  ubiquitous networking and the open standards it gives rise to, all is changing  fast: no longer can the designer of any product assume that it will stand on its own, autonomous and serenely uninvolved with the others. A product has become a node connecting to other both from a data and social perspectives.
      Idris Mootee
      Business Strategist & Innovation Specialist
      Idea Couture
      http://mootee.typepad.com/innovation_playground/2008/03/service-design.html
    • 5.
    • 6. Which comes first?
    • 7. You can design a service but you cannot design an experience. Service designers can only stage or create favorable conditions for great customer experiences to happen. 
      If the customer contributes to the “experience”, how do we co-create these experiences with them?  Stop using the word “service designer”, call them “experience architect” or “experiences co-creator”.
      Idris Mootee
      Business Strategist & Innovation Specialist
      Idea Couture
      http://mootee.typepad.com/innovation_playground/2008/03/service-design.html
    • 8. Role of a UX in Service Design?
    • 9. Service Design Tools
      Emerging standards:
      • Customer Experience Map
      • 10. Service Blueprint
      Common elements:
      • Story of the customer journey from their perspective
      • 11. End-end lifecycle
      • 12. Phases of the lifecycle
      • 13. Actors involved
      • 14. Over time
      • 15. Across all touchpoints
      • 16. Mapping to internal processes, systems and tools
      http://desonance.wordpress.com/2010/06/16/customer-experience-mapping/http://desonance.wordpress.com/2010/06/16/service-blueprinting/
    • 17. Customer experience maps
      http://desonance.wordpress.com/2010/06/27/customer-experience-map-example-high-res/
    • 18. http://www.littlespringsdesign.com/blog/2010/Mar/improving-the-starbucks-experience/
    • 19. http://www.lebowco.com/product_services/shared_values.asp
    • 20. http://www.affectivedesign.org/archives/948
    • 21. Service Blueprints
      http://www.adaptivepath.com/blog/2009/03/17/this-thursday-in-sf-service-design-panel-kicker-kickoff/
    • 22.
    • 23. The Challenge
      Mountain to climb
      Pushing boulders up-hill
      Herding cats
      The Challenges…
    • 24. Communicating the visionBring the organisation together under the one vision
      Song sheet
      Communicating the vision
    • 25. Change managementDesigning a service requires changes to the business, not just the IxD and front end.
      How do you design for the implementation of a service?
      Orchestrating the difference parts of the organisation to create he desired service?
      Is it more about change management and consulting that IxD
      How does an UX/IxD get to play in the area of change management?
      Orchestra?
      Herding cats
      Change management
    • 26. TimeService design is a long-term and ongoing activity.
      Changes take time
      As a consultant how do you stay involved for long haul?
      Internally, how do you have the patience and maintain the enthusiasm over time?
      Being able to design a service and and then follow through with the implementation.
      Tanker change directions
      Time
    • 27. Are we ready for this?Are we ready to tackle the bigger picture?
      Are we established enough as a profession?
      Should we just focus on what we’re good at – IxD?
      Starters gun
      Wild goose
      Are we ready?
    • 28. Are we capable of this?Are we qualified as UX/IxDs?
      Do our tools provides steps of how to implement a service? Not just steps 1-2-3, but steps 4-10?
      Are we capable?
    • 29. Is it our responsibility?As user advocates are we responsible for following up on these issues?
      Is our role just to create the vision?
      Where does our responsibility end? Letting the birds leave the nest and fly?
      Are we responsible?
    • 30. Do we deserve a seat at the big table?How do we get invited to the big table?
      Can we do more than just pointing out problems?
      Where does “Design Thinking” fit in? Is it our ticket?
      Our ticket?
    • 31. Recommended reading
      www.amazon.com/Subject-Change-Creating-Products-Uncertain/dp/0596516835
    • 32. Thank you

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