Service Design vs Experience Design: Chicken & Egg or Wild GoosePresentation Transcript
Service Design vs. Experience Design Chicken & Egg or Wild Goose Ben MelbourneUX Person
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
Service design for me… Forrest/Trees Upstream My journey
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
Which comes first?
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
Role of a UX in Service Design?
Service Design Tools Emerging standards:
Customer Experience Map
Story of the customer journey from their perspective
Service Blueprints http://www.adaptivepath.com/blog/2009/03/17/this-thursday-in-sf-service-design-panel-kicker-kickoff/
The Challenge Mountain to climb Pushing boulders up-hill Herding cats The Challenges…
Communicating the visionBring the organisation together under the one vision Song sheet Communicating the vision
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
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
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?
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?
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?
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?