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

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
Service Blueprint
Common elements:
Story of the customer journey from their perspective
End-end lifecycle
Phases of the lifecycle
Actors involved
Over time
Across all touchpoints
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/

Customer experience maps
http://desonance.wordpress.com/2010/06/27/customer-experience-map-example-high-res/

http://www.littlespringsdesign.com/blog/2010/Mar/improving-the-starbucks-experience/

http://www.lebowco.com/product_services/shared_values.asp

http://www.affectivedesign.org/archives/948

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?

Recommended reading
www.amazon.com/Subject-Change-Creating-Products-Uncertain/dp/0596516835

Thank you

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

by benmelb on Sep 19, 2010

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Service Design vs Experience Design: Chicken & Egg or Wild Goose — Presentation Transcript