Beyond digital 
UX to service design 
Iain Barker (@iain_barker) 
Principal, Meld Studios
2 
Applying yourself to the… 
…conscious, joined up and 
human-centred design of 
things of an organisational 
scale, cons...
1993 ’94 ’95 ’96 ’97 ’98 ’99 2000 ’01 ’02 ’03 ’04 ’05 ’06 ’07 ’08 ’09 ’10 ’11 ’12 ’13 2014 
Beyond digital 
Digital 
My st...
1.What is “beyond digital”? 
2.Why a design approach? 
3.Common challenges 
Structure. 
4
!UX = Digital 
(it doesn’t have to be this way) 
5
6 
And what’s wrong with that? 
We are unnecessarily 
limiting the potential 
impact we can have if we 
constrain ourselve...
7 
Project 1: 
Help us improve the 
lives of people in their 
70s, 80s & 90s.
8 
Project 2: 
Help us redesign the 
criminal justice system
9 
Project 3: 
Help us create new 
service models at the 
library
How we work… 
• Contextual research 
• Analysis and synthesis 
• Identify insights and opportunities 
• Multi-disciplinary...
Different challenges 
• Unfamiliar domains 
• Designing things we’ve never designed before 
• Very senior stakeholders 
• ...
touchpoints 
Key moments in the interaction 
between organisation and customer 
external 
experiences 
What the customer t...
13 
touchpoints 
Key moments in the interaction 
between organisation and customer 
external 
experiences 
What the custom...
14 
touchpoints 
Key moments in the interaction 
between organisation and customer 
external 
experiences 
What the custom...
15 
touchpoints 
Key moments in the interaction 
between organisation and customer 
external 
experiences 
What the custom...
16 
touchpoints 
Key moments in the interaction 
between organisation and customer 
external 
experiences 
What the custom...
Organisations are often the problem. 
Most organisations struggle 
when it comes to 
consciously designing 
joined-up serv...
18 
“Services created in silos are experienced in bits” 
Executive 
Silos, 
business 
units, 
channels, etc 
Designed 
exp...
19 
We break the connection 
between an idea and an 
owner – thus removing ego
20 
We help organisations 
understand and 
communicate things of 
complexity before they are 
built
21
22
23 
Comprehensive 
vision 
Prototypes and 
detailed design 
briefs 
Common outputs. 
Roadmap
24 
Understanding design 
process and underlying 
intent, not mastery of 
specific activities 
Challenge 1:
25 
Deep trust in the value and 
legitimacy of a design 
approach 
Challenge 2:
26 
Challenge 3: 
Designing outside of 
rectangles
27 
Challenge 4: 
Having the endurance, 
tenacity & robustness 
to work at scale
Thank you 
Iain Barker 
Principal, Meld Studios 
@iain_barker 
iain@meldstudios.com.au
29 
Join us for a chat. First Friday of every month 
From 4pm 
Friday 5th September 
3/93 Bathurst St
Thank you 
Iain Barker 
Principal, Meld Studios 
@iain_barker 
iain@meldstudios.com.au
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Beyond digital: UX to service design

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Presentation given at UX Australia 2014 in Sydney by Iain Barker, Meld Studios.

AUDIO of the talk is available here: http://uxaustralia.com.au/uxaustralia-2014/beyond-digital-presentation

Description:
Organisations are turning to people with design sensibilities to inform and lead significant changes within their businesses. UX practitioners have the necessary design sensibilities, but few are applying themselves to these new challenges.

Iain Barker is co-founder and principal at Meld Studios. He spent 13 years working in the design of digital things before spending the last 7 years applying his skills to non-digital design challenges.

In this presentation he shares his experiences, describes the challenges and opportunities, and provides guidance to help you get started on a similar journey.

More details available over at the UX Australia site.

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  • This is absolutely inspiring Iain. Love your work.
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Beyond digital: UX to service design

  1. 1. Beyond digital UX to service design Iain Barker (@iain_barker) Principal, Meld Studios
  2. 2. 2 Applying yourself to the… …conscious, joined up and human-centred design of things of an organisational scale, consequence or complexity.
  3. 3. 1993 ’94 ’95 ’96 ’97 ’98 ’99 2000 ’01 ’02 ’03 ’04 ’05 ’06 ’07 ’08 ’09 ’10 ’11 ’12 ’13 2014 Beyond digital Digital My story. 3
  4. 4. 1.What is “beyond digital”? 2.Why a design approach? 3.Common challenges Structure. 4
  5. 5. !UX = Digital (it doesn’t have to be this way) 5
  6. 6. 6 And what’s wrong with that? We are unnecessarily limiting the potential impact we can have if we constrain ourselves to just digital channels
  7. 7. 7 Project 1: Help us improve the lives of people in their 70s, 80s & 90s.
  8. 8. 8 Project 2: Help us redesign the criminal justice system
  9. 9. 9 Project 3: Help us create new service models at the library
  10. 10. How we work… • Contextual research • Analysis and synthesis • Identify insights and opportunities • Multi-disciplinary teams • Open to change • Iteratively prototype, test and refine ideas • Articulate a vision • … 10
  11. 11. Different challenges • Unfamiliar domains • Designing things we’ve never designed before • Very senior stakeholders • Highly ambiguous briefs • Collaborative voyages of discovery • Outputs are very different • It is not just about users • … 11
  12. 12. touchpoints Key moments in the interaction between organisation and customer external experiences What the customer takes away from the interaction(s) interactions How and where the organisation and the customer meet internal systems Technology and infrastructure that a company relies upon to operate channels Medium with which the organisation communicates with their customers process Ways of working. The policies that guide how the business is run 12
  13. 13. 13 touchpoints Key moments in the interaction between organisation and customer external experiences What the customer takes away from the interaction(s) interactions How and where the organisation and the customer meet internal systems Technology and infrastructure that a company relies upon to operate channels Medium with which the organisation communicates with their customers process Ways of working. The policies that guide how the business is run
  14. 14. 14 touchpoints Key moments in the interaction between organisation and customer external experiences What the customer takes away from the interaction(s) interactions How and where the organisation and the customer meet internal systems Technology and infrastructure that a company relies upon to operate channels Medium with which the organisation communicates with their customers process Ways of working. The policies that guide how the business is run
  15. 15. 15 touchpoints Key moments in the interaction between organisation and customer external experiences What the customer takes away from the interaction(s) interactions How and where the organisation and the customer meet internal systems Technology and infrastructure that a company relies upon to operate channels Medium with which the organisation communicates with their customers process Ways of working. The policies that guide how the business is run
  16. 16. 16 touchpoints Key moments in the interaction between organisation and customer external experiences What the customer takes away from the interaction(s) interactions How and where the organisation and the customer meet internal systems Technology and infrastructure that a company relies upon to operate channels Medium with which the organisation communicates with their customers process Ways of working. The policies that guide how the business is run
  17. 17. Organisations are often the problem. Most organisations struggle when it comes to consciously designing joined-up services of scale
  18. 18. 18 “Services created in silos are experienced in bits” Executive Silos, business units, channels, etc Designed experiences
  19. 19. 19 We break the connection between an idea and an owner – thus removing ego
  20. 20. 20 We help organisations understand and communicate things of complexity before they are built
  21. 21. 21
  22. 22. 22
  23. 23. 23 Comprehensive vision Prototypes and detailed design briefs Common outputs. Roadmap
  24. 24. 24 Understanding design process and underlying intent, not mastery of specific activities Challenge 1:
  25. 25. 25 Deep trust in the value and legitimacy of a design approach Challenge 2:
  26. 26. 26 Challenge 3: Designing outside of rectangles
  27. 27. 27 Challenge 4: Having the endurance, tenacity & robustness to work at scale
  28. 28. Thank you Iain Barker Principal, Meld Studios @iain_barker iain@meldstudios.com.au
  29. 29. 29 Join us for a chat. First Friday of every month From 4pm Friday 5th September 3/93 Bathurst St
  30. 30. Thank you Iain Barker Principal, Meld Studios @iain_barker iain@meldstudios.com.au
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