User experience design,
User experience design
service design & design thinking
by Sylvain Cottong, www.integratedplace.com
SA UX Forum, Faculty of Design, University of Johannesburg, August 18th, 2009
http://groups.google.com/group/sa‐ux‐forum/browse_thread/thread/ba87ca0252c48a7d

User experience design (UX)
User experience design (UX)

What is user experience design?
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User Experience (abbreviated: UX) is the quality of experience
User Experience (abbreviated: UX) is the quality of experience
a person has when interacting with a specific design. This can
range from a specific artifact, such as a cup, toy or website,
up to larger, integrated experiences such as a museum or an
up to larger integrated experiences such as a museum or an
airport.
Source: http://www.uxnet.org/
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It most commonly refers to the result of a planned integration
of software design, business, and psychology concerns.
In the web world, user experience is sometimes conflated with
usability, information architecture (IA), and user interface (UI)
design, all of which are components of it.
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Source: http://en.wikipedia.org/wiki/User_experience_design

What is user experience design?
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Jesse James Garret’s famous representation of UX for the Web:

What is user experience design?
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Peter Morville’s honeycombs:
Information architecture:
‐ The combination of organisation,
labeling, and navigation schemes within
an information system.
‐ The structural design of an information
space to facilitate task completion and
intuitive access to content.
Sources:
http://semanticstudios.com/publications/sem
antics/000010.php
http://semanticstudios.com/publications/sem
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antics/000029.php

What is user experience design?
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Peter Morville’s honeycombs:

What is user experience design?
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UX design is a Human‐Centered Design process
An International Standard
ISO 13407: The Human‐centered design process defines a general process for
including human‐centered activities throughout a development life‐cycle, but
including human‐centered activities throughout a development life‐cycle but
does not specify exact methods.

What is user experience design?
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UX design is a Human‐Centered Design process
Specify the context of use
Identify the people who will use the product, what they will
use it for, and under what conditions they will use it.
use it for and under what conditions they will use it
Specify requirements
Identify any business requirements or user goals that must be
met for the product to be successful.
met for the product to be successful
Create design solutions
This part of the process may be done in stages, building from a
rough concept to a complete design.
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Evaluate designs
The most important part of this process is that evaluation ‐
ideally through usability testing with actual users ‐ is as
integral as quality testing is to good software development.

What is user experience design?
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UX design is a Human‐Centered Design process

UX design process
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Many similar ways of representing the UX design process.

UX design process

UX design process

UX design process

UX design process

UX design process

Typical UX tools & deliverables: Personas
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Typical UX tools & deliverables:
Mental models

Typical UX tools & deliverables: Wireframes
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Typical UX tools & deliverables: Wireframes

Typical UX tools & deliverables: Concept map
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Typical UX tools & deliverables: Card sorting
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Typical UX tools & deliverables:
Content Inventory

Typical UX tools & deliverables:
User & task flow charts

Typical UX tools & deliverables: Sitemap
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Typical UX tools & deliverables: User tests
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Typical UX tools & deliverables
There are many other UX tools & methods. You have to decide in the context
of each project which ones to use.
of each project which ones to use.
http://project.cmd.hro.nl/cmi/hci/toolkit/ http://nform.ca/tradingcards/
http://clearlyitworks.pbworks.com/UX+and+IA+Resources

Key benefits of UX?
Benefits to Businesses in Enterprise Applications
Benefits to Businesses in Enterprise Applications
Manages the risk the workers won't be able to use the application,
or won't want to use it
Ensures that vital features are not left out
Reduces costly development of features that users don't want or
don't need
Reduces training and support costs

Key benefits of UX?
Benefits to Businesses in Customer‐Facing
Applications
Enables ease‐of‐use, resulting in higher conversion rates and
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greater cross‐selling and up‐selling opportunities
Reduces support & service costs, generates greater customer
satisfaction & loyalty and improved perception of the brand
Improves customers' tolerance of business goals that conflict with
their personal goals
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Reduced overall project costs and timescales
And thus generates increased revenues

Service design

What is Service design ?
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Today, services represent between 60% & 70 % of GDP of
most industrialised nations
most industrialised nations
Whereas design methods have always been applied to
products, services have long been considered as a necessary
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extension to products without paying them the same
attention than products themselves
Most products today are combined with services, thus it is
the overall experience that counts and that is judged by
customers
The emerging field of service design combines design
methods from product design & interaction design for
designing the experience of and the interface to services. A lot
designing the experience of and the interface to services A lot
of educated interaction designers work in service design.

What is Service design ?
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Service design is most developed in northern Europe (Scandinavia,
The Netherlands and Great Britain and to a lesser extent in the US.)
)
Source: http://howardesign.com/exp/service/worldwide/

What is Service design ?
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Service design is about making what you do more useful,
usable &desirable for your users, and more efficient, effective
& valuable for you ‐ everyone loves a great experience.
Do you remember the
UX design honeycomb ?

What is Service design ?
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Service design is a human‐centered approach that focuses on
customer experience and the quality of service encountered
as the key value for success.
Do you remember the
human‐centered design
process ?

Service design: Key concepts
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Service touch points are the tangibles, for example:
spaces, objects, people or interactions that make
the total experience of using a service, i.e.:
Advertising
Web, mobile phone & PC interfaces
Physical environments (shops, reception areas,
transport environments, hospitals, etc.)
Customer facing staff (Call centers, customer
representatives, receptionists, etc.)
Communication & mailings, etc.

Service design: Key concepts
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Systems
Services are provided and experienced through systems
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and relationships.
Value
Different services create and measure value in different
ways, but most services try to provide the best value for
both users and producers.
Journeysy
All services are experienced over time. People also take
different journeys to, through, and from a service.
People
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Services always involve people and rely on both the user
and the producer working together.
Propositions
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Services are generally packaged as a ‘proposition’ for users
to buy into.

Service design: Tools & Methods
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Ethnography, user studies & personas
Identifying, discovering and understanding the service context and the users.

Service design: Tools & Methods
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Customer journey map
Illustrates how the customer perceives and experiences the service
interface along the time axis.

Service design: Tools & Methods
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Service blueprinting
Allows for a quantitative description of critical service
elements,
elements
such as time, logical sequences of actions and processes,
also specifying both actions and events that happen in the
time and place of the interaction (front stage)
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and actions and events that are out of the line of visibility
for users, but are fundamental for the delivery of the
for users but are fundamental for the delivery of the
service (backstage).

Service design: Tools & Methods
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Ideation, context mapping & participatory design
Reveals users’ conscious and latent needs,
experiences, hopes and expectations. Users
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participate in a workshop facilitated by a tutor.

Service design: Tools & Methods
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Service prototyping: Scenarios, storytelling, storyboards, real
world experience simulation
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Service design: Tools & Methods
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Service prototyping: Scenarios, storytelling, storyboards, real world
experience simulation
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Techniques from movie‐making and the performing arts are thus very
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useful for service prototyping.

Service design: Key benefits
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Do you remember the key benefits from UX design?
Do you remember the key benefits from UX design?
Enables ease‐of‐use, resulting in higher conversion rates and
greater cross‐selling and up‐selling opportunities
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Reduces support costs, greater customer satisfaction &
loyalty, and improved perception of the brand
Improves customers tolerance of business goals that
Improves customers' tolerance of business goals that
conflict with their personal goals

Service design: Key benefits
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And more specifically:
And more specifically:
Everyone, like it or not, is a service provider
The inclusion of good customer service is becoming a key
differentiator for any type of organisation, be it product or
service‐based. In our new economy and social system it is the
i b d I d i l t it i th
whole experience, before, during or after the actual selling
that really counts.
Customers are willing to pay a premium for products and
services that help make their lives easier, more enjoyable and
services that help make their lives easier, more enjoyable and
exciting.

Service design: Key benefits
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And more specifically:
And more specifically:
Innovating, redesigning and managing services represent a
competitive advantage for modern businesses and public sector
competitive advantage for modern businesses and public sector
organisations.
Helps meeting customers’ rising expectations of choice and
H l ti t ’ ii t ti f h i d
quality
Helps make use of the technologies’ revolution, that multiplies
the possibilities for creating, delivering and consuming services
Helps answering the pressing environmental, social and
economic challenges to sustainability

Service design: Case study
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Carnegie Library of Pittsburgh, a project by Maya design
A strategic design project :
interior redesign
interior redesign
wayfinding
web site
and the library catalog
and thus is a service design project as it
dealt with several touch points and the
customer journey, but with a strong
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focus on information architecture.
http://www.maya.com/portfolio/carnegie‐library
MAYA Design, Inc. / SouthSide Works, Building 2, Suite 300 2730 Sidney Street /
Pittsburgh, PA 15203 /+1 412‐488‐2900

Service design: More resources on the Web
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About
http://www.designcouncil.org.uk/en/About‐Design/Design‐Disciplines/Service‐
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design‐by‐Bill‐Hollins/
http://www.howardesign.com/exp/service/
Case studies
Case studies
http://www.enginegroup.co.uk/projects/
Methods & tools
http://www.enginegroup.co.uk/service_design/methods/
http://servicedesign.wikispaces.com/
http://www.servicedesigntools.org/
http://www.servicedesign.org/
http //www servicedesign org/
Professional organization
http://www.service‐design‐network.org/
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and many blogs…..

Design thinking
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What is the meta‐trend & concept behind such practices as
UX design & service design?
d i & i d i ?
Design thinking, a way for solving all kinds of problems
using design tools & methodologies.
using design tools & methodologies
Often also referred to as “design thinking in business”.
It’s about a methodology, but also about a mindset and
about a changing paradigm in management theory, moving
from the traditional top‐down and quantitative approach to
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a more bottom‐up, qualitative approach in innovation &
transformation processes.
It’s a new design discipline that builds on traditional design
skills to address social and economic issues.

Design thinking: Characteristics
Design thinking:
Good design creates products, services, spaces, interactions and
Good design creates products services spaces interactions and
experiences that not only satisfy a function or solve a problem, but that
are also desirable, aspirational, compelling and delightful.
These qualities can be used by organisations in both the public and private
sector which are seeking to transform the way in which they connect to
individuals. It’s a process that can be applied to almost any problem.
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Benefits:
placing the person – the ‘user’ – at the heart of a solution;
a means for experts to collaborate equally on complex issues;
a rapid, iterative process that can adapt to changing circumstances;
and a highly creative approach to problem‐solving that leads to practical
d hi hl i h bl l i h l d i l
& innovative everyday solutions.

Design thinking: Characteristics
Design thinking:
The main characteristic of creativity & design thinking is the ability of
The main characteristic of creativity & design thinking is the ability of
divergent thinking, bringing different approaches together to find new
solutions for complex and ill‐defined problems.
B‐school meets D‐school
(Or left‐brainers meet right‐brainers).
Design schools create the tools of transformation and graduate the
people to implement them.

Design thinking: Characteristics
Design thinking:
Design Thinking is a focus on synthesis rather than analysis
Design Thinking is a focus on synthesis rather than analysis
(“Multidisciplinarity” , “Get the big picture”)
Designers problem solve holistically, not in a linear fashion. While the
Designers problem‐solve holistically not in a linear fashion While the
scientific method for problem solving uses problem‐focused strategies
and analysis, designers use solution‐focused strategies and synthesis.
Good Design Thinking is the ability to see things not readily apparent to
others (and that's where market differentiation can occur).
It's the ability to see the 'edges' of something, to find shape and form in a
mass of stuff. It's the ability to see things differently – to see the implicit
and make it explicit.

Design thinking: Characteristics
Design thinking:
Design Thinking it is not a matter of saving money or "controlling" risks.
Design Thinking it is not a matter of saving money or "controlling" risks
It is about survival and being truly honest with customers.
A design driven approach to creating something new favors a qualitative
A design‐driven approach to creating something new favors a qualitative
approach over a data‐driven approach.
Rather than amassing mounds of data from customer and market
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research, you go out and observe people to understand their lives and
needs and how products could fit into them (Ethnography).
building empathy with customers.

Design thinking: Characteristics
Design thinking:
Design Thinking helps transform existing conditions into preferred ones, thus
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improving the future.
There are no judgements in design thinking.
This eliminates the fear of failure and encourages maximum input and
participation.
Wild ideas are welcome, since these often lead to the most creative solutions.
Everyone is a designer, and design thinking is a way to apply design
Everyone is a designer and design thinking is a way to apply design
methodologies to any of life's as well as public & business organisation's
situations.
(‐> Service design, social design, process design, decision‐making design,
business model design, product design, web design, etc.)

Design thinking: Process
Design thinking:
EXPLORATORY MINDSET
Decision mindset: "I am going to identify all the alternatives, weigh their
ii i d " i id if ll h l i i h h i
consequences, and choose one.“
Design mindset: "Many of the alternatives are yet to be discovered, and the true
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consequences of choosing any of them are difficult to be sure of; let's iteratively
explore the possibilities together, discovering new ones and choosing as best we
can at each step.“
DESIGN PROCESS
Design thinking is built on confidence in The Design Process:
understand the context you are addressing ‐‐ the people, relevant activities and
environments ‐ the forces at work must necessarily shape any workable solution
try to conceive something that might serve the situation you've started to
understand
embody the potential solution in some form that lets you put it into the target
embody the potential solution in some form that lets you put it into the target
context and see how it works
this takes you back to the "understand" step, and around you go again.

Design thinking: Process
Design thinking:
Design thinking norms
Process
Observe & Ideate & Prototype Implement
Define Choose
Research Co‐create & test & learn
Characteristics of tools & methods
Think visually – Tell stories

Design thinking: Think visually & tell stories
Design thinking: Think visually & tell stories

Design thinkers: Skill sets
Design thinkers: Skill sets
Empathy
Integrative thinking
Optimism
O i i
Experimentalism
Collaboration
Source:
http://www.ideo.com/images/uploads/news/pdfs/IDEO_HBR_Design_Thinking.pdf
It’s about how to use product, communication, interaction and
spatial designers’ core skills to transform the ways in which the
public interacts with systems, services, organisations and policies.

Design thinkers: Skill sets
Design thinkers: Skill sets
Empathy
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Ability to imagine the world from multiple perspectives – those of
colleagues, clients, end users and customers
“People first” approach: imagine solutions that are inherently desirable
and meet explicit and latent needs.
Notice things instantly that others don’t see (Ethnography)

Design thinkers: Skill sets
Design thinkers: Skill sets
Integrative thinking
I t ti thi ki
Not only relying on analytical processes (that produce either/or choices)
But also seeing the salient – and sometimes contradictory – aspects of a
But also seeing the salient and sometimes contradictory aspects of a
confounding problem and creating novel solutions that go beyond and
dramatically improve on exiting alternatives.
Optimism
No matter how challenging the constraints of a given problem, at least
No matter how challenging the constraints of a given problem at least
one potential solution is better then the existing ones.

Design thinkers: Skill sets
Design thinkers: Skill sets
Experimentalism
E i t li
Significant innovations don’t come from incremental tweaks. Design
thinkers pose questions and explore constraints in creative ways that
progress in entirely new directions.
progress in entirely new directions
Collaboration
increasing complexity of products, services, and experiences
increasing complexity of products services and experiences
replaced the myth of the lone creative genius with the reality of the
enthusiastic multidisciplinary collaborator.
enthusiastic multidisciplinary collaborator
design thinkers don’t simply work alongside other disciplines; many of
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them have significant experience in more than one & are used to working g
in multidisciplinary teams.

Design thinking: Skill sets
Design thinking: Skill sets
"T‐shaped” people
They have a principal skill that describes the
vertical leg of the T ‐‐ they're mechanical
engineers or industrial designers. But they are so
empathetic that they can branch out into other
skills, such as anthropology, and do them as well.
They are able to explore insights from many
different perspectives and recognise patterns of
behavior that point to a universal human need.
behavior that point to a universal human need
Tim Brown, CEO of design consultancy IDEO in
http://www.fastcompany.com/magazine/95/design‐
strategy.html?page=0%2C0
t t ht l? 0%2C0

Design thinking: The design of business
Design thinking: The design of business
Roger Martin, the dean of the Rotman school of management, another leading
design thinker, says that traditional firms must become more like a design shop :
design thinker says that traditional firms must become more like a “design shop”:
Source: http://www.rotman.utoronto.ca/rogermartin

Design thinking: Summarising
Design thinking:
Design thinking is a new mindset & set of methods (inspired by traditional design
theory) for solving today’s pressing economic, social & environmental problems, as
opposed, but also as in addition to, the traditional analytical and quantitative methods.
It is a human‐centered approach, built on empathy & ethnography, that produces
It is a human‐centered approach built on empathy & ethnography that produces
new, innovative and sometimes radical solutions in a multidisciplinary & participatory
way.
These solutions are constantly prototyped, tested and implemented in an iterative
process.
These solutions generate consistent bridge experiences that create new values for
These solutions generate consistent bridge experiences that create new values for
the consumer & the provider.
UX design for the web & service design are practices that are perfectly in line with
the design thinking process & mindset. It’s about applying long known traditional
h d i hi ki & i d I’ b l i l k di i l
design methods & processes in product design to more complex, abstract, interactive &
intangible things.

Thank you for your attention.
Your questions?
sylvain@integratedplace.com