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Design the right thing, then design the thing right - Ben Stewart - UX Café May '13
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Design the right thing, then design the thing right - Ben Stewart - UX Café May '13

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  • It's easy to get trapped into thinking that User Experience is all about interaction design and visual design.But just as important, if not more so, is the design of the service surrounding a product. How the user discovers that product, through to how they engage with it, use it, how the product develops over time, and also how the user leaves the product all need to be designed.
  • Staying in a hotel seems like a simple user experience. We turn up, get a room, that’s it.A startup hotel might dive straight in and design a website to promote the hotel, but it really pays to take a step back and think about the service as a whole.
  • We have things that come before the stay: finding the right hotel, getting flights, negotiating airports, local transport services, checking in, and getting the key card to work, all before we are actually in the room.
  • Once there, there are the hotel’s public areas, room service, toiletries, and payment to think about.
  • There’s themaid service, and extras to add to bills - staying is a hotel is much more complicated than we think. These images represent many of the touchpoints of a customer’s experience.Even the toilet roll is an excellentexample of a service touchpoint. It represents a service that might otherwise be intangible, the cleaning of a bathroom. It shows “we’ve been here, we’ve done our job”.So, what’s the best tool to tackle designing an experience for a service with so many touchpoints?
  • A service design matrix is one way to map out the entire service surrounding a product. This example is only a subset of all the potential touchpoints of an experience with a hotel.The touchpoints down the left are plotted against the stages at which the user interacts with the product. Some of the touchpoints are directly controllable: Front desk, room, loyalty schemes, website etc. Others are not: tripadvisor presence, word of mouth, guidebooks etc.
  • Once you've built up the matrix, you can map out which touchpoints might be used by different segments or personas
  • For an existing service, you can map out its strengths and weaknesses, or for a new service you can use this to help prioritise items that form the basis of epics in your backlog.
  • You can also map out typical cross-platform user journeys. If we go through one typical user journey for the start-up hotel, we can see whether or not designing and building that website is really necessary or not.
  • By thinking about the service as a whole, and not delving straight into developing a website, a start-up hotel might be able to spend more of their time and energy on some of the other things. When starting up a service it’s really important to take that step back and think about the minimum viable service instead of diving straight into the minimum viable product.
  • So, before you start designing something right, make sure you're designing the right thing.
  • Transcript

    • 1. Design the right thing,then design the thing right– UX Tools & Techniques in only 5 slides**some slides may contain multiple pages@yousability - UX Café May 2013 - Slide 1
    • 2. The service: staying in a hotelExample and images courtesy of @everythingiknow (Rory Hamilton – Service Design guru)@yousability - UX Café May 2013 - Slide 2
    • 3. The service: staying in a hotelExample and images courtesy of @everythingiknow (Rory Hamilton – Service Design guru)@yousability - UX Café May 2013 - Slide 2
    • 4. The service: staying in a hotelExample and images courtesy of @everythingiknow (Rory Hamilton – Service Design guru)@yousability - UX Café May 2013 - Slide 2
    • 5. The service: staying in a hotelExample and images courtesy of @everythingiknow (Rory Hamilton – Service Design guru)@yousability - UX Café May 2013 - Slide 2
    • 6. Touchpoint Discover Engage Use Help Develop LeaveFront desk Walk past Book Check in Ask Check outRoom Sleep RenovateLoyalty card Member RewardsWebsite Book DirectionsPhone Book CallEmail Book AdviceTripadvisor Search Book Ratebooking.com Search BookSearch engine Search DirectionsWord of mouth Friends FriendsSocial media Posts Posts PostsGuide books ReviewsThe tool: Service design matrixTouchpoints mapped against stages in the user’s experience@yousability - UX Café May 2013 - Slide 3
    • 7. Touchpoint Discover Engage Use Help Develop LeaveFront deskRoomLoyalty cardWebsitePhoneEmailTripadvisorbooking.comSearch engineWord of mouthSocial mediaGuide booksThe tool: Service design matrixFor segments/personas: leisure, business, retiredicons from http://thenounproject.com@yousability - UX Café May 2013 - Slide 3
    • 8. Touchpoint Discover Engage Use Help Develop LeaveFront desk Walk past Book Check in Ask Check outRoom Sleep RenovateLoyalty card Member RewardsWebsite Book DirectionsPhone Book CallEmail Book AdviceTripadvisor Search Book Ratebooking.com Search BookSearch engine Search DirectionsWord of mouth Friends FriendsSocial media Posts Posts PostsGuide books ReviewsThe tool: Service design matrixFor analysing strengths and weaknesses of existing serviceor prioritising a epics in the backlog of a new service1 2311222312213221113223223111 3@yousability - UX Café May 2013 - Slide 3
    • 9. Touchpoint Discover Engage Use Help Develop LeaveFront desk Walk past Book Check in Ask Check outRoom Sleep RenovateLoyalty card Member RewardsWebsite Book DirectionsPhone Book CallEmail Book AdviceTripadvisor Search Book Ratebooking.com Search BookSearch engine Search DirectionsWord of mouth Friends FriendsSocial media Posts Posts PostsGuide books ReviewsThe tool: Service design matrixFor showing cross platform journeys@yousability - UX Café May 2013 - Slide 3
    • 10. Need to think aboutminimum viable service,NOT minimum viable product@yousability - UX Café May 2013 - Slide 4
    • 11. Ben StewartTwitter @yousabilityLinkedIn http://www.linkedin.com/in/mrbenstewartThe endBefore you start todesign the thing right……make sure you’redesigning the right thing.@yousability - UX Café May 2013 - Slide 5