Service Design for Multi-
Channel Experiences
電子商務服務設計
Raven Chai UX Consulting
27 March 2014 Thursday
WORKSHOP!
What is this workshop about?
Raven Chai
•Founded UX Consulting in 2008
•Over 15 years experience as a
technologist, designer and user
experience practi...
Why Service Design and
Multi-Channel Experiences
Agenda (Part 1)
Introduction
Case Study + Service Design Framework
Design Brief
Exercise 1 (Individual)
Exercise 2 (Pair)
...
Case Study Designing Singtelshop.com
Context & Objective
Objective
Cost savings on sales commissions, processing time,
mar...
Case Study Designing Singtelshop.com
Design Process
Evaluate ›❯ Create Personas ›❯ Competitive Analysis ›❯ Usability Study...
Case Study Designing Singtelshop.com
Key Results & Implications
• Convert 20% of the total sales via online shop
• Increas...
Case Study Designing SingTel Shop
Context & Objective
Objective
Cost savings on sales commissions, processing time,
market...
Case Study Designing SingTel Shop
Design Process
• Customer-centric product architect
• Increase in sales revenue and customer retention rate
Case Study Designing SingTel ...
Service Design Framing Context
& Objective
Gather Insights
Create Personas
Idea Selection
Service Concept
& Prototyping
St...
Design Brief
Create a
Travel Service Design through
eCommerce website
- capture the service flow of a travel experience
- ...
Exercise 1 Framing Context & Objective
(Individual)
20
Exercise 2 Interview User Experience
(Pair)
20
Exercise 3 Create Personas
(Individual)
20
Tea Break
30
Agenda (Part 1)
Exercise 4 (Group)
Exercise 5 (Group)
Exercise 6 (Group)
Q & A
mins
20
60
30
10
120
Exercise 4 Idea Selection
(Group)
20
Exercise 5 Service Concept & Prototyping
(Group)
60
Exercise 6 Story Telling & Presentation
(Group)
30
Online Resources
• http://www.slideshare.net/ingjerdj/service-design-workshop-
designing-the-customer-experience-16486875
...
Questions & Answers
RAVEN CHAI
Email: raven@uxconsulting.com.sg
Twitter: @ravenchai
http://www.slideshare.net/uxconsulting/service-design-for-...
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Service design for multi channel experiences workshop

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Workshop slides:
2014 User-Centered Design Taiwan Summit @27 March 2014
(http://www.bnext.com.tw/edm/2014UCD/english/)

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Service design for multi channel experiences workshop

  1. 1. Service Design for Multi- Channel Experiences 電子商務服務設計 Raven Chai UX Consulting 27 March 2014 Thursday WORKSHOP!
  2. 2. What is this workshop about?
  3. 3. Raven Chai •Founded UX Consulting in 2008 •Over 15 years experience as a technologist, designer and user experience practitioner •Lead UX consultant for SingTel since 2008 •Founder of •Leadership team
  4. 4. Why Service Design and Multi-Channel Experiences
  5. 5. Agenda (Part 1) Introduction Case Study + Service Design Framework Design Brief Exercise 1 (Individual) Exercise 2 (Pair) Exercise 3 (Individual) mins 10 15 5 20 20 20 90
  6. 6. Case Study Designing Singtelshop.com Context & Objective Objective Cost savings on sales commissions, processing time, marketing expenses Service Promise End-to-end online fulfillment Results Go-to-Market faster, uniform marketing message
  7. 7. Case Study Designing Singtelshop.com Design Process Evaluate ›❯ Create Personas ›❯ Competitive Analysis ›❯ Usability Study ›❯ Design Iteration ›❯ Service Integration
  8. 8. Case Study Designing Singtelshop.com Key Results & Implications • Convert 20% of the total sales via online shop • Increase in sales revenue and customer satisfaction Ongoing  Customer  Research  Activities Strategy,  Planning  &  Restructuring
  9. 9. Case Study Designing SingTel Shop Context & Objective Objective Cost savings on sales commissions, processing time, marketing expenses Service Promise End-to-end online fulfillment Results Convert 20% of the total sales via online shop
  10. 10. Case Study Designing SingTel Shop Design Process
  11. 11. • Customer-centric product architect • Increase in sales revenue and customer retention rate Case Study Designing SingTel Shop Key Results & Implications
  12. 12. Service Design Framing Context & Objective Gather Insights Create Personas Idea Selection Service Concept & Prototyping StoryTelling & Presentation WHAT AREYOU DELIVERING? WHAT ARE THE EXPERIENCES? WHO AREYOU DESIGNING THE PRODUCT FOR? IDENTIFY THE DIFFERENTIATING IDEA(S) HOW DOES IT WORKS? Online Offline
  13. 13. Design Brief Create a Travel Service Design through eCommerce website - capture the service flow of a travel experience - focus on services that can deliver via website - the services need to generate revenue online
  14. 14. Exercise 1 Framing Context & Objective (Individual) 20
  15. 15. Exercise 2 Interview User Experience (Pair) 20
  16. 16. Exercise 3 Create Personas (Individual) 20
  17. 17. Tea Break 30
  18. 18. Agenda (Part 1) Exercise 4 (Group) Exercise 5 (Group) Exercise 6 (Group) Q & A mins 20 60 30 10 120
  19. 19. Exercise 4 Idea Selection (Group) 20
  20. 20. Exercise 5 Service Concept & Prototyping (Group) 60
  21. 21. Exercise 6 Story Telling & Presentation (Group) 30
  22. 22. Online Resources • http://www.slideshare.net/ingjerdj/service-design-workshop- designing-the-customer-experience-16486875 • http://www.servicedesigntoolkit.org/templates/ • http://www.slideshare.net/MarcStickdorn1/service-design- thinking-27439915 • http://thisisservicedesignthinking.com
  23. 23. Questions & Answers
  24. 24. RAVEN CHAI Email: raven@uxconsulting.com.sg Twitter: @ravenchai http://www.slideshare.net/uxconsulting/service-design-for-multi-channel-experiences-workshop

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