Design Beyond the Screen - Introducing Service Design Thinking to UX

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User Experience design has come a long way since technology has become an everyday part of our lives. We almost can't imagine a life without googling random facts, comparing prices for flights, insurance or any other product we can get online or in the high street.

The consumerisation of technology has led to higher expectations of intuitiveness and ease of use of our devices, websites and apps. User friendliness in technology is not a key differentiator anymore when consumers interact with companies via their websites, apps, phones and high street shops.
Companies don't just sell products online anymore, they provide services through a variety of channels. This requires designers to think beyond the screen. Service design thinking considers technology in its wider context of use and not just the immediate user interactions.
This talk will give you a introduction to what service design is and how it is different from user experience design. It will include some design principles that are applicable beyond the screen and how they relate to user experience and service design. And finally you'll find out about the realities of doing service design in the wild. You'll see a comparison of the wonderful theory of service design with the harsh reality of large organisations, which often need service design the most.

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Design Beyond the Screen - Introducing Service Design Thinking to UX

  1. 1. Design Beyond the Screen Introducing Service Design Thinking to UX
  2. 2. This session Expectations Let’s set some It’s not a manual for designing perfect services It will give you is a new way of thinking about your product or service in a wider context than the immediately obvious one: the UI. 2 I did not invent this stuff, I’m just applying it, maybe it’ll help you!
  3. 3. Part 1 Introduction to Service Design Part 2 Exploration – Principles Part 3 The realities of service design Introduction RealityExploration Overview The big picture 3
  4. 4. Introduction Part 1 4
  5. 5. "When you have two coffee shops right next to each other, that each sell the exact same coffee at the exact same price. Service Design is what make you walk into the one and not the other." Marc Fonteijn, 31 Volts Service Design, 2008 Definition What is Service Design 5 Exploration RealityIntroduction
  6. 6. The end goal Holidays Allow us to dream and get away from it all The perfect beach 6
  7. 7. The beginning Holidays Are easier to book, but not fun Soooooooo much choice in a bad website 7
  8. 8. UX Designers Holidays Are easier to book, but not fun Are good at fixing that 8 No navigation Stock imagery Organisation driven Information Architecture Secondary nav tiny
  9. 9. Service Designers Holidays Can be quite a stressful experience Consider the bigger picture as well 9
  10. 10. People & Interactions Service design elements That need to be considered Who’s involved? DIGITALREALWORLD Customer + Service Provider = Touch Point Mobile Tablet Shop checkout Service desk Self service kiosk Hotel porter Paper based In store Desktop Stakeholders Service Designers YOU! 10 Exploration RealityIntroduction
  11. 11. Exploration Principles behind great customer experiences Part 2 11
  12. 12. Principles behind great customer experiences What makes great services "The challenge is no longer to simply create a great product or service, with a good customer service offering and a useful website, it is to seamlessly join up an increasing number of different touch points." Matt Watkinson, 2013 12 Exploration RealityIntroduction
  13. 13. 3 simple questions Think about this #2 Do you want to get rich through your own business / career? … or at least make a decent living #3 Did you start your own business / career because you wanted to get rich? #1 Do you want to get rich? … or at least make a decent living 13 Exploration RealityIntroduction
  14. 14. Let’s ponder this 3 simple questions Think about this Yes – that’s OK “Do you want to get rich?” Yes – that’s OK “Do you want to get rich through your own business / career?” Yes – let’s talk about that … “Did you start your own business / career because you wanted to get rich?” $$$ 14 Exploration RealityIntroduction
  15. 15. Why you should care too Caring pays The value of customer experience You cannot afford not to (your competitors do) It pays in the short term (you’ll be happier at work) It pays even more in the long term (you’ll have a successful business) 15 Exploration RealityIntroduction
  16. 16. There’s more than one way… Design Principles UX and CX frameworks 16 Exploration RealityIntroduction
  17. 17. It’s not rocket science How to do it The 10 principles behind great customer experiences They work for startups & large organisations You’ll learn about them today Please buy his book too because he’s a really nice guy. In his book “The 10 Principles Behind Great Customer Experiences” Matt Watkinson wrote some down 17 Exploration RealityIntroduction
  18. 18. Principle #1 Wants vs needs "People do not build their beliefs on a foundation of reason. They begin with certain beliefs, then find reasons to justify them" Eugene P. Wigner
  19. 19. Rational vs rationale thinking Principle #1 Wants vs needs We live in a world of wants, not needs Create a brand reality, not an image What does your brand say about your customers? Great customer experiences strongly reflect the customer’s identity 19 Exploration RealityIntroduction
  20. 20. Principle #1 Wants vs needs Rational vs rationale thinking Great customer experiences strongly reflect the customer’s identity
  21. 21. "Customers don't want to buy a quarter inch drill, they want a quarter inch hole" Theodore Levitt Principle #2 Objectives & Super Objectives
  22. 22. Everything has a goal Principle #2 Objectives & Super Objectives Telepathy vs empathy vs self referential design – especially relevant to startups Create a product / service that goes beyond the immediate need What problem are you / your product / service solving? Great customer experiences satisfy our higher objectives 22 Exploration RealityIntroduction
  23. 23. Everything has a goal Principle #2 Objectives & Super Objectives Great customer experiences satisfy our higher objectives
  24. 24. "Good design thorough down to the last detail. Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the consumer." Dieter Rams Principle #3 No detail too small
  25. 25. This eensy weensy tiny detail Principle #3 No detail is too small Find quick wins to delight What’s the entire customer journey? Great customer experiences leave nothing to chance Lots of small gains create one big one 25 Exploration RealityIntroduction
  26. 26. This eensy weensy tiny detail Principle #3 No detail is too small Great customer experiences leave nothing to chance 26 Exploration RealityIntroduction
  27. 27. "Happiness equals reality minus expectations" Tom Magliozzi Photo by: http://www.flickr.com/photos/ladymissmarquise/ Principle #4 Met expectations keep customers
  28. 28. What you see is what you get Principle #4 Met expectations keep customers Be consistent Make sure all ends well Great customer experiences set and meet expectations Don’t overpromise and under deliver 28 Exploration RealityIntroduction
  29. 29. What you see is what you get Principle #4 Met expectations keep customers Great customer experiences set and meet expectations
  30. 30. “Perfection is achieved, not when there is nothing to add, but when there is nothing left to take away" Antoine de Saint-Exupéry Principle #5 Technology should make our lives easier
  31. 31. Don’t make me think Principle #5 Technology should make our lives easier Serve the customer at the right time and the right place Too much choice can be a burden Great customer experiences are effortless Consider: time, convenience, simplicity ??? 31 Exploration RealityIntroduction
  32. 32. Don’t make me think Principle #5 Technology should make our lives easier Great customer experiences are effortless
  33. 33. Don’t make me think Principle #5 Technology should make our lives easier Great customer experiences are effortless
  34. 34. Don’t make me think Principle #5 Technology should make our lives easier Great customer experiences are effortless
  35. 35. Don’t make me think Principle #5 Technology should make our lives easier Great customer experiences are effortless
  36. 36. Don’t make me think Principle #5 Technology should make our lives easier Great customer experiences are effortless
  37. 37. Don’t make me think Principle #5 Technology should make our lives easier Great customer experiences are effortless
  38. 38. Don’t make me think Principle #5 Technology should make our lives easier Great customer experiences are effortless
  39. 39. Don’t make me think Principle #5 Technology should make our lives easier Great customer experiences are effortless
  40. 40. Don’t make me think Principle #5 Technology should make our lives easier Great customer experiences are effortless
  41. 41. Don’t make me think Principle #5 Technology should make our lives easier Great customer experiences are effortless
  42. 42. Don’t make me think Principle #5 Technology should make our lives easier Great customer experiences are effortless
  43. 43. Don’t make me think Principle #5 Technology should make our lives easier Great customer experiences are effortless
  44. 44. Don’t make me think Principle #5 Technology should make our lives easier Great customer experiences are effortless
  45. 45. Don’t make me think Principle #5 Technology should make our lives easier Great customer experiences are effortless
  46. 46. Don’t make me think Principle #5 Technology should make our lives easier Great customer experiences are effortless
  47. 47. Don’t make me think Principle #5 Technology should make our lives easier Great customer experiences are effortless
  48. 48. "Confusion is the chief cause of worry." Herbert E. Hawkes Principle #6 Avoid errors when possible
  49. 49. Don’t hassle me Principle #6 Avoid errors when possible Design for forgiveness Intuitiveness vs efficiency Great customer experiences are stress free Errors lead to stress and vice versa *&£^@ 49 Exploration RealityIntroduction
  50. 50. Don’t hassle me Principle #6 Avoid errors when possible Great customer experiences are stress free
  51. 51. "We made the buttons on the screen look so good you'll want to lick them" Steve Jobs Principle #7 Make it sweet Photo by: http://www.flickr.com/photos/joaoloureiro/
  52. 52. It’s the whole package Principle #7 Make it sweet Don’t overwhelm you customers What if I can’t _________ Great customer experiences indulge the senses Consider every experience multi sensory (insert sense) 52 Exploration RealityIntroduction
  53. 53. It’s the whole package Principle #7 Make it sweet Great customer experiences indulge the senses
  54. 54. It’s the whole package Principle #7 Make it sweet Great customer experiences indulge the senses
  55. 55. "Trade is a social act." J.S. Mill Principle #8 People products Photo by: http://www.flickr.com/photos/matthieu-aubry/
  56. 56. Real experiences, real people Principle #8 People products It’s easier to be loyal to a person than a brand Your employees are your brand ambassadors Great customer experiences are socially engaging Add a personal touch to your product / service = 56 Exploration RealityIntroduction
  57. 57. Real experiences, real people Principle #8 People products Great customer experiences are socially engaging 57 Exploration RealityIntroduction
  58. 58. Real experiences, real people Principle #8 People products Great customer experiences are socially engaging 58 Exploration RealityIntroduction
  59. 59. Real experiences, real people Principle #8 People products Great customer experiences are socially engaging 59 Exploration RealityIntroduction
  60. 60. "I did it my way." Frank Sinatra Principle #9 Total control
  61. 61. The digital world is one of choice Principle #9 Total control Increase control by striking a balance among the dimensions of control Consider the who, what, when and where of control Great customer experiences put customers in control Give the customer control, but help them along the way 61 Exploration RealityIntroduction
  62. 62. The digital world is one of choice Principle #9 Total control Great customer experiences put customers in control 62 Exploration RealityIntroduction
  63. 63. Vincent van Gogh Principle #10 Feeling products
  64. 64. How does that make you feel? Principle #10 Feeling products Consider emotional intensity Promote positive emotions / actively avoid negative ones Great customer experiences consider the emotions Emotions can encourage / discourage actions 64 Exploration RealityIntroduction
  65. 65. How does that make you feel? Principle #10 Feeling products Great customer experiences consider the emotions 65 Exploration RealityIntroduction
  66. 66. Reality Service design out in the wild Part 3 66
  67. 67. Who’s who? Organisations & Service Design Sometimes they struggle What is their contribution / responsibility in your project? Where do they sit in the organisation? The people that matter too Who are your stakeholders? 67 RealityIntroduction Exploration
  68. 68. What’s in it for them? Organisations & Service Design Sometimes they struggle What are their higher objectives? Just setting out a strategy isn’t enough What do they say they want to get out of good service design? What are their actual drivers and motivations? 68 RealityIntroduction Exploration
  69. 69. The hard bit Organisations & Service Design Sometimes they struggle Iterate, iterate, iterate! Get executive support Getting it all to work Find the right diplomat in the organisation 69 RealityIntroduction Exploration
  70. 70. Don’t just design Organisations & Service Design Sometimes they struggle Consider technology where appropriate, but don’t be limited by it. Find out business goals. They’re just as important! Once you’re on your way Validate that you’re designing the right thing 70 RealityIntroduction Exploration
  71. 71. Business Realities Don’t forget … 4 1. Your stakeholders 2. Their true motivations 3. Get the right support 4. Don’t just design Thank You & Key Take Aways Remember this 71 RealityExplorationIntroduction Customer XP Principles Great customer experiences… 10 1. Strongly reflect the customer's identity 2. Satisfy our higher objectives 3. Leave nothing to chance 4. Set and then meet expectations 5. Are effortless 6. Are stress free 7. Indulge the senses 8. Are socially engaging 9. Put the customer in control 10. Consider the emotions
  72. 72. Appendix
  73. 73. Newt is a design consultancy We believe that good design drives change
  74. 74. A guy that listens a lot Who I am Your presenter Dr. Philip Bonhard About Customers / People Carer @Newtidea entertainment Our clients’ customers Our clients financial services government travel telco utilities healthcare media retail @UXPhil / phil@newtidea.com 74
  75. 75. Resources Books worth reading This is Service Design Thinking Various Authors – www.thisisservicedesignthinking.com The Ten Principles Behind Great Customer Experiences Matt Watkinson 75
  76. 76. The Noun Project Thank you Useful Stuff World designed by Mateo Zlatar People designed by Wayne Tyler Sall People designed by Roman J. Sokolov Dream designed by James Stone Boy designed by Peacock Dream Marriage Proposal designed by Luis Prado Boy designed by Michael Rowe Worker designed by Bart Laugs Girl designed by Michael Rowe Thinking designed by Michael V. Suriano Eye from The Noun Project www.thenounproject.com 76
  77. 77. The Noun Project Thank you Useful Stuff Control designed by Dima Yagnyuk Happy designed by Tobias F. Wolf Sad designed by Tobias F. Wolf Touch designed by Michele Zamparo Nose designed by Rachel Healey Tongue designed by Alex Fuller www.thenounproject.com Conversation designed by Michael V. Suriano Cry designed by James Bickerton Alert designed by Thomas Le Bas Stress designed by Shreya Chakravarty Pizza designed by Marcus Michaels 77
  78. 78. The Noun Project Thank you Useful Stuff Network designed by Stijn Janmaat www.thenounproject.com Happy designed by Takao Umehara 78 Conversation designed by Rudy Jaspers Second thought designed by Dima Yagnyuk and Benjamin H Byron Handshake designed by Diego Naive Diplomacy designed by Thibault Geffroy Design designed by Scott Lewis Bar graph designed by Nicolas Hue Microchip designed by Márcio Duarte
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