Designing forPeople vsScreens@apolainewww.polaine.com
Start with the people                    Image source: Smithsonians Cooper-Hewitt, National Design Museum
"Really everything I had done wasn’t very interesting orimportant. The thing that was really important was what was  happe...
The ubiquity of screens paradox
PRODUCTSVSSERVICES
“We shape our tools andthereafter our tools shape us.”         Marshall McLuhan
The transition from an industrial to a service economy                                      Ford assembly line at rest dur...
Management            t                                                        e                     ing                  ...
Yet services are still conceived with a product mindset
Turn this model on its side...           Pr             o du                  c  t      Ma           rk             et    ...
Customer        Product      Marketing           Sales          RetailCustomer Service    Management          ...and you g...
Product & single screen experiences                                      Image source: live|work
Services are experienced in an ecology...                                            Image source: live|work
...with multiple touchpoints
...with multiple touchpoints
Some touchpoints are thought through and branded
Some touchpoints “just happen”
If you don’t design it, somebody else will                                 Image source: http://www.flickr.com/photos/atoach/
Service experiences unfold over time                               Image Sources: Andy Polaine. London/RoW: Stefan Kellner
Services enable interactions between people                                              Image: Lavrans Løvlie
Co-producing value
If you don’t provide channels, somebody else will
Relationships and conversations between people
Are people trying to use a website or buy something?
What is the underlying motivation and meaning?                                          Image source: Flickr user Jon Large
Interaction with backstage people, services & systems                                     Image source: http://www.materia...
Somewhere in an Amazon.com warehouse...                                          Image: Lucasfilm Ltd
This means designing with people versus for people                                               Image source: live|work
Third party services form part of the experience too
Boxes vs Arrows                  Image source: live|work
Track the user journeys over time
Track them through the different channels
Align backstage services to deliver those experiences
Give people the right tools and environment...
...and they will create individual value...
...that develops into aggregate value.
Not just design for digital services and platforms...
...but remembering people’s lives beyond the screen.                                     Image source: http://consumeconsu...
Takk for tiden din!          @apolaine          www.polaine.comhttp://www.rosenfeldmedia.com/books/service-design/     Sli...
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Andy Polaine: Service design Å designe for mennesker vs. for skjermer (Webdagene 2012)

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Andy Polaine: Service design Å designe for mennesker vs. for skjermer (Webdagene 2012)

  1. 1. Designing forPeople vsScreens@apolainewww.polaine.com
  2. 2. Start with the people Image source: Smithsonians Cooper-Hewitt, National Design Museum
  3. 3. "Really everything I had done wasn’t very interesting orimportant. The thing that was really important was what was happening between me and the software on the screen.” Bill Moggridge on the GRiD Compass Computer Image source: Smithsonians Cooper-Hewitt, National Design Museum
  4. 4. The ubiquity of screens paradox
  5. 5. PRODUCTSVSSERVICES
  6. 6. “We shape our tools andthereafter our tools shape us.” Marshall McLuhan
  7. 7. The transition from an industrial to a service economy Ford assembly line at rest during a strike, September 1945 Source: Google hosted Life magazine archive
  8. 8. Management t e ing les il uc ta vic Sa et Re od r Se rk Pr Ma er m sto CuIndustrial thinking – command and control
  9. 9. Yet services are still conceived with a product mindset
  10. 10. Turn this model on its side... Pr o du c t Ma rk et ing Sa les Management ReCus ta il to me r Se r vic e
  11. 11. Customer Product Marketing Sales RetailCustomer Service Management ...and you get customer journey and channels
  12. 12. Product & single screen experiences Image source: live|work
  13. 13. Services are experienced in an ecology... Image source: live|work
  14. 14. ...with multiple touchpoints
  15. 15. ...with multiple touchpoints
  16. 16. Some touchpoints are thought through and branded
  17. 17. Some touchpoints “just happen”
  18. 18. If you don’t design it, somebody else will Image source: http://www.flickr.com/photos/atoach/
  19. 19. Service experiences unfold over time Image Sources: Andy Polaine. London/RoW: Stefan Kellner
  20. 20. Services enable interactions between people Image: Lavrans Løvlie
  21. 21. Co-producing value
  22. 22. If you don’t provide channels, somebody else will
  23. 23. Relationships and conversations between people
  24. 24. Are people trying to use a website or buy something?
  25. 25. What is the underlying motivation and meaning? Image source: Flickr user Jon Large
  26. 26. Interaction with backstage people, services & systems Image source: http://www.materialiste.com/culture/inside-amazon
  27. 27. Somewhere in an Amazon.com warehouse... Image: Lucasfilm Ltd
  28. 28. This means designing with people versus for people Image source: live|work
  29. 29. Third party services form part of the experience too
  30. 30. Boxes vs Arrows Image source: live|work
  31. 31. Track the user journeys over time
  32. 32. Track them through the different channels
  33. 33. Align backstage services to deliver those experiences
  34. 34. Give people the right tools and environment...
  35. 35. ...and they will create individual value...
  36. 36. ...that develops into aggregate value.
  37. 37. Not just design for digital services and platforms...
  38. 38. ...but remembering people’s lives beyond the screen. Image source: http://consumeconsume.com/post/13272453418
  39. 39. Takk for tiden din! @apolaine www.polaine.comhttp://www.rosenfeldmedia.com/books/service-design/ Slides: http://www.pln.me/webdagene2012

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