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Pedro Custodio - Designing Future Services

Pedro Custodio - Designing Future Services



Pan-Baltic WUD 2012 presentation. http://wud.tlu.ee

Pan-Baltic WUD 2012 presentation. http://wud.tlu.ee



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    Pedro Custodio - Designing Future Services Pedro Custodio - Designing Future Services Presentation Transcript

    • Designing Future ServicesPedro Custódio, ExDPan-Baltic Usability DayTallinn, 2012
    • My personaljourney ENG ExD1994 2012
    • SAPO.PT• Develop new and amazing web/mobile services• User Centered Best Practices• UX/Usability Education• User Centered Design methodologies• Increase user usage satisfaction• Increase services credibility,• High quality development processes & deliverables Head of Quality & User Experience Software Architect Sapo.pt / Portugal Telecom - 2005/9
    • VODAFONE 360• Scrum / Agile methodologies;• Product & user stories definition;• Creating and maintaining the product backlog;• Product feature prioritization;• Active product testing and & quality management;• Representing, interfacing and engaging with end users; Developer Program & Open Platforms Program Product Owner Chat & Social Networks Vodafone Group Services 2009 / 2010
    • VODAFONE JOYNRich Communication Services• Commercial Proposition Development• Product Requirements• Use Case & Customer journey• Service Blueprint• GSMA User Experience Guidelines• Market engagement & development Product Manager RCS-e / joyn “Rethinking the core communication services Vodafone Group Services 2010 / 12
    • We live in the Future...
    • 7In the beginning there werePRODUCTS
    • 8Then they connected them withother products creating a SERVICE
    • 9And soon became an entireecosystem of connected products,services and platforms which we cannow safely refer as an “Experience”
    • The Progression of the 10Economic Value ECONOMIES highly AGRARIAN INDUSTRIAL SERVICES EXPERIENCE differentiated Stage Experiences Deliver Services Make Goods Extract Commodities Undifferentiated Price Premium Price
    • 11 User Experience became the onlyreal product and service differentiator
    • 12Products and Services Ecosystemsforces us to rethink our usability learnings, we now operate ina much more complex environment.
    • 13Products and Services Ecosystemsforces us to rethink our usability learnings, we now operate ina much more complex environment.
    • 14Good news!We already have andknow most of the tools...
    • Awareness 15 EvaluationUSAGE Support (Payment)Renew / End
    • 16FIRST THINGS FIRST!Before we jump into visualizationslet us ensure that we capture theright content for our journeys.
    • 17Let’s start from the beginning, or shall we say from the center? WHO
    • 18 Phillips http://phillips.com Funky Projectshttp://funkyprojects.com
    • 19 WHATWhat do all of them need?What are they trying to achieve?
    • 20How are we delivering against all of those learnings? HOW
    • 21WHERE Where are the actions and interactions taking place? In which context?
    • 22 Martin Neumeier “Deep Design”The Designful Company, 2009
    • 23Designing the whole Not just the tangible part of it! Not just how usable it is!experience
    • 24 U U U SA SA U SA U U SA BI BI SA SA BI BI LI LI LI BI BI T T LI T Y Y LI LI T Y T T Y Y YUsability it is not a Bandaid!It starts on day ZERO!
    • Awareness 25 EvaluationUSAGE Support (Payment)Renew / End
    • 26 FitchIKEA Customer Journey Example http://fitch.com
    • 27 Kuudes KerrosService design concept for Helsinki City Library http://kuudes.fi
    • 28 VodafoneJoyn User Journey http://joynus.com
    • 29 Graphic PR Design Financial Reports Exhibits Web Management Design Consulting Exec Communications Package Design Sales Brand Finance Strategy Risk Strategy Manageme ntAdvertising Marketing Legal Admin IT HR Identity Brand Design Services Experience Distribution Design Products Events Operations Product Design Training Martin Neumeier Ethnography “Meta Team” Process Design Intellectual Research The Designful Company, 2009 Property
    • Photo: Getty 30Make it or Break it! An Experience is built cumulatively with each interaction, so the quality of those will add up to the memory of the overall experience
    • 31Ten GREAT laws of EXPERIENCE
    • 32SIMPLE but generative
    • 33REPEATABLE but not boring
    • 34FACILITATESbut doesn’t take over
    • 35TEACHESbut doesn’t push!
    • 36DIFFERENTbut still familiar
    • 37INTELLIGENT adding context value to each use
    • HUMAN 38at the center
    • 39 SECUREbut discreet
    • 40Permanently INCOMPLETE and yet clear
    • 41SHARABLEwe talk about the good / bad experiences
    • 42 SURPRISEadding more value, than expected
    • Obrigado! http://pedrocustodio.com @pedrocustodio