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User Types in Service Design

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Our presentation to the World Usability Day 2012 Conference at the Department of Immigration and Citize

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User Types in Service Design

  1. 1. USER TYPES INSERVICE DESIGNWorld Usability Day 2012
  2. 2. DESIGNING THE SERVICEBy designing the whole experience
  3. 3. What’s Service Design? The conscious & creative process of crafting meaningful connections (be they tangible touchpoints and interactions, or more intangible experiences) between user, business/provider/ government goals and outcomes (be they effective and efficient operations, social good/ improvement, or positive profile).
  4. 4. What’s a Service? People Goals
  5. 5. What’s a Service? People Touchpoints Goals
  6. 6. What’s a Service? People Touchpoints Pathways Goals
  7. 7. What’s a Government Service? The same, except: Choice Delivery Compliance
  8. 8. And here’s what people say: “They have “I have a knot the resources and in my stomach” responsibility to make it easier” “I’m OK with less frills if I can “With government, just get it done” simplifying doesn’t always mean no hassle” “I don’t have very high expectations - if it works, it’s good”
  9. 9. What we need to understand about users‘experience’What users THINK (Cognitive Domain) motivations, folklore, perceptions, beliefs, expectations, mental processes What users DO (Behavioural Domain) activities, processes, routines, patterns, interactions, relationships What users USE (Material Domain) products, services, brands, environments, messages, systems
  10. 10. The complex government organisation Customers Touchpoints Operations Strategy Government
  11. 11. DESIGNING FOR USERSBy engaging with them
  12. 12. A broad approach to service design !#$% ()* +,-%#($,- .,$/0#*1* =,(,( 20,(#3#*()* )//$?)%$(3), :;3,*( =@6/@,(* 456/)% =(%$(3), :#3, 1*$, 7%)()(06*1* 20,(#3# ()*48$/9$(
  13. 13. Utilising appropriateresearch techniques
  14. 14. Articulating the experiencein order to design a ServiceCustomer Experience Map Service Blueprint User Typologies How the service is experienced How the service works The type of people who use the service
  15. 15. CASE STUDYImproving interactions with government online
  16. 16. Exploring experience throughwhat people think, do, use
  17. 17. Analysing what we found inorder to synthesise meaning Dra$  types,  whiteboard  drawing,  notes  photo  
  18. 18. Prototyping the experienceand defining the user types
  19. 19. SUMMARYUser types as an evidence-based tangible outputof the service design process: •  Are relevant beyond the touchpoint •  Document and define the user experience across the whole service •  Stay with the organisation as reusable knowledge
  20. 20. Thanks!Justin Barrie Mel Edwards @JustinBarrie @skewiff @DMA_Canberra designmanagers.com.au

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