User customer Human


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Presentation at the Interactieve Vielfalt in Bremen, 2013.
User, customer and human mindsets can coexist at the same time. This causes misunderstanding between people and organisations like when approaching users with customer information. Investing in advertising and promotion increases the number of users, and improving usability and attractiveness might result in higher usage. However, these activities do little for the one who decides, pays, and expects value for money AKA the customer.

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  • Is it raining? The response of my friend is to visit a site.
  • My response is to look outside.
  • Making payments and transferring money to family & friends via SMS in Bangladesh
  • Paying your mobile phonebills with cash using kiosks in Rumania and Russia
  • Train delays and cancelations announced at a station in the UK
  • Reading the energy meter in Amsterdam
  • Your fridge has something to say, or someone left you a message.
  • Toilet facilities in London Underground “the tube”
  • Waiting in Line - Thailand Style
  • My name is Melvin Brand FluI am a partner in Livework as service design company with studios in London, Oslo, Rotterdam and Sao Paulo
  • We seek to understand the service from a human and customer perspective and balance that with the capabilities of an organisation
  • Having worked with hundreds of clients over the world we have come to believe a couple of things
  • Most of the services shown before failed because of HIM.
  • We call him “the human”
  • Most of the services are designed for the user
  • While everybody talks about the customer, organisations struggle to service them
  • And then there is the consumer… the one you want to have as a customer
  • Design services for the human, not the caricatures
  • Just some examples from our work
  • NFC is a new-ish technology that enables contactless payments
  • The Oyster card in the London is an example of this.
  • Looking back we learned a couple of things
  • A user experiences a transaction in 3 states: before, during and after
  • There are concerns that relate to the “before” state
  • Then there are concerns during the transaction.
  • And worries after the transaction.
  • As seen before, there is also the customer, the consumer and the human states of mind
  • The customer is the one that usually raises a concern or incident
  • Consumer is not your customer (yet) and needs to be won over
  • The human prefers simplicity and transparancy.
  • Most of the services and service improvements have technology component that enables this to happen
  • All the services mentioned her have a low tech approach and are used/consumed by over 300 million people.
  • Quick tap is a mobile service launched in the UK in 2010, enabling people to pay with their mobile phone by taping the terminal. This requires an ecosystem of smart phones, cards and chips.Meanwhile over 300 million people without a bank account are using their dump phones to make payments.
  • BarclaysPingit service enables you to send money directly to friends, who have a Barclays account…From the terminals in Russia millions of cash payments are made friends family and businesses. One of the biggest users of the service: mobile companies
  • The advanced app gives your energy consumption, enables you to send a picture of your meter reading and offers other useful services. The only thing it does not do is tell your bill in money instead of kWh. What is a kilo watt anyway?
  • This app tells you about delays. Pretty useless when you are IN the tube in London.The driver can tell you real time AND relevant information
  • Yes, your fridge can talk. It can talk to your supermarket, your TV, give you diet tips… Will you listen, or do you care??
  • A perfectly designed system was supposed to eliminate queues in a hospital by giving the wait time on a mobile device. People optimised their time, wandered around and came late.I Thailand you would not leave your shoes behind.
  • Some moreexamples.
  • The customer experience lifecycle for mobile services. Most of the negative experiences (irritations) are preventable and show up as incidents. For most companies there is a business case for early to improve receive & setup and early use phases of the lifecycle.
  • Noorganisation can tackle all the irritations and service improvements in one go. There are multiple intervention points that can be addressed, some of them fairly easily.
  • This example shows a workspace for a project organisation. Usually these systems are designed at an input level: people who use this tool frequently
  • By designing the tool for the decision makers and stakeholders, the whole process can be cut down significantly saving a significant amount of time and money.
  • A customers’ life and interest do not start when they engage an organisation, but often some time before. It is important to know where customers are in their lifecycle, not where they fit in the business cycle
  • The example of the apple hotel. There was a service failure which was handled well by the hotel to make sure I was happy, However, they never came back to me as a customer, nor recognise the inconvenience I suffered as a customer.
  • The design of service is not always on a screen. Designing an invoice is of crucial important to organisations that have few interactions with their customers.
  • The design of the social system behind the interface is more important that what happens on the screen.
  • Designing an insurance service in combination with a bank card for young people is important to educate them about insurance.
  • Taking a CEO to experience his service is crucial in getting understanding and buy-in.
  • The design of a complete system landscape is impossible for most organisations. Redesigning the customer facing part can have a major impact.
  • The interface design for Zipcar site is not the determining factor. Designing the services behind and beyond the screen is crucial to the success of the service.
  • Test concept early with customers in order to learn more about what want, need and like.
  • And the final example.
  • Toilet in London undrground.
  • Toilets can also be an experience.
  • By creating an unique experience it is no longer just about the toilet.
  • A good design to cater to specific segments, in this case parents with (small) children.
  • You can go overboard with design.. an app to play music from the toilet.
  • Very practical.. find the nearest toilet…including wait time.
  • And perhaps the simples solution. Just put an arrow to find the nearest toilet.
  • Thank you.
  • User customer Human

    1. 1. PRESENTATION User – customer – human September 10th Interactive diversity
    2. 2. What do the following Examples say about users and services?
    3. 3. live|work
    4. 4. We imagine what will be valuable for customers, then define what is possible for a business.
    5. 5. What we believe
    6. 6. Example
    7. 7. Confusion
    8. 8. 252013 © live|work Studio Ltd Livework helped Orange & Barclaycard develop Quicktap We found that a successful customer experience covered a lot more than the transaction
    9. 9. 2012 © live|work Studio Ltd 26 Page 2 Orange/Barclaycard
    10. 10. 2012 © live|work Studio Ltd 27 Page 3 Orange/Barclaycard
    11. 11. 2012 © live|work Studio Ltd 28 Page 4 Orange/Barclaycard
    12. 12. 2012 © live|work Studio Ltd 29 Page 5 Orange/Barclaycard
    13. 13. What did we learn?
    14. 14. 312013 © live|work Studio Ltd
    15. 15. Will it work? How does it work? 322013 © live|work Studio Ltd
    16. 16. When it goes wrong who is responsible? 332013 © live|work Studio Ltd
    17. 17. What was I charged? Who has my personal information? 342013 © live|work Studio Ltd
    18. 18. 352013 © live|work Studio Ltd
    19. 19. I am a bank customer and a transport customer – who do I blame? 362013 © live|work Studio Ltd
    20. 20. Why should I adopt this? Does it make a difference for me? 372013 © live|work Studio Ltd
    21. 21. Why are you bothering me? 382013 © live|work Studio Ltd
    22. 22. (Digital) technology can improve peoples lives. But does it....
    23. 23. Some examples
    24. 24. Mobile services Consider Buy Receive & setup Early use Use Change in use Incident Contemplate
    25. 25. Receives the product, starts the service Early stages of being a customer and dealing with the transition to service provider Familiar with the company, its product and service, establishing regular energy consumption Change in personal situation or circumstance that impacts the contract Receive & Setup New customer Customer Change in use Setup: Make sure the customer is familiar with the phone and core services Educate: About the product and other features Personalise: Make offers and recommendation on how to use additional services Seduce: Offer incentives to use new services and introduce others Mobile banking service
    26. 26. Project Manager Team member contributions….. structured to support meetings….. ensuring clear decisions and approvals Management Sponsor Team Member Clarity on progress Local market SME Programme leader External partner Coordinator Tasks assigned Receives actions Loads approved version Receives approval request Status update Manage global marketing campaigns
    27. 27. Management Sponsor Programme leader Receives approval request Status update ensuring clear decisions and approvals Status update: K Holistic Update: Brazil has adopted best in class
    28. 28. Call centre Mobile Retail 3rd party Online Aware Interested Decide Buy Early use Regular use
    29. 29. Customer Guest Aware Book Plan Travel Arrive Stay Depart Incident Post stay
    30. 30. “The new bill is simpler to understand, and creates less trouble for us. It’s great”
    31. 31. Social contact and communication for families with a loved one with dementia.
    32. 32. Introduce insurance to young people
    33. 33. “I would never have considered these issues sitting behind my desk”
    34. 34. A new generation of card readers, providing better information about card contents, with a spesifically designed soundscape. RUTER (2010)
    35. 35. Move people from physical bill to digital billing
    36. 36. LU Visitors 2012 © live|work Studio Ltd 61
    37. 37. LU Stations 2012 © live|work Studio Ltd 62
    38. 38. One more Example
    39. 39. @liveworkstudio @melvinbf