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Designing Multichannel Services for Lives Beyond the Screen - UX Week 2014


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My slides from UX Week 2014

Published in: Design

Designing Multichannel Services for Lives Beyond the Screen - UX Week 2014

  1. 1. DESIGNING MULTICHANNEL SERVICES FOR LIVES BEYOND THE SCREEN UX Week 2014 - 12th September ! Andy Polaine | Twitter: @apolaine
  2. 2. Start with the people Image source: Smithsonian's Cooper-Hewitt, National Design Museum
  3. 3. "Really everything I had done wasn’t very interesting or important. 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: Smithsonian's Cooper-Hewitt, National Design Museum
  4. 4. Great screen UX design doesn’t help much if it’s always different
  5. 5. Especially when this happens
  6. 6. Or this - home-brew UX Image Source: Rick Dolishny on Flickr
  7. 7. Services are not products
  9. 9. Web ThirdParty™ Mobile People Products Marketing Print Other Services People A transitions are crucial to the experience Services are ecosystems - every part affects the whole
  10. 10. Image source: Information Architects There is no shortage of channels
  11. 11. MIND THE GAPS
  12. 12. Service gaps – Lavrans flying to New York with his family
  13. 13. Website-Call Center Gap Website-System Error Gap Website-Call Center Gap Husband-Wife Expectation Gap Call Center Staff-Check-In Staff Gap Boarding Staff-Computer System Gap The human service element finally wins
  14. 14. Cracks can accumulate to form an experience crevasse Image source:
  16. 16. Everything is a microinteraction
  17. 17. Some touchpoints are thought through and branded
  18. 18. Some touchpoints “just happen”
  19. 19. If you don’t design it, somebody else will Image source:
  20. 20. If you don’t provide communication channels, somebody else will
  21. 21. If you don’t provide communication channels, somebody else will
  22. 22. How do the individual experiences join up to make a whole? Image Sources: Andy Polaine. London/RoW: Stefan Kellner
  23. 23. Where are the frustrations?
  25. 25. People are not trying to be a professional user
  26. 26. Find the underlying motivation and human experience Image source: Flickr user Jon Large
  27. 27. Interaction with backstage people, services & systems Image source:
  28. 28. Somewhere in an warehouse... Image: Lucasfilm Ltd
  29. 29. Third party services affect the experience too
  31. 31. Design for needs, not wants
  32. 32. Understand the relationship, particularly trust
  33. 33. Fake photo. I made this up. Jane, 32, lawyer. Loves her BMW, reads the Financial Times, lives in Notting Hill, London. Has a boyfriend, but no children yet and wants to get ahead in her career first.. Likes the good things in life, needs information fast, is constantly connected on her iPhone and iPad. Watches Homeland in the evening with a bottle of Australian Cabernet Sauvignon. Avoid demographic personas. Go for behaviours/actions instead.
  34. 34. Design with people versus for people Image source: live|work
  35. 35. Be personal, human and authentic
  36. 36. Understand and stay on the customer’s preferred channel
  37. 37. Align service delivery with customer expectations
  38. 38. Look for unintended (non-)design. What is a “flat land toda”?
  39. 39. Look for unintended (non-)design. What is a “flat land toda”?
  40. 40. Fails are key touchpoints. Design them.
  41. 41. Say sorry - apologies matter to people Image source: michael_davies on Flickr
  42. 42. Actions speak louder than words…
  43. 43. …because small acts make a difference ImageI smoaugrec eso: CurCc Lei:c wenwcwe. bdya mJonsyhouuaa Sumtoitchrr oenc tF.lciockmr
  44. 44. Define the tone of voice with the details
  45. 45. A BIT MORE Look for opportunities to demonstrate empathy
  46. 46. Look for opportunities to demonstrate empathy
  47. 47. Take care designing your touchpoints
  48. 48. But be aware of the context in which they will be experienced
  49. 49. Iterate prototypes and test the service in real life with real people
  50. 50. Run pilot projects to bridge design, experience & business case source: live|work
  51. 51. Remember people’s lives extend beyond the screen Image source:
  52. 52. Life is messy and technology doesn’t always help Image source:
  53. 53. THANK YOU! @apolaine