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Mind the gaps 
Designing multichannel service 
experiences for real people 
Interaction14 South America El evento de Diseñ...
Image source: Smithsonian's Cooper-Hewitt, National Design Museum 
Start with the people
"The thing that was really important was what was happening 
between me and the software on the screen.” 
Bill Moggridge o...
Great screen UX design doesn’t help much if it’s always different
Especially when this happens
Or this - home-brew UX 
Image Source: Rick Dolishny on Flickr
Services are not products
SERVICES ARE 
MULTICHANNEL a 
TIME-BASED
Web 
ThirdParty™ 
Mobile 
People 
Products 
Marketing 
Print 
Other Services 
People A transitions 
are crucial to the 
ex...
Image source: Information Architects 
There is no shortage of channels
Mind the gaps
Service gaps – Lavrans flying to New York with his family
Website-Call Center Gap 
Website-System Error Gap 
Website-Call Center Gap 
Husband-Wife Expectation Gap 
Call Center Staf...
Cracks can accumulate to form an experience crevasse 
Image source: http://www.summitpost.org/jeff-jumping-crevasse-dc-rou...
Nice touchpoint, shame about the rest of the experience
CRAFT A HUMAN EXPERIENCE 
ACROSS CHANNELS, 
NOT A “USER” EXPERIENCE
Everything is a microinteraction
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/
If you don’t provide communication channels, somebody else will
If you don’t provide communication channels, somebody else will
How do the individual experiences join up to make a whole? 
Image Sources: Andy Polaine. London/RoW: Stefan Kellner
Frustrations are as much about inaction as action
UNDERSTANDING PEOPLE, 
RELATIONSHIPS a 
UNDERLYING MOTIVATIONS
People are not trying to be a professional Amazon.com user
Find the underlying motivation and human experience 
Image source: Flickr user Jon Large
Interaction with backstage people, services & systems 
Image source: http://www.materialiste.com/culture/inside-amazon
Third party services affect the experience too
SOME GUIDING 
PRINCIPLES
Design for needs, not wants
Understand trust — it’s delicate, but potent
Fake photo. 
I made this up. 
Jane, 32, lawyer. Loves her BMW, reads the Financial Times, lives in Notting Hill, London. H...
Design with people versus for people 
Image source: live|work
Be personal, human and authentic
Understand and stay on the customer’s preferred channel
Align service delivery with customer expectations (and don’t falsely raise them)
Look for unintended (non-)design. What is a “flat land toda”?
Look for unintended (non-)design. What is a “flat land toda”?
Fails are the great lost touchpoint opportunity. Design them!
Say sorry - apologies matter to people 
Image source: michael_davies on Flickr
Actions speak louder than words…
…because small acts make a difference 
Image source: CC Licence by Joshua Smith on Flickr 
Image source: www.damnyouautocr...
Define the tone of voice with the details
A BIT MORE 
Look for opportunities to demonstrate empathy
It shows that you are human too, not just a corporation
Take care designing your touchpoints
But be aware of the context in which they will be experienced
Iterate prototypes and test the service touchpoints in real life with real people 
Image source: live|work
Run pilot projects to bridge design, experience & business case 
Image source: live|work
Remember people’s lives exist in a broader context, not just on screens 
Image source: http://consumeconsume.com/post/1327...
Life is messy and technology doesn’t always help 
Image source: www.damnyouautocrrect.com
¡MUCHAS GRACIAS! 
andy@polaine.com 
@apolaine 
www.polaine.com 
2 I co-wrote this! 
Use POLAINE for 20% off here: 
http://...
No deje de completar su evaluación online 
isa.ixda.org/encuesta 
¡Muchas gracias! 
Mind the gaps – Designing multichannel...
Mind the gaps—designing multichannel service experiences for real people
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Mind the gaps—designing multichannel service experiences for real people

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Presentation at ISA14 Buenos Aires

Published in: Design

Mind the gaps—designing multichannel service experiences for real people

  1. 1. Mind the gaps Designing multichannel service experiences for real people Interaction14 South America El evento de Diseño de Interacción y Experiencia de Usuario más importante de Latinoamérica. B U E N O S A I R E S Andy Polaine @apolaine
  2. 2. Image source: Smithsonian's Cooper-Hewitt, National Design Museum Start with the people
  3. 3. "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
  8. 8. SERVICES ARE MULTICHANNEL a TIME-BASED
  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: http://www.summitpost.org/jeff-jumping-crevasse-dc-route-july-8-2006/207527
  15. 15. Nice touchpoint, shame about the rest of the experience
  16. 16. CRAFT A HUMAN EXPERIENCE ACROSS CHANNELS, NOT A “USER” EXPERIENCE
  17. 17. Everything is a microinteraction
  18. 18. Some touchpoints are thought through and branded
  19. 19. Some touchpoints “just happen”
  20. 20. If you don’t design it, somebody else will Image source: http://www.flickr.com/photos/atoach/
  21. 21. If you don’t provide communication channels, somebody else will
  22. 22. If you don’t provide communication channels, somebody else will
  23. 23. How do the individual experiences join up to make a whole? Image Sources: Andy Polaine. London/RoW: Stefan Kellner
  24. 24. Frustrations are as much about inaction as action
  25. 25. UNDERSTANDING PEOPLE, RELATIONSHIPS a UNDERLYING MOTIVATIONS
  26. 26. People are not trying to be a professional Amazon.com user
  27. 27. Find the underlying motivation and human experience Image source: Flickr user Jon Large
  28. 28. Interaction with backstage people, services & systems Image source: http://www.materialiste.com/culture/inside-amazon
  29. 29. Third party services affect the experience too
  30. 30. SOME GUIDING PRINCIPLES
  31. 31. Design for needs, not wants
  32. 32. Understand trust — it’s delicate, but potent
  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 (and don’t falsely raise them)
  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 the great lost touchpoint opportunity. 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 Image source: CC Licence by Joshua Smith on Flickr Image source: www.damnyouautocrrect.com
  44. 44. Define the tone of voice with the details
  45. 45. A BIT MORE Look for opportunities to demonstrate empathy
  46. 46. It shows that you are human too, not just a corporation
  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 touchpoints in real life with real people Image source: live|work
  50. 50. Run pilot projects to bridge design, experience & business case Image source: live|work
  51. 51. Remember people’s lives exist in a broader context, not just on screens Image source: http://consumeconsume.com/post/13272453418
  52. 52. Life is messy and technology doesn’t always help Image source: www.damnyouautocrrect.com
  53. 53. ¡MUCHAS GRACIAS! andy@polaine.com @apolaine www.polaine.com 2 I co-wrote this! Use POLAINE for 20% off here: http://www.rosenfeldmedia.com/ S ER V I C E DE S IGN From Insight to Implementation by ANDY POLAINE, LAVRANS LØVLIE, and BEN REASON foreword by John Thackara SERV ICE DES IGN by POLAINE, LØVLIE, and REASON
  54. 54. No deje de completar su evaluación online isa.ixda.org/encuesta ¡Muchas gracias! Mind the gaps – Designing multichannel service experiences for real people Interaction14 South America B U E N O S A I R E S Andy Polaine

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