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Service Design vs Experience Design: Chicken & Egg or Wild Goose

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Service Design vs Experience Design: Chicken & Egg or Wild Goose

  1. 1. Service Design vs. Experience Design<br />Chicken & Egg or Wild Goose<br />Ben MelbourneUX Person<br />
  2. 2. Experience DesignExperience design (XD) is the practice of designing products, processes, services, events, and environments with a focus placed on the quality of the user experience and culturally relevant solutions, with less emphasis placed on increasing and improving functionality of the design.<br />http://en.wikipedia.org/wiki/Experience_design<br />ServiceThe range of touchpoints a human interacts with, over time, in order to achieve their goal/fulfill their need. <br />http://desonance.wordpress.com/2010/01/28/what-is-a-service-pt-1-2/ <br />Service DesignThe activity of planning and organizing people, infrastructure, communication and material components of a service, in order to improve its quality, the interaction between service provider and customers and the customer's experience. <br />http://en.wikipedia.org/wiki/Service_design<br />
  3. 3. Service design for me…<br />Forrest/Trees<br />Upstream<br />My journey<br />
  4. 4. The traditional distinctions between products and services are beginning to blur.Traditionally, a product was physical and discrete, somewhat tangible, something obviously demarcated in space and time. The designer's brief rarely encompassed more than the form of an object, and there's a well defined usage.  <br />But with Web 2.0  and  ubiquitous networking and the open standards it gives rise to, all is changing  fast: no longer can the designer of any product assume that it will stand on its own, autonomous and serenely uninvolved with the others. A product has become a node connecting to other both from a data and social perspectives.<br />Idris Mootee<br />Business Strategist & Innovation Specialist<br />Idea Couture<br />http://mootee.typepad.com/innovation_playground/2008/03/service-design.html <br />
  5. 5.
  6. 6. Which comes first?<br />
  7. 7. You can design a service but you cannot design an experience. Service designers can only stage or create favorable conditions for great customer experiences to happen.  <br />If the customer contributes to the “experience”, how do we co-create these experiences with them?  Stop using the word “service designer”, call them “experience architect” or “experiences co-creator”. <br />Idris Mootee<br />Business Strategist & Innovation Specialist<br />Idea Couture<br />http://mootee.typepad.com/innovation_playground/2008/03/service-design.html <br />
  8. 8. Role of a UX in Service Design?<br />
  9. 9. Service Design Tools<br />Emerging standards:<br /><ul><li>Customer Experience Map
  10. 10. Service Blueprint</li></ul>Common elements:<br /><ul><li>Story of the customer journey from their perspective
  11. 11. End-end lifecycle
  12. 12. Phases of the lifecycle
  13. 13. Actors involved
  14. 14. Over time
  15. 15. Across all touchpoints
  16. 16. Mapping to internal processes, systems and tools</li></ul>http://desonance.wordpress.com/2010/06/16/customer-experience-mapping/http://desonance.wordpress.com/2010/06/16/service-blueprinting/<br />
  17. 17. Customer experience maps<br />http://desonance.wordpress.com/2010/06/27/customer-experience-map-example-high-res/<br />
  18. 18. http://www.littlespringsdesign.com/blog/2010/Mar/improving-the-starbucks-experience/<br />
  19. 19. http://www.lebowco.com/product_services/shared_values.asp<br />
  20. 20. http://www.affectivedesign.org/archives/948<br />
  21. 21. Service Blueprints <br />http://www.adaptivepath.com/blog/2009/03/17/this-thursday-in-sf-service-design-panel-kicker-kickoff/<br />
  22. 22.
  23. 23. The Challenge<br />Mountain to climb<br />Pushing boulders up-hill<br />Herding cats<br />The Challenges…<br />
  24. 24. Communicating the visionBring the organisation together under the one vision<br />Song sheet<br />Communicating the vision<br />
  25. 25. Change managementDesigning a service requires changes to the business, not just the IxD and front end.<br />How do you design for the implementation of a service?<br />Orchestrating the difference parts of the organisation to create he desired service?<br />Is it more about change management and consulting that IxD<br />How does an UX/IxD get to play in the area of change management?<br />Orchestra?<br />Herding cats<br />Change management<br />
  26. 26. TimeService design is a long-term and ongoing activity.<br />Changes take time<br />As a consultant how do you stay involved for long haul?<br />Internally, how do you have the patience and maintain the enthusiasm over time?<br />Being able to design a service and and then follow through with the implementation.<br />Tanker change directions<br />Time<br />
  27. 27. Are we ready for this?Are we ready to tackle the bigger picture?<br />Are we established enough as a profession?<br />Should we just focus on what we’re good at – IxD?<br />Starters gun<br />Wild goose<br />Are we ready?<br />
  28. 28. Are we capable of this?Are we qualified as UX/IxDs?<br />Do our tools provides steps of how to implement a service? Not just steps 1-2-3, but steps 4-10?<br />Are we capable?<br />
  29. 29. Is it our responsibility?As user advocates are we responsible for following up on these issues?<br />Is our role just to create the vision?<br />Where does our responsibility end? Letting the birds leave the nest and fly?<br />Are we responsible?<br />
  30. 30. Do we deserve a seat at the big table?How do we get invited to the big table?<br />Can we do more than just pointing out problems?<br />Where does “Design Thinking” fit in? Is it our ticket?<br />Our ticket?<br />
  31. 31. Recommended reading<br />www.amazon.com/Subject-Change-Creating-Products-Uncertain/dp/0596516835<br />
  32. 32. Thank you<br />

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