Design To Make a Difference: Beyond UX Unicorns to the 5 Layers of Service Architecture

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UXCamp Ottawa 2013 talk sharing how to do design that makes a difference, especially in government and the public sector. Introduces service architecture framework to help designers and public servants think about larger service delivery system beyond the direct service experience.

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Design To Make a Difference: Beyond UX Unicorns to the 5 Layers of Service Architecture

  1. 1. THE 5 LAYERS OF SERVICE ARCHITECTURE Jess McMullin | The Centre for Citizen Experience | @jessmcmullin | jess@ctzn.ca
  2. 2. DESIGN TO MAKE A DIFFERENCE: BEYOND UX UNICORNS Jess McMullin | The Centre for Citizen Experience | @jessmcmullin | jess@ctzn.ca
  3. 3. THANKS FOR HAVING ME BACK :)!
  4. 4. COOL THINGS ARE HAPPENING!
  5. 5. THREE THINGS
  6. 6. DESIGN TO MAKE A DIFFERENCE BEYOND UX UNICORNS A SIMPLE, PRACTICAL TOOL
  7. 7. DESIGN TO MAKE A DIFFERENCE
  8. 8. WHAT KIND OF DIFFERENCE?
  9. 9. MEANINGFUL TO USERS VALUABLE TO ORGANIZATION IT SHIPS
  10. 10. HUMAN-CENTRED DESIGN
  11. 11. FOCUS ON PEOPLE ALL ELSE WILL FOLLOW
  12. 12. FOCUS ON PEOPLE ALL ELSE MIGHT FOLLOW
  13. 13. SO MAYBE WE NEED MORE THAN UX. MAYBE WE NEED TO BECOME UX UNICORNS…
  14. 14. OR MAYBE NOT…
  15. 15. BEYOND UX UNICORNS
  16. 16. WHAT’S A UX UNICORN?
  17. 17. WHO IS A UX UNICORN?
  18. 18. Thanks Steve Truong! @estebanated
  19. 19. Org Product Strategy Management UX ? Sphinx UX Design Develop UX Unicorn
  20. 20. DESIGN SPECIALISTS
  21. 21. + DESIGN SPECIALISTS Photo Ahmed Essmat CC:BY http://www.flickr.com/photos/ahmed_essmat/5673205089 Photo topher618 CC:BY http://www.flickr.com/photos/chrisrsnyder/2375219110
  22. 22. HOW CAN WE THINK LIKE A SPHINX?
  23. 23. BUSINESS FLUENCY
  24. 24. CONCEPTUAL FLUENCY
  25. 25. CULTURAL FLUENCY
  26. 26. A SIMPLE, PRACTICAL TOOL
  27. 27. THE SERVICE ARCHITECTURE FRAMEWORK
  28. 28. ALEX MACLENNAN (LAST 18 MONTHS)
  29. 29. BLAISE HEBERT (FRIDAY!)
  30. 30. 5 LAYERS
  31. 31. Service Architecture Framework
  32. 32. Photo: Paul Stevenson CC:BY http://www.flickr.com/photos/pss/4876189045
  33. 33. INTERFACE
  34. 34. OPERATIONS
  35. 35. POLICY+STRATEGY
  36. 36. ORG STRUCTURE+INCENTIVES
  37. 37. LEGISLATION & REGULATION
  38. 38. Service Architecture Framework
  39. 39. Service Architecture Mapping
  40. 40. PRESTO IS GREAT, BUT…
  41. 41. HEALTHCARE.GOV
  42. 42. LANDLORDS & TENANTS
  43. 43. RESIDENTIAL TENANCY ACT http://www.bclaws.ca/Recon/document/ID/freeside/00_02078_01
  44. 44. THE ACT DOESN’T SAY ANYTHING ABOUT IT
  45. 45. POLICY CONFUSION
  46. 46. SERVICE ARCHITECTURE ALIGNMENT
  47. 47. SERVICE ARCHITECTURE CONNECTIONS
  48. 48. ALIGNING POLICY TO SERVICE DELIVERY
  49. 49. Service Delivery Drives Outcomes ALIGNING SERVICES & POLICY TO OUTCOMES
  50. 50. SO…
  51. 51. DIFFERENCE MEANS CHANGE…
  52. 52. THIS NEEDS UX SPHINXES
  53. 53. SERVICE ARCHITECTURE HELPS…
  54. 54. NAVIGATE CHANGE Photo: Kevin Cole CC:BY http://www.flickr.com/photos/kevcole/3008821023
  55. 55. FINDING SPHINXES…
  56. 56. WHERE ARE THE SPHINXES IN GOVERNMENT?
  57. 57. I NEED YOUR HELP FOR THIS LAST STORY…
  58. 58. PLEASE GET OUT YOUR MOBILE PHONE
  59. 59. 1… 2… 3…
  60. 60. Thanks @brendamontreal for the great photo of a great moment!
  61. 61. Photo: Nimish Gogri CC:BY http://www.flickr.com/photos/gogri/7927333264
  62. 62. THANK YOU! MERCI BEAUCOUP!
  63. 63. Jess McMullin Centre for Citizen Experience Jess AT ctzn DOT ca citizenexperience.com (.org coming soon!) twitter.com/jessmcmullin
  64. 64. Many thanks to the following great folks who helped make this talk better. »  »  »  »  »  »  Alex MacLennan Blaise Hebert Laura Wesley Russ Unger & Shay Howe Cornelius Rachieru & Tanya Snook & the UXCamp Crew! All the great Flickr users who shared Creative Commons photos! ACKNOWLEDGEMENTS

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