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Moving from user centred thinking to system thinking

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User-centred thinking has done the design community proud. However, whilst its laser beam focus on the user is an undoubted strength, it does sometimes mean that the wider user eco-system is not always considered. I'm going to introduce system thinking (also known as service design). System thinking is a way to not only consider the user but the wider system in which a user interacts with a service or product. Think of it as user-centred design 2.0!

This is a presentation that I gave at a SynchHerts meetup (http://www.meetup.com/SyncHerts/) on 7th Aug 2014.

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Moving from user centred thinking to system thinking

  1. 1. MOVING FROM USER-CENTRED THINKING TO SYSTEM THINKING Neil Turner www.uxforthemasses.com @neilturnerux
  2. 2. WHAT IS USER-CENTRED THINKING? www.uxforthemasses.com | @neilturnerux
  3. 3. www.uxforthemasses.com | @neilturnerux “Needs, wants, and limitations of end users of a product, or service are given extensive attention at each stage of the design process” Wikipedia
  4. 4. User-centred product or service Some design related stuff More design related stuff… Even more design related stuff… User centred design www.uxforthemasses.com | @neilturnerux
  5. 5. http://blogote.com/wp-content/uploads/2012/08/yes-baby-recruited.png User-centred design f***king rocks man… www.uxforthemasses.com | @neilturnerux
  6. 6. www.uxforthemasses.com | @neilturnerux PLAY
  7. 7. www.uxforthemasses.com | @neilturnerux PLAY
  8. 8. http://comaround.files.wordpress.com/2013/07/socila-network.jpg www.uxforthemasses.com | @neilturnerux Introducing system thinking… (and service design)
  9. 9. http://ak9.picdn.net/shutterstock/videos/6548240/preview/stock-footage-clapper-board-on-green-screen.jpg A lot like the movies (bear with me) www.uxforthemasses.com | @neilturnerux
  10. 10. http://luxurytravel.info/wp-content/uploads/2012/06/family-vacation.jpg Booking a summer holiday (the story) www.uxforthemasses.com | @neilturnerux
  11. 11. The actors www.uxforthemasses.com | @neilturnerux
  12. 12. Holidaymaker Travel agents Friends & family Call centre staff Website team Mobile team Marketing team Other travellers The interplay / relationships www.uxforthemasses.com | @neilturnerux
  13. 13. Print advertising Mobile site / app Brochure Travel agent 3rd party travel agent Travel website Telephone Website Email The scenes / Touchpoints TV advert www.uxforthemasses.com | @neilturnerux
  14. 14. Highstreet Website Mobile site Telephone Brochure Pick up brochures Browse holidays Search holidays Shortlist holidays Book holiday Get holiday money Ask query The sequence of events www.uxforthemasses.com | @neilturnerux
  15. 15. SERVICE DESIGN TOOLS www.uxforthemasses.com | @neilturnerux
  16. 16. http://4.bp.blogspot.com/-EI6F83SS6JY/TvGoJc97fLI/AAAAAAAAAU0/XBMBRuG-McI/s1600/MBA_Helen_services.jpg A system map visually shows the different actors and artefacts, and the relationships between them. www.uxforthemasses.com | @neilturnerux System map
  17. 17. http://servicedesigntools.org/sites/default/files/res_images/58299511_2bcff18db2_b.jpg Example Flickr system map www.uxforthemasses.com | @neilturnerux
  18. 18. www.uxforthemasses.com | @neilturnerux Experience map An experience map shows a customer’s end to end journey across multiple touchpoints in the pursuit of a goal
  19. 19. At each stage of the customer’s journey… www.uxforthemasses.com | @neilturnerux
  20. 20. http://hello.boagworld.com/wp-content/uploads/2010/11/personas1.png www.uxforthemasses.com | @neilturnerux Personas are fictional characters that represent the different actors within a system. They are fictional but should be based on fact. Personas
  21. 21. Some service design resources www.servicedesigntoolkit.orgwww.servicedesigntools.org http://library.ac4d.com Service Design - From Insight to Implementation (Book) www.uxforthemasses.com | @neilturnerux Adaptive Path’s guide to experience mapping (free eBook)
  22. 22. http://www.retreatbyrandomhouse.ca/wp-content/uploads/2012/07/Cat-reading1.jpg “In an increasingly complex world we must take a holistic view to create truly exception user experiences. Meow” A very wise cat www.uxforthemasses.com | @neilturnerux
  23. 23. slideshare.net/neiljamesturner uxforthemasses.com/presentations Psst… Want some slides? www.uxforthemasses.com | @neilturnerux

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