Presentation given at UX Australia 2014 in Sydney by Iain Barker, Meld Studios. AUDIO of the talk is available here: http://uxaustralia.com.au/uxaustralia-2014/beyond-digital-presentation Description: Organisations are turning to people with design sensibilities to inform and lead significant changes within their businesses. UX practitioners have the necessary design sensibilities, but few are applying themselves to these new challenges. Iain Barker is co-founder and principal at Meld Studios. He spent 13 years working in the design of digital things before spending the last 7 years applying his skills to non-digital design challenges. In this presentation he shares his experiences, describes the challenges and opportunities, and provides guidance to help you get started on a similar journey. More details available over at the UX Australia site.

1. Beyond digital
UX to service design
Iain Barker (@iain_barker)
Principal, Meld Studios

2. 2
Applying yourself to the…
…conscious, joined up and
human-centred design of
things of an organisational
scale, consequence or
complexity.

3. 1993 ’94 ’95 ’96 ’97 ’98 ’99 2000 ’01 ’02 ’03 ’04 ’05 ’06 ’07 ’08 ’09 ’10 ’11 ’12 ’13 2014
Beyond digital
Digital
My story.
3

4. 1.What is “beyond digital”?
2.Why a design approach?
3.Common challenges
Structure.
4

5. !UX = Digital
(it doesn’t have to be this way)
5

6. 6
And what’s wrong with that?
We are unnecessarily
limiting the potential
impact we can have if we
constrain ourselves to just
digital channels

7. 7
Project 1:
Help us improve the
lives of people in their
70s, 80s & 90s.

8. 8
Project 2:
Help us redesign the
criminal justice system

9. 9
Project 3:
Help us create new
service models at the
library

10. How we work…
• Contextual research
• Analysis and synthesis
• Identify insights and opportunities
• Multi-disciplinary teams
• Open to change
• Iteratively prototype, test and refine ideas
• Articulate a vision
• …
10

11. Different challenges
• Unfamiliar domains
• Designing things we’ve never designed before
• Very senior stakeholders
• Highly ambiguous briefs
• Collaborative voyages of discovery
• Outputs are very different
• It is not just about users
• …
11

12. touchpoints
Key moments in the interaction
between organisation and customer
external
experiences
What the customer takes away
from the interaction(s)
interactions
How and where the organisation
and the customer meet
internal
systems
Technology and infrastructure
that a company relies upon to operate
channels
Medium with which the organisation
communicates with their customers
process
Ways of working. The policies that
guide how the business is run
12

13. 13
touchpoints
Key moments in the interaction
between organisation and customer
external
experiences
What the customer takes away
from the interaction(s)
interactions
How and where the organisation
and the customer meet
internal
systems
Technology and infrastructure
that a company relies upon to operate
channels
Medium with which the
organisation
communicates with their customers
process
Ways of working. The policies that
guide how the business is run

14. 14
touchpoints
Key moments in the interaction
between organisation and customer
external
experiences
What the customer takes away
from the interaction(s)
interactions
How and where the organisation
and the customer meet
internal
systems
Technology and infrastructure
that a company relies upon to operate
channels
Medium with which the organisation
communicates with their customers
process
Ways of working. The policies that
guide how the business is run

15. 15
touchpoints
Key moments in the interaction
between organisation and customer
external
experiences
What the customer takes away
from the interaction(s)
interactions
How and where the organisation
and the customer meet
internal
systems
Technology and infrastructure
that a company relies upon to operate
channels
Medium with which the organisation
communicates with their customers
process
Ways of working. The policies that
guide how the business is run

16. 16
touchpoints
Key moments in the interaction
between organisation and customer
external
experiences
What the customer takes away
from the interaction(s)
interactions
How and where the organisation
and the customer meet
internal
systems
Technology and infrastructure
that a company relies upon to operate
channels
Medium with which the organisation
communicates with their customers
process
Ways of working. The policies that
guide how the business is run

17. Organisations are often the problem.
Most organisations struggle
when it comes to
consciously designing
joined-up services of scale

18. 18
“Services created in silos are experienced in bits”
Executive
Silos,
business
units,
channels, etc
Designed
experiences

19. 19
We break the connection
between an idea and an
owner – thus removing ego

20. 20
We help organisations
understand and
communicate things of
complexity before they are
built

21. 21

22. 22

23. 23
Comprehensive
vision
Prototypes and
detailed design
briefs
Common outputs.
Roadmap

24. 24
Understanding design
process and underlying
intent, not mastery of
specific activities
Challenge 1:

25. 25
Deep trust in the value and
legitimacy of a design
approach
Challenge 2:

26. 26
Challenge 3:
Designing outside of
rectangles

27. 27
Challenge 4:
Having the endurance,
tenacity & robustness
to work at scale

28. Thank you
Iain Barker
Principal, Meld Studios
@iain_barker
iain@meldstudios.com.au

29. 29
Join us for a chat. First Friday of every month
From 4pm
Friday 5th September
3/93 Bathurst St

30. Thank you
Iain Barker
Principal, Meld Studios
@iain_barker
iain@meldstudios.com.au