As a designer, you’ll be familiar with creating delightful experiences that people love. But have you ever been asked to create a delightful experience that really shouldn’t be? Something as pedestrian as taking out the bins every night? What about retrieving a death certificate, paying a fine, or renewing your driver's license? For many people, completing these tasks can be painful and serve to make your life more difficult that it needs to be

1. Designing
experiences
nobody cares
about
27 August 2015
studiothick.com @studiothick

2. Thick value is genuine value
that's generated without
causing economic harm to
people or the planet.
Umair Haque.

3. 5% of our total
revenue goes to
Founding
Australian

4. Health,
Environment,
Education,
Public Service,
Giving
—for good

5. We measure
our success by
our impact

6. Uncool design

7. Designing experiences
nobody cares about

8. Prototyping an
inclusive, end-to-end
service

12. iPad
#1
12%
iMac #3
15%
iMac #4
16%
iPad
#2
9.4%
iMac #1
13%
iMac #2
20%
Printer 1
10%Printer 2
4.3%
power rule maker irritating
need to comply fragmented
complicated frustrating fear
confusing red tape impersonal
Page 105 / January 30, 2015
Eye tracking
Where the customer looked
Click tracking
Where the customer clicked
Heatmaps
These two heatmaps demonstrate
that the search box received the most
attention from visitors.
The ‘All Transactions’ tab was not
clicked very often; very few customers
were interested. Eye tracking shows
customers scrolled past the search box,
indicating ‘Popular transactions’ was
seen by a majority.
ing
on
ternal
ain
load
ared
engine
ll
VGCSC
Mapshare
Payments
Maxi
Onform
Vicroads
Load time
Example sites
Loadtime(ms)
Date

14. “Victorian Government
is fragmented and
things are no one’s
responsibility.”
- Jeremias, 36
“I expect everything
with the government
to be hard. Applying
for a job with
government is hard,
the ATO is hard, I
knew this [getting a
licence] would be the
same.”
- Bobby-Rose, 21
“A great experience
would be that you go
in and get it sorted
out, that’s all.”
- Elizabeth, 55
“I can use it on my
phone, because I
don’t have a computer
where I’m living at
the moment. I’m with
my grandma. She’s
not going to buy a
computer because
she’s too old to
change. A lot of older
people just aren’t
going to get on board
with that.”
- Callum, 18
“They deal with a broad
range of people, but
don’t realise what’s on
the other end of the
phone.”
– Nicole, 40
“I have just had a
cataract done and
the last two months
I’ve been staggering
around—I can see at
a distance, but reading
is no good.”
- Barbara, 79

15. orian Government
gmented and
gs are no one’s
onsibility.”
mias, 36
ect everything
the government
e hard. Applying
“A great experience
would be that you go
in and get it sorted
out, that’s all.”
- Elizabeth, 55
“I can use it on my
phone, because I
don’t have a computer
“They deal w
range of pe
don’t realis
the other e
phone.”
– Nicole, 40
“I have just h
cataract do

16. People don’t care how government works, just
that it works.
People want government to be a silent partner.
People don’t hold government
to the same standard as private sector.
Take outs

17. Transactions can happen when life is emotional
and stressful.
Most people think government transactions are
targeted at mainstream citizens.
Certainty and confidence are critical factors in
almost all circumstances.
Take outs

18. People take the path of
least resistance,
every time
Take outs

19. Sometimes your job is
to make services or
systems invisible
Take outs

20. What can you do to
bring this into your
work, next week?

21. Get out there.
Research to build
empathy, inspire
good decisions
and improve
experiences.

22. Statistics are
used much like a
drunk uses a
lamppost: for
support, not for
illumination
— Vin Scully
Research is

23. Design for the
marginalised and
everyone benefits

24. Take accessibility seriously

25. Clarity, focus and
flow trump fancy.
Every time.

26. It is your responsibility
as a UX Designer to
design without ego

27. Discuss

28. Adam Angela
Co-founder,
Creative Director
adam@studiothick.com
@monsieurmorris
Service Design Lead
angela@studiothick.com
@_angela_1