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Designing Impactful Services and User Experience - Lim Wee Khee
- 1. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 1 Designing Impactful Services & User Experience Lim Wee Khee Chief, Digital Innovation & Design NUS-ISS
- 2. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 2 3 © National University of Singapore Singapore Hello from Singapore! 4 © National University of Singapore Singapore LIM WEE KHEE Chief, Digital Innovation & Design Practice NUS-ISS EXPERTISE APAC Leadership (MNCs) Learning Experience Design Customer Experience Service Design Digital Marketing Ecommerce Customer Acquisition, Activation & Engagement INDUSTRY Education Ecommerce B2B Tourism Consumer Electronics Telecommunications
- 3. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 3 5 © National University of Singapore Designing Impactful Services & User Experience 6 © National University of Singapore A New Type Of Consumer Today… Consumer Consumer Tech Savvy with information access Tech Savvy with information access Digital / Physical Integration Digital / Physical Integration Influential & is influenced Influential & is influenced Engaging Collaborative Engaging Collaborative Experiential Creator Experiential Creator Customers are empowered by digital services and accessible information. A myriad of options allow them to take control of their experiences more easily than before.
- 4. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 4 7 © National University of Singapore Empowered Consumer Demands More Control Choices Convenience Personalisation Authenticity Privacy Security Experience 8 © National University of Singapore Singapore Every industry is becoming a Service Industry... ~ Kate Tarling ” “
- 5. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 5 9 © National University of Singapore Products & Services Are Digital 10 © National University of Singapore Sensory & Atmospheric Environment Visual Identity - Logos, Ads, Representation; Sound / Sonic Identity Smell, Touch Digital Service Interaction Eg. Service experience, Website & mobile User experience Physical interaction Eg. Staff engagement, face-to-face service, events, exhibitions Communications Eg. How organisation ‘talk’, tone, style, content, messenger Shared Experiences Eg. Customer to customer discussions, Community, Forums, word-of-mouth, reviews Views from Influencers Eg. Media, bloggers, Stakeholder groups Customer Every Interaction Influences Customer Experience
- 6. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 6 11 © National University of Singapore Experiences are Shaped By Perceptions Perceptions are shaped by How a customer feels across all their experiences and interactions with you = Your Brand Functional Experiences Emotional Experiences Social Opinions 12 © National University of Singapore Example Communicating Value & Managing Perception
- 7. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 7 13 © National University of Singapore Synchronised End-To-End Experience Individual Products • Services/ Solutions • Support • Ease of use (UX) • Education • Resources • Platforms Customer Experience • All touchpoints • Owned/Paid/Earned • Community /Social Media, Forums, Websites 14 © National University of Singapore Designing Impactful Services & User Experience 1. Derive Deep User Insights 2. Design with Intent 3. Demonstrate, Test & Iterate 4. Decide with Data 5. Direct Actions & Change
- 8. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 8 15 © National University of Singapore Designing Impactful Services & User Experience 1. Derive deep User Insights 2. Design with Intent 3. Demonstrate, Test & Iterate 4. Decide with Data 5. Direct Actions & Change 16 © National University of Singapore “…understand and feel what other person is experiencing…” “…see things from another person’s perspective…” “…putting yourself in someone’s position and feeling what they are feeling…”
- 9. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 9 17 © National University of Singapore Empathy For Your Customers Motivation Desires Views / Perceptions Pain Points Needs Emotions Understanding your customers through various qualitative research methods 18 © National University of Singapore Conversations With Users Insights Insights Insights Derive Deep Insights from Users
- 10. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 10 19 © National University of Singapore Getting Insights Through Research Uncover new opportunities for innovation Validate new value proposition Inform product or marketing strategy Observations Immerse In-Depth Interviews 20 © National University of Singapore Uncover Customers’ True Needs Aspirational (Motivates / Inspires) Emotional (Feels good, delightful) Functional (Do what it is supposed to do well) Reduce Effort Avoid hassles Reduce Risk Reduce Errors Reduce Costs Affiliation, Belonging Motivation, Social Impact Faster Easier Better Variety Organised Connected Reduce Anxiety Provide Assurance Fun, Attractive, Nostalgic, Therapeutic, Status, Access, Rewards
- 11. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 11 21 © National University of Singapore Example : Travel Insurance Insurance Purchased Via Online channel 22 © National University of Singapore Designing Impactful Services & User Experience 1. Derive deep User Insights 2. Design with Intent 3. Demonstrate, Test & Iterate 4. Decide with Data 5. Direct Actions & Change
- 12. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 12 23 © National University of Singapore Service Design CX UX UI What Is The Difference? 24 © National University of Singapore Example : Restaurant UI & UX Customer Experience (CX) Service Design
- 13. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 13 25 © National University of Singapore Know What You Are Designing For 26 © National University of Singapore Leverage On Design Principles Visualisation Multi- disciplinary Expertise Collaborations Iterative Treats time as a material Image sources : Pixabay License, free for commercial use, no attribution required
- 14. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 14 27 © National University of Singapore Value Of Design Thinking Approach Human- Centered Desirability Solving real problems Focus & Speed Iterate De-risking Test & Validate Leverage on Structured process, tools and methods 28 © National University of Singapore Example : Hotel Booking Apps Search Consider / Shortlist Queries Book Confirm- ation Changes Re-book Findability Saved List In-App Messages Upcoming Trips in 1 place Ease of updates. History, rewards Journey
- 15. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 15 29 © National University of Singapore Example : Nudges Shopping Apps & Health Apps 30 © National University of Singapore Example : Nudges Source : https://www.csc.gov.sg/docs/default-source/ethos/ethos17.pdf LTA – Pay Road Tax On Time (Social Norm) HPB – Eat Healthy (Heuristics) NEA – Choose environmentally friendly option (rule-of-thumb heuristics) Appeal to Social Norms
- 16. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 16 31 © National University of Singapore Example : Sludge Customer Issue : Missing items in delivery Waiting for refund 32 © National University of Singapore Sludge For Better? Source : https://www.channelnewsasia.com/singapore/dbs-ocbc-uob-money-lock-digivault-digital-funds-transfer-scams-singapore-3826756
- 17. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 17 33 © National University of Singapore Designing Impactful Services & User Experience 1. Derive deep User Insights 2. Design with Intent 3. Demonstrate, Test & Iterate 4. Decide with Data 5. Direct Actions & Change 34 © National University of Singapore Demonstrate Your Idea
- 18. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 18 35 © National University of Singapore Online Prototyping PK Virtual Prototyping via Miro 36 © National University of Singapore Example - MIRO Source: https://foundationinc.co/lab/miro-product-growth MIRO - Digital Whiteboard • Visual workspace for collaboration • Global network 35 million users, 130,000 clients • 100+ App Integrations (eg Teams, Zoom, Google Workplace) • 300+ templates – sort by teams, use cases, techniques
- 19. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 19 37 © National University of Singapore Continuous Product Iterations • Creative Ideation & Brainstorming • Remote-Hybrid Workshops • Concept map and Diagram Creation • Agile Project Management • Product Design • Flow Charting • User Experience & Design • Tech Stack Integration Example – Parents Gateway Source : https://www.psd.gov.sg/challenge/ideas/feature/parents-gateway-a-smoother-transition- to-primary-1 https://oecd-opsi.org/innovations/parents-gateway/ https://www.tech.gov.sg/media/technews/behind-the-scenes-look-at-the-parents-gateway-app
- 20. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 20 39 © National University of Singapore Tap on Community Design4Impact (D4I) is an open innovation platform for social minded innovators to come together to pick up user-centred research and design thinking capabilities, and be connected to resources, funding and networks to co-create sustainable community-owned solutions. 40 © National University of Singapore Designing Impactful Services & User Experience 1. Derive deep User Insights 2. Design with Intent 3. Demonstrate, Test & Iterate 4. Decide with Data 5. Direct Actions & Change
- 21. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 21 41 © National University of Singapore Analyse Multiple Sources of Data For Decision Making Qualitative Data • User research • User Feedback • NPS / user feedback • Sentiments • Social Media Analytics & listening • Brand preference Quantitative Data • Web / App Analytics • Number of downloads • Number of Active Users • Behavioural Data • Interaction Data Business Impact • Financials – revenue, costs, order value etc • User base • User acquisition, engagement & retention Examples 42 © National University of Singapore Example : Ecommerce
- 22. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 22 43 © National University of Singapore Example : TikTok Consumers – For You Page • Intuitive User Interface • Algorithm – Deep User Understanding from behaviours & user interactions • Predicts the videos that will pique a viewer’s interest, Experiment, Test & Iterate • Usage - Search Engine & Product Recommendation • Educational & Entertaining Creators – Ease of Creation & Audience • Music integration – fuel music viral trends • Creative tools – filters, effects, overlays reduce barrier to production • Encourages experimentation • Audience - Every video gets served at least once • Authenticity & engagement • Provides Value to Users Short Form Video Shareability UGC & Community 1.218 Bil Monthly Active Users (Statista Oct 2023) Data Source : https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/ Example : Singpass Source : https://apps.apple.com/us/app/singpass/id1340660807
- 23. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 23 45 © National University of Singapore Designing Impactful Services & User Experience 1. Derive deep User Insights 2. Design with Intent 3. Demonstrate, Test & Iterate 4. Decide with Data 5. Direct Actions & Change 46 © National University of Singapore Why Do Your Customers Call
- 24. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 24 47 © National University of Singapore Driving Actions SHORT TERM • Going Beyond Case-by-Case Resolution • Uncovering customer experience & problem areas • Identifying Root Causes • Taking Immediate Actions LONG TERM • Identifying Trends & Opportunities • Creating new Policies • Creating new Processes • Implementing new Technologies • Changing structure, incentives, ways of working 48 © National University of Singapore Customer Service – Tip of Ice Berg
- 25. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 25 49 © National University of Singapore Beyond Customer Service Behind-The Scenes 50 © National University of Singapore Government - Life-Event Based Service Delivery
- 26. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 26 51 © National University of Singapore Example – Life SG Service Journeys : • Register childbirth • Apply for baby bonus • Buy a HDB flat • Upgrade skills 52 © National University of Singapore Working Behind-The-Scenes Mindset Change & Collaboration
- 27. Designing Impactful Services & User Experience NUS-ISS Virtual Learning Festival 27 53 © National University of Singapore Derive Deep User Insights Decide with Data Demonstrate Test & Iterate Direct Actions & Change Design with Intent Designing Impactful Services & User Experience facebook.com/iss.nus instagram.com/iss.nus youtube.com/@nus-iss linkedin.com/company/iss_nus www.iss.nus.edu.sg Thank you