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MOVING
FROM
USER-CENTRED
THINKING TO
SYSTEM
THINKING
Neil Turner
www.uxforthemasses.com
@neilturnerux
WHAT IS
USER-CENTRED
THINKING?
www.uxforthemasses.com | @neilturnerux
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
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
http://blogote.com/wp-content/uploads/2012/08/yes-baby-recruited.png
User-centred
design f***king
rocks man…
www.uxforthemasses.com | @neilturnerux
www.uxforthemasses.com | @neilturnerux
PLAY
www.uxforthemasses.com | @neilturnerux
PLAY
http://comaround.files.wordpress.com/2013/07/socila-network.jpg
www.uxforthemasses.com | @neilturnerux
Introducing system thinking… (and service design)
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
http://luxurytravel.info/wp-content/uploads/2012/06/family-vacation.jpg
Booking a summer holiday (the story)
www.uxforthemasses.com | @neilturnerux
The actors
www.uxforthemasses.com | @neilturnerux
Holidaymaker
Travel agents
Friends & family
Call centre staff
Website team
Mobile team
Marketing team
Other travellers
The interplay / relationships
www.uxforthemasses.com | @neilturnerux
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
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
SERVICE DESIGN TOOLS
www.uxforthemasses.com | @neilturnerux
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
http://servicedesigntools.org/sites/default/files/res_images/58299511_2bcff18db2_b.jpg
Example Flickr system map
www.uxforthemasses.com | @neilturnerux
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
At each stage of the customer’s journey…
www.uxforthemasses.com | @neilturnerux
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
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)
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
slideshare.net/neiljamesturner
uxforthemasses.com/presentations
Psst…
Want some
slides?
www.uxforthemasses.com | @neilturnerux

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Moving from user centred thinking to system thinking

Editor's Notes

  1. Open up to the audience – what is user-centred thinking?
  2. If we look at user-centred design Wikipedia (the fountain of all knowledge) defines user-centred design as…
  3. We carry out some design related stuff, could be research, actual design or getting feedback from users We think USERS, USERS, USERS
  4. Which is absolutely as it should be Don’t think I’m here to knock user-centred design as it’s not only great, it keeps me gainfully employed But it can sometimes be a little bit blinkered
  5. When we focus, focus, focus on the user it can often feel a little bit like this… https://www.youtube.com/watch?v=JkrGOhLJuhY We only see the user’s perspective and their side of the story We become so preoccupied with THE USER that we forget about all the other stuff that is going on We lose sight of the bigger picture…
  6. Of course we need to focus on the user, but we also need to consider the bigger picture We need to embrace the chaos and complexity of the real world so that we have something that feels more like this… https://www.youtube.com/watch?v=QYTqhmzROko
  7. Which is where system thinking and service design comes in… System thinking and service design is about looking at the bigger picture Its considering the wider eco-system that our users, product and service inhabit Its taking a holistic view, not just solely being focused on the user
  8. Because designing a product or service is a lot like writing a movie (bear with me) Think about a favourite movie, chances are there are lots of different characters, stories, locations, scenes and so on… As a filmmaker you have to think about all this different stuff going on and how it all fits together as a coherent story The same is exactly true of designing a great product or service You need to take a holistic view, consider all the different stuff going on and how it all fits together to deliver an exceptional user experience
  9. Lets take a family booking their summer holiday as an example This is a story that hopefully should be familiar to you Its one that I can also confidently talk about having spent the last 3 years working in travel
  10. If we take a purely user-centred thinking approach then surely we would pretty much only focus on our primary user – the holidaymakers But hang on, what about the other actors involved? What about the travel agents that provide advice, and guidance The friends and family that might recommend possible destinations The head office staff that provide the content for the holiday website Even within our holidaymaker family we’ve got different people to consider
  11. It’s worth also considering the different relationships in action that can impact the service A bit like the intertwining stories within a movie For example, a holiday maker might have separate dealing with a travel agent, call centre operator and website This sort of multi-channel experience is becoming increasingly prevalent They might read reviews and ratings online that other travelers have posted or ask friends & family for advice
  12. We should also consider the different touchpoints These can be viewed a bit like different scenes in a movie They show different points of contact that a user might have with a product or service For example, a holiday maker might use a brochure, open an email, visit a travel agent in the high street and so on…
  13. Finally we should consider the sequence of events Not just for one particular interaction, but holistically across the whole experience For example a mum might visit the high street to pick up some brochures Often we focus on just one of these interactions, perhaps searching for a holiday, or booking a holiday But if we are to provide a truly great user experience we need to take this more holistic view
  14. As I’ve mentioned service design expands on UCD to consider the wider people, infrastructure, communication and components that make up a service I thought that I would quickly run through 3 service design tools that can help with system thinking
  15. Tool number 1 is a system map Typically starting with your main customers in the middle Sketch out all the different actors and artefacts and map out the different relationships Can be useful to collaboratively create a system map Very useful for thinking about all the different elements in play The different touchpoints and the scope and nature of the product or service
  16. Can see system map very similar to a domain model For new products and services sometimes also called a concept map
  17. Sometimes called a customer experience map Shows the customers end to end journey, a bit like their scenes in a movie Might have multiple experience maps for different customers Can create an experience map for an existing service, or more usually for designing a new service
  18. At each step outline… Goal, touchpoint, activities, thinking, feeling, pain points, needs Try to focus on what customers do, not necessarily how they do it Good to create experience map with those close to the research and then validate with stakeholders
  19. Personas represent the different actors within your system They are fictional characters, but should be based on fact Personas can be used as design tool and to communicate information about your users Whilst UCD might typically only consider a few primary personas When expanded to the whole system will typically have more
  20. Service design is an emerging area Here are some useful books and online tools I’ll make sure the slides are online and send out the link to the group
  21. Hope you’ve found that useful If you only take one thing away then consider these words from wise cat Thank you…