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Service design 2016 conference sharing
The document discusses the themes of trust and personalized services in service design, highlighting the importance of transparency and co-designing with diverse stakeholders, especially those with accessibility needs. It emphasizes building trust through empathy and public roadmaps, while utilizing war rooms for collaborative project work. Recommendations include promoting inclusiveness, demonstrating transparency, and removing barriers to personalization.
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Service design 2016 conference sharing
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- 2. Themes • Trust &personalised services • Co-designing • War rooms
- 3. Trust & personalisedservices
- 4. Trust & personalisedservices
- 5. Post-millennials • 6% trustbig corporations • 1 in 10 trust the government • … yet 92% believe helping others is important trust big corporations trust don't
- 6. Demographic of 1 •Ultimate in personalisation • Powered by data + analytics UX for informed consent – https://www.smashingmagazine.com/2016/03/privacy-for-personalization/
- 7. Transparency + •70% of 20 – 40 year-olds feel businesses aren’t transparent enough* • Be explicit with personal data, be nice • Transition states * 2014 survey of 2,012 consumers in USA & UK - https://newsroom.accenture.com/news/eighty-percent-of-consumers-believe- total-data-privacy-no-longer-exists-accenture-survey-finds.htm
- 8. Build trust • Empathy •Public roadmaps - http://blog.frontapp.com/2015/04/02/why-we- made-our-roadmap-public-and-how-to-build-your-own/ • Co-designing activities Highrise doesn’t have a roadmap - https://m.signalvnoise.com/if-we-had-a-roadmap-8e10b7bb5e23#.r6l6kloux Image: http://ventureburn.com/2015/08/building-merchant-consumer-trust-vital-ecommerce-success/
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- 10. Co-designing • Inclusive • Researchinsights from people with accessibility needs • Consistency of service = repeatability • Authentic • Collaborative
- 11. Co-design to • Avoidbuilding wrong things • Maintain buy-in • Iterate quicker Image: https://mattkremer.com/how-to-iterate-quickly-15-features-in-15-days/
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- 13. Why a warroom?
- 14. How war roomshelp • Large walls to utilise spatial memory • Dedicated to projects • Build shared understanding • Vertical campfires - https://gds.blog.gov.uk/2014/09/03/vertical-campfires- our-user-research-walls/ Image: http://www.flockology.com/2012/01/feeding-the-campfiredeveloping-a-content-strategy-for-your-marketing-efforts.html
- 15. Recommendations • More inclusivenessand co-design opportunities Image: http://www.topmba.com/blog/your-mba-recommendation-letter-choose-wisely
- 16. action verb +ing+ with accessibility needs People + with a disability vs
- 18. Recommendations • Inclusive bydefault and co-design for better change • Demonstrate transparency & build trust • Remove barriers to personalisation • Establish war rooms Image: http://www.topmba.com/blog/your-mba-recommendation-letter-choose-wisely
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Editor's Notes
- #2 Hi everyone. I picked up on a few themes at the Service Design Conference last month, that I’d like to share with you, along with the handful of recommendations that could be applied to Deakin University, the Library and elsewhere. There’s a comprehensive report on the wiki via http://j.mp/servicedesign2016 and I’ll show this link again at the end.
- #3 Trust & personalised services Co-designing War rooms These 3 themes were reinforced in several presentations throughout the conference. They are also the themes in my recommendations.
- #4 Trust and personalisation were covered in depth in the opening presentation.
- #5 Andy Polaine drew many analogies between digital services and Downton Abbey, which epitomises both: services with manners; and the ultimate in personalised services. Trunk Club - Personal Stylists for Men and Women. Never shop for clothes again. Your expert stylist will find premium clothes to fit your style, budget, and existing wardrobe. However, our users (or customers) aren’t early 20th century aristocrats.
- #6 A study on post-millennials has found that: 6% trust big corporations – vs 60% of adults! Only 1 in 10 of them trust the government And the vast majority feel that helping others is important. This is evident in many of our own research participants who partake because they genuinely want to help make Deakin services better. They are also the most diverse generation to date. It seems like everyone is unique.
- #7 So to deliver the ultimate in personalised services, to serve all these unique individuals in a demographic of 1, services need to be powered by data (especially big data) and analytics. This diagram I’ve pulled from Smashing Magazine presents an onboarding workflow for a user/customer transitioning from generic to personalised service. Steps therein include collecting and storing personal data. Q: Do our users trust us to respect their privacy? How do we build trust? We start with transparency and friendliness.
- #8 70% of respondents believe businesses aren’t transparent about how their information is being used. We combat this by being explicit with everything we do with personal data, and by being nice. Ensure the intent of a data exchange is upfront, friendly and clear. In particular, be transparent about service transition states. Users shouldn’t be asking Am I still in a Deakin environment? Why am I no longer recognised when I logged in just seconds ago? Transparency builds trust.
- #9 And trust is the foundation of customer-service relationships. In service design, typical ways to build trust include: Develop and apply empathy – do research with users; then from insight, stakeholders can walk in the shoes of customers. Most organisations have service and product roadmaps but the brands that made their roadmaps public are actively building trust with their customers. Trust also stems from co-design activities – facilitating and participating in them.
- #10 Or participatory design, is an approach to design attempting to actively involve all stakeholders (e.g. employees, partners, customers, citizens, end users) in the design process to help ensure the result meets their needs and is usable. … In participatory design, participants (putative, potential or future) are invited to cooperate with designers, researchers and developers during an innovation process. Potentially, they participate during several stages of an innovation process: they participate during the initial exploration and problem definition both to help define the problem and to focus ideas for solution, and during development, they help evaluate proposed solutions.
- #11 Involving all stakeholders means being inclusive. We know extra effort required to conduct inclusive research pays off. We consistently obtain richer insights from listening to accessibility needs (NOT People with a disability). Alexandra Almond (PTVic) gave this tip for designing inclusively: make consistency a priority; fixing consistency issues remove pain points and roadblocks. By involving real customers/users, we maintain authenticity in our designs. Co-design activities are collaborative in the sense that people are working together towards a common goal, at the same time & in the same space.
- #12 Co-designing doesn’t guarantee design work, but it helps toward building the right things from the outset. It also helps maintain buy-in from #1 stakeholders, and Decreases turn-around times on iterations of mock-ups, prototypes, etc. A great place for research artefacts and these “design deliverables” is on the walls in a war room!
- #13 War room is a fancy name for a physical work space dedicated to projects. Several presentations discussed using such spaces to tackle complex design challenges. Why do we need war rooms and how do they help?
- #14 My favourite mention of a war room, pictured in this slide, is when looking at a 12-meter long journey map full of research conducted for the Queensland Building and Construction Commission (QBCC). The use of such a large space helped the QBCC identify the true cause of problems they were facing in becoming customer focussed. “To solve a complex design problem, you need to track lots of moving parts.”
- #15 We’re human: Short term memory is weak; Spatial memory is our strength. And physical ideas are easier to manipulate than digital ones. Remove war rooms from scheduling calendars to avoid irrelevant meetings being held there. They only work as project spaces, and they work equally well for both short term and long-term projects. Everyone in a war room is on the same page. Vertical surfaces provide a workspace for shared understanding. War rooms are one of my recommendations.
- #16 We continue to build and buy 3rd party services that are inaccessible by default. So far we are inclusive only by chance, rather than by design. I recommend both Deakin and our 3rd party vendors adopt a mindset where we aim to be inclusive and co-design from the get go, instead of as an afterthought or by luck.
- #17 Wording is one area we can easily iterate and improve upon. The phrasing used by Alexandra Almond (PTVic) aims to focus on the action verb +ing + with accessibility needs.
- #18 For instance, retitling “Students with a disability” along the lines of Studying with accessibility needs shifts the focus from discriminating against people to how our services help accomplish tasks. http://www.deakin.edu.au/library/about/students-with-a-disability
- #19 Inclusive by default is my first recommendation. Next, co-designing aids informed, involved and iterative changes. A useful strategy for minimising and mitigating effects of change aversion. Using co-design and tools like public roadmaps (e.g. for Library Search) we can demonstrate transparency and build trust in our services. I recommend establishing workflows for transitioning customers/users from generic to personalised services. My final recommendation is to establish war rooms dedicated to projects, at least at this campus. Wall surfaces in an office area to pin up research artefacts, design paraphernalia, work on developing empathy, having design conversations, role-play, and facilitating workshops.
- #20 Thanks for listening. I’ve covered what is relevant to services that Deakin provides and that we all contribute to. Several of us will be interested in details from sessions I haven’t mentioned. So check out the wiki report, skim for topics like metadata, open source, public APIs, play, designing services for enterprise and more. The wiki is a great jumping off point for further discussion and there’s our ux Slack channel too. Thank you and over to you for questions.