Design the right thing, then design the thing right - Ben Stewart - UX Café May '13
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The document discusses service design and presents a service design matrix tool. The matrix maps customer touchpoints like the hotel front desk, room, and website to stages of the customer experience from discovering to leaving. The tool can be used to analyze strengths and weaknesses of existing services, prioritize new service features, and map cross-platform journeys. The presentation emphasizes designing the right service before focusing on implementation details.
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Design the right thing, then design the thing right - Ben Stewart - UX Café May '13
- 1. Design the right thing, then design the thing right – UX Tools & Techniques in only 5 slides* *some slides may contain multiple pages @yousability - UX Café May 2013 - Slide 1
- 2. The service: staying in a hotel Example and images courtesy of @everythingiknow (Rory Hamilton – Service Design guru) @yousability - UX Café May 2013 - Slide 2
- 3. The service: staying in a hotel Example and images courtesy of @everythingiknow (Rory Hamilton – Service Design guru) @yousability - UX Café May 2013 - Slide 2
- 4. The service: staying in a hotel Example and images courtesy of @everythingiknow (Rory Hamilton – Service Design guru) @yousability - UX Café May 2013 - Slide 2
- 5. The service: staying in a hotel Example and images courtesy of @everythingiknow (Rory Hamilton – Service Design guru) @yousability - UX Café May 2013 - Slide 2
- 6. Touchpoint Discover Engage Use Help Develop Leave Front desk Walk past Book Check in Ask Check out Room Sleep Renovate Loyalty card Member Rewards Website Book Directions Phone Book Call Email Book Advice Tripadvisor Search Book Rate booking.com Search Book Search engine Search Directions Word of mouth Friends Friends Social media Posts Posts Posts Guide books Reviews The tool: Service design matrix Touchpoints mapped against stages in the user’s experience @yousability - UX Café May 2013 - Slide 3
- 7. Touchpoint Discover Engage Use Help Develop Leave Front desk Room Loyalty card Website Phone Email Tripadvisor booking.com Search engine Word of mouth Social media Guide books The tool: Service design matrix For segments/personas: leisure, business, retired icons from http://thenounproject.com @yousability - UX Café May 2013 - Slide 3
- 8. Touchpoint Discover Engage Use Help Develop Leave Front desk Walk past Book Check in Ask Check out Room Sleep Renovate Loyalty card Member Rewards Website Book Directions Phone Book Call Email Book Advice Tripadvisor Search Book Rate booking.com Search Book Search engine Search Directions Word of mouth Friends Friends Social media Posts Posts Posts Guide books Reviews The tool: Service design matrix For analysing strengths and weaknesses of existing service or prioritising a epics in the backlog of a new service 1 2 3 1 1 2 2 2 3 1 2 2 1 3 2 2 1 1 1 3 2 2 3 2 2 3 1 1 1 3 @yousability - UX Café May 2013 - Slide 3
- 9. Touchpoint Discover Engage Use Help Develop Leave Front desk Walk past Book Check in Ask Check out Room Sleep Renovate Loyalty card Member Rewards Website Book Directions Phone Book Call Email Book Advice Tripadvisor Search Book Rate booking.com Search Book Search engine Search Directions Word of mouth Friends Friends Social media Posts Posts Posts Guide books Reviews The tool: Service design matrix For showing cross platform journeys @yousability - UX Café May 2013 - Slide 3
- 10. Need to think about minimum viable service, NOT minimum viable product @yousability - UX Café May 2013 - Slide 4
- 11. Ben Stewart Twitter @yousability LinkedIn http://www.linkedin.com/in/mrbenstewart The end Before you start to design the thing right… …make sure you’re designing the right thing. @yousability - UX Café May 2013 - Slide 5
Editor's Notes
- It's easy to get trapped into thinking that User Experience is all about interaction design and visual design.But just as important, if not more so, is the design of the service surrounding a product. How the user discovers that product, through to how they engage with it, use it, how the product develops over time, and also how the user leaves the product all need to be designed.
- Staying in a hotel seems like a simple user experience. We turn up, get a room, that’s it.A startup hotel might dive straight in and design a website to promote the hotel, but it really pays to take a step back and think about the service as a whole.
- We have things that come before the stay: finding the right hotel, getting flights, negotiating airports, local transport services, checking in, and getting the key card to work, all before we are actually in the room.
- Once there, there are the hotel’s public areas, room service, toiletries, and payment to think about.
- There’s themaid service, and extras to add to bills - staying is a hotel is much more complicated than we think. These images represent many of the touchpoints of a customer’s experience.Even the toilet roll is an excellentexample of a service touchpoint. It represents a service that might otherwise be intangible, the cleaning of a bathroom. It shows “we’ve been here, we’ve done our job”.So, what’s the best tool to tackle designing an experience for a service with so many touchpoints?
- A service design matrix is one way to map out the entire service surrounding a product. This example is only a subset of all the potential touchpoints of an experience with a hotel.The touchpoints down the left are plotted against the stages at which the user interacts with the product. Some of the touchpoints are directly controllable: Front desk, room, loyalty schemes, website etc. Others are not: tripadvisor presence, word of mouth, guidebooks etc.
- Once you've built up the matrix, you can map out which touchpoints might be used by different segments or personas
- For an existing service, you can map out its strengths and weaknesses, or for a new service you can use this to help prioritise items that form the basis of epics in your backlog.
- You can also map out typical cross-platform user journeys. If we go through one typical user journey for the start-up hotel, we can see whether or not designing and building that website is really necessary or not.
- By thinking about the service as a whole, and not delving straight into developing a website, a start-up hotel might be able to spend more of their time and energy on some of the other things. When starting up a service it’s really important to take that step back and think about the minimum viable service instead of diving straight into the minimum viable product.
- So, before you start designing something right, make sure you're designing the right thing.