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Putting people first: UX through a service design lens

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Presentation slides by Alexandra Clarke and Marie Cheung for their talk on 10 June 2016 at UX Scotland.

UX has the word ‘user’ in the title, but how many organisations really recognise the importance of people in creating better digital user experiences? Pixels and code are important to understand, but do you understand the language of the person viewing the content? What if we approached user experience by putting people first; instead of designing websites, think about the design of the whole service, considering the person before, during and after. What about how this links with other services across your organisation – a holistic experience?

Focusing on their work with HullCoin and Glasgow City Council, Snook will show how focusing on digital before people and service can hinder the creation of great user experiences.

Published in: Design
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Putting people first: UX through a service design lens

  1. 1. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays Putting people first: 
 UX through a service design lens SAY HELLO @wearesnook
  2. 2. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays How do you stop a dead badger from showing up at the front desk
 of a Council?
  3. 3. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays
  4. 4. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays The WHY informs the WHAT
  5. 5. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays BUILD ME A BRIDGE.
  6. 6. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays WHY? BUILD ME A BRIDGE.
  7. 7. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays BECAUSE I NEED TO GET OVER THE WATER. WHY? BUILD ME A BRIDGE.
  8. 8. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays WHY? BECAUSE I NEED TO GET OVER THE WATER. WHY? BUILD ME A BRIDGE.
  9. 9. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays BECAUSE I NEED TO SEND SOMEONE A MESSAGE. WHY? BECAUSE I NEED TO GET OVER THE WATER. WHY? BUILD ME A BRIDGE.
  10. 10. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays WHY? BECAUSE I NEED TO GET OVER THE WATER. WHY? BUILD ME A BRIDGE. BECAUSE I NEED TO SEND SOMEONE A MESSAGE.
  11. 11. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays “If technology is the answer, what is the question?” – CEDRIC PRICE
  12. 12. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays Why is it important that we think service and not just digital in user experience?
  13. 13. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays
  14. 14. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays HullCoin “Hi. We’re HullCoin. We know our users very well and talk to them everyday. We have a great idea to use tech to support our community but how do we involve them in the design process?” HC
  15. 15. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays Copyright Creative Commons - “Bristol Pound” by alisterb on flickr.com
  16. 16. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays
  17. 17. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays FINDINGS 1. Be local and personal with content and language 2. Visual guidance is necessary 3. Streamlining the process
  18. 18. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays Glasgow City Council “Hi. We’re Glasgow City Council. We have redesigned our website. Can you test it with our residents to make sure it works for them?” GCC
  19. 19. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays
  20. 20. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays FINDINGS 1. Content and language should be appropriate and accessible 2. Supportive visuals should be included 3. Audience communication throughout service
  21. 21. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays Know your people
  22. 22. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays Taking organisations
 back to the WHY
  23. 23. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays It’s all about motivations
  24. 24. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays ClientCustomer DIGITAL
  25. 25. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays Glasgow City Council has over 10 million individual pieces of contact with citizens each year* *Statistic from Glasgow City Council
  26. 26. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays “The website didn’t give me the simple 
 information I needed.” “If it was a special circumstance, I’d want to phone to speak to somebody directly.” “I don’t phone because of my accent, I find people can’t understand it.”
  27. 27. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays digital products digital service services with digital elements
  28. 28. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays Tech as an enabler
  29. 29. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays Helping organisations see ‘users’ as people
  30. 30. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays ClientCustomer
  31. 31. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays It’s not about moaning
  32. 32. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays How do we facilitate this?
  33. 33. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays Make them comfortable Manage expectations Thank them for their time Give them food
  34. 34. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays
  35. 35. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays Usability, not user testing
  36. 36. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays “I don’t want to break it…”
  37. 37. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays BACKGROUND Sven graduated from Glasgow University 3 years ago with a BSc (Hons) in Geography. Whilst he initially struggled to find a direction after his studies, he eventually landed a job with Visit Scotland. He is not particularly enthralled with working there but it pays the bills and sustains his current lifestyle. Since leaving university, Sven has becomes increasingly health conscious; he has reduced his alcohol intake and now attends a climbing club on the weekends. As part of this healthier lifestyle he is becoming increasingly ‘green’; Sven now cycles to work and has started recycling as much of his waste as possible. Persona A: SVEN NAME: Svetoslav Dimitrov (Sven) AGE: 25 LOCATION: North Kelvinside, G20 OCCUPATION: Junior position in Visit Scotland NRS SCALE POSITION: C1 USE CASE SCENARIOS As a keen cyclist, I want to know that the council are taking action on my feedback about potholes on my cycle to work so that I can have a better ride to work, less tire punctures and don’t need to keep contacting them for updates. As a person trying to be greener, I want to know where the nearest recycling points are to me so that I can make recycling part of my home routine.
  38. 38. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays 38 Engage, listen and learn
  39. 39. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays Putting people and
 their needs first
  40. 40. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays There’s a dead badger in your blue bin. You want to use the website to report it to the Council. What do you do?
  41. 41. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays “I wouldn’t have guessed it’s bins and recycling for dead animal uplift.” I would’ve just used the search bar and I’ll probably type ‘dead [badger]’ instead of dead animal.”
  42. 42. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays Insights, not just numbers
  43. 43. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays “Can we print out participant and
 activity information?” “I want volunteer to confirm activity
 and I just press go”
  44. 44. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays Build iteration into 
 the process of
 developing services
  45. 45. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays This is about more than just click-throughs
  46. 46. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays “I’ve run a web design company for years and I've never done this process. It has been phenomenally useful!” - HullCoin Team Member
  47. 47. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays User Research + Usability Testing User Research Usability Testing User Research + Usability Testing HullCoin Glasgow City Council
  48. 48. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays 5 people to
 uncover 85% problems https://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/
  49. 49. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays Test early and repeat it
  50. 50. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays Content and language 
 are as important as 
 digital experience
  51. 51. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays
  52. 52. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays
  53. 53. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays 54 Design the whole experience
  54. 54. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays Services are end-to-end
  55. 55. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays FRONT STAGE BACK STAGE Aware Join Use Grow Return
  56. 56. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays Actions not just functions
  57. 57. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays As an issuer I need to be able to add activities quickly so I can work on other aspects of my work Use cases
  58. 58. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays 59 Do it 
 and do it again
  59. 59. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays
  60. 60. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays
  61. 61. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays What does this 
 mean for UX?
  62. 62. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays So… remember the story of 
 the dead badger?
  63. 63. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays The user experience
 is everyone’s business
  64. 64. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays 1. Know your people 2. Engage, listen and learn 3. Design the whole experience 4. Do it and do it again
  65. 65. Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays THANKS!

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