1.
Designing Future Services
Pedro Custódio, ExD
Pan-Baltic Usability Day
Tallinn, 2012

2.
My personal
journey
ENG ExD
1994 2012

3.
SAPO.PT
• Develop new and amazing web/mobile services
• User Centered Best Practices
• UX/Usability Education
• User Centered Design methodologies
• Increase user usage satisfaction
• Increase services credibility,
• High quality development processes & deliverables
Head of Quality & User Experience
Software Architect
Sapo.pt / Portugal Telecom - 2005/9

4.
VODAFONE 360
• Scrum / Agile methodologies;
• Product & user stories definition;
• Creating and maintaining the product backlog;
• Product feature prioritization;
• Active product testing and & quality management;
• Representing, interfacing and engaging with end users;
Developer Program & Open Platforms Program
Product Owner Chat & Social Networks
Vodafone Group Services 2009 / 2010

5.
VODAFONE JOYN
Rich Communication Services
• Commercial Proposition Development
• Product Requirements
• Use Case & Customer journey
• Service Blueprint
• GSMA User Experience Guidelines
• Market engagement & development
Product Manager RCS-e / joyn
“Rethinking the core communication services
Vodafone Group Services 2010 / 12

6.
We live in the Future...

7.
7
In the beginning there were
PRODUCTS

8.
8
Then they connected them with
other products creating a SERVICE

9.
9
And soon became an entire
ecosystem of connected products,
services and platforms which we can
now safely refer as an “Experience”

10.
The Progression of the
10
Economic Value
ECONOMIES
highly
AGRARIAN INDUSTRIAL SERVICES EXPERIENCE
differentiated
Stage
Experiences
Deliver
Services
Make
Goods
Extract
Commodities
Undifferentiated
Price Premium Price

11.
11
User Experience became the only
real product and service differentiator

12.
12
Products and Services Ecosystems
forces us to rethink our usability learnings, we now operate in
a much more complex environment.

13.
13
Products and Services Ecosystems
forces us to rethink our usability learnings, we now operate in
a much more complex environment.

14.
14
Good news!
We already have and
know most of the tools...

15.
Awareness 15
Evaluation
USAGE
Support
(Payment)
Renew / End

16.
16
FIRST THINGS FIRST!
Before we jump into visualizations
let us ensure that we capture the
right content for our journeys.

17.
17
Let’s start from the beginning, or shall we say from the
center? WHO

18.
18
Phillips
http://phillips.com
Funky Projects
http://funkyprojects.com

19.
19
WHAT
What do all of them need?
What are they trying to achieve?

20.
20
How are we delivering against
all of those learnings? HOW

21.
21
WHERE Where are the actions and interactions taking place? In
which context?

22.
22
Martin Neumeier
“Deep Design”
The Designful Company, 2009

23.
23
Designing the whole Not just the tangible part of it!
Not just how usable it is!
experience

24.
24
U
U
U
SA
SA
U
SA
U
U
SA
BI
BI
SA
SA
BI
BI
LI
LI
LI
BI
BI
T
T
LI
T
Y
Y
LI
LI
T
Y
T
T
Y
Y
Y
Usability it is not a Bandaid!
It starts on day ZERO!

25.
Awareness 25
Evaluation
USAGE
Support
(Payment)
Renew / End

26.
26
Fitch
IKEA Customer Journey Example
http://fitch.com

27.
27
Kuudes Kerros
Service design concept for
Helsinki City Library
http://kuudes.fi

28.
28
Vodafone
Joyn User Journey
http://joynus.com

29.
29
Graphic
PR Design
Financial Reports
Exhibits
Web Management
Design Consulting
Exec
Communications
Package
Design
Sales Brand
Finance Strategy
Risk Strategy
Manageme
nt
Advertising Marketing Legal
Admin
IT
HR Identity
Brand
Design
Services
Experience Distribution
Design
Products Events
Operations
Product
Design
Training Martin Neumeier
Ethnography “Meta Team”
Process
Design
Intellectual
Research The Designful Company, 2009
Property

30.
Photo: Getty
30
Make it or Break it! An Experience is built cumulatively with each
interaction, so the quality of those will add up to
the memory of the overall experience

31.
31
Ten GREAT laws of
EXPERIENCE

32.
32
SIMPLE
but generative

33.
33
REPEATABLE but not boring

34.
34
FACILITATES
but doesn’t take over

35.
35
TEACHES
but doesn’t push!

36.
36
DIFFERENT
but still familiar

37.
37
INTELLIGENT
adding context value to each use

38.
HUMAN 38
at the center

39.
39
SECURE
but discreet

40.
40
Permanently INCOMPLETE and yet clear

41.
41
SHARABLE
we talk about the good / bad experiences

42.
42
SURPRISE
adding more value, than expected

43.
Obrigado!
http://pedrocustodio.com
@pedrocustodio