Pedro Custodio - Designing Future Services


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Pedro Custodio - Designing Future Services

  1. 1. Designing Future ServicesPedro Custódio, ExDPan-Baltic Usability DayTallinn, 2012
  2. 2. My personaljourney ENG ExD1994 2012
  3. 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 / Portugal Telecom - 2005/9
  4. 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. 5. VODAFONE JOYNRich 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. 6. We live in the Future...
  7. 7. 7In the beginning there werePRODUCTS
  8. 8. 8Then they connected them withother products creating a SERVICE
  9. 9. 9And soon became an entireecosystem of connected products,services and platforms which we cannow safely refer as an “Experience”
  10. 10. The Progression of the 10Economic Value ECONOMIES highly AGRARIAN INDUSTRIAL SERVICES EXPERIENCE differentiated Stage Experiences Deliver Services Make Goods Extract Commodities Undifferentiated Price Premium Price
  11. 11. 11 User Experience became the onlyreal product and service differentiator
  12. 12. 12Products and Services Ecosystemsforces us to rethink our usability learnings, we now operate ina much more complex environment.
  13. 13. 13Products and Services Ecosystemsforces us to rethink our usability learnings, we now operate ina much more complex environment.
  14. 14. 14Good news!We already have andknow most of the tools...
  15. 15. Awareness 15 EvaluationUSAGE Support (Payment)Renew / End
  16. 16. 16FIRST THINGS FIRST!Before we jump into visualizationslet us ensure that we capture theright content for our journeys.
  17. 17. 17Let’s start from the beginning, or shall we say from the center? WHO
  18. 18. 18 Phillips Funky Projects
  19. 19. 19 WHATWhat do all of them need?What are they trying to achieve?
  20. 20. 20How are we delivering against all of those learnings? HOW
  21. 21. 21WHERE Where are the actions and interactions taking place? In which context?
  22. 22. 22 Martin Neumeier “Deep Design”The Designful Company, 2009
  23. 23. 23Designing the whole Not just the tangible part of it! Not just how usable it is!experience
  24. 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 YUsability it is not a Bandaid!It starts on day ZERO!
  25. 25. Awareness 25 EvaluationUSAGE Support (Payment)Renew / End
  26. 26. 26 FitchIKEA Customer Journey Example
  27. 27. 27 Kuudes KerrosService design concept for Helsinki City Library
  28. 28. 28 VodafoneJoyn User Journey
  29. 29. 29 Graphic PR Design Financial Reports Exhibits Web Management Design Consulting Exec Communications Package Design Sales Brand Finance Strategy Risk Strategy Manageme ntAdvertising 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. 30. Photo: Getty 30Make 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. 31Ten GREAT laws of EXPERIENCE
  32. 32. 32SIMPLE but generative
  33. 33. 33REPEATABLE but not boring
  34. 34. 34FACILITATESbut doesn’t take over
  35. 35. 35TEACHESbut doesn’t push!
  36. 36. 36DIFFERENTbut still familiar
  37. 37. 37INTELLIGENT adding context value to each use
  38. 38. HUMAN 38at the center
  39. 39. 39 SECUREbut discreet
  40. 40. 40Permanently INCOMPLETE and yet clear
  41. 41. 41SHARABLEwe talk about the good / bad experiences
  42. 42. 42 SURPRISEadding more value, than expected
  43. 43. Obrigado! @pedrocustodio