user experience design, service design, design thinking

7/29/2019 User Experience Design, Service Design, Design Thinking

http://slidepdf.com/reader/full/user-experience-design-service-design-design-thinking 1/69

,

service design

&

design

thinking

by Sylvain Cottong, www.integratedplace.com

SA UX

Forum,

Faculty

of

Design,

University

of

Johannesburg,

August

18th,

2009

http://groups.google.com/group/sa‐ux‐forum/browse_thread/thread/ba87ca0252c48a7d



What

is

user

experience

design?

a person

has

when

interacting

with

a specific

design.

This

can

range from a specific artifact, such as a cup, toy or website,

,

airport.

Source: htt : www.uxnet.or

It most commonly refers to the result of a planned integration

of software design, business, and psychology concerns.

In the web world, user experience is sometimes conflated with

usability, information architecture (IA), and user interface (UI)

esign, a o w ic are components o it.

Source: http://en.wikipedia.org/wiki/User_experience_design



What

is

user

experience

design?

Jesse James Garret’s famous representation of UX for the Web:



What

is

user

experience

design?

Peter Morville’s honeycombs:

Information architecture:

‐ The combination of organisation,

labeling, and navigation schemes within

an

information

system.

‐ The structural design of an information

space to facilitate task completion and

intuitive access to content.

Sources:

http://semanticstudios.com/publications/sem

antics/000010.php

ttp: semanticstu ios.com pu ications sem

antics/000029.php



What

is

user

experience

design?

Peter Morville’s honeycombs:



What

is

user

experience

design?

UX design is a Human‐Centered Design process

An International

Standard

ISO 13407: The Human‐centered design process defines a general process for

‐ ‐ ,

does not specify exact methods.



What

is

user

experience

design?


Specify the

context

of

use

Identify the people who will use the product, what they will

, .

Specify requirements

Identify

any

business

requirements

or

user

goals

that

must

be

.

Create design solutions

This part of the process may be done in stages, building from a

rou h conce t to a com lete desi n.

Evaluate designs

The most important part of this process is that evaluation ‐

ideally through usability testing with actual users ‐ is as

integral as quality testing is to good software development.



What

is

user

experience

design?




UX

design

processMany similar ways of representing the UX design process.



UX design process



T ical

UX

tools

&

deliverables:

Personas



Typical UX tools & deliverables:

Mental models



T ical

UX

tools

&

deliverables:

Wireframes



Typical UX tools & deliverables: Wireframes



T ical

UX

tools

&

deliverables:

Conce t

ma



T ical

UX

tools

&

deliverables:

Card

sortin




Content Inventory




User & task flow charts



T ical

UX

tools

&

deliverables:

Sitema



T ical

UX

tools

&

deliverables:

User

tests



Typical UX tools & deliverables

There are many other UX tools & methods. You have to decide in the context

of each ro ect which ones to use.

http://project.cmd.hro.nl/cmi/hci/toolkit/ http://nform.ca/tradingcards/

http://clearlyitworks.pbworks.com/UX+and+IA+Resources



Key benefits of UX?

u

¾Manages the risk the workers won't be able to use the application,

or won't want to use it

¾Ensures that

vital

features

are

not

left

out

¾Reduces costly development of features that users don't want or

don't need

¾Reduces training and support costs



Key benefits of UX?

Benefits to Businesses in Customer‐Facing

Applications

¾Enables ease‐of ‐use resultin in hi her conversion rates and

greater cross‐selling and up‐selling opportunities

¾Reduces support

&

service

costs,

generates

greater

customer

satisfaction & loyalty and improved perception of the brand

¾Improves customers' tolerance of business goals that conflict with

t eir

persona

goa s

¾Reduced overall project costs and timescales

¾And thus generates increased revenues



Service design



What

is

Service

desi n

?¾Today, services represent between 60% & 70 % of GDP of

¾Whereas design methods have always been applied to

roducts services have lon been considered as a necessar

extension to products without paying them the same

attention than products themselves

¾Most products today are combined with services, thus it is

the overall experience that counts and that is judged by

customers

¾The emerging field of service design combines design

methods from product design & interaction design for

.

of educated interaction designers work in service design.



What

is

Service

desi n

?Service design is most developed in northern Europe (Scandinavia,

The Netherlands and Great Britain and to a lesser extent in the US.)

Source: http://howardesign.com/exp/service/worldwide/



What

is

Service

desi n

?Service design is about making what you do more useful,

usable &desirable for your users, and more efficient, effective

& valuable for

you

‐everyone

loves

a

great

experience.

Do you remember the

UX design honeycomb ?



What

is

Service

desi n

?Service design is a human‐centered approach that focuses on

customer experience and the quality of service encountered

as the

key

value

for

success.

Do you remember the

human‐centered design

process ?



Service

desi n:

Ke

conce ts

Service touch points are the tangibles, for example:

spaces, objects, people or interactions that make

the total

experience

of

using

a

service,

i.e.:

¾Advertising

¾Web, mobile

phone

&

PC

interfaces

¾Physical environments (shops, reception areas,

transport environments, hospitals, etc.)

¾Customer facing staff (Call centers, customer

representatives, receptionists, etc.)

¾Communication & mailings, etc.



Service

desi n:

Ke

conce ts¾ Systems

Services are rovided and ex erienced throu h s stems

and relationships.

¾ Value

Different services create and measure value in different

ways, but most services try to provide the best value for

both users and producers.

¾ Journe sAll services are experienced over time. People also take

different journeys to, through, and from a service.

¾ Peo le

Services always

involve

people

and

rely

on

both

the

user

and the producer working together.

¾ Pro ositions

Services are generally packaged as a ‘proposition’ for users

to

buy

into.



Service

desi n:

Tools

&

MethodsEthnography, user studies & personas

Identifying, discovering and understanding the service context and the users.



Service

desi n:

Tools

&

MethodsCustomer journey map

Illustrates how the customer perceives and experiences the service

interface along the time axis.



Service desi n: Tools

&

MethodsService blueprinting

Allows for

a

quantitative description of

critical service

,

such

as

time,

logical

sequences

of

actions

and

processes,

also specifying both actions and events that happen in the

time and place of the interaction (front stage)

and actions and events that are out of the line of visibility

,

service (backstage).



Service desi n:

Tools

&

MethodsIdeation, context mapping & participatory design

Reveals users’ conscious

and

latent

needs,

ex eriences ho es and ex ectations. Users

participate in a workshop facilitated by a tutor.



Service desi n: Tools & Methods

Service prototyping: Scenarios, storytelling, storyboards, real

wor exper ence s mu a on



Service desi n: Tools & Methods

Service prototyping: Scenarios, storytelling, storyboards, real world

exper ence s mu a on

ec n ques rom mov e‐ma ng an e per orm ng ar s are us very

useful for service prototyping.



Service desi n: Ke benefits

¾Enables ease‐of ‐use, resulting in higher conversion rates and

greater cross‐se ng an up‐se ng opportun t es

¾Reduces support

costs,

greater

customer

satisfaction

&

loyalty, and improved perception of the brand

'

conflict with their

personal

goals




¾Everyone, like

it

or

not,

is

a service

provider

¾The inclusion of good customer service is becoming a key

differentiator for any type of organisation, be it product or

serv ce‐ ase . n our new economy an soc a sys em s e

whole experience, before, during or after the actual selling

that really counts.

¾Customers are willing to pay a premium for products and

exciting.




¾Innovating, redesigning

and

managing

services

represent

a

organisations.

e ps mee ng cus omers r s ng expec a ons o c o ce an

quality

¾Helps make

use

of

the

technologies’

revolution,

that

multiplies

the possibilities for creating, delivering and consuming services

¾Helps answering the pressing environmental, social and

economic challenges

to

sustainability



Service desi n: Case stud

Carnegie Library of Pittsburgh, a project by Maya design

A

strategic

design

project

:

¾wayfinding

¾web site

¾and

the

library

catalog

and thus is a service design project as it

dealt with several touch points and the

customer journey, ut wit a strong

focus on

information

architecture.

http://www.maya.com/portfolio/carnegie ‐libraryMAYA Design, Inc. / SouthSide Works, Building 2, Suite 300 2730 Sidney Street /

Pittsburgh, PA

15203

/+1

412

‐488

‐2900



Service desi n: More resources on the Web

Abouthttp://www.designcouncil.org.uk/en/About‐Design/Design‐Disciplines/Service‐

design‐by‐Bill‐Hollins/

http://www.howardesign.com/exp/service/

http://www.enginegroup.co.uk/projects/

Methods &

tools

http://www.enginegroup.co.uk/service_design/methods/

http://servicedesign.wikispaces.com/

http://www.servicedesigntools.org/

: www. v .o

Professional organizationhtt : www.service‐desi n‐network.or

and many blogs…..



Desi n thinkin

What is the meta‐trend & concept behind such practices as

UX esign & service esign

Design thinking, a way for solving all kinds of problems

.

Often also referred to as “design thinking in business”.

It’s about a methodology, but also about a mindset and

about a changing paradigm in management theory, moving

from the traditional top‐down and quantitative approach to

a

more

bottom‐

up,

qualitative

approach in

innovation

&

transformation processes.

It’s a new design discipline that builds on traditional design

skills to address social and economic issues.



, , ,

experiences that not only satisfy a function or solve a problem, but that

are also desirable, aspirational, compelling and delightful.

These qualities can be used by organisations in both the public and private

sector which are seeking to transform the way in which they connect to

individuals. It’s

a

rocess

that

can

be

a lied

to

almost

an

roblem.

Benefits:

¾placing the person – the ‘user’ – at the heart of a solution;

¾a means for experts to collaborate equally on complex issues;

¾a rapid, iterative process that can adapt to changing circumstances;

an a ig y creative approac to pro em‐so ving t at ea s to practica

& innovative everyday solutions.



divergent thinking, bringing different approaches together to find new

solutions for complex and ill‐defined problems.

B‐school meets D‐school

(Or left‐brainers meet right‐brainers).

Design schools create the tools of transformation and graduate the

people to implement them.



(“Multidisciplinarity” , “Get the big picture”)

‐ , .

scientific method for problem solving uses problem‐focused strategies

and analysis, designers use solution‐focused strategies and synthesis.

Good Design Thinking is the ability to see things not readily apparent to

others (and that's where market differentiation can occur).

It's the ability to see the 'edges' of something, to find shape and form in a

mass of stuff. It's the ability to see things differently – to see the implicit and make it explicit.



" "

.

It is about survival and being truly honest with customers.

‐

approach over a data‐driven approach.

Rather than

amassin

mounds

of

data

from

customer

and

market

research, you go out and observe people to understand their lives and

needs and how products could fit into them (Ethnography).

building empathy

with

customers.



Design Thinking helps transform existing conditions into preferred ones, thus

improving the future.

There are no judgements in design thinking.

This eliminates the fear of failure and encourages maximum input and

participation.

Wild ideas are welcome, since these often lead to the most creative solutions.

,

methodologies to

any

of

life's

as

well

as

public

&

business

organisation's

situations.

(‐> Service design, social design, process design, decision‐making design,

business model design, product design, web design, etc.)



EXPLORATORY MINDSET

Decision min set: I am going to i enti y a t e a ternatives, weig t eir

consequences, and choose one.“

Desi n mindset: "Man of the alternatives are et to be discovered and the true

consequences of choosing any of them are difficult to be sure of; let's iteratively

explore the possibilities together, discovering new ones and choosing as best we

can at each step.“

DESIGN PROCESS

Design thinking is built on confidence in The Design Process:

¾understand the context you are addressing ‐‐ the people, relevant activities and

environments ‐ the forces at work must necessarily shape any workable solution

¾try to conceive something that might serve the situation you've started to

understand

context and see how it works

¾this takes you back to the "understand" step, and around you go again.



Design thinking norms

Process

DefineObserve &

ResearchIdeate &

Co‐createChoose

Prototype

& testImplement

& learn

Think visually – Tell stories

Characteristics of tools & methods



¾Empathy

¾Integrative thinking

pt m sm

¾Experimentalism

¾Collaboration

Source:

http://www.ideo.com/images/uploads/news/pdfs/IDEO_HBR_Design_Thinking.pdf

It’s about how to use product, communication, interaction and spatial designers’ core skills to transform the ways in which the public interacts with systems, services, organisations and policies.



mpa y¾Ability to imagine the world from multiple perspectives – those of

colleagues, clients, end users and customers

¾“People first” approach: imagine solutions that are inherently desirable

and meet explicit and latent needs.

¾Notice things instantly that others don’t see (Ethnography)



n egra ve n ng¾Not only relying on analytical processes (that produce either/or choices)

– –

confounding problem and creating novel solutions that go beyond and

dramatically improve on exiting alternatives.

Optimism ,

one potential

solution

is

better

then

the

existing

ones.



xper men a sm¾Significant innovations don’t come from incremental tweaks. Design

thinkers pose questions and explore constraints in creative ways that

.

Collaboration

,

,

¾ replaced the myth of the lone creative genius with the reality of the

.

¾design thinkers don’t simply work alongside other disciplines; many of

them have si nificant ex erience in more than one & are used to workin

in multidisciplinary teams.



"T‐shaped” people

They have

a

principal

skill

that

describes

the

vertical leg of the T ‐‐ they're mechanical

engineers or industrial designers. But they are so

empathetic that they can branch out into other

skills, such as anthropology, and do them as well.

They are able to explore insights from many

different perspectives and recognise patterns of

.

Tim Brown, CEO of design consultancy IDEO in

http://www.fastcompany.com/magazine/95/design‐

s ra egy. m page=



Roger Martin, the dean of the Rotman school of management, another leading

“ ”,

Source: http://www.rotman.utoronto.ca/rogermartin



¾Design thinking is a new mindset & set of methods (inspired by traditional design

theory) for solving today’s pressing economic, social & environmental problems, as

opposed, but also as in addition to, the traditional analytical and quantitative methods.

‐ , ,

new, innovative and sometimes radical solutions in a multidisciplinary & participatory

way.

¾These solutions are constantly prototyped, tested and implemented in an iterative

process.

the

consumer

&

the

provider.

¾UX design for the web & service design are practices that are perfectly in line with

t e es gn t n ng process & min set. It s a out app ying ong nown tra itiona

design methods & processes in product design to more complex, abstract, interactive &

intangible

things.



Thank you

for

your

attention.

Your questions?

[email protected]

user experience design, service design, design thinking

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