Experience Design Methods for Product / Service Development

2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx

EXPERIENCE DESIGN METHODS FOR PRODUCT / SERVICE DEVELOPMENT

KETUT SULISTYAWATI, PHD SOMIA CUSTOMER EXPERIENCE

HFEM / KUALA LUMPUR / 17 SEPTEMBER 2014

2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 2

HELLO! I’m Sulis

I previously worked at

•  Dell Experience Design Group

•  Hewlett-Packard Global Design Studio

•  Reading Room Singapore

Now at Somia Customer Experience,

Indonesia

Who Am I?

•  Customer Experience consultant

•  Indonesian – Balinese ;)

•  Lived in Singapore for 12 years

•  Bachelor in product design – NTU PhD in Human Factors – NTU Singapore

USER EXPERIENCE

Every aspect of the user’s interaction with a product, service, or company that make up

the user’s perceptions of the whole

Usability Professional Association

How a person feels when interacting with…

Source: Flickr DIGITAL

Source: Flickr Wikimedia http://goo.gl/rJnUCP

PHYSICAL PRODUCT

Source: Flickr http://melicacy.com/?p=7389

SERVICE

How do we design for experience?

There are a lot of methods

Content analysis

Wireframing

Interviews

Contextual inquiry

Observation

Focus group

Card sorting

Affinity diagram

Scenarios of use

Task analysis

Heuristics evaluation

Kansei engineering

Critical incident technique

Storyboarding

Prototyping Performance testing Cluster analysis

Surveys

But often, we don’t have the time (or the budget)

to do all these (rigorously)

2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 10 Pic from http://goo.gl/QxJeeH

THE EXPERIENCE DESIGN PROCESS

DISCOVER DEFINE DEVELOP DELIVER

CREATIVITY

DISCOVER Understand the needs of the people you are designing for

Understand the problem space. Plan what you want to research on.

Tap into people�s instinctual nature

As much as we try to be rational beings, humans are engineered to often be very irrational, especially when it comes to decision-making. A well-crafted research should be able to tap on the people�s instinctual nature; the gap between what they say and what they do, and their reaction to emotional or visceral experiences. Instead of collecting information through probing and conditioning, it is better for researchers in this case to closely observe the participants and let them take a more active role. By understanding people�s instinctual nature, we can better produce insights to create relevant experiences that people might not even be aware that they need it.

ASSUMPTION DUMPTION

Exercise to reveal the assumptions held by the team members. Be aware of the team’s assumptions to avoid building inferences based on own biases. Tricks & tweaks: Do it together with all team members to get alignments at once.

Get out of the office. Talk to target users. Observe. Build empathy.

2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx Source: Stanford d.school bootleg

RAPID ETHNOGRAPHY

Spend time observing people who are relevant to the product / service. Make conversations and ask why they do what they do. Tricks & tweaks: Get first-hand experiences. If you have a concept in mind, bring it along to test it out.

GROUP DISCUSSION

Assemble people to share experiences and discuss about the product / service. Tricks & tweaks: Recruit diverse / extreme users to get variety of inspirations. Use probing materials to stimulate experimentation.

listen & observe

be curious

be genuinely interested

DEFINE Make sense of the information gathered from your research

Find meaningful patterns.

CLUSTERING

Structure stories and findings discovered during the research stage to put things into context. Find patterns. Identify connections and disconnections. Tricks & tweaks: List the big topics / surprises first, then refer to notes for details.

Present the findings in engaging forms to make it easy to remember.

INSIGHT PLATFORM

Summary of the findings. Something enlightening that explain the root cause behind customer’ needs and behavior. The ‘AHA’! Tricks & tweaks: Use images, quotes, and short sentences rather than long & text heavy report.

PERSONA

Archetypes of the target users of that represent the needs, behavior, and characteristics. Help to create shared understanding among the team members Tricks & tweaks: Involve team members when creating personas.

DESIGN PRINCIPLES

Define the design principles to guide the experiences that you want to deliver. Help ensure consistent experience across touch points. Tricks & tweaks: Pick 3-5 key principles so that it is easy to remember.

Be systematic & seek for patterns

Follow your intuition

Sufficient, rather than perfect

DEVELOP Bring your ideas to life

Explore many ideas before focusing on the one to develop.

BRAINSTORMING

Generate as many ideas as you can. Go for the quantity than quality. Use brainstorming techniques, such as negative brainstorming, time machine, etc. Tricks & tweaks: Do it in fast pace. Give time limit.

Roughly sketch & prototype to quickly get the feel of how it will work.

SKETCHING

Drawing, models, narratives, storyboards to communicate the general context of a concept/idea. Rough exploration of how the product / service would work. Tricks & tweaks: Do group sketching session with quick iteration.

RAPID PROTOTYPING

Create physical representation of the concept in a rapid manner. Think with hand. Try how it would actually work, rather than just thinking out it might work. Tricks & tweaks: Get users to test it

share your work in progress

prototype fast & early

test it with users

fail early, fail often

DELIVER Implement your concepts

Prioritize and plan a roadmap to implement the concept.

The holistic solution may comprise of a number of features which might not be delivered all at once. Prioritize features and create roadmap of the product delivery. Tricks & tweaks: Do it together with business & technical team.

PRIORITIZATION

Think holistic. Plan beyond the product interaction.

Plan the journey the customers go through and the touch points. Identify internal processes needed to deliver the intended experiences. Tricks & tweaks: Do it with internal team to get buy in & commitment

SERVICE BLUEPRINT

involve business stakeholders

be realistic

balance user needs, business goals, and technology

Final note

REMEMBER

Have empathy

Frame the problem well

Prototype, test, iterate

Collaborate

More tools are available at

www.cxcookbook.com a collaboration between Somia Customer Experience and Copenhagen Institute of NeuroCreativity

Thank you!

Somia Customer Experience www.somiaconsulting.com Twitter: @somiacx Facebook: somiacx

Experience Design Methods for Product / Service Development

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