Design Beyond the Screen - Introducing Service Design Thinking to UX

Design Beyond the ScreenIntroducing Service Design Thinking to UX

This session ExpectationsLet’s set some

It’s not a manual for designing perfect services

It will give you is a new way of thinking about your product or service in a wider context than the immediately obvious one: the UI.

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I did not invent this stuff, I’m just applying it, maybe it’ll help you!

Part 1Introduction to Service Design

Part 2Exploration – Principles

Part 3The realities of service design

Introduction RealityExploration

OverviewThe big picture

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IntroductionPart 1

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"When you have two coffee shops right next to each other, that each sell the exact same coffee at the exact same price. Service Design is what make you walk into the one and not the other."

Marc Fonteijn, 31 Volts Service Design, 2008

DefinitionWhat is Service Design

5 Exploration RealityIntroduction

The end goal HolidaysAllow us to dream and get away from it all

The perfect beach

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The beginning HolidaysAre easier to book, but not fun

Soooooooo much choice in a bad website

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UX Designers HolidaysAre easier to book, but not fun

Are good at fixing that

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No navigation

Stock imageryOrganisation driven Information Architecture

Secondary nav tiny

Service Designers HolidaysCan be quite a stressful experience

Consider the bigger picture as well

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People & Interactions Service design elementsThat need to be considered

Who’s involved?

DIG

ITA

LR

EA

L W

OR

LD

Customer

+Service Provider

=TouchPoint

Mobile

Tablet

Shop checkout

Service desk

Self service kiosk

Hotel porter

Paper based

In store

Desktop

Stakeholders Service Designers

YOU!


ExplorationPrinciples behind great customer experiences

Part 2

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Principles behind great customer experiencesWhat makes great services

"The challenge is no longer to simply create a great product or service, with a good customer service offering and a useful website, it is to seamlessly join up an increasing number of different touch points." Matt Watkinson, 2013


3 simple questionsThink about this

#2 Do you want to get rich through your own business / career?… or at least make a decent living

#3 Did you start your own business / career because you wanted to get rich?

#1 Do you want to get rich?… or at least make a decent living


Let’s ponder this 3 simple questionsThink about this

Yes – that’s OK“Do you want to get rich?”

Yes – that’s OK“Do you want to get rich through your own business / career?”

Yes – let’s talk about that …

“Did you start your own business / career because you wanted to get rich?”

$$$


Why you should care too Caring paysThe value of customer experience

You cannot afford not to(your competitors do)

It pays in the short term(you’ll be happier at work)

It pays even more in the long term(you’ll have a successful business)


There’s more than one way… Design PrinciplesUX and CX frameworks


It’s not rocket science How to do itThe 10 principles behind great customer experiences

They work for startups & large organisations

You’ll learn about them todayPlease buy his book too because he’s a really nice guy.

In his book “The 10 Principles Behind Great Customer Experiences” Matt Watkinson wrote some down


Principle #1Wants vs needs

"People do not build their beliefs on a foundation of reason. They begin with certain beliefs, then find reasons to justify them" Eugene P. Wigner

Rational vs rationale thinking Principle #1Wants vs needs

We live in a world of wants, not needs

Create a brand reality, not an image

What does your brand say about your customers?

Great customer experiences strongly reflect the customer’s identity


Principle #1Wants vs needsRational vs rationale thinking

Great customer experiences strongly reflect the customer’s identity

"Customers don't want to buy a quarter inch drill, they want a quarter inch hole" Theodore Levitt

Principle #2Objectives & Super Objectives

Everything has a goal Principle #2Objectives & Super Objectives

Telepathy vs empathy vs self referential design – especially relevant to startups

Create a product / service that goes beyond the immediate need

What problem are you / your product / service solving?

Great customer experiences satisfy our higher objectives


Everything has a goal Principle #2Objectives & Super Objectives

Great customer experiences satisfy our higher objectives

"Good design thorough down to the last detail. Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the consumer." Dieter Rams

Principle #3No detail too small

This eensy weensy tiny detail Principle #3No detail is too small

Find quick wins to delight

What’s the entire customer journey?

Great customer experiences leave nothing to chance

Lots of small gains create one big one


This eensy weensy tiny detail Principle #3No detail is too small

Great customer experiences leave nothing to chance


"Happiness equals reality minus expectations"Tom Magliozzi

Photo by: http://www.flickr.com/photos/ladymissmarquise/

Principle #4Met expectations keep customers

What you see is what you get Principle #4Met expectations keep customers

Be consistent

Make sure all ends well

Great customer experiences set and meet expectations

Don’t overpromise and under deliver


What you see is what you get Principle #4Met expectations keep customers

Great customer experiences set and meet expectations

“Perfection is achieved, not when there is nothing to add, but when there is nothing left to take away" Antoine de Saint-Exupéry

Principle #5Technology should make our lives easier

Don’t make me think Principle #5Technology should make our lives easier

Serve the customer at the right time and the right place

Too much choice can be a burden

Great customer experiences are effortless

Consider: time, convenience, simplicity

???


Don’t make me think Principle #5Technology should make our lives easier

Great customer experiences are effortless

"Confusion is the chief cause of worry."Herbert E. Hawkes

Principle #6Avoid errors when possible

Don’t hassle me Principle #6Avoid errors when possible

Design for forgiveness

Intuitiveness vs efficiency

Great customer experiences are stress free

Errors lead to stress and vice versa*&£^@


Don’t hassle me Principle #6Avoid errors when possible

Great customer experiences are stress free

"We made the buttons on the screen look so good you'll want to lick them" Steve Jobs

Principle #7Make it sweet

Photo by: http://www.flickr.com/photos/joaoloureiro/

It’s the whole package Principle #7Make it sweet

Don’t overwhelm you customers

What if I can’t _________

Great customer experiences indulge the senses

Consider every experience multi sensory

(insert sense)


It’s the whole package Principle #7Make it sweet

Great customer experiences indulge the senses

"Trade is a social act."J.S. Mill

Principle #8People products

Photo by: http://www.flickr.com/photos/matthieu-aubry/

Real experiences, real people Principle #8People products

It’s easier to be loyal to a person than a brand

Your employees are your brand ambassadors

Great customer experiences are socially engaging

Add a personal touch to your product / service

=


"I did it my way."Frank Sinatra

Principle #9Total control

The digital world is one of choice Principle #9Total control

Increase control by striking a balance among the dimensions of control

Consider the who, what, when and where of control

Great customer experiences put customers in control

Give the customer control, but help them along the way


The digital world is one of choice Principle #9Total control

Great customer experiences put customers in control


"Let's not forget that the little emotions are the great captains of our lives and we obey them without realising it."

Vincent van Gogh

Principle #10Feeling products

How does that make you feel? Principle #10Feeling products

Consider emotional intensity

Promote positive emotions / actively avoid negative ones

Great customer experiences consider the emotions

Emotions can encourage / discourage actions


How does that make you feel? Principle #10Feeling products

Great customer experiences consider the emotions


RealityService design out in the wild

Part 3

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Who’s who? Organisations & Service DesignSometimes they struggle

What is their contribution / responsibility in your project?

Where do they sit in the organisation?

The people that matter too

Who are your stakeholders?

67 RealityIntroduction Exploration

What’s in it for them? Organisations & Service DesignSometimes they struggle

What are their higher objectives?

Just setting out a strategy isn’t enough

What do they say they want to get out of good service design?

What are their actual drivers and motivations?


The hard bit Organisations & Service DesignSometimes they struggle

Iterate, iterate, iterate!

Get executive support

Getting it all to work

Find the right diplomat in the organisation


Don’t just design Organisations & Service DesignSometimes they struggle

Consider technology where appropriate, but don’t be limited by it.

Find out business goals. They’re just as important!

Once you’re on your way

Validate that you’re designing the right thing


Business RealitiesDon’t forget …

41. Your stakeholders2. Their true motivations3. Get the right support4. Don’t just design

Thank You & Key Take AwaysRemember this

71 RealityExplorationIntroduction

Customer XP PrinciplesGreat customer experiences…

101. Strongly reflect the customer's identity2. Satisfy our higher objectives 3. Leave nothing to chance 4. Set and then meet expectations5. Are effortless6. Are stress free7. Indulge the senses8. Are socially engaging9. Put the customer in control10. Consider the emotions

Appendix

Newt is a design consultancy We believe that good design drives change

A guy that listens a lot Who I amYour presenter

Dr. Philip BonhardAbout Customers / People Carer @Newtidea

entertainment

Our clients’ customers

Our clients

financial servicesgovernment

traveltelco utilities healthcare

media

retail

@UXPhil / [email protected]

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ResourcesBooks worth reading

This is Service Design ThinkingVarious Authors – www.thisisservicedesignthinking.com

The Ten Principles Behind Great Customer ExperiencesMatt Watkinson

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The Noun Project Thank youUseful Stuff

World designed by Mateo Zlatar People designed by Wayne Tyler Sall

People designed by Roman J. Sokolov Dream designed by James Stone

Boy designed by Peacock Dream Marriage Proposal designed by Luis Prado

Boy designed by Michael Rowe Worker designed by Bart Laugs

Girl designed by Michael Rowe Thinking designed by Michael V. Suriano

Eye from The Noun Project

www.thenounproject.com

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Control designed by Dima Yagnyuk

Happy designed by Tobias F. Wolf Sad designed by Tobias F. Wolf

Touch designed by Michele Zamparo

Nose designed by Rachel Healey Tongue designed by Alex Fuller


Conversation designed by Michael V. Suriano Cry designed by James Bickerton

Alert designed by Thomas Le Bas Stress designed by Shreya Chakravarty

Pizza designed by Marcus Michaels77


Network designed by Stijn Janmaat


Happy designed by Takao Umehara

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Conversation designed by Rudy Jaspers

Second thought designed by Dima Yagnyuk and Benjamin H Byron

Handshake designed by Diego Naive

Diplomacy designed by Thibault Geffroy

Design designed by Scott Lewis

Bar graph designed by Nicolas Hue

Microchip designed by Márcio Duarte

Design Beyond the Screen - Introducing Service Design Thinking to UX

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