Senior Service Design Consultant at Deloitte DigitalJani Modig – Twitter: @janimodig

WHAt’S tHE DIfFerEnCe BeTweEN USeR EXpEriEnCe, CUsTomER EXpEriEncE anD SErVicE DEsiGn?

EXPERIENCE DESIGN

?? ?TERMS ARE CONFUSING

There is often a debate between practitioners and studios on how to define different parts of experience design - User Experience (UX),

Customer Experience (CX) and Service Design?

Clients and design students repeatedly find this confusing.

iN tHE FoLLoWINg SlIDeS yOU’lL FINd oUT hOW I InTErPREt tHE DiFFeRENt PaRTs.

HERE’S MY TWO CENTS

During the past seven years, I’ve moved from creating User Experiences into designing end-to-end Services and Experiences.

Through those years my perception of the discipline has evolved due daily practice, industry articles, books and posts. 1

Livework Studio, Adaptive Path, Snook,Meld Studios, Fjord, Forrester/Kerry Bodine, U1/Alysia Hill, Marc Stickdorn, Roger Martin etc.

1

USER EXPERIENCE

User Experience (UX) primarily focuses on the design and implementation of a single customer touchpoint. The aim is to

make the touchpoint easier and more enjoyable to use.

ToUChPoINt

Today, touchpoints typically mean website, mobile app and in-store experiences, but they can also appear in form of paper invoice, kiosk

or interactive voice response system experiences.

WHAT IS A TOUCHPOINT?

NEEd: BOOk A HoTEl ROOm

Touchpoints often get conflated with channels (website, in-store etc.), although touchpoint is only a single point of interaction. In the touchpoint,

an organisation seeks to fulfil customer’s needs with products or services.

TOUCHPOINT ≠ CHANNEL

ToUChPoINt: HoTEl BoOKinG

CHANGING BEHAVIOURS

A well designed touchpoint allow customers to fulfil their needs and complete desired tasks with ease and joy in a specific time and space.

Some experiences can even change behaviours, like an online hotel booking.

THIs aPP iS GrEAt! I dON’T HAVe tO ViSIt A TrAVeL AgENt AnYMorE.

To create great User Experiences, you or your team need to have different competences.

BROAD SKILL SET

COMPETENCES OF UX

Content Strategy:Planning for the creation, delivery and governance of usable content.

Visual Design:Designing the interface’s visual qualities in an aesthetically pleasing way.

Front-End Developer: Responsible for creating a functional implementation of a product's interface.

User Research and Analytics: Understanding users through observations and data.

Information Architecture: Organising information in a product or website in a usable way.

Interaction Design:Designing interactive behaviours that allow users to complete their goals and tasks.

aS WELl aS PrODucT MaNAgeRS, AgILe aND LEAn CoACheS.

WHAT IS CUSTOMER EXPERIENCE?

CUSTOMER EXPERIENCE

Customer Experience focuses on the design and implementation of all touchpoints across the

entire customer journey and channels.

3.ToUChPoINt: ChECk-iN

1.ToUChPoINt: ExPLorE

5.ToUChPoINt: ChECk-oUT

2.ToUChPoINt: BOOk A ROOm

4.ToUChPoINt: EnTEr ROOm WITh

A MoBIlE kEY

HoTEl ReCEpTIOn

WEbSitE

MoBIlE aPP

ChANneLS:

OMNI-CHANNEL

As customers don’t see the difference between channels and touchpoints, they tend to jump from one touchpoint to another

and expect the seamless experience everywhere.

Thus, it is important to understand how customer interacts in different touchpoints; what is done in each touchpoint and when.

Omni-channel experiences allow customers to communicate through their preferred medium.

Omni-Channel has evolved from multi-channel and means that the customer experience is seamless through all channels.

2

2

CONSISTENCY IS KEY

Customer Experience aims to deliver good experiences consistently on every channel that are aligned with with the brand perception.

Single ‘WOW’ moments and misleading communication or advertising can be destructive if they set the bar too high for further interactions.

ToUChPoINt: HoTEl ChECk oUT

AaRGgH! BUT tHE ConCiErgE SAId THAt ThERe wON’T bE aNY AdDItIoNAl ChARgeS!!!

WHAT IS SERVICE DESIGN?

Like Customer Experience, Service Design is a holistic approach to improve existing and to innovate new service experiences.

This multidisciplinary approach combines customer experience, operational model design and design thinking methodologies and tools.

It considers the end to end service journey across all channels and touch points not only from a customer, but also from organisational perspective.

LOOKING THROUGH TWO LENSES

CuSTomER

OrGAnIsATioN

BACKSTAGE PASS

This perspective enables organisations to enhance their strategies, business models and operations breaking through silos. It aims to improve behind-the-scenes activities and processes that enable

organisations to deliver great services and experiences.

HOTEL VISIT EXAMPLE

CuSTomER AcTIonS

EmPLoyEE AcTIonS/fRonTStAGe

SuPPorT PrOCeSSEs/BaCKsTAGe

LINe oF ViSIbIlITy

LINe oF InTErAcTIoN

MaRKeTINg PLAns

PrOMotE HoTEl

ClEAn aND SeTUp ROOm

WeLComE CuSTomER

CuSTomER FeEDbaCK aND BiLLinG SySTemS

SeCUriTY aND AcCEsS SySTemS aND PrOToCOLs

ReSErVaTIoN SySTemS

TrANsPoRTaTIOn AlLIaNCEs

aSK BoOKinG aND CrEDiT CARd DeTAilS

StAFf AlLOcAtIOn

BoOKinG SySTemS

aSK WhETheR CuSTomER EnJOyeD tHE STAy

SENd oR PrINt InVOicE

ArRIvE tO DeSTiNaTIoN

BOOk A HoTEl ROOm

ChECk oUTChECk iNEnTEr ROOm

PuRChaSE oN DeMAnD MoVIe

oN DeMAnD tV SySTeM

Service Design connects various fields of research, strategy and design, and sometimes even engineering, architecture or human resources etc.

WHO ARE SERVICE DESIGNERS?

= MuLTiDiSCiPlINarY TeAMs

COMPETENCES OF SERVICE DESIGN

Strategic Management:Responsible for dealing with the decisions how organisations can improve and differentiate their service and product offerings, and business models.

Product and Industrial Design: Through rapid prototyping designers can create artefacts and concepts cheaply and quickly which improves later phases of product development.

+ Industry experts: As a multidisciplinary approach, service design benefits from project specific industry experts, who bring knowledge and experience from their respective industries.

Ethnography and Research: Understanding the users and their needs through observations, contextual inquiries and other research methods.

Visual and Information Design: Designing the visual elements that support customers emotionally, and makes complex and abstract content accessible in a simpler way.

Operations Management:Improving processes through which an organisation’s products and services are delivered.

SOMe oF tHE

4 KEY TAKEAWAYS

Focuses on the design of a single customer touchpoint.

1/4 USER EXPERIENCE

CuSTomER AcTIonSBOOk A

HoTEl ROOm

ArRIvE tO DeSTiNaTIoN

Focuses on orchestrating all touchpoints through all channels.

BOOk A HoTEl ROOm

ChECk oUT

2/4 CUSTOMER EXPERIENCE

CuSTomER AcTIonS

EmPLoyEE AcTIonS/fRonTStAGe

LINe oF InTErAcTIoN

PrOMotE HoTEl

ClEAn aND SeTUp ROOm

ChECk iN

WeLComE CuSTomER

EnTEr ROOm

aSK WhETheR CuSTomER EnJOyeD tHE STAy

PuRChaSE oN DeMAnD MoVIe

aSK BoOKinG aND CrEDiT CARd DeTAilS

SENd oR PrINt InVOicE

3/4 SERVICE DESIGN

CuSTomER AcTIonS

EmPLoyEE AcTIonS/fRonTStAGe

SuPPorT PrOCeSSEs/BaCKsTAGe

LINe oF ViSIbIlITy

LINe oF InTErAcTIoN

PrOMotE HoTEl

ClEAn aND SeTUp ROOm

WeLComE CuSTomER

aSK BoOKinG aND CrEDiT CARd DeTAilS

Considers all channels and touchpoints, also from organisational perspective.

aSK WhETheR CuSTomER EnJOyeD tHE STAy

SENd oR PrINt InVOicE

ArRIvE tO DeSTiNaTIoN

BOOk A HoTEl ROOm

ChECk oUT

CuSTomER AcTIonS

ChECk iNEnTEr ROOm

PuRChaSE oN DeMAnD MoVIe

MaRKeTINg PLAns

CuSTomER FeEDbaCK aND BiLLinG SySTemS

SeCUriTY aND AcCEsS SySTemS aND PrOToCOLs

ReSErVaTIoN SySTemS

TrANsPoRTaTIOn AlLIaNCEs

StAFf AlLOcAtIOn

BoOKinG SySTemS

oN DeMAnD tV SySTeM

4/4 HUMAN CENTRED DESIGN

All three parts apply human-centred approach which focuses on the human experience and the quality of product or service encounter as the key value for success.

THANKS

About me Jani Modig is an Experience and Service Design specialist, working within Deloitte Digital’s Experience Design Practice in Melbourne. Before moving to Australia he finalised his Master Level Studies at Hyper Island in Manchester, UK.Hyper Island’s new MA in Experience Design Programme produces specialists with the skills and talent to design products and services at every touchpoint of a customer’s life cycle.

Jani Modig – Twitter: @janimodig

REAd MORe AbOUt tHE PrOGrAMMe: HttP://hPr.Is/cHanGe

Senior Service Design Consultant at Deloitte Digital