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MOVING FROM USER- CENTRED THINKING TO SYSTEM THINKING Neil Turner www.uxforthemasses.com @neilturnerux

Moving from user centred thinking to system thinking

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User-centred thinking has done the design community proud. However, whilst its laser beam focus on the user is an undoubted strength, it does sometimes mean that the wider user eco-system is not always considered. I'm going to introduce system thinking (also known as service design). System thinking is a way to not only consider the user but the wider system in which a user interacts with a service or product. Think of it as user-centred design 2.0! This is a presentation that I gave at a SynchHerts meetup (http://www.meetup.com/SyncHerts/) on 7th Aug 2014.

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Page 1: Moving from user centred thinking to system thinking

MOVING FROM USER-CENTRED THINKING TO SYSTEM THINKINGNeil Turnerwww.uxforthemasses.com

@neilturnerux

Page 2: Moving from user centred thinking to system thinking

WHAT IS USER-CENTRED

THINKING?

www.uxforthemasses.com | @neilturnerux

Page 3: Moving from user centred thinking to system thinking

www.uxforthemasses.com | @neilturnerux

“Needs, wants, and limitations of end users of a product, or service are given extensive attention at each stage of the design process”

Wikipedia

Page 4: Moving from user centred thinking to system thinking

User-centred product or service

Some design related stuff

More design related stuff…

Even more design related stuff…

User centred design

www.uxforthemasses.com | @neilturnerux

Page 5: Moving from user centred thinking to system thinking

http://blogote.com/wp-content/uploads/2012/08/yes-baby-recruited.png

User-centred design f***king

rocks man…

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Page 8: Moving from user centred thinking to system thinking

http://comaround.files.wordpress.com/2013/07/socila-network.jpg

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Introducing system thinking… (and service design)

Page 9: Moving from user centred thinking to system thinking

http://ak9.picdn.net/shutterstock/videos/6548240/preview/stock-footage-clapper-board-on-green-screen.jpg

A lot like the movies (bear with me)

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Page 10: Moving from user centred thinking to system thinking

http://luxurytravel.info/wp-content/uploads/2012/06/family-vacation.jpg Booking a summer holiday (the story)

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Page 11: Moving from user centred thinking to system thinking

The actors

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Page 12: Moving from user centred thinking to system thinking

Holidaymaker

Travel agents

Friends & familyCall centre staff

Website team

Mobile team

Marketing team

Other travellers

The interplay / relationships

www.uxforthemasses.com | @neilturnerux

Page 13: Moving from user centred thinking to system thinking

Print advertising

Mobile site / app

BrochureTravel agent

3rd party travel agent

Travel website

Telephone

Website

Email

The scenes / Touchpoints

TV advert

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Page 14: Moving from user centred thinking to system thinking

Highstreet

Website

Mobile site

Telephone

Brochure

Pick up brochures

Browse holidays

Search holidays

Shortlist holidays

Book holiday

Get holiday money

Ask query

The sequence of events

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Page 15: Moving from user centred thinking to system thinking

SERVICE DESIGN TOOLS

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Page 16: Moving from user centred thinking to system thinking

http://4.bp.blogspot.com/-EI6F83SS6JY/TvGoJc97fLI/AAAAAAAAAU0/XBMBRuG-McI/s1600/MBA_Helen_services.jpg

A system map visually shows the different actors and artefacts, and the relationships between them.

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System map

Page 17: Moving from user centred thinking to system thinking

http://servicedesigntools.org/sites/default/files/res_images/58299511_2bcff18db2_b.jpg Example Flickr system map

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Page 18: Moving from user centred thinking to system thinking

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Experience map

An experience map shows a customer’s end to end journey across multiple touchpoints in the pursuit of a goal

Page 19: Moving from user centred thinking to system thinking

At each stage of the customer’s journey…

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Page 20: Moving from user centred thinking to system thinking

http://hello.boagworld.com/wp-content/uploads/2010/11/personas1.png

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Personas are fictional characters that represent the different actors within a system. They are fictional but should be based on fact.

Personas

Page 21: Moving from user centred thinking to system thinking

Some service design resources

www.servicedesigntoolkit.orgwww.servicedesigntools.org

http://library.ac4d.com

Service Design - From Insight to Implementation (Book)

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Adaptive Path’s guide to experience mapping (free eBook)

Page 22: Moving from user centred thinking to system thinking

http://www.retreatbyrandomhouse.ca/wp-content/uploads/2012/07/Cat-reading1.jpg

“In an increasingly complex world we must take a holistic view to create truly

exception user experiences. Meow”

A very wise cat

www.uxforthemasses.com | @neilturnerux

Page 23: Moving from user centred thinking to system thinking

slideshare.net/neiljamesturner

uxforthemasses.com/presentations

Psst… Want some

slides?

www.uxforthemasses.com | @neilturnerux