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A mix of slides and learnings from the SDN 2013 Global Conference, with my own tweaks and edits.
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TRANSFORMATION
THRU DESIGN How our users are changing the way we work.
Annie StewartUX Concept Developer, Internet Architects
Mobile Internet
Social Media Internet of Things
Cloud Computing
Big DataCollaborative
innovation
Immersive experience
A Perfect Storm of Technological Change
Natural resources
Immigration Globalisation
Urbanisation
InequalityGlobal warming
Ageing demographics
A Perfect Storm of Social, Cultural and Environmental Change
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
% GDP
% GDP
The Service Economy: A worldwide phenomenon
Public sector spending in top 25 nations is 43% to 58% of GDP.
Respond to the global challenges we collectively face.
Focus on service systems, not just product or gadgets.
Blend deep customer insight with technological
innovation.
Generate enterprise value for the public sector and
citizens.
A New Agenda for Design
The Service Design
Approach
Co-Creation with users, business and stakeholders.
Service Designer: everyone at the same table
Content Providers
Visual
Designers
Information Architects
Analysts
Users
Developers
Strategy
Design
Business
Technology
User Centred Design Research:
Observation, ethnography, interviews, continuous testing and
feedback
Output: a collaborative programme with a multi-channel result.
User Experience Design: There’s more than meets the eye
Material World
Knowledge & Content
Services & Actions
User Experience Design: There’s more than meets the eye
Material World
Knowledge & Content
Services & Actions
University course
Course materials
Teachers
Syllabus
Training
Scheduling
Student relations
Assessment standards
CounselingRecruitment
Knowledge sharing
Curriculum planning
Horizontal Strategy
Verticals Culture
Full consideration of the
business implications of the
design
User Experience Design Service
Change
But let’s keep things in
perspective…
Reactive
Incremental
Moderate savings
Low risk
Service
improvement
Boring
Reactive
Incremental
Moderate savings
Low risk
Service
improvement
Reactive
Incremental
Moderate savings
Low risk
Proactive
Big bang
Assumed savings
High risk
Service
improvementRadical
innovation
Boring
Reactive
Incremental
Moderate savings
Low risk
Proactive
Big bang
Assumed savings
High risk
Scary
Service
improvementRadical
innovation
Boring
Service
improvement
Reactive
Incremental
Moderate savings
Low risk
Radical
innovation
Proactive
Big bang
Assumed savings
High risk
Boring
Proactive
Incremental
Significant savings
Moderate risk
Service
transformation
Scary
Service
improvement
Reactive
Incremental
Moderate savings
Low risk
Radical
innovation
Proactive
Big bang
Assumed savings
High risk
Boring
Proactive
Incremental
Significant savings
Moderate risk
Service
transformation
Essential Scary
1. Focus on the real user tasks & pain points.
2. Turn user experience into numbers.
3. Go deeper into operational change.
Five Elements of
Transformational Change
1. Narrow your scope to broaden your horizon
1. Narrow your scope to broaden your horizon
12
3
4
5
6
1118
49
Task Task Task
User
Ch
an
nels
Backsta
ge p
ro
cesses
Sub-tasks
Desired outcome
Website
Social media
Call center
Content creation
IT-infrastructure
Use Google to
search for a
product they use
or need.
Description of the user task, sub-tasks and desired outcomes. Description of the user task, sub-tasks and desired outcomes. Description of the user task, sub-tasks and desired outcomes.
"I trust Google
to deliver the
most relevant
and popular
suppliers first."
SEO and
metadata
strategy.
Homepage Product page Search+Results
Call the service
desk
Troubleshooting
?
Look for help
Products
Query product
database
Users
Query
distributors
Find user info to
deliver specific
information.
User Experience Map
Map different user journeysDifferent people take different paths through the service. Map, plan and test various scenarios to ensure consistency across channels and touchpoints.
1. Narrow your scope to broaden your horizon
2. Big Data & Small Data: build the set, then the story
Small Data
Identify audiences and
their goals, needs and
pain points.
Understand why
issues and behaviours
exist and examine
what types of solutions
are appropriate.
2. Big Data & Small Data: build the set, then the story
Big Data
Validate statistical
significance of
insights. Blah
Identify specific
tasks, behaviours and
problems.
3. Value over Volume
4. Value over Volume
Before anything is published…
Do you have the resources to do it the right way? If
not, adjust the scope.
Is its necessity based on evidence instead of opinion?
Is it linked to a task of a confirmed target audience?
Has it been effectively validated by users?
4. Be the change you want to see.
Be your own prototype!
Be agile and cross-disciplinary.
Test things before recommending them.
Base all content and design decisions on fact, not opinion.
4. Be the change you want to see.
Actions over reports. DO something!
Move faster to prototype and start using and testing
something real.
Design things that can actually be built.
Blog, network, share. We’re all in this together.
4. Be the change you want to see.
5. Engage others and snowball your impact
Start with basic service improvements that benefit a lot of
people.
Showcase your client, not yourself.
Have fun! Client experience is just as important as user
experience.
Start a cult.
5. Engage others and snowball your impact
Great interfaces come from
focusing on users’ needs.
Great experiences come from
great organisations.