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7/29/2019 User Experience Design, Service Design, Design Thinking
http://slidepdf.com/reader/full/user-experience-design-service-design-design-thinking 1/69
,
service design
&
design
thinking
by Sylvain Cottong, www.integratedplace.com
SA UX
Forum,
Faculty
of
Design,
University
of
Johannesburg,
August
18th,
2009
http://groups.google.com/group/sa‐ux‐forum/browse_thread/thread/ba87ca0252c48a7d
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What
is
user
experience
design?
a person
has
when
interacting
with
a specific
design.
This
can
range from a specific artifact, such as a cup, toy or website,
,
airport.
Source: htt : www.uxnet.or
It most commonly refers to the result of a planned integration
of software design, business, and psychology concerns.
In the web world, user experience is sometimes conflated with
usability, information architecture (IA), and user interface (UI)
esign, a o w ic are components o it.
Source: http://en.wikipedia.org/wiki/User_experience_design
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What
is
user
experience
design?
Jesse James Garret’s famous representation of UX for the Web:
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What
is
user
experience
design?
Peter Morville’s honeycombs:
Information architecture:
‐ The combination of organisation,
labeling, and navigation schemes within
an
information
system.
‐ The structural design of an information
space to facilitate task completion and
intuitive access to content.
Sources:
http://semanticstudios.com/publications/sem
antics/000010.php
ttp: semanticstu ios.com pu ications sem
antics/000029.php
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What
is
user
experience
design?
Peter Morville’s honeycombs:
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What
is
user
experience
design?
UX design is a Human‐Centered Design process
An International
Standard
ISO 13407: The Human‐centered design process defines a general process for
‐ ‐ ,
does not specify exact methods.
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What
is
user
experience
design?
UX design is a Human‐Centered Design process
Specify the
context
of
use
Identify the people who will use the product, what they will
, .
Specify requirements
Identify
any
business
requirements
or
user
goals
that
must
be
.
Create design solutions
This part of the process may be done in stages, building from a
rou h conce t to a com lete desi n.
Evaluate designs
The most important part of this process is that evaluation ‐
ideally through usability testing with actual users ‐ is as
integral as quality testing is to good software development.
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What
is
user
experience
design?
UX design is a Human‐Centered Design process
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UX
design
processMany similar ways of representing the UX design process.
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UX design process
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UX design process
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UX design process
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UX design process
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UX design process
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T ical
UX
tools
&
deliverables:
Personas
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Typical UX tools & deliverables:
Mental models
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T ical
UX
tools
&
deliverables:
Wireframes
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Typical UX tools & deliverables: Wireframes
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T ical
UX
tools
&
deliverables:
Conce t
ma
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T ical
UX
tools
&
deliverables:
Card
sortin
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Typical UX tools & deliverables:
Content Inventory
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Typical UX tools & deliverables:
User & task flow charts
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T ical
UX
tools
&
deliverables:
Sitema
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T ical
UX
tools
&
deliverables:
User
tests
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Typical UX tools & deliverables
There are many other UX tools & methods. You have to decide in the context
of each ro ect which ones to use.
http://project.cmd.hro.nl/cmi/hci/toolkit/ http://nform.ca/tradingcards/
http://clearlyitworks.pbworks.com/UX+and+IA+Resources
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Key benefits of UX?
u
¾Manages the risk the workers won't be able to use the application,
or won't want to use it
¾Ensures that
vital
features
are
not
left
out
¾Reduces costly development of features that users don't want or
don't need
¾Reduces training and support costs
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Key benefits of UX?
Benefits to Businesses in Customer‐Facing
Applications
¾Enables ease‐of ‐use resultin in hi her conversion rates and
greater cross‐selling and up‐selling opportunities
¾Reduces support
&
service
costs,
generates
greater
customer
satisfaction & loyalty and improved perception of the brand
¾Improves customers' tolerance of business goals that conflict with
t eir
persona
goa s
¾Reduced overall project costs and timescales
¾And thus generates increased revenues
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Service design
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What
is
Service
desi n
?¾Today, services represent between 60% & 70 % of GDP of
¾Whereas design methods have always been applied to
roducts services have lon been considered as a necessar
extension to products without paying them the same
attention than products themselves
¾Most products today are combined with services, thus it is
the overall experience that counts and that is judged by
customers
¾The emerging field of service design combines design
methods from product design & interaction design for
.
of educated interaction designers work in service design.
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What
is
Service
desi n
?Service design is most developed in northern Europe (Scandinavia,
The Netherlands and Great Britain and to a lesser extent in the US.)
Source: http://howardesign.com/exp/service/worldwide/
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What
is
Service
desi n
?Service design is about making what you do more useful,
usable &desirable for your users, and more efficient, effective
& valuable for
you
‐everyone
loves
a
great
experience.
Do you remember the
UX design honeycomb ?
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What
is
Service
desi n
?Service design is a human‐centered approach that focuses on
customer experience and the quality of service encountered
as the
key
value
for
success.
Do you remember the
human‐centered design
process ?
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Service
desi n:
Ke
conce ts
Service touch points are the tangibles, for example:
spaces, objects, people or interactions that make
the total
experience
of
using
a
service,
i.e.:
¾Advertising
¾Web, mobile
phone
&
PC
interfaces
¾Physical environments (shops, reception areas,
transport environments, hospitals, etc.)
¾Customer facing staff (Call centers, customer
representatives, receptionists, etc.)
¾Communication & mailings, etc.
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Service
desi n:
Ke
conce ts¾ Systems
Services are rovided and ex erienced throu h s stems
and relationships.
¾ Value
Different services create and measure value in different
ways, but most services try to provide the best value for
both users and producers.
¾ Journe sAll services are experienced over time. People also take
different journeys to, through, and from a service.
¾ Peo le
Services always
involve
people
and
rely
on
both
the
user
and the producer working together.
¾ Pro ositions
Services are generally packaged as a ‘proposition’ for users
to
buy
into.
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Service
desi n:
Tools
&
MethodsEthnography, user studies & personas
Identifying, discovering and understanding the service context and the users.
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Service
desi n:
Tools
&
MethodsCustomer journey map
Illustrates how the customer perceives and experiences the service
interface along the time axis.
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Service desi n: Tools
&
MethodsService blueprinting
Allows for
a
quantitative description of
critical service
,
such
as
time,
logical
sequences
of
actions
and
processes,
also specifying both actions and events that happen in the
time and place of the interaction (front stage)
and actions and events that are out of the line of visibility
,
service (backstage).
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Service desi n:
Tools
&
MethodsIdeation, context mapping & participatory design
Reveals users’ conscious
and
latent
needs,
ex eriences ho es and ex ectations. Users
participate in a workshop facilitated by a tutor.
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Service desi n: Tools & Methods
Service prototyping: Scenarios, storytelling, storyboards, real
wor exper ence s mu a on
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Service desi n: Tools & Methods
Service prototyping: Scenarios, storytelling, storyboards, real world
exper ence s mu a on
ec n ques rom mov e‐ma ng an e per orm ng ar s are us very
useful for service prototyping.
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Service desi n: Ke benefits
¾Enables ease‐of ‐use, resulting in higher conversion rates and
greater cross‐se ng an up‐se ng opportun t es
¾Reduces support
costs,
greater
customer
satisfaction
&
loyalty, and improved perception of the brand
'
conflict with their
personal
goals
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Service desi n: Ke benefits
¾Everyone, like
it
or
not,
is
a service
provider
¾The inclusion of good customer service is becoming a key
differentiator for any type of organisation, be it product or
serv ce‐ ase . n our new economy an soc a sys em s e
whole experience, before, during or after the actual selling
that really counts.
¾Customers are willing to pay a premium for products and
exciting.
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Service desi n: Ke benefits
¾Innovating, redesigning
and
managing
services
represent
a
organisations.
e ps mee ng cus omers r s ng expec a ons o c o ce an
quality
¾Helps make
use
of
the
technologies’
revolution,
that
multiplies
the possibilities for creating, delivering and consuming services
¾Helps answering the pressing environmental, social and
economic challenges
to
sustainability
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Service desi n: Case stud
Carnegie Library of Pittsburgh, a project by Maya design
A
strategic
design
project
:
¾wayfinding
¾web site
¾and
the
library
catalog
and thus is a service design project as it
dealt with several touch points and the
customer journey, ut wit a strong
focus on
information
architecture.
http://www.maya.com/portfolio/carnegie ‐libraryMAYA Design, Inc. / SouthSide Works, Building 2, Suite 300 2730 Sidney Street /
Pittsburgh, PA
15203
/+1
412
‐488
‐2900
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Service desi n: More resources on the Web
Abouthttp://www.designcouncil.org.uk/en/About‐Design/Design‐Disciplines/Service‐
design‐by‐Bill‐Hollins/
http://www.howardesign.com/exp/service/
http://www.enginegroup.co.uk/projects/
Methods &
tools
http://www.enginegroup.co.uk/service_design/methods/
http://servicedesign.wikispaces.com/
http://www.servicedesigntools.org/
: www. v .o
Professional organizationhtt : www.service‐desi n‐network.or
and many blogs…..
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Desi n thinkin
What is the meta‐trend & concept behind such practices as
UX esign & service esign
Design thinking, a way for solving all kinds of problems
.
Often also referred to as “design thinking in business”.
It’s about a methodology, but also about a mindset and
about a changing paradigm in management theory, moving
from the traditional top‐down and quantitative approach to
a
more
bottom‐
up,
qualitative
approach in
innovation
&
transformation processes.
It’s a new design discipline that builds on traditional design
skills to address social and economic issues.
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, , ,
experiences that not only satisfy a function or solve a problem, but that
are also desirable, aspirational, compelling and delightful.
These qualities can be used by organisations in both the public and private
sector which are seeking to transform the way in which they connect to
individuals. It’s
a
rocess
that
can
be
a lied
to
almost
an
roblem.
Benefits:
¾placing the person – the ‘user’ – at the heart of a solution;
¾a means for experts to collaborate equally on complex issues;
¾a rapid, iterative process that can adapt to changing circumstances;
an a ig y creative approac to pro em‐so ving t at ea s to practica
& innovative everyday solutions.
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divergent thinking, bringing different approaches together to find new
solutions for complex and ill‐defined problems.
B‐school meets D‐school
(Or left‐brainers meet right‐brainers).
Design schools create the tools of transformation and graduate the
people to implement them.
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(“Multidisciplinarity” , “Get the big picture”)
‐ , .
scientific method for problem solving uses problem‐focused strategies
and analysis, designers use solution‐focused strategies and synthesis.
Good Design Thinking is the ability to see things not readily apparent to
others (and that's where market differentiation can occur).
It's the ability to see the 'edges' of something, to find shape and form in a
mass of stuff. It's the ability to see things differently – to see the implicit and make it explicit.
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" "
.
It is about survival and being truly honest with customers.
‐
approach over a data‐driven approach.
Rather than
amassin
mounds
of
data
from
customer
and
market
research, you go out and observe people to understand their lives and
needs and how products could fit into them (Ethnography).
building empathy
with
customers.
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Design Thinking helps transform existing conditions into preferred ones, thus
improving the future.
There are no judgements in design thinking.
This eliminates the fear of failure and encourages maximum input and
participation.
Wild ideas are welcome, since these often lead to the most creative solutions.
,
methodologies to
any
of
life's
as
well
as
public
&
business
organisation's
situations.
(‐> Service design, social design, process design, decision‐making design,
business model design, product design, web design, etc.)
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EXPLORATORY MINDSET
Decision min set: I am going to i enti y a t e a ternatives, weig t eir
consequences, and choose one.“
Desi n mindset: "Man of the alternatives are et to be discovered and the true
consequences of choosing any of them are difficult to be sure of; let's iteratively
explore the possibilities together, discovering new ones and choosing as best we
can at each step.“
DESIGN PROCESS
Design thinking is built on confidence in The Design Process:
¾understand the context you are addressing ‐‐ the people, relevant activities and
environments ‐ the forces at work must necessarily shape any workable solution
¾try to conceive something that might serve the situation you've started to
understand
context and see how it works
¾this takes you back to the "understand" step, and around you go again.
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Design thinking norms
Process
DefineObserve &
ResearchIdeate &
Co‐createChoose
Prototype
& testImplement
& learn
Think visually – Tell stories
Characteristics of tools & methods
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¾Empathy
¾Integrative thinking
pt m sm
¾Experimentalism
¾Collaboration
Source:
http://www.ideo.com/images/uploads/news/pdfs/IDEO_HBR_Design_Thinking.pdf
It’s about how to use product, communication, interaction and spatial designers’ core skills to transform the ways in which the public interacts with systems, services, organisations and policies.
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mpa y¾Ability to imagine the world from multiple perspectives – those of
colleagues, clients, end users and customers
¾“People first” approach: imagine solutions that are inherently desirable
and meet explicit and latent needs.
¾Notice things instantly that others don’t see (Ethnography)
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n egra ve n ng¾Not only relying on analytical processes (that produce either/or choices)
– –
confounding problem and creating novel solutions that go beyond and
dramatically improve on exiting alternatives.
Optimism ,
one potential
solution
is
better
then
the
existing
ones.
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xper men a sm¾Significant innovations don’t come from incremental tweaks. Design
thinkers pose questions and explore constraints in creative ways that
.
Collaboration
,
,
¾ replaced the myth of the lone creative genius with the reality of the
.
¾design thinkers don’t simply work alongside other disciplines; many of
them have si nificant ex erience in more than one & are used to workin
in multidisciplinary teams.
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"T‐shaped” people
They have
a
principal
skill
that
describes
the
vertical leg of the T ‐‐ they're mechanical
engineers or industrial designers. But they are so
empathetic that they can branch out into other
skills, such as anthropology, and do them as well.
They are able to explore insights from many
different perspectives and recognise patterns of
.
Tim Brown, CEO of design consultancy IDEO in
http://www.fastcompany.com/magazine/95/design‐
s ra egy. m page=
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Roger Martin, the dean of the Rotman school of management, another leading
“ ”,
Source: http://www.rotman.utoronto.ca/rogermartin
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¾Design thinking is a new mindset & set of methods (inspired by traditional design
theory) for solving today’s pressing economic, social & environmental problems, as
opposed, but also as in addition to, the traditional analytical and quantitative methods.
‐ , ,
new, innovative and sometimes radical solutions in a multidisciplinary & participatory
way.
¾These solutions are constantly prototyped, tested and implemented in an iterative
process.
the
consumer
&
the
provider.
¾UX design for the web & service design are practices that are perfectly in line with
t e es gn t n ng process & min set. It s a out app ying ong nown tra itiona
design methods & processes in product design to more complex, abstract, interactive &
intangible
things.
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Thank you
for
your
attention.
Your questions?