Exploring Service Design: User Experience Beyond the Screen

Exploring Service DesignUser Experience Beyond the ScreenAriel van SpronsenRefresh Bellingham1/20/2010

The new(ish) service economyServices constitute about 70% of most industrialized nations’ GDPIn the US, private sector alone accounts for nearly 70% of our GDP. Add public sector, and it’s closer to 80%“Services produced by private industry accounted for 67.8 percent of U.S. gross domestic product in 2006.” –US Department of StateThat’s a lot of dough.ContextA Service Economy. Retrieved from http://www.america.gov/st/econ-english/2008/April/20080415222038eaifas0.9101831.html 1/18/20102

Satisfaction is based on experiences“Twenty years ago, when asked what people looked for when making purchases, the most common response was ‘quality of product’. In 2004 the most common answer was ‘honesty’.”Selling a great product isn’t enough…Service and support are a big deal (Comcast fail)An great experience can seriously outshine an ugly interface (Zappos win)You certainly can’t sell a crappy product and run.ContextParker, Sophia and Joe Heapy. Jouney to the Interface. Demos, July 2006.http://www.zappos.com/. Retrieved 1/18/20103

No product is an islandCommunities ruleThe first stop for a purchase is often a review siteAuthority and credibility often rests with user communitiesPeople identify with a product based on who else has itMany products are only as good as they are extensibleContext4

And yet…“…the shift to a service economy has not necessarily heralded a service revolution. Many of our interactions with organisations are characterised by profound frustration… Too often it feels like ‘producer interests’ or profit incentives matter more than how we feel.”Enter service design.ContextParker, Sophia and Joe Heapy. Jouney to the Interface. Demos, July 2006.5

Services I love!!!11!!IkeaThe Apple storeParis MetroOwning a VolkswagenZipcarPicnikWhat is Service Design?7

Services I ha… dislikeThe DMVBuying a car or houseGrocery linesLaundromatsKing County MetroThe post officeWhat is Service Design?8

What’s the difference?Services we love…are consistent.are easy to use.match our mental models.provide us with the right information at the right time.give us escape/undo optionsappeal to our sense of what is desirable and delightful.Sounds a lot like a well-designed website, right?What is Service Design?Wikipedia. Retrieved from http://en.wikipedia.org/wiki/Service_design 1/18/2010Servicedesign.org. Retrieved from http://www.servicedesign.org/glossary/service_design/ 1/18/20109

What are services?“Activities or events that form a service product through an interaction between the customer, any mediating technology, and representatives of the service organization.Performances—choreographed interactions manufactured at the point of delivery and designed to meet people’s expectationsProcesses—that that people see and experience and where they co-produce value, utility, satisfaction, and delight.”What is Service Design?Shelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009.10

Definitions of service designWikipedia:“Service Design is the activity of planning and organizing people, infrastructure, communication and material components of a service, in order to improve its quality, the interaction between service provider and customers and the customer's experience”servicedesign.org“Design for experiences that reach people through many different touch-points, and that happen over time.”What is Service Design?Wikipedia. Retrieved from http://en.wikipedia.org/wiki/Service_design 1/18/2010Servicedesign.org. Retrieved from http://www.servicedesign.org/glossary/service_design/ 1/18/201011

Is it really new?Yes and no.Not new:Design thinkingUser-centered designManagement consultingQueue management designCustomer service trainingMerchandisingNew:Addressing an overall experience problem with user-centered design thinking instead of business thinkingWhat is Service Design?12

What does service design address?“People—all the people directly or indirectly involved in the service delivery, from employees, and partners to other customersProduct—artifacts that facilitate interaction between the customer, any mediating technology, and representatives of the service organization (often referred to as service evidence)Place—the settings for the service delivery—either physical or virtual, synchronous or asynchronousProcess—procedure, mechanisms, and flow of activities by which the services are experienced over timePerformance—transformation and interaction among people and machines (associated with both the customers and the firm) to achieve synergy in value creation and perception of quality (after Lovelock and Wright)”What is Service Design?Shelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009.13

TouchpointsService experiences are a combination of tangibles and intangibles.Service Design ConceptsHugh Dubberly. 10 Service Design Principles. From a presentation to AIGA | IDSA on 8/8/200815

TouchpointsService design addresses the tangible parts of the service interface to help create the intangible value.The tangible parts of a service interface are called touchpoints.“We create resources that choreograph interactions—we design the service interface so that participants VALUE their experience.”“Value is in the experience.”Service Design ConceptsShelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009.Hugh Dubberly. 10 Service Design Principles. From a presentation to AIGA | IDSA on 8/8/200816

SystemsSets of resources composed into interfaces make up a service systemService Design ConceptsHugh Dubberly. 10 Service Design Principles. From a presentation to AIGA | IDSA on 8/8/200817

JourneysThe service is seen as a journey through touchpoints, over time and across channels.Service Design ConceptsParker, Sophia and Joe Heapy. Jouney to the Interface. Demos, July 2006.18

Experience CycleThe experience cycle is a framework for creating value out of a service journeyService Design ConceptsHugh Dubberly. 10 Service Design Principles. From a presentation to AIGA | IDSA on 8/8/200819

Process Engine Service DesignService Design Process & MethodsEngine Service Design. Retrieved from http://www.enginegroup.co.uk/service_design/v_page/our_process 1/18/201021

ProcessLive|WorkService Design Process & MethodsLavransLøvlie, Live|Work. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009.22

ProcessEvenson|CMUService Design Process & MethodsShelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009.23

Process Common ThemesDiscoveryResearch user needsUnderstand business requirementsDefine context of useDefine RequirementsWhat are we solving for?StrategyHow to solve the problemCreate and IterateDesignPrototypeTestRepeatService Design Process & Methods24

Methods DiscoveryObservational studiesInterviewsArtifact walk-throughsDirected storytellingEthnographic researchWork-alongService Design Process & Methods25Self-explorationService actingJournals/diariesCollaging and personal mapsImage sorts

Methods DiscoveryObservational studiesInterviewsArtifact walk-throughsDirected storytellingEthnographic researchWork-along (contextual inquiry)Service Design Process & Methods26Self-explorationService actingJournals/diariesCollaging and personal mapsImage sorts

Methods Define RequirementsStakeholder mapCustomer journeysTouchpoint analysisPersona creationService specificationService Design Process & Methods27

Methods Define RequirementsStakeholder mapCustomer journey (user flows)Touchpoint analysis (task analysis)Persona creationService specificationService Design Process & Methods28

Methods StrategyService frameworkService ecologyRelationship mapTerritory mapService Design Process & MethodsShelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009.29Service framework

Methods StrategyService frameworkService ecologyRelationship mapTerritory mapService Design Process & MethodsShelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009.30Service framework

Methods Create and IterateCo-designStoryboardingService blueprintPrototypingUser testingService Design Process & MethodsJason Howell, Alankrita Prasad, Catarina Pereira, Steven Selzer, and Zhen Zen. CMU School of Design.31Service blueprint

Methods Create and IterateCo-designStoryboardingService blueprintPrototypingUser testingService Design Process & MethodsJason Howell, Alankrita Prasad, Catarina Pereira, Steven Selzer, and Zhen Zen. CMU School of Design.32Service blueprint

33User Experience Beyond the Screen

Service Design in EuropeMany consultancies. A few of them:Live|Work, UKEngine, UKThink Public, UKZest Innovation, UKRadarstation, UKTheir clientsPublic sector/environmentThink tanksA fairly low percentage of commercialUser Experience Beyond the Screen34Plot, UK

Palmu, FinlandService Design in the USNot too much going on here. A few premier consultancies are offering service design.IDEOAdaptive PathContinuumOne agency dedicated to service designFrontier Their clientsAlmost 100% commercialBig companies who can afford itVery few public sector engagementsUser Experience Beyond the Screen35

Why so little service design in the US?We have lots of services; we are a service economyPeople are just as frustrated with poor service hereThe value of better user experiences is clearly proven in ecommerceThe decentralization of authority and primacy of social media to influence customers is on fire with attention from marketersBig players like Apple and IKEA have proven that well-designed overall experiences put them in frontUser Experience Beyond the Screen36

You can do it…User experience and interaction designers are a natural fit for service designUser-centered processOverlapping methodsDesign thinkingUser Experience Beyond the Screen37

…with a little shiftA clue to the shift: Where methods don’t overlap:Observational studiesDirected storytellingEthnographic researchSelf-explorationService actingUser Experience Beyond the ScreenCollaging and personal maps

The shiftUser Experience Beyond the ScreenThis is stuff American companies are oftenuncomfortable with:

Touchy-feely activities like acting

Exploring Service Design: User Experience Beyond the Screen

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Exploring Service Design: User Experience Beyond the Screen