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

Email

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.