service design for multi channel experiences workshop
DESCRIPTION
Workshop slides: 2014 User-Centered Design Taiwan Summit @27 March 2014 (http://www.bnext.com.tw/edm/2014UCD/english/)TRANSCRIPT
Service Design for Multi-Channel Experiences
電子商務服務設計
Raven Chai UX Consulting
27 March 2014 Thursday
WORKSHOP!
What is this workshop about?
Raven Chai• Founded UX Consulting in 2008
• Over 15 years experience as a technologist, designer and user experience practitioner
• Lead UX consultant for SingTel since 2008
• Founder of
• Leadership team
Why Service Design and Multi-Channel Experiences
Agenda (Part 1)
Introduction
Case Study + Service Design Framework
Design Brief
Exercise 1 (Individual)
Exercise 2 (Pair)
Exercise 3 (Individual)
mins
10
15
5
20
20
20
90
Case Study Designing Singtelshop.com
Context & Objective
ObjectiveCost savings on sales commissions, processing time, marketing expenses
Service PromiseEnd-to-end online ful!llment
ResultsGo-to-Market faster, uniform marketing message
Case Study Designing Singtelshop.com
Design Process
Evaluate ›❯ Create Personas ›❯ Competitive Analysis ›❯ Usability Study ›❯ Design Iteration ›❯ Service Integration
Case Study Designing Singtelshop.com
Key Results & Implications
• Convert 20% of the total sales via online shop
• Increase in sales revenue and customer satisfaction
Ongoing Customer Research Activities Strategy, Planning & Restructuring
Case Study Designing SingTel Shop
Context & Objective
ObjectiveCost savings on sales commissions, processing time, marketing expenses
Service PromiseEnd-to-end online ful!llment
ResultsConvert 20% of the total sales via online shop
Case Study Designing SingTel Shop
Design Process
• Customer-centric product architect
• Increase in sales revenue and customer retention rate
Case Study Designing SingTel Shop
Key Results & Implications
Service Design Framing Context & Objective
Gather Insights
Create Personas
Idea Selection
Service Concept & Prototyping
Story Telling & Presentation
WHAT ARE YOU DELIVERING?
WHAT ARE THE EXPERIENCES?
WHO ARE YOU DESIGNING THE PRODUCT FOR?
IDENTIFY THE DIFFERENTIATING IDEA(S)
HOW DOES IT WORKS?
Online
Offline
Design Brief
Create a
Travel Service Design through eCommerce website - capture the service !ow of a travel experience
- focus on services that can deliver via website
- the services need to generate revenue online
Exercise 1 Framing Context & Objective(Individual)
20
Exercise 2 Interview User Experience(Pair)
20
Exercise 3 Create Personas(Individual)
20
Tea Break 30
Agenda (Part 1)
Exercise 4 (Group)
Exercise 5 (Group)
Exercise 6 (Group)
Q & A
mins
20
60
30
10
120
Exercise 4 Idea Selection(Group)
20
Exercise 5 Service Concept & Prototyping(Group)
60
Exercise 6 Story Telling & Presentation(Group)
30
Online Resources• http://www.slideshare.net/ingjerdj/service-design-workshop-
designing-the-customer-experience-16486875
• http://www.servicedesigntoolkit.org/templates/
• http://www.slideshare.net/MarcStickdorn1/service-design-thinking-27439915
• http://thisisservicedesignthinking.com
Questions & Answers
RAVEN CHAIEmail: [email protected]: @ravenchaihttp://www.slideshare.net/uxconsulting/service-design-for-multi-channel-experiences-workshop