service design research. ux poland 2013
DESCRIPTION
Service design is about designing user-friendly service. The backbone of this process is to understand the behavior of the customers, their needs and motivations. Thus, while creating customer journey or experience map, designers should base on not only on their intuition but primarily on user research findings and expert analysis. The question is how to select the appropriate set of methods that allow designers to identify problems that lower customer satisfaction.TRANSCRIPT
Service
Research
UX Poland 2013
Design
Service DesignDesigning customer experienceat the time of service
Great experience across all touch points
Touch points
ServiceExamples
Visiting the museum
Concierge
Online loan
Service Design
Lucy Kimpbell
Discovery
Definition Design Delivery
Service Design Process
Journey MapHow the customer perceives and experiences the service interface along the time axis
Customer
Maps of a customer experience focus on how things will be experienced, not how they're made.
ResearchIdentifying, discoveringand understandingthe service contextand users
ResearchContext
Touchpoints
www, mobileMailingSocial media, forumAdvertisement – display, tv, radio, outdoorPlaces – store, institute, home, officeDokuments – POS, invoice
Touchpoints
ResearchUsers
People
Users, customersFrontstage employeesBackstage employeesPartnersStakeholders
People
ResearchMethods
InterviewsIndividual, in-depthAt lab, home, office
InterviewsWith customers, employees,partners, stakeholders
Field studyObserving users in the fieldat the time of service
Field studyWatch people visiting the institutionWatch customers shopping at the moll
Mystery shopperResearcher in customer’s shoes
Mystery shopperShop online and try to take the loanTalk with consultant about the service
Diary studyUsers record their experiences related to a particular subject over a period of time
Diary studyMoments when looking for helpExperience when visiting museums
Usability testingObserve how customers are useing interactive products
Usability testingTest the website and mobile appConduct eyetracking of landing page
QuestionnaireOnline or offlineFor users, employees or partners
QuestionnaireAsk call center employees about calls
Desk researchAnalysis of customers’ opinions
Desk researchRead forums and Facebook fanpage
Report analysisHelp desk, call center, FAQs
Expert reviewExpert analysis of touch points– websites, documents, places
live|work
Thx!
www.servicedesigntools.orgicons by www.picol.org
Stormtroopers 365 on Flickr by StefanLego experience map
Rail Europe experience mapThird example of experience map