UX design, service design and design thinking

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  • User experience designUserexperiencedesign,

    servicedesign&designthinking

    bySylvainCottong,www.integratedplace.comSAUXForum,FacultyofDesign,UniversityofJohannesburg,August18th,2009http://groups.google.com/group/sauxforum/browse_thread/thread/ba87ca0252c48a7d

  • User experience design (UX)Userexperiencedesign(UX)

  • Whatisuserexperiencedesign?p g

    User Experience (abbreviated: UX) is the quality of experienceUserExperience(abbreviated:UX)isthequalityofexperienceapersonhaswheninteractingwithaspecificdesign.Thiscanrangefromaspecificartifact,suchasacup,toyorwebsite,up to larger integrated experiences such as a museum or anuptolarger,integratedexperiencessuchasamuseumoranairport.

    Source:http://www.uxnet.org/p // g/

    Itmostcommonlyreferstotheresultofaplannedintegrationofsoftwaredesign,business,andpsychologyconcerns.

    Inthewebworld,userexperienceissometimesconflatedwithusability,informationarchitecture(IA),anduserinterface(UI)d i ll f hi h f idesign,allofwhicharecomponentsofit.

    Source:http://en.wikipedia.org/wiki/User_experience_design

  • Whatisuserexperiencedesign?p g

    JesseJamesGarretsfamousrepresentationofUXfortheWeb:

  • Whatisuserexperiencedesign?p g

    PeterMorvilleshoneycombs:

    Informationarchitecture:

    Thecombinationoforganisation,labeling,andnavigationschemeswithinaninformationsystem.

    Thestructuraldesignofaninformationspacetofacilitatetaskcompletionandintuitiveaccesstocontent.

    Sources:http://semanticstudios.com/publications/semantics/000010.phph // i di / bli i /http://semanticstudios.com/publications/semantics/000029.php

  • Whatisuserexperiencedesign?p g

    PeterMorvilleshoneycombs:

  • Whatisuserexperiencedesign?p g

    UXdesignisaHumanCenteredDesignprocess

    AnInternationalStandardISO13407:TheHumancentereddesignprocessdefinesageneralprocessforincluding humancentered activities throughout a development lifecycle butincludinghumancenteredactivitiesthroughoutadevelopmentlifecycle,butdoesnotspecifyexactmethods.

  • Whatisuserexperiencedesign?p g

    UXdesignisaHumanCenteredDesignprocess

    SpecifythecontextofuseIdentifythepeoplewhowillusetheproduct,whattheywilluse it for and under what conditions they will use ituseitfor,andunderwhatconditionstheywilluseit.SpecifyrequirementsIdentifyanybusinessrequirementsorusergoalsthatmustbemet for the product to be successfulmetfortheproducttobesuccessful.CreatedesignsolutionsThispartoftheprocessmaybedoneinstages,buildingfromaroughconcepttoacompletedesign.g p p gEvaluatedesignsThemostimportantpartofthisprocessisthatevaluationideallythroughusabilitytestingwithactualusers isasintegralasqualitytestingistogoodsoftwaredevelopment.

  • Whatisuserexperiencedesign?p g

    UXdesignisaHumanCenteredDesignprocess

  • UXdesignprocessg p

    ManysimilarwaysofrepresentingtheUXdesignprocess.

  • UXdesignprocess

  • UXdesignprocess

  • UXdesignprocess

  • UXdesignprocess

  • UXdesignprocess

  • TypicalUXtools&deliverables:Personasyp

  • TypicalUXtools&deliverables:Mentalmodels

  • TypicalUXtools&deliverables:Wireframesyp

  • TypicalUXtools&deliverables:Wireframes

  • TypicalUXtools&deliverables:Conceptmapyp p p

  • TypicalUXtools&deliverables:Cardsortingyp g

  • TypicalUXtools&deliverables:ContentInventory

  • TypicalUXtools&deliverables:User&taskflowcharts

  • TypicalUXtools&deliverables:Sitemapyp p

  • TypicalUXtools&deliverables:Usertestsyp

  • TypicalUXtools&deliverables

    TherearemanyotherUXtools&methods.Youhavetodecideinthecontextof each project which ones to use.ofeachprojectwhichonestouse.

    http://project.cmd.hro.nl/cmi/hci/toolkit/ http://nform.ca/tradingcards/

    http://clearlyitworks.pbworks.com/UX+and+IA+Resources

  • KeybenefitsofUX?

    Benefits to Businesses in Enterprise ApplicationsBenefitstoBusinessesinEnterpriseApplications

    Managestherisktheworkerswon'tbeabletousetheapplication,orwon'twanttouseit

    Ensuresthatvitalfeaturesarenotleftout

    Reducescostlydevelopmentoffeaturesthatusersdon'twantordon'tneed

    Reducestrainingandsupportcosts

  • KeybenefitsofUX?

    BenefitstoBusinessesinCustomerFacingApplications

    Enableseaseofuse,resultinginhigherconversionratesand, g ggreatercrosssellingandupsellingopportunities

    Reducessupport&servicecosts,generatesgreatercustomersatisfaction&loyaltyandimprovedperceptionofthebrand

    Improvescustomers'toleranceofbusinessgoalsthatconflictwithh l ltheirpersonalgoals

    Reducedoverallprojectcostsandtimescales

    Andthusgeneratesincreasedrevenues

  • Servicedesign

  • WhatisServicedesign?g

    Today,servicesrepresentbetween60%&70%ofGDPofmost industrialised nationsmostindustrialisednations

    Whereasdesignmethodshavealwaysbeenappliedtoproducts,serviceshavelongbeenconsideredasanecessaryp , g yextensiontoproductswithoutpayingthemthesameattentionthanproductsthemselves

    Mostproductstodayarecombinedwithservices,thusitistheoverallexperience thatcountsandthatisjudgedbycustomers

    Theemergingfieldofservicedesigncombinesdesignmethodsfromproductdesign&interactiondesignfordesigning the experience of and the interface to services A lotdesigningtheexperienceofandtheinterfacetoservices.Alotofeducatedinteractiondesignersworkinservicedesign.

  • WhatisServicedesign?gServicedesignismostdevelopedinnorthernEurope(Scandinavia,TheNetherlandsandGreatBritainandtoalesserextentintheUS.))

    Source:http://howardesign.com/exp/service/worldwide/

  • WhatisServicedesign?g

    Servicedesignisaboutmakingwhatyoudomoreuseful,usable &desirable foryourusers,andmoreefficient,effective&valuable foryou everyonelovesagreatexperience.

    DoyouremembertheUXdesignhoneycomb?

  • WhatisServicedesign?g

    Servicedesignisahumancenteredapproachthatfocusesoncustomerexperienceandthequalityofserviceencounteredasthekeyvalueforsuccess.

    Doyourememberthehumancentereddesignprocess?

  • Servicedesign:Keyconceptsg y p

    Servicetouchpoints arethetangibles,forexample:spaces,objects,peopleorinteractionsthatmakethetotalexperienceofusingaservice,i.e.:

    Advertising

    Web,mobilephone&PCinterfaces

    Physicalenvironments(shops,receptionareas,transportenvironments,hospitals,etc.)

    Customerfacingstaff(Callcenters,customerrepresentatives,receptionists,etc.)

    Communication&mailings,etc.

  • Servicedesign:Keyconceptsg y p

    SystemsServicesareprovidedandexperiencedthroughsystemsp p g yandrelationships.

    ValueDifferentservicescreateandmeasurevalueindifferentways,butmostservicestrytoprovidethebestvalueforbothusersandproducers.

    JourneysyAllservicesareexperiencedovertime.Peoplealsotakedifferentjourneysto,through,andfromaservice.

    PeoplepServicesalwaysinvolvepeopleandrelyonboththeuserandtheproducerworkingtogether.

    PropositionspServicesaregenerallypackagedasapropositionforuserstobuyinto.

  • Servicedesign:Tools&Methodsg

    Ethnography,userstudies&personas

    Identifying,discoveringandunderstandingtheservicecontextandtheusers.

  • Servicedesign:Tools&Methodsg

    Customerjourneymap

    Illustrateshowthecustomerperceivesandexperiencestheserviceinterfacealongthetimeaxis.

  • Servicedesign:Tools&Methodsg

    Serviceblueprinting

    Allowsforaquantitativedescriptionofcriticalserviceelementselements,

    suchastime,logicalsequencesofactionsandprocesses,

    alsospecifyingbothactionsandeventsthathappeninthetimeandplaceoftheinteraction(frontstage)p ( g )

    andactionsandeventsthatareoutofthelineofvisibilityfor users but are fundamental for the delivery of theforusers,butarefundamentalforthedeliveryoftheservice(backstage).

  • Servicedesign:Tools&Methodsg

    Ideation,contextmapping&participatorydesign

    Reveals usersconsciousandlatentneeds,experiences,hopesandexpectations.Usersp , p pparticipateinaworkshopfacilitatedbyatutor.

  • Servicedesign:Tools&Methodsg

    Serviceprototyping:Scenarios,storytelling,storyboards,realld i i l tiworldexperiencesimulation

  • Servicedesign:Tools&Methodsg

    Serviceprototyping:Scenarios,storytelling,storyboards,realworldi i l tiexperiencesimulation

    T h i f i ki d th f i t thTechniquesfrommoviemaking andtheperformingartsarethusveryusefulforserviceprototyping.

  • Servicedesign:Keybenefitsg y

    Do you remember the key benefits from UX design?DoyourememberthekeybenefitsfromUXdesign?

    Enableseaseofuse,resultinginhigherconversionratesandlli d lli i igreatercrosssellingandupsellingopportunities

    Reducessupportcosts,greatercustomersatisfaction&loyalty,andimprovedperceptionofthebrand

    Improves customers' tolerance of business goals thatImprovescustomers toleranceofbusinessgoalsthatconflict withtheirpersonalgoals

  • Servicedesign:Keybenefitsg y

    And more specifically:Andmorespecifically:

    Everyone,likeitornot,isaserviceprovider

    Theinclusionofgoodcustomerserviceisbecomingakeydifferentiatorforanytypeoforganisation,beitproductor

    i b d I d i l t it i thservicebased.Inourneweconomyandsocialsystemitisthewholeexperience,before,duringoraftertheactualsellingthatreallycounts.

    Customersarewillingtopayapremium forproductsandservices that help make their lives easier, more enjoyable andservicesthathelpmaketheirliveseasier,moreenjoyableandexciting.

  • Servicedesign:Keybenefitsg y

    And more specifically:Andmorespecifically:

    Innovating,redesigningandmanagingservicesrepresentacompetitive advantage for modern businesses and public sectorcompetitiveadvantageformodernbusinessesandpublicsectororganisations.

    H l ti t i i t ti f h i dHelpsmeetingcustomersrisingexpectationsofchoiceandquality

    Helpsmakeuseofthetechnologiesrevolution,thatmultipliesthepossibilitiesforcreating,deliveringandconsumingservices

    Helpsansweringthepressingenvironmental,socialandeconomicchallengestosustainability

  • Servicedesign:Casestudyg y

    CarnegieLibraryofPittsburgh,aprojectbyMayadesign

    Astrategicdesignproject:

    interior redesigninteriorredesignwayfindingwebsiteandthelibrarycatalog

    andthusisaservicedesignprojectasitdealtwithseveraltouchpointsandthe

    j b i hcustomerjourney,butwithastrongfocusoninformationarchitecture.

    http://www.maya.com/portfolio/carnegielibraryMAYADesign,Inc./SouthSideWorks,Building2,Suite3002730SidneyStreet/Pittsburgh,PA15203/+14124882900

  • Servicedesign:MoreresourcesontheWebg

    Abouthttp://www.designcouncil.org.uk/en/AboutDesign/DesignDisciplines/Servicep g g g g pdesignbyBillHollins/http://www.howardesign.com/exp/service/

    Case studiesCasestudieshttp://www.enginegroup.co.uk/projects/

    Methods&toolshttp://www.enginegroup.co.uk/service_design/methods/http://servicedesign.wikispaces.com/http://www.servicedesigntools.org/http //www servicedesign org/http://www.servicedesign.org/

    Professionalorganizationhttp://www.servicedesignnetwork.org/p // g g/

    andmanyblogs..

  • Designthinkingg g

    Whatisthemetatrend&concept behindsuchpracticesasd i & i d i ?UXdesign&servicedesign?

    Designthinking,awayforsolvingallkindsofproblemsusing design tools & methodologiesusingdesigntools&methodologies.

    Oftenalsoreferredtoasdesignthinkinginbusiness.

    Itsaboutamethodology,butalsoaboutamindset andaboutachangingparadigminmanagementtheory,movingfromthetraditionaltopdownandquantitativeapproachtop q ppamorebottomup,qualitativeapproach ininnovation&transformationprocesses.

    Itsanewdesigndiscipline thatbuildsontraditionaldesignskillstoaddresssocialandeconomicissues.

  • Design thinking: CharacteristicsDesignthinking:Characteristics

    Good design creates products services spaces interactions andGooddesigncreatesproducts,services,spaces,interactionsandexperiencesthatnotonlysatisfyafunction orsolveaproblem,butthatarealsodesirable,aspirational,compellinganddelightful.

    Thesequalitiescanbeusedbyorganisationsinboththepublicandprivatesectorwhichareseekingtotransformthewayinwhichtheyconnecttoindividuals.Itsaprocessthatcanbeappliedtoalmostanyproblem.p pp y p

    Benefits:

    placingtheperson theuser attheheartofasolution;ameansforexpertstocollaborateequallyoncomplexissues;arapid,iterativeprocessthatcanadapttochangingcircumstances;d hi hl i h bl l i h l d i landahighlycreativeapproachtoproblemsolvingthatleadstopractical

    &innovativeeverydaysolutions.

  • Design thinking: Characteristics

    The main characteristic of creativity & design thinking is the ability of

    Designthinking:Characteristics

    Themaincharacteristicofcreativity&designthinkingistheabilityofdivergentthinking,bringingdifferentapproachestogethertofindnewsolutionsforcomplexandilldefinedproblems.

    BschoolmeetsDschool(Orleftbrainersmeetrightbrainers).

    Designschoolscreatethetoolsoftransformationandgraduatethepeopletoimplementthem.

  • Design thinking: Characteristics

    Design Thinking is a focus on synthesis rather than analysis

    Designthinking:Characteristics

    DesignThinkingisafocusonsynthesisratherthananalysis(Multidisciplinarity,Getthebigpicture)

    Designers problemsolve holistically not in a linear fashion While theDesignersproblem solveholistically,notinalinearfashion.Whilethescientificmethodforproblemsolvingusesproblemfocusedstrategiesandanalysis,designersusesolutionfocusedstrategiesandsynthesis.

    GoodDesignThinkingistheabilitytoseethingsnotreadilyapparenttoothers(andthat'swheremarketdifferentiationcanoccur).

    It'stheabilitytoseethe'edges'ofsomething,tofindshapeandforminamassofstuff.It'stheabilitytoseethingsdifferently toseetheimplicitandmakeitexplicit.

  • Design thinking: Characteristics

    Design Thinking it is not a matter of saving money or "controlling" risks

    Designthinking:Characteristics

    DesignThinkingitisnotamatterofsavingmoneyor"controlling"risks.Itisaboutsurvivalandbeingtrulyhonestwithcustomers.

    A designdriven approach to creating something new favors a qualitativeAdesign drivenapproachtocreatingsomethingnewfavorsaqualitativeapproachoveradatadrivenapproach.

    Ratherthanamassingmoundsofdatafromcustomerandmarketgresearch,yougooutandobservepeopletounderstandtheirlivesandneedsandhowproductscouldfitintothem(Ethnography).

    buildingempathywithcustomers.

  • Design thinking: Characteristics

    DesignThinkinghelpstransformexistingconditionsintopreferredones,thus

    Designthinking:Characteristics

    g g p g p ,improvingthefuture.

    Therearenojudgementsindesignthinking.

    Thiseliminatesthefearoffailureandencouragesmaximuminputandparticipation.

    Wildideasarewelcome,sincetheseoftenleadtothemostcreativesolutions.

    Everyone is a designer and design thinking is a way to apply designEveryoneisadesigner,anddesignthinkingisawaytoapplydesignmethodologiestoanyoflife'saswellaspublic&businessorganisation'ssituations.

    (>Servicedesign,socialdesign,processdesign,decisionmakingdesign,businessmodeldesign,productdesign,webdesign,etc.)

  • Design thinking: ProcessDesignthinking:ProcessEXPLORATORYMINDSET

    i i i d " i id if ll h l i i h h iDecisionmindset:"Iamgoingtoidentifyallthealternatives,weightheirconsequences,andchooseone.

    Designmindset:"Manyofthealternativesareyettobediscovered,andthetrueg y y ,consequencesofchoosinganyofthemaredifficulttobesureof;let'siterativelyexplorethepossibilitiestogether,discoveringnewonesandchoosingasbestwecanateachstep.

    DESIGNPROCESSDesignthinkingisbuiltonconfidenceinTheDesignProcess:understandthecontextyouareaddressing thepeople,relevantactivitiesand

    environments theforcesatworkmustnecessarilyshapeanyworkablesolutiontrytoconceivesomethingthatmightservethesituationyou'vestartedto

    understandembody the potential solution in some form that lets you put it into the targetembodythepotentialsolutioninsomeformthatletsyouputitintothetarget

    contextandseehowitworksthistakesyoubacktothe"understand"step,andaroundyougoagain.

  • Design thinking: ProcessDesignthinking:Process

    Designthinkingnorms

    Process

    Define Observe&ResearchIdeate&Cocreate Choose

    Prototype&test

    Implement&learn

    Thinkvisually Tellstories

    Characteristicsoftools&methods

  • Design thinking: Think visually & tell storiesDesignthinking:Thinkvisually&tellstories

  • Design thinkers: Skill setsDesignthinkers:Skillsets

    EmpathyIntegrativethinkingO i iOptimismExperimentalismCollaboration

    Source:http://www.ideo.com/images/uploads/news/pdfs/IDEO_HBR_Design_Thinking.pdf

    Itsabouthowtouseproduct,communication,interactionandspatialdesignerscoreskillstotransformthewaysinwhichthepublicinteractswithsystems,services,organisationsandpolicies.

  • Design thinkers: Skill sets

    E th

    Designthinkers:Skillsets

    EmpathyAbilitytoimaginetheworldfrommultipleperspectives thoseof

    colleagues,clients,endusersandcustomers

    Peoplefirstapproach:imaginesolutionsthatareinherentlydesirableandmeetexplicitandlatentneeds.

    Noticethingsinstantlythatothersdontsee(Ethnography)

  • Design thinkers: Skill sets

    I t ti thi ki

    Designthinkers:Skillsets

    IntegrativethinkingNotonlyrelyingonanalyticalprocesses(thatproduceeither/orchoices)

    But also seeing the salient and sometimes contradictory aspects of aButalsoseeingthesalient andsometimescontradictory aspectsofaconfoundingproblemandcreatingnovelsolutionsthatgobeyondanddramaticallyimproveonexitingalternatives.

    OptimismNo matter how challenging the constraints of a given problem at leastNomatterhowchallengingtheconstraintsofagivenproblem,atleast

    onepotentialsolutionisbetterthentheexistingones.

  • Design thinkers: Skill sets

    E i t li

    Designthinkers:Skillsets

    ExperimentalismSignificantinnovationsdontcomefromincrementaltweaks.Design

    thinkersposequestionsandexploreconstraintsincreativewaysthatprogress in entirely new directionsprogressinentirelynewdirections.

    Collaborationincreasing complexity of products services and experiencesincreasingcomplexityofproducts,services,andexperiences

    replacedthemythofthelonecreativegeniuswiththerealityoftheenthusiastic multidisciplinary collaboratorenthusiasticmultidisciplinarycollaborator.

    designthinkersdontsimplyworkalongsideotherdisciplines;manyofthemhavesignificantexperienceinmorethanone&areusedtoworkingg p ginmultidisciplinaryteams.

  • Design thinking: Skill sets

    "Tshapedpeople

    Designthinking:Skillsets

    TheyhaveaprincipalskillthatdescribestheverticallegoftheT they'remechanicalengineersorindustrialdesigners.Buttheyaresoempathetic thattheycanbranchoutintootherskills,suchasanthropology,anddothemaswell.

    Theyareabletoexploreinsightsfrommanydifferentperspectivesandrecognisepatternsofbehavior that point to a universal human needbehaviorthatpointtoauniversalhumanneed.

    TimBrown,CEOofdesignconsultancyIDEOinhttp://www.fastcompany.com/magazine/95/designt t ht l? 0%2C0strategy.html?page=0%2C0

  • Design thinking: The design of businessDesignthinking:ThedesignofbusinessRogerMartin,thedeanoftheRotmanschoolofmanagement,anotherleadingdesign thinker says that traditional firms must become more like a design shop:designthinker,saysthattraditionalfirmsmustbecomemorelikea designshop :

    Source:http://www.rotman.utoronto.ca/rogermartin

  • Design thinking: SummarisingDesignthinking:Summarising

    Designthinkingisanewmindset&setofmethods(inspiredbytraditionaldesigntheory)forsolvingtodayspressingeconomic,social&environmentalproblems,asopposed,butalsoasinadditionto,thetraditionalanalyticalandquantitativemethods.

    It is a humancentered approach built on empathy & ethnography that producesItisahumancenteredapproach,builtonempathy&ethnography,thatproducesnew,innovative andsometimesradicalsolutions inamultidisciplinary&participatoryway.

    Thesesolutionsareconstantlyprototyped,testedandimplementedinaniterativeprocess.

    These solutions generate consistent bridge experiences that create new values forThesesolutionsgenerateconsistentbridgeexperiencesthatcreatenewvaluesfortheconsumer&theprovider.

    UXdesignfortheweb&servicedesignarepracticesthatareperfectlyinline withh d i hi ki & i d I b l i l k di i lthedesignthinkingprocess&mindset.Itsaboutapplyinglongknowntraditionaldesignmethods&processesinproductdesigntomorecomplex,abstract,interactive&intangiblethings.

  • Thankyouforyourattention.

    Yourquestions?

    sylvain@integratedplace.com