UX design, service design and design thinking

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<ul><li><p>User experience designUserexperiencedesign,</p><p>servicedesign&amp;designthinking</p><p>bySylvainCottong,www.integratedplace.comSAUXForum,FacultyofDesign,UniversityofJohannesburg,August18th,2009http://groups.google.com/group/sauxforum/browse_thread/thread/ba87ca0252c48a7d</p></li><li><p>User experience design (UX)Userexperiencedesign(UX)</p></li><li><p>Whatisuserexperiencedesign?p g</p><p>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.</p><p>Source:http://www.uxnet.org/p // g/</p><p>Itmostcommonlyreferstotheresultofaplannedintegrationofsoftwaredesign,business,andpsychologyconcerns.</p><p>Inthewebworld,userexperienceissometimesconflatedwithusability,informationarchitecture(IA),anduserinterface(UI)d i ll f hi h f idesign,allofwhicharecomponentsofit.</p><p>Source:http://en.wikipedia.org/wiki/User_experience_design</p></li><li><p>Whatisuserexperiencedesign?p g</p><p>JesseJamesGarretsfamousrepresentationofUXfortheWeb:</p></li><li><p>Whatisuserexperiencedesign?p g</p><p>PeterMorvilleshoneycombs:</p><p>Informationarchitecture:</p><p> Thecombinationoforganisation,labeling,andnavigationschemeswithinaninformationsystem.</p><p> Thestructuraldesignofaninformationspacetofacilitatetaskcompletionandintuitiveaccesstocontent.</p><p>Sources:http://semanticstudios.com/publications/semantics/000010.phph // i di / bli i /http://semanticstudios.com/publications/semantics/000029.php</p></li><li><p>Whatisuserexperiencedesign?p g</p><p>PeterMorvilleshoneycombs:</p></li><li><p>Whatisuserexperiencedesign?p g</p><p>UXdesignisaHumanCenteredDesignprocess</p><p>AnInternationalStandardISO13407:TheHumancentereddesignprocessdefinesageneralprocessforincluding humancentered activities throughout a development lifecycle butincludinghumancenteredactivitiesthroughoutadevelopmentlifecycle,butdoesnotspecifyexactmethods.</p></li><li><p>Whatisuserexperiencedesign?p g</p><p>UXdesignisaHumanCenteredDesignprocess</p><p>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.</p></li><li><p>Whatisuserexperiencedesign?p g</p><p>UXdesignisaHumanCenteredDesignprocess</p></li><li><p>UXdesignprocessg p</p><p>ManysimilarwaysofrepresentingtheUXdesignprocess.</p></li><li><p>UXdesignprocess</p></li><li><p>UXdesignprocess</p></li><li><p>UXdesignprocess</p></li><li><p>UXdesignprocess</p></li><li><p>UXdesignprocess</p></li><li><p>TypicalUXtools&amp;deliverables:Personasyp</p></li><li><p>TypicalUXtools&amp;deliverables:Mentalmodels</p></li><li><p>TypicalUXtools&amp;deliverables:Wireframesyp</p></li><li><p>TypicalUXtools&amp;deliverables:Wireframes</p></li><li><p>TypicalUXtools&amp;deliverables:Conceptmapyp p p</p></li><li><p>TypicalUXtools&amp;deliverables:Cardsortingyp g</p></li><li><p>TypicalUXtools&amp;deliverables:ContentInventory</p></li><li><p>TypicalUXtools&amp;deliverables:User&amp;taskflowcharts</p></li><li><p>TypicalUXtools&amp;deliverables:Sitemapyp p</p></li><li><p>TypicalUXtools&amp;deliverables:Usertestsyp</p></li><li><p>TypicalUXtools&amp;deliverables</p><p>TherearemanyotherUXtools&amp;methods.Youhavetodecideinthecontextof each project which ones to use.ofeachprojectwhichonestouse.</p><p>http://project.cmd.hro.nl/cmi/hci/toolkit/ http://nform.ca/tradingcards/</p><p>http://clearlyitworks.pbworks.com/UX+and+IA+Resources</p></li><li><p>KeybenefitsofUX?</p><p>Benefits to Businesses in Enterprise ApplicationsBenefitstoBusinessesinEnterpriseApplications</p><p>Managestherisktheworkerswon'tbeabletousetheapplication,orwon'twanttouseit</p><p>Ensuresthatvitalfeaturesarenotleftout</p><p>Reducescostlydevelopmentoffeaturesthatusersdon'twantordon'tneed</p><p>Reducestrainingandsupportcosts</p></li><li><p>KeybenefitsofUX?</p><p>BenefitstoBusinessesinCustomerFacingApplications</p><p>Enableseaseofuse,resultinginhigherconversionratesand, g ggreatercrosssellingandupsellingopportunities</p><p>Reducessupport&amp;servicecosts,generatesgreatercustomersatisfaction&amp;loyaltyandimprovedperceptionofthebrand</p><p>Improvescustomers'toleranceofbusinessgoalsthatconflictwithh l ltheirpersonalgoals</p><p>Reducedoverallprojectcostsandtimescales</p><p>Andthusgeneratesincreasedrevenues</p></li><li><p>Servicedesign</p></li><li><p>WhatisServicedesign?g</p><p>Today,servicesrepresentbetween60%&amp;70%ofGDPofmost industrialised nationsmostindustrialisednations</p><p>Whereasdesignmethodshavealwaysbeenappliedtoproducts,serviceshavelongbeenconsideredasanecessaryp , g yextensiontoproductswithoutpayingthemthesameattentionthanproductsthemselves</p><p>Mostproductstodayarecombinedwithservices,thusitistheoverallexperience thatcountsandthatisjudgedbycustomers</p><p>Theemergingfieldofservicedesigncombinesdesignmethodsfromproductdesign&amp;interactiondesignfordesigning the experience of and the interface to services A lotdesigningtheexperienceofandtheinterfacetoservices.Alotofeducatedinteractiondesignersworkinservicedesign.</p></li><li><p>WhatisServicedesign?gServicedesignismostdevelopedinnorthernEurope(Scandinavia,TheNetherlandsandGreatBritainandtoalesserextentintheUS.))</p><p>Source:http://howardesign.com/exp/service/worldwide/</p></li><li><p>WhatisServicedesign?g</p><p>Servicedesignisaboutmakingwhatyoudomoreuseful,usable &amp;desirable foryourusers,andmoreefficient,effective&amp;valuable foryou everyonelovesagreatexperience.</p><p>DoyouremembertheUXdesignhoneycomb?</p></li><li><p>WhatisServicedesign?g</p><p>Servicedesignisahumancenteredapproachthatfocusesoncustomerexperienceandthequalityofserviceencounteredasthekeyvalueforsuccess.</p><p>Doyourememberthehumancentereddesignprocess?</p></li><li><p>Servicedesign:Keyconceptsg y p</p><p>Servicetouchpoints arethetangibles,forexample:spaces,objects,peopleorinteractionsthatmakethetotalexperienceofusingaservice,i.e.:</p><p>Advertising</p><p>Web,mobilephone&amp;PCinterfaces</p><p>Physicalenvironments(shops,receptionareas,transportenvironments,hospitals,etc.)</p><p>Customerfacingstaff(Callcenters,customerrepresentatives,receptionists,etc.)</p><p>Communication&amp;mailings,etc.</p></li><li><p>Servicedesign:Keyconceptsg y p</p><p>SystemsServicesareprovidedandexperiencedthroughsystemsp p g yandrelationships.</p><p>ValueDifferentservicescreateandmeasurevalueindifferentways,butmostservicestrytoprovidethebestvalueforbothusersandproducers.</p><p>JourneysyAllservicesareexperiencedovertime.Peoplealsotakedifferentjourneysto,through,andfromaservice.</p><p>PeoplepServicesalwaysinvolvepeopleandrelyonboththeuserandtheproducerworkingtogether.</p><p>PropositionspServicesaregenerallypackagedasapropositionforuserstobuyinto.</p></li><li><p>Servicedesign:Tools&amp;Methodsg</p><p>Ethnography,userstudies&amp;personas</p><p>Identifying,discoveringandunderstandingtheservicecontextandtheusers.</p></li><li><p>Servicedesign:Tools&amp;Methodsg</p><p>Customerjourneymap</p><p>Illustrateshowthecustomerperceivesandexperiencestheserviceinterfacealongthetimeaxis.</p></li><li><p>Servicedesign:Tools&amp;Methodsg</p><p>Serviceblueprinting</p><p>Allowsforaquantitativedescriptionofcriticalserviceelementselements,</p><p>suchastime,logicalsequencesofactionsandprocesses,</p><p>alsospecifyingbothactionsandeventsthathappeninthetimeandplaceoftheinteraction(frontstage)p ( g )</p><p>andactionsandeventsthatareoutofthelineofvisibilityfor users but are fundamental for the delivery of theforusers,butarefundamentalforthedeliveryoftheservice(backstage).</p></li><li><p>Servicedesign:Tools&amp;Methodsg</p><p>Ideation,contextmapping&amp;participatorydesign</p><p>Reveals usersconsciousandlatentneeds,experiences,hopesandexpectations.Usersp , p pparticipateinaworkshopfacilitatedbyatutor.</p></li><li><p>Servicedesign:Tools&amp;Methodsg</p><p>Serviceprototyping:Scenarios,storytelling,storyboards,realld i i l tiworldexperiencesimulation</p></li><li><p>Servicedesign:Tools&amp;Methodsg</p><p>Serviceprototyping:Scenarios,storytelling,storyboards,realworldi i l tiexperiencesimulation</p><p>T h i f i ki d th f i t thTechniquesfrommoviemaking andtheperformingartsarethusveryusefulforserviceprototyping.</p></li><li><p>Servicedesign:Keybenefitsg y</p><p>Do you remember the key benefits from UX design?DoyourememberthekeybenefitsfromUXdesign?</p><p>Enableseaseofuse,resultinginhigherconversionratesandlli d lli i igreatercrosssellingandupsellingopportunities</p><p>Reducessupportcosts,greatercustomersatisfaction&amp;loyalty,andimprovedperceptionofthebrand</p><p>Improves customers' tolerance of business goals thatImprovescustomers toleranceofbusinessgoalsthatconflict withtheirpersonalgoals</p></li><li><p>Servicedesign:Keybenefitsg y</p><p>And more specifically:Andmorespecifically:</p><p>Everyone,likeitornot,isaserviceprovider</p><p>Theinclusionofgoodcustomerserviceisbecomingakeydifferentiatorforanytypeoforganisation,beitproductor</p><p>i b d I d i l t it i thservicebased.Inourneweconomyandsocialsystemitisthewholeexperience,before,duringoraftertheactualsellingthatreallycounts.</p><p>Customersarewillingtopayapremium forproductsandservices that help make their lives easier, more enjoyable andservicesthathelpmaketheirliveseasier,moreenjoyableandexciting.</p></li><li><p>Servicedesign:Keybenefitsg y</p><p>And more specifically:Andmorespecifically:</p><p>Innovating,redesigningandmanagingservicesrepresentacompetitive advantage for modern businesses and public sectorcompetitiveadvantageformodernbusinessesandpublicsectororganisations.</p><p>H l ti t i i t ti f h i dHelpsmeetingcustomersrisingexpectationsofchoiceandquality</p><p>Helpsmakeuseofthetechnologiesrevolution,thatmultipliesthepossibilitiesforcreating,deliveringandconsumingservices</p><p>Helpsansweringthepressingenvironmental,socialandeconomicchallengestosustainability</p></li><li><p>Servicedesign:Casestudyg y</p><p>CarnegieLibraryofPittsburgh,aprojectbyMayadesign</p><p>Astrategicdesignproject:</p><p>interior redesigninteriorredesignwayfindingwebsiteandthelibrarycatalog</p><p>andthusisaservicedesignprojectasitdealtwithseveraltouchpointsandthe</p><p>j b i hcustomerjourney,butwithastrongfocusoninformationarchitecture.</p><p>http://www.maya.com/portfolio/carnegielibraryMAYADesign,Inc./SouthSideWorks,Building2,Suite3002730SidneyStreet/Pittsburgh,PA15203/+14124882900</p></li><li><p>Servicedesign:MoreresourcesontheWebg</p><p>Abouthttp://www.designcouncil.org.uk/en/AboutDesign/DesignDisciplines/Servicep g g g g pdesignbyBillHollins/http://www.howardesign.com/exp/service/</p><p>Case studiesCasestudieshttp://www.enginegroup.co.uk/projects/</p><p>Methods&amp;toolshttp://www.enginegroup.co.uk/service_design/methods/http://servicedesign.wikispaces.com/http://www.servicedesigntools.org/http //www servicedesign org/http://www.servicedesign.org/</p><p>Professionalorganizationhttp://www.servicedesignnetwork.org/p // g g/</p><p>andmanyblogs..</p></li><li><p>Designthinkingg g</p><p>Whatisthemetatrend&amp;concept behindsuchpracticesasd i &amp; i d i ?UXdesign&amp;servicedesign?</p><p>Designthinking,awayforsolvingallkindsofproblemsusing design tools &amp; methodologiesusingdesigntools&amp;methodologies.</p><p>Oftenalsoreferredtoasdesignthinkinginbusiness.</p><p>Itsaboutamethodology,butalsoaboutamindset andaboutachangingparadigminmanagementtheory,movingfromthetraditionaltopdownandquantitativeapproachtop q ppamorebottomup,qualitativeapproach ininnovation&amp;transformationprocesses.</p><p>Itsanewdesigndiscipline thatbuildsontraditionaldesignskillstoaddresssocialandeconomicissues.</p></li><li><p>Design thinking: CharacteristicsDesignthinking:Characteristics</p><p>Good design creates products services spaces interactions andGooddesigncreatesproducts,services,spaces,interactionsandexperiencesthatnotonlysatisfyafunction orsolveaproblem,butthatarealsodesirable,aspirational,compellinganddelightful.</p><p>Thesequalitiescanbeusedbyorganisationsinboththepublicandprivatesectorwhichareseekingtotransformthewayinwhichtheyconnecttoindividuals.Itsaprocessthatcanbeappliedtoalmostanyproblem.p pp y p</p><p>Benefits:</p><p>placingtheperson theuser attheheartofasolution;ameansforexpertstocollaborateequallyoncomplexissues;arapid,iterativeprocessthatcanadapttochangingcircumstances;d hi hl i h bl l i h l d i landahighlycreativeapproachtoproblemsolvingthatleadstopractical</p><p>&amp;innovativeeverydaysolutions.</p></li><li><p>Design thinking: Characteristics</p><p>The main characteristic of creativity &amp; design thinking is the ability of</p><p>Designthinking:Characteristics</p><p>Themaincharacteristicofcreativity&amp;designthinkingistheabilityofdivergentthinking,bringingdifferentapproachestogethertofindnewsolutionsforcomplexandilldefinedproblems.</p><p>BschoolmeetsDschool(Orleftbrainersmeetrightbrainers).</p><p>Designschoolscreatethetoolsoftransformationandgraduatethepeopletoimplementthem.</p></li><li><p>Design thinking: Characteristics</p><p>Design Thinking is a focus on synthesis rather than analysis</p><p>Designthinking:Characteristics</p><p>DesignThinkingisafocusonsynthesisratherthananalysis(Multidisciplinarity,Getthebigpicture)</p><p>Designers problemsolve holistically not in a linear fashion While theDesignersproblem solveholistically,notinalinearfashion.Whilethescientificmethodforproblemsolvingusesproblemfocusedstrategiesandanalysis,designersusesolutionfocusedstrategiesandsynthesis.</p><p>GoodDesignThinkingistheabilitytoseethingsnotreadilyapparenttoothers(andthat'swheremarketdifferentiationcanoccur).</p><p>It'stheabilitytoseethe'edges'ofsomething,tofindshapeandforminamassofstuff.It'stheabilitytoseethingsdifferently toseetheimplicitandmakeitexplicit.</p></li><li><p>Design thinking: Characteristics</p><p>Design Thinking it is not a matter of saving money or "controlling" risks</p><p>Designthinking:Characteristics</p><p>DesignThinkingitisnotamatterofsavingmoneyor"controlling"risks.Itisaboutsurvivalandbeingtrulyhonestwithcustomers.</p><p>A designdriven approach to creating something new favors a qualitativeAdesign drivenapproachtocreatingsomethingnewfavorsaqualitativeapproachoveradatadrivenapproach.</p><p>Ratherthanamassingmoundsofdatafromcustomerandmarketgresearch,yougooutandobservepeopletounderstandtheirlivesandneedsandhowproductscouldfitintothem(Ethnography).</p><p>buildingempathywithcustomers.</p></li><li><p>Design thinking: Characteristics</p><p>DesignThinkinghelpstransformexistingconditionsintopreferredones,thus</p><p>Designthinking:Characteristics</p><p>g g p g p ,improvingthefuture.</p><p>Therearenojudgementsindesignthinking.</p><p>Thiseliminatesthefearoffailureandencouragesmaximuminputandparticipation.</p><p>Wildideasarewelcome,sincetheseoftenleadtothemostcreativesolutions.</p><p>Everyone is a designer and design thinking is a way to apply designEveryoneisadesigner,anddesignthinkingisawaytoapplydesignmethodologiestoanyoflife'saswellaspublic&amp;businessorganisation'ssituations.</p><p>(&gt;Servicedesign,socialdesign,processdesign,decisionmakingdesign,businessmodeldesign,productdesign,webdesign,etc.)</p></li><li><p>Design thinking: ProcessDesignthinking:ProcessEXPLORATORYMINDSET</p><p>i i i d " i id if ll h l i i h h iDecisionmindset:"Iamgoingtoidentifyallthealternatives,weightheirconsequences,andchooseone.</p><p>Designmindset:"Manyofthealternativesareyettobediscovered,andthetrueg y y ,consequencesofchoosinganyofthemaredifficulttobesureof;let'siterativelyexplorethepossibilitiestogether,discoveringnewonesandchoosingasbestwecanateachstep.</p><p>DESIGNPROCESSDesignthinkingisbuiltonconfidenceinTheDesignProcess:understandthecontextyouareaddressing thepeople,relevantactivitiesand</p><p>environments theforcesatworkmustnecessarilyshapeanyworkablesolutiontrytoconceivesomethingthatmightservethesituationyou'vestartedto</p><p>understandembody the potential solution in some form that lets you put it into the targetembodythepotentialsolutioninsomeformthatletsyouputitintothetarget</p><p>contextandseehowitworksthistakesyoubacktothe"understand"step,andaroundyougoagain.</p></li><li><p>Design thinking: ProcessDesignthinking:Process</p><p>Designthinkingnorms</p><p>Process</p><p>Define Observe&amp;ResearchIdeate&amp;Cocreate Choose</p><p>Prototype&amp;test</p><p>Implement&amp;learn</p><p>Thinkvisually Tellstories</p><p>Characteristicsofto...</p></li></ul>