Mind the gaps—designing multichannel service experiences for real people
1. Mind the gaps
Designing multichannel service
experiences for real people
Interaction14 South America El evento de Diseño de Interacción y Experiencia de Usuario más
importante de Latinoamérica.
B U E N O S A I R E S
Andy Polaine
@apolaine
3. "The thing that was really important was what was happening
between me and the software on the screen.”
Bill Moggridge on the GRiD Compass Computer
Image source: Smithsonian's Cooper-Hewitt, National Design Museum
4. Great screen UX design doesn’t help much if it’s always different
9. Web
ThirdParty™
Mobile
People
Products
Marketing
Print
Other Services
People A transitions
are crucial to the
experience
Services are ecosystems - every part affects the whole
12. Service gaps – Lavrans flying to New York with his family
13. Website-Call Center Gap
Website-System Error Gap
Website-Call Center Gap
Husband-Wife Expectation Gap
Call Center Staff-Check-In Staff Gap
Boarding Staff-Computer System Gap
The human service element finally wins
14. Cracks can accumulate to form an experience crevasse
Image source: http://www.summitpost.org/jeff-jumping-crevasse-dc-route-july-8-2006/207527
34. Fake photo.
I made this up.
Jane, 32, lawyer. Loves her BMW, reads the Financial Times, lives in Notting Hill, London. Has a
boyfriend, but no children yet and wants to get ahead in her career first.. Likes the good things in life,
needs information fast, is constantly connected on her iPhone and iPad. Watches Homeland in the evening
with a bottle of Australian Cabernet Sauvignon.
Avoid demographic personas. Go for behaviours/actions instead.
49. But be aware of the context in which they will be experienced
50. Iterate prototypes and test the service touchpoints in real life with real people
Image source: live|work
51. Run pilot projects to bridge design, experience & business case
Image source: live|work
52. Remember people’s lives exist in a broader context, not just on screens
Image source: http://consumeconsume.com/post/13272453418
53. Life is messy and technology doesn’t always help
Image source: www.damnyouautocrrect.com
54. ¡MUCHAS GRACIAS!
andy@polaine.com
@apolaine
www.polaine.com
2 I co-wrote this!
Use POLAINE for 20% off here:
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S ER V I C E DE S IGN
From Insight to Implementation
by ANDY POLAINE, LAVRANS LØVLIE,
and BEN REASON foreword by John Thackara
SERV ICE DES IGN by POLAINE, LØVLIE, and REASON
55. No deje de completar su evaluación online
isa.ixda.org/encuesta
¡Muchas gracias!
Mind the gaps – Designing multichannel service experiences for real people
Interaction14 South America
B U E N O S A I R E S
Andy Polaine