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Exploring Service Design<br />User Experience Beyond the Screen<br />Ariel van Spronsen<br />Refresh Bellingham<br />1/20/2010<br />

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1<br />Context<br />

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The new(ish) service economy<br />Services constitute about 70% of most industrialized nations’ GDP<br />In the US, private sector alone accounts for nearly 70% of our GDP. Add public sector, and it’s closer to 80%<br />“Services produced by private industry accounted for 67.8 percent of U.S. gross domestic product in 2006.” –US Department of State<br />That’s a lot of dough.<br />Context<br />A Service Economy. Retrieved from http://www.america.gov/st/econ-english/2008/April/20080415222038eaifas0.9101831.html 1/18/2010<br />2<br />

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Satisfaction is based on experiences<br />“Twenty years ago, when asked what people looked for when making purchases, the most common response was ‘quality of product’. In 2004 the most common answer was ‘honesty’.”<br />Selling a great product isn’t enough…<br />Service and support are a big deal (Comcast fail)<br />An great experience can seriously outshine an ugly interface (Zappos win)<br />You certainly can’t sell a crappy product and run.<br />Context<br />Parker, Sophia and Joe Heapy. Jouney to the Interface. Demos, July 2006.<br />http://www.zappos.com/. Retrieved 1/18/2010<br />3<br />

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No product is an island<br />Communities rule<br />The first stop for a purchase is often a review site<br />Authority and credibility often rests with user communities<br />People identify with a product based on who else has it<br />Many products are only as good as they are extensible<br />Context<br />4<br />

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And yet…<br />“…the shift to a service economy has not necessarily heralded a service revolution. Many of our interactions with organisations are characterised by profound frustration… Too often it feels like ‘producer interests’ or profit incentives matter more than how we feel.”<br />Enter service design.<br />Context<br />Parker, Sophia and Joe Heapy. Jouney to the Interface. Demos, July 2006.<br />5<br />

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6<br />What is Service Design?<br />

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Services I love!!!11!!<br />Ikea<br />The Apple store<br />Paris Metro<br />Owning a Volkswagen<br />Zipcar<br />Picnik<br />What is Service Design?<br />7<br />

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Services I ha… dislike<br />The DMV<br />Buying a car or house<br />Grocery lines<br />Laundromats<br />King County Metro<br />The post office<br />What is Service Design?<br />8<br />

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What’s the difference?<br />Services we love…<br />are consistent.<br />are easy to use.<br />match our mental models.<br />provide us with the right information at the right time.<br />give us escape/undo options<br />appeal to our sense of what is desirable and delightful.<br />Sounds a lot like a well-designed website, right?<br />What is Service Design?<br />Wikipedia. Retrieved from http://en.wikipedia.org/wiki/Service_design 1/18/2010<br />Servicedesign.org. Retrieved from http://www.servicedesign.org/glossary/service_design/ 1/18/2010<br />9<br />

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What are services?<br />“Activities or events that form a service product through an interaction between the customer, any mediating technology, and representatives of the service organization.<br />Performances—choreographed interactions manufactured at the point of delivery and designed to meet people’s expectations<br />Processes—that that people see and experience and where they co-produce value, utility, satisfaction, and delight.”<br />What is Service Design?<br />Shelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009.<br />10<br />

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Definitions of service design<br />Wikipedia:<br />“Service Design is the activity of planning and organizing people, infrastructure, communication and material components of a service, in order to improve its quality, the interaction between service provider and customers and the customer's experience”<br />servicedesign.org<br />“Design for experiences that reach people through many different touch-points, and that happen over time.”<br />What is Service Design?<br />Wikipedia. Retrieved from http://en.wikipedia.org/wiki/Service_design 1/18/2010<br />Servicedesign.org. Retrieved from http://www.servicedesign.org/glossary/service_design/ 1/18/2010<br />11<br />

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Is it really new?<br />Yes and no.<br />Not new:<br />Design thinking<br />User-centered design<br />Management consulting<br />Queue management design<br />Customer service training<br />Merchandising<br />New:<br />Addressing an overall experience problem with user-centered design thinking instead of business thinking<br />What is Service Design?<br />12<br />

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What does service design address?<br />“People—all the people directly or indirectly involved in the service delivery, from employees, and partners to other customers<br />Product—artifacts that facilitate interaction between the customer, any mediating technology, and representatives of the service organization (often referred to as service evidence)<br />Place—the settings for the service delivery—either physical or virtual, synchronous or asynchronous<br />Process—procedure, mechanisms, and flow of activities by which the services are experienced over time<br />Performance—transformation and interaction among people and machines (associated with both the customers and the firm) to achieve synergy in value creation and perception of quality (after Lovelock and Wright)”<br />What is Service Design?<br />Shelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009.<br />13<br />

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14<br />Service Design Concepts<br />

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Touchpoints<br />Service experiences are a combination of tangibles and intangibles.<br />Service Design Concepts<br />Hugh Dubberly. 10 Service Design Principles. From a presentation to AIGA | IDSA on 8/8/2008<br />15<br />

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Touchpoints<br />Service design addresses the tangible parts of the service interface to help create the intangible value.<br />The tangible parts of a service interface are called touchpoints.<br />“We create resources that choreograph interactions—we design the service interface so that participants VALUE their experience.”<br />“Value is in the experience.”<br />Service Design Concepts<br />Shelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009.<br />Hugh Dubberly. 10 Service Design Principles. From a presentation to AIGA | IDSA on 8/8/2008<br />16<br />

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Systems<br />Sets of resources composed into interfaces make up a service system<br />Service Design Concepts<br />Hugh Dubberly. 10 Service Design Principles. From a presentation to AIGA | IDSA on 8/8/2008<br />17<br />

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Journeys<br />The service is seen as a journey through touchpoints, over time and across channels.<br />Service Design Concepts<br />Parker, Sophia and Joe Heapy. Jouney to the Interface. Demos, July 2006.<br />18<br />

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Experience Cycle<br />The experience cycle is a framework for creating value out of a service journey<br />Service Design Concepts<br />Hugh Dubberly. 10 Service Design Principles. From a presentation to AIGA | IDSA on 8/8/2008<br />19<br />

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20<br />Service Design Practice<br />

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Process Engine Service Design<br />Service Design Process & Methods<br />Engine Service Design. Retrieved from http://www.enginegroup.co.uk/service_design/v_page/our_process 1/18/2010<br />21<br />

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ProcessLive|Work<br />Service Design Process & Methods<br />LavransLøvlie, Live|Work. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009.<br />22<br />

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ProcessEvenson|CMU<br />Service Design Process & Methods<br />Shelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009.<br />23<br />

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Process Common Themes<br />Discovery<br />Research user needs<br />Understand business requirements<br />Define context of use<br />Define Requirements<br />What are we solving for?<br />Strategy<br />How to solve the problem<br />Create and Iterate<br />Design<br />Prototype<br />Test<br />Repeat<br />Service Design Process & Methods<br />24<br />

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Methods Discovery<br />Observational studies<br />Interviews<br />Artifact walk-throughs<br />Directed storytelling<br />Ethnographic research<br />Work-along<br />Service Design Process & Methods<br />25<br />Self-exploration<br />Service acting<br />Journals/diaries<br />Collaging and personal maps<br />Image sorts<br />

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Methods Discovery<br />Observational studies<br />Interviews<br />Artifact walk-throughs<br />Directed storytelling<br />Ethnographic research<br />Work-along (contextual inquiry)<br />Service Design Process & Methods<br />26<br />Self-exploration<br />Service acting<br />Journals/diaries<br />Collaging and personal maps<br />Image sorts<br />

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Methods Define Requirements<br />Stakeholder map<br />Customer journeys<br />Touchpoint analysis<br />Persona creation<br />Service specification<br />Service Design Process & Methods<br />27<br />

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Methods Define Requirements<br />Stakeholder map<br />Customer journey (user flows)<br />Touchpoint analysis (task analysis)<br />Persona creation<br />Service specification<br />Service Design Process & Methods<br />28<br />

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Methods Strategy<br />Service framework<br />Service ecology<br />Relationship map<br />Territory map<br />Service Design Process & Methods<br />Shelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009.<br />29<br />Service framework<br />

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Methods Strategy<br />Service framework<br />Service ecology<br />Relationship map<br />Territory map<br />Service Design Process & Methods<br />Shelley Evenson, CMU. From a presentation by Shelley Evenson to Puget Sound SIGCHI, 11/14/2009.<br />30<br />Service framework<br />

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Methods Create and Iterate<br />Co-design<br />Storyboarding<br />Service blueprint<br />Prototyping<br />User testing<br />Service Design Process & Methods<br />Jason Howell, Alankrita Prasad, Catarina Pereira, Steven Selzer, and Zhen Zen. CMU School of Design.<br />31<br />Service blueprint<br />

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Methods Create and Iterate<br />Co-design<br />Storyboarding<br />Service blueprint<br />Prototyping<br />User testing<br />Service Design Process & Methods<br />Jason Howell, Alankrita Prasad, Catarina Pereira, Steven Selzer, and Zhen Zen. CMU School of Design.<br />32<br />Service blueprint<br />

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33<br />User Experience Beyond the Screen<br />

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Service Design in Europe<br />Many consultancies. A few of them:<br />Live|Work, UK<br />Engine, UK<br />Think Public, UK<br />Zest Innovation, UK<br />Radarstation, UK<br />Their clients<br />Public sector/environment<br />Think tanks<br />A fairly low percentage of commercial<br />User Experience Beyond the Screen<br />34<br /><ul><li>Plot, UK

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DesignThinkers, Netherlands

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31Volts, Netherlands

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Transformator, Sweden

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Palmu, Finland</li></li></ul><li>Service Design in the US<br />Not too much going on here. A few premier consultancies are offering service design.<br />IDEO<br />Adaptive Path<br />Continuum<br />One agency dedicated to service design<br />Frontier <br />Their clients<br />Almost 100% commercial<br />Big companies who can afford it<br />Very few public sector engagements<br />User Experience Beyond the Screen<br />35<br />

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Why so little service design in the US?<br />We have lots of services; we are a service economy<br />People are just as frustrated with poor service here<br />The value of better user experiences is clearly proven in ecommerce<br />The decentralization of authority and primacy of social media to influence customers is on fire with attention from marketers<br />Big players like Apple and IKEA have proven that well-designed overall experiences put them in front<br />User Experience Beyond the Screen<br />36<br />

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You can do it…<br />User experience and interaction designers are a natural fit for service design<br />User-centered process<br />Overlapping methods<br />Design thinking<br />User Experience Beyond the Screen<br />37<br />

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…with a little shift<br />A clue to the shift: Where methods don’t overlap:<br />Observational studies<br />Directed storytelling<br />Ethnographic research<br />Self-exploration<br />Service acting<br />User Experience Beyond the Screen<br /><ul><li>Collaging and personal maps

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Image sorts

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Relationship map

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Territory map

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Co-design</li></ul>38<br />

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The shift<br />User Experience Beyond the Screen<br /><ul><li>This is stuff American companies are oftenuncomfortable with:

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Qualitative research

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Touchy-feely activities like acting

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Talking about relationships

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Unicorns and rainbows</li></ul>39<br />

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The shift<br />It’s seriously user-centered<br />User-centered philosophy: When you create great experiences, conversions – long term, loyal, multi-purchase conversions – will follow.<br />Business-centered philosophy: Figure out how to design this thing to make the most people convert without pissing them off.<br />“Many large organisations still seek to provide service for the lowest cost and maximum profit. This, we argue, eats away at the fundamental purpose of service: to provide support and to help people live their lives to their full potential.”<br />In the US, we have yet to really embrace this more “socialist” view of designing things<br />User Experience Beyond the Screen<br />Parker, Sophia and Joe Heapy. Jouney to the Interface. Demos, July 2006.<br />40<br />

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We’re starting to catch on<br />Jet Blue’s new JFK terminal isn’t perfect, but it’s a big leap forward.<br />Clear signage<br />Physical and textual wayfinding signals<br />Free wifi<br />Queue management<br />Self-service kiosks<br />Yummy food<br />Bright, comfortable spaces<br />Outlets galore<br />A mix of social space and space to rest<br />User Experience Beyond the Screen<br />Parker, Sophia and Joe Heapy. Jouney to the Interface. Demos, July 2006.<br />41<br />

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User Experience Beyond the Screen<br />42<br />http://www.flickr.com/photos/jetblue/2963861483<br />

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User Experience Beyond the Screen<br />43<br />http://www.flickr.com/photos/jetblue/2963481597 <br />

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User Experience Beyond the Screen<br />44<br />http://www.flickr.com/photos/jetblue/2963861483<br />

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User Experience Beyond the Screen<br />45<br />http://www.flickr.com/photos/jetblue/2963894475 <br />

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User Experience Beyond the Screen<br />46<br />http://www.flickr.com/photos/jetblue/2965157260<br />http://www.flickr.com/photos/jetblue/2963400403<br />

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A call to arms: Think outside the screen<br />I want to see more of this.<br />Experience designers in government<br />Consulting for the public sector<br />Broaden user experience design in the private sector<br />If you design websites or software now, advocate for using your talents to improve contiguous service touchpoints<br />Speak to budget: Your research is already uncovering user context and motivations, why not use it?<br />Become the strategic lead: Coordinate your efforts with other producers/agencies (print, branding, interior design, merchandisers, etc.)<br />User Experience Beyond the Screen<br />47<br />

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Thank you<br />Ariel van Spronsen<br />www.arielv.net<br />arielv@gmail.com<br />48<br />

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49<br />Resources<br />

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Websites!<br />Definitions<br />http://www.designcouncil.org.uk/About-Design/Design-Disciplines/Service-design-by-Bill-Hollins<br />http://www.service-design-network.org/content/definition-service-design<br />Methods/tools<br />http://www.servicedesigntools.org/<br />Principles of Service Design<br />http://www.scribd.com/doc/18541440/10-Principles-of-Service-Design-Dubberly<br />Blogs<br />http://www.choosenick.com/<br />http://www.servicedesignhub.com.au<br />http://designforservice.wordpress.com<br />Case studies<br />http://www.enginegroup.co.uk/projects/<br />http://www.livework.co.uk/our-work/<br />Resources<br />50<br />