Quick introduction to UX & service design, high-level process & some methodologies and inspiration. This deck was created for the workshop on UCD for the built environment.

1. UX & service
design
Claudia Ehmke
Delivering innovation through service design
Wednesday, 20 November 13

2. I’m in...
Interaction
Design
Customer
strategy
Information
Architecture
Customer or
Visitor experience
Usability
User-centred
design
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Service
Design
User
research

3. Wednesday, 20 November 13

4. Wednesday, 20 November 13

5. Our process
• Your point of view
• Creative
of the problem
• Current &
potential customer
understanding
• Market &
competitors
• Brand expression
exploration
• Customer journey/
experience
mapping
• Co-design
workshops
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• Create minimum
viable products for
user interaction
• Gather & digest
feedback
• Changes based on
feedback
• Determine
roadmap for
subsequent
phases
• Launch support

6. Toolbox for insights phase
Stakeholder maps – visual or physical
representation of the various groups
involved with a particular service.
Service safaris – explore good and bad
examples by “mystery shopping” and/or
competitive/lateral benchmarking.
Shadowing – researchers immersing
themselves in the lives of customers.
Customer journey maps – vivid but
structured visualisation of all touchpoints
the customer will interact with.
Contextual interviews – talk to the
customers and observer and probe the
behaviour they are interested in.
The five whys – a chain of questions to
dig below the surface and uncover the
motivations that are the root cause.
Cultural probes – directed selfdocumentation packages used by the
customers for a prolonged period of time.
Mobile ethnography – undirected insights
generated around how participants choose to
structure their lives
A day in the life – collates research material
for a particular customer in order to create a
descriptive walkthrough of their life.
Expectation maps – understand what the
customer expect when they interact with
the service.
Personas – fictional profile that represent a
typical “character”.
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7. Toolbox for Ideas & Prototype phase
Idea generation – structured brainstorm
sessions to inspire the organisation to
improve or create new services.
What if… – questions to prompt exploration of
unrestricted concepts affected by changes in
technology, societal or cultural level.
Design scenarios – hypothetical stories,
created with sufficient detail to meaningfully
explore a particular aspect of a service
offering.
Storyboards – a series of drawings or
pictures that visualise a particular sequence
of events.
Desktop walkthroughs –small scale 3-D
model of a service environment acting out
common scenarios.
Service prototypes – simulation of
service experience in forms of interactive
mock-ups of common sequences.
Service staging – physical acting out of
scenarios by design team, staff and
customers.
Agile development – develop “beta”
platform and create the first release of a
particular service offering.
Co-creation – collaborative sessions
where beta services are evaluated
and modified.
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8. Toolbox for Test, Learn & Launch
Storytelling – narrative describing the
service in context, using key insights and
ideas to tell compelling stories form a
variety of perspectives.
Service blueprints – detailed specification
of each aspect of a service from a point of
customer and behind-the-scene processes.
Service roleplay – interactive training
experiences that help staff contribute to the
improvement of the service experience.
Customer lifecycle maps – holistic
visualisation of a customer’s overall
relationship with the service provider.
Business model canvas – tool to
describe, analyse and design business
models.
and more depending on the client,
the audience and the problem
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?

9. In a bit more detail...
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10. Understanding the
business model
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11. Co-design for digital
and architecture
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12. User research &
personas
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13. Customer journey &
Experience maps
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14. Brand values &
experience principles
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15. Sketching & scamping
Create
mind
sketch
(new) knowledge
representation
Read
Bill Buxton. Sketching User Experiences
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16. Sketches &
Scamps
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17. Sitemap/Content map,
wireframes & functional specification
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20. Pattern libraries
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21. Pattern libraries
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22. Pattern libraries
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23. Pattern libraries
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25. To get users engaged in our service
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26. Behavioural psychology
Some principles (just to whet your appetite)
• Loss Aversion
• Anchoring
• Scarcity Value
• Goal Dilution
• Chunking
• Social proof
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27. #1 Loss aversion
People have a tendency
to ascribe a
disproportionately
higher value to an item
they already have in
their possession,
compared to one
they’re being offered.
Even with reference to
what they may have
originally paid for it.
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28. #2 Anchoring
Tendency to rely too heavily, or
“anchor”, on a past reference or
on one trait or piece of
information when making
decisions.
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29. #3 Scarcity value
If we perceive
something to be scarce
it has greater value in
our eyes. If it’s plentiful
its perceived value falls.
When valuing things,
circumstantial factors
tend to crowd out
factors that point
towards absolute value.
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30. #4 Goal dilution
When multiple goals are
pursued, they are less
effectively achieved than goals
pursued individually.
In general selling 3 things
together typically works for the
producer but not the customer.
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31. #5 Chunking
Parts are easier than wholes.
The way a task is presented
affects people’s willingness to
take it on and complete it.
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32. #6 Social proof
The tendency of people to
assume that the actions of
others reflect correct behaviour
for a given situation.
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33. Thank you
claudia@thisispaper.co.uk
WWW.THISISPAPER.CO.UK
@THIS_IS_PAPER
Wednesday, 20 November 13