User Experience design has come a long way since technology has become an everyday part of our lives. We almost can't imagine a life without googling random facts, comparing prices for flights, insurance or any other product we can get online or in the high street. The consumerisation of technology has led to higher expectations of intuitiveness and ease of use of our devices, websites and apps. User friendliness in technology is not a key differentiator anymore when consumers interact with companies via their websites, apps, phones and high street shops. Companies don't just sell products online anymore, they provide services through a variety of channels. This requires designers to think beyond the screen. Service design thinking considers technology in its wider context of use and not just the immediate user interactions. This talk will give you a introduction to what service design is and how it is different from user experience design. It will include some design principles that are applicable beyond the screen and how they relate to user experience and service design. And finally you'll find out about the realities of doing service design in the wild. You'll see a comparison of the wonderful theory of service design with the harsh reality of large organisations, which often need service design the most.

1. Design Beyond the Screen
Introducing Service Design Thinking to UX

2. This session Expectations
Let’s set some
It’s not a manual for designing perfect
services
It will give you is a new way of
thinking about your product or service
in a wider context than the
immediately obvious one: the UI.
2
I did not invent this stuff, I’m just
applying it, maybe it’ll help you!

3. Part 1
Introduction to Service Design
Part 2
Exploration – Principles
Part 3
The realities of service design
Introduction RealityExploration
Overview
The big picture
3

4. Introduction
Part 1
4

5. "When you have two coffee shops right
next to each other, that each sell the
exact same coffee at the exact same
price. Service Design is what make you
walk into the one and not the other."
Marc Fonteijn, 31 Volts Service Design, 2008
Definition
What is Service Design
5 Exploration RealityIntroduction

6. The end goal Holidays
Allow us to dream and get away from it all
The perfect beach
6

7. The beginning Holidays
Are easier to book, but not fun
Soooooooo much choice in a bad website
7

8. UX Designers Holidays
Are easier to book, but not fun
Are good at fixing that
8
No navigation
Stock imagery
Organisation driven Information Architecture
Secondary nav tiny

9. Service Designers Holidays
Can be quite a stressful experience
Consider the bigger picture as well
9

10. People & Interactions Service design elements
That need to be considered
Who’s involved?
DIGITALREALWORLD
Customer
+
Service
Provider
=
Touch
Point
Mobile
Tablet
Shop checkout
Service desk
Self service kiosk
Hotel porter
Paper based
In store
Desktop
Stakeholders Service
Designers
YOU!
10 Exploration RealityIntroduction

11. Exploration
Principles behind great customer experiences
Part 2
11

12. Principles behind great customer experiences
What makes great services
"The challenge is no longer to simply create a great
product or service, with a good customer service
offering and a useful website, it is to seamlessly
join up an increasing number of different touch
points." Matt Watkinson, 2013
12 Exploration RealityIntroduction

13. 3 simple questions
Think about this
#2 Do you want to get rich through
your own business / career?
… or at least make a decent living
#3 Did you start your own business / career
because you wanted to get rich?
#1 Do you want to get rich?
… or at least make a decent living
13 Exploration RealityIntroduction

14. Let’s ponder this 3 simple questions
Think about this
Yes – that’s OK
“Do you want to get rich?”
Yes – that’s OK
“Do you want to get rich through your own business / career?”
Yes – let’s talk about that …
“Did you start your own business / career because you wanted to
get rich?”
$$$
14 Exploration RealityIntroduction

15. Why you should care too Caring pays
The value of customer experience
You cannot afford not to
(your competitors do)
It pays in the short term
(you’ll be happier at work)
It pays even more in the long term
(you’ll have a successful business)
15 Exploration RealityIntroduction

16. There’s more than one way… Design Principles
UX and CX frameworks
16 Exploration RealityIntroduction

17. It’s not rocket science How to do it
The 10 principles behind great customer experiences
They work for startups & large
organisations
You’ll learn about them today
Please buy his book too because he’s a really nice guy.
In his book “The 10 Principles Behind Great Customer Experiences”
Matt Watkinson wrote some down
17 Exploration RealityIntroduction

18. Principle #1
Wants vs needs
"People do not build their beliefs on a foundation of
reason. They begin with certain beliefs, then find
reasons to justify them" Eugene P. Wigner

19. Rational vs rationale thinking Principle #1
Wants vs needs
We live in a world of wants, not needs
Create a brand reality, not an image
What does your brand say about your
customers?
Great customer experiences strongly reflect the customer’s identity
19 Exploration RealityIntroduction

20. Principle #1
Wants vs needs
Rational vs rationale thinking
Great customer experiences strongly reflect the customer’s identity

21. "Customers don't want to buy a quarter inch
drill, they want a quarter inch hole" Theodore Levitt
Principle #2
Objectives & Super Objectives

22. Everything has a goal Principle #2
Objectives & Super Objectives
Telepathy vs empathy vs self referential
design – especially relevant to startups
Create a product / service that goes
beyond the immediate need
What problem are you / your product /
service solving?
Great customer experiences satisfy our higher objectives
22 Exploration RealityIntroduction

23. Everything has a goal Principle #2
Objectives & Super Objectives
Great customer experiences satisfy our higher objectives

24. "Good design thorough down to the last detail.
Nothing must be arbitrary or left to chance.
Care and accuracy in the design process show
respect towards the consumer." Dieter Rams
Principle #3
No detail too small

25. This eensy weensy tiny detail Principle #3
No detail is too small
Find quick wins to delight
What’s the entire customer journey?
Great customer experiences leave nothing to chance
Lots of small gains create one big
one
25 Exploration RealityIntroduction

26. This eensy weensy tiny detail Principle #3
No detail is too small
Great customer experiences leave nothing to chance
26 Exploration RealityIntroduction

27. "Happiness equals reality minus expectations"
Tom Magliozzi
Photo by:
http://www.flickr.com/photos/ladymissmarquise/
Principle #4
Met expectations keep customers

28. What you see is what you get Principle #4
Met expectations keep customers
Be consistent
Make sure all ends well
Great customer experiences set and meet expectations
Don’t overpromise and under deliver
28 Exploration RealityIntroduction

29. What you see is what you get Principle #4
Met expectations keep customers
Great customer experiences set and meet expectations

30. “Perfection is achieved, not when there is
nothing to add, but when there is nothing left to
take away" Antoine de Saint-Exupéry
Principle #5
Technology should make our lives easier

31. Don’t make me think Principle #5
Technology should make our lives easier
Serve the customer at the right time
and the right place
Too much choice can be a burden
Great customer experiences are effortless
Consider: time, convenience,
simplicity
???
31 Exploration RealityIntroduction

32. Don’t make me think Principle #5
Technology should make our lives easier
Great customer experiences are effortless

33. Don’t make me think Principle #5
Technology should make our lives easier
Great customer experiences are effortless

34. Don’t make me think Principle #5
Technology should make our lives easier
Great customer experiences are effortless

35. Don’t make me think Principle #5
Technology should make our lives easier
Great customer experiences are effortless

36. Don’t make me think Principle #5
Technology should make our lives easier
Great customer experiences are effortless

37. Don’t make me think Principle #5
Technology should make our lives easier
Great customer experiences are effortless

38. Don’t make me think Principle #5
Technology should make our lives easier
Great customer experiences are effortless

39. Don’t make me think Principle #5
Technology should make our lives easier
Great customer experiences are effortless

40. Don’t make me think Principle #5
Technology should make our lives easier
Great customer experiences are effortless

41. Don’t make me think Principle #5
Technology should make our lives easier
Great customer experiences are effortless

42. Don’t make me think Principle #5
Technology should make our lives easier
Great customer experiences are effortless

43. Don’t make me think Principle #5
Technology should make our lives easier
Great customer experiences are effortless

44. Don’t make me think Principle #5
Technology should make our lives easier
Great customer experiences are effortless

45. Don’t make me think Principle #5
Technology should make our lives easier
Great customer experiences are effortless

46. Don’t make me think Principle #5
Technology should make our lives easier
Great customer experiences are effortless

47. Don’t make me think Principle #5
Technology should make our lives easier
Great customer experiences are effortless

48. "Confusion is the chief cause of worry."
Herbert E. Hawkes
Principle #6
Avoid errors when possible

49. Don’t hassle me Principle #6
Avoid errors when possible
Design for forgiveness
Intuitiveness vs efficiency
Great customer experiences are stress free
Errors lead to stress and vice versa
*&£^@
49 Exploration RealityIntroduction

50. Don’t hassle me Principle #6
Avoid errors when possible
Great customer experiences are stress free

51. "We made the buttons on the screen look so
good you'll want to lick them" Steve Jobs
Principle #7
Make it sweet
Photo by:
http://www.flickr.com/photos/joaoloureiro/

52. It’s the whole package Principle #7
Make it sweet
Don’t overwhelm you customers
What if I can’t _________
Great customer experiences indulge the senses
Consider every experience multi
sensory
(insert sense)
52 Exploration RealityIntroduction

53. It’s the whole package Principle #7
Make it sweet
Great customer experiences indulge the senses

54. It’s the whole package Principle #7
Make it sweet
Great customer experiences indulge the senses

55. "Trade is a social act."
J.S. Mill
Principle #8
People products
Photo by:
http://www.flickr.com/photos/matthieu-aubry/

56. Real experiences, real people Principle #8
People products
It’s easier to be loyal to a person than
a brand
Your employees are your brand
ambassadors
Great customer experiences are socially engaging
Add a personal touch to your product /
service
=
56 Exploration RealityIntroduction

57. Real experiences, real people Principle #8
People products
Great customer experiences are socially engaging
57 Exploration RealityIntroduction

58. Real experiences, real people Principle #8
People products
Great customer experiences are socially engaging
58 Exploration RealityIntroduction

59. Real experiences, real people Principle #8
People products
Great customer experiences are socially engaging
59 Exploration RealityIntroduction

60. "I did it my way."
Frank Sinatra
Principle #9
Total control

61. The digital world is one of choice Principle #9
Total control
Increase control by striking a balance
among the dimensions of control
Consider the who, what, when and
where of control
Great customer experiences put customers in control
Give the customer control, but help
them along the way
61 Exploration RealityIntroduction

62. The digital world is one of choice Principle #9
Total control
Great customer experiences put customers in control
62 Exploration RealityIntroduction

63. Vincent van Gogh
Principle #10
Feeling products

64. How does that make you feel? Principle #10
Feeling products
Consider emotional intensity
Promote positive emotions / actively
avoid negative ones
Great customer experiences consider the emotions
Emotions can encourage / discourage
actions
64 Exploration RealityIntroduction

65. How does that make you feel? Principle #10
Feeling products
Great customer experiences consider the emotions
65 Exploration RealityIntroduction

66. Reality
Service design out in the wild
Part 3
66

67. Who’s who? Organisations & Service Design
Sometimes they struggle
What is their contribution /
responsibility in your project?
Where do they sit in the organisation?
The people that matter too
Who are your stakeholders?
67 RealityIntroduction Exploration

68. What’s in it for them? Organisations & Service Design
Sometimes they struggle
What are their higher objectives?
Just setting out a strategy isn’t enough
What do they say they want to get out
of good service design?
What are their actual drivers and
motivations?
68 RealityIntroduction Exploration

69. The hard bit Organisations & Service Design
Sometimes they struggle
Iterate, iterate, iterate!
Get executive support
Getting it all to work
Find the right diplomat in the
organisation
69 RealityIntroduction Exploration

70. Don’t just design Organisations & Service Design
Sometimes they struggle
Consider technology where
appropriate, but don’t be limited by it.
Find out business goals. They’re just
as important!
Once you’re on your way
Validate that you’re designing the
right thing
70 RealityIntroduction Exploration

71. Business Realities
Don’t forget …
4
1. Your stakeholders
2. Their true motivations
3. Get the right support
4. Don’t just design
Thank You & Key Take Aways
Remember this
71 RealityExplorationIntroduction
Customer XP Principles
Great customer experiences…
10
1. Strongly reflect the customer's identity
2. Satisfy our higher objectives
3. Leave nothing to chance
4. Set and then meet expectations
5. Are effortless
6. Are stress free
7. Indulge the senses
8. Are socially engaging
9. Put the customer in control
10. Consider the emotions

72. Appendix

73. Newt is a design consultancy
We believe that good design drives change

74. A guy that listens a lot Who I am
Your presenter
Dr. Philip Bonhard
About Customers / People Carer @Newtidea
entertainment
Our clients’ customers
Our clients
financial services
government
travel
telco utilities healthcare
media
retail
@UXPhil / phil@newtidea.com
74

75. Resources
Books worth reading
This is Service Design Thinking
Various Authors –
www.thisisservicedesignthinking.com
The Ten Principles Behind Great
Customer Experiences
Matt Watkinson
75

76. The Noun Project Thank you
Useful Stuff
World designed by Mateo Zlatar People designed by Wayne Tyler Sall
People designed by Roman J. Sokolov Dream designed by James Stone
Boy designed by Peacock Dream Marriage Proposal designed by Luis Prado
Boy designed by Michael Rowe Worker designed by Bart Laugs
Girl designed by Michael Rowe Thinking designed by Michael V. Suriano
Eye from The Noun Project
www.thenounproject.com
76

77. The Noun Project Thank you
Useful Stuff
Control designed by Dima Yagnyuk
Happy designed by Tobias F. Wolf Sad designed by Tobias F. Wolf
Touch designed by Michele Zamparo
Nose designed by Rachel Healey Tongue designed by Alex Fuller
www.thenounproject.com
Conversation designed by Michael V. Suriano Cry designed by James Bickerton
Alert designed by Thomas Le Bas Stress designed by Shreya Chakravarty
Pizza designed by Marcus Michaels
77

78. The Noun Project Thank you
Useful Stuff
Network designed by Stijn Janmaat
www.thenounproject.com
Happy designed by Takao Umehara
78
Conversation designed by Rudy Jaspers
Second thought designed by Dima Yagnyuk
and Benjamin H Byron
Handshake designed by Diego Naive
Diplomacy designed by Thibault Geffroy
Design designed by Scott Lewis
Bar graph designed by Nicolas Hue
Microchip designed by Márcio Duarte