Userexperiencedesign, design servicedesign&designthinking

bySylvainCottong,www.integratedplace.com SAUXForum,FacultyofDesign,UniversityofJohannesburg,August18th,2009 http://groups.google.com/group/sauxforum/browse_thread/thread/ba87ca0252c48a7d

Userexperiencedesign(UX)

Whatisuserexperience p design? g
UserExperience(abbreviated:UX)isthequalityofexperience apersonhaswheninteractingwithaspecificdesign.Thiscan rangefromaspecificartifact,suchasacup,toyorwebsite, uptolarger, larger integratedexperiencessuchasamuseumoran airport. Source:http://www.uxnet.org/ p // g/ Itmostcommonlyreferstotheresultofaplannedintegration ofsoftwaredesign,business,andpsychologyconcerns. Inthewebworld,userexperienceissometimesconflatedwith usability,informationarchitecture(IA),anduserinterface(UI) d i all design, llof fwhich hi harecomponentsof fi it. Source:http://en.wikipedia.org/wiki/User_experience_design

Whatisuserexperience p design? g
JesseJamesGarretsfamousrepresentationofUXfortheWeb:

Whatisuserexperience p design? g
PeterMorvilleshoneycombs:
Informationarchitecture: Thecombinationoforganisation, labeling,andnavigationschemeswithin aninformationsystem. Thestructuraldesignofaninformation spacetofacilitatetaskcompletionand intuitiveaccesstocontent.
Sources: http://semanticstudios.com/publications/sem antics/000010.php h // http://semanticstudios.com/publications/sem i di / bli i / antics/000029.php

Whatisuserexperience p design? g
PeterMorvilleshoneycombs:

Whatisuserexperience p design? g
UXdesignisaHumanCenteredDesignprocess

AnInternationalStandard
ISO13407:TheHumancentereddesignprocessdefinesageneralprocessfor includinghumancenteredactivitiesthroughoutadevelopmentlifecycle, cycle but doesnotspecifyexactmethods.

Whatisuserexperience p design? g
UXdesignisaHumanCenteredDesignprocess
Specifythecontextofuse Identifythepeoplewhowillusetheproduct,whattheywill useitfor for,andunderwhatconditionstheywilluseit. it Specifyrequirements Identifyanybusinessrequirementsorusergoalsthatmustbe metfortheproducttobesuccessful. successful Createdesignsolutions Thispartoftheprocessmaybedoneinstages,buildingfroma rough g concept p toacomplete p design. g Evaluatedesigns Themostimportantpartofthisprocessisthatevaluation ideallythroughusabilitytestingwithactualusers isas integralasqualitytestingistogoodsoftwaredevelopment.

Whatisuserexperience p design? g
UXdesignisaHumanCenteredDesignprocess

UXdesign g p process
ManysimilarwaysofrepresentingtheUXdesignprocess.

UXdesignprocess

UXdesignprocess

UXdesignprocess

UXdesignprocess

UXdesignprocess

Typical yp UXtools&deliverables:Personas

TypicalUXtools&deliverables:

Mentalmodels

Typical yp UXtools&deliverables:Wireframes

TypicalUXtools&deliverables:Wireframes

Typical yp UXtools&deliverables:Concept p map p

Typical yp UXtools&deliverables:Cardsorting g

TypicalUXtools&deliverables:

ContentInventory

TypicalUXtools&deliverables:

User&taskflowcharts

Typical yp UXtools&deliverables:Sitemap p

Typical yp UXtools&deliverables:Usertests

TypicalUXtools&deliverables
TherearemanyotherUXtools&methods.Youhavetodecideinthecontext ofeachprojectwhichonestouse.

http://project.cmd.hro.nl/cmi/hci/toolkit/

http://nform.ca/tradingcards/

http://clearlyitworks.pbworks.com/UX+and+IA+Resources

KeybenefitsofUX?
BenefitstoBusinessesinEnterpriseApplications
Managestherisktheworkerswon'tbeabletousetheapplication, orwon'twanttouseit Ensuresthatvitalfeaturesarenotleftout Reducescostlydevelopmentoffeaturesthatusersdon'twantor don'tneed Reducestrainingandsupportcosts

KeybenefitsofUX?
BenefitstoBusinessesinCustomerFacing Applications
Enableseaseofuse, ,resulting ginhigher g conversionratesand greatercrosssellingandupsellingopportunities Reducessupport&servicecosts,generatesgreatercustomer satisfaction&loyaltyandimprovedperceptionofthebrand Improvescustomers'toleranceofbusinessgoalsthatconflictwith their h personal lgoals l Reducedoverallprojectcostsandtimescales Andthusgeneratesincreasedrevenues

Servicedesign

WhatisServicedesign g ?
Today,servicesrepresentbetween60%&70%ofGDPof mostindustrialisednations Whereasdesignmethodshavealwaysbeenappliedto products, p ,serviceshavelong gbeenconsideredasanecessary y extensiontoproductswithoutpayingthemthesame attentionthanproductsthemselves Mostproductstodayarecombinedwithservices,thusitis theoverallexperience thatcountsandthatisjudgedby customers Theemergingfieldofservicedesigncombinesdesign methodsfromproductdesign&interactiondesignfor designingtheexperienceofandtheinterfacetoservices. services Alot ofeducatedinteractiondesignersworkinservicedesign.

WhatisServicedesign g ?
ServicedesignismostdevelopedinnorthernEurope(Scandinavia, TheNetherlandsandGreatBritainandtoalesserextentintheUS.) )

Source:http://howardesign.com/exp/service/worldwide/

WhatisServicedesign g ?
Servicedesignisaboutmakingwhatyoudomoreuseful, usable &desirable foryourusers,andmoreefficient,effective &valuable foryou everyonelovesagreatexperience.
Doyourememberthe UXdesignhoneycomb?

WhatisServicedesign g ?
Servicedesignisahumancenteredapproachthatfocuseson customerexperienceandthequalityofserviceencountered asthekeyvalueforsuccess.
Doyourememberthe humancentereddesign process?

Servicedesign: g Key yconcepts p

Servicetouchpoints arethetangibles,forexample: spaces,objects,peopleorinteractionsthatmake thetotalexperienceofusingaservice,i.e.:
Advertising Web,mobilephone&PCinterfaces Physicalenvironments(shops,receptionareas, transportenvironments,hospitals,etc.) Customerfacingstaff(Callcenters,customer representatives,receptionists,etc.) Communication&mailings,etc.

Servicedesign: g Key yconcepts p

Systems Servicesarep providedandexperienced p through g systems y andrelationships. Value Differentservicescreateandmeasurevalueindifferent ways,butmostservicestrytoprovidethebestvaluefor bothusersandproducers. Journeys y Allservicesareexperiencedovertime.Peoplealsotake differentjourneysto,through,andfromaservice. People p Servicesalwaysinvolvepeopleandrelyonboththeuser andtheproducerworkingtogether. Propositions p Servicesaregenerallypackagedasapropositionforusers tobuyinto.

Servicedesign: g Tools&Methods
Ethnography,userstudies&personas
Identifying,discoveringandunderstandingtheservicecontextandtheusers.

Servicedesign: g Tools&Methods
Customerjourneymap
Illustrateshowthecustomerperceivesandexperiencestheservice interfacealongthetimeaxis.

Servicedesign: g Tools&Methods
Serviceblueprinting

Allowsforaquantitativedescriptionofcriticalservice elements, suchastime,logicalsequencesofactionsandprocesses, alsospecifyingbothactionsandeventsthathappeninthe timeandp placeoftheinteraction( (frontstage) g ) andactionsandeventsthatareoutofthelineofvisibility forusers, users butarefundamentalforthedeliveryofthe service(backstage).

Servicedesign: g Tools&Methods
Ideation,contextmapping&participatorydesign

Reveals usersconsciousandlatentneeds, experiences, p ,hopes p andexpectations. p Users participateinaworkshopfacilitatedbyatutor.

Servicedesign: g Tools&Methods
Serviceprototyping:Scenarios,storytelling,storyboards,real world ldexperience i simulation i l ti

Servicedesign: g Tools&Methods
Serviceprototyping:Scenarios,storytelling,storyboards,realworld experience i simulation i l ti

Techniques T h i from f movie i making ki and dthe th performing f i arts t arethus th very usefulforserviceprototyping.

Servicedesign: g Key ybenefits

DoyourememberthekeybenefitsfromUXdesign?

Enableseaseofuse,resultinginhigherconversionratesand greatercrossselling lli and dupselling lli opportunities ii Reducessupportcosts,greatercustomersatisfaction& loyalty,andimprovedperceptionofthebrand Improvescustomers customers'toleranceofbusinessgoalsthat conflict withtheirpersonalgoals

Servicedesign: g Key ybenefits

Andmorespecifically:

Everyone,likeitornot,isaserviceprovider Theinclusionofgoodcustomerserviceisbecomingakey differentiatorforanytypeoforganisation,beitproductor service i based. b d In I ourneweconomyand dsocial i lsystem t itis i the th wholeexperience,before,duringoraftertheactualselling thatreallycounts. Customersarewillingtopayapremium forproductsand servicesthathelpmaketheirliveseasier,moreenjoyableand exciting.

Servicedesign: g Key ybenefits

Andmorespecifically:

Innovating,redesigningandmanagingservicesrepresenta competitiveadvantageformodernbusinessesandpublicsector organisations. Helps H l meeting ti customers t rising i i expectations t ti of fchoice h i and d quality Helpsmakeuseofthetechnologiesrevolution,thatmultiplies thepossibilitiesforcreating,deliveringandconsumingservices Helpsansweringthepressingenvironmental,socialand economicchallengestosustainability

Servicedesign: g Casestudy y
CarnegieLibraryofPittsburgh,aprojectbyMayadesign Astrategicdesignproject: interiorredesign wayfinding website andthelibrarycatalog andthusisaservicedesignprojectasit dealtwithseveraltouchpointsandthe customerjourney, j but b with i hastrong focusoninformationarchitecture.

http://www.maya.com/portfolio/carnegielibrary
MAYADesign,Inc./SouthSideWorks,Building2,Suite3002730SidneyStreet/ Pittsburgh,PA15203/+14124882900

Servicedesign: g MoreresourcesontheWeb
About
http://www.designcouncil.org.uk/en/About p g g Design/Design g g Disciplines/Service p designbyBillHollins/ http://www.howardesign.com/exp/service/

Casestudies
http://www.enginegroup.co.uk/projects/

Methods&tools
http://www.enginegroup.co.uk/service_design/methods/ http://servicedesign.wikispaces.com/ http://www.servicedesigntools.org/ http //www servicedesign org/ http://www.servicedesign.org/

Professionalorganization
http://www.service p // design g network.org/ g/ andmanyblogs..

Design g thinking g
Whatisthemetatrend&concept behindsuchpracticesas UXdesign d i &service i design? d i ? Designthinking,awayforsolvingallkindsofproblems usingdesigntools&methodologies. methodologies Oftenalsoreferredtoasdesignthinkinginbusiness. Itsaboutamethodology,butalsoaboutamindset and aboutachangingparadigminmanagementtheory,moving fromthetraditionaltop pdownandq quantitativeapproach pp to amorebottomup,qualitativeapproach ininnovation& transformationprocesses. Itsanewdesigndiscipline thatbuildsontraditionaldesign skillstoaddresssocialandeconomicissues.

Designthinking:Characteristics
Gooddesigncreatesproducts, products services, services spaces, spaces interactionsand experiencesthatnotonlysatisfyafunction orsolveaproblem,butthat arealsodesirable,aspirational,compellinganddelightful. Thesequalitiescanbeusedbyorganisationsinboththepublicandprivate sectorwhichareseekingtotransformthewayinwhichtheyconnectto individuals.Itsap processthatcanbeapplied pp toalmostany yp problem. Benefits: placingtheperson theuser attheheartofasolution; ameansforexpertstocollaborateequallyoncomplexissues; arapid,iterativeprocessthatcanadapttochangingcircumstances; and dahighly hi hl creative i approach htoproblem bl solving l i that h leads l d topractical i l &innovativeeverydaysolutions.

Designthinking:Characteristics
Themaincharacteristicofcreativity&designthinkingistheabilityof divergentthinking,bringingdifferentapproachestogethertofindnew solutionsforcomplexandilldefinedproblems. BschoolmeetsDschool (Orleftbrainersmeetrightbrainers). Designschoolscreatethetoolsoftransformationandgraduatethe peopletoimplementthem.

Designthinking:Characteristics
DesignThinkingisafocusonsynthesisratherthananalysis (Multidisciplinarity,Getthebigpicture) Designersproblemsolveholistically holistically,notinalinearfashion fashion.Whilethe scientificmethodforproblemsolvingusesproblemfocusedstrategies andanalysis,designersusesolutionfocusedstrategiesandsynthesis. GoodDesignThinkingistheabilitytoseethingsnotreadilyapparentto others(andthat'swheremarketdifferentiationcanoccur). It'stheabilitytoseethe'edges'ofsomething,tofindshapeandformina massofstuff.It'stheabilitytoseethingsdifferently toseetheimplicit andmakeitexplicit.

Designthinking:Characteristics
DesignThinkingitisnotamatterofsavingmoneyor"controlling"risks. risks Itisaboutsurvivalandbeingtrulyhonestwithcustomers. Adesigndrivenapproachtocreatingsomethingnewfavorsaqualitative approachoveradatadrivenapproach. Ratherthanamassing gmoundsofdatafromcustomerandmarket research,yougooutandobservepeopletounderstandtheirlivesand needsandhowproductscouldfitintothem(Ethnography).

buildingempathywithcustomers.

Designthinking:Characteristics
Design g Thinking ghelps p transformexisting gconditionsintop preferredones,thus improvingthefuture. Therearenojudgementsindesignthinking. Thiseliminatesthefearoffailureandencouragesmaximuminputand participation. Wildideasarewelcome,sincetheseoftenleadtothemostcreativesolutions. Everyoneisadesigner, designer anddesignthinkingisawaytoapplydesign methodologiestoanyoflife'saswellaspublic&businessorganisation's situations. (>Servicedesign,socialdesign,processdesign,decisionmakingdesign, businessmodeldesign,productdesign,webdesign,etc.)

Designthinking:Process
EXPLORATORYMINDSET Decision i i mindset: i d " "Iamgoing i toid identify if all llthe h alternatives, l i weigh i htheir h i consequences,andchooseone. Design g mindset:"Many yofthealternativesarey yettobediscovered, ,andthetrue consequencesofchoosinganyofthemaredifficulttobesureof;let'siteratively explorethepossibilitiestogether,discoveringnewonesandchoosingasbestwe canateachstep. DESIGNPROCESS DesignthinkingisbuiltonconfidenceinTheDesignProcess: understandthecontextyouareaddressing thepeople,relevantactivitiesand environments theforcesatworkmustnecessarilyshapeanyworkablesolution trytoconceivesomethingthatmightservethesituationyou'vestartedto understand embodythepotentialsolutioninsomeformthatletsyouputitintothetarget contextandseehowitworks thistakesyoubacktothe"understand"step,andaroundyougoagain.

Designthinking:Process
Designthinkingnorms

Process
Define Observe& Research Ideate& Cocreate Choose Prototype &test Implement &learn

Characteristicsoftools&methods Thinkvisually Tellstories

Designthinking:Thinkvisually&tellstories

Designthinkers:Skillsets
Empathy Integrativethinking Optimism O i i Experimentalism Collaboration
Source: http://www.ideo.com/images/uploads/news/pdfs/IDEO_HBR_Design_Thinking.pdf

Itsabouthowtouseproduct,communication,interactionand spatialdesignerscoreskillstotransformthewaysinwhichthe publicinteractswithsystems,services,organisationsandpolicies.

Designthinkers:Skillsets
E Empathy th
Abilitytoimaginetheworldfrommultipleperspectives thoseof colleagues,clients,endusersandcustomers Peoplefirstapproach:imaginesolutionsthatareinherentlydesirable andmeetexplicitandlatentneeds. Noticethingsinstantlythatothersdontsee(Ethnography)

Designthinkers:Skillsets
I t Integrative ti thi thinking ki
Notonlyrelyingonanalyticalprocesses(thatproduceeither/orchoices) Butalsoseeingthesalient andsometimescontradictory aspectsofa confoundingproblemandcreatingnovelsolutionsthatgobeyondand dramaticallyimproveonexitingalternatives.

Optimism
Nomatterhowchallengingtheconstraintsofagivenproblem, problem atleast onepotentialsolutionisbetterthentheexistingones.

Designthinkers:Skillsets
E Experimentalism i t li
Significantinnovationsdontcomefromincrementaltweaks.Design thinkersposequestionsandexploreconstraintsincreativewaysthat progressinentirelynewdirections. directions

Collaboration
increasingcomplexityofproducts, products services, services andexperiences replacedthemythofthelonecreativegeniuswiththerealityofthe enthusiasticmultidisciplinarycollaborator. collaborator designthinkersdontsimplyworkalongsideotherdisciplines;manyof g experience p inmorethanone&areusedtoworking g themhavesignificant inmultidisciplinaryteams.

Designthinking:Skillsets
"Tshapedpeople
Theyhaveaprincipalskillthatdescribesthe verticallegoftheT they'remechanical engineersorindustrialdesigners.Buttheyareso empathetic thattheycanbranchoutintoother skills,suchasanthropology,anddothemaswell. Theyareabletoexploreinsightsfrommany differentperspectivesandrecognisepatternsof behaviorthatpointtoauniversalhumanneed. need
TimBrown,CEOofdesignconsultancyIDEOin http://www.fastcompany.com/magazine/95/design strategy.html?page=0%2C0 t t ht l? 0%2C0

Designthinking:Thedesignofbusiness
RogerMartin,thedeanoftheRotmanschoolofmanagement,anotherleading designthinker thinker,saysthattraditionalfirmsmustbecomemorelikeadesign designshop shop: :

Source:http://www.rotman.utoronto.ca/rogermartin

Designthinking:Summarising
Designthinkingisanewmindset&setofmethods(inspiredbytraditionaldesign theory)forsolvingtodayspressingeconomic,social&environmentalproblems,as opposed,butalsoasinadditionto,thetraditionalanalyticalandquantitativemethods. Itisahumancenteredapproach,builtonempathy&ethnography,thatproduces new,innovative andsometimesradicalsolutions inamultidisciplinary&participatory way. Thesesolutionsareconstantlyprototyped,testedandimplementedinaniterative process. Thesesolutionsgenerateconsistentbridgeexperiencesthatcreatenewvaluesfor theconsumer&theprovider. UXdesignfortheweb&servicedesignarepracticesthatareperfectlyinline with the h design d i thinking hi ki process&mindset. i d Its I about b applying l i long l known k traditional di i l designmethods&processesinproductdesigntomorecomplex,abstract,interactive& intangiblethings.

Thankyouforyourattention.

Yourquestions?

sylvain@integratedplace.com