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Service Design vs Experience Design: Chicken & Egg or Wild Goose
1. Service Design vs. Experience Design Chicken & Egg or Wild Goose Ben MelbourneUX Person
2. Experience DesignExperience design (XD) is the practice of designing products, processes, services, events, and environments with a focus placed on the quality of the user experience and culturally relevant solutions, with less emphasis placed on increasing and improving functionality of the design. http://en.wikipedia.org/wiki/Experience_design ServiceThe range of touchpoints a human interacts with, over time, in order to achieve their goal/fulfill their need. http://desonance.wordpress.com/2010/01/28/what-is-a-service-pt-1-2/ Service DesignThe 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. http://en.wikipedia.org/wiki/Service_design
4. The traditional distinctions between products and services are beginning to blur.Traditionally, a product was physical and discrete, somewhat tangible, something obviously demarcated in space and time. The designer's brief rarely encompassed more than the form of an object, and there's a well defined usage. But with Web 2.0 and ubiquitous networking and the open standards it gives rise to, all is changing fast: no longer can the designer of any product assume that it will stand on its own, autonomous and serenely uninvolved with the others. A product has become a node connecting to other both from a data and social perspectives. Idris Mootee Business Strategist & Innovation Specialist Idea Couture http://mootee.typepad.com/innovation_playground/2008/03/service-design.html
7. You can design a service but you cannot design an experience. Service designers can only stage or create favorable conditions for great customer experiences to happen. If the customer contributes to the âexperienceâ, how do we co-create these experiences with them? Stop using the word âservice designerâ, call them âexperience architectâ or âexperiences co-creatorâ. Idris Mootee Business Strategist & Innovation Specialist Idea Couture http://mootee.typepad.com/innovation_playground/2008/03/service-design.html
16. Mapping to internal processes, systems and toolshttp://desonance.wordpress.com/2010/06/16/customer-experience-mapping/http://desonance.wordpress.com/2010/06/16/service-blueprinting/
25. Change managementDesigning a service requires changes to the business, not just the IxD and front end. How do you design for the implementation of a service? Orchestrating the difference parts of the organisation to create he desired service? Is it more about change management and consulting that IxD How does an UX/IxD get to play in the area of change management? Orchestra? Herding cats Change management
26. TimeService design is a long-term and ongoing activity. Changes take time As a consultant how do you stay involved for long haul? Internally, how do you have the patience and maintain the enthusiasm over time? Being able to design a service and and then follow through with the implementation. Tanker change directions Time
27. Are we ready for this?Are we ready to tackle the bigger picture? Are we established enough as a profession? Should we just focus on what weâre good at â IxD? Starters gun Wild goose Are we ready?
28. Are we capable of this?Are we qualified as UX/IxDs? Do our tools provides steps of how to implement a service? Not just steps 1-2-3, but steps 4-10? Are we capable?
29. Is it our responsibility?As user advocates are we responsible for following up on these issues? Is our role just to create the vision? Where does our responsibility end? Letting the birds leave the nest and fly? Are we responsible?
30. Do we deserve a seat at the big table?How do we get invited to the big table? Can we do more than just pointing out problems? Where does âDesign Thinkingâ fit in? Is it our ticket? Our ticket?
My journey upstream:Usability problems/pain points = more than page elementsFixing these problems required moving upstream in the project life-cycle when these decisions were made. Strategy level thinking, requires more than just IxD.This led to thinking about the overall service
To create a successful experience you have to consider the whole eco-system surrounding the product.
Innovate ways of thinking about service business models versus the traditional product ownership.
Is the experience the result of the service provided?Or the service the result of the individual experiences that make it up?Where do UX/IxDA fit in?
You can design a service which creates an experience.
Composer â Creating and writing the vision of what it should be Conductor â Co-coordinating the parts of the service and adding small flourishesDirector â Taking an script plus actors, and turning it in to a real storyVillage Crier - just responsible for representing users and pointing out the problems
Customer experience map:Breadth of info includedCustomer journey with layers of supporting information
Customer experience map:Journey with supporting mental models
Customer experience map:Journey told in a game like visual design
Customer experience map:Long and complicated docs
Service Blueprint:Layer cakesSwim lanesMapping levels of information
Service Blueprint:My own example6 A3 pages long
The challenges of Service Design
Bring the organisation together under the one visionCreating the visionDocumenting and sharing it
Changes to the business, not just the IxD and front end.Change management and consulting, not IxDOrchestrating the difference parts of the organisation? Symphony, not just a cacophony Designing for the implementation of a service?How does an UX/IxD get to play in the area of change management?
Long-term and ongoing activity.Changes take timeAs a consultant how do you stay involved for long haul?Internally, how do you have the patience and maintain the enthusiasm over time?Being able to design a service and and then follow through with the implementation.
Are we ready to tackle the bigger picture?Are we established enough as a profession?Is it leading us down the wrong path?Should we just focus on what weâre good at â IxD?
Are we qualified as UX/IxDs?Do we have the tools? Both visioning and implementation?Not just steps 1-2-3, but steps 4-10?
As user advocates are we responsible for following up on these issues?Is our role just to create the vision?Where does our responsibility end?
Do we deserve a seat at the big table?How do we get invite?Can we do more than just pointing out problems?Where does âDesign Thinkingâ fit in? Is it our ticket?
