This document discusses expanding user experience thinking beyond direct customers to include upstream and downstream stakeholders. It introduces concepts like upstream thinking, downstream experience, and 4-circle analysis to help designers consider a wider network of constituents. The document provides examples of how point of sale equipment and education materials companies think about bookkeepers, cashiers, purchasers, curriculum developers, teachers, students, and parents. It also gives tips for applying these concepts, like using service design thinking to diagnose real problems, identifying all impacted customer groups and their needs at different stages, and designing experiences that delight the entire supply chain.

1. Expanding to Upstream
and Downstream
Thinking
Jay Brewer, Saurabh Dutta
#uxcitymcr Jay Brewer @jaybrewer Saurabh Dutta @saurabhdutta
2019

2. #uxcitymcr Jay Brewer @jaybrewer Saurabh Dutta @saurabhdutta

3. How can we apply this
to the design of great
experiences?
3#uxcitymcr Jay Brewer @jaybrewer Saurabh Dutta @saurabhdutta

4. 4#uxcitymcr Jay Brewer @jaybrewer Saurabh Dutta @saurabhdutta

5. 5

6. 6

7. 7
Upstream Thinking

8. 8
Downstream Experience

9. 9
The Jet Engine
Engineer as
Experience
Designer

10. It’s not good enough to delight your
direct customers. You have to
delight all the customers and
employees down the supply chain.
10
“

11. 11

12. 12
Beneficiaries

13. 13
Companies that make point
of sale equipment are
thinking about the
bookkeepers, retail cashiers,
and purchasers

14. 14
Designers of educational
materials are designing for
curriculum developers,
teachers, students, and the
students’ parents.

15. User Experience Role
15
Expanding Thinking Beyond

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20. B2B Free Trial Considerations
20
Try/ Buy Migration Support
Upsell? CSM
renewal t&c
Standard EULA or
have Legal
conditions in place
Standard Sales
price or have bulk
discount applied?
Requires
Deployment
Services?
Qualified
Marketing lead
Integration with CRM,
ERP , Billing tools

21. Everyone knows
their part of the
elephant
How do we design a system that is too big to
see?

22. 22
• How do we enable user to try?
• How do we make sure of a
successful adoption?
• Is there a checklist, I can
follow?
Crossing the chasm

23. 4-Circle Analysis
It enables us to assess and articulate gaps and promotes upstream thinking in design process
CORE SERVICE
The core way an organization creates value
ENABLING SERVICES
Process, training, and resources enabling core
ENHANCING SERVICES
Process and partnership that extend delight
SERVICE RECOVERY
Process that seek to salvage and repair
Core
Enabling
Enhancing
Recovery

24. Example-Upstream Thinking for creating a
free trial funnel
CORE SERVICE
Create a free trial funnel for the product with CRM,
ERP and billing integration
ENABLING SERVICES
Offer deployment and training services, Analytics to
monitor adoption, pricing and packaging
ENHANCING SERVICES
CSM monitors Analytics for adoption and proactively
reach out to help as needed. Seamless process to
convert to paid user and activate subscription
SERVICE RECOVERY
Any migration help needed for them to move from
one product or vendor to other. Any billing concern...
Core
Enabling
Enhancing
Recovery

25. 25
Core Service

26. 26
Enabling Services

27. 27
Enhancing Service

28. 28
Service Recovery
Data Driven Culture Driven
Empowered

29. Workshop
29

30. 10 Minutes - Fill Out
Sheet
30
Upstream downstream work...

31. 5 Minutes - Share 1 or 2
31
Let’s see what you’re trying to solve

32. Key Takeaways
32
Service
Constituents
WHO
WHAT
(Outcomes)
WHEN (in
journey)
HOW (to
design/ help)
Core
Enabling
Enhancing
Recovery
Service Design Thinking Discovery Design
• Do not treat the symptom, diagnose the real problem by applying service design thinking into
your discovery and design process. Start with core problem and expand thinking to enabling,
enhancing and recovery service constituents.
• It’s not good enough to delight your direct customers. You have to delight all the customers and
employees down the supply chain. Identify who are they, what they need, when they need and
then think about how to design that experience.

33. For Reference
33
Service
Constituents
WHO
WHAT
(Outcomes)
WHEN (in
journey)
HOW (to design/
help)
Core
Enabling
Enhancing
Recovery
Service Design
Thinking
Discovery Design