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We explain Experience Design in a few simple steps.
See http://hpr.is/dxd for information on the Hyper Island Digital Experience Design MA.
What's the difference between User Experience, Customer Experience and Service Design? And more importantly, why does it matter? Jani Modig, Hyper Island's Alumni and Senior Service Design Consultant at Deloitte Digital explains and introduces our new Digital Experience Design MA Programme.
We explain Experience Design in a few simple steps.
Senior Service Design Consultant at
Deloitte DigitalJani Modig – Twitter: @janimodig WHAt’S tHE DIfFerEnCe BeTweEN USeR EXpEriEnCe, CUsTomER EXpEriEncE anD SErVicE DEsiGn? EXPERIENCE DESIGN
?? ? TERMS ARE CONFUSING
There is often a debate between practitioners and studios on how to deﬁne different parts of experience design - User Experience (UX), Customer Experience (CX) and Service Design? Clients and design students repeatedly ﬁnd this confusing.
iN tHE FoLLoWINg SlIDeS yOU’lL
FINd oUT hOW I InTErPREt tHE DiFFeRENt PaRTs. HERE’S MY TWO CENTS During the past seven years, I’ve moved from creating User Experiences into designing end-to-end Services and Experiences. Through those years my perception of the discipline has evolved due daily practice, industry articles, books and posts. 1 Livework Studio, Adaptive Path, Snook, Meld Studios, Fjord, Forrester/Kerry Bodine, U1/Alysia Hill, Marc Stickdorn, Roger Martin etc. 1
USER EXPERIENCE User Experience (UX)
primarily focuses on the design and implementation of a single customer touchpoint. The aim is to make the touchpoint easier and more enjoyable to use. ToUChPoINt
NEEd: BOOk A HoTEl ROOm
Touchpoints often get conﬂated with channels (website, in-store etc.), although touchpoint is only a single point of interaction. In the touchpoint, an organisation seeks to fulﬁl customer’s needs with products or services. TOUCHPOINT ≠ CHANNEL
ToUChPoINt: HoTEl BoOKinG CHANGING BEHAVIOURS
A well designed touchpoint allow customers to fulﬁl their needs and complete desired tasks with ease and joy in a speciﬁc time and space. Some experiences can even change behaviours, like an online hotel booking. THIs aPP iS GrEAt! I dON’T HAVe tO ViSIt A TrAVeL AgENt AnYMorE.
COMPETENCES OF UX Content Strategy:
Planning for the creation, delivery and governance of usable content. Visual Design: Designing the interface’s visual qualities in an aesthetically pleasing way. Front-End Developer: Responsible for creating a functional implementation of a product's interface. User Research and Analytics: Understanding users through observations and data. Information Architecture: Organising information in a product or website in a usable way. Interaction Design: Designing interactive behaviours that allow users to complete their goals and tasks. aS WELl aS PrODucT MaNAgeRS, AgILe aND LEAn CoACheS.
CUSTOMER EXPERIENCE Customer Experience focuses
on the design and implementation of all touchpoints across the entire customer journey and channels. 3.ToUChPoINt: ChECk-iN 1.ToUChPoINt: ExPLorE 5.ToUChPoINt: ChECk-oUT 2.ToUChPoINt: BOOk A ROOm 4.ToUChPoINt: EnTEr ROOm WITh A MoBIlE kEY HoTEl ReCEpTIOn WEbSitE MoBIlE aPP ChANneLS:
OMNI-CHANNEL As customers don’t see
the difference between channels and touchpoints, they tend to jump from one touchpoint to another and expect the seamless experience everywhere. Thus, it is important to understand how customer interacts in different touchpoints; what is done in each touchpoint and when. Omni-channel experiences allow customers to communicate through their preferred medium. Omni-Channel has evolved from multi-channel and means that the customer experience is seamless through all channels. 2 2
CONSISTENCY IS KEY Customer Experience
aims to deliver good experiences consistently on every channel that are aligned with with the brand perception. Single ‘WOW’ moments and misleading communication or advertising can be destructive if they set the bar too high for further interactions. ToUChPoINt: HoTEl ChECk oUT AaRGgH! BUT tHE ConCiErgE SAId THAt ThERe wON’T bE aNY AdDItIoNAl ChARgeS!!!
Like Customer Experience, Service Design
is a holistic approach to improve existing and to innovate new service experiences. This multidisciplinary approach combines customer experience, operational model design and design thinking methodologies and tools. It considers the end to end service journey across all channels and touch points not only from a customer, but also from organisational perspective. LOOKING THROUGH TWO LENSES CuSTomER OrGAnIsATioN
BACKSTAGE PASS This perspective enables
organisations to enhance their strategies, business models and operations breaking through silos. It aims to improve behind-the-scenes activities and processes that enable organisations to deliver great services and experiences.
HOTEL VISIT EXAMPLE CuSTomER AcTIonS
EmPLoyEE AcTIonS/fRonTStAGe SuPPorT PrOCeSSEs/BaCKsTAGe LINe oF ViSIbIlITy LINe oF InTErAcTIoN MaRKeTINg PLAns PrOMotE HoTEl ClEAn aND SeTUp ROOm WeLComE CuSTomER CuSTomER FeEDbaCK aND BiLLinG SySTemS SeCUriTY aND AcCEsS SySTemS aND PrOToCOLs ReSErVaTIoN SySTemS TrANsPoRTaTIOn AlLIaNCEs aSK BoOKinG aND CrEDiT CARd DeTAilS StAFf AlLOcAtIOn BoOKinG SySTemS aSK WhETheR CuSTomER EnJOyeD tHE STAy SENd oR PrINt InVOicE ArRIvE tO DeSTiNaTIoN BOOk A HoTEl ROOm ChECk oUTChECk iN EnTEr ROOm PuRChaSE oN DeMAnD MoVIe oN DeMAnD tV SySTeM
Service Design connects various ﬁelds
of research, strategy and design, and sometimes even engineering, architecture or human resources etc. WHO ARE SERVICE DESIGNERS? = MuLTiDiSCiPlINarY TeAMs
COMPETENCES OF SERVICE DESIGN Strategic
Management: Responsible for dealing with the decisions how organisations can improve and differentiate their service and product offerings, and business models. Product and Industrial Design: Through rapid prototyping designers can create artefacts and concepts cheaply and quickly which improves later phases of product development. + Industry experts: As a multidisciplinary approach, service design beneﬁts from project speciﬁc industry experts, who bring knowledge and experience from their respective industries. Ethnography and Research: Understanding the users and their needs through observations, contextual inquiries and other research methods. Visual and Information Design: Designing the visual elements that support customers emotionally, and makes complex and abstract content accessible in a simpler way. Operations Management: Improving processes through which an organisation’s products and services are delivered. SOMe oF tHE
ArRIvE tO DeSTiNaTIoN Focuses
on orchestrating all touchpoints through all channels. BOOk A HoTEl ROOm ChECk oUT 2/4 CUSTOMER EXPERIENCE CuSTomER AcTIonS EmPLoyEE AcTIonS/fRonTStAGe LINe oF InTErAcTIoN PrOMotE HoTEl ClEAn aND SeTUp ROOm ChECk iN WeLComE CuSTomER EnTEr ROOm aSK WhETheR CuSTomER EnJOyeD tHE STAy PuRChaSE oN DeMAnD MoVIe aSK BoOKinG aND CrEDiT CARd DeTAilS SENd oR PrINt InVOicE
3/4 SERVICE DESIGN CuSTomER AcTIonS
EmPLoyEE AcTIonS/fRonTStAGe SuPPorT PrOCeSSEs/BaCKsTAGe LINe oF ViSIbIlITy LINe oF InTErAcTIoN PrOMotE HoTEl ClEAn aND SeTUp ROOm WeLComE CuSTomER aSK BoOKinG aND CrEDiT CARd DeTAilS Considers all channels and touchpoints, also from organisational perspective. aSK WhETheR CuSTomER EnJOyeD tHE STAy SENd oR PrINt InVOicE ArRIvE tO DeSTiNaTIoN BOOk A HoTEl ROOm ChECk oUT CuSTomER AcTIonS ChECk iN EnTEr ROOm PuRChaSE oN DeMAnD MoVIe MaRKeTINg PLAns CuSTomER FeEDbaCK aND BiLLinG SySTemS SeCUriTY aND AcCEsS SySTemS aND PrOToCOLs ReSErVaTIoN SySTemS TrANsPoRTaTIOn AlLIaNCEs StAFf AlLOcAtIOn BoOKinG SySTemS oN DeMAnD tV SySTeM
4/4 HUMAN CENTRED DESIGN All
three parts apply human-centred approach which focuses on the human experience and the quality of product or service encounter as the key value for success.
THANKS About me Jani
Modig is an Experience and Service Design specialist, working within Deloitte Digital’s Experience Design Practice in Melbourne. Before moving to Australia he ﬁnalised his Master Level Studies at Hyper Island in Manchester, UK. Hyper Island’s new MA in Experience Design Programme produces specialists with the skills and talent to design products and services at every touchpoint of a customer’s life cycle. Jani Modig – Twitter: @janimodig REAd MORe AbOUt tHE PrOGrAMMe: HttP://hPr.Is/cHanGe Senior Service Design Consultant at Deloitte Digital