Framework of service experience: Could it work?

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Just as the medical profession knows what needs to be true in and around a person to have a healthy body, what if businesses and designers had a way of thinking about what makes up a ‘healthy’ service experience? I will explore the beginnings of such a model. Ten minute talk at UX Australia 2013. Janna DeVylder is Principal and Co-Founder of Meld Studios. She has over 15 years experience as a researcher and designer in the US and Australia. Her work has focused on humanizing products and services, in leadership roles defining the strategy and positioning of products to the most detailed of interactions.

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Presented at UX Australia in August, 2011. To design the most appropriate products or services, designers need to understand the contexts in which the product or service will sit. With product and service design, there are levels of context to consider, creating an important framework for our research, design and implementation processes. The 1977 Powers of Ten documentary by Charles and Ray Eames inspires and illustrates levels of context well, showing a frame of focus and then zooming out by a power of ten to show that the initial frame is sitting within an even larger context, with new variables to consider at each level. Applying this zoom construct to design, each level focuses us in on different factors, and this focus impacts the type of research, design and implementation approach we need to take. For example, imagine you are asked to design a mobile application. The levels of context for consideration could be: Screen elements (ie. space constraint; screen real estate; legibility; colour) Entire application within a phone (ie. purpose of app within world of other mobile apps; phone form factor; operating system; updates; support teams) Phone within a hand (ie. computing versus talking; haptics; keyed entry versus touch) Person with phone on a bus using the application (ie. screen glare; one-handed entry and use; privacy; situations of use) Janna will demonstrate practical ways for designers to consider these levels of context from the beginning of a project and how to integrate this thinking into every facet of the project. By zooming in to different levels of context we can appropriately understand the people, organisations, settings and situations surrounding the products or services we’re designing. Understanding these levels will impact project focus, research scope, clarify design dependencies, and illustrate what is and isn’t in our control as designers.

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It might not be a stampede quite yet, but more and more customers want to be able to pay for their purchases by smartphone. More than that, they want to have access to a complete customer experience anytime, anywhere – right from their mobile device. Smart retailers and service providers know an opportunity exists to build something unique in the world of ‘retail by mobile.’ Putting customers’ needs first, staying up-to-date on technological capabilities and forging partnerships to deliver solutions is key to staying ahead of the crowd. Read more about it in Mobile technology: The ‘anytime, anywhere’ enabler of customer loyalty.

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This was presented at Service Design 2011 on 3 May, 2011 in Sydney, Australia. The description: Service design cannot be practiced to its fullest extent without the capability of capturing and expressing what a service is. In addition to capturing the core processes and logistics of service delivery, such as touchpoints, roles, contexts and purposes, we also need to capture the inherent qualities of the service experience, from both a customer and business perspective. Drawing on their work with some of Australia’s largest organisations and smallest start-up businesses, Janna DeVylder and Iain Barker of Meld Studios will share practical insights applicable to anyone wanting to use service mapping within their practice. They will look at service mapping as both a process and as an outcome. First they will define what a service map is, what elements are required to create it, and an overview of how you can express a service visually. They will also discuss how the map can be used dependent upon where in the project process you are, from mapping current-state and identifying opportunity areas, expressing future state, or articulating the service roadmap of getting from today to the future. Based in Sydney, Meld Studios are strategic designers with business brains. They help organisations to see new ways of thinking, explore opportunities and turn ideas into tangible realities.

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