Putting people first: UX through a service design lens

Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays
Putting people ﬁrst:  
UX through a service design lens
SAY HELLO
@wearesnook

How do you stop a dead badger
from showing up at the front desk 
of a Council?

The WHY informs
the WHAT

BUILD ME A BRIDGE.

WHY?
BUILD ME A BRIDGE.

BECAUSE I NEED TO GET OVER THE WATER.
WHY?
BUILD ME A BRIDGE.

WHY?
WHY?
BUILD ME A BRIDGE.

BECAUSE I NEED TO SEND
SOMEONE A MESSAGE.
WHY?
WHY?
BUILD ME A BRIDGE.

WHY?
WHY?
BUILD ME A BRIDGE.
BECAUSE I NEED TO SEND
SOMEONE A MESSAGE.

“If technology is the answer,
what is the question?”
–
CEDRIC PRICE

Why is it important that we
think service and not just digital
in user experience?

HullCoin
“Hi. We’re HullCoin. We know our users
very well and talk to them everyday. We
have a great idea to use tech to support
our community but how do we involve
them in the design process?”
HC

Copyright Creative Commons - “Bristol Pound” by alisterb on ﬂickr.com

FINDINGS
1. Be local and personal with content and language
2. Visual guidance is necessary
3. Streamlining the process

Glasgow City Council
“Hi. We’re Glasgow City Council.
We have redesigned our website.
Can you test it with our residents to
make sure it works for them?”
GCC

FINDINGS
1. Content and language should be appropriate and accessible
2. Supportive visuals should be included
3. Audience communication throughout service

Know your
people

Taking organisations 
back to the WHY

It’s all about motivations

ClientCustomer
DIGITAL

Glasgow City Council has over
10 million
individual pieces of contact with
citizens each year*
*Statistic from Glasgow City Council

“The website didn’t give me the simple  
information I needed.”
“If it was a special circumstance,
I’d want to phone to speak to somebody directly.”
“I don’t phone because of my accent,
I ﬁnd people can’t understand it.”

digital products
digital service
services with digital elements

Tech as an enabler

Helping organisations see
‘users’ as people

ClientCustomer

It’s not about moaning

How do we facilitate this?

Make them comfortable
Manage expectations
Thank them for their time
Give them food

Usability, not user testing

“I don’t want to break it…”

BACKGROUND
Sven graduated from Glasgow University 3
years ago with a BSc (Hons) in Geography.
Whilst he initially struggled to find a
direction after his studies, he eventually
landed a job with Visit Scotland. He is not
particularly enthralled with working there
but it pays the bills and sustains his current
lifestyle.
Since leaving university, Sven has
becomes increasingly health conscious;
he has reduced his alcohol intake and now
attends a climbing club on the weekends.
As part of this healthier lifestyle he is
becoming increasingly ‘green’; Sven now
cycles to work and has started recycling as
much of his waste as possible.
Persona A: SVEN
NAME: Svetoslav Dimitrov (Sven)
AGE: 25
LOCATION: North Kelvinside, G20
OCCUPATION: Junior position in Visit Scotland
NRS SCALE POSITION: C1
USE CASE SCENARIOS
As a keen cyclist,
I want to know that the council are taking
action on my feedback about potholes on
my cycle to work
so that I can have a better ride to work,
less tire punctures and don’t need to keep
contacting them for updates.
As a person trying to be greener,
I want to know where the nearest
recycling points are to me
so that I can make recycling part of my
home routine.

Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays 38
Engage, listen
and learn

Putting people and 
their needs ﬁrst

There’s a dead badger in your blue bin.
You want to use the website to
report it to the Council.
What do you do?

“I wouldn’t have guessed it’s
bins and recycling for dead animal uplift.”
I would’ve just used the search bar
and I’ll probably type ‘dead [badger]’ instead
of dead animal.”

Insights, not just numbers

“Can we print out participant and 
activity information?”
“I want volunteer to conﬁrm activity 
and I just press go”

Build iteration into  
the process of 
developing services

This is about
more than just click-throughs

“I’ve run a web design company for years
and I've never done this process. It has
been phenomenally useful!”
- HullCoin Team Member

User Research + Usability Testing
User Research Usability Testing
User Research + Usability Testing
HullCoin
Glasgow City Council

5 people to 
uncover 85% problems
https://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/

Test early and repeat it

Content and language  
are as important as  
digital experience

Design the
whole experience

Services are end-to-end

FRONT STAGE
BACK STAGE
Aware Join Use Grow Return

Actions not just functions

As an issuer
I need to be able to add
activities quickly
so I can work on other
aspects of my work
Use cases

Do it  
and do it again

What does this  
mean for UX?

So… remember the story of  
the dead badger?

The user experience 
is everyone’s business

1. Know your people
2. Engage, listen and learn
3. Design the whole experience
4. Do it and do it again

THANKS!

Putting people first: UX through a service design lens

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