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Shelley EvensonPrincipal User Experience DesignerMicrosoft FUSE Labs | eastshevenso@microsoft.com
FUSE Labs explores new social, real-time, and media-rich applications
Context Service design Social experience When service and social collide
Context Service design Social experience When service and social collide
people are changing
They have higher expectations
They are participating in more things in more ways than ever before
but there is increasingly too much information to cope with…
technology is changing…
Web-based services have had a huge impact
More will change as the world becomes filled with ubiquitous sensors with local embedded computation
business is changing…
The range of experiences a company offers contributes to the performance metrics and valuation of the company
views of design
design as decoration all other views of design [Blevis, 2001]
what is design?
Design is not a matter of façade…
Designing is a complex and intricate task.
It is the integration of technological, social and economic requirements, biological necessities, and the psychophysical effects of materials, shape, color, volume, and space Moholy-Nagy, 1938
who designs?
Everyone designs who devises courses of action aimed at changing existing situations into preferred ones
Herbert Simon—The Sciences of the Artificial
Marty Neumeier—The Designful Company
good design leads to great changes
Context Service design Social experience When service and social collide
MetroBOSStarbucksUnitedLASYellowMandalayYellowLASUnitedCLEUnitedBOSStarbucksMetro
service experiences are multifaceted and co-produced
5ps for service
People—all the people directly or indirectly involved in the service
Product—artifacts that facilitate interaction
Place—the settings for the service delivery—either physical or virtual, synchronous or asynchronous
Process—procedure, mechanisms, and flow over time
Performance—transformation and interaction to achieve synergy in value creation and perception of quality
(after Lovelock, Wright and Bitner)
In service, people interact with producers via “touchpoints” that foster experiences
In service, people interact with producers via “touchpoints” that foster experiences These touchpoint experiences form a larger arc or path: the customer journey
Detection
Primary
care vi
sit
Diagnosis
/first
visit
Pre-op visit
Post-op vi
sit
Surge
ry
Follo
w-up visit
Follo
w-up visit
my brain tumor journey
In service, people interact with producers via “touchpoints” that foster experiences These touchpoint experiences form a larger arc or path: the customer journey
The impression (the sum of the experiences)is the brand for both providers and people
Service provider
Who or what do you provide to deliver the service?
It can be a person to person, person to machine, or machine to machine interaction or all the above
m2mp2mp2p
Service project examples
Parking service
Simple service environment
Parking service
Parking garage
Parking service
1st touchpoint 2nd touchpoint 3rd touchpoint 4th, and so on…
Redesigned service
Library service
Ayça Akin | Katie Appleton | Jared Cole | Dave Passavant | Major Qian | Imran Sobh
Services for today’s young professional
Library service
Ayça Akin | Katie Appleton | Jared Cole | Dave Passavant | Major Qian | Imran Sobh
Services for today’s young professional
Library service
Service system components
Ayça Akin | Katie Appleton | Jared Cole | Dave Passavant | Major Qian | Imran Sobh
Healthcare services
Melissa Cliver | Jamin Hegeman | Kip Lee | Leanne Libert | Kara Tennant
Neurosurgery clinic at UPMC
Healthcare services
Proactive Care with the Mayo Clinic
Special thanks to Maggie Breslin from the Mayo ClinicKyungMin Kim | Wes Morrill | Justin Rheinfrank | Zhen Zeng
Healthcare services
Service system components
Special thanks to Maggie Breslin from the Mayo ClinicKyungMin Kim | Wes Morrill | Justin Rheinfrank | Zhen Zeng
service designing
Service designing addresses the functionality and form of the service medium.
The aim is to ensure that service interfaces are useful, usable, effective, efficient, desirable, and differentiated from the person and the provider’s point of view after Birgit Mager
service designing
Service designing is a meta design activity for intentionally integrating (not accidentally falling into) systems of interaction with people—via human systems, information systems, and physical systems—to create value and differentiate providers
after Hugh Dubberly
Context Service design Social experience When service and social collide
People building and connecting through communities, while sharing information and influence
Facebook page views per monthSource: Jess3
“Nielsen’s online data shows that about half of the U.S. population visited a social networking website in the last year and that number grows every quarter” Wils Corrigan, AVP, Research & Development, Nielsen Claritas
Twitter’s growth year over year Wils Corrigan, AVP, Research & Development, Nielsen Claritas
David Carr Why Twitter will endure New York TimesJanuary 1, 2010
Howard Rheingold Twitter Literacy
Jim Stogdill Skinner Box? There's an App for That O’Reilly Radar 4 January 2010
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Context Service design Social experience When service and social collide
the (inevitable?) extension of almost all services
“the guy next to me seems to be the leader of a cult involving Axe body spray”
“would you be more comfortable with a seat in the bulkhead?”
“@virginamericaperhaps we should
develop a screening process for Axe?”
“creepy and comforting all at once”
David CarrWhy Twitter will endure New York Times January 1, 2010
service experiences are multifaceted, co-produced and shared
MetrotweetieBOSFoursquareStarbucksUnitedtweetieLASFoursquareYellowMandalaytwitpicY
elpLittleSaigontweetdeckflickrtwittertwittertweetietweetdeckLASFoursquareUnitedBOS
Rest
aura
nt s
ervi
ces
Yelp monocle
Gov
ernm
ent
serv
ices
Gov
ernm
ent
serv
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Reta
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Recognizr
Hea
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Cambridge Consulting
Designers providing the affordances for conversation—pretty much everywhere Hugh Dubberly
coordinationcollaborationaugmented learning…
Shelley Evenson (shevenso@microsoft.com)@shelleyke
© 2010 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions,
it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
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