Mind the gaps—designing multichannel service experiences for real people

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Mind the gaps Designing multichannel service

experiences for real peopleAndy Polaine

@apolaine

Image source: Smithsonian's Cooper-Hewitt, National Design Museum

Start with the people

"The thing that was really important was what was happening between me and the software on the screen.

Bill Moggridge on the GRiD Compass ComputerImage source: Smithsonian's Cooper-Hewitt, National Design Museum

Great screen UX design doesnt help much if its always dierent

Especially when this happens

Or this - home-brew UX

Image Source: Rick Dolishny on Flickr

Services are not products

SERVICES ARE MULTICHANNEL a TIME-BASED

ThirdParty

Mobile

People

Products

Marketing

Other Services

Print

Web

Services are ecosystems - every part aects the whole

People A transitions are crucial to the experience

Image source: Information Architects

There is no shortage of channels

Mind the gaps

Service gaps Lavrans flying to New York with his family

Website-Call Center Gap

Website-System Error Gap

Website-Call Center Gap

Husband-Wife Expectation Gap

Call Center Sta-Check-In Sta Gap

Boarding Sta-Computer System Gap

The human service element finally wins

Cracks can accumulate to form an experience crevasseImage source: http://www.summitpost.org/je-jumping-crevasse-dc-route-july-8-2006/207527

Nice touchpoint, shame about the rest of the experience

CRAFT A HUMAN EXPERIENCE ACROSS CHANNELS, NOT A USER EXPERIENCE

Everything is a microinteraction

Some touchpoints are thought through and branded

Some touchpoints just happen

If you dont design it, somebody else willImage source: http://www.flickr.com/photos/atoach/

If you dont provide communication channels, somebody else will

Image Sources: Andy Polaine. London/RoW: Stefan Kellner

How do the individual experiences join up to make a whole?

Frustrations are as much about inaction as action

UNDERSTANDING PEOPLE, RELATIONSHIPS a UNDERLYING MOTIVATIONS

People are not trying to be a professional Amazon.com user

Find the underlying motivation and human experienceImage source: Flickr user Jon Large

Interaction with backstage people, services & systemsImage source: http://www.materialiste.com/culture/inside-amazon

Third party services aect the experience too

SOME GUIDING PRINCIPLES

Design for needs, not wants

Understand trust its delicate, but potent

Avoid demographic personas. Go for behaviours/actions instead.

Jane, 32, lawyer. Loves her BMW, reads the Financial Times, lives in Notting Hill, London. Has a boyfriend, but no children yet and wants to get ahead in her career first.. Likes the good things in life, needs information fast, is constantly connected on her iPhone and iPad. Watches Homeland in the evening with a bottle of Australian Cabernet Sauvignon.

Fake photo. I made this up.

Design with people versus for peopleImage source: live|work

Be personal, human and authentic

Understand and stay on the customers preferred channel

Align service delivery with customer expectations (and dont falsely raise them)

Look for unintended (non-)design. What is a flat land toda?

Fails are the great lost touchpoint opportunity. Design them!

Say sorry - apologies matter to people

Image source: michael_davies on Flickr

Actions speak louder than words

because small acts make a dierence

Image source: www.damnyouautocrrect.comImage source: CC Licence by Joshua Smith on Flickr

Define the tone of voice with the details

Look for opportunities to demonstrate empathy

A BIT MORE

It shows that you are human too, not just a corporation

Take care designing your touchpoints

But be aware of the context in which they will be experienced

Iterate prototypes and test the service touchpoints in real life with real peopleImage source: live|work

Run pilot projects to bridge design, experience & business caseImage source: live|work

Remember peoples lives exist in a broader context, not just on screensImage source: http://consumeconsume.com/post/13272453418

Life is messy and technology doesnt always helpImage source: www.damnyouautocrrect.com

MUCHAS GRACIAS!

[email protected] @apolaine www.polaine.com

2 I co-wrote this!

Use POLAINE for 20% o here: http://www.rosenfeldmedia.com/

S E R V I C E D E S I G N From Insight to Implementation

b y A N DY P OL A IN E , L AV R A N S L V LIE ,

a n d BE N R E A S ON fo r e w o r d b y J o h n Tha c k a ra

Service Design is an eminently practical guide to designing services that

work for people. It offers powerful insights, methods, and case studies to

help you design, implement, and measure multichannel service experi-

ences with greater impact for customers, businesses, and society.

For anyone making the journey into the world of service design, this book, informed by its authors hard-won knowledge and field experience, should be your first stop.

JESSE JAMES GARRETTAuthor of The Elements of User Experience

A great introduction to service design by people who shaped this approach from its early years on.

MARC STICKDORNEditor and Co-Author of This Is Service Design Thinking

An easy-to-read introduction to service design, with great examples from one of the worlds leading service design agencies. A must read for anyone who wants to become familiar with service design in theory, methods, and practice!

PROF. BIRGIT MAGERPresident, Service Design Network gGmbH

Theres no better way to learn about service design than from those who have built it from the ground up.

MARK HUNTER Chief Design Officer, Design Council (UK)

Cover Illustration by Lotta Nieminen

www.rosenfeldmedia.com

MORE ON SERVICE DESIGNwww.rosenfeldmedia.com/books/ser vice-design/

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Mind the gaps Designing multichannel service experiences for real peopleAndy Polaine