Service Design Introduction for Rainmakers

service design & user researchan introduction

service design & user research: an introduction

helloquick convo: what do you understand as ‘service design’?

designers’ version of service design: process, principles, techniques (20 mins)

HS2 examples & GDS principles (20 mins)

what parts of service design do you do/support? (15-20 mins)

Rainmaker principles workshop (20-30 mins)

what is service design?

what is service design?a definition

This is Service Design Thinking, 2012

when you have two coffee shops right next to each other, and each sells the exact same coffee at the exact same price, service design is what makes you walk into one and not the other.

- 31 volts service design, 2008

service designprocess


Design Council, 2005,designcouncil.org.uk


shift surrey innovation process

discoverdiscover user needs.clearly define the problem.

designideate. decide an idea/solution to take forward. visualise and prototype.

developtest prototype and learn.

decidedecide whether to implement solution. communicate decision.

deliverallocate resources.implement, measure success, and learn.

Shift, 2014, shiftsurrey.org

research ideas prototype & test

implement

repeat to develop


develop service according to changing circumstances

research ideas prototype & test assess,

communicate& decide

implement

repeat to develop


co-design, divergent thinking user testing

define brief(s)


if digital: user stories

blueprints,ideal customer journey

touchpoints, ideal scenario storyboarding

guidance & upskilling for service

providers, launch digital service

potential outputs: personas, customer journey mapping,

storyboarding

example techniques: visual interview

techniques, Day In The Life, cultural probes, surveys, quantative

analysis

service designvalue of approach compared to traditional methods

http://upload.wikimedia.org/wikipedia/commons/2/21/Inaugu-ral_meeting_city_council,_Toronto,_9th_January_1911.jpg

service designvalue of approach compared to traditional methods

http://upload.wikimedia.org/wikipedia/commons/2/21/Inaugu-ral_meeting_city_council,_Toronto,_9th_January_1911.jpg


communicate& decide

implement

repeat to develop




idea



analysis

service designprinciples

user centred

co-designed

sequenced

holistic

iterative ideas, prototyping & testing


user centredmake it work for the user - not just the client


co-designed• participatory with all stakeholders• users are experts of their own problems• clients know the issues well• (but don’t have the environment/culture/

techniques/skills to make the necessary changes)


sequenced• designed in sequence like a comic strip• each interaction in a service is an opportunity

for change


holistic• look at the entire environment of the service • adaptive to context - bespoke services,

sensitive to nuances of the audience


iterative ideas, prototyping & testing• divergent thinking: ideate widely to hit on

innovative concepts... then prototype the best ones

• think big, start small: quick & dirty proof of concept (means you can test several ideas for the same budget as a big pilot)

• take a range of small risks and expect failure rate in order to find something that really works

• try out something then develop as you go: continuous testing

• changing world --> service is never ‘finished’


service designtechniques


- design thinking*- design research- personas- co-design- customer journey mapping- communication with non-designers

*intuitive process, principles at heart

Pride&Produce, 2014


- design thinking- design research- personas- co-design- customer journey mapping- communication with non-designers


PERSONAS OVERVIEW

WHEN THE NATURE OF YOUR ROLE CHANGES, THE PERSONA TYPE YOU FIT INTO CHANGESPeople may move into different persona types as their job changes. For example, Public Champions are only public facing some of the time, at certain points of project cycles.

OUTLIERSThere are outliers - not everyone fits neatly. We believe to have a lack of relevant information about the individuals that don’t fit: we may be able to fit them with more information.

SPREAD OF PERSONAS IN DIRECTORATESMembers of each of the personas can be found across all directorates. Public Champions may be found especially in the Hybrid Bill team and Corporate Affairs, and Mobile Conductors were found especially in Construction and the Phase Two team.

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Defining persona traits*StrategicDo-erManages suppliersInteraction with external contactsInteraction with public

Works in multiple locationsWorks on the moveWorks across HS2 sitesRegularly works off HS2 sitesSpecialist software use

*Not everyone fits perfectly into a persona - the scales may not be reflective of you in every single aspect.

What HS2 staff

need from

technology

depends on the

nature of their

work. Here are

the six types of

workers there

are in HS2.

INFO

RMAT

ION

PR

OC

ESS

ORS







- design thinking- design research- personas- co-design- customer journey mapping- communication with non-designers*

*makes service design a bit different from other design disciplines. Coming from a different background forces clients to simplify language to enable designers to work with them. Creating shared language = antidote to getting lost in jargon

HS2 user research projectcase study

HS2 user research projectproject wall

The importance of talking directly to the usersNo substitute for talking to actual usersUsers in their natural environment

Assumptions of user needs can quickly become ‘facts’

Understanding what they are trying to do

The difference between user needs and user wantsuser need = end goal that the user is trying to achieveuser want = their preference for how they would like to achieve it

Functional and emotional needs

HS2 user research projectthe value of user needs

“If you don’t know what the user needs are, you won’t build the right thing. Do research, analyse data, talk to users. Don’t make assumptions.”

HS2 user research projectthe challenge

HS2 user research projectresearch techniques

HS2 user research projectdeveloping tools

HS2 user research projectengagement figures

HS2 user research projectdeveloping personas

PERSONAS OVERVIEW

WHEN THE NATURE OF YOUR ROLE CHANGES, THE PERSONA TYPE YOU FIT INTO CHANGESPeople may move into different persona types as their job changes. For example, Public Champions are only public facing some of the time, at certain points of project cycles.

OUTLIERSThere are outliers - not everyone fits neatly. We believe to have a lack of relevant information about the individuals that don’t fit: we may be able to fit them with more information.

SPREAD OF PERSONAS IN DIRECTORATESMembers of each of the personas can be found across all directorates. Public Champions may be found especially in the Hybrid Bill team and Corporate Affairs, and Mobile Conductors were found especially in Construction and the Phase Two team.

REM

OTE

C

ON

TRO

LLER

S

ENA

BLER

SA

MBA

SS

AD

ORS

MO

BILE

C

ON

DU

CTO

RS

PUBL

IC C

HA

MPI

ON

S

Defining persona traits*StrategicDo-erManages suppliersInteraction with external contactsInteraction with public

Works in multiple locationsWorks on the moveWorks across HS2 sitesRegularly works off HS2 sitesSpecialist software use

*Not everyone fits perfectly into a persona - the scales may not be reflective of you in every single aspect.

What HS2 staff

need from

technology

depends on the

nature of their

work. Here are

the six types of

workers there

are in HS2.

INFO

RMAT

ION

PR

OC

ESS

ORS

HS2 user research projectHS2 user persona overview

HS2 user research projectoverarching insights and user research toolkit


implement

repeat to develop

service designprocess at HS2


HS2 user research project


implement

repeat to develop

service designprocess at HS2


guerilla interviews,stakeholder mapping,

understanding the org through existing

materials

further defining the challenge

understanding the high level user needs

& pain points,thematic analysis

outputs to be iterated and updated as the org evolves and further user

research takes place

developing tools to find out more on the

key themes, continously refining tools throughout

the project, cultural probes, survey

user personas used as basis for strategic

decision making, projects formed to resolve overarching

insights, user research toolkit used to inform techniques (with room to be built on by future

user researchers)

where do you fit in?*process*what parts of the service design process do you do/support?




communicate& decide

implement

repeat to develop

where do you fit in? example: developers service design process


define brief(s)



storyboarding






prototype digital service e.g. minimum viable product app

communicate with designer to assess viablility of wireframesresearch competitors

collect data to understand

how service is b

eing

used and how it can be

improved



analysis




communicate& decide

implement

repeat to develop

where do you fit in? example: user researchers service design process


define brief(s)





analysis



test how people

are using the service once

it’s launched


storyboarding

user researchers differ in qualitative vs quantative expertise & in visual skills

where does your current work fit into, or support, this process?

plot on the diagram:activities you do in your current projectactivities you’ve done in other projects (perhaps with a different colour pen)skills and techniques you use

you can...mark your favourite bit to work on with a heartmark the bits you’re particularly amazing at with a star

where do you fit in? service design process

what are the rainmakerprinciples?

service design principles:• user centred• co-designed• sequenced• holistic• iterative ideas, prototyping & testing