User experience design, service design & design thinking : A common story ?

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  • #iak10 UX design, service design & design thinking A common story ? Sylvain Cottong, founding partner Economist by education, design thinker by practice @sly sylvain@integratedplace.com www.integratedplace.com
  • The world Abundancy in developed countries vs. poverty in developing or underdeveloped countries Rising inequality & poverty in developed countries (social problems, vanishing social cohesion) Over population in developing countries vs. shrinking population in developed countries Environmental threats & global warming Mass migration Health sector problems Technolgical (r)evolution & rising complexity (exponential evolution since 1800 , so increasingly speeding upanalogy with Moores law)
  • The world Emergence of the Internet: Thousands of new possibilities for services & experiences; mass-customization of products & services Emancipation of the user voice (power of social media) & rising expectations for transparency, efficiency, quality & great experiences also for non-digital products & services. Mass-cocreation. Globalization (already before the Internet but much more since)
  • The world ..and recently: the financial crisis followed by the economic crises and now by the Euro & public debt crises.
  • What does that mean ? All things combined, it looks like we are in the middle of a global cultural crisis, a crisis of values & behaviour We face pressing ecomnomic, social, technological, environmental & cultural challenges Everything is constantly changing, uncertainty & change are the most stable factors today. (Open) innovation & constantly adapting to new constraints becomes a critical factor for survival for companies, organizations, states & governments, the world as a whole...
  • What does that mean ? But life & business must go on, design thinking can thus be seen as a management paradigm, made up of a state of mind and a set of methodologies that tries to adress this new reality We move away from the purely analytical, efficiency driven, always more & reckless way of doing to a more human centered, intuitive, transparent, responsible & sustainable way of doing business, politics, leisure...etc Management paradigms & theories were always changing in human history, and are a result of the ruling culture to which they adapt.
  • Experience design Today, it is actually the whole experience provided by and associated with a product, website, service, policy...etc (and the corresponding brand) that is rated by customers and that drives their purchase and/or voting behaviour. Experiences must be effective, efficient, valuable & feasable from a producers point of vue and useful, usable, desirable, credible, enjoyable (and findable; hello IAs ;-) ) from the customers point of vue. Where desirable & credible also determines the cultural acceptance of an experience Design thinking & related experience design methods help to develop great experiences that are culturally accepted & desired and economcially viable
  • Design thinking process Non-linear process Understand & define Think visually, Tell stories, Use role-plays Observe & research Experiment, improvise, be intuitive, take risks, fail a lot and early Ideate & Cocreate Create multidisciplinary expert teams Trust & optimism Choose Empathy Prototype and test Take a different view on things, think what might be instead of only trying to improve things within existing Implement & learn frameworks
  • Service design & UX design IA & UX for the Web, as our community understands it, considers the experience provided by one channel, the Web and its digital, mostly screen interface. Service design considers the experience provided by all the touchpoints together. Multi-channel experience design: face-to-face, physical environments, traditional communication & sales channels, call-centers...etc and the Web in all its forms (mobile, computer...etc) They are both interaction designs
  • Service design & UX design Most Websites are services, so they can also be considered by the Service Design point of vue and associated tools & methods. Almost everybody today is a service provider. Services stand for nearly 70% of our GDPs. Service ecologies have become much more complex since the Internet as a lot more things are possible. But at the same time it has become much more difficult & challenging to design the services and experiences that people really need, want & use.
  • Service design & UX design Some more expansive definitions of UX design: User experience encompasses all aspects of the end-user's interaction with the company, its services, and its products. - Nielsen Norman Group The design of anything, independent of medium or across media, with human experience as an explicit outcome and human engagement as an explicit goal. - Jesse James Garrett I'm interested in "experience design" because it's the most imperialistic of all design disciplines to date. I mean, 'design' can be about pretty much anything, but 'experience' design -- come on, what ISN'T an experience? - Bruce Sterling
  • Service design & UX design UX for the Web and Service design (or experience design as a broader definition for a service) both follow the design thinking process. They actually share in common the design research & ideation tools and methods: Interviews, Personas, Ethnographic studies, Mental models, Empathy maps, context mapping & other generative techniques....etc But they have their own media specific prototyping & modelling tools UX for the Web: wireframes, flowcharts, content inventories, card sorting, navigation schemes, tagging systems....etc Service design: Customer journey maps, service blueprints, role plays, storyboards Even these media specific modelling tools tend to get more and more merged & shared between the 2 disciplines User experience design is experience design as much as Service Design is.
  • Customer journey map http://www.flickr.com/photos/whatidiscover/217822551/
  • Customer journey map
  • Service blueprint http://www.flickr.com/photos/brandonschauer/3363169836/
  • Service prototyping http://www.servicedesigntools.org/sites/default/files/res_images/STORYBOARD_03_0.jpg
  • Service prototyping http://paulthurston.co.uk
  • A point on design research http://www.maketools.com/pdfs/Contextmapping_SleeswijkVisseretal_05.pdf
  • Ubiquitious Service Design In a recent, seminal article by Peter Morville on Ubiquitious Service Design, facing the emerging mobile Internet, augmented reality & Internet of things world he states: It's an era in which information blurs the boundaries, enabling multi-channel, cross-platform, trans-media, physico- digital user experiences. To succeed, we'll need teams that are multi-disciplinary and individuals who can help us think visually. http://semanticstudios.com/publications/semantics/000633.php
  • Design as a business strategy Design for service & innovation is a very practical approach to implementing a wider, design-led business strategy. Design can be used as a creative and accessible form of business planning to align strategy, brand, communications & physical environments around propositions that enhance customers experiences. Roger Martin: The most successful businesses in the years to come will balance analytical mastery and intuitive originality in a dynamic interplay that I call design thinkin