User experience designUser experience design,
service design & design thinking
by Sylvain Cottong, www.integratedplace.comSA UX Forum, Faculty of Design, University of Johannesburg, August 18th, 2009http://groups.google.com/group/sa‐ux‐forum/browse_thread/thread/ba87ca0252c48a7d
User experience design (UX)User experience design (UX)
What is user experience design?p g
User Experience (abbreviated: UX) is the quality of experienceUser Experience (abbreviated: UX) is the quality of experience a person has when interacting with a specific design. This can range from a specific artifact, such as a cup, toy or website, up to larger integrated experiences such as a museum or anup to larger, integrated experiences such as a museum or an airport.
Source: http://www.uxnet.org/p // g/
It most commonly refers to the result of a planned integration of software design, business, and psychology concerns.
In the web world, user experience is sometimes conflated with usability, information architecture (IA), and user interface (UI) d i ll f hi h f idesign, all of which are components of it.
Source: http://en.wikipedia.org/wiki/User_experience_design
What is user experience design?p g
Jesse James Garret’s famous representation of UX for the Web:
What is user experience design?p g
Peter Morville’s honeycombs:
Information architecture:
‐ The combination of organisation, labeling, and navigation schemes within an information system.
‐ The structural design of an information space to facilitate task completion and intuitive access to content.
Sources: http://semanticstudios.com/publications/semantics/000010.phph // i di / bli i /http://semanticstudios.com/publications/semantics/000029.php
What is user experience design?p g
Peter Morville’s honeycombs:
What is user experience design?p g
UX design is a Human‐Centered Design process
An International StandardISO 13407: The Human‐centered design process defines a general process for including human‐centered activities throughout a development life‐cycle butincluding human‐centered activities throughout a development life‐cycle, but does not specify exact methods.
What is user experience design?p g
UX design is a Human‐Centered Design process
Specify the context of useIdentify the people who will use the product, what they will use it for and under what conditions they will use ituse it for, and under what conditions they will use it.Specify requirementsIdentify any business requirements or user goals that must be met for the product to be successfulmet for the product to be successful.Create design solutionsThis part of the process may be done in stages, building from a rough concept to a complete design.g p p gEvaluate designsThe most important part of this process is that evaluation ‐ideally through usability testing with actual users ‐ is as integral as quality testing is to good software development.
What is user experience design?p g
UX design is a Human‐Centered Design process
UX design processg p
Many similar ways of representing the UX design process.
UX design process
UX design process
UX design process
UX design process
UX design process
Typical UX tools & deliverables: Personasyp
Typical UX tools & deliverables: Mental models
Typical UX tools & deliverables: Wireframesyp
Typical UX tools & deliverables: Wireframes
Typical UX tools & deliverables: Concept mapyp p p
Typical UX tools & deliverables: Card sortingyp g
Typical UX tools & deliverables:Content Inventory
Typical UX tools & deliverables:User & task flow charts
Typical UX tools & deliverables: Sitemapyp p
Typical UX tools & deliverables: User testsyp
Typical UX tools & deliverables
There are many other UX tools & methods. You have to decide in the context of each project which ones to use.of each project which ones to use.
http://project.cmd.hro.nl/cmi/hci/toolkit/ http://nform.ca/tradingcards/
http://clearlyitworks.pbworks.com/UX+and+IA+Resources
Key benefits of UX?
Benefits to Businesses in Enterprise ApplicationsBenefits to Businesses in Enterprise Applications
Manages the risk the workers won't be able to use the application, or won't want to use it
Ensures that vital features are not left out
Reduces costly development of features that users don't want or don't need
Reduces training and support costs
Key benefits of UX?
Benefits to Businesses in Customer‐Facing Applications
Enables ease‐of‐use, resulting in higher conversion rates and , g ggreater cross‐selling and up‐selling opportunities
Reduces support & service costs, generates greater customer satisfaction & loyalty and improved perception of the brand
Improves customers' tolerance of business goals that conflict with h l ltheir personal goals
Reduced overall project costs and timescales
And thus generates increased revenues
Service design
What is Service design ?g
Today, services represent between 60% & 70 % of GDP of most industrialised nationsmost industrialised nations
Whereas design methods have always been applied to products, services have long been considered as a necessary p , g yextension to products without paying them the same attention than products themselves
Most products today are combined with services, thus it is the overall experience that counts and that is judged by customers
The emerging field of service design combines design methods from product design & interaction design for designing the experience of and the interface to services A lotdesigning the experience of and the interface to services. A lot of educated interaction designers work in service design.
What is Service design ?gService design is most developed in northern Europe (Scandinavia, The Netherlands and Great Britain and to a lesser extent in the US.))
Source: http://howardesign.com/exp/service/worldwide/
What is Service design ?g
Service design is about making what you do more useful, usable &desirable for your users, and more efficient, effective& valuable for you ‐ everyone loves a great experience.
Do you remember the UX design honeycomb ?
What is Service design ?g
Service design is a human‐centered approach that focuses on customer experience and the quality of service encountered as the key value for success.
Do you remember the human‐centered design process ?
Service design: Key conceptsg y p
Service touch points are the tangibles, for example: spaces, objects, people or interactions that make the total experience of using a service, i.e.:
Advertising
Web, mobile phone & PC interfaces
Physical environments (shops, reception areas, transport environments, hospitals, etc.)
Customer facing staff (Call centers, customer representatives, receptionists, etc.)
Communication & mailings, etc.
Service design: Key conceptsg y p
SystemsServices are provided and experienced through systems p p g yand relationships.
ValueDifferent services create and measure value in different ways, but most services try to provide the best value for both users and producers.
JourneysyAll services are experienced over time. People also take different journeys to, through, and from a service.
PeoplepServices always involve people and rely on both the user and the producer working together.
PropositionspServices are generally packaged as a ‘proposition’ for users to buy into.
Service design: Tools & Methodsg
Ethnography, user studies & personas
Identifying, discovering and understanding the service context and the users.
Service design: Tools & Methodsg
Customer journey map
Illustrates how the customer perceives and experiences the service interface along the time axis.
Service design: Tools & Methodsg
Service blueprinting
Allows for a quantitative description of critical service elementselements,
such as time, logical sequences of actions and processes,
also specifying both actions and events that happen in the time and place of the interaction (front stage)p ( g )
and actions and events that are out of the line of visibility for users but are fundamental for the delivery of thefor users, but are fundamental for the delivery of the service (backstage).
Service design: Tools & Methodsg
Ideation, context mapping & participatory design
Reveals users’ conscious and latent needs, experiences, hopes and expectations. Users p , p pparticipate in a workshop facilitated by a tutor.
Service design: Tools & Methodsg
Service prototyping: Scenarios, storytelling, storyboards, real ld i i l tiworld experience simulation
Service design: Tools & Methodsg
Service prototyping: Scenarios, storytelling, storyboards, real world i i l tiexperience simulation
T h i f i ki d th f i t thTechniques from movie‐making and the performing arts are thus very useful for service prototyping.
Service design: Key benefitsg y
Do you remember the key benefits from UX design?Do you remember the key benefits from UX design?
Enables ease‐of‐use, resulting in higher conversion rates and lli d lli i igreater cross‐selling and up‐selling opportunities
Reduces support costs, greater customer satisfaction & loyalty, and improved perception of the brand
Improves customers' tolerance of business goals thatImproves customers tolerance of business goals that conflict with their personal goals
Service design: Key benefitsg y
And more specifically:And more specifically:
Everyone, like it or not, is a service provider
The inclusion of good customer service is becoming a key differentiator for any type of organisation, be it product or
i b d I d i l t it i thservice‐based. In our new economy and social system it is the whole experience, before, during or after the actual selling that really counts.
Customers are willing to pay a premium for products and services that help make their lives easier, more enjoyable andservices that help make their lives easier, more enjoyable and exciting.
Service design: Key benefitsg y
And more specifically:And more specifically:
Innovating, redesigning and managing services represent a competitive advantage for modern businesses and public sectorcompetitive advantage for modern businesses and public sector organisations.
H l ti t ’ i i t ti f h i dHelps meeting customers’ rising expectations of choice and quality
Helps make use of the technologies’ revolution, that multiplies the possibilities for creating, delivering and consuming services
Helps answering the pressing environmental, social and economic challenges to sustainability
Service design: Case studyg y
Carnegie Library of Pittsburgh, a project by Maya design
A strategic design project :
interior redesigninterior redesign wayfindingweb siteand the library catalog
and thus is a service design project as it dealt with several touch points and the
j b i hcustomer journey, but with a strong focus on information architecture.
http://www.maya.com/portfolio/carnegie‐libraryMAYA Design, Inc. / SouthSide Works, Building 2, Suite 300 2730 Sidney Street / Pittsburgh, PA 15203 /+1 412‐488‐2900
Service design: More resources on the Webg
Abouthttp://www.designcouncil.org.uk/en/About‐Design/Design‐Disciplines/Service‐p g g g g pdesign‐by‐Bill‐Hollins/http://www.howardesign.com/exp/service/
Case studiesCase studieshttp://www.enginegroup.co.uk/projects/
Methods & toolshttp://www.enginegroup.co.uk/service_design/methods/http://servicedesign.wikispaces.com/http://www.servicedesigntools.org/http //www servicedesign org/http://www.servicedesign.org/
Professional organizationhttp://www.service‐design‐network.org/p // g g/
and many blogs…..
Design thinkingg g
What is the meta‐trend & concept behind such practices as d i & i d i ?UX design & service design?
Design thinking, a way for solving all kinds of problems using design tools & methodologiesusing design tools & methodologies.
Often also referred to as “design thinking in business”.
It’s about a methodology, but also about a mindset and about a changing paradigm in management theory, moving from the traditional top‐down and quantitative approach to p q ppa more bottom‐up, qualitative approach in innovation & transformation processes.
It’s a new design discipline that builds on traditional design skills to address social and economic issues.
Design thinking: CharacteristicsDesign thinking: Characteristics
Good design creates products services spaces interactions andGood design creates products, services, spaces, interactions and experiences that not only satisfy a function or solve a problem, but that are also desirable, aspirational, compelling and delightful.
These qualities can be used by organisations in both the public and private sector which are seeking to transform the way in which they connect to individuals. It’s a process that can be applied to almost any problem. p pp y p
Benefits:
placing the person – the ‘user’ – at the heart of a solution; a means for experts to collaborate equally on complex issues; a rapid, iterative process that can adapt to changing circumstances; d hi hl i h bl l i h l d i land a highly creative approach to problem‐solving that leads to practical
& innovative everyday solutions.
Design thinking: Characteristics
The main characteristic of creativity & design thinking is the ability of
Design thinking: Characteristics
The main characteristic of creativity & design thinking is the ability of divergent thinking, bringing different approaches together to find new solutions for complex and ill‐defined problems.
B‐school meets D‐school(Or left‐brainers meet right‐brainers).
Design schools create the tools of transformation and graduate the people to implement them.
Design thinking: Characteristics
Design Thinking is a focus on synthesis rather than analysis
Design thinking: Characteristics
Design Thinking is a focus on synthesis rather than analysis (“Multidisciplinarity” , “Get the big picture”)
Designers problem‐solve holistically not in a linear fashion While theDesigners problem solve holistically, not in a linear fashion. While the scientific method for problem solving uses problem‐focused strategies and analysis, designers use solution‐focused strategies and synthesis.
Good Design Thinking is the ability to see things not readily apparent to others (and that's where market differentiation can occur).
It's the ability to see the 'edges' of something, to find shape and form in a mass of stuff. It's the ability to see things differently – to see the implicit and make it explicit.
Design thinking: Characteristics
Design Thinking it is not a matter of saving money or "controlling" risks
Design thinking: Characteristics
Design Thinking it is not a matter of saving money or "controlling" risks. It is about survival and being truly honest with customers.
A design‐driven approach to creating something new favors a qualitativeA design driven approach to creating something new favors a qualitative approach over a data‐driven approach.
Rather than amassing mounds of data from customer and market gresearch, you go out and observe people to understand their lives and needs and how products could fit into them (Ethnography).
building empathy with customers.
Design thinking: Characteristics
Design Thinking helps transform existing conditions into preferred ones, thus
Design thinking: Characteristics
g g p g p ,improving the future.
There are no judgements in design thinking.
This eliminates the fear of failure and encourages maximum input and participation.
Wild ideas are welcome, since these often lead to the most creative solutions.
Everyone is a designer and design thinking is a way to apply designEveryone is a designer, and design thinking is a way to apply design methodologies to any of life's as well as public & business organisation'ssituations.
(‐> Service design, social design, process design, decision‐making design, business model design, product design, web design, etc.)
Design thinking: ProcessDesign thinking: ProcessEXPLORATORY MINDSET
i i i d " i id if ll h l i i h h iDecision mindset: "I am going to identify all the alternatives, weigh their consequences, and choose one.“
Design mindset: "Many of the alternatives are yet to be discovered, and the true g y y ,consequences of choosing any of them are difficult to be sure of; let's iteratively explore the possibilities together, discovering new ones and choosing as best we can at each step.“
DESIGN PROCESSDesign thinking is built on confidence in The Design Process:understand the context you are addressing ‐‐ the people, relevant activities and
environments ‐ the forces at work must necessarily shape any workable solutiontry to conceive something that might serve the situation you've started to
understandembody the potential solution in some form that lets you put it into the targetembody the potential solution in some form that lets you put it into the target
context and see how it worksthis takes you back to the "understand" step, and around you go again.
Design thinking: ProcessDesign thinking: Process
Design thinking norms
Process
Define Observe & Research
Ideate & Co‐create Choose Prototype
& testImplement& learn
Think visually – Tell stories
Characteristics of tools & methods
Design thinking: Think visually & tell storiesDesign thinking: Think visually & tell stories
Design thinkers: Skill setsDesign thinkers: Skill sets
EmpathyIntegrative thinkingO i iOptimismExperimentalismCollaboration
Source:http://www.ideo.com/images/uploads/news/pdfs/IDEO_HBR_Design_Thinking.pdf
It’s about how to use product, communication, interaction and spatial designers’ core skills to transform the ways in which the public interacts with systems, services, organisations and policies.
Design thinkers: Skill sets
E th
Design thinkers: Skill sets
EmpathyAbility to imagine the world from multiple perspectives – those of
colleagues, clients, end users and customers
“People first” approach: imagine solutions that are inherently desirable and meet explicit and latent needs.
Notice things instantly that others don’t see (Ethnography)
Design thinkers: Skill sets
I t ti thi ki
Design thinkers: Skill sets
Integrative thinkingNot only relying on analytical processes (that produce either/or choices)
But also seeing the salient and sometimes contradictory aspects of aBut also seeing the salient – and sometimes contradictory – aspects of a confounding problem and creating novel solutions that go beyond and dramatically improve on exiting alternatives.
OptimismNo matter how challenging the constraints of a given problem at leastNo matter how challenging the constraints of a given problem, at least
one potential solution is better then the existing ones.
Design thinkers: Skill sets
E i t li
Design thinkers: Skill sets
ExperimentalismSignificant innovations don’t come from incremental tweaks. Design
thinkers pose questions and explore constraints in creative ways that progress in entirely new directionsprogress in entirely new directions.
Collaborationincreasing complexity of products services and experiencesincreasing complexity of products, services, and experiences
replaced the myth of the lone creative genius with the reality of the enthusiastic multidisciplinary collaboratorenthusiastic multidisciplinary collaborator.
design thinkers don’t simply work alongside other disciplines; many of them have significant experience in more than one & are used to working g p gin multidisciplinary teams.
Design thinking: Skill sets
"T‐shaped” people
Design thinking: Skill sets
They have a principal skill that describes the vertical leg of the T ‐‐ they're mechanical engineers or industrial designers. But they are so empathetic that they can branch out into other skills, such as anthropology, and do them as well.
They are able to explore insights from many different perspectives and recognise patterns of behavior that point to a universal human needbehavior that point to a universal human need.
Tim Brown, CEO of design consultancy IDEO in http://www.fastcompany.com/magazine/95/design‐t t ht l? 0%2C0strategy.html?page=0%2C0
Design thinking: The design of businessDesign thinking: The design of businessRoger Martin, the dean of the Rotman school of management, another leading design thinker says that traditional firms must become more like a “design shop”:design thinker, says that traditional firms must become more like a design shop :
Source: http://www.rotman.utoronto.ca/rogermartin
Design thinking: SummarisingDesign thinking: Summarising
Design thinking is a new mindset & set of methods (inspired by traditional design theory) for solving today’s pressing economic, social & environmental problems, as opposed, but also as in addition to, the traditional analytical and quantitative methods.
It is a human‐centered approach built on empathy & ethnography that producesIt is a human‐centered approach, built on empathy & ethnography, that produces new, innovative and sometimes radical solutions in a multidisciplinary & participatory way.
These solutions are constantly prototyped, tested and implemented in an iterative process.
These solutions generate consistent bridge experiences that create new values forThese solutions generate consistent bridge experiences that create new values for the consumer & the provider.
UX design for the web & service design are practices that are perfectly in line withh d i hi ki & i d I ’ b l i l k di i lthe design thinking process & mindset. It’s about applying long known traditional design methods & processes in product design to more complex, abstract, interactive & intangible things.