Service design: the next-generation of experience design. Steve Kato-Spyrou UX Manager John Lewis

Transcription

1 Service design: the next-generation of experience design Steve Kato-Spyrou UX Manager John Lewis

2 What the talk is about Theory of service design Fitting service design into design thinking, lean and agile process A practical application of service design

3 Theory of service design

4 What is service design Service design applies human-centred design methods and craft to the definition and orchestration of products, communications, interactions, operations, culture and structure of an organisation. Jamin Hegeman, Head of Design at Capital One

5 What makes a service designer A/B and MVT testing Eyetracking Recommendations document Strategy Accessibility expert review Features map Service blueprint Summative user testing Accessibility user testing Focus group Affinity diagramming Guerilla testing Analytics Heuristic analysis Analysis reporting Information architecture Communicating Baseline usability testing Intercept surveys Brand requirements Key pages designs Shaping document.gov service designer Sketches Storyboards information Test cards (hypothesis) Tree testing Digital perspective design Trends and market research Card sorting KPIs project goals and requirements Evidence and context-based Click stream analysis Metrics Competitive audit Moderated remote testing Consumer journey map Moodboards Content audit Participatory design workshop Prototyping User scenarios Copywriting Pattern library User journeys Design Sprint (Google Sprint) Strategic thinking Personas/audience segmentation Desirability studies Process / approach Understanding Value proposition design Ecosystem map Prototypes (fast) surveys Prototypes (advanced) Ethnographic field study QA Service proposition Wireframes (Lo-Fi, concept designs) Experience Map Quantitative surveys Storyboards Wireframes & prototypes (Hi-Fi) True Spoiler intent study alert: Facilitating decisions and risks Usability lab testing (moderated) Leadership and guidance already do 90% of this User interviews constraints User focus A senior UXer can Use cases User stories Workshops Value card (business canvas)

6 Service blueprint Surface to Core End to End

7 What is the rough process of service design (the detail) Choose service Service design requires: Customer insight Understanding of the customer > Looking across an entire customer journey Customer journey Identifying all the problems > Problems Create hypotheses based off of those problems hypotheses Prioritising those solutions based off of a set of criteria (defined by the company) 3 Testing the hypothesised solutions Prioritised hypotheses 8

8 Fitting service design into design thinking, lean and agile process

9 Where service design fits Johnny Schneider Understanding, Design Thinking, Lean, and Agile

10 What design thinking looks like Johnny Schneider Understanding, Design Thinking, Lean, and Agile

11 Jane Austin (UX & design director at MOO) All the Things You Need When You Want Great Design

12 A practical application of service design

13 Gifting Gifting has never had a propositional owner in its totality It s never been thought of strategically We have lots of areas doing gifting

14 Shaping the problem space - 2 day workshop Vibe of the workshop Outputs Get all the gifting SMEs in the room, leader, manager, doer mix Vision statement High level customer journey map Looking across an entire customer journey 3 low level customer journey maps Identified all the problem statements 62 Hypothesis cards Create hypotheses based off of the journeys 25 problem spaces prioritised Prioritising those problem statements based off of a set of criteria

15 Understand the customer

16 Set the vision

17 Look across an entire service - high level

18 Look across an element of the service - low level

19 Create hypothesis and combine them into problem statements 62 hypothesis became 25 problem statements

20 Prioritise those problem statements

21 Key output from workshop Can t show you all the problem spaces I might as well use this space to say we validated these problem statements with customers

22 Then politics happened So I took my problem statements and went to another team The bosses of that team was in the 2 day gifting workshop That teams scope Sort out gifting Not not much change for me

23 Being gift ready / giftable 6 up sketching

24 Ideation of gift ready - 6 up sketching

25 Being gift ready / giftable 6 up sketching Survey & chat

26 We went to customers to find out our next move

27 Being gift ready / giftable 6 up sketching Survey & chat Price point

28 What price points do the customers want to see

29 Being gift ready / giftable 6 up sketching Survey & chat Price point Decision made X Rolling out to some stores then more I wanted to go into different stores with different price points to test in live. The product owner said no chance.

30 Any questions? When I look at my designers i think, you guys have got jobs for life Chief customer officer at a publisher