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Peter BuckmasterNSW, Department of Education Director, Digital Services

PeterBuckmaster

peterbuckmaster.com

Designing for customers and the future human-centered service design

PRELUDE - USER CENTRED DESIGN • Human Centred Design is 100 years old

• But it's taken 80 years to recognise it

• An early example is IBM's preto-type for speech to text PRETO-TYPEEarly example is IBM's preto-type for speech to text. A typist sat hidden as participants dictated to a shell of a computer making the machine appear to type text. IBM discovered they were not just testing an interface and a human's ability to interact with the interface. Results were that the output was not grammatically correct or structured.

PRETO-TYPE Early example is IBM's preto-type for speech to text. A typist sat hidden as participants dictated to a shell of a computer making the machine appear to type text. IBM discovered they were not just testing an interface and a human's ability to interact with the interface. Results were that the output was not grammatically correct or structured.

PRELUDE - USER CENTRED DESIGN • User Centred Design has been present in design for key events...

• Tank warfare (WWI)

• Space race (1960’s)

• Dotcom was our space race… “Many of the ideas developed during the period are just being realised.”

• What makes UCD different is the study of humans in context, first to investigate and then to validate. 

PRELUDE - USER CENTRED DESIGN

The evolution of design is based on:

• field studies/observations,

• evolution of technology

• concept design

• prototyping

• release

• continuous improvement.

PRELUDE - USER CENTRED DESIGN • To understand the importance of good User Experience Design we only need to

see bad design.

PRELUDE - USER CENTRED DESIGN “It’s taken me two years to realize that there was a headphone connector hidden below the monitor of this machine. All the time I was think that it was bluetooth…”

PRELUDE - USER CENTRED DESIGN Yet good design often goes unnoticed

My mag connector on my apple mac air

Phygital• Nicholas Negroponte’s 1995 book Being Digital, tells of life in

the future, a digital age at a time when the world was analogue.

• We talk about digital first but our citizen or customers are past this.

Phygital• User experience evolves continuous.

• In the beginning of the internet we dialed up… limited download speed and access.

• Broadband moved us into always on/connected

• With mobile internet and wireless we’re no longer constrained to a desktop but are mobile.

• We’ve moved beyond physical and digital spaces into phygital.

Service Design• Service design is the idea that all business processes and customer interactions are

designed to fulfil customer goals across all channels from face-to-face to digital.

• Service Design Delivers on Phygital

• The objective is to present an even experience across all channels.

• A sign of success is a customer’s ability to start an interaction in one channel and move to another, seamlessly - aka Omnichannel.

• EXAMPLE: Service NSW or Medicare use of a concierge directing/assisting people to resolve their problem.

• Directing you to agent or a self-service kiosk or PC

Design ThinkingDesign Thinking sees a shift from analytical thinking to creating thinking. It looks at a problem and solving the problem through broad idea generation

DISCOVERY [RESEARCH]

EMPATHY [FIELD STUDIES]

CONCEPT DESIGN [IDEATION]

PLAN[ROADMAP DEVEL-

OPMENT]

• Review of any raw data; immersion, call centre statistics, web analytics, existing research

• Stakeholder interviews• Business case

development• Competitive &

Comparative Studies

• Field /ethnographic studies

• User Workshops & in-terviews

• Opportunity Analysis• Ideation/innocation

workshops (via innova-ton with SMEs and key business reps)

• Concept Develop• Business case/model-

ling• Social strategy• Proto-typing and test-

ing

• Prioritise initiatives• GAP Analysis• Roadmap

development• Project management

plan development; Resource, Cost, Scope, Comms, Change, Risk and integration

• Final document

1010

1010

DOCUMENTATION &

APPROVALS

• Document vision (including narrative/video document)

• Finalise business case• Roadshows/

Presentations • Approvals

IMPLEMENTATION

• Rollout of initiatives • Continual testing

and product improvement based on user feedback

#RelateLive

Delivering a Global Experience Language

Case Study

Global Experience Language• A Global Experience Language drives consistency and coherence across sites

and cross-platform by using and re-using a standard set of designs and code.

• It delivers a familiar/intuitive experience to users/customers as things work in the same way.

Westpac GEL - © Westpac Group - https://gel.westpacgroup.com.au/

Global Experience Language• At DoE we’re laying the digital platform foundations by

implementing a global experience framework strategy, including:

• New content management system

• Redevelop our public website and intranet into a single destination - education.nsw

• Site sections are cheaper and faster to deliver by re-using patterns/designs that have been tested with users and are accessible.

• DoE’s GEL is called GEF (Global Experience Framework).

Discovery & Empathy Stage•For us the user research and discovery phase is key, not just in solving the problem but in business acceptance and change management. 

•Start with desk research

•Competitor and comparative reviews – e.g. look at UK.GOV and BBC plus Westpac.

•Involves field studies or ethnographic studies - essentially studying people’s behaviours in the context of their environment.  

•To do this we visited teachers in their environments

Concepting/Ideation• To create our GEF we used

concepting/ideation across a broad range of disciplines to create our designs

• We also use co-design, that is engaging users or customers in the ideation process.

• Ideation starts with broad range of ideas, then narrowed down into three and then one concept.

Concepting/Ideation• Designs are validated through a Proof of Concepts

and user feedback.

• Design Thinking states that anyone can be a designer and problem solve.

• HOWEVER detailed design and visual design is completed by the UX and visual designers specialist.

Design templates – Sarah Mills, Lead Visual Designer and Laura Zucchetti, Principal UX Designer

Concepting/Ideation• The idea is to test often as you iterate the designs “essentially run as many small

tests as you can afford.”

• The validation happened via a clickable proto-types testing the information architect or sitemap.

• https://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users

User Testing• Key to User Centered Design/Design Thinking is the validation of design with

users.

• The research with users is continuous from solving the problem to validation.

• Our user research has run continuously for 12 months. To understand how and if ‘one site’ would work, we engaged 452 school staff and 276 corporate staff through user research activities.

• May not sound a lot in comparison to market research, however, the focus here is on behavioural research.

• Noting Nielsen Norman group show that 5 participants’ capture around 80% to 90% of error.

User Testing• Includes:

• Lab Testing

• Remote Testing

• Guerrilla Testing

• Contextual Inquires

Lab Tests• Includes use of test scripts and “Think-out Aloud” process were participants

describe a task as they complete it.

• The aim is to see if the application or website behaviours in the way it is intend.

• Part of the testing includes attitudinal feedback from the participant.

• These are behavioural tests as the tester observes the participant.

Remote Testing•User testing that is conducted remotely via video link.

• Its key advantage is reduced cost and broader access to participants – E.G. Rural areas

•Uses same structure as lab tests.

•Can also be used to run shorter tests.

Guerrilla Testing• Contextual as its conducted in a real

environment.

• Unstructured in terms of recruitment – participants are people sourced in the environment – E.G. Testing in a Café would use available patrons. The incentive a free coffee.

Contextual Inquires• The contextual inquiry are interviews and observations gathered in the field with

users.

• It is done through interviews and observations of users completing task in context.

• May also include 1) shadowing to observe a participant or 2) diary studies were participants record there own activities.

User Testing - What we Discovered• Users needed to login 3 times to access

content

• They access speed was an issue in some areas

• That users want to go to a single destination - i.e they don’t see the difference between internet/intranet or portals

• This highlighted, “despite our best endeavours to deliver an amazing experience, this could be destroyed if we didn’t fix some of the basics, such as Simple Sign On .”

Clickable interactive that contains the Information Architecture and pathway for a

specific set of tasks.

Persona & User Journeys• Part of the User Research Generates Personas and User Journeys

Olivia our Primary School Teacher Persona Sample User Journey

User Journeys Example

Sample User Journey - Virtual Assistant

Gaining Buying• To engage the business and seeking broader feedback we use “Drop in centres” and

Roadshows.  

• Drop in centres are an exhibition style of approach to presenting information. Visitors are invited to walk the walls and the Digital Team are at hand to answer questions.

• Use of information boards with user interviews, concepts designs, user testing findings, personas, proto-types, user journey quite often linking video to the content via QR Codes.

• Participants were encouraged to wear earphone attached to their handset to watch the video.

• Our team was also there to answer questions and encourage feedback.

Gaining Buy In

Drop in Centre – Persona Displayed on a Wall

• To engage the business and seeking broader feedback we use “Drop in centres” and Roadshows.  

• Drop in centres are an exhibition style of approach to presenting information. Visitors are invited to walk the walls and the Digital Team are at hand to answer questions.

Gaining Buy In

QR Codes are used to link video to boards

• Use of information boards with user interviews, concepts designs, user testing findings, personas, proto-types, user journey quite often linking video to the content via QR Codes.

• Participants were encouraged to wear earphone attached to their handset to watch the video.

• Our team was also there to answer questions and encourage feedback.

Wrap upWe are now Phygital

We have moved beyond channels… not just digital... not just physical but PHYGITAL1

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Service Design delivers

Service Design allow us to deliver this experience by taking service development and design it with a user centric approach

Users Research is key to design

A key part of this involves users research/contextual enquires, proto-typing and validation with users

Behaviours are key to research

Research is based on behaviours rather than pure attitudes. Design should be iterative and continually evolving

5 Iterate Design should be iterative and continually evolving