Experience Design Methods for Product / Service Development
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Transcript of Experience Design Methods for Product / Service Development
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
EXPERIENCE DESIGN METHODS FOR PRODUCT / SERVICE DEVELOPMENT
KETUT SULISTYAWATI, PHD SOMIA CUSTOMER EXPERIENCE
HFEM / KUALA LUMPUR / 17 SEPTEMBER 2014
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2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 2
HELLO! I’m Sulis
I previously worked at
• Dell Experience Design Group
• Hewlett-Packard Global Design Studio
• Reading Room Singapore
Now at Somia Customer Experience,
Indonesia
Who Am I?
• Customer Experience consultant
• Indonesian – Balinese ;)
• Lived in Singapore for 12 years
• Bachelor in product design – NTU PhD in Human Factors – NTU Singapore
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
USER EXPERIENCE
Every aspect of the user’s interaction with a product, service, or company that make up
the user’s perceptions of the whole
Usability Professional Association
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2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
How a person feels when interacting with…
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Source: Flickr DIGITAL
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
How a person feels when interacting with…
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Source: Flickr Wikimedia http://goo.gl/rJnUCP
PHYSICAL PRODUCT
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How a person feels when interacting with…
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Source: Flickr http://melicacy.com/?p=7389
SERVICE
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
How do we design for experience?
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There are a lot of methods
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Content analysis
Wireframing
Interviews
Contextual inquiry
Observation
Focus group
Card sorting
Affinity diagram
Scenarios of use
Task analysis
Heuristics evaluation
Kansei engineering
Critical incident technique
Storyboarding
Prototyping Performance testing Cluster analysis
Surveys
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
But often, we don’t have the time (or the budget)
to do all these (rigorously)
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2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 10 Pic from http://goo.gl/QxJeeH
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THE EXPERIENCE DESIGN PROCESS
DISCOVER DEFINE DEVELOP DELIVER
CREATIVITY
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DISCOVER Understand the needs of the people you are designing for
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
Understand the problem space. Plan what you want to research on.
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Tap into people�s instinctual nature
As much as we try to be rational beings, humans are engineered to often be very irrational, especially when it comes to decision-making. A well-crafted research should be able to tap on the people�s instinctual nature; the gap between what they say and what they do, and their reaction to emotional or visceral experiences. Instead of collecting information through probing and conditioning, it is better for researchers in this case to closely observe the participants and let them take a more active role. By understanding people�s instinctual nature, we can better produce insights to create relevant experiences that people might not even be aware that they need it.
ASSUMPTION DUMPTION
Exercise to reveal the assumptions held by the team members. Be aware of the team’s assumptions to avoid building inferences based on own biases. Tricks & tweaks: Do it together with all team members to get alignments at once.
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
Get out of the office. Talk to target users. Observe. Build empathy.
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2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx Source: Stanford d.school bootleg
RAPID ETHNOGRAPHY
Spend time observing people who are relevant to the product / service. Make conversations and ask why they do what they do. Tricks & tweaks: Get first-hand experiences. If you have a concept in mind, bring it along to test it out.
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 17
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
GROUP DISCUSSION
Assemble people to share experiences and discuss about the product / service. Tricks & tweaks: Recruit diverse / extreme users to get variety of inspirations. Use probing materials to stimulate experimentation.
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
TIPS
listen & observe
be curious
be genuinely interested
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
DEFINE Make sense of the information gathered from your research
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
Find meaningful patterns.
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CLUSTERING
Structure stories and findings discovered during the research stage to put things into context. Find patterns. Identify connections and disconnections. Tricks & tweaks: List the big topics / surprises first, then refer to notes for details.
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 24
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
Present the findings in engaging forms to make it easy to remember.
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2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
INSIGHT PLATFORM
Summary of the findings. Something enlightening that explain the root cause behind customer’ needs and behavior. The ‘AHA’! Tricks & tweaks: Use images, quotes, and short sentences rather than long & text heavy report.
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
Tap into people�s instinctual nature
As much as we try to be rational beings, humans are engineered to often be very irrational, especially when it comes to decision-making. A well-crafted research should be able to tap on the people�s instinctual nature; the gap between what they say and what they do, and their reaction to emotional or visceral experiences. Instead of collecting information through probing and conditioning, it is better for researchers in this case to closely observe the participants and let them take a more active role. By understanding people�s instinctual nature, we can better produce insights to create relevant experiences that people might not even be aware that they need it.
PERSONA
Archetypes of the target users of that represent the needs, behavior, and characteristics. Help to create shared understanding among the team members Tricks & tweaks: Involve team members when creating personas.
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
DESIGN PRINCIPLES
Define the design principles to guide the experiences that you want to deliver. Help ensure consistent experience across touch points. Tricks & tweaks: Pick 3-5 key principles so that it is easy to remember.
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
TIPS
Be systematic & seek for patterns
Follow your intuition
Sufficient, rather than perfect
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
DEVELOP Bring your ideas to life
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
Explore many ideas before focusing on the one to develop.
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2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
BRAINSTORMING
Generate as many ideas as you can. Go for the quantity than quality. Use brainstorming techniques, such as negative brainstorming, time machine, etc. Tricks & tweaks: Do it in fast pace. Give time limit.
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
Roughly sketch & prototype to quickly get the feel of how it will work.
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2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
Tap into people�s instinctual nature
As much as we try to be rational beings, humans are engineered to often be very irrational, especially when it comes to decision-making. A well-crafted research should be able to tap on the people�s instinctual nature; the gap between what they say and what they do, and their reaction to emotional or visceral experiences. Instead of collecting information through probing and conditioning, it is better for researchers in this case to closely observe the participants and let them take a more active role. By understanding people�s instinctual nature, we can better produce insights to create relevant experiences that people might not even be aware that they need it.
SKETCHING
Drawing, models, narratives, storyboards to communicate the general context of a concept/idea. Rough exploration of how the product / service would work. Tricks & tweaks: Do group sketching session with quick iteration.
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
Tap into people�s instinctual nature
As much as we try to be rational beings, humans are engineered to often be very irrational, especially when it comes to decision-making. A well-crafted research should be able to tap on the people�s instinctual nature; the gap between what they say and what they do, and their reaction to emotional or visceral experiences. Instead of collecting information through probing and conditioning, it is better for researchers in this case to closely observe the participants and let them take a more active role. By understanding people�s instinctual nature, we can better produce insights to create relevant experiences that people might not even be aware that they need it.
RAPID PROTOTYPING
Create physical representation of the concept in a rapid manner. Think with hand. Try how it would actually work, rather than just thinking out it might work. Tricks & tweaks: Get users to test it
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 36
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
TIPS
share your work in progress
prototype fast & early
test it with users
fail early, fail often
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
DELIVER Implement your concepts
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
Prioritize and plan a roadmap to implement the concept.
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2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
The holistic solution may comprise of a number of features which might not be delivered all at once. Prioritize features and create roadmap of the product delivery. Tricks & tweaks: Do it together with business & technical team.
PRIORITIZATION
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
Think holistic. Plan beyond the product interaction.
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2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
Tap into people�s instinctual nature
As much as we try to be rational beings, humans are engineered to often be very irrational, especially when it comes to decision-making. A well-crafted research should be able to tap on the people�s instinctual nature; the gap between what they say and what they do, and their reaction to emotional or visceral experiences. Instead of collecting information through probing and conditioning, it is better for researchers in this case to closely observe the participants and let them take a more active role. By understanding people�s instinctual nature, we can better produce insights to create relevant experiences that people might not even be aware that they need it.
Plan the journey the customers go through and the touch points. Identify internal processes needed to deliver the intended experiences. Tricks & tweaks: Do it with internal team to get buy in & commitment
SERVICE BLUEPRINT
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
TIPS
involve business stakeholders
be realistic
balance user needs, business goals, and technology
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 44
Final note
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx
REMEMBER
Have empathy
Frame the problem well
Prototype, test, iterate
Collaborate
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 46
More tools are available at
www.cxcookbook.com a collaboration between Somia Customer Experience and Copenhagen Institute of NeuroCreativity
2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 47
Thank you!
Somia Customer Experience www.somiaconsulting.com Twitter: @somiacx Facebook: somiacx