Beyond digital UX to service design
Iain Barker (@iain_barker) Principal, Meld Studios
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…conscious, joined up and human-centred design of things of an organisational scale, consequence or complexity.
Applying yourself to the…
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Beyond digital
Digital
My story.
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1.What is “beyond digital”? 2.Why a design approach? 3.Common challenges
Structure.
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!
UX = Digital (it doesn’t have to be this way)
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We are unnecessarily limiting the potential impact we can have if we constrain ourselves to just digital channels
And what’s wrong with that?
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Help us improve the lives of people in their 70s, 80s & 90s.
Project 1:
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Help us redesign the criminal justice system
Project 2:
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Help us create new service models at the library
Project 3:
• Contextual research • Analysis and synthesis • Identify insights and opportunities • Multi-disciplinary teams • Open to change • Iteratively prototype, test and refine ideas • Articulate a vision • …
How we work…
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• Unfamiliar domains • Designing things we’ve never designed before • Very senior stakeholders • Highly ambiguous briefs • Collaborative voyages of discovery • Outputs are very different • It is not just about users • …
Different challenges
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external
interactions How and where the organisation and the customer meet
experiences What the customer takes away from the interaction(s)
touchpointsKey moments in the interactionbetween organisation and customer
internal
systemsTechnology and infrastructure that a company relies upon to operate
channelsMedium with which the organisation communicates with their customers
processWays of working. The policies thatguide how the business is run
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external
interactions How and where the organisation and the customer meet
experiences What the customer takes away from the interaction(s)
touchpointsKey moments in the interactionbetween organisation and customer
internal
systemsTechnology and infrastructure that a company relies upon to operate
channelsMedium with which the organisation communicates with their customers
processWays of working. The policies thatguide how the business is run
experiences touchpointsKey moments in the interactionbetween organisation and customer
channelsMedium with which the communicates with their customers
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external
interactions How and where the organisation and the customer meet
experiences What the customer takes away from the interaction(s)
touchpointsKey moments in the interactionbetween organisation and customer
internal
systemsTechnology and infrastructure that a company relies upon to operate
channelsMedium with which the organisation communicates with their customers
processWays of working. The policies thatguide how the business is run
interactions How and where the organisation and the customer meet
experiences What the customer takes away from the interaction(s)
touchpointsKey moments in the interactionbetween organisation and customer
channelsMedium with which the organisation communicates with their customers
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external
interactions How and where the organisation and the customer meet
experiences What the customer takes away from the interaction(s)
touchpointsKey moments in the interactionbetween organisation and customer
internal
systemsTechnology and infrastructure that a company relies upon to operate
channelsMedium with which the organisation communicates with their customers
processWays of working. The policies thatguide how the business is run
systemsTechnology and infrastructure that a company relies upon to operate
channelsMedium with which the organisation communicates with their customers
processWays of working. The policies thatguide how the business is run
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external
interactions How and where the organisation and the customer meet
experiences What the customer takes away from the interaction(s)
touchpointsKey moments in the interactionbetween organisation and customer
internal
systemsTechnology and infrastructure that a company relies upon to operate
channelsMedium with which the organisation communicates with their customers
processWays of working. The policies thatguide how the business is run
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Most organisations struggle when it comes to consciously designing joined-up services of scale
Organisations are often the problem.
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“Services created in silos are experienced in bits”
Executive
Silos, business units, channels, etc
Designed experiences
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We break the connection between an idea and an owner – thus removing ego
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We help organisations understand and communicate things of complexity before they are built
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Comprehensive vision
Prototypes and detailed design briefs
Common outputs.
Roadmap
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Understanding design process and underlying intent, not mastery of specific activities
Challenge 1:
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Deep trust in the value and legitimacy of a design approach
Challenge 2:
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Challenge 3:
Designing outside of rectangles
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Challenge 4:
Having the endurance, tenacity & robustness to work at scale
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Join us for a chat. First Friday of every month
From 4pmFriday 5th September3/93 Bathurst St
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