Beyond digital: UX to service design
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Presentation given at UX Australia 2014 in Sydney by Iain Barker, Meld Studios. AUDIO of the talk is available here: http://uxaustralia.com.au/uxaustralia-2014/beyond-digital-presentation Description: Organisations are turning to people with design sensibilities to inform and lead significant changes within their businesses. UX practitioners have the necessary design sensibilities, but few are applying themselves to these new challenges. Iain Barker is co-founder and principal at Meld Studios. He spent 13 years working in the design of digital things before spending the last 7 years applying his skills to non-digital design challenges. In this presentation he shares his experiences, describes the challenges and opportunities, and provides guidance to help you get started on a similar journey. More details available over at the UX Australia site.
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Beyond digital: UX to service design
- 1. Beyond digital UX to service design Iain Barker (@iain_barker) Principal, Meld Studios
- 2. 2 Applying yourself to the… …conscious, joined up and human-centred design of things of an organisational scale, consequence or complexity.
- 3. 1993 ’94 ’95 ’96 ’97 ’98 ’99 2000 ’01 ’02 ’03 ’04 ’05 ’06 ’07 ’08 ’09 ’10 ’11 ’12 ’13 2014 Beyond digital Digital My story. 3
- 4. 1.What is “beyond digital”? 2.Why a design approach? 3.Common challenges Structure. 4
- 5. !UX = Digital (it doesn’t have to be this way) 5
- 6. 6 And what’s wrong with that? We are unnecessarily limiting the potential impact we can have if we constrain ourselves to just digital channels
- 7. 7 Project 1: Help us improve the lives of people in their 70s, 80s & 90s.
- 8. 8 Project 2: Help us redesign the criminal justice system
- 9. 9 Project 3: Help us create new service models at the library
- 10. How we work… • Contextual research • Analysis and synthesis • Identify insights and opportunities • Multi-disciplinary teams • Open to change • Iteratively prototype, test and refine ideas • Articulate a vision • … 10
- 11. Different challenges • 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 • … 11
- 12. touchpoints Key moments in the interaction between organisation and customer external experiences What the customer takes away from the interaction(s) interactions How and where the organisation and the customer meet internal systems Technology and infrastructure that a company relies upon to operate channels Medium with which the organisation communicates with their customers process Ways of working. The policies that guide how the business is run 12
- 13. 13 touchpoints Key moments in the interaction between organisation and customer external experiences What the customer takes away from the interaction(s) interactions How and where the organisation and the customer meet internal systems Technology and infrastructure that a company relies upon to operate channels Medium with which the organisation communicates with their customers process Ways of working. The policies that guide how the business is run
- 14. 14 touchpoints Key moments in the interaction between organisation and customer external experiences What the customer takes away from the interaction(s) interactions How and where the organisation and the customer meet internal systems Technology and infrastructure that a company relies upon to operate channels Medium with which the organisation communicates with their customers process Ways of working. The policies that guide how the business is run
- 15. 15 touchpoints Key moments in the interaction between organisation and customer external experiences What the customer takes away from the interaction(s) interactions How and where the organisation and the customer meet internal systems Technology and infrastructure that a company relies upon to operate channels Medium with which the organisation communicates with their customers process Ways of working. The policies that guide how the business is run
- 16. 16 touchpoints Key moments in the interaction between organisation and customer external experiences What the customer takes away from the interaction(s) interactions How and where the organisation and the customer meet internal systems Technology and infrastructure that a company relies upon to operate channels Medium with which the organisation communicates with their customers process Ways of working. The policies that guide how the business is run
- 17. Organisations are often the problem. Most organisations struggle when it comes to consciously designing joined-up services of scale
- 18. 18 “Services created in silos are experienced in bits” Executive Silos, business units, channels, etc Designed experiences
- 19. 19 We break the connection between an idea and an owner – thus removing ego
- 20. 20 We help organisations understand and communicate things of complexity before they are built
- 21. 21
- 22. 22
- 23. 23 Comprehensive vision Prototypes and detailed design briefs Common outputs. Roadmap
- 24. 24 Understanding design process and underlying intent, not mastery of specific activities Challenge 1:
- 25. 25 Deep trust in the value and legitimacy of a design approach Challenge 2:
- 26. 26 Challenge 3: Designing outside of rectangles
- 27. 27 Challenge 4: Having the endurance, tenacity & robustness to work at scale
- 28. Thank you Iain Barker Principal, Meld Studios @iain_barker iain@meldstudios.com.au
- 29. 29 Join us for a chat. First Friday of every month From 4pm Friday 5th September 3/93 Bathurst St
- 30. Thank you Iain Barker Principal, Meld Studios @iain_barker iain@meldstudios.com.au