Moving from user centred thinking to system thinking
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User-centred thinking has done the design community proud. However, whilst its laser beam focus on the user is an undoubted strength, it does sometimes mean that the wider user eco-system is not always considered. I'm going to introduce system thinking (also known as service design). System thinking is a way to not only consider the user but the wider system in which a user interacts with a service or product. Think of it as user-centred design 2.0! This is a presentation that I gave at a SynchHerts meetup (http://www.meetup.com/SyncHerts/) on 7th Aug 2014.
Transcript of Moving from user centred thinking to system thinking
MOVING FROM USER-CENTRED THINKING TO SYSTEM THINKINGNeil Turnerwww.uxforthemasses.com
@neilturnerux
WHAT IS USER-CENTRED
THINKING?
www.uxforthemasses.com | @neilturnerux
www.uxforthemasses.com | @neilturnerux
“Needs, wants, and limitations of end users of a product, or service are given extensive attention at each stage of the design process”
Wikipedia
User-centred product or service
Some design related stuff
More design related stuff…
Even more design related stuff…
User centred design
www.uxforthemasses.com | @neilturnerux
http://blogote.com/wp-content/uploads/2012/08/yes-baby-recruited.png
User-centred design f***king
rocks man…
www.uxforthemasses.com | @neilturnerux
www.uxforthemasses.com | @neilturnerux
PLAY
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PLAY
http://comaround.files.wordpress.com/2013/07/socila-network.jpg
www.uxforthemasses.com | @neilturnerux
Introducing system thinking… (and service design)
http://ak9.picdn.net/shutterstock/videos/6548240/preview/stock-footage-clapper-board-on-green-screen.jpg
A lot like the movies (bear with me)
www.uxforthemasses.com | @neilturnerux
http://luxurytravel.info/wp-content/uploads/2012/06/family-vacation.jpg Booking a summer holiday (the story)
www.uxforthemasses.com | @neilturnerux
The actors
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Holidaymaker
Travel agents
Friends & familyCall centre staff
Website team
Mobile team
Marketing team
Other travellers
The interplay / relationships
www.uxforthemasses.com | @neilturnerux
Print advertising
Mobile site / app
BrochureTravel agent
3rd party travel agent
Travel website
Telephone
Website
The scenes / Touchpoints
TV advert
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Highstreet
Website
Mobile site
Telephone
Brochure
Pick up brochures
Browse holidays
Search holidays
Shortlist holidays
Book holiday
Get holiday money
Ask query
The sequence of events
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SERVICE DESIGN TOOLS
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http://4.bp.blogspot.com/-EI6F83SS6JY/TvGoJc97fLI/AAAAAAAAAU0/XBMBRuG-McI/s1600/MBA_Helen_services.jpg
A system map visually shows the different actors and artefacts, and the relationships between them.
www.uxforthemasses.com | @neilturnerux
System map
http://servicedesigntools.org/sites/default/files/res_images/58299511_2bcff18db2_b.jpg Example Flickr system map
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www.uxforthemasses.com | @neilturnerux
Experience map
An experience map shows a customer’s end to end journey across multiple touchpoints in the pursuit of a goal
At each stage of the customer’s journey…
www.uxforthemasses.com | @neilturnerux
http://hello.boagworld.com/wp-content/uploads/2010/11/personas1.png
www.uxforthemasses.com | @neilturnerux
Personas are fictional characters that represent the different actors within a system. They are fictional but should be based on fact.
Personas
Some service design resources
www.servicedesigntoolkit.orgwww.servicedesigntools.org
http://library.ac4d.com
Service Design - From Insight to Implementation (Book)
www.uxforthemasses.com | @neilturnerux
Adaptive Path’s guide to experience mapping (free eBook)
http://www.retreatbyrandomhouse.ca/wp-content/uploads/2012/07/Cat-reading1.jpg
“In an increasingly complex world we must take a holistic view to create truly
exception user experiences. Meow”
A very wise cat
www.uxforthemasses.com | @neilturnerux
slideshare.net/neiljamesturner
uxforthemasses.com/presentations
Psst… Want some
slides?
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