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 ( on 7th Aug 2014.

Transcript of Moving from user centred thinking to system thinking

  • WHAT IS USER-CENTRED THINKING? | @neilturnerux
  • | @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 | @neilturnerux
  • User-centred design f***king rocks man | @neilturnerux
  • | @neilturnerux PLAY
  • | @neilturnerux PLAY
  • | @neilturnerux Introducing system thinking (and service design)
  • A lot like the movies (bear with me) | @neilturnerux
  • Booking a summer holiday (the story) | @neilturnerux
  • The actors | @neilturnerux
  • Holidaymaker Travel agents Friends & family Call centre staff Website team Mobile team Marketing team Other travellers The interplay / relationships | @neilturnerux
  • Print advertising Mobile site / app Brochure Travel agent 3rd party travel agent Travel website Telephone Website Email The scenes / Touchpoints TV advert | @neilturnerux
  • 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 | @neilturnerux
  • SERVICE DESIGN TOOLS | @neilturnerux
  • A system map visually shows the different actors and artefacts, and the relationships between them. | @neilturnerux System map
  • Example Flickr system map | @neilturnerux
  • | @neilturnerux Experience map An experience map shows a customers end to end journey across multiple touchpoints in the pursuit of a goal
  • At each stage of the customers journey | @neilturnerux
  • | @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 Service Design - From Insight to Implementation (Book) | @neilturnerux Adaptive Paths guide to experience mapping (free eBook)
  • In an increasingly complex world we must take a holistic view to create truly exception user experiences. Meow A very wise cat | @neilturnerux
  • Psst Want some slides? | @neilturnerux