UX Manager Steve Kato-Spyrou - Engage Customer · Steve Kato-Spyrou UX Manager John Lewis. What the...
Transcript of UX Manager Steve Kato-Spyrou - Engage Customer · Steve Kato-Spyrou UX Manager John Lewis. What the...
Service design: the next-generation of experience
designSteve Kato-Spyrou
UX ManagerJohn Lewis
What the talk is about
Theory of service design
Fitting service design into design thinking, lean and agile process
A practical application of service design
Theory of service design
What is service design
Service design applies human-centred design methods and craft to the definition and orchestration of products, communications, interactions,
operations, culture and structure of an organisation.
– Jamin Hegeman, Head of Design at Capital One
A/B and MVT testing Accessibility expert review Accessibility user testingAffinity diagrammingAnalyticsAnalysis reportingBaseline usability testingBrand requirementsCard sorting Click stream analysis Competitive auditConsumer journey mapContent auditCopywritingDesign Sprint (Google Sprint)Desirability studiesEcosystem mapEmail surveysEthnographic field studyExperience Map
EyetrackingFeatures mapFocus groupGuerilla testingHeuristic analysisInformation architectureIntercept surveysKey pages designsKPIs project goals and requirementsMetricsModerated remote testingMoodboardsParticipatory design workshopPattern library Personas/audience segmentationProcess / approachPrototypes (fast)Prototypes (advanced)QAQuantitative surveys
Recommendations document Service blueprint
Service propositionStoryboards
StrategySummative user testingShaping documentSketchesStoryboardsTest cards (hypothesis) Tree testingTrends and market research True intent studyUsability lab testing (moderated)Use casesUser interviewsUser scenariosUser journeysUser storiesValue proposition design WorkshopsValue card (business canvas)Wireframes (Lo-Fi, concept designs)Wireframes & prototypes (Hi-Fi)
What makes a service designer
.GOV service designer
Communicating information Digital perspective
Evidence and context-based designFacilitating decisions and risks
Leadership and guidancePrototyping
Strategic thinkingUnderstanding constraints
User focus
Spoiler alert:A senior UXer can
already do 90% of this
Service blueprint
End to End
Surface
to
Core
What is the rough process of service design (the detail)
Service design requires:
Understanding of the customer
Looking across an entire customer journey
Identifying all the problems
Create hypotheses based off of those problems
Prioritising those solutions based off of a set of criteria (defined by the company)
Testing the hypothesised solutions
> Customer journey >
hypotheses
Problems
3 6 1 4 2 5 7 9 8
Prioritised hypotheses
Customer insight
Choose service
Fitting service design into design thinking, lean and agile
process
Where service design fits
Johnny Schneider – Understanding, Design Thinking, Lean, and Agile
What design thinking looks like
Johnny Schneider – Understanding, Design Thinking, Lean, and Agile
Jane Austin (UX & design director at MOO) – All the Things You Need When You Want Great Design
A practical application of service design
Gifting
Gifting has never had a propositional owner in its totality
It’s never been thought of strategically
We have lots of areas doing ‘gifting’
Shaping the problem space - 2 day workshop
Vibe of the workshop
Get all the gifting SMEs in the room, leader, manager, doer mix
Looking across an entire customer journey
Identified all the problem statements
Create hypotheses based off of the journeys
Prioritising those problem statements based off of a set of criteria
Outputs
Vision statement
High level customer journey map
3 low level customer journey maps
62 Hypothesis cards
25 problem spaces prioritised
Understand the customer
Set the vision
Look across an entire service - high level
Look across an element of the service - low level
Create hypothesis and combine them into problem statements
62 hypothesisbecame
25 problem statements
Prioritise those problem statements
Key output from workshop
Can’t show you all the problem spaces
I might as well use this space to say we validated these problem statements with
customers
Then politics happened
So I took my problem statements and went to another team
The bosses of that team was in the 2 day gifting workshop
That teams scope ‘Sort out gifting’
Not not much change for me
6 up sketchingBeing gift ready / ‘giftable’
Ideation of gift ready - 6 up sketching
6 up sketching Survey & chatBeing gift ready / ‘giftable’
We went to customers to find out our next move
6 up sketching Survey & chat Price point Being gift ready / ‘giftable’
What price points do the customers want to see
Being gift ready / ‘giftable’ 6 up sketching Survey & chat Price point Decision made
Rolling out to some stores then more
I wanted to go into different stores with different price points to ‘test in live’. The product owner said no
chance.
X
Any questions?
When I look at my designers i think, you guys have got jobs for life
– Chief customer officer at a publisher