service design research. ux poland 2013
DESCRIPTION
Service design is about designing user-friendly service. The backbone of this process is to understand the behavior of the customers, their needs and motivations. Thus, while creating customer journey or experience map, designers should base on not only on their intuition but primarily on user research findings and expert analysis. The question is how to select the appropriate set of methods that allow designers to identify problems that lower customer satisfaction.TRANSCRIPT
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Service
Research
UX Poland 2013
Design
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Service DesignDesigning customer experienceat the time of service
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Great experience across all touch points
Touch points
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ServiceExamples
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Visiting the museum
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Concierge
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Online loan
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Service Design
Lucy Kimpbell
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Discovery
Definition Design Delivery
Service Design Process
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Journey MapHow the customer perceives and experiences the service interface along the time axis
Customer
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Maps of a customer experience focus on how things will be experienced, not how they're made.
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ResearchIdentifying, discoveringand understandingthe service contextand users
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ResearchContext
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Touchpoints
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www, mobileMailingSocial media, forumAdvertisement – display, tv, radio, outdoorPlaces – store, institute, home, officeDokuments – POS, invoice
Touchpoints
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ResearchUsers
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People
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Users, customersFrontstage employeesBackstage employeesPartnersStakeholders
People
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ResearchMethods
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InterviewsIndividual, in-depthAt lab, home, office
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InterviewsWith customers, employees,partners, stakeholders
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Field studyObserving users in the fieldat the time of service
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Field studyWatch people visiting the institutionWatch customers shopping at the moll
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Mystery shopperResearcher in customer’s shoes
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Mystery shopperShop online and try to take the loanTalk with consultant about the service
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Diary studyUsers record their experiences related to a particular subject over a period of time
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Diary studyMoments when looking for helpExperience when visiting museums
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Usability testingObserve how customers are useing interactive products
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Usability testingTest the website and mobile appConduct eyetracking of landing page
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QuestionnaireOnline or offlineFor users, employees or partners
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QuestionnaireAsk call center employees about calls
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Desk researchAnalysis of customers’ opinions
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Desk researchRead forums and Facebook fanpage
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Report analysisHelp desk, call center, FAQs
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Expert reviewExpert analysis of touch points– websites, documents, places
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live|work
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Thx!
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www.servicedesigntools.orgicons by www.picol.org
Stormtroopers 365 on Flickr by StefanLego experience map
Rail Europe experience mapThird example of experience map