USER TYPES IN SERVICE DESIGN World Usability Day 2012

DESIGNING THE SERVICE

By designing the whole experience

The conscious & creative process of crafting meaningful connections ���(be they tangible touchpoints and interactions, ���

or more intangible experiences) ���

between user, business/provider/government goals and outcomes ���

(be they effective and efficient operations, social good/improvement, or positive profile).

What’s Service Design?

What’s a Service?

People Goals

Touchpoints

What’s a Service?

People Goals

Touchpoints Pathways

What’s a Service?

People Goals

Choice Delivery Compliance

What’s a Government Service? The same, except:

“I don’t have very high expectations

- if it works, it’s good”

“I have a knot in my stomach”

“They have the resources and responsibility to make it easier”

“With government, simplifying

doesn’t always mean no hassle”

“I’m OK with less frills if I can

just get it done”

And here’s what people say:

What users THINK (Cognitive Domain) motivations, folklore, perceptions, beliefs, expectations, mental processes

What users DO (Behavioural Domain) activities, processes, routines, patterns, interactions, relationships

What users USE (Material Domain) products, services, brands, environments, messages, systems

What we need to understand about users ‘experience’

Government

Customers

Touchpoints

Operations

Strategy

The complex government organisation

DESIGNING FOR USERS

By engaging with them

A broad approach to service design

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Utilising appropriate research techniques

Articulating the experience in order to design a Service

Customer Experience Map How the service is experienced

Service Blueprint How the service works

User Typologies The type of people who use the service

CASE STUDY

Improving interactions with ���government online

Exploring experience through what people think, do, use

Dra$  types,  whiteboard  drawing,  notes  photo  

Analysing what we found in order to synthesise meaning

Prototyping the experience and defining the user types

SUMMARY User types as an evidence-based tangible output of the service design process: •  Are relevant beyond the touchpoint •  Document and define the user experience

across the whole service •  Stay with the organisation as reusable

knowledge

Thanks! Mel Edwards

@skewiff ���Justin Barrie ���

@JustinBarrie

@DMA_Canberra designmanagers.com.au