1. Designing for
People vs
Screens
@apolaine
www.polaine.com

2. Start with the people
Image source: Smithsonian's Cooper-Hewitt, National Design Museum

3. "Really everything I had done wasn’t very interesting or
important. The thing that was really important was what was
happening between me and the software on the screen.”
Bill Moggridge on the GRiD Compass Computer
Image source: Smithsonian's Cooper-Hewitt, National Design Museum

4. The ubiquity of screens paradox

5. PRODUCTS
VS
SERVICES

6. “We shape our tools and
thereafter our tools shape us.”
Marshall McLuhan

7. The transition from an industrial to a service economy
Ford assembly line at rest during a strike, September 1945
Source: Google hosted Life magazine archive

8. Management
t
e
ing
les
il
uc
ta
vic
Sa
et
Re
od
r
Se
rk
Pr
Ma
er
m
sto
Cu
Industrial thinking – command and control

9. Yet services are still conceived with a product mindset

10. Turn this model on its side...
Pr
o du
c t
Ma
rk
et
ing
Sa
les
Management
Re
Cus
ta
il
to
me
r Se
r vic
e

11. Customer
Product
Marketing
Sales
Retail
Customer Service
Management
...and you get customer journey and channels

12. Product & single screen experiences
Image source: live|work

13. Services are experienced in an ecology...
Image source: live|work

14. ...with multiple touchpoints

15. ...with multiple touchpoints

16. Some touchpoints are thought through and branded

17. Some touchpoints “just happen”

18. If you don’t design it, somebody else will
Image source: http://www.flickr.com/photos/atoach/

19. Service experiences unfold over time
Image Sources: Andy Polaine. London/RoW: Stefan Kellner

20. Services enable interactions between people
Image: Lavrans Løvlie

21. Co-producing value

22. If you don’t provide channels, somebody else will

23. Relationships and conversations between people

24. Are people trying to use a website or buy something?

25. What is the underlying motivation and meaning?
Image source: Flickr user Jon Large

26. Interaction with backstage people, services & systems
Image source: http://www.materialiste.com/culture/inside-amazon

27. Somewhere in an Amazon.com warehouse...
Image: Lucasfilm Ltd

28. This means designing with people versus for people
Image source: live|work

29. Third party services form part of the experience too

30. Boxes vs Arrows
Image source: live|work

31. Track the user journeys over time

32. Track them through the different channels

33. Align backstage services to deliver those experiences

34. Give people the right tools and environment...

35. ...and they will create individual value...

36. ...that develops into aggregate value.

37. Not just design for digital services and platforms...

38. ...but remembering people’s lives beyond the screen.
Image source: http://consumeconsume.com/post/13272453418

39. Takk for tiden din!
@apolaine
www.polaine.com
http://www.rosenfeldmedia.com/books/service-design/
Slides: http://www.pln.me/webdagene2012