A Webinar with UserTesting: Orchestrating Experiences

Editor's Notes

1. Hi, everyone. Thanks for having me today. This talk is about service design, a relatively new field of design in the US. My goal is to share with you what it’s really about and the unique value it brings to service organizations like libraries.
2. Hi, everyone. Thanks for having me today. This talk is about service design, a relatively new field of design in the US. My goal is to share with you what it’s really about and the unique value it brings to service organizations like libraries.
3. Hi, everyone. Thanks for having me today. This talk is about service design, a relatively new field of design in the US. My goal is to share with you what it’s really about and the unique value it brings to service organizations like libraries.
4. Hi, everyone. Thanks for having me today. This talk is about service design, a relatively new field of design in the US. My goal is to share with you what it’s really about and the unique value it brings to service organizations like libraries.
5. Hi, everyone. Thanks for having me today. This talk is about service design, a relatively new field of design in the US. My goal is to share with you what it’s really about and the unique value it brings to service organizations like libraries.
6. Does any one know what this is a picture of? This is prototype that was created by IDEO in 1999 as part of Nightline episode. It was many people’s first exposure to human-centered design. I started my design career one year before it aired, and it was very inspiring to me and my peers.
7. When I say: “design,” I refer to a strategic practice that is at its heart about solving problems through iteratively exploring multiple options and validating concepts with the people being designed for.
8. This type of design is not a black box. It’s highly collaborative and involves many disciplines beyond designers.
9. It’s a practice based on MAKING to think, explore, and learn. This model was made by Richland Library’s very own Georgia Coleman in collaboration with others to design a new program. And here’s a picture of her first prototype.
10. This bias to act and learn sometimes breaks things. This touchpoint was part of a service prototype for a new holds experience. The team learned a lot about how to best design the service –– and also not to encourage people to park in a fire lane!
11. Most of all, when I say design, I’m referring to the practice of intimately learning the needs of people to craft products and services that meet their needs. In my work, I spend a lot of time in people’s home and with staff where they work to help my partners build empathy and reduce risk of investing in things that will not get adopted.
12. You may be familiar with this triad, but it’s an old by goody. Design is about making things that fit in the lives of people, that are inherently useful, and easy to interact with.
13. This pill bottle from Target was a great example of the methods that IDEO showed off nearly two decades ago. Based on research insights of people and doing iterative design, every element is crafted to ensure safety and ease of use. Plus, its plain beautiful.
14. This pill bottle from Target was a great example of the methods that IDEO showed off nearly two decades ago. Based on research insights of people and doing iterative design, every element is crafted to ensure safety and ease of use. Plus, its plain beautiful.
15. Human-centered design is a big tent.
16. Human-centered design is a big tent.
17. Human-centered design is a big tent.
18. Human-centered design is a big tent.
19. Human-centered design is a big tent.
20. Human-centered design is a big tent.
21. Human-centered design is a big tent.
22. This bias to act and learn sometimes breaks things. This touchpoint was part of a service prototype for a new holds experience. The team learned a lot about how to best design the service –– and also not to encourage people to park in a fire lane!
23. Hi, everyone. Thanks for having me today. This talk is about service design, a relatively new field of design in the US. My goal is to share with you what it’s really about and the unique value it brings to service organizations like libraries.
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30. Most importantly, it’s a language and toolset optimized to design services. Which are made of many intangible moments and interactions. Much different than designing a product. Services are much more complex.
31. Feeling
32. Human-centered design is a big tent.
33. Most importantly, it’s a language and toolset optimized to design services. Which are made of many intangible moments and interactions. Much different than designing a product. Services are much more complex.
34. Take shopping for groceries as an example. That cart is one of many touchpoints in the customer experience.
35. And those touchpoints are one entity in a complex ecosystem of people, places, and things.
36. Journeys are also about emotions.
37. Journeys have emotional highs and lows. This not only impacts the experience in the moment, but how people remember their journey and their loyalty (or lack their of) to the service provider.
38. Journeys have emotional highs and lows. This not only impacts the experience in the moment, but how people remember their journey and their loyalty (or lack their of) to the service provider.
39. Journeys have emotional highs and lows. This not only impacts the experience in the moment, but how people remember their journey and their loyalty (or lack their of) to the service provider.
40. Journeys help you frame not only your direct interactions with customers, but also the context of that journey among or within others. For example, the journey of becoming a library customer is a minor journey that supports greater journeys such as learning to read, getting a job, or many forms of self-actualization that the library can help customer achieve.
41. Journeys are composed of many moments. This storyboard is at one of my former clients, Airbnb. It illustrates the key moments for hosts as they interact with the service and their guests. This type of visualization is a best practice in service design. It’s role is for everyone involved in delivering the service to see how their work fits in the journey, what moments matter, and how one moment moves to the next.
42. Service design looks at these moments and frames how they are sequenced and orchestrated as an experience. This moment map is the Warby Parker journey of ordering glasses online. This journey is from selection to wearing the new glasses.
43. This moment here is a great example of innovation using service design. This is me showing Warby Parker how far apart my pupils are so they can make my lenses. This meant I didn’t have to go back to my optometrist.
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47. CHRIS
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51. Hi, everyone. Thanks for having me today. This talk is about service design, a relatively new field of design in the US. My goal is to share with you what it’s really about and the unique value it brings to service organizations like libraries.
52. Human-centered design is a big tent.
53. Learning people’s stories and their emotional journeys is a core method and a best practice many libraries are bringing into their work. Every customer has their unique story, and when you learn them, you find patterns that reveal ways to better service them.
54. Learning people’s stories and their emotional journeys is a core method and a best practice many libraries are bringing into their work. Every customer has their unique story, and when you learn them, you find patterns that reveal ways to better service them.
55. Learning people’s stories and their emotional journeys is a core method and a best practice many libraries are bringing into their work. Every customer has their unique story, and when you learn them, you find patterns that reveal ways to better service them.
56. Learning people’s stories and their emotional journeys is a core method and a best practice many libraries are bringing into their work. Every customer has their unique story, and when you learn them, you find patterns that reveal ways to better service them.
57. Learning people’s stories and their emotional journeys is a core method and a best practice many libraries are bringing into their work. Every customer has their unique story, and when you learn them, you find patterns that reveal ways to better service them.
58. Learning people’s stories and their emotional journeys is a core method and a best practice many libraries are bringing into their work. Every customer has their unique story, and when you learn them, you find patterns that reveal ways to better service them.
59. Learning people’s stories and their emotional journeys is a core method and a best practice many libraries are bringing into their work. Every customer has their unique story, and when you learn them, you find patterns that reveal ways to better service them.
60. Learning people’s stories and their emotional journeys is a core method and a best practice many libraries are bringing into their work. Every customer has their unique story, and when you learn them, you find patterns that reveal ways to better service them.
61. Learning people’s stories and their emotional journeys is a core method and a best practice many libraries are bringing into their work. Every customer has their unique story, and when you learn them, you find patterns that reveal ways to better service them.
62. So, the cart is a good example of design thinking and human-centered design, but it’s not what you are faced with everyday when you open the doors of the library.
63. It’s important to dream up new touchpoints for customers. But that’s just adding to to the myriad of things you offer your customers.
64. It’s important to dream up new touchpoints for customers. But that’s just adding to to the myriad of things you offer your customers.
65. It’s important to dream up new touchpoints for customers. But that’s just adding to to the myriad of things you offer your customers.
66. Service Design is not about creating new singular points. It’s about the constellations that guide your customers through beautiful service experiences and help learn, grow, and succeed in life. That’s the work you do.
67. Hi, everyone. Thanks for having me today. This talk is about service design, a relatively new field of design in the US. My goal is to share with you what it’s really about and the unique value it brings to service organizations like libraries.
68. Hi, everyone. Thanks for having me today. This talk is about service design, a relatively new field of design in the US. My goal is to share with you what it’s really about and the unique value it brings to service organizations like libraries.