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Dalla User Experience al Service Design

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Il design della User Experience si riferisce all'interazione tra la persona e un singolo touchpoint, generalmente digitale. Ma cosa succede quando i touchpoint diventano molti e necessitano di un'orchestrazione comune? Più aumenta la complessità, più si rende necessario spostare la progettazione a livello di sistema, in altre parole fare Service Design. Scopriremo insieme come si evolvono gli strumenti per passare dalla progettazione di un singolo touchpoint a quella di un sistema complesso.

Francesca Tassistro
Experience Design Global Lead

Publié dans : Marketing
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Dalla User Experience al Service Design

  1. 1. Main PartnerORGANIZZATO da CONTENTMARKETINGisthestrategicmarketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. - Content Marketing Institute “ “ CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Dalla User Experience
 al Service Design FRANCESCA TASSISTRO • AVANADE
  2. 2. Avanade Confidential – Do Not Copy, Forward or Circulate – © Copyright Avanade Inc. All Rights Reserved. 2 I invented the term because I thought human interface and usability were too narrow. I wanted to cover all aspects of the person’s experience with the system including industrial design graphics, the interface, the physical interaction and the manual. Photo credits: 
 https://www.flickr.com/photos/uxlx/5733370314
  3. 3. Main PartnerORGANIZZATO da User Experience UX is a concept still in evolution
 Lallemand, Gronier e Koenig - 2015 #1
  4. 4. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Experience (or UX) is what remains after the use of a digital or physical artefact. Experience Happens With or Without Design
  5. 5. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Experience (or UX) Design is a discipline aimed to intentionally design for a certain experience.
  6. 6. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 What does UX actually mean? The various UX roles that a person can fulfill are plentiful. Some are whole jobs, some whole careers; others are tactical roles we all move in and out of. What so many UX designers would like you to remember is that UX is not just UI design. Field research Face to face interviewing Creation of user tests Gathering and organizing statistics Creating personas Product design Feature writing Requirement writing Graphic arts Interaction design Information architecture Usability Prototyping Interface layout Interface design Visual design Taxonomy creation Terminology creation Copywriting Presenting and speaking Working tightly with programmers Brainstorm coordination Design culture evangelism Field research Face to face interviewing Creation of user tests Gathering and organizing statistics Creating personas Product design Feature writing Requirement writing Graphic arts Interaction design Information architecture Usability Prototyping Interface layout Interface design Visual design Taxonomy creation Terminology creation Copywriting Presenting and speaking Working tightly with programmers Brainstorm coordination Design culture evangelism HOW UX WANTS TO BE SEEN HOW UX IS TYPICALLY SEEN “UX is the intangible design of a strategy that brings us to a solution.” Get your print or web copy of this poster at www.uxisnotui.com helloerik.com/ux-is-not-uiAn offshoot of @Erik_UX UX
 IS NOT UI…
  7. 7. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 UX IS NOT USABILITY… USER EXPERIENCE USABILITY
  8. 8. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 UX IS MUCH MORE COMPLEX Dan Saffer - Designing Interactions
  9. 9. Main PartnerORGANIZZATO da User Experience Approach The steps of the human-centred approach #2
  10. 10. Let’s imagine we want to create a website to manage medical reports WEBSITE
  11. 11. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 LEARN DEFINE DESIGN BUILD MEASURE
  12. 12. Main PartnerORGANIZZATO da Learn #2.1
  13. 13. ©2017 Avanade Inc. All Rights Reserved. Design Research is the art of investigating people and environments. BASEMilano30ott2018
  14. 14. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 What People Say What People Do Qualitative Quantitative Interviews Focus-Groups Contextual Inquiries Surveys AnalyticsUsability Tests Ethnography DESIGN RESEARCH BASEMilano30ott2018
  15. 15. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 What People Say What People Do Qualitative Quantitative Interviews Focus-Groups Contextual Inquiries Quick Hits Friendship Groups Unfocus Groups Surveys AnalyticsUsability Tests Ethnography Immersion Journeys Guerrilla User Tests DESIGN RESEARCH BASEMilano30ott2018
  16. 16. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da SEARCH FOR MEANING During Learn we are not trying to generate new knowledge, test a theory, or validate a scientific hypothesis. The goal here is to translate observations into insights and insights into solutions. I.e. Patients mainly use smartphones.
  17. 17. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da SHARE INSPIRING STORIES Share what you learned from your research as stories, not just general statements. This will create common knowledge that your team can use to imagine opportunities and ideas. DEVICES USED DAILY TASKS Julia THE SOLOIST «I have to plan everything I do in good time for not being overwhelmed by deadlines and family needs». Zieliński LET’S MEET JULIA Julia is a senior analyst in the PMI Finance department. She works on budgeting and reporting area, where she has to collect, prepare, analyse and control timely financial scenarios in order to support the business in defining, optimizing and monitoring its financial resources. Julia is officially located in Krakow office but on 2013 she is carrying out an STA assignment at the Operation Centre DLausanneF to improve her budgeting & reporting skills. She moved from Poland on September 2013 with her family. The international assignment lasts for about 18 months and at the beginning of 2015 she is going back to her old job in Krakow, more expert. HER GOALS •  Get the most from the STA experience to bring back good practices on her own country; •  Grow and nurture her network inside the company and establish relevant job relationships for her career. IW CAN HELP HER… •  Connect with relevant people in global functions and affiliates too. •  Improve her strategy and decision making skills. •  Be more efficient and better manage her working time and leisure. COLLABORATION N° OF PEOPLE: few people; few project managers, 3 finance staffs and some affiliates. TYPE : closed group, mostly oneL toL one. APPROACH TO WORK TYPE: Soloist ATTITUDES LEARNING OF TOOLS: She learns by practice: day by day, on her job. INFORMATION DISCOVERY : She mostly uses Intranet home page to discover info about the company and colleagues. TOOLS TOOLS USED: 3L5. She uses specific finance applications and basic communication tools. EXPERTISE: She’s an expert of finance apps; quite novice for tools used seldom.100% 0% 0% PERSONA’S DNA Role: Senior Budget and Reporting Analyst Location: Lausanne Age: 27 years old Status: Single. She lives with her child Alex and her sister Anna DPolishF. 15 50 15 65 Meetings Troubleshooting Managing people Reporting Performing
  18. 18. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da MAKE INSIGHTS ACTIONABLE Insights only become valuable when you can act on them as inspiring opportunities for the “Define” phase. I.e. Download the medical reports is crucial for patients.
  19. 19. Main PartnerORGANIZZATO da Define #2.2
  20. 20. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da INTERACTION PRINCIPLES High-level guidelines for designing interactive experiences. I.e. Make the patients’ life easier
  21. 21. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da CONCEPT THE BIG IDEA, REPRESENTED
  22. 22. Main PartnerORGANIZZATO da Design #2.3
  23. 23. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da INFORMATION ARCHITECTURE Clarifies information hierarchy
  24. 24. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da PROTOTYPE Anything tangible that lets us explore an idea, evaluate it, and push it forward is a prototype.
  25. 25. Main PartnerORGANIZZATO da Build #2.4
  26. 26. ©2017 Avanade Inc. All Rights Reserved. Innovation is a good idea, executed well. BASEMilano30ott2018
  27. 27. Main PartnerORGANIZZATO da Measure #2.5
  28. 28. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 What People Say What People Do Qualitative Quantitative Interviews Focus-Groups Contextual Inquiries Quick Hits Friendship Groups Unfocus Groups Surveys AnalyticsUsability Tests Ethnography Immersion Journeys Guerrilla User Tests DESIGN RESEARCH BASEMilano30ott2018
  29. 29. Website to manage medical reports = 1 Touchpoint
  30. 30. What happens if we have more than one touchpoint?
  31. 31. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da From the Experience between person and single touchpoint, usually a digital product
  32. 32. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da We move toward an orchestrated experience among all parts of the service, from people to objects to places to interfaces
  33. 33. Main PartnerORGANIZZATO da Service Design Approach The steps are the same? #3
  34. 34. Let’s imagine we want to improve the overall hospital experience WEBSITE SURGEON LETTER CALL
 CENTER ENTRANCE
 HALL WALKING
 ROUTES
  35. 35. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da SERVICE DESIGN Service design applies design methods and craft to the definition and orchestration of service experiences. Examines the products, communications, interactions, operations, culture, and structure of an organization for impact on service experience.
  36. 36. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 LEARN DEFINE DESIGN BUILD MEASURE WHAT’S THE DIFFERENCE?
  37. 37. Main PartnerORGANIZZATO da Learn #3.1
  38. 38. ©2017 Avanade Inc. All Rights Reserved. A sample of patients wore heart-rate meters and accelerometers during their visit to the hospital. BASEMilano30ott2018
  39. 39. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da PERSONAS Four personas were drawn up: ‘the docile patient’, ‘the dependent patient’, ‘the pragmatic patient’ and ‘the assertive patient’. Each of the four categories of patient requires a different approach by the hospital. DEVICES USED DAILY TASKS Julia THE SOLOIST «I have to plan everything I do in good time for not being overwhelmed by deadlines and family needs». Zieliński LET’S MEET JULIA Julia is a senior analyst in the PMI Finance department. She works on budgeting and reporting area, where she has to collect, prepare, analyse and control timely financial scenarios in order to support the business in defining, optimizing and monitoring its financial resources. Julia is officially located in Krakow office but on 2013 she is carrying out an STA assignment at the Operation Centre DLausanneF to improve her budgeting & reporting skills. She moved from Poland on September 2013 with her family. The international assignment lasts for about 18 months and at the beginning of 2015 she is going back to her old job in Krakow, more expert. HER GOALS •  Get the most from the STA experience to bring back good practices on her own country; •  Grow and nurture her network inside the company and establish relevant job relationships for her career. IW CAN HELP HER… •  Connect with relevant people in global functions and affiliates too. •  Improve her strategy and decision making skills. •  Be more efficient and better manage her working time and leisure. COLLABORATION N° OF PEOPLE: few people; few project managers, 3 finance staffs and some affiliates. TYPE : closed group, mostly oneL toL one. APPROACH TO WORK TYPE: Soloist ATTITUDES LEARNING OF TOOLS: She learns by practice: day by day, on her job. INFORMATION DISCOVERY : She mostly uses Intranet home page to discover info about the company and colleagues. TOOLS TOOLS USED: 3L5. She uses specific finance applications and basic communication tools. EXPERTISE: She’s an expert of finance apps; quite novice for tools used seldom.100% 0% 0% PERSONA’S DNA Role: Senior Budget and Reporting Analyst Location: Lausanne Age: 27 years old Status: Single. She lives with her child Alex and her sister Anna DPolishF. 15 50 15 65 Meetings Troubleshooting Managing people Reporting Performing
  40. 40. Main PartnerORGANIZZATO da Define #3.2
  41. 41. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da SERVICE BLUEPRINT Describes the characteristics of the service in enough detail to verify, implement, and maintain it.
  42. 42. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da SERVICE PRINCIPLES Guidelines for improving the service to the patient and the other visitors.
  43. 43. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da SERVICE CONCEPTS AND SCENARIOS
  44. 44. Main PartnerORGANIZZATO da Design #3.3
  45. 45. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da SERVICE PROTOTYPING Hand sketches on an iPad for a new ticket machine. It’s important to design the links between touchpoints with the same care as the touchpoint itself. 

  46. 46. Main PartnerORGANIZZATO da Build #3.4
  47. 47. Most services involve implementing organisational changes and a complex infrastructure redesign
  48. 48. Main PartnerORGANIZZATO da Measure #3.5
  49. 49. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da Service Blueprint as an operational tool to analyze where costs and revenue occur
  50. 50. Main PartnerORGANIZZATO da So What?
  51. 51. If we want to deliver great experiences across different touchpoints, it’s better to broaden the perspective and design an overall service
  52. 52. Service design is about designing with people and not just for them.
  53. 53. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da “People” does not just mean customers or users, it also means the people working to provide the service, often called frontline, front-of-house, or customer- facing staff.
  54. 54. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da FRANCESCA TASSISTRO TWITTER @lamagacirce LINKEDIN www.linkedin.com/in/ftassistro/ Grazie!

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