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Service Design meets UX Design

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Keynote at UX Roundtable in Hamburg. 4.8.2014
Design. Kaum ein anderes Wort wird so häufig in verschiedenen Kontexten benutzt. Eine regelrechte Buzzword-Wüste ist in den letzten Jahren entstanden. User Centered Design, Empathy Design, Participatory Design, UX Design, Service Design etc. Und irgendwie dreht sich alles doch nur um eines: den Nutzer, seine Bedürfnisse und Erfahrungen.

Kennen wir – die Designer, die sich so nennen – eigentlich noch den Unterschied? Gibt es überhaupt einen?

Zurück in die Realität. Franziska trifft Stephanie (beide bei Immonet). Service Design trifft UX Design. Buzzwords. Sind es nur Buzzwords oder sind es wirklich zwei verschiedene Welten, die aufeinander prallen und nicht harmonisieren?

Wir sagen: „Shut up Buzzword Bingo!“. Es geht doch um den Nutzer. Oder?

Publié dans : Design
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Service Design meets UX Design

  1. 1. Moin.
  2. 2. Stephanie Weber UX Designer Dipl. - Grafik Designer, Specialist in Creation of Multimedia
  3. 3. Franziska Semer User Researcher MA Media & Design - Service Design, Dipl. Ing (FH)
  4. 4. Service Design meets UX Design
  5. 5. Service User Experience Customer Experience User Centered PRODUCT Interaction Participatory Co-Creation Research Thinking USABILITY Behavioral DESIGN
  6. 6. „One designs the interface of the experience, the other designs the service behind the product or organisation.“ (Oliver King - Engine)
  7. 7. Was ist was?
  8. 8. Service Design ! "When you have two coffee shops right next to each other, and each sells the exact same coffee at the exact same price, Service design is what makes you walk into one and not the other." ! (31 Volts Service Design, 2008)
  9. 9. UX Design ! "User Experience is not about good industrial design, multitouch, or fancy interfaces. (...) It is about creating an experience through a device." ! (Marc Hassenzahl, 2013)
  10. 10. SD UX
  11. 11. • 1 single touchpoint • creating digital product • more virtual • qualitative & quantitative • deep • clear deliverables • right technology • technician UX
  12. 12. • qualitative • more physical • facilitator • new business model • broad • creating holistic service approach • deliverables mostly strategy and concepts • multi-channel touch points SD
  13. 13. • experience • prototyping • co-creation • iterative • bigger picture • journeys UX SD
  14. 14. SD UX
  15. 15. 1 Mindset - Design Thinking. Analysis Observation Synthesis Ideation Prototyping Testing
  16. 16. Analysis © Immonet
  17. 17. Observation © Immonet
  18. 18. Qualitative Methoden © Immonet
  19. 19. Customer Journey Map © http://de.pinterest.com/pin/106679084898253949/
  20. 20. Synthesis © http://wallvan.com/puzzle-artistic-wallpaper.html
  21. 21. Customer Insight Map © http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/
  22. 22. Ideation © http://www.smartplanet.com/blog/decoding-design/why-brainstorming-doesnt-work-and-what-does/
  23. 23. Sketching © http://de.pinterest.com/pin/399061216955227703/
  24. 24. Prototyping © http://webdesign.tutsplus.com/de/articles/a-beginners-guide-to-wireframing--webdesign-7399
  25. 25. Testing © Immonet
  26. 26. SD UX
  27. 27. Scheiße. Das funktioniert ja wirklich!
  28. 28. 5 Principles • human-centred • co-creative • experience based • holistic • iterative
  29. 29. „UX Design & Service Design are practices that are perfectly in line with the Design Thinking Mindset. It’s about applying long known traditional design methods and processes in product design to more complex, abstract, interactive and intangible things.“ (Sylvain Cottong - integratedPlace)
  30. 30. SD UX Design Thinking
  31. 31. „UX professionals who are no longer feeling challenged by or content with the work that they’re currently doing and who aspire to do more are perfectly suited to designing great service experiences.“ ! (Laura Keller, uxmatters.com 06/2014)
  32. 32. Service User Experience Customer Experience User Centered PRODUCT Interaction Participatory Co-Creation Research Thinking USABILITY Behavioral DESIGN
  33. 33. Shut up Buzzword Bingo.
  34. 34. Wir sind alle Experience Designer.
  35. 35. In Hamburg sagt man Tschüss… und wir sagen Danke.
  36. 36. Was denkt ihr?
  37. 37. Bibliography Oliver King, 2011: „Service Design and User Experience: Same or Different?“ https://vimeo.com/23582440 31 Volts Service Design, 2008: cited in This is Service Design Thinking, Stickdorn & Schneider, 2010, p. 33). Marc Hassenzahl, 2013: User Experience and Experience Design. In: Soegaard, Mads and Dam, Rikke Friis (eds.). "The Encyclopedia of Human-Computer Interaction, 2nd Ed.". Aarhus, Denmark: The Interaction Design Foundation. Sylvain Cottong, 2009: „UX design, service design and design thinking“ http://de.slideshare.net/sylvain/uxdesign- service-design-design-thinking Laura Kelley, 2014: „Enabling a Career Shift from User Experience to Service Design“ Published: June 23, 2014 http://www.uxmatters.com/mt/archives/2014/06/ enabling-a-career-shift-from-user-experience-to-servicedesign. php#sthash.xgP2PWdf.dpuf

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