Uxtalk - Service Design

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  • Service Experience Design

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  • Hiroyuki Shibata

    Working asA User Experience DesignerFor Yahoo! JPIn charge of Platforms

    Introduction

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  • 1. What is Service Ex Design?

    2. The principle of Service Ex Design

    3. The necessary tips for Service Ex Design

    4. The process & Tasks

    5. What Yahoo! JP is doing with Service Ex Design

    6. The other information

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  • 1. What is service design?

    Service design is the application of established design process and skills to the development of services. It is a creative and practical way to improve existing services and innovate new ones.

    LIVE|WORK

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  • 2. The principle of service design

    USER-CENTEREDService should be experienced through the customers eyes.

    CO-CREATIVEAll stakeholders should be included in the service design process.

    SEQUENCINGThe service should be visualized as a sequence of interrelated actions.

    EVIDENCINGIntangible services should be visualized in terms of physical artifacts.

    HOLISTICThe entire environment of a service should be considered.

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  • 3. The necessary tips for service design

    Iterative process

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  • E x p l o r e

    C r e a t i o n

    R e f l e c t i o n

    I m p l e m e n t a t i o n

    I t e r a t i v e p r o c e s s

    Aims to put the customer at the centre of its process.Reserch & Analyze, hypothesis.

    One of the main features of service design thinkingis that this approach is not about avoiding mistakes, but rather to explore as many possible mistakes.Concept design. Prototyping & feedback.

    Ideally, everyone should contribute to the prototyping of certain service moments and therefore have a clear vision of the concept. Improved processes & deliverrables.

    Stakeholder mapService safariShadowingCustomer journey mapContextual InterviewTHE 5 WAYSCULTURAL PROBESMobile ethnographyA day in the lifeExpected MapPersona

    IdeationWHAT IF...Design scenarioStory boardDesktop walkthroughService prototypeService stagingAgilesCocreation

    E x p l o r e C r e a t i o n & R e f l e c t i o n

    Story tellingService blueprintService roleplayCustomer life service mapBusiness model canvas

    I m p l e m e n t a t i o n

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  • 3. The necessary tips for service design

    The W diamond

    Deliver

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  • 3. The necessary tips for service design

    Think about Business model and marketing

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  • 4. The process & Tasks

    E x p l o r e

    C r e a t i o n

    R e f l e c t i o n

    I m p l e m e n t a t i o n

    I t e r a t i v e p r o c e s s

    Aims to put the customer at the centre of its process.Reserch & Analyze, hypothesis.

    One of the main features of service design thinkingis that this approach is not about avoiding mistakes, but rather to explore as many possible mistakes.Concept design. Prototyping & feedback.

    Ideally, everyone should contribute to the prototyping of certain service moments and therefore have a clear vision of the concept. Improved processes & deliverrables.

    Stakeholder mapService safariShadowingCustomer journey mapContextual InterviewTHE 5 WAYSCULTURAL PROBESMobile ethnographyA day in the lifeExpected MapPersona

    IdeationWHAT IF...Design scenarioStory boardDesktop walkthroughService prototypeService stagingAgilesCocreation

    E x p l o r e C r e a t i o n & R e f l e c t i o n

    Story tellingService blueprintService roleplayCustomer life service mapBusiness model canvas

    I m p l e m e n t a t i o n

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  • 4. The process & Taskshttp://www.servicedesigntools.org/sites/default/files/res_images/TASK_GRID.jpg

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    http://www.servicedesigntools.org/sites/default/files/res_images/TASK_GRID.jpghttp://www.servicedesigntools.org/sites/default/files/res_images/TASK_GRID.jpg

  • 4. The process & Taskshttp://www.servicedesigntools.org/sites/default/files/res_images/STORYBOARD_02.jpg

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    http://www.servicedesigntools.org/sites/default/files/res_images/STORYBOARD_02.jpghttp://www.servicedesigntools.org/sites/default/files/res_images/STORYBOARD_02.jpg

  • 5. What Yahoo! is JP doing with Service Ex Design

    Yahoo news http://bylines.news.yahoo.co.jp/

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    http://bylines.news.yahoo.co.jp/http://bylines.news.yahoo.co.jp/

  • BCPF - Making customer journey map for adverts agent

    Concept

    Service Design Stakeholder mapContextualInquiry

    Work model AnalyCustomerJourneyMap

    ServiceBulePrint

    Persona

    Vision

    Discover Define Develop Deliver

    4 5 6 7 8 9 10

    Concept Work

    Vision workTrulyGoal

    Decisionservice

    Tangibleservice

    service

    5. What Yahoo! is JP doing with Service Ex Design

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  • STAGES

    BCPF - Custormer Journey Map (2013Q2) [ 20 ]

    ACTION

    THINKING

    EXPERIENCE

    OPPORTUNITY

    DOING

    - - - - -

    - etc-

    - -

    BID- BID-

    BCPF

    BID

    - - - - - - BID

    - - -

    -

    BID

    ID

    ID (

    BID BID BID

    BID

    BID

    BID

    BID/PW

    BID

    BID

    YID

    PC

    ( )

    BID

    Google

    1 BID

    BID

    BID

    BID

    insight of persona

    11

    10

    11

    11 12

    13

    12

    1

    5 9

    8

    9

    83

    5

    6

    1

    1

    2

    2

    3

    4

    5

    6

    7

    8 9

    10

    11

    12

    13

    14

    BID

    BID

    BID BID

    BID

    BID

    BID BID

    13

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  • Mapping the Journey - Experience Beyond the Screen

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    http://www.slideshare.net/jaminhegeman/mapping-the-journey-experience-beyond-the-screenhttp://www.slideshare.net/jaminhegeman/mapping-the-journey-experience-beyond-the-screen

  • 6. Other good information

    IDEO human-centered tool kithttp://www.ideo.com/work/human-centered-design-toolkit/

    Service design thinkinghttp://thisisservicedesignthinking.com/

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    http://www.ideo.com/work/human-centered-design-toolkit/http://www.ideo.com/work/human-centered-design-toolkit/http://thisisservicedesignthinking.com/http://thisisservicedesignthinking.com/

  • Thank you

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