Will customer journeys be the trojan horse of design in customer experience and marketing?
“The customer’s journey, from behaviors before they’ve even opted in to your marketing messages, all the way through repeat purchases as a loyal buyer, is critical to not only initial marketing success, but also to generating long-term revenue from repeat customers. Below I highlight five critical stages in the customer journey and how you can leverage digital marketing technology to ensure you’re creating that awesome customer experience. “
(Ellen Valentine a.k.a. @EllenValentine ~ Silverpop)
Great to see Dirk taking on a very wicked problem.
“Why are you in UX? It probably isn’t to get rich. Yes, there is plenty of money in being a UX professional today. If you’re competent, you should be enjoying a very nice lifestyle. But we do this not for money–being on the business side would be far better at achieving that goal. We do it for creative reasons, expressive reasons, quality of life reasons, perhaps even altruistic reasons.”
(Dirk Knemeyer a.k.a. @dknemeyer ~ Boxes and Arrows)
Digital and physical encounters, the ingredients of compelling human experiences.
“UX professionals are accustomed to thinking about how people interact with digital user interfaces. Whether we’re designing a mobile application or a marketing Web site, it’s in our DNA to consider what would be the optimal experience for people. But digital user interfaces are not the only elements of an experience with which people interact. In services, people may also interact with each other, with processes, with communications, and with physical spaces, and it’s the responsibility of the service designer to understand their needs and create an optimal experience that considers all of these diverse elements. Plus, while the goal of a service designer is to think holistically about how these elements work together in a service experience, each element has its own discreet set of design considerations.”
(Laura Keller ~ UXmatters)
You can’t design your way out of the bits holistically.
“Service design is singularly centered on the human experience. We call it the end-to-end journey, but the service itself is something that is a collection of all the journeys that can be taken through it. The service that you design on top of is a big picture. Holistic is the word we use, but what does that even mean, and how do you look at something holistically and then approach it holistically?”
(Erik Flowers a.k.a. @Erik_UX ~ Hello Erik)
From journey to blueprint to touchpoint.
“With this post, we examine one of the primary tools of service design: the service blueprint. Today’s products and services are delivered through systems of touchpoints that cross channels and blend both digital and human interactions. The service blueprint is a diagram that allows designers to look beyond the product and pixels to examine the systems that bring a customer’s experience to life.”
(Lauren Chapman Ruiz a.k.a. @lchapmanruiz ~ ACM Interactions)
Services and design, a happy marriage.
“You may not believe in reincarnation, but Shelley Evenson has had three lives. She’s been an academic, consultant, and an interaction design guru. Prior to joining Fjord, she was a Research Manager in Design and User Experience at Facebook and a Principal User Experience Designer and Manager for Microsoft. She was also an Associate Professor in the School of Design at Carnegie Mellon University. Throughout these lives, she’s had two strong love affairs: one with education and the other with technology.”
(Shelley Evenson ~ Lean UX NYC)
You’ve been living under a rock if you haven’t notice the growth of the service design community. Or you’re not doing anything related to experience design.
“Service design is an extension of digital UX design. Most of today’s user experience work is done on some sort of digital device. It involves an application or web site. Solutions involve moving bits around on a display. (…) As UX professionals, we need the skills and techniques of service design in our toolkit. Acquiring them will push us beyond what’s familiar to us. And that’s a good thing.”
(Jared Spool a.k.a. @jmspool)
Visualizing complex processes supports shared understanding. But ambiguity increases with the visuals.
“Journey mapping brings understanding of what customers are feeling, thinking and doing at any given point in time when interacting with a service, and recognition of how that may change over time.”
(Chris Risdon a.k.a. @ChrisRisdon ~ Creative Blog)
Government must become the new hunting ground for UX designers, as well as Health and Education. Which is Government in the broadest sense.
“Governments around the world face a set of challenges that are highly complex and interconnected: education, health, social security, and transparency to name a few. Public institutions haven’t changed much in the last couple of centuries. Their architecture, practices, processes, platforms and communication streams have remained pretty much the same. We have 18th century institutions trying to deal with 21st century problems.”
Lots of paper gems from this upcoming design field.
“ServDes.2014 focused on how Service Design is contributing to ‘Service Futures’ and how it is developing as a field of research and practice. The conference considered how the concept and role of services have been developing in the recent decades and questioned how Service Design is evolving following a similar path. Starting from its initial focus on service interactions and experiences, Service Design research and practice have entered more strategic and transformational roles, dealing with issues of organisational change, system design, sustainability and social change, amongst others. The concept and applications of this design field is also expanding and required some collective considerations. The conference attracted 175 participants from 24 nationalities, of which 60 percent were academics and 40 percent were practitioners.”
(Service Design and Innovation Conference)
People following the evolution of the practice and discipline.
“To shift from doing digital UX design to doing service design, you need to be unremorsefully analytical and inquisitive. Questioning the value and the context of what you’re doing represents a great first step toward broadening the scope of your work.”
(Laura Keller a.k.a. @ServiceDesignLK ~ UX matters)
Next-up, interaction design thinking, visual design thinking and information design thinking. Design thinking in all of its incarnations.
“In the realm of user experience, disciplines and titles can take on different meanings. Determining buzzword jargon from actual, useful distinctions and processes is sometimes a bit tricky. The term Service Design has been with us for a while now. Some see it as just plain, good UX.”
(Marc Stickdorn a.k.a. @MrStickdorn ~ User Interface Engineering)
Complexity goes exponential with the IoT design challenge.
(Authors: Minna Wäljas, Katarina Segerstah, Kaisa Väänänen-Vainio-Mattila, Harri Oinas-Kukkonen)
A focus of service design on the service experience makes it the brother or sister of UX and CX in the Experience Design family.
“What happens when a service design project meets a hierarchical, divided company? You can design an amazing service, and yet at the end of the day, the organizations still has to deliver. A service design project that ignores organizational readiness is doomed to fail. How to move service projects forward in the face of such constraints? Service design usually means a change initiative. More than half of change initiatives fail to achieve their objectives. Most of these initiatives fail because they don’t adequately understand the organization’s culture and potential for resisting the change.”
(Dave Gray a.k.a. @davegray ~ Adaptive Path’s The Service Experience Conference 2013)
Great to see InfoDesign entering the territory of Service Design. We had to wait a while, but there it is.
“The use of wayfinding systems does not focus on aesthetics, but on the best ways of communicating key flows, barriers, and necessary improvements to stakeholders and clients, as well as to show opportunities to streamline experiences. Using the common framework of boxes and arrows just does’t do justice to the value that you can obtain from journey maps.”
(Shean Malik ~ UXmatters)
Cross-channels, omni-channels and trans-channels, all working in harmony to deliver great services.
“As services become more interconnected across channels and devices – and more importantly across time and space – it’s becoming increasingly important to find ways to gain insight about customers’ interactions with your product or service. Whether it’s an expanding digital product ecosystem, a cross-channel retail experience, or a complex, intangible service experience — how do we design experiences that unfold over time and through changing contexts?”
(Chris Risdon a.k.a. @chrisrisdon ~ From business to buttons 2014 videos)
Economic, technological and social trends force designers to do some deep reflective thinking on what they’re working on.
“Systemic design is not a design discipline (e.g. graphic or industrial design) but an orientation, a next-generation practice developed by necessity to advance design practices in systemic problems. As a strong practice of design, the ultimate aim is to co-design better policies, programs and service systems. The methods and principles enabling systemic design are drawn from many schools of thought, in both systems and design thinking. The objective of the systemic design project is to affirmatively integrate systems thinking and systems methods to guide human-centered design for complex, multi-system and multi-stakeholder services and programs.”
(Peter Jones a.k.a. @redesign)
Our current educational system at large requires outside-in thinking. Service design and its deliverables is a little step. A different mindset is needed.
“In this article (…), we explore the transformative power of viewing higher education and the student experience through a service lens and explain and provide an example of how service blueprinting, a simple but powerful service design technique, can be used to transform student experiences in higher education. Throughout, the strategic role of technology in transforming student experiences is emphasized.”
(Mary Jo Bitner, Amy Ostrom, and Kevin Burkhard ~ EDUCAUSE)
This used to be called use cases, user requirements or task flows. With Agile, everything that has been done before need new labels. The semantics stays the same.
“User stories are an essential part of the agile toolkit. They’re a way of organizing your work into manageable chunks that create tangible value, and can be discussed and prioritized independently.”
(Government Service Design Manual)
Galaxies and Copernicus, doesn’t that ring a bell.
“So with three different starting points – UX from product development, service design from service delivery, and customer experience from marketing and customer support – we’ve all arrived at the same place: the realization that by consciously crafting the experiences people have with those products, services, or organizations, we can help those people be more successful and find more satisfaction. Oh yeah, and it’s good for business too.”
(Jesse James Garrett a.k.a. @jjg ~ Adaptive Path)