Mind the gaps—designing multichannel service experiences for real people

My presentation from Interaction South America 2014 - Buenos Aires

Transcript

1. Interaction14 South America El evento de Diseño de Interacción y Experiencia de Usuario más importante de Latinoamérica. B U E N O S A I R E S Mind the gaps Designing multichannel service experiences for real people Andy Polaine @apolaine
2. Image source: Smithsonian's Cooper-Hewitt, National Design Museum Start with the people
3. "The thing that was really important was what was happening between me and the software on the screen.” Bill Moggridge on the GRiD Compass Computer Image source: Smithsonian's Cooper-Hewitt, National Design Museum
4. Great screen UX design doesn’t help much if it’s always different
5. Especially when this happens
6. Or this - home-brew UX Image Source: Rick Dolishny on Flickr
7. Services are not products
8. SERVICES ARE MULTICHANNEL a TIME-BASED
9. ThirdParty™ Mobile People Products Marketing Other Services Print Web Services are ecosystems - every part affects the whole People A transitions are crucial to the experience
10. Image source: Information Architects There is no shortage of channels
11. Mind the gaps
12. Service gaps – Lavrans flying to New York with his family
13. Website-Call Center Gap Website-System Error Gap Website-Call Center Gap Husband-Wife Expectation Gap Call Center Staff-Check-In Staff Gap Boarding Staff-Computer System Gap The human service element finally wins
14. Cracks can accumulate to form an experience crevasse Image source: http://www.summitpost.org/jeff-jumping-crevasse-dc-route-july-8-2006/207527
15. Nice touchpoint, shame about the rest of the experience
16. CRAFT A HUMAN EXPERIENCE ACROSS CHANNELS, NOT A “USER” EXPERIENCE
17. Everything is a microinteraction
18. Some touchpoints are thought through and branded
19. Some touchpoints “just happen”
20. If you don’t design it, somebody else will Image source: http://www.flickr.com/photos/atoach/
21. If you don’t provide communication channels, somebody else will
22. If you don’t provide communication channels, somebody else will
23. Image Sources: Andy Polaine. London/RoW: Stefan Kellner How do the individual experiences join up to make a whole?
24. Frustrations are as much about inaction as action
25. UNDERSTANDING PEOPLE,
    RELATIONSHIPS a UNDERLYING MOTIVATIONS
27. People are not trying to be a professional Amazon.com user
28. Find the underlying motivation and human experience Image source: Flickr user Jon Large
29. Interaction with backstage people, services & systems Image source: http://www.materialiste.com/culture/inside-amazon
30. Third party services affect the experience too
31. SOME GUIDING PRINCIPLES
32. Design for needs, not wants
33. Understand trust — it’s delicate, but potent
34. Avoid demographic personas. Go for behaviours/actions instead. Jane, 32, lawyer. Loves her BMW, reads the Financial Times, lives in Notting Hill, London. Has a boyfriend, but no children yet and wants to get ahead in her career first.. Likes the good things in life, needs information fast, is constantly connected on her iPhone and iPad. Watches Homeland in the evening with a bottle of Australian Cabernet Sauvignon. Fake photo. I made this up.
35. Design with people versus for people Image source: live|work
36. Be personal, human and authentic
37. Understand and stay on the customer’s preferred channel
38. Align service delivery with customer expectations (and don’t falsely raise them)
39. Look for unintended (non-)design. What is a “flat land toda”?
40. Look for unintended (non-)design. What is a “flat land toda”?
41. Fails are the great lost touchpoint opportunity. Design them!
42. Say sorry - apologies matter to people Image source: michael_davies on Flickr
43. Actions speak louder than words…
44. …because small acts make a difference Image source: www.damnyouautocrrect.com Image source: CC Licence by Joshua Smith on Flickr
45. Define the tone of voice with the details
46. Look for opportunities to demonstrate empathy A BIT MORE
47. It shows that you are human too, not just a corporation
48. Take care designing your touchpoints
49. But be aware of the context in which they will be experienced
50. Iterate prototypes and test the service touchpoints in real life with real people Image source: live|work
51. Run pilot projects to bridge design, experience & business case Image source: live|work
52. Remember people’s lives exist in a broader context, not just on screens Image source: http://consumeconsume.com/post/13272453418
53. Life is messy and technology doesn’t always help Image source: www.damnyouautocrrect.com
54. ¡MUCHAS GRACIAS! andy@polaine.com @apolaine www.polaine.com 2 I co-wrote this! Use POLAINE for 20% off here: http://www.rosenfeldmedia.com/ SERVICE DESIGN From Insight to Implementation by ANDY POLAINE, LAVRANS LØVLIE, and BEN REASON foreword by John Thackara SERVICE DESIGN by POLAINE, LØVLIE, and REASON
55. No deje de completar su evaluación online isa.ixda.org/encuesta ¡Muchas gracias! Interaction14 South America B U E N O S A I R E S Mind the gaps – Designing multichannel service experiences for real people Andy Polaine