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Mind the gaps—designing multichannel service experiences for real people

0f6ccdd935ce93750fcc527764c7abfc?s=47 Andy Polaine
November 21, 2014

Mind the gaps—designing multichannel service experiences for real people

My presentation from Interaction South America 2014 - Buenos Aires


Andy Polaine

November 21, 2014


  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

  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

  5. Especially when this happens

  6. Or this - home-brew UX Image Source: Rick Dolishny on

  7. Services are not products


  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

  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:

  15. Nice touchpoint, shame about the rest of the 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:

  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


  26. None
  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


  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

  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

  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:

  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