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Deep Service Design

LibUX
April 05, 2017

Deep Service Design

I presented the seminar-style "Deep Service Design" at Designing For Digital in April, 2017, where I both tried to introduce service design and a takeaway practice that included three approaches -- jobs to be done, the Kano model, and the service blueprint -- as well as try to rationalize service design with user experience design.

LibUX

April 05, 2017
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  1. I will argue that the status of service design and

    its impact as a professional field is impacted by the absence of a single consistent definition of the area, while the spread of professional practices and the varied backgrounds and training of its practitioners. — Jess Leitch
  2. #LibUX Service design is an emerging field focused on the

    creation of well thought through experiences using a combination of intangible and tangible mediums. — The Copenhagen Institute of Interaction Design, 2008
  3. #LibUX Service design is a user centered approach to designing

    products and services, aiming to give the user a unique and memorable experience as well as optimizing business processes. — Amiz Azipoor,
  4. #LibUX Service design is a holistic, co-creative, and user-centered approach

    to understanding customer behavior for the creation or refining of services. — Joe Marquez and Annie Downey
  5. The user experience is the measure of your end-user’s interaction

    with your library: its brand, its product, and its services.
  6. The user experience is the measure of your end-user’s interaction

    with your library: its brand, its product, and its services.
  7. The user experience is the measure of your end-user’s interaction

    with your library: its brand, its product, and its services. User experience design describes the use of tools, techniques, and the creative application of behavioral knowledge about users to improve that user experience.
  8. #LibUX In a model where the user experience is a

    success metric, and user experience design describes the use of tools, techniques, and the application of behavioral knowledge to improve that metric, then the service design — concerned with the systems that underlie a service as its performed — determines the potential impact UXD can have on that score.
  9. service designers design services to improve user experience what we

    do it for what we do they won’t ever admit this but
  10. When 
 I want to so I can 
 I

    see an opportunity to make a part of our service better
  11. When 
 I want to so I can 
 I

    see an opportunity to make a part of our service better design the shit out of it
  12. When 
 I want to so I can 
 I

    see an opportunity to make a part of our service better design the shit out of it make the UX better!
  13. When 
 I want to so I can 
 [situation]

    [motivation] [expected outcome]
  14. As a 
 I want to so I can 


    [persona] [action]
  15. As a 
 I want to so I can 


    [persona] [action] [expected outcome]
  16. As a 
 I want to so I can 


    YOUNG DAD SEE UPCOMING EVENTS
  17. As a 
 I want to so I can 


    YOUNG DAD SEE UPCOMING EVENTS ENTERTAIN AND EDUCATE THE KIDDO
  18. When 
 I want to so I can 
 I

    am planning my trip to the library
  19. When 
 I want to so I can 
 I

    am planning my trip to the library see upcoming events, exhibits, and programs
  20. When 
 I want to so I can 
 I

    am planning my trip to the library see upcoming events, exhibits, and programs prepare and time my trip properly
  21. The Jobs-to-be-Done framework focus on uncovering the functional, emotional, and

    social circumstances that influence the users’ decision making process when they switch from one service to another. Jobs to be Done
  22. First Thought The JTBD Timeline Passive Looking Event #1 Active

    Looking Event #2 Deciding Buying Experiencing Satisfaction
  23. First Thought The JTBD Timeline Passive Looking Event #1 Active

    Looking Event #2 Deciding Buying Experiencing Satisfaction
  24. Kano substantiated in a 900-person study that customers responded to

    features in five different ways. These, as our model takes shape, can be largely represented as curves across the quadrants we see emerge from behind the axes. Emotional response types
  25. Kano created a reliable and really quite straightforward method for

    measuring users’ reactions to the presence of a feature. There is some amount of footwork involved for library staff tasked with performing administering the survey, but the ease of the methodology makes this model is a real convenience. Measuring responses
  26. How would you feel if it weren’t? I like it

    I expect it I am neutral I can tolerate it
  27. How would you feel if it weren’t? I like it

    I expect it I am neutral I can tolerate it I dislike it