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Transforming Insights Into Services

Transforming Insights Into Services

Keynote given at UXLib on 18 March 2015. Full description will follow.

Paul Jervis Heath

March 18, 2015
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  1. MODERN HUMAN
    TRANSFORMING INSIGHTS
    INTO SERVICES
    UXLib: UX in Libraries

    Cambridge, Wednesday 18 March 2015 MODERN HUMAN

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  2. MODERN HUMAN
    MODERN HUMAN
    Imagine what’s next…
    We’re a boutique design practice and innovation
    consultancy that specialises in imagining
    disruptive new products, services and experiences
    then making them a reality.
    @modhuman #uxlibs

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  3. What is design thinking?
    MODERN HUMAN
    @modhuman #uxlibs

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  4. MODERN HUMAN
    IMMERSE
    IMAGINE
    INVENT
    INSPIRE
    design research
    service development
    divergent thinking
    analysis & storytelling
    concepting
    divergent thinking
    convergent
    thinking
    convergent thinking
    @modhuman #uxlibs

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  5. Architects vs. scientists:
    How designers think
    MODERN HUMAN
    @modhuman #uxlibs

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  6. MODERN HUMAN
    “Service design is all about making the service you deliver
    useful, usable, efficient, effective and desirable.”
    – The Design Council
    @modhuman #uxlibs

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  7. MODERN HUMAN
    INDIFFERENCE
    USABLE
    (Hygiene Factors)
    DESIRABLE
    (Differentiators)
    Understandable
    Efficient
    Useful
    Compelling
    Indispensable
    ADVOCACY
    @modhuman #uxlibs

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  8. MODERN HUMAN
    “It’s not intangible or about the feeling you give
    customers or users. It's about actual things, which service
    designers might call touchpoints.”
    – The Design Council
    @modhuman #uxlibs

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  9. MODERN HUMAN
    SERVICE
    LOCATION
    DEVICE SOCIALITY
    ENVIRONMENT
    @modhuman #uxlibs

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  10. MODERN HUMAN
    Touchpoint
    A point of interaction between a person and any agent or
    artefact of an organisation. These interactions take place at a
    certain point in time, in a certain context, and with the
    intention of meeting a specific customer need.
    @modhuman #uxlibs

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  11. MODERN HUMAN
    Channel
    A medium of interaction with customers or users. Print, the web,
    mobile, voice calls, and bricks & mortar locations are all
    common channels for reaching out to and interacting with
    customers. A channel defines the opportunities or constraints of
    a touchpoint.
    @modhuman #uxlibs

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  12. MODERN HUMAN
    There’s no such thing as the eureka
    moment. Good ideas are hard work.
    @modhuman #uxlibs

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  13. MODERN HUMAN
    @modhuman #uxlibs

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  14. MODERN HUMAN
    EARLY ADOPTER EARLY MAJORITY LATE MAJORITY LAGGARDS
    Adapted from:
    Diffusion of Innovations, Everett M Rogers. (1962).
    Crossing the Chasm, Geoffrey Moore. (1991).
    @modhuman #uxlibs

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  15. MODERN HUMAN
    WORKAROUNDS
    Quick, seemingly
    efficient solutions that
    address the symptoms
    of a problem not the
    root cause.
    VALUES
    People’s values play an
    important role in their
    motivations.
    What do they value?
    What’s important to
    them?
    What’s not?
    INERTIA
    Situations in which
    customers act out of
    habit.
    How can you leverage
    or break that inertia?
    SHOULD VS WANT
    People struggle with
    the tension between
    things they crave in the
    moment and things
    they know are good for
    them in the long term.
    How can you help
    people move from
    where they are to
    where they want to be?
    What are we looking for?
    @modhuman #uxlibs

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  16. MODERN HUMAN
    Post fieldwork
    Tell stories, identify themes
    MODERN HUMAN
    @modhuman #uxlibs

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  17. MODERN HUMAN
    _ Close your laptop and tell stories. It makes the most of our human capacity
    for spotting patterns in narratives.
    _ As you talk have someone else write each observation on a sticky note. Print
    out all the photos you took.
    _ Build an insight board of all of the post-its and photos.
    _ Affinity Sort: organise it into themes. Code your observations. This all lays the
    groundwork for recognising insights.
    _ Observations are raw data. Insights are the interpretation of patterns in your
    observations.
    What did you find out?
    @modhuman #uxlibs

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  18. MODERN HUMAN
    _ Don’t try and think about everything at once. Find a good place to start.
    _ Don’t focus on the obvious. There’s a risk that you just confirm your own
    preconceptions and prejudices.
    _ Start with unexpected observations.
    _ Why is this a pattern? Why is it unexpected? Why is it meaningful?
    Look for the unexpected and ask why?
    @modhuman #uxlibs

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  19. USE AN IMAGE THAT SUPPORTS
    THE POINT YOU WANT TO MAKE
    AND WRITE A STATEMENT UP TO
    3 LINES LONG.
    “The reason there are still sharks
    around is that sharks are better at
    being sharks than anything else is.”
    – Douglas Adams, author of hitchhikers guide to the galaxy.
    MODERN HUMAN
    @modhuman #uxlibs

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  20. MODERN HUMAN
    _ Intuitive
    _ Not obvious
    _ Generative
    _ Sticky
    A good insight is…
    @modhuman #uxlibs

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  21. MODERN HUMAN
    Applying frameworks
    Turning insights into models
    MODERN HUMAN
    @modhuman #uxlibs

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  22. MODERN HUMAN
    @modhuman #uxlibs
    department
    college
    supermarket
    solo or collaborative medium
    of discourse
    transparency
    necessity of external
    funding
    source of funding
    pace

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  23. MODERN HUMAN
    Moving to design
    Turning insights into new products and services
    MODERN HUMAN
    @modhuman #uxlibs

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  24. MODERN HUMAN
    Brainstorming is no way to solve really
    difficult problems or invent new products,
    services or experiences.
    @modhuman #uxlibs

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  25. MODERN HUMAN
    Quantity of ideas people come
    up with in a brainstorm
    Quantity of ideas people come
    up when working alone
    x2
    Source:
    Does Group Participation When Using Brainstorming Facilitate or Inhibit Creative
    Thinking? Administrative Science Quarterly. Taylor, Berry & Block, 1958.
    @modhuman #uxlibs

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  26. MODERN HUMAN
    Using traditional
    brainstorming
    When encouraged to
    discuss and critique
    each others ideas
    +20%
    Source:
    The "Rules" of Brainstorming: An Impediment to Creativity? IRLE Working Paper
    No. 167-08. Feinberg, Nemeth, 2008.
    @modhuman #uxlibs

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  27. MODERN HUMAN
    “You can discover more about a person in an hour of play
    than in a year of conversation.”
    – Plato: Greek philosopher, mathematician & student of Socrates
    @modhuman #uxlibs

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  28. MODERN HUMAN
    ROLE
    LOOK & FEEL
    IM
    PLEM
    ENTATION
    INTEGRATION
    @modhuman #uxlibs

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  29. MODERN HUMAN
    Source:
    The future of prototyping is now live.
    David Aycan and Paolo Lorenzoni, Harvard Business Review.
    What are the
    different ways
    we could solve
    this problem?
    Does our
    solution
    resonate in the
    marketplace?
    PURPOSE
    Can the
    problem be
    solved this
    way?
    Early to explore
    options and
    midway to explore
    way to deliver
    specific features
    Once an
    opportunity area
    has been identified
    to explore market
    appeal
    WHEN
    After functionality
    has been identified
    but before means
    is determined.
    Low
    Just enough to
    appear real in
    the
    marketplace
    FIDELITY
    High enough
    to prove
    feasibility
    RAPID PROTOTYPING LIVE PROTOTYPING
    TECHNICAL
    PROTOTYPING
    Are the economics
    attractive enough
    to justify scaling?
    Late
    Very high
    PILOT
    @modhuman #uxlibs

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  30. MODERN HUMAN
    _ Use prototypes to learn about user behaviour with your concept
    _ Validates emergent service against business objectives and goals
    _ Validates Concepts with Users
    Experimenting with prototypes
    @modhuman #uxlibs

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  31. MODERN HUMAN
    _ Day-in-the-life videos
    _ Scenario testing and concept probes
    _ Wizard of Oz and paper prototyping
    _ Service walkthroughs, role play and bodystorming
    _ Mock environments and pop-up shops
    Prototyping methods
    @modhuman #uxlibs

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  32. MODERN HUMAN
    Paul-Jervis Heath
    [email protected]
    +44 79 7456 7823
    @pauljervisheath

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