Keynote at UX Roundtable in Hamburg. 4.8.2014 Design. Kaum ein anderes Wort wird so häufig in verschiedenen Kontexten benutzt. Eine regelrechte Buzzword-Wüste ist in den letzten Jahren entstanden. User Centered Design, Empathy Design, Participatory Design, UX Design, Service Design etc. Und irgendwie dreht sich alles doch nur um eines: den Nutzer, seine Bedürfnisse und Erfahrungen. Kennen wir – die Designer, die sich so nennen – eigentlich noch den Unterschied? Gibt es überhaupt einen? Zurück in die Realität. Franziska trifft Stephanie (beide bei Immonet). Service Design trifft UX Design. Buzzwords. Sind es nur Buzzwords oder sind es wirklich zwei verschiedene Welten, die aufeinander prallen und nicht harmonisieren? Wir sagen: „Shut up Buzzword Bingo!“. Es geht doch um den Nutzer. Oder?

1. Moin.

2. Stephanie Weber
UX Designer
Dipl. - Grafik Designer,
Specialist in Creation
of Multimedia

3. Franziska Semer
User Researcher
MA Media & Design -
Service Design,
Dipl. Ing (FH)

4. Service Design
meets
UX Design

6. Service
User Experience
Customer Experience
User Centered
PRODUCT
Interaction
Participatory
Co-Creation
Research
Thinking
USABILITY
Behavioral
DESIGN

7. „One designs the
interface of the
experience, the other
designs the service
behind the product or
organisation.“
(Oliver King - Engine)

8. Was ist was?

9. Service Design
!
"When you have two coffee
shops right next to each other,
and each sells the exact same
coffee at the exact same price,
Service design is what makes you
walk into one and not the other."
!
(31 Volts Service Design, 2008)

10. UX Design
!
"User Experience is not about
good industrial design, multitouch,
or fancy interfaces. (...)
It is about creating an
experience through a device."
!
(Marc Hassenzahl, 2013)

11. SD UX

12. • 1 single touchpoint
• creating digital product
• more virtual
• qualitative & quantitative
• deep
• clear deliverables
• right technology
• technician
UX

13. • qualitative
• more physical
• facilitator
• new business model
• broad
• creating holistic service approach
• deliverables mostly
strategy and concepts
• multi-channel touch points
SD

14. • experience
• prototyping
• co-creation
• iterative
• bigger picture
• journeys
UX SD

16. SD UX

17. 1 Mindset - Design
Thinking.
Analysis
Observation
Synthesis
Ideation
Prototyping
Testing

18. Analysis
© Immonet

19. Observation
© Immonet

20. Qualitative Methoden
© Immonet

21. Customer Journey Map
© http://de.pinterest.com/pin/106679084898253949/

22. Synthesis
© http://wallvan.com/puzzle-artistic-wallpaper.html

23. Customer Insight Map
© http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/

24. Ideation
© http://www.smartplanet.com/blog/decoding-design/why-brainstorming-doesnt-work-and-what-does/

25. Sketching
© http://de.pinterest.com/pin/399061216955227703/

26. Prototyping
© http://webdesign.tutsplus.com/de/articles/a-beginners-guide-to-wireframing--webdesign-7399

27. Testing
© Immonet

28. SD UX

29. Scheiße.
Das funktioniert
ja wirklich!

31. 5 Principles
• human-centred
• co-creative
• experience based
• holistic
• iterative

32. „UX Design & Service Design are
practices that are perfectly in line
with the Design Thinking Mindset.
It’s about applying long known
traditional design methods and
processes in product design to
more complex, abstract,
interactive and intangible things.“
(Sylvain Cottong - integratedPlace)

33. SD UX
Design Thinking

34. „UX professionals who are no
longer feeling challenged by or
content with the work that
they’re currently doing and who
aspire to do more are perfectly
suited to designing great service
experiences.“
!
(Laura Keller, uxmatters.com 06/2014)

35. Service
User Experience
Customer Experience
User Centered
PRODUCT
Interaction
Participatory
Co-Creation
Research
Thinking
USABILITY
Behavioral
DESIGN

36. Shut up Buzzword
Bingo.

37. Wir sind alle
Experience Designer.

38. In Hamburg sagt
man Tschüss…
und wir sagen
Danke.

39. Was denkt ihr?

40. Bibliography
Oliver King, 2011: „Service Design and User Experience:
Same or Different?“ https://vimeo.com/23582440
31 Volts Service Design, 2008: cited in This is Service Design Thinking,
Stickdorn & Schneider, 2010, p. 33).
Marc Hassenzahl, 2013: User Experience and Experience
Design. In: Soegaard, Mads and Dam, Rikke Friis (eds.).
"The Encyclopedia of Human-Computer Interaction, 2nd
Ed.". Aarhus, Denmark: The Interaction Design
Foundation.
Sylvain Cottong, 2009: „UX design, service design and
design thinking“ http://de.slideshare.net/sylvain/uxdesign-
service-design-design-thinking
Laura Kelley, 2014: „Enabling a Career Shift from User
Experience to Service Design“ Published: June 23, 2014
http://www.uxmatters.com/mt/archives/2014/06/
enabling-a-career-shift-from-user-experience-to-servicedesign.
php#sthash.xgP2PWdf.dpuf