How to Create a Persona in 7 Steps - A Guide with Examples
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What is service design?
- 1. WHAT IS SERVICE DESIGN?
- 2. Who am I? Dhyana (Dee) Scarano • Service & UX designer, Futurice • B. Computer Science • 5 yrs in software service design • Service Jam Berlin, GovJam, Sustainability Jam • Cocoaheads Berlin • @dhyanascarano
- 3. We create digital services that people love. • Founded in 2000 • 250+ employees from 19 countries • 8th year in a row profitable growth • YOY growth 30%
- 4. LSC is a multi-disciplinary way of working that maximizes the probability of creating successful digital services Lean Service Creation
- 5. SERVICE VISION SPRINT TEAM: Business / Technology Design / End-Users BUSINESS IDEA Improve Improve Improve LEAN SERVICE CREATION PROCESS FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT SCALING & TWEAKING Days to Weeks Weeks to Months Months to Years NEW IDEAS SERVICE VISION MVP TO LAUNCH
- 6. SERVICE VISION SPRINT TEAM: Business / Technology Design / End-Users BUSINESS IDEA Improve Improve Improve LEAN SERVICE CREATION PROCESS FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT SCALING & TWEAKING Days to Weeks Weeks to Months Months to Years NEW IDEAS SERVICE VISION MVP TO LAUNCH Tonight’s focus
- 7. Agenda 1. Why do we make things? 2. What is service design really? 3. How do you actually do it? 4. So let’s do some service design! 5. How can I apply this in my work?
- 8. WHY DO WE MAKE THINGS?
- 9. Why do we make things? • It’s fun! • To help people • I have some urge to create! • There are so many annoying things I can make better 1. Why do we make things?
- 10. Why do we make things? … to solve problems! 1. Why do we make things?
- 11. So how do we solve a problem well? • Thinking about the people who have the problem • Asking the people who have the problem • Observing the people who have the problem • Trying different ideas • Testing our theories with real situations • Not being afraid to be wrong! 1. Why do we make things?
- 12. WHAT IS SERVICE DESIGN REALLY?
- 13. Video: https://www.youtube.com/v/BeEUemtdoJQ
- 14. It’s really all about creating value for the user 2. What is service design really?
- 15. It’s about finding a problem worth solving, and using processes and tools to discover a solution 2. What is service design really?
- 16. SO HOW DO YOU ACTUALLY DO SERVICE DESIGN?
- 17. The design process? https://usergeneratededucation.files.wordpress.com/2013/03/2013-03-09_1127.png https://dschool.stanford.edu/groups/k12/wiki/17cff/images/__thumbs__/5af04.png http://discoverdesign.org/files/images/general/design_process_0.gif http://www.emmawhiteside.com/wp-content/uploads/process2.png https:// designlabnysci.files.wor dpress.com/2013/01/ design-process- diagram-border.jpg
- 18. Brainstorm How do you do Service Design? Research Synthesise Prototype Test/ validate Refine 3. How do you actually do service design?
- 19. Researching user needs Defining the problem Ideating concepts Refining the solution How do you do Service Design? Problem Solution diverge converge diverge converge 3. How do you actually do service design?
- 20. How do you do Service Design? Problem Solution diverge converge diverge converge Brainstorm Research Synthesise Prototype Test/ validate Refine 3. How do you actually do service design?
- 21. Brainstorm
- 22. xc Research
- 23. Prototype
- 24. Women Techmakers xc Test
- 25. What does this actually do to help product development ? • Makes sure we actually start working on the right stuff • Helps us understand the value to real people • Validates our assumptions early (or challenges them) • Gives us proof to convince investors • Defines the most important features to prioritize 3. How do you actually do service design?
- 26. SO LET’S DO SOME SERVICE DESIGN!
- 27. Problem Solution diverge converge diverge converge So let’s do some service design Brainstorm Research Synthesise Prototype Test/ validate Refine 4. Let’s do some service design
- 28. So let’s do some service design • Refine/pivot• Design challenge • Killer questions • Interview in pairs • Download • Clustering • Personas • Point of View • Ideation & voting • Build to think! • drawing, cutting, building, destroying... • Feedback • User testing • Lean canvas Brainstorm Research Synthesise Prototype Test/ validate Refine • Standard brainstorming • Divide & conquer • Ideation & voting • Yes, And 4. Let’s do some service design
- 29. So let’s do some service design • Refine/pivot• Design challenge • Killer questions • Interview in pairs • Download • Clustering • Personas • Point of View • Ideation & voting • Build to think! • drawing, cutting, building, destroying... • Feedback • User testing • Lean canvas Brainstorm Research Synthesise Prototype Test/ validate Refine • Standard brainstorming • Divide & conquer • Ideation & voting • Yes, And 4. Let’s do some service design
- 30. Divide and conquer (brainstorming) Idea Idea Idea Idea + IdeaIdea Repeat until you have 2 ideas at the table. ...and then as a team choose 1! 4. Let’s do some service design (30 secs each)
- 31. Design challenge (2 mins) Redesign the ..(concrete need).. experience for ..(user).. in a world where ..(assumed constraints).. 4. Let’s do some service design
- 32. Example (2 mins) Redesign the car service experience for busy professionals in a world where there’s not enough time 4. Let’s do some service design
- 33. Write 3 interview questions (2 mins) Use open questions how, why, when, where, who, what You’re trying to get them to tell a story It’s about gaining empathy 4. Let’s do some service design
- 34. Interview in pairs (2 mins) then swap Look for emotions, stories, examples Quality instead of quantity 80% listening, 20% talking Dig for nuggets It’s about gaining empathy 4. Let’s do some service design
- 35. What were the things that stuck out? What seemed to have the most meaning? What did people keep repeating? (2 mins)Key insights (Downloading) 4. Let’s do some service design
- 36. What we did Brainstorm Problem Solution diverge converge diverge converge Research Synthesise Prototype Test/ validate Refine
- 37. Problem Solution diverge converge diverge converge Brainstorm Research Synthesise Prototype Test/ validate Refine What we would do next… …if we had time
- 38. HOW CAN I APPLY THIS IN MY WORK?
- 39. xc Divide and conquer (brainstorming)
- 40. xc Divide and conquer (brainstorming) • Workshops with clients • Feedback with users • Making decisions in a group Communication Power of groups Fast Co-creation
- 41. xcDesign challenge
- 42. xc • Product design/improvement • Hackathons • Design learning/workshops Innovation Problem solving focus on user Design challenge
- 43. xc Interview in pairsxc Pair interviewing
- 44. • Gorilla research • User behaviour research • Client sessions Creative dialog FastEngagement xc Pair interviewing
- 45. Dhyana (Dee) Scarano @dhyanascarano Futurice GmbH futurice.com Service Jam Berlin, GovJam, Sustainability Jam www.jamberlin.org Cocoaheads Berlin cocoaheads-berlin.org Thank you :)
