A mix of slides and learnings from the SDN 2013 Global Conference, with my own tweaks and edits.

1. TRANSFORMATION
THRU DESIGN
How our users are changing the way we work.
Annie Stewart
UX Concept Developer, Internet Architects

3. A Perfect Storm of Technological Change
Cloud Computing
Collaborative
innovation
Mobile Internet
Social Media
Big Data
Immersive experience
Internet of Things

4. A Perfect Storm of Social, Cultural and Environmental Change
Urbanisation
Global warming
Natural resources
Immigration
Inequality
Ageing demographics
Globalisation

5. The Service Economy: A worldwide phenomenon
% GDP
90%
80%
70%
60%
50%
40%
% GDP
30%
20%
10%
0%

6. Public sector spending in top 25 nations is 43% to 58% of GDP.

7. A New Agenda for Design
Respond to the global challenges we collectively face.
Focus on service systems, not just product or gadgets.
Blend deep customer insight with technological
innovation.
Generate enterprise value for the public sector and
citizens.

8. The Service Design
Approach

9. Co-Creation with users, business and stakeholders.

10. Service Designer: everyone at the same table
Content
Providers
Information
Architects
Analysts
Strategy
Design
Business
Technology
Developers
Visual
Designer
s
User
s

11. User Centred Design Research:
Observation, ethnography, interviews, continuous testing and

12. Output: a collaborative programme with a multi-channel result.

13. User Experience Design: There’s more than meets the eye
Material World
Knowledge & Content
Services & Actions

14. User Experience Design: There’s more than meets the eye
Material World
University course
Course materials
Syllabus
Teachers
Student relations
Training
Knowledge sharing
Scheduling
Assessment standards
Recruitment
Counseling
Curriculum planning
Knowledge & Content
Services & Actions

15. User Experience Design
Full consideration of the
business implications of the
design
Horizontal
Strategy
Service
Verticals
Culture
Change

16. But let’s keep things in
perspective…

17. Service
improvement
Reactive
Incremental
Moderate savings
Low risk

18. Service
improvement
Reactive
Incremental
Moderate savings
Low risk
Boring

19. Service
improvement
Radical
innovation
Reactive
Incremental
Moderate savings
Low risk
Proactive
Big bang
Assumed savings
High risk
Boring

20. Service
improvement
Radical
innovation
Reactive
Incremental
Moderate savings
Low risk
Proactive
Big bang
Assumed savings
High risk
Boring
Scary

21. Service
improvement
Reactive
Incremental
Moderate savings
Low risk
Boring
Service
transformation
Proactive
Incremental
Significant savings
Moderate risk
Radical
innovation
Proactive
Big bang
Assumed savings
High risk
Scary

22. Service
improvement
Reactive
Incremental
Moderate savings
Low risk
Boring
Service
transformation
Proactive
Incremental
Significant savings
Moderate risk
Essential
Radical
innovation
Proactive
Big bang
Assumed savings
High risk
Scary

23. 1. Focus on the real user tasks & pain points.
2. Turn user experience into numbers.
3. Go deeper into operational change.

24. Five Elements of
Transformational Change

25. 1. Narrow your scope to broaden your horizon

26. 1. Narrow your scope to broaden your horizon
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1
2
3
4
5
6
18
11

27. 1. Narrow your scope to broaden your horizon
User Experience Map
Task
Map different user journeys
Description of the user task, sub-tasks and desired outcomes.
Different people take different paths through the
service. Map, plan and test various scenarios to
ensure consistency across channels and touchpoints.
Use Google to
Sub-tasks
Task
Task
Description of the user task, sub-tasks and desired outcomes.
Description of the user task, sub-tasks and desired outcomes.
User
search for a
product they use
or need.
Desired outcome
"I trust Google
to deliver the
most relevant
and popular
suppliers first."
Look for help
Website
Homepage
Product page
Troubleshooting
Search+Results
?
Channels
Social media
Email
Call center
Backstage processes
IT-infrastructure
Call the service
desk
SEO and
metadata
strategy.
Query product
database
Products
Content creation
Query
distributors
Users
Find user info to
deliver specific
information.

28. 2. Big Data & Small Data: build the set, then the story

29. 2. Big Data & Small Data: build the set, then the story
Small Data
Big Data
Identify audiences and
their goals, needs and
pain points.
Validate statistical
significance of
insights. Blah
Understand why
issues and behaviours
exist and examine
what types of solutions
are appropriate.
Identify specific
tasks, behaviours and
problems.

30. 3. Value over Volume

31. 4. Value over Volume
Before anything is published…
Do you have the resources to do it the right way? If
not, adjust the scope.
Is its necessity based on evidence instead of opinion?
Is it linked to a task of a confirmed target audience?
Has it been effectively validated by users?

32. 4. Be the change you want to see.

33. 4. Be the change you want to see.
Be your own prototype!
Be agile and cross-disciplinary.
Test things before recommending them.
Base all content and design decisions on fact, not opinion.

34. 4. Be the change you want to see.
Actions over reports. DO something!
Move faster to prototype and start using and testing
something real.
Design things that can actually be built.
Blog, network, share. We’re all in this together.

35. 5. Engage others and snowball your impact

36. 5.
Engage others and snowball your impact
Start with basic service improvements that benefit a lot of
people.
Showcase your client, not yourself.
Have fun! Client experience is just as important as user
experience.
Start a cult.

37. Great interfaces come from
focusing on users’ needs.
Great experiences come from
great organisations.