Service Deisgn meets UX Design II

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Optimized presentation on Service Design and UX Design, their differences and their similarities. Why we think that you cannot draw the distinction within the area of digital product design.
The Battle is over, and the Winner is: Design Thinking.

Optimized after holding the presentation at the UXHH Roundtable Aug/2014 and optimized for the UXCamp Hamburg in Aug/2014

Presenters: Stephanie Weber, Franziska Semer

Veröffentlicht in: Design
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Service Deisgn meets UX Design II

  1. 1. Moin.
  2. 2. Stephanie Weber UX Designer Dipl. - Grafik Designer, Specialist in Creation of Multimedia
  3. 3. Franziska Semer User Researcher MA Media & Design - Service Design, Dipl. Ing (FH)
  4. 4. Service Design meets UX Design
  5. 5. © Stephanie Weber
  6. 6. Service User Experience Customer Experience User Centered PRODUCT Interaction Participatory Co-Creation Research Thinking USABILITY Behavioral DESIGN
  7. 7. „One designs the interface of the experience, the other designs the service behind the product or organisation.“ (Oliver King - Engine)
  8. 8. SD UX
  9. 9. Was ist was?
  10. 10. UX Design ! „The first requirement for an exemplary user experience is to meet the exact needs of the customer (...). Next comes simplicity and elegance that produce products that are a joy to own, a joy to use.“ ! (NNGroup, 2014))
  11. 11. • 1 single touchpoint • creating digital product • more virtual • qualitative & quantitative • deep • clear deliverables • right technology • technician UX
  12. 12. © immonet.de
  13. 13. ©immonet.de
  14. 14. Service Design ! "Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers. The purpose of service design methodologies is to design according to the needs of customers or participants, so that the service is user-friendly, competitive and relevant to the customers.“ (Service Design Network, 2014)
  15. 15. • qualitative • more physical • facilitator • new business model • broad • creating holistic service approach • multi-channel touch points • marrying customer experience with business strategy and value • deliverables mostly strategy and concepts SD
  16. 16. Service Design Project „SWISS Airlines“ © http://designit.com/cases/swiss-service-design-vision
  17. 17. Customer Journey Map © http://de.pinterest.com/pin/106679084898253949/
  18. 18. Customer “Flight“ Journey © http://designit.com/cases/swiss-service-design-vision
  19. 19. © Christoph Merdes Service Blueprint
  20. 20. © Franziska Semer
  21. 21. SD UX
  22. 22. • experience • prototyping • co-creation • iterative • bigger picture • journeys UX SD
  23. 23. 1 Mindset - Design Thinking. Analysis Observation Synthesis Ideation Prototyping Testing
  24. 24. Analysis © immonet.de
  25. 25. Observation © immonet.de
  26. 26. Synthesis © http://wallvan.com/puzzle-artistic-wallpaper.html
  27. 27. Ideation © http://www.smartplanet.com/blog/decoding-design/why-brainstorming-doesnt-work-and-what-does/
  28. 28. Prototyping © immonet.de
  29. 29. Testing © immonet.de
  30. 30. SD UX Design Thinking
  31. 31. 5 Principles • human-centred • co-creative • experience based • holistic • iterative
  32. 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. 33. „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 Kelley, 2014)
  34. 34. Service User Experience Customer Experience User Centered PRODUCT Interaction Participatory Co-Creation Research Thinking USABILITY Behavioral DESIGN
  35. 35. Shut up Buzzword Bingo.
  36. 36. It’s about projects, not practices! Talk to people. Für wirklich gute Produkte und Services brauchst du beides.
  37. 37. In Hamburg sagt man Tschüss… und wir sagen Danke.
  38. 38. Was denkt ihr?
  39. 39. Bibliography Oliver King, 2011: „Service Design and User Experience: Same or Different?“ https://vimeo.com/23582440 NNGroup, 2014: http://www.nngroup.com/articles/definition- user-experience/ 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 Service Design Network, 2014: http://www.service-design- network.org/intro/

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