Workshop slides: 2014 User-Centered Design Taiwan Summit @27 March 2014 (http://www.bnext.com.tw/edm/2014UCD/english/)

1. Service Design for Multi-
Channel Experiences
電子商務服務設計
Raven Chai UX Consulting
27 March 2014 Thursday
WORKSHOP!

2. What is this workshop about?

3. Raven Chai
•Founded UX Consulting in 2008
•Over 15 years experience as a
technologist, designer and user
experience practitioner
•Lead UX consultant for SingTel
since 2008
•Founder of
•Leadership team

4. Why Service Design and
Multi-Channel Experiences

5. Agenda (Part 1)
Introduction
Case Study + Service Design Framework
Design Brief
Exercise 1 (Individual)
Exercise 2 (Pair)
Exercise 3 (Individual)
mins
10
15
5
20
20
20
90

6. Case Study Designing Singtelshop.com
Context & Objective
Objective
Cost savings on sales commissions, processing time,
marketing expenses
Service Promise
End-to-end online fulfillment
Results
Go-to-Market faster, uniform marketing message

7. Case Study Designing Singtelshop.com
Design Process
Evaluate ›❯ Create Personas ›❯ Competitive Analysis ›❯ Usability Study ›❯ Design Iteration ›❯ Service Integration

8. Case Study Designing Singtelshop.com
Key Results & Implications
• Convert 20% of the total sales via online shop
• Increase in sales revenue and customer satisfaction
Ongoing
Customer
Research
Activities Strategy,
Planning
&
Restructuring

9. Case Study Designing SingTel Shop
Context & Objective
Objective
Cost savings on sales commissions, processing time,
marketing expenses
Service Promise
End-to-end online fulfillment
Results
Convert 20% of the total sales via online shop

10. Case Study Designing SingTel Shop
Design Process

11. • Customer-centric product architect
• Increase in sales revenue and customer retention rate
Case Study Designing SingTel Shop
Key Results & Implications

12. Service Design Framing Context
& Objective
Gather Insights
Create Personas
Idea Selection
Service Concept
& Prototyping
StoryTelling
& Presentation
WHAT AREYOU DELIVERING?
WHAT ARE THE
EXPERIENCES?
WHO AREYOU DESIGNING
THE PRODUCT FOR?
IDENTIFY THE
DIFFERENTIATING IDEA(S)
HOW DOES IT
WORKS?
Online
Offline

13. Design Brief
Create a
Travel Service Design through
eCommerce website
- capture the service flow of a travel experience
- focus on services that can deliver via website
- the services need to generate revenue online

14. Exercise 1 Framing Context & Objective
(Individual)
20

15. Exercise 2 Interview User Experience
(Pair)
20

16. Exercise 3 Create Personas
(Individual)
20

17. Tea Break
30

18. Agenda (Part 1)
Exercise 4 (Group)
Exercise 5 (Group)
Exercise 6 (Group)
Q & A
mins
20
60
30
10
120

19. Exercise 4 Idea Selection
(Group)
20

20. Exercise 5 Service Concept & Prototyping
(Group)
60

21. Exercise 6 Story Telling & Presentation
(Group)
30

22. Online Resources
• http://www.slideshare.net/ingjerdj/service-design-workshop-
designing-the-customer-experience-16486875
• http://www.servicedesigntoolkit.org/templates/
• http://www.slideshare.net/MarcStickdorn1/service-design-
thinking-27439915
• http://thisisservicedesignthinking.com

23. Questions & Answers

24. RAVEN CHAI
Email: raven@uxconsulting.com.sg
Twitter: @ravenchai
http://www.slideshare.net/uxconsulting/service-design-for-multi-channel-experiences-workshop