framework and tools for ux and service design

Framework and tools for UX and Service DesignShow me yours and I’ll show you mine

KONTRAPUNKT

Kontrapunkt © 2014 2/12

We are from Kontrapunkt

Katja EgmoseSenior Service Designer

Gunvor JøsendalUX Designer &

Project Manager

Kristina KristensenJunior Digital Designer


The framework/ At the beginning (of a creative process)

/ The project dilemma

/ Considering the context

/ The phases

/ The project model

/ The toolbox

Some of our tools/ Blueprints

/ Personas

/ Prototype testing

/ Service design canvas

What are we going to talk about?

The Framework


At the beginning...


The project dilemma

Time

Knowledge

Decisions


Considering the context

/ Stakeholders

/ Timing/ deliveries

/ Project team experience

/ Budget

/ Users

/ Goals

/ SWOT

/ Technology

/ Trends

/ Values

/ +++


The Phases

Phase 1 Phase 2 Phase 3 Phase 4 Phase x

Discovery

Strategy

Project

Develop

Define

Concept

Design

Roll out

Execution

...Deliver

Documentation

Implementation


Phase 1 Phase 2 Phase 3 Phase 4

The Project Model

Phase x

Flexible framework +wide range of tools

Overprepared and understructured


Gameplan

Personas

User journeys

KIS-workshopCard sorting

Brainstorm exercises

Wireframes

Concept models

Best practise scan

Moodboards

Context workshop

Dilemma exercises

InterviewsPrototype testing

Shadowing

Blueprint mapping and analysis

Idea catalogue

Parking lot

Desk research

Design principlesStyle tilesStakeholder maps

Concept scenarios

Huddles

Mind maps

Use casesThinking hats

Huddles

Wingman

I DO ART

Team spiderweb

Toolbox

Service design canvas


4 of our favourites

Prototype testing

Personas

Blueprint mapping and analysis


Blueprint


Blueprint - what and when?

In the beginning of a project, in the ‘discovery’ phase.

/ Blueprint A method or technique that helps to improve an existing or future service.

/ Using existing user journeys As part of a blueprint they describe what the user experiences before, after and while

experiencing the service

Both methods are used to map out all the various interactions and actions that occur when

a customer and company meet, making it possible to zoom in on details for specific touch

points e.g. ticket purchase, as well as zoom out to get an overview of overarching areas e.g.

static signage.


Why a Blueprint?

/ Customers expect an excellent travel experience

/ They don’t distinguish between touch-points when experiencing the service(s).

If part of the information is not delivered the right way or not at all then they

do not experience their travel as excellent (world class excellence was a goal).

/ The blueprint helps to keep an eye on the actual actions

of the passengers, and not just what they say about their travel.

It also provides transparency as to the internal organisation, connected

to each of the touch-points and experiences.


KONTRAPUNKT© 2013

HEADER

BACKSTAGE

FRONTSTAGE Xxx Xxx Xxx Xxx Xxx Xxx Xxx Xxx XxxXxx

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quis-que euismod ullamcorper nulla.

Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Quisque euismod.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quis-que Quisque non pharetra erat.

Lorem ipsum dolor sit amet, con-sectetur adipiscing elit.


Lorem ipsum dolor sit amet, consectetur adipiscing elit.


Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Quisque euismod ullamcorper nulla.


Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Quisque feugiat felis. Sed ornare ipsum.




Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Quisque euismod ullamcorper nulla, tem-por feugiat felis dignissim quis.

Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Quisque.



Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quis-que euismod ullamcorper nulla, tem n.


Lorem ipsum dolor sit amet, tem-por feugiat felis dignissim quis.

Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Qipsumit.

Lorem ipsum dolor sit amet, con.


Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Quisque euismod ullamcorper nulla, tempor feugiat felis dignissim quis.


One of them sees the digital signs showing the station, and they move a little bit away from the door to a place where they can still see the digital signs.



At Kgs. Nytorv she gets off and goes to the elevator where there is a queue of people. One with a bike and a lot of ‘ordinary’ people.


Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quis-que euismod ullamcorper nulla, tempor.


Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Quisque euismod ullamcorper nulla, tem.



HEADER


Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quis feugiat felis. Sed ornare ipsum.




feugiat felis. Sed ornare ipsum. Lorem ipsum dolor sit amet, felis dignissim quis. Sed ornare ipsum.

Lorem ipsum dolor sit amet.


HEADER HEADER HEADER

Xxx Xxx Xxx Xxx Xxx Xxx Xxx Xxx XxxXxx



Xxx

USER JOURNEY

XXX XXX

XXX XXX

XXX XXX

XXX XXX

XXX XXX

zzzzzzyyyyyyxxxxxx

Xxx Xxx

Xxx Xxx Xxxxxxxxx Xxx

Xxx

Xxx Xxx

Xxx

Xxx

Lorem Ipsum

Lorem Ipsum

Lorem Ipsum

A Blueprint


Blueprints

Pros/ Creates a shared overview and understanding over the clients current customer

touch-points, including an indication of organisational ownership

/ Creates a tool for everyone on the project to ‘put ourselves in the passengers shoes’, and

examine the clients service through the users experiences

/ Identifies current gaps and challenges of the current service set up, as well as identify areas

with opportunities for change and/or potential for improvement.

Cons/ Takes a lot of time to uncover and discover all touch points, user interactions

and organisational set-ups

/ There is a risk to be wrapped up in details and forgetting to see the bigger picture

/ It can be difficult for the client to review the blueprint because of the amount of

details and because it will most likely be a new tool.


How to do existing user journeys/ Observe or follow the users when they are experiencing the service

/ Be more than one person observing, we are normally two. One who focus on

the user and one to focus on the surroundings

/ Do a follow up interview on things that are not necessarily visible e.g. tickets

/ Summarise the user stories to a max. of five

/ Draw them up for the blueprint but remember that they might not follow the existing ‘flow’

KONTRAPUNKT© 2013

HEADER

BACKSTAGE





































HEADER













Xxx

USER JOURNEY

User 2

User 3

User 5

User 4

User 1

zzzzzzyyyyyyxxxxxx

Xxx Xxx


Xxx

Xxx Xxx

Xxx

Xxx

Lorem Ipsum

Lorem Ipsum

Lorem Ipsum


How to do frontstage and backstage/ Observe and/or follow the personnel when they are working on the service

/ Categorise / group things to not get into too many details

/ Colour code it helps to visually show larger perspectives

/ Use and learn the terms the client uses

/ Be thorough and cover all relevant aspects

KONTRAPUNKT© 2013

HEADER

BACKSTAGE





































HEADER













Xxx

USER JOURNEY

User 2

User 3

User 5

User 4

User 1

zzzzzzyyyyyyxxxxxx

Xxx Xxx


Xxx

Xxx Xxx

Xxx

Xxx

Lorem Ipsum

Lorem Ipsum

Lorem Ipsum


Blueprint post it’s mock up


How to start a blueprint

/ A large wall in your office

/ A lot of post it’s in different colours

/ The researchers and designers with notes from their field work

/ A representative from the client

/ Pens and pencils in colours

/ Big pieces of paper

/ Coffee and tea etc.

Personas


Personas - what, when and why?

/ A fictional character representing a user archetypeDescriptions based on a combination of ‘real’ data, field studies and personal experience.

/ Why use personas?Good way of getting a common understanding and language in regards to the end users.A tool to help qualify and create perspective when considering solu-tions.Helps with keeping track of needs and expectations, when there are several target groups involved.

/ When to use a persona?The process of creating the personas serve as a constructive part of in-itial mapping and context discovery, and throughout the project they serve as a tool for both the internal design process and external com-munication.


What could a persona look like?


Examples


Creating personas

Interviews and exercises with representatives from the defined target groups.

Documentation and summary of insights, tendencies and quotes.

Based on the findings, the design team puts together and describe a group of personas.


Using the personas

Use and verbalize personas in communicating the reasoning behind your design choices.

Present back to the client, hearing their feedback and insights.Create common language and under-standing about the basic user needs and common contexts.

Create a format for them, making them handy reminders on a day-to-day basis.

Provides a common language for the design team, e.g.. for evaluating, qual-ifying and sparring in different solu-tions.


Pros

/ Easy to do (and you don’t need a lot of materials)

/ Fun

/ Great communication tool (both internally and with the client)

/ Double win: Good exercise for clarification and mapping a field AND a good you get a tool you can use throughout the process.

/ Helps turn (and keep) the ‘users’ actual people

/ Makes a good and easy-to-use tool for keeping the end-users top of mind

Cons

/ Not ‘real’ - and should not be used as science or as a substitute to testing

/ Not very precise (there are a lot of assumptions involved)

/ It’s hard to make sure the persona does inherit too much of your own wants and needs

/ Can be hard for some people to understand (e.g.. in distinction to target groups, market research )

Personas pros and cons


What do you need to make a persona?

/ Input from and about the relevant target groups (interviews, work- shops, data, surveys, studies etc.)

/ A lot of post it’s and pictures of different types of people

/ Your whole design team to provide input, and help you shape the personas

/ A checklist for basic info that should be covered for each persona

/ A framework for documenting the results, making them easy to use and share

Paper prototype testing


Paper prototype testing - when and why?

Do your prototype testing when it makes sense!/ Early in the process before designing

/ When changes can be made easily

Why?/ Prototype testing can clarify design issues

/ It can give you and your client new information about your users

/ It can be used as a reference tool

/ It can create understanding for you and your client


What we had in the room

/ Two types of paper prototypes

/ A lot of post it’s

/ An observer taking notes and pictures

/ A representative from the client

/ Pens and pencils in colours

/ Big pieces of paper

/ A camera and computer



/ The context How often do you go online?

What kind of websites do you like?

How often do you use the internet in terms of finding travel updates?

When do you check for updates in terms of traveling?

How many times do you check for travel updates?

/ About the prototypes What do you think of it?

What do you push when you want to...?

What do you think will happen if you...?

Is this relevant for you?

/ Summary Which of the prototypes do you prefer? And why?

What should we do to make it even better?

Is there something else we haven’t talked about?

Questions when testing


Generic symbols and colours


Pros/ Creates knowledge about your users

/ Your clients may see new perspectives in their users

/ Can be used as an reference tool between you and your client

/ Can be used as a verification for your ideas

Cons/ Users do not always choose the designers favourite

/ It takes time to make all the necessities such as questions, prototypes,

find users (or get your clients to), a place to test etc.

/ Some clients have a hard time understanding why testing is necessary

Live prototype testing pros and cons

Service Design Canvas


Service design canvas - what and when?

When a service idea or concept is described or has been through its first round of tests its is

important to consider a wider context and look at the concept or service proposition from all

perspectives.

Different tools can be used to validate or justify the concept.

We use the service design canvas as part of the introduction to the different service

propositions in our idea catalogues which often describes the concepts behind the

service propositions.


Public tools - making them your own

Business model Canvas for getting a fairly detailed perspective on a business case



Title of service proposition

Input

Users What are the key issues and areas for opportunities the

users can benefit from improvement on ?

Best practice og trendsWhat are the best practices and trends that can inspire the

service ?

OrganisationWhat are the vision and values that can be emphasized by

the service

Results

ImplementationHow will the service be implemented, technology

and organisational factors included ?

EffectWhat effect will the service have on the market ?

Future potential What effect will the service have long term on the

business ?

Proposition

Describe the concept, including who it affects

and involve.

The business

Investments

What are the build and on-going investments ?

Describe the obvious necessary actions and implementations.

Revenue

What opportunities for revenue generation are there ?

Service succes

What are the measurable goals for the service and what are the

non measurable goals ?



/ Input Helps to keep focus on the users, the trends and the vision, displaying the wider context.

/ Proposition Description of the concept.

/ Results Displays the anticipated opportunities and considerations for the service.



Input




service ?


the service

Results





business ?

Proposition


and involve.

The business

Investments



Revenue


Service succes





/ The business As designers we don’t calculate the exact amount of money a service can generate through

its value to the users or organisation - but in the service design canvas we relate the service

to relevant business perspectives



Input




service ?


the service

Results





business ?

Proposition


and involve.

The business

Investments



Revenue


Service succes






Pros

/ Can be used to create a shared understanding for designers and clients

/ Takes the first step at addressing the business side of the proposed initiatives

/ Provides a wider context including users, trends, potential and KPI’s

Cons/ It is in some ways a speculative model

/ It is only a light weight version on what really needs to be done

/ For some UX designers it can be difficult to work with as it is something of a stretch from their

usual activities


How to start working with the canvas

/ Download our template or create your own and print out in A3

/ A lot of post it’s to collaborate on suggestions to the A3’s

/ Pens and pencils

/ Hold a workshop and involve the researchers, strategists, designers project managers that has worked on defining and sketching the service proposition

/ Ask for help if there is something you don’t understand. Anyone trained in sales and marketing can help you understand more about revenue models


Questions or comments?

Thank You for listening

Contact:Katja Egmose, Senior Service Designer, [email protected] Jøsendal, UX designer & project manager, [email protected]

KONTRAPUNKT

framework and tools for ux and service design

Design

xxxxxx lorem ipsum dolor

consectetur adipiscing

sed ornare ipsum

quisque feugiat felis

quis que quisque

project model phase

discovery phase

phases phase