A presentation at Service Design Fringe Festival 2018 in in London, UK by Richard Rutter
The hitch-hiker’s guide to service design Service Design Fringe Festival, London 19 Oct 2018 Richard Rutter Cofounder, Clearleft
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"Pain is inevitable. Suffering is optional." 7
Is UX design service design?
Is UX design service design? It depends. Partly. It should be. It used to be.
Is UX design service design? Nielsen Norman Group
The billing experience HOME MOVE Moving is stressful; setting up household expenses an additional annoyance. 6 months… FIRST BILL Bill shock! People call with questions around first bill amount: the use, the period, the direct debit. Often only resolved after repeated contact. ONGOING (years…) Groundhog day! Because of the infrequency / irregularity, customers will call again lacking the understanding they need and having forgotten key details
How do you move from Improving the way people get answers Fixing the problems people have
Improving answers ➞ solving problems Present the evidence Get the beneficiary on-side Present the way forward Work collaboratively in public 20
We learned how quickly we could prototype designs that naturally brought together customers, staff, data and research. This left us with an energetic view on how we can drive more effective improvement across the company. — Rob Cockburn, Southern Water Customer Services Programme Manager
The question protocol
The Question Protocol 1. Why do you need this information? 2. Who will use the information, and what decision will be made or action taken based on the information collected? 6. What happens if the information goes out of date? 7. Can a customer update their submitted information? Should they be able to? 3. How will you validate the information that is submitted? 8. Are you allowed (legally and ethically) to collect this information? 4. What happens if the submitted information is false or made up? 9. How is it shared? With whom? What are the privacy implications? 5. What’s the impact of the information not being submitted? 10. How securely does it need to be stored?
The Question Protocol Is the question really necessary? 30
The Question Protocol: costs 1. An impairment to accurate completion of the process 2. Collecting, storing and processing any additional information 3. Handling situations where the information is missing, false or inconsistent. 31
Champions grease the wheels of change. They are obstacle clearers, problem insulators and praise singers.
Help your champion: Get the design message across Tell a convincing story Look good
Search
As design culture improves, design becomes inherent to the organisation. Strategy Problem solving Function and form Style
As design culture improves, the depth of thinking changes. Design culture Design thinking Design doing
Seizing the opportunity: Make a case Get the beneficiary on-side Help the blocker Make a prototype 53
Seizing the opportunity: Make a case Get the beneficiary on-side Help the blocker Make a prototype 54
As design culture improves, the depth of thinking changes. Design culture Design thinking Design doing
Impact Impact of design increases exponentially as design thinking becomes ingrained. Design doing Design thinking Design culture
Richard Rutter rich@clearleft.com @clearleft Service Design Fringe Festival, London 19 Oct 2018 Richard Rutter Cofounder, Clearleft
As designers we want to create solutions that are easy to use and - ultimately - help customers achieve the outcome they desire with the least amount of effort and fuss.
If you haven’t been brought in explicitly as a service design team, your remit as a designer might seemingly be limited to improving the interface. A nicely designed user experience is undoubtedly something to strive for, but ultimately it will be in vain if the end result isn’t there for the customer.
Often we designers are placed in these circumstances because organisations misunderstand where the real problems lie, possibly because they are saddled with incumbent large IT solutions, perhaps the political will is not there, or maybe they have the right outcomes in mind but are looking in all the wrong places for solutions.
This talk will equip you with tactics and strategies to go beyond the interface and make a real difference. Whether you’re in-house or an agency, this talk will tell you how to ask the right questions, how to navigate the politics, and identify ways to get the right conditions in place to make an impact.
You’ll take away approaches for finding and nurturing champions as a way to pushing beyond the interface and making fundamental differences to customers’ experiences. The remit might not be there, but the conditions and opportunities might be if you look in the right places and nudge in the right directions.
Here’s what was said about this presentation on social media.
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