A presentation at Generate Conference London 2018 in in London, UK by Richard Rutter
The hitch-hiker’s guide to service design Generate, London 20 Sept 2018 Richard Rutter Cofounder, Clearleft
"Pain is inevitable. Suffering is optional." 4
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 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 What happens if the information goes out of date? 7.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?
Champions grease the wheels of change. They are obstacle clearers, problem insulators and praise singers.
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Digital becomes fundamental instead of a bolt-on… Transform processes Automate processes Organise content Digitise documents
Design is inherent to the organisation… Framing Problem solving Function and form Style
The depth of thinking changes. Design culture Design thinking Design doing
As design capability improves in an organisation, it takes on new forms. Ingrained Distributed Centralised Defined Emergent No design
Seizing the opportunity 1. Make a case 2. Get the beneficiary on-side 3. Convince the blocker 4. Meet the decision makers 5. Make a prototype 38
Seizing the opportunity 1. Make a case 2. Get the beneficiary on-side 3. Convince the blocker 4. Meet the decision makers 5. Make a prototype 39
Digital service design Digital service design
Digital service design Digital service design
Always design a thing by considering it in its next larger context – a chair in a room, a room in a house, a house in an environment, an environment in a city plan. Eliel Saarinen, Finnish architect
As design capability improves in an organisation, it takes on new forms. Ingrained Distributed Centralised Defined Emergent No design
Impact Impact of design tends to increases exponentially as maturity moves beyond ‘centralised’ Emergent Defined Centralised Distributed Ingrained
Richard Rutter @clearleft Generate, London 20 Sept 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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