Meta Service Design #DevLove Kazumichi Sakata (@mariosakata) |
Oct. 29th 2013
USER EXPERIENCE
[...] too much attention to the needs of the users can lead to
a lack of cohesion and added complexity in the design. - Don
Norman
Case Study The biggest lie in software is Phase 2. Failure to
communicate strategy causes frontline workers to invent their own
strategy.
Design is about making things exactly as you want them. - Bruce
Mau
SERVICE DESIGN
The Evolution of Problems TODAY Manufacture Advertise Sell
Serve 20th Century Problems 21st Century Problems (Re)engagement
Loyalty Deepening & Widening Advocacy Eciency & Ecacy Make
a thing Make a prot Courtesy of Brandon Schauers future perfect for
service experiences
The Evolution of Problems Manufacture Advertise Sell Serve
Machines (Re)engagement Loyalty Deepening & Widening Advocacy
Eciency & Ecacy Make a thing Make a prot TODAY Humans Courtesy
of Brandon Schauers future perfect for service experiences
Serving is being human Serve people through journeys to
transform you an them Courtesy of Brandon Schauers future perfect
for service experiences
Serving is being human Serve people through journeys to
transform you an them Courtesy of Brandon Schauers future perfect
for service experiences
Service Transformations
Front Stage and Back Stage' Service Design is about bridging
these two.
Front Stage and Back Stage'
PRODUCTS OPERATIONS STRUCTURE CULTURE CUSTOMER TOUCHPOINT STAFF
Courtesy of 5 Things I Wish I Knew - A Service Design Journey
CUSTOMER EXPERIENCE (FRONT STAGE) BIZ & STAFF EXPERIENCE (BACK
STAGE) H2H Communication Communication
Service Ecology Map Courtesy of Rosenfeld Media
1982G. Lynn Shostack, (1982) How to Design a Service, European
Journal of Marketing, Vol. 16 Issue: 1, pp.49-63
First (?) Service Blueprint Touchpoint, Line of Visibility,
& Customer Journey Courtesy of rachelshadoan
Service Designing Service from Inside and Outside Inside-Out
& Outside-In Outside-In (Customer) Persona Customer Journey
Touchpoint Inside-Out (Business) Products Operations Structure
CultureIntangible
Need to make strategy tangible.
Need to show value through execution.
Service Design dont stop at Vision. Vision > Planning >
Execution > > Ideas Its not just about ideas
Enterprise Architecture
What is EA? Business Architecture IT Architecture A framework
to manage and align an organizations IT Strategy.
WHAT (Vision) HOW (Planning) BUILD (Execution) The Value of EA
Business Architecture Application Architecture Data Architecture
Technical Architecture Concrete framework In action!
[...] My argument here is that the end objective is to engineer
and manufacture the enterprise, not simply to build and run
systems. - John Zachman
EA enables collaboration and sharing of information to
facilitate better understanding for both customers and stas.
Information Architecture
Most of the word information contains the word inform, so I
call things information only if they inform me, not if they are
just collections of data, or stu. - Richard Saul Wurman
L A T C H Location Alphabet Time Category Hierarchy Methods of
Organization
EA Strategy Organization Data Application Technology Process 6
Domains of EA
EA 6 Domains of EA Business Architecture IT Architecture
Sample Architecture Courtesy of / Business Architecture IT
Architecture
Case Study Business + IT Architecture Customer Journey Map
Life isnt just information. Its everything that data doesnt
capture.
META SERVICE DESIGN IA
The 3 Circles of Information Architecture Users + Context +
Content = IA Courtesy of User Experience Design Context Content
Users IA Business Model Business Value Politics Structure Resources
Context Volumes Formats Metadata Structure Content Who they are
Behaviors Needs Users
SP Service Provider Public or private Individual Organization
Process SM Service Medium Product or system Individuals
Organizations C/U Customer / User Individual Meta Activity of
Service Service Triangle View designing for service as meta
activity Courtesy of Designing for Service: Creating an Experience
Advantage
Service Triangle Dening assets, people, and operations from IA
perspective Courtesy of Designing for Service: Creating an
Experience Advantage C/U SM SP Strategy Organization Process Sta
Location Meta Design Touchpoint Design Brand Experience Data
Application Technology Name Gender Age Occupation
Bringing new meaning to old concepts.
SP Service Provider SM Service Medium C/U Customer / User WHAT
(Vision) HOW (Planning) BUILD (Execution) Business Architecture
Application Architecture Data Architecture Technical Architecture
Business Architecture Application Architecture Data Architecture
Technical Architecture C/U Customer / User C/U Customer / User
Designing a Service
BREAK
Workshop
Worst Case Scenario Step 1
Service Triangle Step 2
C/U SM SP Quick Sample of Service Triangle
Business Blueprint Step 3
BIZ & STAFF EXPERIENCE (BACK STAGE) Quick Sample of
Business Blueprint Intra Tool Tag Tag Tag Tag Tag Tag CUSTOMER
EXPERIENCE (FRONT STAGE)
Step 4 Service Design Plan
Quick Sample of Service Design Plan User WHAT (Vision) HOW
(Planning) Build (Execution) Business Architecture IT Architecture
IT IT
Closing
Designs the interface of the experience. User Experience Design
Designs the service and organization behind the experience. Service
Design For better User Experience Great experience comes from great
organizations. Designs communication for service development.
Information Architecture THINKING Designs the IT capabilities of
the service. Enterprise Architecture FRAMEWORK
Just do forget it. Is User Experience Design an answer?
! ! Viability (Business) ! Feasibility (Technical) !
Desirability (Human) Innovation Courtesy of IDEO The Missing Link
Our goal is to deliver appropriate, actionable, and tangible
strategies.
Keeping on doing the same thing and expecting dierent results
is one denition of insanity. - Albert Einstein
Some people see innovation as change, but we have never really
seen it like that. Its making things better. - Tim Cook
Contact Me sprmario.hatenablog.jp
www.facebook.com/kazumichi.sakata www.twitter.com/mariosakata
[email protected] ShibuyaUX & UX Tokyo Concent,
Inc.