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INTERACTIVE SYSTEM DESIGN & EVALUATION
Service Design (SERVICES…
INTERACTIVE SYSTEM DESIGN & EVALUATION
- Service Design
SERVICE ROLES
- Service roles (for user/customer) fit into 10 catagories
- Facilitator
- Vendor
- Guide
- Host
- Entertainer
- Friend
- Companion
- Assistant
- Guardian
- Expert
CHARACTERISTICS
CUSTOMER PARTICIPATION
- (a) In design: e.g. pre-arranged funeral service
- (b) In delivery: e.g. e.g. stress test or cardiac exam
- (c) In both e.g. counseling, college education, financial management
SIMULTANEITY
- Services are used when provided . Production & consumption simultaneous
- no inventory
- Services operate as an open system
PERISHABILITY
- A perishable commodity (can't be saved)
- The full utilization of service capacity is a management concern
- Demand for services is often cyclical
INTANGIBILITY
- not tangible
- Difficult to paten
- Customer relies on reputation since there is no product to touch or tyr
HETEROGENEITY
- There are variations of service between customers
- Direct customer-employee contact
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UNLIKE SOFTWARE
- Humans are part of the sociotechnical system
- System includes physical objects besides computer and software
- We need to ensure that human service providers:
- Have knowledge and information they need
- Have authority and technical ability to meet needs and solve problems
- Know limits of authority
LIKE SOFTWARE
- Users have Use Cases
- To design a service need to know:
- the use cases to be supported
- the variant situations
- Ability to handle variant situations
- which use cases and situations won't be supported
- how users conceptualize needs and situations
- how we want the users to conceptualize interaction
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DESIGNING A SERVICE
- Emotion and experiential aspects of encounter are crucial to success
- But (usually) users/customers/clients have
- Identifiable goals
- Ways of thinking about the interaction and what they want to accomplish
- But are (often) open to suggestions of what else they can do
- Need to design for successful interactions
- Procedures that work!
- Don't annoy people
- Don't have bad side affects
- MOMENTS OF TRUTH
(Concept created by Jan Carlzon of Scandinavian Airways)
- Critical moments between the customer and the organization that determine customer satisfaction
- Many of these moments
- Opportunities to gain or lose business
- User ecperience catagorised:
- Experience Detractors (not meeting expectations)
- Standard Expectations (meeting expectations)
- Experience Enhancers (superceding expectations)
EXAMPLES
AIRLINE CHECK-IN
- Throughput matters - people queing
- Need fast procedures for standard situations
- Mustn't be held up very long by non-standard situations
- Rules
- Enough autonomy, but this si a situation where law and proper procedures matter
- Supervisors to take problem cases out of the queue
- Note: Not a good idea to make passengers shuffel through laundary at check-in with a queue behind them
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INFORMATION
PRESENTATION
- The right information, Visible, Clear
- e.g. A letter addressed wrongly for an appointemnt
MAINTENANCE
- Information maintenance matters
- e.g. the 'lecture cancelled' notice left in lecture theatre, no student attended
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- DON'T EXCLUDE USERS
e.g. Gottenburg public transport - ticket machines only take Scandinavian credit cards
- INTEGRATE SERVICES
e.g Gottenburg public transport - ferry service with same ticket as buses and trams
- Edward R. Tufte
"Clutter and confusion are failures of design, not attributes of information"
SERVICES ACROSS CHANNELS
Cross-channel user experience needs to be consistent, availabel, seamless, context-specific
TYPES OF CHANNEL
- Face to face
- Telephone
- Typed chat with human
- Desktop to website
- Smartphone
Key issue for commercial website development, e-commerce systems, etc
SEAMLESS
- Design for entire user experience, not just isolated interaction
- User don't have to complete all activities in one go
- Help users recover from interruptions
- Users may continue on another channel
- Help users move between physical and digital world
- Email coupon pizza
- Try on shoes found online
- Find aisle where drill located in DIY store
AVAILABLE
- Users want to complete task in chanenel of their choice, if they cant they become frustrated
- If a task cant be completed on the preferred channel, users move to another channel
- Switching channels is time consuming and inconvenient
- BUT not all tasks are appropriate for all channels
- Experience severely degraded
- Rare on some channels
- Need smooth transition to other channel
CONTEXT-SPECIFIC
- Know users
- 'top tasks'
- 'typical setting or environment'
- common chennels used to complete each task
- strengths of those channels
- Prioritize internal efforts on important user needs
- User features of channels
- mobile friendly URL's in text messages
- Location specific information from GPS in mobile friendly pages
CUSTOMER JOURNEY MAPPING
- Chart of customers interaction with organization through time
- Actions and events
- What customers experience
- What customers do and think
- But customers journeys are different,so
- its an ARCHETYPE, like a persona
- need several
- can be linked to personas
WHAT TO MAP
- Depends on needs. Common choices are:
- Tasks. What is the user trying to achieve at this stage?
- Questions. What does the user want to know about this stage?
- Touchpoints. How does the user interact with the organisation at this point?
- Emotions. What is the user feeling at this stage in the process?
- Weaknesses. How does the organisation let the user down at this stage?
- Influences. Who or what is helping to shape the user's decision-making process at this stage?
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