pedro custodio - designing future services
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Designing Future ServicesPedro Custódio, ExDPan-Baltic Usability Day
Tallinn, 2012
ExDENG
1994 2012
My personal journey
SAPO.PT
Head of Quality & User Experience
Software Architect
Sapo.pt / Portugal Telecom - 2005/9
• Develop new and amazing web/mobile services
• User Centered Best Practices
• UX/Usability Education
• User Centered Design methodologies
• Increase user usage satisfaction
• Increase services credibility,
• High quality development processes & deliverables
VODAFONE 360
• Scrum / Agile methodologies;
• Product & user stories definition;
• Creating and maintaining the product backlog;
• Product feature prioritization;
• Active product testing and & quality management;
• Representing, interfacing and engaging with end users;
Developer Program & Open Platforms Program
Product Owner Chat & Social Networks
Vodafone Group Services 2009 / 2010
• Commercial Proposition Development
• Product Requirements
• Use Case & Customer journey
• Service Blueprint
• GSMA User Experience Guidelines
• Market engagement & development
Product Manager RCS-e / joyn
Vodafone Group Services 2010 / 12
VODAFONE JOYNRich Communication Services
“Rethinking the core communication services”
We live in the Future...
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In the beginning there were PRODUCTS
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Then they connected them with other products creating a SERVICE
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And soon became an entireecosystem of connected products, services and platforms which we cannow safely refer as an “Experience”
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highly
differentiated
Undifferentiated
Premium PricePrice
Extract
Commodities
Make
Goods
Deliver
Services
Stage
Experiences
ECONOMIES
AGRARIAN INDUSTRIAL SERVICES EXPERIENCE
The Progression of the Economic Value
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User Experience became the onlyreal product and service differentiator
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Products and Services Ecosystemsforces us to rethink our usability learnings, we now operate in a much more complex environment.
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Products and Services Ecosystemsforces us to rethink our usability learnings, we now operate in a much more complex environment.
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Good news!We already have and know most of the tools...
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USAGE
Awareness
Evaluation
Support
(Payment)
Renew / End
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FIRST THINGS FIRST!
Before we jump into visualizations let us ensure that we capture the right content for our journeys.
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WHOLet’s start from the beginning, or shall we say from the center?
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Phillipshttp://phillips.com
Funky Projectshttp://funkyprojects.com
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WHATWhat do all of them need?
What are they trying to achieve?
HOWHow are we delivering against
all of those learnings?
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Where are the actions and interactions taking place? In which context? WHERE
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Martin Neumeier
“Deep Design”
The Designful Company, 2009
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Designing the whole experience
Not just the tangible part of it!
Not just how usable it is!
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Usability it is not a Bandaid!It starts on day ZERO!
USABILITY
USABILITYUSABILITY
USABILITY
USABILITYUSABILITY
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USAGE
Awareness
Evaluation
Support
(Payment)
Renew / End
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Kuudes Kerros
Service design concept for Helsinki City Library
http://kuudes.fi
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Martin Neumeier
“Meta Team”
The Designful Company, 2009
Communications
Sales
Marketing
Risk Manageme
nt
Exec
Finance Strategy
LegalAdmin
HR
Operations
Brand
Distribution
Products
Services
IT
Graphic DesignPR
Exhibits
Web Design
Package Design
Advertising
Experience Design
Product Design
Ethnography
Research Intellectual Property
Process Design
Training
Events
Identity Design
Brand Strategy
Financial Reports
Management Consulting
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Make it or Break it!
Photo: Getty
An Experience is built cumulatively with each interaction, so the quality of those will add up to
the memory of the overall experience
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Ten GREAT laws of EXPERIENCE
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but generative
SIMPLE
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REPEATABLE but not boring
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FACILITATESbut doesn’t take over
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TEACHESbut doesn’t push!
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DIFFERENTbut still familiar
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adding context value to each use INTELLIGENT
38HUMANat the center
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but discreetSECURE
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INCOMPLETEPermanently and yet clear
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SHARABLEwe talk about the good / bad experiences
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SURPRISEadding more value, than expected
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