putting people first: ux through a service design lens

Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays

Putting people first: UX through a service design lens

SAY HELLO @wearesnook


How do you stop a dead badger from showing up at the front desk

of a Council?


The WHY informs the WHAT


BUILD ME A BRIDGE.


WHY?

BUILD ME A BRIDGE.


BECAUSE I NEED TO GET OVER THE WATER.

WHY?

BUILD ME A BRIDGE.


WHY?


WHY?

BUILD ME A BRIDGE.


BECAUSE I NEED TO SEND SOMEONE A MESSAGE.

WHY?


WHY?

BUILD ME A BRIDGE.


WHY?


WHY?

BUILD ME A BRIDGE.

BECAUSE I NEED TO SEND SOMEONE A MESSAGE.


“If technology is the answer, what is the question?”

– CEDRIC PRICE


Why is it important that we think service and not just digital

in user experience?


HullCoin

“Hi. We’re HullCoin. We know our users very well and talk to them everyday. We have a great idea to use tech to support our community but how do we involve them in the design process?”

HC


Copyright Creative Commons - “Bristol Pound” by alisterb on flickr.com

http://flickr.com


FINDINGS

1. Be local and personal with content and language

2. Visual guidance is necessary

3. Streamlining the process


Glasgow City Council

“Hi. We’re Glasgow City Council. We have redesigned our website. Can you test it with our residents to make sure it works for them?”

GCC


FINDINGS

1. Content and language should be appropriate and accessible

2. Supportive visuals should be included

3. Audience communication throughout service


Know your people


Taking organisationsback to the WHY


It’s all about motivations


ClientCustomer

DIG

ITA

L


Glasgow City Council has over

10 million individual pieces of contact with

citizens each year*

*Statistic from Glasgow City Council


“The website didn’t give me the simple information I needed.”

“If it was a special circumstance, I’d want to phone to speak to somebody directly.”

“I don’t phone because of my accent, I find people can’t understand it.”


digital products digital service

services with digital elements


Tech as an enabler


Helping organisations see ‘users’ as people


ClientCustomer


It’s not about moaning


How do we facilitate this?


Make them comfortable

Manage expectations

Thank them for their time

Give them food


Usability, not user testing


“I don’t want to break it…”


32 33

BACKGROUND

Sven graduated from Glasgow University 3 years ago with a BSc (Hons) in Geography.Whilst he initially struggled to find a direction after his studies, he eventually landed a job with Visit Scotland. He is not particularly enthralled with working there but it pays the bills and sustains his current lifestyle.

Since leaving university, Sven has becomes increasingly health conscious; he has reduced his alcohol intake and now attends a climbing club on the weekends.

As part of this healthier lifestyle he is becoming increasingly ‘green’; Sven now cycles to work and has started recycling as much of his waste as possible.

Persona A: SVENNAME: Svetoslav Dimitrov (Sven)AGE: 25LOCATION: North Kelvinside, G20OCCUPATION: Junior position in Visit ScotlandNRS SCALE POSITION: C1

USE CASE SCENARIOS

As a keen cyclist,I want to know that the council are taking action on my feedback about potholes on my cycle to workso that I can have a better ride to work, less tire punctures and don’t need to keep contacting them for updates.

As a person trying to be greener,I want to know where the nearest recycling points are to meso that I can make recycling part of my home routine.

Alexandra Clarke & Marie Cheung@wearesnook @draclarke @mariecheungsays 38

Engage, listen and learn


Putting people andtheir needs first


There’s a dead badger in your blue bin.

You want to use the website to

report it to the Council.

What do you do?


“I wouldn’t have guessed it’s bins and recycling for dead animal uplift.”

I would’ve just used the search bar and I’ll probably type ‘dead [badger]’ instead

of dead animal.”


Insights, not just numbers


“Can we print out participant andactivity information?”

“I want volunteer to confirm activityand I just press go”


Build iteration into the process of

developing services


This is about more than just click-throughs


“I’ve run a web design company for years and I've never done this process. It has

been phenomenally useful!”

- HullCoin Team Member


User Research + Usability Testing

User Research Usability Testing

User Research + Usability Testing

HullCoin

Glasgow City Council


5 people touncover 85% problems

https://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/


Test early and repeat it


Content and language are as important as digital experience


Design the whole experience


Services are end-to-end


FRONT STAGE

BACK STAGE

Aware Join Use Grow Return


Actions not just functions


As an issuer I need to be able to add

activities quickly so I can work on other

aspects of my work

Use cases


Do it and do it again


What does this mean for UX?


So… remember the story of the dead badger?


The user experienceis everyone’s business


1. Know your people 2. Engage, listen and learn 3. Design the whole experience 4. Do it and do it again


THANKS!