Published on June 6, 2009
Mental Models, Service Design & the Problem with Convergence Filip Healy & Ian Collingwood
Convergence to users Users don’t know what convergence is, they just want things to work in a convenient and useful way. Bridging: Uniting: “The right parts of the service available on “The right services available the right devices” together in one place”
Who is offering convergence? There are many companies offering many services under a single brand
Benefits Users expect benefits from this
Brand convergence Uniting the brand leads to expectations of converged services
Mental models They form a mental models…
Who is offering convergence? A converged brand does not always mean a converged customer experience
Orange broadband offer
Moment of truth The point is that the user forms a mental model that is not always true
Why is this important?
Why is this important? Personas Card sorting Eye-tracking Ethnography Diary studies Ethnography Web testing Mobile testing Iterative usability Online surveys Wireframing Usability workshops Personas Prototyping
However We often get involved in a specific product or UI dilemma
However We are not dealing with users
Service design We only focus on one part of the “front desk”
Example A telecoms company creates a browser toolbar….
Example A telecoms company creates a mobile music service….
mobile music player
Service design Designing the “front stage” experience requires features at the “back stage”
They build what they can Burj Dubai (height 818m)
What causes the roadblock It wasn’t in the plan to do it that way
What causes the roadblock We don’t have budget for that
What causes the roadblock We have to keep to the schedule
Technical constraints Impossible Not impossible Bill Bill
Who is scoping? It’s beyond the scope of the project…. NOT FOR THE CUSTOMER
We’re too late The “back office” was already designed much earlier
Mental models The mental models can help to shape the organisation
Integrated definition “IDEFØ is a method designed to model the decisions, actions, and activities of an organization or system” (www.idef.com/idef0.html)
Who’s listening? Mr Big is not in the room
Who’s listening? “I don’t want it good, I want it on Tuesday”
Who’s listening? Mr Big is not in the room Product A • UX input Product B • UX input Strategic Technical Product decisions systems design Product C • UX input Product D • UX input
3 steps to move forward 1 2 3 If you work for an organisiation that cannot always deliver the products and experience that customers are expecting then you could have this problem
Step 1. Charity starts at home 1 2 3 Converge the user experience team Facilitate knowledge sharing Create a central UX information resource Create a wiki Work across programs not products Capture every instance the user mental model breaks Create a document to feedback upstream Proactively deliver value beyond immediate project
Step 2. Converge product development 1 2 3 Recommend a program manager Ensure program manager attends all debriefs Liaise with the program manager Recommend program level UX involvement Involve service designers Promote inter-working and knowledge sharing Change reward mechanics Provide collective pool for requirements Provide back channel to senior management
Step 3. UX at a strategic level 1 2 3 Insights must reach decision makers earlier Early product design prior to strategic and technical decisions Products sketched out with key stakeholders Converged experiences mapped out based on user expectations UX program manager advises decision makers UX program manager supports product teams Holistic information gets to product UX team Product UX findings converged upstream User mental models understood early in process Product marketing inline with mental models
The service system Service design is more explicit about connecting front and back stages
UCD and service design For “self service” applications “document exchange design” needs inputs for user requirements and context of use. Robert J. Glushko (2006), Information & Service Design program, UC Berkeley
UCD and service design For “self service” applications “document exchange design” needs inputs for user requirements and context of use. ISO 13407
UX in converged service provider • If you are a service provider • If you are uniting several services under one brand • If you want to develop new products for your customers that are successful UX should be part of your strategy
UX in converged service provider “Generating shareholder UX value on the road to full Costs convergence correlates with generating recognised and effective value to the targets customer” Fixed-Mobile Convergence Alliance 2008 Strategy & technology
In the short term? We know the user’s mental model
Convergence centred organisation Convergence is a service. It Marketing needs to be designed. Organisational Technology structure Convergence Product Strategy development Remuneration UX
Filip Healy email@example.com 58 Bloomsbury Street London WC1B 3QT +44 (0)207 307 7770 www.amber-light.co.uk
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