Published on March 6, 2014
7 Design for Services & Consumer Experiences ! ! Spring 2014 | Michael Eckersley, PhD 7. User Data Collection and Analysis Design for services & experience
COURSE SCHEDULE Week Date READINGS/ EXERCISES/ VIDEOS LECTURE & DISCUSSION E TONIT Wk7 Mar 4 Chapters: 5. Understanding The Business 6. Planning User Research Systems NEXT Wk8 Mar 11 Understanding Customers 2.0 Chapters: 7. Understanding Users & Customers 8. Sample Interview 9. Other Sources… Please read and discuss the key points in these documents “Needs Clusters” Alexis ! ! ! https://drive.google.com/ﬁle/ d/0B36lumQNuqxdzl5U2RaVEVaS2M/ edit?usp=sharing Midterm Exam: Design for services & experience
March 11. 6:00p Midterm exam: Answer in class 10 of 12 short essay questions on general topics covered in the course readings to date. ! Please bring a tablet or laptop to type up your answers and email to instructor. Design for services & experience
http://planet.globalservicejam.org https://www.facebook.com/KansasCityServiceJam http://planet.globalservicejam.org/gsj14/jamsite/10672 Design for services & experience
http://com.core77designawards.c77ad2012.s3.amazonaws.com/ uploads/6863/originals/30925150ecc59a012.pdf http://www.core77designawards.com/2013/recipients/mios/ http://com.core77designawards.c77ad2012.s3.amazonaws.com/uploads/6092/originals/901451434e7b38b26.pdf Design for services & experience
http://www.core77designawards.com/2013/recipients/mios/ Design for services & experience
2.0 Purpose: Identifying new market opportunities. Analyzing and planning a portfolio of new offerings. https://drive.google.com/ﬁle/d/ 0B36lum-QNuqxdzl5U2RaVEVaS2M/ edit?usp=sharing Jeremy Alexis, ID-IIT interaction design Design for services & experience
Needs Clusters Appropriate Use: Why? This strategy is best used for identifying new market opportunities, as well as portfolio analysis and planning.! 1. Identifying market opportunities: this strategy will identify unmet needs in the marketplace, and provide guidance for how the new offering can be deﬁned. This strategy is based on the assumption that people are more complicated than one dimensional segmentations can predict. It does require some detailed work but the design team to understand the relevant intersection points between the modes and the requirements, as well as deﬁning the opportunity space.! 2. Assessing / planning your offering portfolio: this strategy also serves as a useful tool for planning a portfolio, since the team can see where existing offerings ﬁt, and where there are gaps in the current system (both from your organization and your competitors). Of course, the team should use additional tools when looking at a portfolio, but needs clusters provide good framework for evaluation of offerings (and even brands) interaction design Design for services & experience
“User research is often criticized for taking too long, costing too much, and not delivering deep enough insights. Even when research is successful, it can be a stress-filled experience for the team and the client as the insights slowly develop from a set of ambiguous, often hard to understand data.” interaction design Design for services & experience
“Much of this problem can be traced back to the fact that most designers “reinvent the wheel” every time they go about designing and executing a research study. There are numerous reasons why designers feel compelled to start fresh every time, but none of those reasons are particularly strong or valid. We are not suggesting that design research should become formulaic, only that we should look for efficiencies in the design and implementation of research programs.” interaction design Design for services & experience
Design research is different than market research: Discovery oriented design research, at its core, is about developing usable insights for a design project. It is dangerous to confuse traditional market research with design research; market research is an end in itself, and is often judged on whether or not the research told the firm anything new. Design research has a different, perhaps more challenging goal: provide the design team / management team the right inputs to create concepts and ideas that are distinctive. This is an important, but subtle difference. interaction design Design for services & experience
Collect and organize your research data what I saw what I learned what it means what I can do with it observations! stories insights! themes criteria! principles concepts Design for services & experience
2.0 Hypothesis: A sizable percentage of the US population, particularly those ﬁnancially stressed and at marginal income levels, could beneﬁt signiﬁcantly from a USPS expansion into nonbanking ﬁnancial services. Likewise, such a move would heighten the mission and improve the bottom-line of the USPS. Such a service could also enhance the quality of life for Americans generally. Design for services & experience
2.0 Step 1 Data Collection (page 5): Talk to a cross section of people***. Ask them how they use (or don’t use) the USPS. Also learn how they pay for things, how they handle their cash or use credit for expenses. Our focus here is on people’s needs and their behaviors—what they do, not necessarily their beliefs or opinions. Assure them their information we be held in conﬁdence. Their names will never be used. *Married households making $40K or less. Or Singles making $20,00 or less. **Consider service workers: e.g., maids, custodians, fast food staff, bus drivers, cashiers, tellers, Design for services & experience
Tools for Saving Viveka Devadas Ryan Hembree Christopher Simon Denise Staples Amanda Woods Trevor Howell George Ressler Ashley Siebert Conor Sixta Fatimah Alhassan Yujie Guo Shant Thomas Michael Eckersley, PhD Design for services & experience Design for services & experience
“Create tools that promote effective savings activities in young people” Tools for Saving • Evidence-based design • Primary user research, data gathering & analysis • Interpretation • User modeling • Needs clustering • Design conceptualization • Solution modeling and presentation Design for services & experience Design for services & experience
AARP “LifeTuner” 2009 Design for services & experience Design for services & experience
Our users 36-60 (N=33) older savvies older strugglers savers non-savers younger savvies younger strugglers 18-35 “Needs clusters”, Alexis Design for services & experience Design for services & experience
compiled key research-based insights • Saving is a learned behavior, a process of social, cultural conditioning • Marriage and family responsibilities tend to engender saving • Saving contributes to a sense of ﬁnancial security • Saving requires motivation • Saving is often viewed as contingent on excess, i.e., balance of income vs. expenses • Conditions of lack engenders conservation of resources • Fear of future lack engenders saving • Desire for instant gratiﬁcation inhibits saving • Saving for long-term needs • Failure to save is common among all ages Design for services & experience Design for services & experience
Our Target Users “Sheena” resistant non-saver “Megan” confused non-saver “Jack” desperate pay-backer “Julie” ﬁxed income scrimper “Daniel” intermittent saver “John” nihilist non-saver Design for services & experience Design for services & experience
persona “Julie” 42 yo, single parent ﬁxed income scrimper 1. Short description of the User Type: On low, virtual poverty income. May have Social Security, alimony or small retirement savings. Minimal opportunity to splurge 2. Brief Persona and use-case scenario: Divorced with 2 kids, ages 15 & 10. Ten year old is autistic. Works as a customer service rep for a humidiﬁer manufacturer, in Kansas City, MO, earning $45,000/year. Owns a town house, bought through a FHA loan. Owns a 15 year old car, frequently needing repair. Was born in Mexico, but has lived in this country for the past 25 years. She is a U.S. citizen. She pays out of pocket for extra therapy/camps for herautistic son. This cost can run $5,000/year or more. 3. Speciﬁc needs, savings tool requirements: Julie is a hard worker and a smart lady. The only thing in life that has caught her off guard is a marriage that didn’t workout, and the incredible costs of caring for a special needs child. These two events in her life have her pinching every penny. She would like to think about the future and saving (even investing), but she just doesn’t have the time or resources. She’s currently trying to decide if she should go into debt to pay for some leadership classes that would help her advance in her job and possibly earn more money. She would appreciate some advice from somebody that can empathize with her situation and give her REAL advice for her situation. Design for services & experience Design for services & experience
persona “Jack” 33 yo, single male desperate pay-backer 1. Short description of the User Type: In debt or having lost savings. Trying to repay loan or credit card debt. Getting eaten up by interest. Living paycheck to paycheck. 2. Brief Persona and use-case scenario: Jack, age 33, engaged. Wedding delayed until debt paid down. Real estate broker. Owns a condo in downtown Kansas City. Has debt on his credit cards from spending frivolously. Making payments on a BMW that he totaled in an accident. Exceeded insurance limits. Paying off medical bills. Has credit and legal issues due to the fact the car wreck was a DUI. ! 3. Speciﬁc needs, savings tool requirements: Jack is swimming in ﬁnancial troubles. Once he was prosperous and living a good life, but the down turn in the economy, recent bad luck and poor decisions has him in over his head in debt. Jack doesn’t even know where to begin with getting back on track,and feels trapped. If only there had been something like the “phone budget tuner” a few years ago, maybe he would have controlled his spending on extra items, and saved money for the unexpected. Design for services & experience Design for services & experience
persona “Daniel” 27 yo, married parent intermittent saver 1. Short description of the User Type: Little discipline for saving. Saves for some immediate needs, but has no long-term plan. May contribute to retirement account, but little to no liquid savings cushion 2. Brief Persona and use-case scenario: Daniel minimal savings knowledge or experience. He is a police ofﬁcer with the US military now back in the US living with his wife and newborn. He was able to save some money for a new pickup trick when he was serving over seas, but now that he’s home it seems like all his salary goes toward household bills, house payments and entertainment. He thinks that just get everything paid-off will set him up for the future. He could be saving, but does not really care about it. “$100 in my hand today is no different than $100 tomorrow”. 3. Speciﬁc needs, savings tool requirements: Daniel needs to understand the implications of savings and the consequences of not saving. He needs to realize the importance of planning for the future, and how ﬁnancial discipline and skills of planning can beneﬁt him down the road. Learning skills of ﬁnancial discipline. He needs tools comes to help in managing two areas: appropriate long-term investment, and short-term liquidity. Daniel has a good deal of cash on hand, some of which could easily be moved into a 401K program or other long-term investments. Design for services & experience Design for services & experience
persona “Sheena” 24 yo, single female resistant non-saver 1. Short description of the User Type: Can’t muster the will or discipline to budget or save. May have limited 401K but doesn’t contribute much. Likes having cash in hand. Lives paycheck to paycheck 2. Brief Persona and use-case scenario: Sheena is a 24 year old licensed practical nurse (LPN) from Nashville, TN. She is a recent graduate of Vanderbilt and is staying in the area to work. She has a lot of student loan debt and understands the importance of saving, but has no practical experience actually doing it. She is keeping current on her monthly bills and has recently started putting some money away for smal purchases, such as a birthday gift for her brother. But most of her goes toward bills, groceries, personal items and gifts, and is long gone before she gets her next paycheck. 3. Speciﬁc needs, savings tool requirements: Needs education to put together a budget and savings plan that will cover her ﬁnancial needs, long-term and short-term. Design for services & experience Design for services & experience
persona “John” 26 yo, single male nihilist non-saver 1. Short description of the User Type: Rejects, opts out of saving. Disillusioned, disbelieving in saving’s value. Little or no future perspective. May be masking fear or denial 2. Brief Persona and use-case scenario: John is a single full time sue-chef working in an upscale restaurant. He dropped out of college and since then has worked in restaurants, where he feels the pace of the work suits. He likes it better than the construction work he did out of high school. His late father was a building contractor of modest means. John has a bank account, but no savings or money market account. Neither has he gotten around to opening up 401. Overall he tends to live paycheck to paycheck. Large or unexpected purchases are made on credit, and debts are piling up. 3. Speciﬁc needs, savings tool requirements: John speciﬁcally needs a savings plan to pay off credit card debt, build up a small cash reserve, and set up a retirement account. Design for services & experience Design for services & experience
persona “Megan” 23 yo, single female confused non-saver 1. Short description of the User Type: Limited or no awareness of savings options or techniques. No savings or retirement plan. Has no mentor or example. Hasn’t sought professional advice 2. Brief Persona and use-case scenario: Megan is a senior in college. She grew up with a single mother of three children. Megan is a C+ student majoring in communications. She has a part time job and likes to party weekends. Her rent, tuition, and other expenses are currently paid by student loans. She knows that's coming to an end, and hopes to ﬁnd a good paying job upon graduation. But has no thought yet of saving for any future. 3. Speciﬁc needs, savings tool requirements: Megan’s immediate needs are to put away funds for ready cash and living needs in this transition period. She needs a simple tool to create a basic budget. Retirement plans can wait a few years after she gets a real job. Design for services & experience Design for services & experience
Salient User Needs safety living future debts leisure Design for services & experience Design for services & experience
! priority need 1 description unexpected expenses, emergencies safety occasional big-ticket costs, e.g., car, appliance, investment 2 living 3 practical long-term needs, e.g, education, retirement future 3 payback credit card, loans debts 5 vacation, splurges leisure * saving intent, i.e., what are people trying to achieve by saving? Design for services & experience Design for services & experience
User Modes & Requirements Matrix resistant non-saver safety living future debt leisure confused non-saver intermittent saver nihilistic non-saver desperate pay-backer ﬁxed income scrimper • • • • • • • • • • • • • • • • • • • • • • • • • Design for services & experience Design for services & experience
Needs Clusters resistant non-saver safety living future debt leisure confused non-saver intermittent saver nihilistic non-saver desperate pay-backer ﬁxed income scrimper • • • • • • • • • • • • • • • • • • • • • • • • • A. Safety Fund: tool to create and maintain a savings fund for small unexpected expenses, e.g., repairs, emergencies B. Living Fund: tool to create and maintain savings fund for occasional big-ticket expenses, e.g., car, appliance, real estate, business start-up C. Future Fund: tool to create and maintain savings fund for large, long-term expenses, e.g., education, retirement Design for services & experience Design for services & experience
tools for saving “Megan’s” Living Fund tool use scenario http://www.youtube.com/watch?v=EHuOyyp0ZW4 Design for services & experience Design for services & experience
Tools for Saving Viveka Devadas Ryan Hembree Christopher Simon Denise Staples Amanda Woods Trevor Howell George Ressler Ashley Siebert Conor Sixta Fatimah Alhassan Yujie Guo Shant Thomas hanks! T Michael Eckersley, PhD Design for services & experience Design for services & experience
Design for services & experience
How the USP Can Save Itself Issue stamps celebrating the Golden Age of Email Convince people that handwritten letters are more true to the original message, man Eliminate delivery on Monday, Wednesday, Thursday, Friday, Saturday, and every third Tuesday Uniform carriers in shorter shorts Create USPS-branded mailbox bats Design for services & experience
Design for services & experience
) b ec usin on es om s, ics y ilit ib (v as ia bi lit y) (fe , gy lo g no rin ch ee te gin en back stage services “curtain” front stage services customer experience ! (desirability) –Service System Design: Bridging the ‘Front Stage’ and ‘Backstage’, Glushko and Evenson, 2007 Design for services & experience
Rationale for broadened mission into “non-bank” financial services • Serving unbanked, underbanked and ﬁnancial exploited consumers • Consumer trust in the brand • Geographic ubiquity • Bank-abandoned low income market • Broad “win-win” beneﬁts • Encourage consumer savings, reduce debt • Benchmarked international postofﬁces • New revenue channel for USPS © HumanCentered 2007, All Rights Reserved! Interaction Design
Opportunities in Non-Bank Financial Services • Payment services • Savings services • Credit services ! • Understand and serve key customers • Ride emerging trend of cahless an mobile banking economy • Partner with bank industry • Employ Intl. UPU for secure back end banking services © HumanCentered 2007, All Rights Reserved! Interaction Design
http://www.nest-egg.com/usps/0102.development/welcome.html © HumanCentered 2007, All Rights Reserved! Interaction Design
FY 2012 Annual Performance Report and FY 2013 Performance Plan Goals: © HumanCentered 2007, All Rights Reserved! Interaction Design
FY 2012 Annual Performance Report and FY 2013 Performance Plan Strategies: © HumanCentered 2007, All Rights Reserved! Interaction Design
FY 2012 Annual Performance Report and FY 2013 Performance Plan Value Chain: Customer Outreach: © HumanCentered 2007, All Rights Reserved! Interaction Design
Representing The System Innovation Design Process www.vimeo.com/5750600 Design for services & experience
look familiar? ABSTRACT design plan CONCRETE NOW NEW –Rick Robinson © HumanCentered 2004, All Rights Reserved! design management Designing BUSINESS services !
7 Design for Services & Consumer Experiences ! ! Spring 2014 | Michael Eckersley, PhD 7. User Data Collection and Analysis Design for services & experience
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