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Service Design Research UX Poland 2013 Service Design Research UX Poland 2013

Service Designing customer experience at the time of service Service Designing customer experience at the time of service

Touch points Great experience across all touch points Touch points Great experience across all touch points

Service Examples Service Examples

Visiting the museum Visiting the museum

Concierge Concierge

Online loan Online loan

Service Design Lucy Kimpbell Service Design Lucy Kimpbell

Service Design Process Discovery Definition Design Delivery Service Design Process Discovery Definition Design Delivery

Customer Journey Map How the customer perceives and experiences the service interface along the Customer Journey Map How the customer perceives and experiences the service interface along the time axis

Maps of a customer experience focus on how things will be experienced, not how Maps of a customer experience focus on how things will be experienced, not how they're made.

Research Identifying, discovering and understanding the service context and users Research Identifying, discovering and understanding the service context and users

Research Context Research Context

Touchpoints Touchpoints

www, mobile Mailing Social media, forum Advertisement – display, tv, radio, outdoor Places – www, mobile Mailing Social media, forum Advertisement – display, tv, radio, outdoor Places – store, institute, home, office Dokuments – POS, invoice Touchpoints

Research Users Research Users

People People

Users, customers Frontstage employees Backstage employees Partners Stakeholders People Users, customers Frontstage employees Backstage employees Partners Stakeholders People

Research Methods Research Methods

Interviews Individual, in-depth At lab, home, office Interviews Individual, in-depth At lab, home, office

Interviews With customers, employees partners, stakeholders Interviews With customers, employees partners, stakeholders

Field study Observing users in the field at the time of service Field study Observing users in the field at the time of service

Field study Watch people visiting the institution Watch customers shopping at the moll Field study Watch people visiting the institution Watch customers shopping at the moll

Mystery shopper Researcher in customer’s shoes Mystery shopper Researcher in customer’s shoes

Mystery shopper Shop online and try to take the loan Talk with consultant about Mystery shopper Shop online and try to take the loan Talk with consultant about the service

Diary study Users record their experiences related to a particular subject over a period Diary study Users record their experiences related to a particular subject over a period of time

Diary study Moments when looking for help Experience when visiting museums Diary study Moments when looking for help Experience when visiting museums

Usability testing Observe how customers are useing interactive products Usability testing Observe how customers are useing interactive products

Usability mobile app testing Test the website and Conduct eyetracking of landing page Usability mobile app testing Test the website and Conduct eyetracking of landing page

Questionnaire Online or offline For users, employees or partners Questionnaire Online or offline For users, employees or partners

Questionnaire Ask call center employees about calls Questionnaire Ask call center employees about calls

Desk research Analysis of customers’ opinions Desk research Analysis of customers’ opinions

Desk research Read forums and Facebook fanpage Desk research Read forums and Facebook fanpage

Report analysis Help desk, call center, FAQs Report analysis Help desk, call center, FAQs

Expert review Expert analysis of touch points – websites, documents, places Expert review Expert analysis of touch points – websites, documents, places

live|work live|work

Thx! Thx!

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