1. Beyond the touch points
The convergence of service
and experience design
UX Conference - Lugano 3/12/2009
Gianluca Brugnoli Ph.D.
Dipartimento INDACO

2. The connections
between the parts
make the difference

3. What is a service?
What is an experience?
Are they different?

4. Service?
Experience?

5. Service Experience
A “solution” delivered The quality of the
by a system made of user interaction with
multiple touch points a product or a
and resources. service.

6. Experience Service
What it is The quality of the user interaction A “solution” delivered by a system
with a product or a service. made of multiple touch points and
actors.
Key design goals Produce consistent, desirable or Improve the quality of the
required effects for the users of a interaction between the customers
product or a service. and the suppliers of the service.
Make the “solution” better, in order
to fulfill various business or social
goals.
What has to be The system which enables the The infrastructure which delivers
designed user experience. the service: the front-office.
Mainly digital. Mainly real.
Key design approach User centered design. Customer centered design.

7. Focus on:
1. End users / customers /
stakeholders of the system
2. Touch points of the system
3. The solution / result delivered
or created by the system

8. The front stage
Touch points
The stage of the user experience

9. The back stage
Processes and
organization
The process organization and
features which deliver the service

10. Fast food?

11. Restaurant?
Slow food
restaurant

12. Customer journeys comparison
Restaurant
enter find a order enjoy pay exit
table food food
loop
The restaurant script – adaptation from Schank, Abelson (1977)

13. Customer journeys comparison
Restaurant
enter find a order enjoy pay exit
table food food
loop
Fast food
enter order pay find a enjoy exit
food table food
loop
The restaurant script – adaptation from Schank, Abelson (1977)

14. Customer journeys comparison
Restaurant
enter find a order enjoy pay exit
table food food
loop
Fast food
enter order pay find a enjoy exit
food table food
loop
The restaurant script – adaptation from Schank, Abelson (1977)

15. Beyond the touch points
Services and experiences
are mainly processes
They are actions networks based on a system
made up of many different touch points, which
flows through time and space following the
user’s activities, intentions and goals.

16. The design tools are
the same

17. Experience and service converge on systems
Experience Service
Quality of User Service solution
interaction centered delivery
Mainly digital design Mainly real
design levels
System architecture
processes and
organization
System touch points System touch points
System touch points

18. Beyond the touch points
The touch points are important as
well is important how they are
connected within the interaction
system.
Who defines this connections?
In the digital world the connections
are created by the user.

19. Designing the platform for the user experience
Many entry points are possible
In the system there are many entry points where the user can initiate the
interaction, following context, situation and other needs and goals.
There is no one best way
Interaction and task flow doesn’t always follow one single optimal
process, but is the combination of various partial and occasional actions
accomplished by the user with different tools in different context.
Design for connections
In the system scenario, design is mainly focused on finding the
connections with the whole network, than in creating closed and self-
sufficient systems, tools and services.
Connections are social and cultural assets, other than technical.