1. #iak10
UX design, service design & design thinking
A common story ?
Sylvain Cottong, founding partner
Economist by education, design thinker by practice
@sly
sylvain@integratedplace.com
www.integratedplace.com

2. The world
Ø Abundancy in developed countries vs. poverty in developing or
underdeveloped countries
Ø Rising inequality & poverty in developed countries (social problems,
vanishing social cohesion)
Ø Over population in developing countries vs. shrinking population in
developed countries
Ø Environmental threats & global warming
Ø Mass migration
Ø Health sector problems
Ø Technolgical (r)evolution & rising complexity (exponential evolution since
1800 , so increasingly speeding up…analogy with Moore’s law)

3. The world
Ø Emergence of the Internet: Thousands of new possibilities for
services & experiences; mass-customization of products &
services
Ø Emancipation of the user voice (power of social media) &
rising expectations for transparency, efficiency, quality & great
experiences also for non-digital products & services.
Mass-cocreation.
Ø Globalization (already before the Internet but much more
since)

4. The world
…..and recently:
Ø the financial crisis
Ø followed by the economic crises
Ø and now by the Euro & public debt crises……….

5. What does that mean ?
• All things combined, it looks like we are in the middle of a global cultural
crisis, a crisis of values & behaviour
• We face pressing ecomnomic, social, technological, environmental &
cultural challenges
• Everything is constantly changing, uncertainty & change are the most
stable factors today.
• (Open) innovation & constantly adapting to new constraints becomes a
critical factor for survival for companies, organizations, states &
governments, the world as a whole...

6. What does that mean ?
• But life & business must go on, design thinking can thus be seen as a
management paradigm, made up of a state of mind and a set of
methodologies that tries to adress this new reality
• We move away from the purely analytical, efficiency driven, “always
more” & reckless way of doing to a more human centered, intuitive,
transparent, responsible & sustainable way of doing business, politics,
leisure...etc
• Management paradigms & theories were always changing in human
history, and are a result of the “ruling culture” to which they adapt.

7. Experience design
• Today, it is actually the whole experience provided by and associated with
a product, website, service, policy...etc (and the corresponding brand) that
is rated by customers and that drives their purchase and/or voting
behaviour.
• Experiences must be effective, efficient, valuable & feasable from a
producer’s point of vue and useful, usable, desirable, credible, enjoyable
(and findable; hello IA’s ;-) ) from the customer’s point of vue.
• Where “desirable” & “credible” also determines the cultural acceptance
of an experience
• Design thinking & related experience design methods help to develop
great experiences that are culturally accepted & desired and economcially
viable

8. Design thinking process
Ø Non-linear process
Understand & define
│ Ø Think visually, Tell stories, Use role-plays
Observe & research
Ø Experiment, improvise, be intuitive, take
│ risks, fail a lot and early
Ideate & Cocreate Ø Create multidisciplinary expert teams
│
Ø Trust & optimism
Choose
│ Ø Empathy
Prototype and test Ø Take a different view on things, think
│ what might be instead of only trying to
improve things within existing
Implement & learn frameworks

9. Service design & UX design
• IA & UX for the Web, as our community understands it, considers
the experience provided by one channel, the Web and it’s digital,
mostly screen interface.
• Service design considers the experience provided by all the
touchpoints together. Multi-channel experience design:
– face-to-face,
– physical environments,
– traditional communication & sales channels,
– call-centers...etc
– and the Web in all its forms (mobile, computer...etc)
• They are both interaction designs

10. Service design & UX design
• Most Websites are services, so they can also be considered by the
Service Design point of vue and associated tools & methods.
Almost everybody today is a service provider. Services stand for
nearly 70% of our GDP’s.
• Service ecologies have become much more complex since the
Internet as a lot more things are possible.
But at the same time it has become much more difficult &
challenging to design the services and experiences that people
really need, want & use.

11. Service design & UX design
• Some more expansive definitions of UX design:
Ø User experience encompasses all aspects of the end-user's interaction
with the company, its services, and its products.
- Nielsen Norman Group
Ø The design of anything, independent of medium or across media, with
human experience as an explicit outcome and human engagement as
an explicit goal. - Jesse James Garrett
Ø I'm interested in "experience design" because it's the most
imperialistic of all design disciplines to date. I mean, 'design' can be
about pretty much anything, but 'experience' design -- come on, what
ISN'T an experience? - Bruce Sterling

12. Service design & UX design
• UX for the Web and Service design (or experience design as a broader
definition for a service) both follow the design thinking process.
• They actually share in common the design research & ideation tools and
methods: Interviews, Personas, Ethnographic studies, Mental models,
Empathy maps, context mapping & other generative techniques....etc
• But they have their own media specific prototyping & modelling tools
– UX for the Web: wireframes, flowcharts, content inventories, card sorting, navigation
schemes, tagging systems....etc
– Service design: Customer journey maps, service blueprints, role plays, storyboards
• Even these media specific modelling tools tend to get more and more
merged & shared between the 2 disciplines
• User experience design is experience design as much as Service Design is.

13. Customer journey map
http://www.flickr.com/photos/whatidiscover/217822551/

14. Customer journey map

15. Service blueprint
http://www.flickr.com/photos/brandonschauer/3363169836/

16. Service prototyping
http://www.servicedesigntools.org/sites/default/files/res_images/STORYBOARD_03_0.jpg

17. Service prototyping
http://paulthurston.co.uk

18. A point on design research
http://www.maketools.com/pdfs/Contextmapping_SleeswijkVisseretal_05.pdf

19. Ubiquitious Service Design
• In a recent, seminal article by Peter Morville on “Ubiquitious Service
Design”, facing the emerging mobile Internet, augmented reality &
Internet of things world he states:
“It's an era in which information blurs the boundaries,
enabling multi-channel, cross-platform, trans-media, physico-
digital user experiences. To succeed, we'll need teams that are
multi-disciplinary and individuals who can help us think
visually.”
http://semanticstudios.com/publications/semantics/000633.php

20. Design as a business strategy
• Design for service & innovation is a very practical approach to
implementing a wider, design-led business strategy.
Design can be used as a creative and accessible form of business planning
to align strategy, brand, communications & physical environments around
propositions that enhance customers’ experiences.
• Roger Martin: “The most successful businesses in the years to come will
balance analytical mastery and intuitive originality in a dynamic interplay
that I call design thinking. Design thinking is the form of thought that
enables forward movement of knowledge, and the firms that master it will
gain a nearly inexhaustible, long-term business advantage.”
http://www.businessweek.com/innovate/content/oct2009/id20091014_072850.htm

21. The design of business
http://www.rotman.utoronto.ca/rogermartin/designofbusiness.pdf

22. Business model innovation
http://alexosterwalder.com/

23. The Bauhaus Building in Dessau, designed by Walter Gropius
Bauhaus was a school in Germany that combined crafts and the fine arts, and was
famous for the approach to design that it publicized and taught. It operated from 1919
to 1933. ("House of Building" or "Building School").
The school existed in three German cities (Weimar from 1919 to 1925, Dessau from
1925 to 1932 and Berlin from 1932 to 1933), under three different architect-
directors: Walter Gropius from 1919 to 1928, Hannes Meyer from 1928 to 1930
and Ludwig Mies van der Rohe from 1930 until 1933, when the school was closed by its
own leadership under pressure from the Nazi.
http://en.wikipedia.org/wiki/Bauhaus
…the Bauhaus was the most influential
art, craft and design school of the
century. They are definitely more than
just design.
http://mootee.typepad.com/innovation_playground/2009/08/bauhaus-is-not-just-a-design-movement-it-is-a-business-philosophy-too.html1

25. …is design thinking a movement (in business)
that is equivalent to Bauhaus ?
How do we take advantage of mass co-
creation and social connectivity to create
new business models that are designed to be
sustainable, simple and empathetic?...

26. Since 1937, László Moholy-Nagy
continued the Bauhaus
movement at the “New Bauhaus”
in Chicago which later became the
Chicago Institute of Design, which
today is one of the most
renowned Design Schools in the
world teaching Design Thinking
methods amongst others.

27. Thank you !
• Your questions ?
• Sylvain Cottong
• sylvain@integratedplace.com
• www.twitter.com/sly
• www.integratedplace.com