bjbj< Brandon Schauer : So you ll start to see patterns. Things like launch and learning,
and then evolve on that we just saw there. Definitely this year we re going to be dealing
with a lot of taking experiences beyond the browser. And I think another pattern you re
going to start to see emerge this year at MX is the emerging practices service design.
Johan from the European-based design firm Making Waves will be touching on just this
subject of service design. Occasionally you come up against a project that forces you
to broaden and rethink your approach from the one you set off with. He s going to tell
us about a story about such a project, and how do you go about identifying those moments
and what do you do with them? Johan. Johan H sen-Hallesby: Yeah, great to be here, because
this is what it looks like back home right now. A little touch of spring didn t hurt.
So this is not a title. It s more of a quote that really frustrates me, because it sort
of reflects that we re still constrained by our publishing systems, and that s sort of
what keeps us from not creating the experience we want to do. So at Making Waves we set out
to try to get beyond that constraint, and we looked to service design for that. And
the reason you never heard about Making Waves is that we primarily operate in the Scandinavian
market, but we re a digital consultancy of about 200 people, and we celebrate ten years
this spring. m not going to go that much into service design, because I understand that
tomorrow someone will talk about the differences and similarities between service design and
user experience. I just want to mention this book which you really should pick up, which
is a really great introductory book to service design. But the project I want to highlight
is one of our many clients in the travel industry, and this is a process that started five years
ago, and it steered us into the path of service design. And as much as I would love to talk
about the success of the product, I m only going to focus on the challenges that led
us there. So the idea was this. As a tourist you re looking for a destination, and when
you re looking for a destination, it s usually something really specific, like you want to
see a painting or you want to go on that cruise you heard about, or you want to go pet that
polar bear, which by the way, you really shouldn t. So then we put sort of visit Norway into
that equation, and why s that? Well, the whole idea is that we d rather have you coming to
visit Norway rather than to a destination. And you know, Norway is such a small market,
that it s a once-in-a-lifetime experience to go there, so we really need you to go like
this and see all the other destinations. So that would be the model. And the reason why
you know, we want it is this is the official travel guide backed by the Ministry of Travel
and Industry and all that. So on paper, great idea. Right? Well, for us who are suppose
to build these products, a lot of challenges show up when you try to mold this into a product.
Just for context, this is Norway. There s a lot of Europe going on over there, but they
re not a part of the story today. So if you re one of these popular destinations, people
come all by themselves. I mean, if you have northern lights or midnight sun, or awesome
fjords, or renowned opera houses, you re fine. But the whole model of this was that the lesser
known destination was suppose to piggyback on this. So then you have these popular destinations
who need to compete for their own keywords and graphic, which you know, why would that
be their responsibility? It s sort of like when your mom tells you when you re going
out to bring along your little brother. Great. So that s the first problem encountered. If
we don t provide significant value to the partners, we re threatened by having a service
that doesn t feature the most popular destinations. And for the user that means you know, sort
of the Norway that would look like this. Like taking your shop into the map and that s what
you left with. That s not a service as a user you would trust. You wouldn t explore further
if they don t provide stellar content on what you expect. Secondly, what do you expect from
a travel service in first place? One of the things would be an expert guide. The other
would be more like the validation of why you should do it. The mechanics of trip advisor.
And of course, the ideal would be to actually make the inspiration into actual booked plants.
The only problem is because of the politics of this site, all the participants should
have the same ranging in there so you can t really put one destination over the other.
So you know, there goes that option. And five years ago we didn t even have Facebook, let
alone any unified system to do recommendations, so we didn t have that. National booking system.
Well, it s coming this spring, but five years ago forget about it. So you know, no recommendations,
no validation, no execution. So the designer in this situation is sort of left with this
situation. You have a clear idea of what the service should be, but this is what you have
to work with. m not going to propose that we can easily solve all this complexity today,
but we can definitely change a little bit how we would deal with it. Five years ago
I would say this would be more of the situation of how we would work with it. It would sort
of be like product design responding to a situation where you do your research, you
plan and design, and you end up with a product, and hopefully a good product. And all these
problems that you encounter like this, you sort of have your way to design around them,
to create the illusion of a good user experience. But you risk having this sort of experience,
which feels like you re in control of it, but you re not really. So this is why we started
looking for other ways to work with user experience. Not in the product, but on a different level.
One of the obvious places to look was service design, and we can now skip five years ahead.
We work with different models to work with us, and one of the things we use the most
is service blueprinting. I m sure some of you guys have worked with this. And if you
go into Servicetools.org there s a bunch of resources to look at, but this is typically
where we would start a project today, and not in product specification. And to just
show you sort of an oversimplified model of our framework today, it would be more like
this. That we would start out with visiting Norway, a project like that. We would start
out by defining user journey, regardless of the product we re suppose to build, and regardless
of the touch points. It would be, what is the user actually expecting when traveling?
And we d start out with the most basic steps like, you know, before traveling, during travel,
after travel, and then do more granulated versions of it. And then we would map the
user needs to it. What are you actually looking at here? When do you see confirmation? What
are your needs along those sequential steps? And then you re working with the business
opportunities in all these steps. And of course, the processes that need to be there to support
these. And of course, working with a model like this gives you a fairly healthy dynamic,
because a user experience designer would you know, work this way, and then you have the
technology guide written down. The business developer working this way. And this might
look like a whole different activity that we probably should be working on. I mean,
weren t we suppose to build websites? But we find this to be the most important context
to actually define these products, which is you know, the touch points that are alignments
between there. And so we still build the websites in the same place, in the same way, but what
s really different is that we use this axis a lot more to define newer products. And you
know, this is where we find the alignment between user needs and the business goals.
And it also helps us work with the other channels that we re building, because while we used
to build only websites, now you know, iPhone apps and print is always a part of the project.
It s not just the website anymore. So this is sort of where we re at right now, but we
would love to discuss more, you know, what the next step is, because this is what all
our projects are about now. It s not just a product anymore. It s multiple touch points,
and it s designing for over time. And you should really come visit Norway. It s a fun
little country. Alright. Thank you. [End of Audio] Johan Hogasen-Hallesby Page PAGE of
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