Week 2 Lectures
Tuesday
On Tuesday we were asked to discuss our thoughts on the 2 articles given last week. As a team, we placed our reflection into the miro board below:
My Reflection On Case Study LSN Global
I think that I see how in both of these movement there is an underlining sense of working on your own mental well-being. As the pandemic has died down, there has been more people looking inwardly at themselves and wanting to focus on building on their mental health. The approach to solving this comes from 2 different extremes, one more social and one more isolating. They address different part of the human psyche that may have been overlook by most people before Covid. Both approaches are valid and effective n addressing the human needs that has arise from people's self awareness on the topic of mental health. But it is important when deciding which approach to go with to reflect on your own self and see their personal need. In my case, I see how in different period of my life I may be drawn to different approaches and degree in which it is in my life.
What is the different between product and service?
Product is tangible and patenable while sevice is Intangible and non-patentable. Product dominant businesswill think of the product effectiveness and focuses on the actual procduct. Contrary service-dominnant business are more focus on the entire process of you receiving the product from effeciency to time.
Service Design is a method for method for designing experiences that reach people through many different touch-points, and that happen over time.
Experience design vs Service design logic
User experience consists of all the user'd interaction with the company from website to kiosk. User experience is the 'What'.
Service dominant includes the planning and organising business resources (people, props, and processes) to deliver the customer experience. Service dominant is the 'How'.
Service design needs to ensure that both the users at the front end and the logistic at the back end are satisfied.
Key Principle of Service Design
Human Centered (focus on people), Co-creative (both stakeholders & users), Orchestrated (aligning all aespect towards the same goal), Tangible (value in intangible and tangible touchpoints) & Holistic (end to end experience)
Tools of Service Design
Personas (User archetype)
Customer Journey Maps (visual journey of entire process, start from problem and see the touchpoints)
Service Blueprint (show the entire journey from users to service providers)
POEMS Frameworks
People, Objects, Environments, Messages, Services
Experience Storyboarding (visualise your concept to your stakeholders)
Reflection on Case Study on Singapore Airline
How would the personas be like?
The persona would be someone who likely travels around quite a fair bit and desires for a comfortable and easy flight. They would have alot of excess cash to spend and wants a fuss free journey. They do not desire to have the same boring experience as others.
What was the opportunity identified?
The identified how passagers were always filled with anticipation for their trip. But many a time flights may not satisfy all their needs. So they want to cater an experience that is able to carry through with the user expectation, and hence encourage them to fly with them again.
Can you define the User Journey?
Yes, it very long
1. Person decide to go on a trip 2. Book a flight on the website 3. Website processes the order and payment 4. Gives person details of ticket 5. Wait for actual check in day 6. Pack
Can you imagine what is involved in the Service Blue Print
The customers will be interecting with the service at a few different points through the website to book, at the airport itself and in the airplane til they land. But before the customer even meets them, there is much training of staff as well as processing of their booking and ensuring the airplane is in working condition.
Case Study User Journey Map (Group)
Case Study Service Blueprint (Group)
As a group we also decided to do the user journey map and service blueprint together to get a sensing of how to format and do a service Blueprint. It was very helpful for us in figuring out how to our own Service blueprint for our project
Thursday
Design Research
Reason for it
Emphathise with people and build a genuiene understanding of their practises and routines.
Immerse ourselves in this unfamiliar subject and the specific context
Step away from established guidlines
Researcher will find out about a customer research to examine their behaviours and their employees' and stakeholder's behaviours.
Players, aretefacts, processes, platforms, etc
There is always something new to learn about your users
Market Research is looking at this particular industry's standard material, education, processes. The WHO and the WHAT of the customer landscapes. It is more quantitative in data.
Design Research is looking at how the user interact with the product. Look at the WHY of the users. More qualitative in data
It takes market research to find something people want. It takes design research to understand what a better product is (deep insights).
Paradigm is a set of assumption tat constitude a way of viewing reakity fo rthe community that shares them
Paradigm shifting is a profound change in a fundamental model
For your product, you need to be able to describe it in details. What is expected of it? What is it do you intend to acheive? What would consitude a problem?
Design Research is the art of observing and gathering responses from them and hearing. This is in order to dive deep to observe their needs which need intuition and be able to perceive what they think.
Want to uncover the hidden needs & pain points. and reveal their motivation & values. Understand human behaviours and the reasons that governs their beliefs.
Research Methods:
User Interviews (create a safe space for users to freely share, avoid complicated language, avoid yes/no questions, plan out the questions)
Focus groups
Shadow the users routine with the product
Role playing
Fly-on-the-wall observation
People don't say what they do
Emapthy Map (help to understand their reaction and their underlinning reason for their actions)
Problem Space vs Solution Space
Immediate solution without properly researching into the problem. But immediate solution donot just fix a symptom, but not the deeper problem underneth. We need to humbe as we approach the issues. Check our bias regularly with our team to fill in the gaps of our blind spots. Exist more in the problem space and do not feel uncomfortable in it. We are reasearch for design, not design as a reasearch.
Quick Prototyping
Paper Model
Paper sketch
Physical Models
Role Playing