Email @mrmacleod #yourhashtag @ucduk #ucd2013 Joe Macleod and Judith Buhmann Closure Experience workshop Session A7 [email protected] @mrmacleod @judithbuhmann www.closureexperiences.com www.ustwo.co.uk
Closure Experience workshop. UCD2013
Oct 21, 2014
The Closure Experience workshop aims to flip our approach to the customer lifecycle.
Our conventional design process starts with target users and turns them in to happy active users. We often overlook the end of a service when designing the customers lifecycle. Alternatively, by starting our design process with the aftermath of an ended service we can gain a far more potent insight to a customers perception of a service.
The workshop flips the design process, developing personas that have left services, scenarios of ending services and transaction models that encourage fair and just conclusions to services.
Through this, the workshop aims to raise awareness and example tools that highlight our lack of consideration for closure experiences in our designs.
Our conventional design process starts with target users and turns them in to happy active users. We often overlook the end of a service when designing the customers lifecycle. Alternatively, by starting our design process with the aftermath of an ended service we can gain a far more potent insight to a customers perception of a service.
The workshop flips the design process, developing personas that have left services, scenarios of ending services and transaction models that encourage fair and just conclusions to services.
Through this, the workshop aims to raise awareness and example tools that highlight our lack of consideration for closure experiences in our designs.
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Email@mrmacleod #yourhashtag@ucduk #ucd2013
Joe Macleod and Judith BuhmannClosure Experience workshop
Session A7
[email protected]@mrmacleod @judithbuhmannwww.closureexperiences.com www.ustwo.co.uk
CLOSURE EXPERIENCEWORKSHOPJoe Macleod & Judith Buhmann
We have been dealing with the fall out of the littered physical landscape for decades
An invisible landscape littered with old services and digital products
The underlying issue is the same.Our changing relationship with closure.
CLOSUREThe satisfactory conclusion to a product or service relationship. Each party feeling satisfied with the completed transaction,it being a fair, just conclusion without consequence.
OLDDEATH
NEWDEATH
PRODUCTS
LOTS OFPRODUCTS
SERVICES
Creation as a conclusion.
DESIGN
CUSTOMER RELATIONSHIP LIFE CYCLE
awareness knowledge consideration selection satisfaction advocacy loyalty ?
THECLOSUREEXPERIENCE WORKSHOP
THE WORKSHOP
awareness knowledge consideration selection satisfaction advocacy loyalty
personatransaction ending
Post Service Persona
Create a persona that has all the emotional baggage of someone who has just left a service.
ACTIVITY 1
awareness knowledge consideration selection satisfaction advocacy loyalty
personatransaction ending
Endings
Create 2 scenarios, one about a good ending to a service and one about a bad ending. Who / what / why did it happen? Have fun with it.
ACTIVITY 2
awareness knowledge consideration selection satisfaction advocacy loyalty
personatransaction ending
time-out
When a customer uses a service that is based on specific time allocation,
such as a gym membership or a package
holiday, they are expecting access to that
service for a specified amount of time. Actual
usage of this service may fluctuate throughout the agreed upon time period.
credit-out
When purchasing credits for use with a service
provider, the customer still retains some aspect of
protection over those credits, the same as they would if it were still cash.
They are aware of the value of the purchases they make within the
service.
event/task completion
The most successful delivery of a Task/Event Completion type service
involves the service provider managing the
expectations of the customer. If the customer
has a drippy tap, the plumber needs to inform
the customer exactly what the problem is, how long it
will take to fix and the approximate cost.
withdrawal
The Withdrawal end-type represents the
counterpoint to a desired, comfortable and planned service ending. It is always
unexpected and often leaves at least one party
in the relationship unhappy.
inactivity/dormancy
More digital services are being based on content created and shared by
users. These services are greatly reliant on active users, so when people
stop posting that picture, checking in, linking in, or
other verbs we have created in the last few
years, the service starts to die.
ACTIVITY 3Transaction Models
Create a fictional service that will reference the emotional triggers created through your chosen transaction model. Be inspired by the variety of feelings you have identified for your persona.
awareness knowledge consideration selection satisfaction advocacy loyalty
personatransaction ending
payment
payment after delivery
This holds the possibility of empowering the customer,
as potentially they can negotiate the price on the
quality of the service delivered.
payment
payment before delivery
Limits the ability of the customer to negotiate if a service has been poor and
therefore leaves little opportunity for the service
provider to get feedback and improve.
payment
payment
scheduled payment
The customer considers the service a basic / hygiene
level need and wants to give minimum attention to the
transaction.
paymentpayment
payment
payment
payment
synchronous
Digitising services has increased the use of
synchronous transaction. For example,
pay-as-you-go services are digitised and use of them
are increasing in many sectors.
THANKSJoe Macleod and Judith BuhmannClosure Experience workshop
[email protected]@mrmacleod @judithbuhmannwww.closureexperiences.com www.ustwo.co.uk
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