Co-Create and Co-Design. The new frontier!
How do we do this?
Let’s say we’re developing a new software application. A banking app that amongst other enable customers to transact via their smartphones and the goal for them is to having a savings account.
So, when WE started developing this app, we followed a Waterfall approach. We soon realised we had to get our app to market quicker. And test some of the features which helped with finding bugs and even change some of the features we planned for future inclusion to this app of ours. With the Agile SCRUM approach the goal was to attempt a quicker turnaround or roll-out and testing software with users often.
And, we followed a Lean UX approach with our design efforts.
Again, we soon enough realised that collaboration amongst the various role players was key in ensuring the success of our new banking app. We had BA’s, software engineers, graphic designers, scrum masters, testers and business involved on this project.
But, we had to find a better way. We had to find a way to get feedback AND input from our TARGET AUDIENCE. This is much greater than just doing usability tests with users. We wanted our target audience to HELP us create an app that they can use and wanted to use. Not just in terms of usability but more important give them value.
An important aspect of building this banking app was the whole customer journey, way and beyond just this digital interface on a smartphone, so we ended up asking ourselves:
How about Co-Create & Co-Design?
Well, the beauty about Co-Creation & Co-Design is that it’s reach is far and beyond just software development. And, it involves not only the end-users but has a great emphasis on EVERYONE involved. This includes the audience we are designing for (in this instance the users of our app) as well as everyone contributing in whatever way.
And it made sense to follow an SD approach when we co-created our banking app solution.
Service Design an User Experience?
The lines between products and services are blurring.
Unfortunately the role of a UX Designer (or UX Practitioner as we call them) is most often associated with someone that focuses on Digital Interface design.
Make it look better.
Will you do the wireframes?
And SOMETIMES UX Practitioners are granted the opportunity to do SOME usability testing. And MAYBE talk to some users at some point.
The point here is that UX work has become a Digital Design thing. UX Practitioners are called in mostly in the software or digital world.
And, generally the role of UX Practitioners on a project isn’t to step back and design an entire service. On the occasions that they DO apply their skills to service-level problems, they are entering the realms of Service Design.
Service Design on the other hand focuses on all touch points throughout the journey.
So our view is that UX will continue to focus mostly on Digital interfaces which is part of a greater journey the user/customer/employee experiences.
It’s almost as if Service Design will be used for the whole experience and we’ll then zoom in to a digital or product level experience and apply UX.