The final future of UX: Service Design (SD)
Yes, that’s right. The future of UX is the Service Design approach. And it sounds like music to the ears of a Service Designer. It was not just a side note from a random talk by an unknown professional. It was the message of a UX pioneer and founder of a hugely successful UX consultancy firm: Alan Cooper. He was the inventor of the original persona, doing UX design before there was even a word for it.
There are over 2.2 million apps in the App store and 99% of them are not worth the download. No wonder we only use a handful each day. The clue of Alan’s speech was that in order to design useful, usable and desirable stuff, we should start with learning what are the users’ motivations to use it, what’s inside their heads, what are their mental models.
Working backwards, all these factors will help us find answers to the question of what the users really need. It seemed simple to me as a service designer, but around me I felt that this is not so common in practice. Working backwards requires looking beyond the touch point, and asking “why” a lot.