Shelley Evenson discusses service design using examples of social media such as Twitter.

Shelley Evenson participates in a questiona and answer period after her presentation on service design.

“The social is really the inevitable extension of all services that we’re all going to be participating in … businesses have to address the value exchange with constituents wherever they are,” said Shelley Evenson, Principal in user-experience design at Microsoft Start-Up Labs, at a discussion hosted by the Alberta College of Art and Design.

Comparing examples of shopping online now to ordering from a Sears catalog when she was young, Evenson described how design as a service is becoming more important for companies.

When she was young she was only able to afford a single item at a time from the Sears catalog and then had to wait six weeks for delivery. Now she could order shoes online at night and have them arrive at her doorstep the next morning.

“People’s expectations are changing,” said Evenson about rising expectations from users online.

During her trip to the Alberta College of Art and Design in Calgary she encountered several services such as Metro, Starbucks, Air Canada, etc., which helped to create a good service experience on her trip.

“The five P’s that are involved in service are people, product, place, process and performance” said Evenson. “Service designing is really addressing functionality and form.”

Evenson also brought up examples of how quick social media is today with information (i.e. Hudson airplane crash on Twitter) and it’s power to influence opinion. “Movies have been made and broken in a day. So if reviews are negative in the tweet stream the movie won’t last, it’s over in a day.”

“People are participating in more things in more ways and there’s a lot of information.”

Her past work with companies such as Apple, CIBC, Kodak, and Xerox focused on design languages, strategies, design prototyping, organizational interfaces, and service design.

Todd Zaki Warfel’s wireframing process.

Will Evans’s wireframing process

As an interaction designer I’ve come to appreciate the beauty of wireframes and the amount of thought that goes into them. They are not the final product but a means or a process to get there. Websites like I ♥ wireframes or Wireframes Magazine provide plenty of great examples of what can be done.

There isn’t one best practice for producing wireframes. It seems the process can range from drawing sketches on paper to complex vector drawings using tools such as OmniGraffle.

A critical aspect of the wireframe is being able to explain the functionality of the website. It’s not meant to be a layout guide for designers but a means to focus on what’s best for the user coming to your website. It’s not so important to try and lock down every single aspect of the usability or function, but to reach about 80% of what needs to be there. The process of going through design iterations at the end can finalize the rest.

There could be better processes to reach the end, but so far this is what I’ve experienced.

Evenson will be speaking at the John Dutton Theatre at the Calgary Public Library on February 11, 2010.

Her work covered a wide range which included design languages and strategies,  design prototyping, organizational interfaces, and service design. Her clients have included Apple, BMO, CIBC, Kodak, and Xerox.