SmashingConf Oxford 2016 - Jon Setzen

As experience designers, we spend our days, and often nights, working hard to solve problems for people. Often, the focus of our work is solely put on how a user will interact with any given digital experience. We’re told to work quickly, fail fast, and to not overthink it. What we tend to miss are the many touch points that can help shape the larger user experience and enable customers to have an emotional connection to a product, a service or a company.

In today’s competitive marketplace, service and experience can generate the loyalty and the relevance that make or break brands like never before. In this talk, Jon Setzen will explain how embracing a “design for service” thinking can help digital design teams shift from transaction-driven thinking to a relationship-centric approach.