1. C1 Unclassified. © Vodafone Group Services Limited 2009Vodafone Group Marketing | User Experience 1 18 February 2016 A Quality Framework for Service Design and Evaluation John Knight Date: 26 th August 2009 Version: 0.1 Status: DRAFT

2. C3 Company confidential | Vodafone Group Services Limited 2009 Vodafone Group Marketing | User Experience 2 18 February 2016 The case A consumer oriented DSL service will be used to illustrate points in this presentation Service Product Affordance =

3. C3 Company confidential | Vodafone Group Services Limited 2009 Vodafone Group Marketing | User Experience 3 18 February 2016 Instrumental use qualities do not work for all products & services Instrumental use qualities rarely differentiate a service and are mainly hygiene factors 1.Aesthetics 2.Utility 3.Safety 4.Comfort 5.Usability 6.Functionality 7.Efficiency

4. C3 Company confidential | Vodafone Group Services Limited 2009 Vodafone Group Marketing | User Experience 4 18 February 2016 ‘Supra-functional’ use qualities are highly contextual & subjective Moving beyond usability broadens the spectrum beyond utility but also introduces new problems of relevance 1.Emotion (Picard, 1997) 2.Pleasure (Jordan, 2000) 3.Ambiguity (Gaver, 2000) 4.Fun (Blythe et al., 2003) 5.Worth (Cockton, 2007)

5. C3 Company confidential | Vodafone Group Services Limited 2009 Vodafone Group Marketing | User Experience 5 18 February 2016 Contextual use qualities do scale Quality definitions dependent on the motivation and nature of the experience scale better 1.Flow (Csikszentmihalyi, 1991) 2.Scripting (Akrich, 1992) 3.Hierarchy of user needs (Bonaface, 2002) 4.Context (Dejan, 2002) - challenge etc 5.Engagement (Knight, 2002)

6. C3 Company confidential | Vodafone Group Services Limited 2009 Vodafone Group Marketing | User Experience 6 18 February 2016 Exchange oriented use qualities do scale Grounding quality in the end-to-end design process scales well 1.Fads and cultural change (Bikhchandani et al, 1992) 2.End user adoption (Agar, 2003). 3.Misuse and impact (Knight, 2008) 4.End user customisation (Häkkilä, and Chatfield, 2006) 5.Competency (Shove et al, 2008)

7. C3 Company confidential | Vodafone Group Services Limited 2009 Vodafone Group Marketing | User Experience 7 18 February 2016 Evolutionary use qualities do scale Quality as an emergent and dynamic facet of use also scales well 1.Situated action (Suchman, 1987) 2.Activity (Nardi, 1996) 3.Consumption (Shove et al, 2008) 4.Accumulated value (Knight and Curson, 2009)

8. C3 Company confidential | Vodafone Group Services Limited 2009 Vodafone Group Marketing | User Experience 8 18 February 2016 A Framework for Service Design Quality and Evaluation Contextual, exchangeable and emergent qualities seem to make most sense for services Context Evolution Exchange The product adapts to current use The service supports current use – surfacing relevant options etc Affordances are matched to the current context of use The product reflects changing use over time The service supports discovery Affordances extend beyond core functions and competencies The product supports customisation The service allows new components to be added Affordances are no longer limited to the service itself

9. C3 Company confidential | Vodafone Group Services Limited 2009 Vodafone Group Marketing | User Experience 9 18 February 2016 Thanks! John Knight MBCS Vodafone Global Marketing - User Experience UE Design Definition Mobile: +44 (0) 750 012 9270 E-mail: John.Knight@Vodafone.com 1 Kingdom Street London W2 6BY