6-8 September 2017, McGrath Centre, St. Catharine's College

How to transition from UX to full blown service design

A 45 minute Case Study by:

Chi Tsang


Stephen Tomlinson


About this Case Study

Over the last 5 years, we have adapted our user centred design process to deliver holistic service design for clients such as Age UK, the NHS, Public Health England (PHE) and Sofa.com.

We’ll go through our journey with PHE to create an app assessment service that enables health professionals to safely recommend health-related apps to patients. With over 100,000 health and fitness apps available, the importance of such a process has never been higher.

Our journey involves a look at our iterative and user-centred approach to designing such a service in a world where apps are quickly built and constantly evolve.

We’ll cover how we adapted our process to the challenges we faced when designing a complex service, including:

  • testing the service by getting people in a room to act out different roles without having to build anything
  • using existing tools such as Google Docs to simulate a digital service, rather than having to build a system
  • mapping complex end-to-end journeys in a way that was easy to understand by all stakeholders
  • estimating the complexity of various tasks, and stress-testing how the service could scale under various loads
  • accounting for hidden complexities such as scheduling, participant recruitment and data protection policies

The app assessment service we design is currently going through its first live phase and the first batch of assessed apps will be released in the next few weeks. PHE is also planning to document and release the process as a blueprint for similar services being launched by other organisations across the UK.

About the Speakers

Chi Tsang

Chi is a senior experience consultant at Webcredible. He works with clients across various industries to help improve and transform their services.

He has worked with the likes of Kuoni, Public Health England, Macmillan and Virgin Holidays to create customer centric services that matter.

Chi is a keen observer of human behaviours and spends much of his time thinking about how technology changes the way we interact.


Stephen Tomlinson

Stephen is a user experience consultant at Webcredible. He’s passionate about using evidence-based design to create innovative products and services for Webcredible’s global client list.

He has worked with clients as diverse as Saga, Amnesty International, London Fashion Week and Costco.

Stephen’s background is in visual design and information architecture but he loves the generalist nature of UX and is as happy coding a prototype as teaching UX skills.

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