SDNC13 -Day1- Design In Real Time by Lydia Howland

transcript

Mittwoch, 4. Dezember 2013

SERVICE DESIGN IN REAL TIME

@LydiahowlandDesign & Portfolio Director – IDEO London

www.ideo.com

IDEO helps businesses innovate using design thinking

www.ideo.com

... to experiences (DED in Dubai).

... to services (Prada store in New York)...

From products (the first Apple mouse)...

We’re 700 people in 12 locations

We work across multiple industries

There are 2 central tenets to IDEO’s approach to design thinking:

1. We design with a holistic approach, always beginning with what people want or need

VIABILITY

DESIRABILITY

FEASIBILITY

We always start here...

or indeed here.... even if our

clients tend to start here...

2. We build to think - prototyping helps us to learn (or fail) fast in order to succeed sooner

Above: Prototyping a new security process for the TSA in American airports.Left: Prototyping a new Gift Aid sign-up process in Oxfam stores.

Today’s presentation - Real Time Service Design:

Within the service design community, life looks a bit like this…

Image: © Anthony Ryan Typical activities on a service design project

…but within the world of business, and especially start-ups, life looks a bit more like this.

Image: © Department for Communities and Local Government Image: © Machine Project

So what happens when you bring these two approaches together?

Service design research + a start-up mentality = ?

Service design research + a start-up mentality = REAL-TIME SERVICE DESIGN

“Because there’s no virtual substitute for an actual experience”

- My dad, about 15 years ago

WHAT IS REAL-TIME SERVICE DESIGN?

It’s about:

‣ Understanding actual reactions, responses and behaviors in real-life contexts

‣ Releasing our ideas into the world in limited ways and observing and measuring how users respond to them

‣ Pulling apart the difference between what people say, think and feel, and what they actually do

AND WHY IS IT IMPORTANT?

It matters because:

‣ When we come up with a concept for a new service, it’s based on a lot of assumptions

‣ If we can surface these assumptions, test them in a real-world context and design around what we learn we can reduce the risk in the innovation process

‣ We can move away from a position of “we believe” to a position of “we know”

SO WHAT ARE THE PRINCIPLES OF REAL-TIME DESIGN?

DON’T BE SCARED TO GET STARTED

You can always fake it until you make it

ANSWER YOUR KEY QUESTIONS - ONE AT A TIME

It’s the best way to ensure that the baby isn’t thrown out with the bathwater

EXPAND YOUR TOOLKIT - BORROW OTHER PEOPLE’S TOOLS

Piggyback on all the social platforms that are out there to get almost instant feedback on your ideas

Above: The Rushcliff Brand focussed on wall offerings by room in the home (e.g. children’s playroom)

Right: The Thirsk brand focussed on specific problems with walls in the home.Mittwoch, 4. Dezember 2013

EMBRACE SERENDIPITY

Just because you didn’t set out to learn something doesn’t mean it isn’t worth learning.

SO WHAT ARE THE PRINCIPLES OF REAL-TIME DESIGN?

1. Don’t be scared to get started

2. Answer your key questions - one at a time

3. Expand your toolkit - borrow other people’s tools

4. Embrace serendipity

THANK YOU.

@LydiahowlandDesign & Portfolio Director – IDEO London

www.ideo.com

SDNC13 -Day1- Design In Real Time by Lydia Howland

Technology