Visualization Tools for Service DesignSerena Pollastri and Francesca Valsecchi Wuxi and Shanghai, 25th February 2012

IntroductionSomething about us and what we are doing in Shanghai

Service Design ToolkitWhy do we need to learn to use a specific set of tools for service design?

picture: servicedesigntools.org

Service Design ToolkitWhy do we need to learn to use a specific set of tools for service design?

Help understand what it is important to show

Need a common language to work with interdisciplinary teams

Helps visualize and commu-nicate intangible aspects.

Formats to represent and visualize, at different stages of development, a solution involving actors in a complex inter-action process

Service Design ToolkitWhy do we need to learn to use a specific set of tools for service design?

we have a specific communication briefformats to represent and visualize,at different stages of development,a solution involvingactors in a complex interaction process.

Milestone steps for services visualization

* title* target and context (+ moodboard)* solution description (+ poster)* qualities of the experience (+ story board)* actors, role of the user, aim of the service (+ description)* solution’s elements and technologies (+ service schema)* service model: organizational structure (+ system map)* actors’ motivations (+ stakeholders’ motivations matrix)

Milestone steps

Service Idea

Representative image

Initial question/moti-vation(how to...?)

Short description

picture: flandersdc.be

How to provide a more ef-ficient transport system during rush hours?

with a dynamic integrated public mobility system!

Service Idea

Moodboard

• to provide a creative and suggestive visual description of the overall mood

• highlighting the qualities of environment and interaction

• a mosaic of pictures, describing the solution by depicting the atmosphere

• Pictures have to describe the places, the persons andthe artefacts of the solution

Moodboard

Moodboard

catch the observer’s attentionat first glance.

Poster

The service poster is a simulation of a future advertising of the service. It is useful in the design phase to understand the most important features that should be communicated as well as the communication style.

Poster

• is a catchy image that depicts a story in concise and emotive way

• it uses the evocative capacity of the visual and the descriptive capacity of the text to sketch the topic and atmosphere of a story

• it is a promise of what the service has to offer and isalso the promotional image

• it integrates the visual with the written message, in order to prefigures the characteristics of the service

topic and atmosphere of a storyimage + title + claim

Storyboard

The storyboard is the representation of use cases through a series of drawings or pictures, put together in a narrative sequence, in which the action represented are equally relevant.The service storyboard shows the manifestation of every touchpoints and the relationships between them and the user in the creation of the experience

Storyboard

* shows the solutionperformance along an horizontal time line

• why and how the solution produces a good experiencefor the user?

• how is the user-interaction with solution?

• which are the main evidences of the solution?

• in a limited sequence of pictures it visualises: the salient service situations, the advantages that result, and how it works

describes the qualityof service experience

System Map

The system map is a visual description of the service technical organization: the different actors involved, their mutual links and the flows of materials, energy, information and money through the system

System Map

The map identifies:the system boundaries;the primary and secondary stakeholders;the main physical, informational and financial flows;the core performance of the solution;the secondary functionalities of the solution.

MAIN STAKEHOLDERS

secondary stakeholders

secondary stakeholders

upstream downstream

platform boundary

system boundary

System Map

The map identifies:the system boundaries;the primary and secondary stakeholders;the main physical, informational and financial flows;the core performance of the solution;the secondary functionalities of the solution.

material flows financial flowsinformation flows

core PSSperformance

alternative PSSperformance,implementation or back office flows

it is a technical drawingfor the solution description

Actors Map

The Actors Map represents the system of actors and their mutual relations, to provide a systemic view of the service and its context.

The map is built from a certain point of view (for example the user), that becomes the centre of the system.

ACTORS MAP, AN EXAMPLE.

Motivation Matrix

The aim of the motivation matrix is the understanding of the connexions between the different actors of the system.When creating a motivation matrix the designer assumes the point of view of each stakeholder involved.

b

Motivation Matrix

* what each actor brings* what each actor takes out

* how ech actor contributes* which is single actor benefits

• it shows a check-list of motivations, benefits andcontributions from each stakeholder’s point of view,between individual partners and over the wholepartnership.

stakeholder 1

stakeholder 2

stakeholder 3

stakeholder 4

stakeholder 1

stakeholder 2

stakeholder 3

stakeholder 4

brin

gs to

stakeholders’s own intentions

clarify people roles and interactions

Enabling Solutions

The concept of enabling solution refers to operative tools, able to help the user focus on a result and achieve it in a sustainable way. In carrying out this role they must bring a special type of intelligence into play: an intelligence that enables them to stimulate, develop and regenerate the ability and competence of those who use it.

Enabling Solutions

Enabling Solutions

services engine compontents

Service Prototype

It is a prototype of the service that is put in the real context (or a similar one), and allow the designer to test the interaction among users and touchpoint.

envision the experience

remarks.

the best tool doesn’t exist

the best tool doesn’t exist

choose the better

remarks.

the best tool doesn’t exist

choose the better

select what to communicate

remarks.

the best tool doesn’t exist

choose the better

select what to communicate

service core structure, mechanism, impact

remarks.

fundamental references

http://www.servicedesigntools.orghttp://www.service-design-network.org/

thanks

谢谢grazie

this work is distributed under creativecommons licence by-nc-sa 3.0

byfrancesca valsecchiserena pollastrif.valsecchi@gmail.comseremiru@gmail.com