What is Service Design? an outsider’s introduction

Kellock IrvinNY, NY

Service: the action of helping or doing work for someone

Service:

Design:

the action of helping or doing work for someone

purpose, planning, or intention that exists or is thought to exist behind an action, fact, or material object

Service:

Design:

Service Design:

the action of helping or doing work for someone

purpose, planning, or intention that exists or is thought to exist behind an action, fact, or material object

the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve the quality and interaction between service providers and customers.

wiki

Why? The purpose of service design methodologies is to design according to the needs of customers or participants, so that the service is

user-friendly

competitive

relevant to the customers.

wiki

Where can we use service design?

Health CareSocial ServiceMobile & TechnologyGovernmentMediaEvent Production

Who does service design?

strategistscreativesscholarslawyersanthropologistsmarketersengineersfinanciersteachers

Ideofrog designDaytona inrealityAdaptive PathFjordCooperyou me

Ingredients:

User Touchpoints:

Places in which a service interacts with people and organizations

e.g. websites, 1800 numbers, helpdesks, APIs, et cetera

Ingredients:

User Toughpoints

Systems

What are the structures and forces upon which the service depends?

e.g. politics, human resources, supply chains, production lines, et cetera

Places in which a service interacts with people and organizations

Ingredients:

User Touchpoints

Systems

Social Strategy

What are the structures and forces upon which the service depends?

Bigger questions, problem resolution

e.g. how do I get better at remembering to pay my taxes? how can we decrease crime in urban neighborhoods?

Places in which a service interacts with people and organizations

User Experience

Effective Service DesignSystems

Social Strategy

Ingredients:

Discover Purpose:Uncover and frame the service design opportunity

Interviews, surveys, cultural probes, storytelling, market research, shadowing

Lay of the land, insights, and territory maps

Where are opportunities for service design? What are interesting problems to address

Method:

Output

Questions:

Define

Develop

Deliver

Method:

Discover

Define

Develop

Deliver

Method: Purpose:Distill key findings and insights into design directions based on research. Understand needs

Roleplay, territory maps, stakeholder maps

User needs matrix, conceptual models, customer journeys, personas

What does the research tell us? What issues/needs are important and relevant to address?

Method:

Output

Questions:

Discover

Define

Develop

Deliver

Method:Purpose:Envision future scenarios and validate them with potential stakeholders

Storyboarding, user testing, collage tools, prototype

Scenarios, wireframes, service models

What are the tools and processes for delivery?What is the service cycle? and how often do users engage with it? Tangible and intangible aspects.

Method:

Output

Questions:

Discover

Define

Develop

Deliver

Method:Purpose:Refine idea based on feedback from generative research

Video sketches, service models, blueprints, mockups

What’s the best way to communicate the service concept? What are the key ideas?

Method:

Output

Questions:

What’s the scene like now?

Aspirational territory...people are aware, but more focused on user experience/marketing

What’s the scene like now?

True service design for existing customers is highly disruptive and requires monsterous trade-offs and a long term commitment

A service demands value only once a customer sees value in it

e.g. one doesn’t need a locksmith until you’re locked out

Where can I find opportunity?

Everyday life

theconsumerist.com

e. g How can we make a service that teaches children how to manage their money?

e. g How can we create a service that addresses drunk walking? Driving?

Further Reading/Info

Service Design Network

This Is Service Design

Service Design Group

(click)

Enjoy Designing!

Kellock IrvinNY, NY