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DESIGN FOR SERVICES Aalto Design Factory, 8 October 2012 Angelica Fontana Design for Safety Food Production And Distribution Network WORKSHOP
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DESIGN FOR SERVICES
Aalto Design Factory, 8 October 2012
Angelica Fontana
Design for Safety Food Production And Distribution Network
WORKSHOP
SHANGHAI
MILAN
LONDON
Every day we are surroundedby services
levels of design
design of product
map: Service Design, Practical Access to an evolving field, Stefan Moritz, London 2005
case study: BIKEMI
levels of design
desig
n of client experiencede
sign of product
map: Service Design, Practical Access to an evolving field, Stefan Moritz, London 2005
case study: BIKEMI
levels of design
desi
gn of
process and system
desig
n of client experiencede
sign of product
map: Service Design, Practical Access to an evolving field, Stefan Moritz, London 2005
case study: BIKEMI
levels of design
design of strategy
desi
gn of
process and system
desig
n of client experiencede
sign of product
map: Service Design, Practical Access to an evolving field, Stefan Moritz, London 2005
case study: BIKEMI
PRODUCT SERVICE
produced performed
can be stored cannot be stored
materialcharacteristic
process
problems
immaterial
user not involved (usually)
user involved (always)
tangible intangible
consuption after production
consuption during production
in manifacturing in behaviour
product//service Service Design, Practical Access to an evolving field, Stefan Moritz, London 2005
the product is not even more the goal but is the tool
Design is not only crafting details of products anymore. It is a field that designs complex and interactive ecperiences, processes and systems.
product//service
Service design is a new holistic, multidisciplinary, integrative field.
SERVICE DESIGN
PRODUCT
FASHION
COMMUNICATION
INTERACTION
MANGMENT
DESIGN FIELDS
BUSINNESS
MARKETING
SOCIOLOGY
product service system design
SERVICE DESIGN ORGANIZATIONS CLIENT
staffsuppliersmarketpartenerscompetitontechnology
PRODUCTIVITY SATISFACTION
marketcommunitysocietypolitcseconomytrends
strategyconcept solutionschanges
touchpointsquality experiencebrand affinityfeedbacks
ef ective and ef cient
useful, usable, desiderable
contextcontext and inspirations
real market need
real clients needresources
Service Design, Practical Access to an evolving field,
Stefan Moritz, London 2005
product service system design
PRODUCT CENTRED DESIGN
USER CENTRED DESIGN
USEROBSERVATION
USER REPRESENTED
USER EXPERIENCED
observationparticipation role immersion
Design Council, 2005
NO-design, no matter how beautiful and ingenious is, is any good if it does not fulfil a user need.
user centred design
user centred design
CO-DESIGND E S I G N F O R E X P E R I E N C E
democralized innovation
provide ways for people
to engage to each otherto communicateto be creativeto share insightsto envision their own ideas
understanding and designing for the emotional aspects of people’s interaction with objects, environments and other individuals
C O M M O N P E O P L EA R E EROES O FE V E R Y D A Y L I F E
service design process
ANALYSING
GENERATING
Understanding
Thinking
Generating
Filtering
Explaining
Realising
DEVELOPING
PROTOTYPING
Analysing tools help in collecting, recording and sharing contextual information, using different media such as videos, sound, images or text.
it is applied to users or used in interaction with project participants to explore their perceptions and experiences
My SpaceCustomer Journey Map
Directed StorytellingEmotional Map
Video Blog Film Diary User Diary
Story Collection
Analysing
SOME TOOLS
social network blog
trend scoutingpersonas
interview story collection
brainstormingcustomer journey map
Generating tools help in constructing a shared meaning out of collected experiences through direct or mediated conversations with project participants.
They use different kinds of visualisations to suggest service ideas, aesthetics or stories.
Generating
Imagining services help to conceive and built up the structure and relationships to make up a scenario
and defining roles, values and capabilities
Scenario
SHIFT INTOSHIFT INTO
thingsmaterials
relationsstructures
Idea SchetchesMoodboard
Glimpses scenario buildingGlimpses solutions and opportunities
SOME TOOLS
idea sketches moodboard
scenario buildingvisual identity
Developing tools provide different kinds of formats with which to elaborate and develop service ideas into more detailed and visually rich stories and systems.
They support designers to explore parts in relation to the entirety of the service while evaluating its feasibility
Developing
MicropanoramicStoryboard
Service BlueprintExpressive service blueprint
Visual Service scriptsService Breakdown
System MapService Inreaction design guidelines
Desirability, Viability, Feasibility
SOME TOOLS
interaction soryboard system map
service breakdownservice blueprint
Prototyping
Living Labs
FASPE (fast service prototyping and
simulation for evaluation)
Experience Prototype
SOME TOOLS
Prorotyping tools provide modes to quickly test out new service ideas during workshops or in real settings with people.
They allow people to experiment with new service models, reducing the risk of failure and enhancing the possibility of generating more meaningful and desirable futures.
simulation for evaluation experience prototype
usability testingliving labs
REMARKS
The best tool doesn’t exist.
choose
The better tool
to comunicate your design process
and make it understandable
REFERENCES and tips for the research
Sustainable everyday. Scenarios of urban life.
Ezio Manzini, Francois Jegou, Ed. Ambiente, Milan 2003
Creative Communities.Anna Meroni, Ed. Poli.design, Milano, 2007
Design for Services.
Anna Meroni, Daniela Sangiorgi, Ed.Gower, Milan 2011
Service Design, Practical access to an evolving field.Stefan Moritz, London 2005
