Service Design + Public Procurement Innovation

Veronica Bluguermann ------------------------------------------------------------------

What is a service?

Inseparability Customer Participation

AMAZON

STARBUCKS

Can you increase the interaction of people in your service?

Simultaneity

OPEN KITCHEN

GROUPON

What would make people use your service at different times?

Intangibility

BRAND & CERTIFICATIONS

YELP

What would people like to take with them as part of your serice?

Heterogeneity

McDonalds

DOCTOR

How can people personalise the service?

How to Design Services?

The design of new services is an activity that should be able to link the techno-productive dimension (What is the realm of the possible?) to the social (What are the explicit areas of demand and what the latent ones?) and cultural dimension (What behavioural structures should one seek to influence? What values and qualitative criteria should we base our judgments on?) -Manzini

Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers. -Service Design Network

Services Design

DESIRABILITY (people)

VIABILITY (business)

FEASIBILITY (technology)

SERVICE INNOVATION SERVICE DESIGN

IDEO

Designing interactions, relations and experiences

Designing interactions to shape systems and organisations

exploring new collaborative service models

imagining future directions for service systems

Service Designers visualize, formulate and choreograph solutions that are not yet available. They watch and interpret needs and behaviours and transform them into potential future services. In the process, exploring, generating and evaluating approaches are used similarly and a redesign of existing services is just as much a challenge as the development of new innovative services. – Birgit Mager from the Design Dictionary published by Birkhäuser, Basel (2008)

http://www.youtube.com/watch?v=f5oP_RlU91g

Design Process & Design Methods

Fuzzy Front End

Double Diamond – Desgin Council

Integrated design process and people-centered research.

Understand the context Empathyze

http://www.designmattersatartcenter.org

Observation + Contextual Inquiry

Understand the context Visualize complexity

http://www.servicedesigntools.org/tools/36

Stakeholders mapping

Understand the people Get inspiration and feedback Co-design

Cultural Probes

http://www.sfu.ca/~nrz/333%20website/index.html#section2

Read: Tuuli Mattelmäki – Design Probes https://aaltodoc.aalto.fi/bitstream/handle/123456789/11829/isbn9515582121.pdf?sequence=1

Analyze Visualize concepts Spot problems & opportunities

Customer Journey

www.delightability.com

Analyze Visualize concepts Service Blueprint

http://mu2naba.wordpress.com/2009/05/22/blueprint-ii/

Engage poeple Co-design

Workshops - Design Games

http://www.servicedesigntools.org/tools/45

Visualize users Personas

http://www.questionablemethods.com/2011/11/thumbnail-personas-make-users-real.html

Visualize concepts Test Role Playing & Protoype

http://uxmas.com/2012/ux-design-role-playing-and-micromoments

Envisioning Test

Prototype

http://www.customfuture.com/eng/archive.html

Envisioning Visualize concepts

Storyboard

http://www.servicedesigntools.org/tools/13

Service Design & Design Methods

IDEO Method Cards www.servicedesigntoolkit.org www.servicedesigntools.org Design with Intent toolkit Frog Collective Action Toolkit

-Design for Services (Anna Meroni & Daniel Sangiorgu) -Designing Services with Innovative Methods (Miettinen, Koivisto) -http://www.servicedesignbooks.org/browse/

Toolkits

Books

My cases

http://verobluguer.wix.com/portfolio#!portfolio

Martzia Arico

12 reserachers

4 University 8 Companies

Public Procurement Innovation

Citymart.com connects decision-makers in cities around the world with high impact solutions to urban and social challenges.

The signals have tactile arrows which when pressed, speak the street name and verbalize different commands for the pedestrian depending on the status of the signal. The signals emit a beeping sound to inform the person where an APS is located.

e-Adept is a cooperative project within the areas of personal navigation, travel planning and safety. The service facilities are offered via a mobile telephone. Positioning equipment is connected to the hand unit. The positioning unit is based on GPS and inertia navigation equipment. The combination of these technologies allows for navigation in both urban areas and indoors.

Citymart.com service: Call for solutions

38 cities 75 challenges +1000 solutions Challenge areas: health, transport, tourism, sustainability and energy efficiency, citizen participation, social innovation and other public services.

My reserach project (today’s title ;):

Designing for citizen engagement to frame complex problems in cities

veronica@desmanetwork.eu