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"Visualization Tools for Service Design" updated for Global Service Jam 2012

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our lecturer and tutor contribution to the Global Service Jam. We participated to Shanghai and Wuxi edition (finally updated version of the old style How to visualize service design)
  • 1. Visualization Toolsfor Service DesignSerena Pollastri and Francesca ValsecchiWuxi and Shanghai, 25th February 2012

2. IntroductionSomething aboutus and what we aredoing in Shanghai 3. Service Design ToolkitWhy do we need to learn to use a specific set oftools for service design?picture: servicedesigntools.org 4. Service Design ToolkitWhy do we need to learn to use a specific set oftools for service design? Help understand what it is Need a common language to Helps visualize and commu- important to showwork with interdisciplinary nicate intangible aspects.teams 5. Service Design ToolkitWhy do we need to learn to use a specific set oftools for service design? Formats to represent and visualize, at different stages of development, a solution involving actors in a complex inter- action process 6. we have a specificcommunication briefformats to representand visualize,at different stages ofdevelopment,a solution involvingactors in a complexinteraction process. 7. Milestone stepsfor services visualization 8. Milestone steps* title* target and context (+ moodboard)* solution description (+ poster)* qualities of the experience (+ story board)* actors, role of the user, aim of the service (+ description)* solutions elements and technologies (+ service schema)* service model: organizational structure (+ system map)* actors motivations (+ stakeholders motivations matrix) 9. Service IdeaRepresentative imageInitial question/moti-vation(how to...?) Short description 10. How to provide a more ef-Service Idea ficient transport system during rush hours? with a dynamic integrated public mobility system!picture: flandersdc.be 11. Moodboard to provide a creative andsuggestive visual description ofthe overall mood highlighting the qualities ofenvironment and interaction a mosaic of pictures, describingthe solution by depicting theatmosphere Pictures have to describe theplaces, the persons andthe artefacts of the solution 12. Moodboard 13. Moodboard 14. catchthe observers attentionat first glance. 15. PosterThe service poster is a simulationof a future advertising of theservice. It is useful in the designphase to understand the mostimportant features that shouldbe communicated as well as thecommunication style. 16. Poster is a catchy image that depicts astory in concise and emotive way it uses the evocative capacityof the visual and the descriptivecapacity of the text to sketch thetopic and atmosphere of a story it is a promise of what theservice has to offer and isalso the promotional image it integrates the visual withthe written message, in order toprefigures the characteristics ofthe service 17. topic and atmosphereof a storyimage + title + claim 18. StoryboardThe storyboard is therepresentation of use casesthrough a series of drawingsor pictures, put together in anarrative sequence, in which theaction represented are equallyrelevant.The service storyboard showsthe manifestation of everytouchpoints and the relationshipsbetween them and the user in thecreation of the experience 19. Storyboard* shows the solutionperformance along an horizontaltime line why and how the solutionproduces a good experiencefor the user? how is the user-interaction withsolution? which are the main evidences ofthe solution? in a limited sequence of picturesit visualises: the salient servicesituations, the advantages thatresult, and how it works 20. describes the qualityof service experience 21. System MapThe system map is a visualdescription of the servicetechnical organization: thedifferent actors involved, theirmutual links and the flows ofmaterials, energy, informationand money through the system 22. System Map secondary stakeholdersThe map identifies:the system boundaries;the primary and secondaryupstreamstakeholders;MAIN STAKEHOLDERSdownstreamthe main physical, informationaland financial flows;the core performance of theplatformsolution;boundarythe secondary functionalities ofthe solution. secondary stakeholderssystemboundary 23. material flows information flows financial flows System Map core PSS performance The map identifies: the system boundaries; the primary and secondary alternative PSS stakeholders; performance,the main physical, informational implementation or and financial flows; back office flows the core performance of the solution; the secondary functionalities of the solution. 24. it is atechnical drawingfor the solution description 25. Actors MapThe Actors Map represents thesystem of actors and their mutualrelations, to provide a systemicview of the service and its context.The map is built from a certainpoint of view (for example theuser), that becomes the centre ofthe system. 26. ACTORS MAP, AN EXAMPLE. 27. MotivationMatrixThe aim of the motivation matrixis the understanding of theconnexions between the differentactors of the system.When creating a motivationmatrix the designer assumes thepoint of view of each stakeholderinvolved. 28. btoMotivationMatrix brings stakeholder stakeholder stakeholder stakeholder1 2 3 4stakeholder 1* what each actor brings* what each actor takes outstakstakeholder eh 2ol* how ech actor contributes de rs * which is single actor benefitss own it shows a check-list ofstakeholder intemotivations, benefits and 3 ntio ns contributions from eachstakeholders point of view,stakeholder between individual partners and 4over the wholepartnership. 29. clarify people roles andinteractions 30. EnablingSolutionsThe concept of enabling solutionrefers to operative tools, able tohelp the user focus on a result andachieve it in a sustainable way. Incarrying out this role they mustbring a special type of intelligenceinto play: an intelligence thatenables them to stimulate,develop and regenerate theability and competence of thosewho use it. 31. EnablingSolutions 32. EnablingSolutions 33. servicesengine compontents 34. ServicePrototypeIt is a prototype of the servicethat is put in the real context(or a similar one), and allow thedesigner to test the interactionamong users and touchpoint. 35. envision the experience 36. remarks.the besttool doesnt exist 37. remarks.the besttool doesnt existchoose the better 38. remarks.the besttool doesnt existchoose the betterselect what to communicate 39. remarks.the besttool doesnt existchoose the betterselect what to communicateservice corestructure, mechanism, impact 40. fundamental referenceshttp://www.servicedesigntools.orghttp://www.service-design-network.org/ 41. byfrancesca [email protected] [email protected] work is distributed under thankscreativecommons licence by-nc-sa 3.0 grazie

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