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 [email protected]@gmail.com
