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