This isServiceDesign

D M Y S Y M P O S I U M / J U N E 7, 2 0 1 2

Olga Scupin &Martin Jordan,Service Design Berlin

Is this designedto the final extent?

Image: Daimler AG

(it won design awards)

Well …

Icons: Simon Child / The Noun Project

(it depends)

Well …

Icons: Simon Child / The Noun Project

P R O D U C T

single purchase(€ 12,000)

(it depends)

Well …

Icons: Simon Child / The Noun Project

P R O D U C T

single purchase(€ 12,000)

S E R V I C E

multiple rents(€ 0,29 / min)

(it depends)

“There is no service design without a product.”— D R . S A B I N E J U N G I N G E R , 2 0 1 1

@ Service Jam Berlin 2012

Here iswherethedesign workstarts …

Images: Daimler AG

Here iswherethedesign workstarts …

Images: Daimler AG

communicate

Here iswherethedesign workstarts …

Images: Daimler AG

communicate

welcome

Here iswherethedesign workstarts …

Images: Daimler AG

communicate

welcome

register

Here iswherethedesign workstarts …

Images: Daimler AG

communicate

welcome

register

locate

Here iswherethedesign workstarts …

Images: Daimler AG

communicate

welcome

register

locate

enter

Here iswherethedesign workstarts …

Images: Daimler AG

communicate

welcome

register

locate

enter

start

Here iswherethedesign workstarts …

Images: Daimler AG

communicate

drivewelcome

register

locate

enter

start

Here iswherethedesign workstarts …

Images: Daimler AG

communicate

drivewelcome

register

locate

enter

startenjoy

B U S I N E S S

Change

B U S I N E S S D E S I G N

Change

B U S I N E S S D E S I G NS O C I E T Y

Change

Service Design as a consequence of social, cultural and economic change

MartinUser Experience,Nokia

OlgaBusiness &Media Studies,MA

KatrinResearchAssociate,WZB

ManuelDesigner,Fjord

Who are we to tell you about this?

regular meet-ups

conference workshops

weekend jams

Activities

How designand businessare changing …

Evolution of Business from 20th to 21th c.

Push / selling solutions Pull / discovering andsolving problems

Closed innovation Open innovation with constant customer interaction

Clear customersegments

Value, meaning & lifestyle orientation

Long developmentwith high risks

Iterative development cycleswith low market entry costs

F R O M T O

Evolution of Design from 20th to 21th c.

A noun A verb

Artefact Process

About aesthetics About aesthetics, interaction, functionality, usability, con-struction and meaning

An individual’sexpression

A collective effort to solve problems

A luxury additionto things

Essential to the valueof things

From: Erik Roscam Abbing: “Brand-Driven Innovation”

F R O M T O

Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project

AaG R A P H I CD E S I G N 2D

Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project

AaG R A P H I CD E S I G N 2D

P R O D U C TD E S I G N 3D

+Z-axis(spatial depth)

Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project

AaG R A P H I CD E S I G N 2D

P R O D U C TD E S I G N 3D

+Z-axis(spatial depth)

I N T E R A C T I O ND E S I G N 4D

+T-axis(temporal dimension)

Contact

Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project

AaG R A P H I CD E S I G N 2D

P R O D U C TD E S I G N 3D

+Z-axis(spatial depth)

I N T E R A C T I O ND E S I G N 4D

+T-axis(temporal dimension)

Contact

S E R V I C ED E S I G N 5D

+ W-axis(multi-local simultaneity)

Snap

ProcessEngineering

ProjectManagement

UserResearch

ConceptDesign

BusinessDesign

Multi-disciplinary process w/ Design Thinking

Tools & deliverables

There is not the one service design process,yet a wide range of tools and methods.Use whatever fits the challenge, task or question.

Overview of tools on www.servicedesigntools.org

Tools & deliverables: Sketch flows

Tools & deliverables: Prototypes (Lo-Fi › Hi-Fi)

Image: Elias Barrasch

Service Blueprint: Brandon Schauer / Adaptive Path

Tools & deliverables: Blueprint

Vivité / Thomas Manss & Company

Tools & deliverables: Storyboard

Business Model Canvas: Alexander Osterwalder & Yves Pigneur

Tools & deliverables: Business Model Canvas

“Service Design is a practice to create useful, usable, desirable, effective and distinctiveservices. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.”

Definition

“Service Design is a practice to create useful, usable, desirable, effective and distinctiveservices. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.”

Icon: Ugur Akdemir / The Noun Project

AT T R I B U T E S

Image: Inter IKEA Systems B.V.

useful*

* as IKEA’s Småland: you shop, while your kids play

Image: Thomas Hawk / Flickr

usable*

* as hailing a cab: just raise your hand

desirable*

Image: Maxene Huiyu / Flickr

* as upgrading to business class: enjoy more space

Image: Deutsche Post DHL

effective*

* as the mail: your letter arrives the next day

distinctive*

Image: atmtx / Flickr

* as car2go: the smallest car sharing offer in the city

“Service Design is a practice to create useful, usable, desirable, effective and distinctiveservices. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.”

P R O C E S S

Icon: Linda Kantchev

iterative*

* with constant user & customer feedback

user-centred*

* with a clear understanding of who you are designing for

collaborative*

* with involving all important stakeholders as early as possible

“Service Design is a practice to create useful, usable, desirable, effective and distinctiveservices. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.”

G O A L S

Image: Thomas Manss & Company

touchpoints*

* all that are necessary for a good user flow

value*

Image: Nokia

* that differentiates products against competitors and for users

“Service Design is a practice to create useful, usable, desirable, effective and distinctiveservices. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.”

“Good design is good business.”— T H O M A S W AT S O N J R . , 1 9 7 3

Userexperience

Products

Technology

Finding the innovation sweet spot

Questionsplease!

servicedesignberlin.de

@SD_Berlin

fb.com/servicedesignberlin