Introduction to Service Design. Frameworks, Basics, Processes & Frontiers
63
INTRODUCTION TO SERVICE DESIGN francesco mazzarella, PhD researcher master class in service design, kyiv, 03/11/15 frameworks, basics, processes & frontiers
-
Upload
loughborough-university -
Category
Design
-
view
422 -
download
0
Transcript of Introduction to Service Design. Frameworks, Basics, Processes & Frontiers
INTRODUCTION TO SERVICE DESIGN
francesco mazzarella, PhD researchermaster class in service design, kyiv, 03/11/15
frameworks, basics, processes & frontiers
INDEX ice-breaking exercise introduction what is service design? what do service designers do? who to design for? where is service design going? conclusions take-away exercise want to know more?
ICE-BREAKINGEXERCISE
15 minutes
ICE BREAKING: SELF-MINDMAP
yourself
skills
business
expectations
experience
INTRODUCTION
growing social & economic role of service sector policies for sustainability, innovation, competitiveness global/local services (focused on community’s needs) employees & customers as sources of innovation digital technology shaping complex systems
NEWS FROM THE 90S
NEW DRIVERS FOR DESIGN
old/new problems in new contexts “how” and also “what” problem solving, �nding, framing ways and tools for interacting from tangible to intangible
businesses DESIGN publicbodies
facilitator
researcher
co-creator
entrepreneur
strategist
communicator
yee et al., 2008
DESIGNER’S ROLES
THE “O-SHAPED” DESIGNER
broad skill set
spec
ialis
atio
n circu
lar & systemic mindset
facilitator of a participatory design process,evisioning future scenarios for sustainabilityand social innovation
brass, 2014
economics policy
humanities
public services
circular economy
policy making
WHAT IS SERVICE DESIGN?
https://goo.gl/FfjUpi
SERVICE DESIGN
the systemic and human-centred processof “prosuming” services which are basedon intangible and tangible interactions
(meroni & sangiorgi 2011)
SERVICE DESIGN CHARACTERISTICS
human intensitytacit knowledgepartial unpredictabilityheterogeneous naturesystemic relationships
DESIGN FOR SERVICES
creating the right conditions for certain formsof interactions and relationships to happen
(meroni & sangiorgi 2011)
A NEW PARADIGM
sustainablePSS
design
how to design bettercustomer experiences
and interactions?
How to substitute themanufacturing-drivenmodel of consumption?
SERVICEDESIGN
interaction& experience
design
HOW? WHAT?
the study of service systems, aiming to createa basis for systematic service innovation
(maglio & spohrer 2008)
servicedesign
marketing
socialsciences
interactiondesign
participatorydesign
ICT
management
hard soft
technologiesresources
places
experiencesinteractionsnetworks
product PSSD
product PSSD
SERVICE MARKETING FRAMEWORK
intangibility
heterogeneity
inseparability
perishability
IHIP
DESIGN & INTANGIBILITY
services cannot be sensed in the same manner in which goods can be seen, felt, tasted, touched making services more tangible by evidencing service offering & service experience design for dematerialisation
DESIGN & HETEROGENEITY
the quality of performances varies from time to time, depending on the situation and service participants understanding the conditions that in�uence the quality of service interactions design for customisation
DESIGN & INSEPARABILITY
most services cannot exist without their users conceiving users as source of insights & co-producers design for collaborative services
DESIGN & PERISHABILITY
most services cannot be stored, but depend on the ability to balance & synchronise demand with supply connecting initiatives via networks & platforms design for systems
NEW FRAMEWORKS?
I
IH
P
blurred distinction products/services, supplier/user
service dominant logic: services as paradigm for innovation
exponential increase in interactivity and co-production
FUNCTIONAL THINKING
creating offerings that provide consumers withthe same level of performance as traditionalones, but using less stuff (dematerialisation),thus having a lower environmental impact
solution-oriented approachthinking
by functionsthinking
by products
cars mobility
THE SERVICE REVOLUTION
suf�ciency
reduced use of resourcesdesign for repair, reuse, recycle
technical & organisational optimisationsale of services instead of products
optimisation of logistics & distribution
dematerialisation of consumptionsatisfaction in obtaining resultssharing & usership instead of ownershipwellbeing based on convenience in life
REVOLUTIONef�ciency
ecodesign slow
WHAT DOSERVICE DESIGNERS DO?
interaction of user & provider through multipletouchpoints, seen or unseen by customers.design is aimed at making services moredesirable, usable, ef�cient and effective
(moritz 2005)
DESIGN OF SERVICES
desirable usableef�cient & effective
(stickdorn & schneider 2011)
user-centred
SERVICES CHARACTERISTICS
(stickdorn & schneider 2011)
co-created
(stickdorn & schneider 2011)
sequencing
(stickdorn & schneider 2011)
evidencing
(stickdorn & schneider 2011)
holistic
SERVICE DESIGN PROCESS
(design council 2013)
disco
ver de�ne
deve
lopdeliver
identify problem/need de�ne solution space
gather user knowledge
analyse data synthesize �ndings de�ne brief
develop service detail service elements
user tests
launch service ensure user feedback share insights
SERVICE DESIGN TOOLS
user diaries 1user journey mapping 2
user shadowing 3service safari 4
5 user personas6 brainstorming7 design brief
experience prototyping 8service blueprint 9
business model canvas 10
11 scenarios
(design council 2013)
WHO TO DESIGN FOR?
peopleas part of the
problemto be satis�ed
peopleas part of the
solutionto be empowered
DESIGN FOR SOCIAL INNOVATION
(manzini 2007)
DESIGN FORSOCIAL
INNOVATION
community
empowering
EVENTSresulting frompeople’s activecollaboration
(manzini 2007)
to expand people’s capabilitiesto satisfy their needs,based on their personal & network resources,moved by usefulness, meaning, sociability
co-designing
collaborative services
SERVICESco-designed &
co-produced bycommunities
(manzini 2007)
to build collaboration and trust, enabling people to express opinions,
give and collect information,act on the world, and do it together
scaling
enabling ecosystem
PSSenabling peopleto meet speci�c
needs
(manzini 2007)
digital platforms as enabling toolsfor vertical + horizontal and information + action collaboration
WHERE IS SERVICE DESIGNGOING?
THEMATIC MAP
(sangiorgi et al. 2014)
(sangiorgi et al. 2014)
SD FRONTIERS
INTERACTIONS RELATIONS & EXPERIENCES
experiencedesign
co-creation
human-centreddesign
observationinteractions
relationsexperiences
SYSTEMS & ORGANISATIONSstaff -
organisationinteractions
user -service
interactions
servicesystems
interactions
interactionssystems
organisations
COLLABORATIVE SERVICES
cababilitiesbuilding
new media
co-creation observationprobes
collaborativeservicemodels
SCENARIOS OF SERVICE SYSTEMS
designthinking
enablingecosystem
storytelling communitybuilding
scenariosservicesystems
CONCLUSIONS
https://goo.gl/OVEoCt
what should a service designer do?facilitating the delivery of services, codesigned& coexperienced with, by and among users
what is a well-designed service ecosystem?a system enabling multiple stakeholders with a commonaim to make services desirable, usable, effective &ef�cient for the company & the user
what should a service designer do?facilitating the delivery of services, codesigned& coexperienced with, by and among users
why is this interesting for sustainability?services can change habits, create new networks,dematerialize people's lifestyles
what is a well-designed service ecosystem?a system enabling multiple stakeholders with a commonaim to make services desirable, usable, effective &ef�cient for the company & the user
what should a service designer do?facilitating the delivery of services, codesigned& coexperienced with, by and among users
TAKE-AWAY EXERCISE
15 minutes
yourself
WANT TO KNOW MORE?
SERVICE DESIGN COMMUNITYideo.com
designcouncil.org.ukdesis-network.org
servicedesignnetwork.orgglobalservicejam.org
servicedesignresearch.comservicedesignforinnovation.eu
servicedesigntools.orgserviceexperiencecamp.de
experientia, �jord, frog, snook, engine, thinkpublic
Brass, C. (2014). The Emergence of O-shaped Designers.Burns, C., et al. (2006) RED Paper 02: Transformation Design. Cipolla, C. & Manzini, E. (2009). Relational Services.Design Council (2013). Introducing Design Methods.Jégou, F. & Manzini, E. (2008). Collaborative services. Social innovation and design for sustainability.Maglio, P. P., & Spohrer, J. (2008) Fundamentals of Service Science.Manzini, E. (2007) Design, Social Innovation and Sustainable Ways of Living.Manzini, E. & Staszowski, E. (2013). Public and Collaborative.Meroni, A. (2007). Creative Communities: People Inventing Sustainable Ways of Living.Meroni , A., & Sangiorgi, D. (2011) Design for Services.Miettinen, S. & Anu, V. (2012) Service Design with Theory. Discussions on Change, Value and Methods.Mont, O. (2000). Product-Service Systems. Morelli, N. (2002). Designing Product/Service Systems. A methodological exploration.Moritz, S. (2005) Service Design. Practical Access to an Evolving Field.Polaine, A., et al. (2013) Service Design: From Insight to Implementation. Sangiorgi, D., et al. (2014) Mapping and Developing Service Design Research in the UK. Stickdorn, M. & Schneider, J. (2011) This is Service Design Thinking: Basics - Tools - Cases. Vargo, S. L. & Lusch, R. F. (2004) Evolving to a new dominant logic for marketing. Journal of Marketing.Vezzoli, C., et al. (2014) Product-Service System Design for Sustainability.Yee, J.S.R., et al. (2009). The emergent roles of a designer in the development of an e-learning service.
REFERENCES
