SDNC13 -Day1- Design In Real Time by Lydia Howland
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Transcript of SDNC13 -Day1- Design In Real Time by Lydia Howland
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SERVICE DESIGN IN REAL TIME
@LydiahowlandDesign & Portfolio Director – IDEO London
www.ideo.com
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IDEO helps businesses innovate using design thinking
www.ideo.com
... to experiences (DED in Dubai).
... to services (Prada store in New York)...
From products (the first Apple mouse)...
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We’re 700 people in 12 locations
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We work across multiple industries
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There are 2 central tenets to IDEO’s approach to design thinking:
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1. We design with a holistic approach, always beginning with what people want or need
VIABILITY
DESIRABILITY
FEASIBILITY
X
We always start here...
or indeed here.... even if our
clients tend to start here...
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2. We build to think - prototyping helps us to learn (or fail) fast in order to succeed sooner
Above: Prototyping a new security process for the TSA in American airports.Left: Prototyping a new Gift Aid sign-up process in Oxfam stores.
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Today’s presentation - Real Time Service Design:
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Within the service design community, life looks a bit like this…
Image: © Anthony Ryan Typical activities on a service design project
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…but within the world of business, and especially start-ups, life looks a bit more like this.
Image: © Department for Communities and Local Government Image: © Machine Project
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So what happens when you bring these two approaches together?
Service design research + a start-up mentality = ?
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Service design research + a start-up mentality = REAL-TIME SERVICE DESIGN
“Because there’s no virtual substitute for an actual experience”
- My dad, about 15 years ago
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WHAT IS REAL-TIME SERVICE DESIGN?
It’s about:
‣ Understanding actual reactions, responses and behaviors in real-life contexts
‣ Releasing our ideas into the world in limited ways and observing and measuring how users respond to them
‣ Pulling apart the difference between what people say, think and feel, and what they actually do
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AND WHY IS IT IMPORTANT?
It matters because:
‣ When we come up with a concept for a new service, it’s based on a lot of assumptions
‣ If we can surface these assumptions, test them in a real-world context and design around what we learn we can reduce the risk in the innovation process
‣ We can move away from a position of “we believe” to a position of “we know”
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SO WHAT ARE THE PRINCIPLES OF REAL-TIME DESIGN?
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DON’T BE SCARED TO GET STARTED
1
You can always fake it until you make it
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ANSWER YOUR KEY QUESTIONS - ONE AT A TIME
2
It’s the best way to ensure that the baby isn’t thrown out with the bathwater
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EXPAND YOUR TOOLKIT - BORROW OTHER PEOPLE’S TOOLS
3
Piggyback on all the social platforms that are out there to get almost instant feedback on your ideas
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Above: The Rushcliff Brand focussed on wall offerings by room in the home (e.g. children’s playroom)
Right: The Thirsk brand focussed on specific problems with walls in the home.Mittwoch, 4. Dezember 2013
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EMBRACE SERENDIPITY
4
Just because you didn’t set out to learn something doesn’t mean it isn’t worth learning.
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SO WHAT ARE THE PRINCIPLES OF REAL-TIME DESIGN?
1. Don’t be scared to get started
2. Answer your key questions - one at a time
3. Expand your toolkit - borrow other people’s tools
4. Embrace serendipity
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THANK YOU.
@LydiahowlandDesign & Portfolio Director – IDEO London
www.ideo.com
Mittwoch, 4. Dezember 2013