Service Design
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Transcript of Service Design
What
design service
Why How
What is Design? Service
DESIGN
1) Producing stuffs by understanding the relationships between form and function, aesthetics and usefulness
DESIGN
2) Problem-solving plus form-giving and usability
DESIGN
3) Thinking and process Looking at the world and respond, make things visible, and prototype
DESIGN
4) Creating solutions starting from users
SERVICE DESIGN
1. Design 'in a broader social context’ than mere product creation
SERVICE DESIGN
2. Nebulous, intangible
SERVICE DESIGN
3. Collaboration …Systematic
SERVICE DESIGN
Thedesignofintangibleexperiencesthatreachpeoplethroughmanydifferenttouchpoints,andthathappenover:me.
‐Live|Work
Anyac:vityorbenefitthatonepartycangivetoanother,thatisessen:allyintangibleanddoesnotresultintheownershipofanything.Itsproduc:onmayormaynotbe:edtoaphysical
product‐<Whatisservicedesign?>byBillHollins
Design Areas
‐<Designingforinterac:on>byDanSaffer
Userexperiencedesign
Industrialdesign
Interac:ondesign
Informa:onArchitecture
Communica:onDesign
UserInterfaceEngineering
HumanFactors
UsabilityEngineering
Human‐ComputerInterac:on
Service design Productdesign Experiencedesign
(Tradi:onal)designIndustriallymanufacturedandconsumedseparatelyObjectOwn
Userpar:cipa:nginproduc:onprocessObjec:veUseIntangibleCollabora:onSocial
TangibleAuthorshipIndividual(social)
IntangibleCollabora:onIndividual(social)
Why Design? Service
Service design approach
1)User‐centricTofindwaystore‐engagepeopleintheservicestheyuseandmakethempar:cipatetoserviceproduc:on.
2)NetworkTocreatenetworksthatenableservicesei.Socialnetworks,technologicalsystems
3)SustainabilityTobeeconomically,sociallyandenvironmentallysustainable
What are The Goals of
Good Service Design? Aproposalof13tac:csfromIainBordin
1) Temporalities • Thecitythatneversleeps.
• "...capitalismandthemoderncityhaveincreasinglymarshaledusintovariousformsofschedule,appointemnts,mee:ngslots,diaries,calendardates,andwindowsofopportunty...yetother:mesarealsopossible‐:mesofthebodyandnature,:mesofmoments,circularity,indeterminatelengthandmovement.”
2) Performance • "Thegoodlifeofthecityshouldincorporateallmannerofspaceswherepeople
cangyrate,glide,androtate,mime,perform,anddeclaim,climb,descend,andtraverse,andactoutopinions
3) Media • "...poten:almee:ngplaces,whereglances,touches,smiles,words,gossip,
observa:onsandopinionsallhavethepossibilityofbeingtransferred"
4) Remembering • "...atesta‐menttothestruggles,
remarkablespirit,andlas:ngachievementsofeverydayurbanci:zens."
5) Quietude • "[Quietaspectsofthecity]thatdonotseektoproclaimtheirpresenceswithan
immediateandunaviodabledeclama:on.Comparedtothearchitectureofshou:ng,theseother,morere:ringdesignsarelikeasides,off‐stagewhispers..."
6) Uncertainty and Risk • "Weneedacitywhichwedonotknow,whichwenotunderstand,whichwehavenot
yetencountered,whichissimultaneouslystrange,familiar,andunknowntous."
7) Provisional Identities • "...peopleareconstantlybeingreconstructedandreimaginedinci:estoday,
andthisisthewaythatci:esmustthenbedesign‐notforpredictable,monolithicsectorsofthepopula:on...butforvariousdifferentandcompe:ngtastes,opinions,andoutlooks."
8) Fluidity • "Althoughundoubtedlynecessarytodemarcateourprivatehomesandplacesof
work...boundariesdonotalwayshavetobefrontalandbrutalintheirexpression,notalwayschallengingandconfronta:onaltothosewhonego:atethem."
9) Interventions • "...weneedthesecurityofhospitals,homes,andschools,offices,factories,and
airports.Andatother:mesweneeddifferentkindsofarchitecture,thosewhichappropriateratherthandominate,andthosewhichinterveneanda`achratherthanimposeandreplace."
10) Play • "[Play]tellsusthataggressioninci:esislatentandnotalwaysdetrimental,that
beingridiculousisokay,thatallofusareinsomewaychildrenatheart...”• IsthistoorelegatedtobarsinNYC?
11) Active Health • "...tooobenhealthyac:vityissolelyconfinedtotheself‐consciousgymor
regimentedsportsfield.Ac:vehealthmeansbeingenerge:cinallpartsofourlives..."
12) Active Thinking • "...aplacewhereweareaskedaboutpoli:cs,ethics,andmorality,aboutthe
environment,nature,andclimate,aboutfriend,familiesanddesires..."
13) Emotions • “Withoutafullrangeofemo:ons‐thatis,withoutafullrangeofthemeaningsand
possibili:esofhowitfeelstobehumanweareasyetunfulfilled,andthegoodlifeisyettobeachieved.”
Questions for Discussion
• Isthisaservice?• Whereistheboundarydrawnbetweenobjectandobjec:ve?
• Whattac:csdoesitseemtoemploy?
• Doestheemploymentofcertaintac:cscomeatthecostofothers?
How to design A service
Service design process
1)ServiceecologyTomapouttheactors,rela:onships,andvalues!–sustainability
2)TouchpointsTomakeupthetotalexperiencebymanagingalltouchpointsmul:dimensionalaswellasconsistent
3)ServiceenvyTocreateexpressiveandcommunica:vevalues
4)EvidencingTomakeearlyqualita:vejudgmentsabouttheimplica:onsofadesign
5)ExperienceprototypingTogetanin:mateandsubjectideabeforehand
6)ServiceexperiencemodelTosetupaproposalforthenewservicedesignfortheevalua:onandfurtherdevelopment
7)Serviceblueprin:ngToprovidedetailsaboutfromthenewservice’simplementa:ontomaintenance