Service Design Tools Presentation cordula
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Transcript of Service Design Tools Presentation cordula
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Service design tools
Communication methods supporting the design process
Cordula Friedlander, MDES Service Design Innovation, London College of Communication
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Context
Primary/secondary Research
Participant Observation
Ethnographic Research
Mapping
Co-designing
Prototyping
Business Context & Model
Service Design Methodology
image: Dr. Alison Prendiville
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Defining the problem
The design process –double diamond
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Understanding the user
Discover
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Interviews
ParticipantObservation /
Shadowing
PhotoEthnographic
study
Discovery methods Design Ethnography
Originally from ethnographic research - an
anthropological approach to understanding people
based on their own world experiences.
Discover
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Understanding place - mapping
Discover
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Design tools and probes
DiariesGames /
story boardsEmpathy tools
Discover
Tool sharing site: www.servicedesigntools.org
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Interviewing with engaging activities
Preparing paper activities can make the interview more relaxed, engaging and interactive
Discover
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Diaries – a cultural probe
Diaries can be customized to the project, more structure makes it easier to compare insights and collect data.Users can be encouraged to scribble, sketch and add photosDiscover
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Co-discovery activities Design games
Design games involve participants at various stages of the design process
• revealing insights • creating concepts
Discover
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Journey mapping
• Touchpoints are the tangible elements that make up the service experience.
• user journey mapping can highlight the barriers, the highs and lows when interacting with the touchpoints
Discover
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‘Ice breaker’Robot Otto: how can I help you?
Discover
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Empathy tools
Examples:Third age suit by Ford simulates age related issues with mobility, vision and hearing
Design consultancy IDEO’s video of the patients view when in hospital corridors and waiting areas
Discover
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Personas
• Representatives of people using, running or commissioning the service
• generated from the insights but not identifiable
• archetypes not stereotypes.
• Personas are highly empathic and provide a connection with the people one is designing for
Define
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Reframe the topic into a
series of questions
Record everything that is
known about the subject
Freely ideate new solutions
Organize current information and
new ideas
Look into the future
Brainstorming lenses
Define image: Dr. Alison Prendiville
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Co-designing tools
Jake, 25
• Family issues, placed in child care
• Drug abuse for over 10 years
• Anti-social behaviour
• Arrested a few times
• Currently under substance abuse treatment
• Dropped school; some work experience as volunteer
What might make Jake happy even when times are tough?
What does he struggle with the most day-to-day?
Who are the people Jake could count on?
“I don’t feel confindent yet to face a job
interview, having to say I’m great for that
job... I know it’s not true.”
• persona work sheets presenting the reframed questions
• Idea sketch sheets• Icons to play out
scenarios• Prototyping templates
for apps, websites
Develop
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Co-designing activities
• Explorative and fun• Break down barriers• Uncover experiences• Allow creative
engagement• Need to be sensitive
to the context• Require planning
and preparation
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Prototyping
• Transferring knowledge into
making and prototyping
design solutions.
• Understanding how it will
impact and improve on a
persons daily practices.
Develop
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Prototyping for testing and iteration
Develop
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Storyboarding the service journey
Develop
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Touch point Deliverables
• Prototypes: Physical touchpoint • Prototypes: Digital touchpoints• Service journey storyboard• Service blueprint
Deliver
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Useful resources
• http://www.servicedesigntools.org/
• Service Design, from insight to implementation, A. Pouline, Rosenfeld Media 2013
• The Service innovation handbook, action-orientated creative thinking toolkit for service organizations, L. Kimbell, BIS Publishers 2014
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