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This is Service Design / DMY Symposium / June 7, 2012
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This is Service Design DMY SYMPOSIUM / JUNE 7, 2012 Olga Scupin & Martin Jordan, Service Design Berlin
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The service sector currently contributes most to Germany’s Gross Domestic Product. Yet, while the German public cares a lot about being the world’s largest exporter of the year, the phrase “service wasteland Germany” unfortunately remains a frequently used one. No wonder product design is a well-established discipline, whereas the term service design is even unclear to many designers themselves.This lecture gave an introduction to service design and discussed how service economies both change design and business. The co-founders of ‘Service Design Berlin’ talk about the refined role of the designer and how s/he not only adds value to a business, but is in charge of shaping it. The talk outlines the altered design process that is based on iterative, user-centred and collaborative components.
Transcript of This is Service Design / DMY Symposium / June 7, 2012
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
