What is service design?

WHAT IS SERVICE DESIGN?

Who am I? Dhyana (Dee) Scarano • Service & UX designer, Futurice • B. Computer Science • 5 yrs in software service design • Service Jam Berlin, GovJam,

Sustainability Jam • Cocoaheads Berlin • @dhyanascarano

We create digital services that people love.

• Founded in 2000 • 250+ employees from 19 countries • 8th year in a row profitable growth • YOY growth 30%

LSC is a multi-disciplinary way of working that maximizes the probability of creating successful digital services

Lean Service Creation

SERVICE VISION SPRINT

TEAM:Business / Technology

Design / End-Users

BUSINESS IDEA

Improve

Improve

Improve

LEAN SERVICE CREATION PROCESS

FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT SCALING & TWEAKING

Days to Weeks Weeks to Months Months to Years

NEW IDEAS

SERVICE VISION

MVP TO

LAUNCH

SERVICE VISION SPRINT

TEAM:Business / Technology

Design / End-Users

BUSINESS IDEA

Improve

Improve

Improve

LEAN SERVICE CREATION PROCESS

FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT SCALING & TWEAKING

Days to Weeks Weeks to Months Months to Years

NEW IDEAS

SERVICE VISION

MVP TO

LAUNCH

Tonight’s focus

Agenda1. Why do we make things? 2. What is service design really? 3. How do you actually do it? 4. So let’s do some service design! 5. How can I apply this in my work?

WHY DO WE MAKE THINGS?

Why do we make things?

• It’s fun!

• To help people

• I have some urge to create!

• There are so many annoying things I can make better

1. Why do we make things?

Why do we make things?

… to solve problems!

1. Why do we make things?

So how do we solve a problem well?• Thinking about the people who have the problem• Asking the people who have the problem• Observing the people who have the problem• Trying different ideas • Testing our theories with real situations• Not being afraid to be wrong!1. Why do we make things?

WHAT IS SERVICE DESIGN REALLY?

Video: https://www.youtube.com/v/BeEUemtdoJQ

http://youtube.com/v/BeEUemtdoJQ

https://www.youtube.com/v/BeEUemtdoJQ

It’s really all about creatingvalue for the user

2. What is service design really?

It’s about finding a problem worth solving, and using processes and tools

to discover a solution

2. What is service design really?

SO HOW DO YOU ACTUALLY DO

SERVICE DESIGN?

The design process?

https://usergeneratededucation.files.wordpress.com/2013/03/2013-03-09_1127.png

https://dschool.stanford.edu/groups/k12/wiki/17cff/images/__thumbs__/5af04.png

http://discoverdesign.org/files/images/general/design_process_0.gif

http://www.emmawhiteside.com/wp-content/uploads/process2.png

https://designlabnysci.files.wordpress.com/2013/01/design-process-diagram-border.jpg

Brainstorm

How do you do Service Design?

Research Synthesise Prototype Test/ validate

Refine

3. How do you actually do service design?

Researching user needs

Defining the problem

Ideating concepts

Refining the solution

How do you do Service Design?Problem Solution

diverge converge diverge converge


How do you do Service Design?

Problem Solution


Brainstorm Research Synthesise Prototype Test/ validate

Refine


Brainstorm

xcResearch

Prototype

Women Techmakers

xcTest

What does this actually do to help product development ?• Makes sure we actually start working on the right stuff

• Helps us understand the value to real people• Validates our assumptions early (or challenges them)• Gives us proof to convince investors• Defines the most important features to prioritize


SO LET’S DO SOME SERVICE DESIGN!

Problem Solution


So let’s do some service design


Refine

4. Let’s do some service design

So let’s do some service design

• Refine/pivot• Design challenge

• Killer questions

• Interview in pairs

• Download • Clustering • Personas • Point of View • Ideation &

voting

• Build to think! • drawing,

cutting, building, destroying...

• Feedback • User testing • Lean canvas


Refine

• Standard brainstorming

• Divide & conquer

• Ideation & voting

• Yes, And


Divide and conquer (brainstorming)

Idea Idea Idea Idea+

IdeaIdea

Repeat until you have 2 ideas at the table.

...and then as a team choose 1!


(30 secs each)

Design challenge (2 mins)

Redesign the ..(concrete need).. experience for ..(user)..

in a world where ..(assumed constraints)..


Example (2 mins)

Redesign the car service experience for busy professionals

in a world where there’s not enough time


Write 3 interview questions (2 mins)

Use open questionshow, why, when, where, who, what

You’re trying to get them to tell a story

It’s about gaining empathy


Interview in pairs (2 mins) then swap

Look for emotions, stories, examples

Quality instead of quantity

80% listening, 20% talking

Dig for nuggets

It’s about gaining empathy


What were the things that stuck out?

What seemed to have the most meaning?

What did people keep repeating?

(2 mins)Key insights(Downloading)


What we did

Brainstorm

Problem Solution


Research Synthesise Prototype Test/ validate

Refine

Problem Solution



Refine

What we would do next… …if we had time

HOW CAN I APPLY THIS IN MY WORK?

xcDivide and conquer(brainstorming)

xcDivide and conquer(brainstorming)

• Workshops with clients • Feedback with users • Making decisions in a group Communication

Power of groups Fast

Co-creation

xcDesign challenge

xc

• Product design/improvement • Hackathons • Design learning/workshops

Innovation

Problem solving focus on user

Design challenge

xcInterview in pairsxcPair interviewing

• Gorilla research • User behaviour research • Client sessions Creative dialog FastEngagement

xcPair interviewing

Dhyana (Dee) Scarano @dhyanascarano

Futurice GmbH futurice.com

Service Jam Berlin, GovJam, Sustainability Jam www.jamberlin.org

Cocoaheads Berlin cocoaheads-berlin.org

Thank you :)

What is service design?

Design

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