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Design for services_lecture

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I made this presentation to explain the service design process during the workshop "Design for safety food, production and distribution network" hold in Tongji Unversity (Shanghai), in collaboration ...

I made this presentation to explain the service design process during the workshop "Design for safety food, production and distribution network" hold in Tongji Unversity (Shanghai), in collaboration with Kolding Design Skolen (Denmark)

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Design for services_lecture Design for services_lecture Presentation Transcript

  • DESIGN FOR SERVICES Aalto Design Factory, 8 October 2012 Angelica Fontana Design for Safety Food Production And Distribution Network WORKSHOP
  • SHANGHAI MILAN LONDON Every day we are surrounded by services
  • levels of design des ign of produ ct map: Service Design, Practical Access to an evolving field, Stefan Moritz, London 2005 case study: BIKEMI
  • levels of design desig nof client experie nce des ign of produ ct map: Service Design, Practical Access to an evolving field, Stefan Moritz, London 2005 case study: BIKEMI
  • levels of design designofp rocess and system desig nof client experie nce des ign of produ ct map: Service Design, Practical Access to an evolving field, Stefan Moritz, London 2005 case study: BIKEMI
  • levels of design design of strategy designofp rocess and system desig nof client experie nce des ign of produ ct map: Service Design, Practical Access to an evolving field, Stefan Moritz, London 2005 case study: BIKEMI
  • PRODUCT SERVICE produced performed can be stored cannot be stored material characteristic process problems immaterial user not involved (usually) user involved (always) tangible intangible consuption after production consuption during production in manifacturing in behaviour product//service Service Design, Practical Access to an evolving field, Stefan Moritz, London 2005
  • the product is not even more the goal but is the tool Design is not only crafting details of products anymore. It is a field that designs complex and interactive ecperiences, processes and systems. product//service
  • Service design is a new holistic, multidisciplinary, integrative field. SERVICE DESIGN PRODUCT FASHION COMMUNICATION INTERACTION MANGMENT DESIGN FIELDS BUSINNESS MARKETING SOCIOLOGY product service system design
  • SERVICE DESIGNORGANIZATIONS CLIENT staff suppliers market parteners competiton technology PRODUCTIVITY SATISFACTION market community society politcs economy trends strategy concept solutions changes touchpoints quality experience brand affinity feedbacks effective and efficient u seful,usable, desiderable context context and inspirations real market need real clientsn eed resources Service Design, Practical Access to an evolving field, Stefan Moritz, London 2005 product service system design
  • PRODUCT CENTRED DESIGN USER CENTRED DESIGN USER OBSERVATION USER REPRESENTED USER EXPERIENCED observation participation role immersion Design Council, 2005 NO-design, no matter how beautiful and ingenious is, is any good if it does not fulfil a user need. user centred design
  • user centred design CO-DESIGN DESIGN FOR E XPERIENCE democralized innovation provide ways for people to engage to each other to communicate to be creative to share insights to envision their own ideas understanding and designing for the emotional aspects of people’s interaction with objects, environments and other individuals COMMON PEOPLE ARE EROES OF E V E R Y D A Y L I F E
  • service design process ANALYSING GENERATING Understanding Thinking Generating Filtering Explaining Realising DEVELOPING PROTOTYPING
  • Analysing tools help in collecting, recording and sharing contextual information, using different media such as videos, sound, images or text. it is applied to users or used in interaction with project participants to explore their perceptions and experiences My Space Customer Journey Map Directed Storytelling Emotional Map Video Blog Film Diary User Diary Story Collection Analysing SOME TOOLS
  • social network blog trend scoutingpersonas
  • interview story collection brainstormingcustomer journey map
  • Generating tools help in constructing a shared meaning out of collected experiences through direct or mediated conversations with project participants. They use different kinds of visualisations to suggest service ideas, aesthetics or stories. Generating Imagining services help to conceive and built up the structure and relationships to make up a scenario and defining roles, values and capabilities Scenario SHIFT INTO SHIFT INTO things materials relations structures Idea Schetches Moodboard Glimpses scenario building Glimpses solutions and opportunities SOME TOOLS
  • idea sketches moodboard scenario buildingvisual identity
  • Developing tools provide different kinds of formats with which to elaborate and develop service ideas into more detailed and visually rich stories and systems. They support designers to explore parts in relation to the entirety of the service while evaluating its feasibility Developing Micropanoramic Storyboard Service Blueprint Expressive service blueprint Visual Service scripts Service Breakdown System Map Service Inreaction design guidelines Desirability, Viability, Feasibility SOME TOOLS
  • interaction soryboard system map service breakdownservice blueprint
  • Prototyping Living Labs FASPE (fast service prototyping and simulation for evaluation) Experience Prototype SOME TOOLS Prorotyping tools provide modes to quickly test out new service ideas during workshops or in real settings with people. They allow people to experiment with new service models, reducing the risk of failure and enhancing the possibility of generating more meaningful and desirable futures.
  • simulation for evaluation experience prototype usability testingliving labs
  • REMARKS The best tool doesn’t exist. choose The better tool to comunicate your design process and make it understandable
  • REFERENCES and tips for the research Sustainable everyday. Scenarios of urban life. Ezio Manzini, Francois Jegou, Ed. Ambiente, Milan 2003 Creative Communities. Anna Meroni, Ed. Poli.design, Milano, 2007 Design for Services. Anna Meroni, Daniela Sangiorgi, Ed.Gower, Milan 2011 Service Design, Practical access to an evolving field. Stefan Moritz, London 2005
  • good work! Thank you, Angelica Fontana angelica.fontana88@gmail.com