DESIGN FOR SERVICES
Aalto Design Factory,
8 October 2012
Angelica Fontana
Design for Safety Food
Production And Distributi...
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 200...
levels of design
desig
nof client experie
nce
des
ign of produ
ct
map: Service Design, Practical Access to an evolving fie...
levels of design
designofp
rocess and system
desig
nof client experie
nce
des
ign of produ
ct
map: Service Design, Practic...
levels of design
design of strategy
designofp
rocess and system
desig
nof client experie
nce
des
ign of produ
ct
map: Serv...
PRODUCT SERVICE
produced performed
can be stored cannot be stored
material
characteristic
process
problems
immaterial
user...
the product is not even more the goal but is the tool
Design is not only crafting
details of products anymore.
It is a fie...
Service design is a new holistic, multidisciplinary, integrative field.
SERVICE DESIGN
PRODUCT
FASHION
COMMUNICATION
INTER...
SERVICE
DESIGNORGANIZATIONS CLIENT
staff
suppliers
market
parteners
competiton
technology
PRODUCTIVITY SATISFACTION
market...
PRODUCT
CENTRED
DESIGN
USER
CENTRED
DESIGN
USER
OBSERVATION
USER
REPRESENTED
USER
EXPERIENCED
observation
participation
ro...
user centred design
CO-DESIGN
DESIGN FOR E XPERIENCE
democralized innovation
provide ways for people
to engage to each oth...
service design process
ANALYSING
GENERATING
Understanding
Thinking
Generating
Filtering
Explaining
Realising
DEVELOPING
PR...
Analysing tools help in collecting,
recording and sharing contextual
information, using different media such as
videos, so...
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
conversatio...
idea sketches moodboard
scenario buildingvisual identity
Developing tools provide different kinds
of formats with which to elaborate and
develop service ideas into more detailed
a...
interaction soryboard system map
service breakdownservice blueprint
Prototyping
Living Labs
FASPE
(fast service prototyping and
simulation for evaluation)
Experience Prototype
SOME TOOLS
Pro...
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. Ambi...
good work!
Thank you,
Angelica Fontana
angelica.fontana88@gmail.com
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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 with Kolding Design Skolen (Denmark)

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Design for services_lecture

  1. 1. DESIGN FOR SERVICES Aalto Design Factory, 8 October 2012 Angelica Fontana Design for Safety Food Production And Distribution Network WORKSHOP
  2. 2. SHANGHAI MILAN LONDON Every day we are surrounded by services
  3. 3. levels of design des ign of produ ct map: Service Design, Practical Access to an evolving field, Stefan Moritz, London 2005 case study: BIKEMI
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. service design process ANALYSING GENERATING Understanding Thinking Generating Filtering Explaining Realising DEVELOPING PROTOTYPING
  14. 14. 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
  15. 15. social network blog trend scoutingpersonas
  16. 16. interview story collection brainstormingcustomer journey map
  17. 17. 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
  18. 18. idea sketches moodboard scenario buildingvisual identity
  19. 19. 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
  20. 20. interaction soryboard system map service breakdownservice blueprint
  21. 21. 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.
  22. 22. simulation for evaluation experience prototype usability testingliving labs
  23. 23. REMARKS The best tool doesn’t exist. choose The better tool to comunicate your design process and make it understandable
  24. 24. 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
  25. 25. good work! Thank you, Angelica Fontana angelica.fontana88@gmail.com
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