TP2 - Service design

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What is service design

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TP2 - Service design

  1. 1. Satu Miettinen, Juha Miettinen, Antti Kares, Raisa Leinonen and Timo Sirviö Kuopio Academy of Design, Savonia University of Applied Sciences Finland P.O. BOX 98, FIN -70101 KUOPIO Email: office@designkuopio.fi "DE-SME - Intelligent Furniture - Training for Design, Environment and New Materials in SMEs" Agreement n. 2009 - 2196 / 001 - 001
  2. 2. Tools for co-creation and user- centered design Satu Miettinen
  3. 3. ”Businesses and public servicesalike face huge change in the newinformation era. They need toshift their emphasis back – towhat people really want.”
  4. 4. Service design is about developing serviceswith design methods and business thinking.Service experience is designed to respond tothe user needs and business goals of theservice provider.Designing the interaction between serviceprovider and end-user with the use ofcreative processes and methods.
  5. 5. HCDHuman Centered Design Stanford D -school
  6. 6. Combines creative thinking andorganisational skills.Visualizes and concretizes an abstractservice process. This enablesstakeholders to work and have views onthe process.Co-ordinates different phases of aservice design process.
  7. 7. Kunnonpaikka Rehabilitation Centre: Case children’s wellbeing. Visualized service momentNiina Talaslahti
  8. 8. The concept of user experience in design includesthe needs, emotions and experiences of users andthe products that contribute to the experience.User experience is shaped by the characteristics ofthe user (personality, skills, background, culturalvalues and motives) as well as those of the product(shape, texture, colour and behaviour). Physicalactions and perceptual and cognitive processes(perceiving, exploring, using, remembering,comparing and understanding) will contribute to theexperience. It is further influenced by the context ofinteraction (physical, social, economic).
  9. 9. Developing Viretori service for elderly: Co-creation with the users.Elisa Heikkilä
  10. 10. “Design thinking” – a methodology thatimbues the full spectrum of innovationactivities with a human-centered designethos. Innovation is powered by a thoroughunderstanding, through direct observation,of what people want and need in their livesand what they like or dislike about the wayparticular products are made, packaged,marketed, sold, and supported.
  11. 11. Experience prototyping at Louhos, TahkoKatja Sorvali
  12. 12. Service design is always focusingon business plan. Where is theadded value and €?
  13. 13. Viretori service for elderly: consept design of the serviceEmmi Hakala
  14. 14. Differentiating the serviceIncreacing the productivity: making internal processesmore efficient and usableUnderstading the user needsIdentifying the business pontential: understandinglatent needs enables radical conceptsImproving the customer satisfaction: increasingcustomer satisfaction, recommendation and loyalitySpeeds up the service design processVisuality and concreteness enables communication
  15. 15. Kunnonpaikka Rehabilitation Centre: Case children’swellbeing Co-creation with children.Nina Talaslahti
  16. 16. 1) Developing existing service system or different service channels (web, at the desk, through phone)2) Developing new services3) Creating a service startegy: developing a service system that follows the company’s vision
  17. 17. Iskelmäniityt: visualizing the customer journeyElina Piukkula
  18. 18. UNDERSTANDING THE CUSTOMER (customer insight): Understanding the context, needs, empathy for the user, ideas, possibilities, opportunities IDENTIFYING THE NEEDS FOR CONCEPT DESIGN, IDENTIFYING NEW BUSINESS OPPORTUNITIES TOOL: VISUAL AND VERBAL CUSTOMER PROFILE PROTOTYPING AND EVALUATION: Evaluating a serviceconcept, how to developfurther, implementation plan? EVALUATION OF THE SERVICE CONCEPT : SERVICE CONCEPT IDENTIFYING AND VISUALIZING NEW SERVICE WHAT, HOW, TO WHOM, WHAT IS THE ADDED VALUE IN THE NEW SERVICE TOOL FOR DEVELOPMENT TEAM, STAKEHOLDERS and the END USER
  19. 19. UNDERSTANDING PHASE:Understanding the customer phase: theaim of increasing customer understandingand raise the service development ideas:observation, user stories, contextmapping, drama techniques, DesignProbes, mystery shopping, taking theusers position.• Method: Generative design research,empathic design and design ethnography
  20. 20. Developing Open Daycare Service at the City of KuopioVisualized customer journey (based on shadowing)Riitta Junnila-Savolainen
  21. 21. Developing Open Daycare Service at the City of KuopioCo-creation with the users and the staffSanna Sutinen ja Reetta Kerola
  22. 22. Developing Open Daycare Service at the City of KuopioCo-creation with the users and the staff.Sanna Sutinen ja Reetta Kerola
  23. 23. Käyttäjälähtöinen aulatila Cumulus Käyttäjälähtöinen aulatila CumulusAnette Hiltunen Anette Hiltunen
  24. 24. Coustomer profileReetta Kerola ja Anette Hiltunen
  25. 25. CONCEPT DESIGN PHASE: Ideas areworked out into service concepts andpresented through storyboard, animation,concrete model. Needs of the both groupsare combined in the phase to create acustomization concept in a more generallevel.• Method: The visualization methods,product concept design.
  26. 26. Hudle Oy: Kuopio ChannelOlli Happonen
  27. 27. Hudle Oy: Kuopio ChannelOlli Happonen
  28. 28. PROTOTYPING AND EVALUATION PHASE:further development using variousmodeling techniques: sketches, models,videos, experimental model (prototype).In this way customization service conceptis developed in customer orientated way• Method: Evaluative Research Design
  29. 29. Developing Viretori service for elderly:Evaluating the touchpoints with Service FellowReetta Kerola
  30. 30. This project has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.13.3.2012 42

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