Whatisservicedesign

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Whatisservicedesign

  1. 1. What is Service Design? an outsider’s introduction Kellock Irvin NY, NY
  2. 2. Service:the action of helping or doing work for someone
  3. 3. Service:the action of helping or doing work for someoneDesign:purpose, planning, or intention that exists or is thought to exist behindan action, fact, or material object
  4. 4. Service:the action of helping or doing work for someoneDesign:purpose, planning, or intention that exists or is thought to exist behindan action, fact, or material objectService Design:the activity of planning and organizing people, infrastructure,communication and material components of a service in order to improvethe quality and interaction between service providers and customers. wiki
  5. 5. Why?The purpose of service design methodologies is to design according to theneeds of customers or participants, so that the service isuser-friendlycompetitiverelevant to the customers. wiki
  6. 6. Where can we use service design? Health Care Social Service Mobile & Technology Government Media Event Production
  7. 7. Who does service design?strategists Ideocreatives frog designscholars Daytonalawyers inrealityanthropologists Adaptive Pathmarketers Fjordengineers Cooperfinanciers youteachers me
  8. 8. Ingredients:User Touchpoints: Places in which a service interacts with people and organizations e.g. websites, 1800 numbers, helpdesks, APIs, et cetera
  9. 9. Ingredients:User Toughpoints Places in which a service interacts with people and organizationsSystems What are the structures and forces upon which the service depends? e.g. politics, human resources, supply chains, production lines, et cetera
  10. 10. Ingredients:User Touchpoints Places in which a service interacts with people and organizationsSystems What are the structures and forces upon which the service depends?Social Strategy Bigger questions, problem resolution e.g. how do I get better at remembering to pay my taxes? how can we decrease crime in urban neighborhoods?
  11. 11. Ingredients: User Experience Systems Effective Service Design Social Strategy
  12. 12. Method: Discover Purpose: Uncover and frame the service design opportunity Method: Define Interviews, surveys, cultural probes, storytelling, market research, shadowing Output Lay of the land, insights, and territory maps Develop Questions: Where are opportunities for service design? What are interesting problems to address Deliver
  13. 13. Method: Discover Purpose: Distill key findings and insights into design directions based on research. Understand needs Method: Define Roleplay, territory maps, stakeholder maps Output User needs matrix, conceptual models, customer journeys, personas Develop Questions: What does the research tell us? What issues/needs are important and relevant to address? Deliver
  14. 14. Method: Discover Purpose: Envision future scenarios and validate them with potential stakeholders Method: Define Storyboarding, user testing, collage tools, prototype Output Scenarios, wireframes, service models Develop Questions: What are the tools and processes for delivery? What is the service cycle? and how often do users engage with it? Tangible and intangible aspects. Deliver
  15. 15. Method: Discover Purpose: Refine idea based on feedback from generative research Method: Define Output Video sketches, service models, blueprints, mockups Questions: What’s the best way to communicate the service concept? What are the key ideas? Develop Deliver
  16. 16. What’s the scene like now?Aspirational territory...people are aware, but morefocused on user experience/marketing
  17. 17. What’s the scene like now?True service design for existing customers is highlydisruptive and requires monsterous trade-offs and along term commitmentA service demands value only once a customer sees value in ite.g. one doesn’t need a locksmith until you’re locked out
  18. 18. Where can I find opportunity?Everyday life e. g How can we make a service that teaches children how to manage their money?theconsumerist.com e. g How can we create a service that addresses drunk walking? Driving?
  19. 19. Further Reading/Info (click)Service Design NetworkThis Is Service DesignService Design Group
  20. 20. Enjoy Designing! Kellock Irvin NY, NY

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