D M Y S Y M P O S I U M / J U N E 7, 2 0 1 2This isServiceDesignOlga Scupin &Martin Jordan,Service Design Berlin
Is this designedto the final extent?(it won design awards)Image: Daimler AG
Well …(it depends)Icons: Simon Child / The Noun Project
PRODUCTWell …(it depends)                                 single purchase                                    (€ 12,000)Ico...
PRODUCT      SERVICEWell …(it depends)                                 single purchase   multiple rents                   ...
“There is no service design without a product.”   — DR. SABINE JUNGINGER, 2011@ Service Jam Berlin 2012
Here iswherethedesignworkstarts …Images: Daimler AG
communicateHere iswherethedesignworkstarts …Images: Daimler AG
communicateHere iswherethedesign               welcomeworkstarts …Images: Daimler AG
communicateHere iswherethedesign               welcomeworkstarts …                               registerImages: Daimler AG
communicateHere iswherethedesign               welcomeworkstarts …                               registerImages: Daimler A...
communicateHere iswherethedesign               welcomework                                               enterstarts …    ...
communicate                                   startHere iswherethedesign               welcomework                        ...
communicate                                           startHere iswherethe                                          drived...
communicate               enjoy                       startHere iswherethe                                          drived...
Change         BUSINESS
Change         BUSINESS   DESIGN
Change          SOCIETY       BUSINESS      DESIGNService Design as a consequence of social, culturaland economic change
Who are we to tell you about this?Manuel      Katrin       Martin             OlgaDesigner,   Research     User Experience...
regular meet-upsActivities                                    weekend jams             conference workshops
How designand businessare changing …
Evolution of Business from 20th to 21th c.FROM                       TOPush / selling solutions   Pull / discovering and  ...
Evolution of Design from 20th to 21th c.FROM                                           TOA noun                           ...
GRAPHICDESIGN                      Aa                                     2DModel: Benjamin N.N. Schulz; Icons: Dima Yagny...
GRAPHICDESIGN                      Aa                                     2DPRODUCTDESIGN                                 ...
GRAPHICDESIGN                      Aa                                     2DPRODUCTDESIGN                                 ...
GRAPHICDESIGN                      Aa                                     2DPRODUCTDESIGN                                 ...
Multi-disciplinary process w/ Design Thinking                            Business                            Design       ...
Tools & deliverablesThere is not the one service design process,yet a wide range of tools and methods.Use whatever fits th...
Tools & deliverables: Sketch flows
Tools & deliverables: Prototypes (Lo-Fi › Hi-Fi)Image: Elias Barrasch
Tools & deliverables: BlueprintService Blueprint: Brandon Schauer / Adaptive Path
Tools & deliverables: StoryboardVivité / Thomas Manss & Company
Tools & deliverables: Business Model CanvasBusiness Model Canvas: Alexander Osterwalder & Yves Pigneur
Definition“Service Design is a practice to create useful,usable, desirable, effective and distinctiveservices. These are d...
ATTRIBUTES“Service Design is a practice to create useful,usable, desirable, effective and distinctiveservices. These are d...
useful** as IKEA’s Småland: you shop, while your kids playImage: Inter IKEA Systems B.V.
usable** as hailing a cab: just raise your handImage: Thomas Hawk / Flickr
desirable** as upgrading to business class: enjoy more spaceImage: Maxene Huiyu / Flickr
effective** as the mail: your letter arrives the next dayImage: Deutsche Post DHL
distinctive** as car2go: the smallest car sharing offer in the cityImage: atmtx / Flickr
PROCESS“Service Design is a practice to create useful,usable, desirable, effective and distinctiveservices. These are deve...
iterative** with constant user & customer feedback
user-centred** with a clear understanding of who you are designing for
collaborative** with involving all important stakeholders as early as possible
GOALS“Service Design is a practice to create useful,usable, desirable, effective and distinctiveservices. These are develo...
touchpoints** all that are necessary for a good user flowImage: Thomas Manss & Company
value** that differentiates products against competitors and for usersImage: Nokia
“Service Design is a practice to create useful,usable, desirable, effective and distinctiveservices. These are developed t...
“Good design is good business.” — THOMAS WATSON JR., 1973
Finding the innovation sweet spot                            User                            experienceTechnology         ...
Questionsplease!servicedesignberlin.de@SD_Berlinfb.com/servicedesignberlin
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This is Service Design / DMY Symposium / June 7, 2012

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The service sector currently contributes most to Germany’s Gross Domestic Product. Yet, while the German public cares a lot about being the world’s largest exporter of the year, the phrase “service wasteland Germany” unfortunately remains a frequently used one. No wonder product design is a well-established discipline, whereas the term service design is even unclear to many designers themselves.
This lecture gave an introduction to service design and discussed how service economies both change design and business. The co-founders of ‘Service Design Berlin’ talk about the refined role of the designer and how s/he not only adds value to a business, but is in charge of shaping it. The talk outlines the altered design process that is based on iterative, user-centred and collaborative components.

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This is Service Design / DMY Symposium / June 7, 2012

  1. 1. D M Y S Y M P O S I U M / J U N E 7, 2 0 1 2This isServiceDesignOlga Scupin &Martin Jordan,Service Design Berlin
  2. 2. Is this designedto the final extent?(it won design awards)Image: Daimler AG
  3. 3. Well …(it depends)Icons: Simon Child / The Noun Project
  4. 4. PRODUCTWell …(it depends) single purchase (€ 12,000)Icons: Simon Child / The Noun Project
  5. 5. PRODUCT SERVICEWell …(it depends) single purchase multiple rents (€ 12,000) (€ 0,29 / min)Icons: Simon Child / The Noun Project
  6. 6. “There is no service design without a product.” — DR. SABINE JUNGINGER, 2011@ Service Jam Berlin 2012
  7. 7. Here iswherethedesignworkstarts …Images: Daimler AG
  8. 8. communicateHere iswherethedesignworkstarts …Images: Daimler AG
  9. 9. communicateHere iswherethedesign welcomeworkstarts …Images: Daimler AG
  10. 10. communicateHere iswherethedesign welcomeworkstarts … registerImages: Daimler AG
  11. 11. communicateHere iswherethedesign welcomeworkstarts … registerImages: Daimler AG locate
  12. 12. communicateHere iswherethedesign welcomework enterstarts … registerImages: Daimler AG locate
  13. 13. communicate startHere iswherethedesign welcomework enterstarts … registerImages: Daimler AG locate
  14. 14. communicate startHere iswherethe drivedesign welcomework enterstarts … registerImages: Daimler AG locate
  15. 15. communicate enjoy startHere iswherethe drivedesign welcomework enterstarts … registerImages: Daimler AG locate
  16. 16. Change BUSINESS
  17. 17. Change BUSINESS DESIGN
  18. 18. Change SOCIETY BUSINESS DESIGNService Design as a consequence of social, culturaland economic change
  19. 19. Who are we to tell you about this?Manuel Katrin Martin OlgaDesigner, Research User Experience, Business &Fjord Associate, Nokia Media Studies, WZB MA
  20. 20. regular meet-upsActivities weekend jams conference workshops
  21. 21. How designand businessare changing …
  22. 22. Evolution of Business from 20th to 21th c.FROM TOPush / selling solutions Pull / discovering and solving problemsClosed innovation Open innovation with constant customer interactionClear customer Value, meaning & lifestylesegments orientationLong development Iterative development cycleswith high risks with low market entry costs
  23. 23. Evolution of Design from 20th to 21th c.FROM TOA noun A verbArtefact ProcessAbout aesthetics About aesthetics, interaction, functionality, usability, con- struction and meaningAn individual’s A collective effort to solveexpression problemsA luxury addition Essential to the valueto things of thingsFrom: Erik Roscam Abbing: “Brand-Driven Innovation”
  24. 24. GRAPHICDESIGN Aa 2DModel: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project
  25. 25. GRAPHICDESIGN Aa 2DPRODUCTDESIGN 3D +Z-axis (spatial depth)Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project
  26. 26. GRAPHICDESIGN Aa 2DPRODUCTDESIGN 3D +Z-axis (spatial depth)INTERACTION 4D ContactDESIGN +T-axis (temporal dimension)Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project
  27. 27. GRAPHICDESIGN Aa 2DPRODUCTDESIGN 3D +Z-axis (spatial depth)INTERACTION 4D ContactDESIGN +T-axis (temporal dimension) SnapSERVICEDESIGN 5D + W-axis (multi-local simultaneity)Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project
  28. 28. Multi-disciplinary process w/ Design Thinking Business Design Project Management Process User Engineering Research Concept Design
  29. 29. Tools & deliverablesThere is not the one service design process,yet a wide range of tools and methods.Use whatever fits the challenge, task or question.Overview of tools on www.servicedesigntools.org
  30. 30. Tools & deliverables: Sketch flows
  31. 31. Tools & deliverables: Prototypes (Lo-Fi › Hi-Fi)Image: Elias Barrasch
  32. 32. Tools & deliverables: BlueprintService Blueprint: Brandon Schauer / Adaptive Path
  33. 33. Tools & deliverables: StoryboardVivité / Thomas Manss & Company
  34. 34. Tools & deliverables: Business Model CanvasBusiness Model Canvas: Alexander Osterwalder & Yves Pigneur
  35. 35. Definition“Service Design is a practice to create useful,usable, desirable, effective and distinctiveservices. These are developed through an iterative,user-centred and collaborative design process,focusing on the end user experience and takingmultiple tangible and intangible touchpoints inconsideration. Service Design aims to create valuefor both the business as well as the customer.”
  36. 36. ATTRIBUTES“Service Design is a practice to create useful,usable, desirable, effective and distinctiveservices. These are developed through an iterative,user-centred and collaborative design process,focusing on the end user experience and takingmultiple tangible and intangible touchpoints inconsideration. Service Design aims to create valuefor both the business as well as the customer.”Icon: Ugur Akdemir / The Noun Project
  37. 37. useful** as IKEA’s Småland: you shop, while your kids playImage: Inter IKEA Systems B.V.
  38. 38. usable** as hailing a cab: just raise your handImage: Thomas Hawk / Flickr
  39. 39. desirable** as upgrading to business class: enjoy more spaceImage: Maxene Huiyu / Flickr
  40. 40. effective** as the mail: your letter arrives the next dayImage: Deutsche Post DHL
  41. 41. distinctive** as car2go: the smallest car sharing offer in the cityImage: atmtx / Flickr
  42. 42. PROCESS“Service Design is a practice to create useful,usable, desirable, effective and distinctiveservices. These are developed through an iterative,user-centred and collaborative design process,focusing on the end user experience and takingmultiple tangible and intangible touchpoints inconsideration. Service Design aims to create valuefor both the business as well as the customer.”Icon: Linda Kantchev
  43. 43. iterative** with constant user & customer feedback
  44. 44. user-centred** with a clear understanding of who you are designing for
  45. 45. collaborative** with involving all important stakeholders as early as possible
  46. 46. GOALS“Service Design is a practice to create useful,usable, desirable, effective and distinctiveservices. These are developed through an iterative,user-centred and collaborative design process,focusing on the end user experience and takingmultiple tangible and intangible touchpoints inconsideration. Service Design aims to create valuefor both the business as well as the customer.”
  47. 47. touchpoints** all that are necessary for a good user flowImage: Thomas Manss & Company
  48. 48. value** that differentiates products against competitors and for usersImage: Nokia
  49. 49. “Service Design is a practice to create useful,usable, desirable, effective and distinctiveservices. These are developed through an iterative,user-centred and collaborative design process,focusing on the end user experience and takingmultiple tangible and intangible touchpoints inconsideration. Service Design aims to create valuefor both the business as well as the customer.”
  50. 50. “Good design is good business.” — THOMAS WATSON JR., 1973
  51. 51. Finding the innovation sweet spot User experienceTechnology Products
  52. 52. Questionsplease!servicedesignberlin.de@SD_Berlinfb.com/servicedesignberlin
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