IXDS / JANUARY 22, 2014

Service
Design
Drinks
On Design,
Design Roles &
Responsibilities
Who are we?

Katrin
PhD Candidate,
University of
Potsdam

Olga
Business
Consultant

Manuel
Freelance
Service
Designer

Mar...
What is design?
Who is a designer?
“Design is not for philosophy, it’s for life.”

— I S S E Y M I YA K E
Fashion Designer
“To design is to devise courses of action
aimed at changing existing situations
into preferred ones.”

— HERBERT A. SIMON
...
“To design is to plan, to order, to relate
and to control.”

— EMIL RUDER
Swiss typographer
MODEL

Design ladder for evaluating design maturity
Stage 3: Design as strategy
Design forms a part of
the organisation’s
...
MODEL

Relationships between a design function and
the larger supported organisation

Separate
Design as
external
resource...
MODEL

Level of Complexity

Stratification of
Design (Thinking)

Artefact
Product
Interior

Fashion
Jewellery

— S. Di Rus...
Artefact
Example: car2go’s Smarts
Fashion
Graphic
Interior
Jewellery
Product
Web & New Media

— Photo: Daimler AG (2012)
MODEL

Level of Complexity

Stratification of
Design (Thinking)

Artefact &
Experience

Engineering
Interaction Design
Hum...
Artefact &
Experience
Example: car2go’s mobile app

Anthropological Design
Engineering
Interaction Design
Human Centred De...
MODEL

Stratification of
Design (Thinking)

Level of Complexity

Systems &
Behaviour
Urban Planning
SMEs
Service Design
St...
Systems &
Behaviour
Example: car2go’s car access system

Architecture
Culture
Service Design
SMEs
Strategic Design
Urban P...
MODEL

Stratification of
Design (Thinking)

Large
Scale
Systems
Policy Design
Systems Design
Environment
Public Service In...
Large Scale
Systems
Example: Dedicated parking spaces
for car sharing in Berlin

Environment
Policy Design
Public Service ...
QUOTE

“Always design a thing by considering it in
its next larger context – a chair in a room,
a room in a house, a house...
DEFINITION

“Design is a creative activity whose aim is
to establish the multi-faceted qualities of
objects, processes, se...
DEFINITION

“Design is composing an epic poem, executing a
mural, painting a masterpiece, writing a
concerto. But design i...
MODEL

The expanding role of the designer
over history
Pre-industrial society: design-craftsperson
Industrial revolution: ...
MODEL

Seven ‘new’ roles of designers
Designer as co-creator
Designer as researcher
Designer as communicator
Designer entr...
“Designers as …
• entrepreneur
• good listener & best friend
• detail observer &
curiosity hero
• motivator
• prototyper

...
“Facilitation, facilitation, facilitation! If service
design is truly co-creative, then THE key skill of
service designers...
“The most effective roles designers can play are
about interpretation / translation – observing
human behaviour and interp...
MODEL

Designer’s roles in a design team

Investigator
Catalyst
Communicator

Manager
Artist

— Northumbria University (20...
Exercise
EXERCISE

Designer’s role in a
(design) team

7 min

Understand your fellow
group members

The names of my fellow
group me...
EXERCISE

Designer’s role in a
(design) team

10 min

Discuss team roles,
state preferred team roles

As an individual whi...
Take-away
Take-away

Bring design to the next level
Find your role, refine your role during
each process
Don’t stick to given defini...
Reading recommendations

Victor
Papanek:
‘Design for
the real
world’

V&A Museum:
ThinkTank:
The Future
Designer

Howard
G...
Where are you
good at? Where
do you want to
improve in?
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin
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On Design, Design Roles & Responsibilities / Service Design Drinks Berlin

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How is design changing? What is the role of the designer in 2014 and what are her responsibilities? Above all, where does design start and where does it end in these days?

Kindly invited by the strategic design consultancy IXDS, we kicked-off 2014’s first service design meet-up by discussing fundamentals, exploring how we work and making plans of what to do different in the new year. January seemed to be the appropriate month to have such an attempt.

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On Design, Design Roles & Responsibilities / Service Design Drinks Berlin

  1. 1. IXDS / JANUARY 22, 2014 Service Design Drinks On Design, Design Roles & Responsibilities
  2. 2. Who are we? Katrin PhD Candidate, University of Potsdam Olga Business Consultant Manuel Freelance Service Designer Martin User Experience, Nokia / HERE
  3. 3. What is design? Who is a designer?
  4. 4. “Design is not for philosophy, it’s for life.” — I S S E Y M I YA K E Fashion Designer
  5. 5. “To design is to devise courses of action aimed at changing existing situations into preferred ones.” — HERBERT A. SIMON Nobel Laureate in Economics
  6. 6. “To design is to plan, to order, to relate and to control.” — EMIL RUDER Swiss typographer
  7. 7. MODEL Design ladder for evaluating design maturity Stage 3: Design as strategy Design forms a part of the organisation’s strategy Stage 2: Design as process Design is a part of product development and other processes Stage 1: Design as styling Design is used for improving the appearance of products or services Stage 0: No design Design plays no role in product or service development — B. De Mozota (2003): The Economic Effects of Design, 2003; Design Creates Value, 2007); Icons: Olivier Guin
  8. 8. MODEL Relationships between a design function and the larger supported organisation Separate Design as external resource — S. Junginger (2012) Peripheral Design as part of the organisation Central Design at the core of the organisation Integrated Design integral to all aspects of the organisation
  9. 9. MODEL Level of Complexity Stratification of Design (Thinking) Artefact Product Interior Fashion Jewellery — S. Di Russo (2013): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/ Graphic Web & New Media
  10. 10. Artefact Example: car2go’s Smarts Fashion Graphic Interior Jewellery Product Web & New Media — Photo: Daimler AG (2012)
  11. 11. MODEL Level of Complexity Stratification of Design (Thinking) Artefact & Experience Engineering Interaction Design Human Computer Interaction User Experience Anthropological Design Human Centred Design Artefact Product Interior Fashion Jewellery — S. Di Russo (2013): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/ Graphic Web & New Media
  12. 12. Artefact & Experience Example: car2go’s mobile app Anthropological Design Engineering Interaction Design Human Centred Design Human Computer Interaction User Experience
  13. 13. MODEL Stratification of Design (Thinking) Level of Complexity Systems & Behaviour Urban Planning SMEs Service Design Strategic Design Architecture Culture Artefact & Experience Engineering Interaction Design Human Computer Interaction User Experience Anthropological Design Human Centred Design Artefact Product Interior Fashion Jewellery — S. Di Russo (2013): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/ Graphic Web & New Media
  14. 14. Systems & Behaviour Example: car2go’s car access system Architecture Culture Service Design SMEs Strategic Design Urban Planning — Photo: Daimler AG (2012)
  15. 15. MODEL Stratification of Design (Thinking) Large Scale Systems Policy Design Systems Design Environment Public Service Infrastructure Level of Complexity Systems & Behaviour Urban Planning SMEs Service Design Strategic Design Architecture Culture Artefact & Experience Engineering Interaction Design Human Computer Interaction User Experience Anthropological Design Human Centred Design Artefact Product Interior Fashion Jewellery — S. Di Russo (2013): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/ Graphic Web & New Media
  16. 16. Large Scale Systems Example: Dedicated parking spaces for car sharing in Berlin Environment Policy Design Public Service Infrastructure Systems Design
  17. 17. QUOTE “Always design a thing by considering it in its next larger context – a chair in a room, a room in a house, a house in an environment, an environment in a city plan.” — EERO SAARINEN Architect
  18. 18. DEFINITION “Design is a creative activity whose aim is to establish the multi-faceted qualities of objects, processes, services, and their systems in whole life cycles.” — INTERNATIONAL COUNCIL SOCIETIES OF INDUSTRIAL DESIGN ‘ D e f i n i t i o n o f D e s i g n’
  19. 19. DEFINITION “Design is composing an epic poem, executing a mural, painting a masterpiece, writing a concerto. But design is also cleaning and reorganising a desk drawer, pulling an impacted tooth, baking an apple pie, choosing sides for a backlot baseball game, and educating a child.” — V I C TO R PA PA N E K D e s i g n e r, A u t h o r
  20. 20. MODEL The expanding role of the designer over history Pre-industrial society: design-craftsperson Industrial revolution: separation of making and styling 1960s: 1970s: Designers work in multi-disciplinary teams Designers as “end-user expert”, Papanek’s book 1980s: Design & business innovation, design management 1990s: Experience and brand, the internet — L. Tan (2009): Seven ‘new’ roles designers are playing in public life: http://imagination.lancaster.ac.uk/downloads/_assets/dpc2009/presentations/Lauren_Tan_DPC2009.pdf
  21. 21. MODEL Seven ‘new’ roles of designers Designer as co-creator Designer as researcher Designer as communicator Designer entrepreneur Designer as capability builder Designer as facilitator Designer as strategist — L. Tan (2009): Seven ‘new’ roles designers are playing in public life: http://imagination.lancaster.ac.uk/downloads/_assets/dpc2009/presentations/Lauren_Tan_DPC2009.pdf
  22. 22. “Designers as … • entrepreneur • good listener & best friend • detail observer & curiosity hero • motivator • prototyper — NANCY BIRKHÖLZER Managing Partner at IXDS • team builder • transformer • futurist • idealist & realist • facilitator.”
  23. 23. “Facilitation, facilitation, facilitation! If service design is truly co-creative, then THE key skill of service designers is … facilitation. Your most important task as a service design facilitator is to realise that everyone else in the room is the expert. Not you. All you can do is help them move forward.” — A D A M S TJ O H N L A W R E N C E Co-initiator of Global Service Jam Founding Partner Work•Play•Experience
  24. 24. “The most effective roles designers can play are about interpretation / translation – observing human behaviour and interpreting that into actionable opportunities […] matchmaking between what a business is trying to achieve and what the people at the other end need / want / can handle.” — LOUISA HEINRICH Strategist, Speaker, Instigator
  25. 25. MODEL Designer’s roles in a design team Investigator Catalyst Communicator Manager Artist — Northumbria University (2009): Designer’s Roles in a Design Team: http://www.designcollaboration.org/resources/roles/designer-roles.php
  26. 26. Exercise
  27. 27. EXERCISE Designer’s role in a (design) team 7 min Understand your fellow group members The names of my fellow group members are … What do they like most about group work? What do they dislike most about group work? What personality traits make a good team player? What personality traits make a bad team player? — Icons: Juan Garces, Prerak Patel / The Noun Project
  28. 28. EXERCISE Designer’s role in a (design) team 10 min Discuss team roles, state preferred team roles As an individual which roles do we like? As an individual which roles do we dislike? As an individual which roles do we want to improve upon? Who would have which role in the team?
  29. 29. Take-away
  30. 30. Take-away Bring design to the next level Find your role, refine your role during each process Don’t stick to given definitions of design, everybody can design
  31. 31. Reading recommendations Victor Papanek: ‘Design for the real world’ V&A Museum: ThinkTank: The Future Designer Howard Gardner: ‘Five Minds for the Future’ Lauren Tan: ‘The different roles of the designer and their value’
  32. 32. Where are you good at? Where do you want to improve in? servicedesignberlin.de @SD_Berlin fb.com/servicedesignberlin
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