INTRODUCTION TO SERVICE DESIGNby User StudioPresentation prepared for Iniciativa JovenProject coordinationAnnabelle Favrea...
WHO IS                                 USER STUDIO ?Introduction to service design
Service innovation &              design company                                 in Paris, FranceIntroduction to service d...
ClientsIntroduction to service design
PROJECT                                 EXAMPLESIntroduction to service design
Banking service concept                                 VISA Europe design competition                                    ...
Corinne,              77 ans                                                “Too much paperwork! I don’t understand anythi...
Introduction to service design
Introduction to service design
Introduction to service design
Helping patients with diabetes                                 Bolton diabetes network, UK                       project b...
Why use service design ?•   Service design’s aim is make services desirable•   To help differentiate by improving existing...
SERVICE DESIGN                                PROCESSIntroduction to service design
Introduction to service design
Co-design : working with peopleIntroduction to service design
Why involve users / service providers in thecreative process ?•   Involving users in the design process            •      ...
SERVICE                                 EXPERIENCEIntroduction to service design
Designing how              customers / citizens              experience the service.Introduction to service design
TouchpointsIntroduction to service design
Use the right channelIntroduction to service design
KNOW YOUR                                   USERSIntroduction to service design
User research                   Understand your user’s lifestyles, needs,                            desires, problems... ...
Selecting the right users                                  Which users or potential users                                 ...
Remember...                                   People don’t                                  always do what                ...
User research vs. market researchSource : Jennie Winhall & Chris Vanstone (RED project - Design Council, UK)Introduction t...
User research vs. market research  Great forvalidationSource : Jennie Winhall & Chris Vanstone (RED project - Design Counc...
User research vs. market research                                                                              Great for  ...
Extreme users                                                                   Core   “Rejectors”                        ...
Fieldwork                  How and where should I meet the users ?Introduction to service design
Immerse yourself with the usersIntroduction to service design
Interviewing people in pairsIntroduction to service design
Put yourself in their shoes                                 Living a high school                                 student’s...
Tracking the user journeyIntroduction to service design
Gather key insightsIntroduction to service design
Fieldwork tools                      Observation tools / data collection toolsIntroduction to service design
List of questionsIntroduction to service design
Using images to stimulate discussionIntroduction to service design
Getting the users to design their idealserviceIntroduction to service design
Making sense of the data                                  How to present the research in                                  ...
AnalyseIntroduction to service design
Relationship mapIntroduction to service design
Character profilesIntroduction to service design
GENERATE                                   IDEASIntroduction to service design
Creative workshops                                 Involve people the creative processIntroduction to service design
Creative workshopIntroduction to service design
Think visuallyIntroduction to service design
Prioritise the ideasIntroduction to service design
Creativity tools                                      CardsIntroduction to service design
Cards to stimulate ideasIntroduction to service design
Introduction to service design
Introduction to service design
Note the ideasIntroduction to service design
Creativity tools                                 Two software application examplesIntroduction to service design
Introduction to service design
Representation tool for workshopsIntroduction to service design
Introduction to service design
Transforming ideas into solutions                          What could things look and feel like ?                         ...
Representation helps evaluate ideasIntroduction to service design
Sketch the scenario : storytellingIntroduction to service design
FriezeIntroduction to service design
Scenario for a local councilIntroduction to service design
TEST                                 QUICLKYIntroduction to service design
Quick prototype example                                 Information booth in a high schoolIntroduction to service design
Introduction to service design
Introduction to service design
Introduction to service design
Introduction to service design
Introduction to service design
User Interface prototype                                         examplesIntroduction to service design
Sketch the interfaceIntroduction to service design
Introduction to service design
Product prototypes                                      examplesIntroduction to service design
“Quick & dirty” prototype                                                                                                 ...
Building a prototypeIntroduction to service design
DELIVER                                 THE MEANS                                 TO DEVELOPIntroduction to service design
Sources•   live|work (UK)•   RED Project, Design Council (UK)•   Hillary Cottam (UK)•   IDEO (USA)•   La 27e Région (FR)• ...
THANK YOU !                                   www.userstudio.fr                                  marino@userstudio.frIntro...
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Introduction to Service Design by User Studio

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"Introduction to Service Design" : we made this slideshow for a training session on service design for for Iniciativa Joven, a regional government organisation in Spain dedicating to helping young entrepreneurs get their projects off the ground !

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  1. 1. INTRODUCTION TO SERVICE DESIGNby User StudioPresentation prepared for Iniciativa JovenProject coordinationAnnabelle Favreau, Iniciativa JovenContact USER STUDIOMatthew MarinoConsultant, partnermarino@userstudio.fr+33 (0) 6 98 94 06 70USER STUDIO152 rue du Temple75003 ParisFrancewww.userstudio.frIntroduction to service design
  2. 2. WHO IS USER STUDIO ?Introduction to service design
  3. 3. Service innovation & design company in Paris, FranceIntroduction to service design
  4. 4. ClientsIntroduction to service design
  5. 5. PROJECT EXAMPLESIntroduction to service design
  6. 6. Banking service concept VISA Europe design competition by User StudioIntroduction to service design
  7. 7. Corinne, 77 ans “Too much paperwork! I don’t understand anything.” David, 25 years old “I note everything down...”Introduction to service design
  8. 8. Introduction to service design
  9. 9. Introduction to service design
  10. 10. Introduction to service design
  11. 11. Helping patients with diabetes Bolton diabetes network, UK project by RED Project, Design Council Project illustration : http://www.designcouncil.info/RED/health/#B10 Project video : http://www.designcouncil.info/mt/red/HEALTH/REDHealth01.movIntroduction to service design
  12. 12. Why use service design ?• Service design’s aim is make services desirable• To help differentiate by improving existing services • easier to use • more efficient • in tune with local culture• To help innovate by creating new services • meet the needs of changing lifestyles • reach new marketsIntroduction to service design
  13. 13. SERVICE DESIGN PROCESSIntroduction to service design
  14. 14. Introduction to service design
  15. 15. Co-design : working with peopleIntroduction to service design
  16. 16. Why involve users / service providers in thecreative process ?• Involving users in the design process • helps understand their lifestyles and needs • as they are experts of their daily lives, they often have ideas on how to improve it• Involving service providers in the design process • helps understand the organisation’s culture and needs • as they are experts of their daily jobs, they often have ideas on how to improve it • helps create appropriation / ownership of the projectIntroduction to service design
  17. 17. SERVICE EXPERIENCEIntroduction to service design
  18. 18. Designing how customers / citizens experience the service.Introduction to service design
  19. 19. TouchpointsIntroduction to service design
  20. 20. Use the right channelIntroduction to service design
  21. 21. KNOW YOUR USERSIntroduction to service design
  22. 22. User research Understand your user’s lifestyles, needs, desires, problems... Using user insights to identify service opportunities...Introduction to service design
  23. 23. Selecting the right users Which users or potential users should I meet ? How many should I meet ?Introduction to service design
  24. 24. Remember... People don’t always do what they say they do! go see for yourself...Introduction to service design
  25. 25. User research vs. market researchSource : Jennie Winhall & Chris Vanstone (RED project - Design Council, UK)Introduction to service design
  26. 26. User research vs. market research Great forvalidationSource : Jennie Winhall & Chris Vanstone (RED project - Design Council, UK)Introduction to service design
  27. 27. User research vs. market research Great for inspirationSource : Jennie Winhall & Chris Vanstone (RED project - Design Council, UK)Introduction to service design
  28. 28. Extreme users Core “Rejectors” “Power users”Source : Jennie Winhall & Chris Vanstone (RED project - Design Council, UK)Introduction to service design
  29. 29. Fieldwork How and where should I meet the users ?Introduction to service design
  30. 30. Immerse yourself with the usersIntroduction to service design
  31. 31. Interviewing people in pairsIntroduction to service design
  32. 32. Put yourself in their shoes Living a high school student’s life for one day !Introduction to service design
  33. 33. Tracking the user journeyIntroduction to service design
  34. 34. Gather key insightsIntroduction to service design
  35. 35. Fieldwork tools Observation tools / data collection toolsIntroduction to service design
  36. 36. List of questionsIntroduction to service design
  37. 37. Using images to stimulate discussionIntroduction to service design
  38. 38. Getting the users to design their idealserviceIntroduction to service design
  39. 39. Making sense of the data How to present the research in a meaningful way ? How may I use the insights to identify service opportunities ?Introduction to service design
  40. 40. AnalyseIntroduction to service design
  41. 41. Relationship mapIntroduction to service design
  42. 42. Character profilesIntroduction to service design
  43. 43. GENERATE IDEASIntroduction to service design
  44. 44. Creative workshops Involve people the creative processIntroduction to service design
  45. 45. Creative workshopIntroduction to service design
  46. 46. Think visuallyIntroduction to service design
  47. 47. Prioritise the ideasIntroduction to service design
  48. 48. Creativity tools CardsIntroduction to service design
  49. 49. Cards to stimulate ideasIntroduction to service design
  50. 50. Introduction to service design
  51. 51. Introduction to service design
  52. 52. Note the ideasIntroduction to service design
  53. 53. Creativity tools Two software application examplesIntroduction to service design
  54. 54. Introduction to service design
  55. 55. Representation tool for workshopsIntroduction to service design
  56. 56. Introduction to service design
  57. 57. Transforming ideas into solutions What could things look and feel like ? How would they work ?Introduction to service design
  58. 58. Representation helps evaluate ideasIntroduction to service design
  59. 59. Sketch the scenario : storytellingIntroduction to service design
  60. 60. FriezeIntroduction to service design
  61. 61. Scenario for a local councilIntroduction to service design
  62. 62. TEST QUICLKYIntroduction to service design
  63. 63. Quick prototype example Information booth in a high schoolIntroduction to service design
  64. 64. Introduction to service design
  65. 65. Introduction to service design
  66. 66. Introduction to service design
  67. 67. Introduction to service design
  68. 68. Introduction to service design
  69. 69. User Interface prototype examplesIntroduction to service design
  70. 70. Sketch the interfaceIntroduction to service design
  71. 71. Introduction to service design
  72. 72. Product prototypes examplesIntroduction to service design
  73. 73. “Quick & dirty” prototype Project by : Eilidh Dickson, Copenhagen Institute of Interaction DesignSource : Eilidh Dickson, Copenhagen Institute of Interaction Design (www.servicedesigntools.org)Introduction to service design
  74. 74. Building a prototypeIntroduction to service design
  75. 75. DELIVER THE MEANS TO DEVELOPIntroduction to service design
  76. 76. Sources• live|work (UK)• RED Project, Design Council (UK)• Hillary Cottam (UK)• IDEO (USA)• La 27e Région (FR)• USER STUDIO (FR)Introduction to service design
  77. 77. THANK YOU ! www.userstudio.fr marino@userstudio.frIntroduction to service design

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